£60 million investment checks Lancashire into major events market
Lancashire County Cricket Club has officially launched its new four star 150-bedroom Hilton Garden Inn hotel at Emirates Old Trafford ahead of this week’s ODI match between England and West Indies, which represents the final part of a £60 million redevelopment.
The new Hilton Garden Inn, set to create more than 70 new permanent jobs, will position Emirates Old Trafford as one of the UK’s top venues for sport, music and events, and will provide an enhanced offering across all of the Club’s business, including hosting international and domestic cricket, major music events and the successful and growing conference and events business.
The new hotel will offer ticket and room inclusive experiences for cricket and music, provide the opportunity for multi-day residential conferences and events for groups of up to 2,000, as well as grow a share of the ever developing business and leisure hotel market in the region.
With 85 of the 150 bedrooms overlooking the world-famous cricket pitch, match day experiences will be unrivalled with some rooms also being converted to hospitality boxes, offering unbeatable views for spectators.
The launch completes the next phase of Lancashire County Cricket Club’s long-term strategic plan to develop the venue and create a sustainable business with diverse market offering.
The new comprehensive hotel-inclusive offer is projected to play a key part in the future growth of the venue’s events and conference business, which had a record year of revenue in 2016 of £3.7 million, and saw the likes of AA, eBay, Morrison’s, The X-Factor auditions, TheStadiumBusiness Design and Development Summit and Channel 5’s ‘The Wright Stuff’ all host events.
2017 has already seen the venue successfully host the fourth Investec Test Match between England and South Africa, a record 19,600 crowd for the NatWest T20 Blast fixture against Yorkshire and the likes of The Courteeners, Radiohead and the One Love Manchester concert entertain sell-out 50,000 crowds.
Lancashire County Cricket Club Chairman, David Hodgkiss OBE, said: “We are greatly honoured and extremely delighted to formally open the Hilton Garden Inn hotel here at Emirates Old Trafford. Firstly, we would like to thank everyone who played a role in securing its funding and who was involved in the execution of its build. The new hotel will positively impact long term on all areas of the Club, from matchday experiences through to massively enhancing our varied and growing conference and events business.”
The £15 million hotel project was funded through a £3.4m cricket bond, £4m loan from Trafford Council and £5m funding from the Greater Manchester Combined Authority (GMCA). Hodgkiss added: “The hotel provides Lancashire County Cricket Club with a hugely comprehensive and competitive opportunity in the events and conference market in the North West and across the UK.
“It is literally the missing piece of our jigsaw; we have a fantastic food and service offering, aligned to an unrivalled event space, and coupled with an accessible and convenient location. Multi-day events can now be offered with fine accommodation on site, which means that every detail can be covered.
“We are looking forward to welcoming members, supporters, partners and customers across the conference and event side of the Club, covering all areas of the cricket, business and local community.”
The Hilton Garden Inn brand is another example of a global world class brand partnering with Lancashire County Cricket Club, following on from established and long term existing relationships with Emirates, Heineken and AO, one of the UK’s leading online appliance retailers.
Simon Vincent, executive vice president and president, Europe, Middle East and Africa, Hilton, said: “Hilton is expanding its portfolio in locations across the UK, and now welcomes guests at some of the country’s leading sports stadiums, including The Stadium of Light, Ageas Bowl, Wembley and now Emirates Old Trafford. With more than 450,000 people visiting Emirates Old Trafford each year, we are delighted that Hilton Garden Inn is a central part of this superb destination for sports and entertainment, promising guests a great stay in the city of Manchester.”