A Decade of Innovation – Conference & Events Case Study

Introduction

In addition to its reputation for world-class horseracing Newbury Racecourse has become a firm favourite with local and national organisations as a meeting place for a spectrum of invited audiences. Accountancy and business advisory firm James Cowper Kreston has for the past decade held its annual Budget Review Breakfasts for local businesses and clients at Newbury Racecourse Conference and Events.

Background

One of the UK’s most innovative firms of accountants and business advisers, James Cowper Kreston draw on considerable experience and expertise to help businesses achieve real success. The firm services a spectrum of business clients from its six offices across the South of England – Newbury, Reading, Oxford, Henley, London and Southampton.

For 10 years James Cowper Kreston has been holding a flagship event spotlighting the annual Budget Statement at Newbury Racecourse. Having grown in popularity over the decade, the event now ranks as a go-to event for businesses across the southern counties.

The annual breakfast meeting takes place between 8 and 10:30am, and includes presentations from partners, external speakers, budget summaries and networking opportunities. By engaging like-minded business leaders in topical debate and focussing on what the changes mean in real terms, James Cowper Kreston underlines its role as the region’s premier advisory firm.

Challenge

With the event scheduled to follow quickly on from the Chancellor’s speech to Parliament, James Cowper Kreston is faced with a race against the clock to finalise details and implement the interactive seminar for businesses. The fact that live social media updates have become a source of information in addition to traditional media has created extra pressure and the need to continually innovate.

As an event designed to provide guidance, clarity and support on key changes and developments, it was imperative to source a venue that was accessible to the wide diaspora of clients and also large enough to accommodate the 300 delegates.

“A large percentage of our client base in the county is made up of independent businesses and SME’s,” commented Lizzie Uzzel, from the marketing team at James Cowper Kreston. “By providing this additional service to our clients and associates we are able to offer additional support and guidance to our valued customers.”

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Solution

When Newbury Racecourse Conference and Events was first approached by James Cowper Kreston, the solution became abundantly clear.

The impressive Grandstand of Newbury Racecourse offers space for 550 delegates, which is sufficient to accommodate the 300 guests, complete state-of-the-art audio visual technology and allows access to balconies whereby guests can enjoy the superb views over the iconic racecourse and Berkshire countryside.

Furthermore, facilities include 3,700 parking spaces, easy access to the M4 and its own train station with direct links to Reading and London Paddington. The venue has evolved in the last decade, with a key focus on facility development, presentation equipment and delegate menus to improve the customer experience.

“We have always been delighted with the venue,” commented Lizzie. “The central location, ample parking and excellent service has always exceeded our expectations. In addition to London we have offices in Oxford, Newbury and Reading, so Newbury Racecourse was the obvious choice of venue because of its accessibility.” Lizzie added.

Results

The long-standing partnership between James Cowper Kreston and Newbury Racecourse has allowed both organisations to work in harmony to put on such successful events annually.

“We’re so familiar with the requirements of this event that we are able to provide our client with a service that reflects their needs year-on-year,” commented Sarah Birch, Conference & Events Business Development Manager for Newbury Racecourse.

“Because we work so closely with Lizzie and the James Cowper Kreston team, we are able to ensure that their every requirement is met efficiently and effectively, thereby guaranteeing that this event is a resounding success,” added Sarah.

The decade-long relationship means Newbury Racecourse Conference and Events’ staff are able to forecast ahead of the budget date announcement and can predict when James Cowper Kreston are likely to make a booking. From that point on, each step is perfectly orchestrated, from ensuring that the event flows seamlessly between breakfast and seminar to networking and presentations.

Additionally, Newbury Racecourse organisers, caterers and waiting staff are adept at making changes to the programme to accommodate any unforeseen circumstances, even when timings are altered or food must be delayed.

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