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Cheltenham Trust introduction
Cheltenham Leisure & Culture Ltd is the wholly owned trading arm of the Cheltenham Trust. The core
purpose of the trading company is to generate profits that can be gifted to the charity and or
reinvested into the business.
The Cheltenham Trust is a registered charity focused on developing Cheltenham’s culture and sport
offer through community engagement, sustainable investment and social enterprise. The Trust
engages audiences through the arts, heritage, performance, tourism, sport, play and wellbeing
opportunities.
The Trust’s historic and contemporary venues across the town include:
• Cheltenham Town Hall
• Pittville Pump Room
• The Wilson Art Gallery & Museum
• Leisure @ Cheltenham
• Prince of Wales Stadium
Our teams provide outreach services across sport, play and arts development offering learning
opportunities for all.
Hospitality (private and cash catering), events, and performances include:
• Venue hire and festivals
• Weddings and celebrations
• Corporate events
• Comedy, classical and musical performances, and spoken word events
These are an integral part of the trading company business, a key function in terms of generating a
customer experience which exceeds expectations. Hospitality, events and performances are a
fundamental part of the future growth plans for the trading company, and a crucially important
element of the programme and business for the Cheltenham Trust.
Current position
• Our current caterer has been in place for the past two contracts for the Cheltenham Town Hall
and Pittville Pump Room
• They also obtained The Wilson Café contract upon completion and opening of the new café
(October 2014)
• The current contracts include the following:
a. Exclusive catering rights for the Cheltenham Town Hall and Imperial Garden Bar
(expires August 2018)
b. Exclusive catering rights for the Pittville Pump Room (expires August 2018)
c. Exclusive catering rights for The Wilson Café including the mezzanine space (expires
October 2018)
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• In-house catering operation includes:
a. Leisure @ Cheltenham Café
b. Vending machines at Leisure @ Cheltenham
c. Birthday parties at Leisure @ Cheltenham
d. Prince of Wales Stadium including grab and go takeaway on the ground floor and
Clubhouse Bar on the first floor
e. Event catering at both venues including corporate events and celebrations including
parties and sporting events
Summary of the opportunities
At this stage The Cheltenham Trust is seeking to explore options for working with potential catering
partners from Autumn 2018. We expect that the broad range of venues and catering opportunities
will suit different types of company but are willing to consider all proposals as to the nature and
structure of the partnership.
Catering
To provide a complete catering solution and operation at all the Cheltenham Trust venues or specific
venues and operations as per the packages available below. We are also open to the option of
variations to the packages below based on the overall best business model across all the venues.
Outside catering and delivery
We wish to continue and further develop the outside catering operation which is currently run from
the Cheltenham Town Hall. This can include catering for external events, festivals, and corporate
businesses events.
The same applies for the delivery service provided from The Wilson Café. Currently this includes a
menu of breakfast and lunch items.
Investment
Capital investment proposals are invited from potential catering partners, based on return on
investment, maximising income, profit and providing an innovative and memorable customer
experience.
Maintenance
To put forward an agreement for business continuity and resilience which is economically sound for
all parties.
Marketing
To provide financial investment and support for sales and marketing activity to drive sales, footfall,
income and profit growth.
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Event management
For the Cheltenham Town Hall and Pittville Pump Room please include the option of full or part event
management for events at both venues. We have a sales team who manage enquires to the point of
confirmation. We wish to explore the option of outsourcing the event management as part of the
contract, there needs to be the consideration if this includes pre-event co-ordination and event
management on the day or are the elements separated, and how this works with the overall customer
journey for events at these venues.
For catering lead events at the other venues and café’s we would expect the caterer to manage these
events as part of the contract.
Customer experience
To provide a catering operation which consistently exceeds customer’s expectations, is agile and
innovative, and provides an outstanding experience.
Branding
To explore the opportunity to develop and implement a catering brand which works across the Trust
venues or develop a brand identity for certain catering operations within the Trust venues. As well as
utilising a current brand identity. All of which allow the opportunity to develop customer loyalty,
reputation, repeat and future business.
Financial model
To take an enterprising and open view to put in place the best business model, maximising the
operation, footfall, income and profit growth, and return on investment. As well as building an
excellent customer journey including brand and customer experience, and a strong working
relationship between all parties.
