Lincoln City has appointed Oak View Group to oversee hospitality and catering operations at the ProAmpac Stadium as part of wider investment in the matchday and events experience.
OVG Hospitality will work with the club across general concessions, premium hospitality, conferences, events and other activities held at the stadium.
The partnership will focus on improving service times and reducing queues while developing the quality and range of food and drink available to supporters.
Lincoln City also wants locally sourced food and drink to feature more prominently, working with producers and suppliers from Lincolnshire where possible.
Technology and data will form part of OVG’s approach to improving service across the venue, alongside the development of general catering and premium hospitality.
The appointment comes during a substantial programme of investment at the ProAmpac Stadium.
Work on the club’s Imps Territory redevelopment moved into its final stages this month, with new bars installed ahead of the return of competitive football alongside upgrades to supporter areas and stadium infrastructure.
Three new big screens are being introduced across the development, including one inside the stadium bowl and two within the Fan Village.
A new PA system and LED floodlights have also been installed, while work has progressed on a new North-East Stand and improvements to external areas around the stadium.
Hospitality forms a significant part of the redevelopment.
The new Imps Territory venue is designed to accommodate up to 450 guests theatre-style and 300 for banqueting, with smaller configurations available for meetings, dinners and other events.
It incorporates floor-to-ceiling views towards the pitch and Lincoln Cathedral alongside its own kitchen, events team and catering facilities.
The venue is being developed for conferences and meetings, weddings, private dining, gala dinners, celebrations and other non-matchday functions as the club looks to increase use of the stadium throughout the week.
Lincoln City Chief Operating Officer Dan Seaborne said: “We’ve made significant investment in the stadium this summer and, for me, this partnership is about making sure the experience around the food, drink and hospitality matches the progress we’re making across the rest of the site.
“OVG bring a huge amount of experience from some of the best sporting and entertainment venues in the country, but it’s really important that what we create here still feels like Lincoln City. We want to use that expertise without losing our own identity.
“Lincolnshire has some fantastic local producers and suppliers and we want that to be reflected in what we offer. Wherever we can, we want to work with local businesses, bring more local produce into the stadium and create something that feels connected to the club, the city and the wider area.
“For supporters, that ultimately means better quality, more choice, good value and a better overall experience when they come to the ProAmpac Stadium. The same applies to our hospitality guests and to people using the stadium for conferences and events outside of matchdays.
“I’m really looking forward to seeing what we can create together and, importantly, making sure it becomes something that feels very much our own.”
OVG Hospitality already works across a number of UK football venues.
Its current portfolio includes hospitality operations at Leicester City, Stoke City and Southampton, while a joint venture with City Football Group manages food and beverage at Manchester City’s Etihad Stadium and Co-op Live.
Katie Harel, Managing Director of OVG Hospitality, said: “We are delighted to be working with Lincoln City FC and to bring OVG’s experience to the ProAmpac Stadium.
“Our focus is on enhancing the matchday experience by reducing queues, improving service times and creating a smoother, more enjoyable visit for supporters, hospitality guests and everyone coming through the gates.”
The partnership will also support Lincoln City’s ambition to develop the ProAmpac Stadium as a year-round conference and events destination, with the new Imps Territory facilities central to that strategy.
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