Keith Prowse, the UK's leading hospitality provider, has been awarded a new six-year contract with The Lawn Tennis Association (LTA) to provide hospitality at the Fever-Tree Championships, which takes place at The Queen’s Club in London.
As official hospitality suppliers, Keith Prowse will continue to be exclusively responsible for the long-term product development, guest experience and sales and marketing of the Fever-Tree Championships, announced as new title sponsors this month. Both Keith Prowse and the LTA will be investing in the event to ensure that innovation is at the forefront of the annual planning process.
During its existing relationship, which started in 2014, Keith Prowse has designed and implemented new hospitality concepts for the Fever-Tree Championships, including Love Fifteen and The Roof Garden which both draw on the trend for casual premiumisation, and the Club Lounge, a modern environment for business and private entertaining.
Building on the continued success of the week-long tournament, the enhanced facilities combine innovative food and drink concepts, set within indoor and open-air environments surrounded by tennis themed designs that encapsulate the iconic history of The Queen’s Club. The multi-tiered and priced packages will meet the growing demand from hospitality guests for premium and casual experiences, seamless service and value for money.
Stephen Farrow, Tournament Director of the Fever-Tree Championships, said: “The 2018 Championships are set to be better than ever.
“With a considerable growth in demand for hospitality at the tournament, I am delighted that Keith Prowse has extended its partnership with us for a further six years and look forward to the exceptional experiences they will create and deliver for our guests.”
Andy Vinsen, Chief Operating Officer for Keith Prowse, added: “The Queen’s Club provides the ideal setting for guests to enjoy world class tennis coupled with the innovative hospitality experiences for which Keith Prowse is synonymous.
“We are thrilled to have extended our partnership with the LTA for the Fever-Tree Championships and look forward to working closely with the team to further develop our hospitality offerings as we enter an exciting 2018 season.
“This long-term partnership allows us to plan for the future holistically, building on the success of each year and responding to ongoing customer feedback. Our clients can rest assured they will be enjoying an established product which continually evolves to offer ever-more innovative hospitality experiences.”
This year’s Fever-Tree Championships will see three of the world’s current Top 5 ranked players take part – Rafael Nadal, Marin Cilic, Grigor Dimitrov – and five-time champion Andy Murray, along with British No.1 Kyle Edmund and defending champion Feliciano Lopez.
Keith Prowse is the UK’s hospitality industry leader with official appointments at The Championships, Wimbledon, Edgbaston Stadium, Twickenham Stadium and the Investec Derby Festival.
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