Packages
Package one
• Cheltenham Town Hall
• Pittville Pump Room
• The Wilson Café
• Leisure @ Cheltenham Café
• Prince of Wales Stadium
Package two
• Cheltenham Town Hall
• Pittville Pump Room
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Package three
• Cheltenham Town Hall
• Pittville Pump Room
• The Wilson Cafe
Package four
• The Wilson Café
• Leisure @ Cheltenham Café
• Prince of Wales Stadium
Package five
• The Wilson Café
Package six
• Leisure @ Cheltenham Café
• Prince of Wales Stadium
Please note: The Imperial Garden Bar is included as part of the Cheltenham Town Hall.
Venues and current catering operations
Cheltenham Town Hall
(Main Hall)
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(Main Hall)
Centrally located on Imperial Square, The Town Hall built at the turn of the twentieth century, is an
impressive and magnificent venue for performances and events.
The venue offers a full programme of public events throughout the year including comedy, classical
and musical performances, and spoken word events. Plus, private venue hires for corporate and
consumer events including festivals.
The Cheltenham Town Hall is also a venue for the Cheltenham Festivals including Jazz, Science, Music
and Literature.
Please note: A feasibility study is currently taking place (Cheltenham Borough Council in conjunction
with the Cheltenham Trust) to look at the future development opportunities to maximise the best use
of the Cheltenham Town Hall. This could include an extension or relocation of catering facilities.
Catering / hospitality areas
Main Hall
Regency Cafe
Pillar Room
Holst Suite
Drawing Room
Imperial Garden Bar (external, as per below)
Skillicorne Gardens (external, as per below)
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(Skillicorne Gardens)
The venue is located within the Cheltenham Town Hall, opening onto the popular and picturesque
Imperial Square.
There is a seated area directly in front of the bar and in the adjoining Skillicorne Gardens, which is
available for private hire and events.
Catering / hospitality areas (all external)
Imperial Garden Bar including hard standing with table and chairs
Public grassed area within Imperial Square
Skillicorne Gardens
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Pittville Pump Room
(Exterior)
(Main Room)
An iconic and spectacular grade I listed venue located in the quintessential surroundings of Pittville
Park, a short walk to the town centre and Cheltenham Racecourse, the home of jump racing.
The grand interiors play host to a wide variety of events including weddings, celebrations, corporate
events and performances.
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The Pump Room provides growth opportunities for venue hire, weddings and celebrations, with the
emphasis on an excellent and memorable hospitality operation and customer experience.
The Pittville Pump Room is also a venue for the Cheltenham Music Festival.
Catering / hospitality areas
Main Room
Apse
Colonnade (external area)
Oval Room
East Room
West Room
Wilson Art Gallery & Museum
(Exterior)
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The Wilson is Cheltenham’s renowned art gallery and museum, home to fine art spanning the ages
and continents, high profile touring exhibitions and special events across four floors.
The Wilson Café is currently situated on the ground floor and mezzanine floor within the main building
(further discussion required on the use of the mezzanine floor as there is the opportunity to utilise
space within the main foyer entrance of the building on the ground floor). The café also has its own
entrance with an element of outdoor seating and can be used for private events.
The café operates a food delivery service to the local area including breakfast and lunch menus.
Catering / hospitality areas
Café ground floor
Front entrance external seating
Mezzanine floor
The Space, private area for hire on the mezzanine floor (self-contained or opens out to create a larger space on the mezzanine floor)
Galleries including balcony space
Main entrance foyer
Leisure @ Cheltenham
(Main Pool)
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(Café)
Leisure @ Cheltenham is a vibrant leisure centre offering a range of fitness and sporting activities on
a pay-and-play or membership basis.
The café is located centrally on the ground floor serving drinks, snacks, hot and cold food. There is the
potential to extend the café onto two floors (space available on the 1st floor). The café also provides
catering for birthday parties and private events including celebrations and sporting events.
Vending machines provide a selection of snacks and are located within the main thoroughfare of the
leisure centre.
Please note: Leisure @ Cheltenham is about to start work on a £2.5 million investment programme.
