Catering Tender 2018 Expression of Interest · menu of breakfast and lunch items. ... The Wilson...

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Catering Tender 2018

Expression of Interest

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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



• The Wilson Café

• Leisure @ Cheltenham Café


Package two



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Package three



• The Wilson Cafe

Package four




Package five


Package six



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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Imperial Garden Bar

(Imperial Garden Bar)

(Imperial Square)

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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.


Main Room

Apse

Colonnade (external area)

Oval Room

East Room

West Room

Wilson Art Gallery & Museum

(Exterior)

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(The Wilson Café)

(The Wilson Café)

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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.


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.


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.


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

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