Feb 24, 2012

Essex Cricket has confirmed the further extension of its joint partnership with Lindley Venue Catering - the specialist sports stadia catering division within the Lindley Group - for the 2012 cricket season.

This is the eighth consecutive year that Lindley Venue Catering has worked with Essex Cricket to develop the catering services and hospitality facilities at The Ford County Ground, and the Club and caterer say that 2012 will see a major step change in enhancing the match-day catering experience at the ground.

Under the renewed partnership venture, a number of new initiatives are underway in readiness for the start of the 2012 cricket season which opens with an LV= County Championship match on 5th April.

The programme includes the refurbishment of the Club's popular Spinners Bar and, along with the new décor and branding, new seasonal menus featuring fresh soup, new hot food options and freshly made premium sandwiches are being introduced, as well as 'express´ serving areas for drinks. The food offer in the Pavilion members' area will also be revamped to focus on serving hearty individual hot meals (such as Steak and Spitfire Ale Casserole with Dumplings), homemade cakes and fresh soup.

As part of the joint venture, Lindley Venue Catering will be working with the Essex Cricket team to support the Club's marketing activity to promote the excellent facilities and attract more conference, banqueting and corporate and private events business to the prestigious county ground.

Danny Macklin, Commercial Manager, at Essex Cricket said, "We're pleased to reaffirm our partnership with Lindley Venue Catering as we head into the 2012 season.

"Over the past seven years, we have built a close working relationship with the Lindley team and with the level of commitment and trust we've now established, we're confident that the new initiatives we are introducing this year will not only enhance the match-day experience for our members and visitors, but will also open up significant opportunities for the club to maximise the revenue potential of the facilities we have here."

Adam Elliott, the Lindley Group's Chief Executive Officer added, "Before embarking on this year's development programme, we canvassed the Club's members to get a more personal feel for their 'wish lists´ and expectations from catering services and facilities at the ground.

"This provided us with valuable insight which has shaped our plans and encouraged us to broaden the range of food on offer and ensure it is aligned with cricket fans´ preferences and requirements. Guests are usually at the ground all day so it's important to offer plenty of variety to satisfy the different eating occasions from breakfast, to mid-morning/afternoon snacks and lunch. This is what led us to develop new food outlets such as a deli offering, and to refresh and expand the bar menus.

"During the current football season, we've introduced a number of new branded food retail concepts in football stadia and these have increased sales by up to 20%. We're taking a similar approach at Essex Cricket, and fine tuning it for cricket fans. We believe that the changes being implemented at The Ford County Ground will also result in an increase to the catering revenue generated by the club which currently stands at around £600,000 a year."