This will include new studio space for classes, refurbished changing rooms, improved foyer entrance,
enlarged gym with new fitness equipment, enhanced swimming facilities, and a new splash pad will
be added in the summer for young children and families.
Catering / hospitality areas
Café (includes birthday parties)
1st floor opportunity to extend the café (above the current café seating area)
Sports Hall for events (next to the café)
Vending (main thoroughfare)
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Prince of Wales Stadium
(Main Stand including the Clubhouse Bar)
The stadium is directly across the road for Leisure @ Cheltenham. Sporting facilities include a running
track, sports field used for athletics, football and rugby.
The Clubhouse Bar on the first floor, serves drinks and food. It is mainly used on match days for rugby,
athletics and available for private hire including parties, celebrations and as an informal meeting
space.
A grab and go takeaway outlet is available on the ground floor by the main entrance, for sporting
events including school sports days and athletics competitions.
Catering / hospitality areas
Clubhouse Bar
1908 Suite (private hire, next to the Clubhouse Bar)
Grab and go takeaway outlet
Main sports field for external events and catering
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Current contract value & length of contract
• Contract/s will be looked at for a three or five-year period, with appropriate break clauses,
which will be confirmed during the tender process
• Please see table below for contract/s value:
Area Income (April 2016 to March 2017)
Cheltenham Town Hall (including the Imperial Garden Bar, £194,968)
£720,692
Pittville Pump Room £352,990
The Wilson Café (including deliveries) £146,410
Leisure @ Cheltenham and Prince of Wales Stadium (including vending and birthday parties)
£224,290
Total value £1,444,382
External catering (not deliveries) £77,321
Grand total £1,521,703
Please note: Cheltenham Town Hall figure includes £72,139 in December for Christmas parties, which
are organised and run by an external party company, linked to our current caterer.
Objectives
1. To take an enterprising and open view to put in place the best business model
2. To provide the Cheltenham Trust with the best financial dividend and tender offer based on
stated objectives and summary of the opportunity
3. To provide a catering operation at each venue which compliments and enhances the customer
experience:
a. A catering operation which consistently exceeds customer’s expectations, is agile and
innovative, and provides an outstanding experience
b. Generating an increase in events, footfall and overall business
c. Generating growth in income and profit
d. Developing customer loyalty and repeat business
e. Becoming a sector leader in the town and region
4. To form a close working relationship with a caterer/s to ensure we maximise business
opportunities and provide a seamless customer journey
5. Capital investment provided by the caterer/s based on return on investment, maximising
income and profit growth, and providing an innovative and memorable customer experience
6. A maintenance agreement for business continuity and resilience which is economically sound
for all parties
7. Financial investment and support for sales and marketing activity to drive sales, footfall,
income and profit growth
8. To explore event management opportunities (as stated under summary of the opportunity)
9. To explore the opportunity to develop and implement a catering brand/s (as stated under
summary of the opportunity)
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Timescale 2018
Date Action
Friday 23rd February Expression of interest goes live for 4 x weeks
March and April Potential partners are invited for informal discussions (to also view the venues and operations) and provided with the tender pack (to focus on relevant financial information, number of events, footfall and venue logistical information), further information available on request
Friday 23rd March (11.59pm) Closing date for expressions of interest to be submitted
Friday 27th April (11.59pm) Closing date for formal proposals to be submitted
May Presentations and meetings with potential partners (may also include menu tastings and site visits to venues which the caterer currently operates)
June Contract/s awarded
July and August Mobilisation, preparation and implementation
Saturday 1st September Contract/s start date
Please note: The expression of interest provides the foundation for the catering tender including
opportunities and objectives. The tender pack will focus on financial information, number of events,
footfall and venue logistical information.
Next steps
• To submit an expression of interest please complete a one-page document and email to
David Emery (contact details below) by Friday 23rd March (11.59pm) and include the
following:
a. Company details and main point of contact for the catering tender
b. Brief history of the company and any forthcomings developments which would be
relevant to the catering tender
c. Size of the company (number of staff) and financial position (including annual
turnover)
d. Relevant experience
e. Referees
Contact details
David Emery
Hospitality Manager
The Cheltenham Trust
Email: [email protected]
Compiled by David Emery, The Cheltenham Trust
22 February 2018