I was interested in your recent Special Report covering corporate hospitality “Measuring up” (MW August 4).
Unfortunately, it was a little disappointing in that it was limited to very familiar ground.
I appreciate Wimbledon and Twickenham represent corner stones of hospitality, but there is so much more involved in what is becoming an increasingly diverse industry.
I agree with Eddie Hoare – laying out objectives is essential to the success of any event.
My argument is that they can be achieved (and are increasingly achieved) by developing innovative, bespoke events which offer far more than a lunchtime hangover.
As for measurement, our customers don’t have a problem recognising whether their event has been a success.