Warwick Castle – Sales and Marketing gap analysis on the Events team

ASSIGNMENT

Following GFG’s advisory support to Epsom Downs Racecourse’s CEO in 2010, he then approached us in 2016 following his appointment as GM at Warwick Castle. Although a very well established major UK tourist attraction which regularly has up to 5,000 visitors a day during the summer, external event sales were declining. He, therefore, appointed us to undertake a short ‘eight day’ business performance review of the sales processes and administrative procedures operated by the Events and Sales team.

During this assignment, our consultants reviewed the business disciplines undertaking by the team with a ‘time and motion’ study analysis of their daily tasks. This involved evaluating their productivity in terms of taking and qualifying enquiries, fulfilling transactions for visitor attractions. i.e. Santa’s breakfast, party bookings, etc. including evening and weekend events from both the corporate and private market.

Output and Results

Our report reached the following conclusions and put forward a broad range of recommendations:-

• Sales processes and procedures – appreciating the Events team were more ‘administrators’ as compared to sales personnel we suggested an alternative ‘team structure’, revised job descriptions (including a BDM role) and measurable KPI’s which in turn created a more fully functional sales team.
• Software event platforms – although there were a number of CRM and event booking platforms, the staff had not been fully trained or taken sufficient interest to understand their full functionality. We recommended a structured training program for all staff members.
• More pro-active networking activity – although a very well-known Midlands heritage tourist attraction whilst at the same time members of various trade associations and business forums, we reviewed and identified a calendar of ‘networking events’ which the team should attend to generate new business opportunities.