Corporate events are valuable if chosen well
DURING these dark times of austerity and bank bashing, those halcyon days of lavish corporate hospitality have come to seem like a long time ago. It has been noticeable watching the Word Cup in South Africa that the stadiums often fall short of filling their capacity. The lack of interest for corporate hospitality packages is partly to blame.
Meanwhile, back home there are fewer invitations doing the rounds to much of the traditional “season” of summer sporting occasions. Expenses budgets have been slashed at leading investment banks, leaving serious question marks over an industry worth £1.5bn a year. Institutions are being forced to cut back their budgets, as much to protect themselves against accusations of excess as to actually rein in spending on non-essential services and offsite days.
So what now for the companies that were set up to cater for corporate hospitality, events and team bonding exercises during the boom years?
Those that provided run of the mill “jollies” are likely to continue struggling.
Instead, institutions are looking for something that is truly unique, unforgettable and produces tangible results. Frequently this trend towards niche events needs now not to encroach on business hours but still manage to lure in potential clients and contacts.
One events and experiences company that was launched ahead of the recession but continues to thrive is 2Excel Aviation. The company was set up by a pair of former Royal Air Force pilots and offers some of the best hospitality and corporate events going.
Highlight of any trip to their Northamptonshire base is an aerobatic ride in one of the firm’s Extra 300 light aircraft, flown by an expert ex-RAF pilot. This is not just any joyride, however. 2Excel’s other business is taking four of the Extras on the road for air shows where its aerobatic team of former Red Arrows, The Blades, performs an amazing routine in close formation – sometimes just feet apart.
I was lucky enough to experience this for myself last week, flying with The Blades during the practice day for the Biggin Hill air show. From my perch in the middle of the formation it was easy to see how 2Excel use their military heritage, expert pilot skills and dramatic formation flying to provide a shared experience for participants than engenders qualities including trust, teamwork and leadership. It’s a far cry from quaffing champagne in yet another bland hospitality marquee and clearly packs more punch per pound invested.
Those corporate events providers like 2Excel who can come up with such unforgettable experiences that leave guests grinning for days afterwards are odds on to ride out the current economic turbulence in style.
ben.griffiths@cityam.com