All England Lawn Tennis Club (Wimbledon) Case Study
VISION:
The All England Lawn Tennis Club (AELTC), a private club that annually hosts The Championships at Wimbledon, engaged Legends International in April 2016 to conduct a review of its operations. Although the club already delivered a high-quality experience and ran a profitable premium hospitality business, they wanted to address a few issues and make some changes prior to hosting The Championships that year.
PROJECT:
Legends International developed a strategy to deliver the optimal hospitality business from both a brand and profit perspective. The strategy successfully addressed the following issues:
Unclear product, pricing hierarchy and a confused customer base
Reduction in the number of on-site premium hospitality covers due to the implementation of the facility master plan
Need to migrate long-term existing partners into the new facilities
Sub-optimal business arrangements, resulting in “financial leakage” away from AELTC due to third party involvement, while supply and pricing were not matching market demand
Changes in market conditions
To deliver the final strategy for the AELTC, Legends conducted multi-level research and analysis including:
A review of historical operations of AELTC, stakeholder interviews and a detailed site visit
An evaluation of financial operations and the interaction between general and hospitality ticketing and debentures
A review of existing contracts with suppliers, partners, and consumers
Assessment of the various operational and physical constraints of The Championships and AELTC in order to deliver its final recommendations and roadmap
RESULTS:
Legends delivered a long-term sales and hospitality strategy that:
Maintained The Championships’ position as the pinnacle of premium hospitality in British sports
Substantially improved the AELTC’s financial return while providing a significantly improved experience for all users