Rotherham United FC selected Lindley Venue Catering as its catering and events business partner following a competitive tender for the five year, £6.1 million contract to provide catering and events sales and marketing services for the club when it relocates from its temporary home at Don Valley Stadium in Sheffield to the prestigious new 12, 000 capacity New York Stadium next season.
Located in the centre of Rotherham in an area formerly known as New York and on the site of a former foundry which manufactured fire hydrants for New York City - hence the stadium’s name - one of the key objectives of the new venue is to generate revenue from non match day events and activities. The design of the new complex incorporates flexible, state-of-the art conference and banqueting facilities for private and corporate functions, and will include a 400-cover hospitality suite overlooking the pitch along with a variety of other meeting rooms and suites.
Responsibility for proactively selling and marketing non-match day events at the New York Stadium will form a major part of Lindley Venue Catering’s remit, alongside providing all public and hospitality catering services on match days. Lindley Venue Catering will be installing its new range of award-winning branded retail food offer at the ground, including Frank’s Original New York Streetdogs® which adds to the stadium’s association with New York.
The new venture will create at least 80 full and part-time jobs, and Lindley Venue Catering is now recruiting to fill the new posts.
Tony Stewart, Chairman of Rotherham United FC, says: “The New York Stadium is much, much more than just a football stadium. In the past two years we’ve spent a lot of time during the design process concentrating on making sure the stadium has seven days a week functionality.
“From the outset we wanted the stadium to attract business and visitors from outside the area. And, being located in the centre of Rotherham, we also wanted it to serve and become part of the local community, as well as fulfilling its role as a functioning professional sports stadium.
“We believe the New York Stadium design has achieved these aims, and we were looking for a catering and events operator which has the experience and expertise to work with us in developing and maximising the non match-day revenue potential of these fantastic new facilities, and, at the same time enhance and develop the food offering and catering services on match-days.”
Stewart adds: “The input, insights and guidance we have received from Lindley Venue Catering during the development phase has been invaluable, and the team has clearly demonstrated that they have the skill set, enthusiasm and commitment to ensuring the New York Stadium becomes one of the country’s leading events venues.”
Jonathan Davies, The Lindley Group’s Head of Sales & Marketing,, says: “It is a great privilege to be given the opportunity to work with Rotherham United FC at such a pivotal point in the club’s history, and to become the first catering and events company to operate at the New York Stadium.
“We are well-versed in operating in multi-function venues and are able to bring an integrated approach to managing all aspects of the catering, sales and marketing functions for the New York Stadium, which we regard as a showcase venue for Yorkshire.
“The facilities provide a great sales opportunity and we’ll be launching a new fully search optimized website (www.newyorkstadium.net) to attract corporate and private events business locally and nationally – for example, a website we developed for one of our other venues generated a 20% uplift in conference and banqueting sales.
“We’ll also be encouraging the local community to make use of the facilities and are planning, for example, to introduce loyalty incentives to encourage fans to hold celebrations for families and friends at the stadium.
“The quality of food and service will also clearly be a priority, and our Creative Director, Gary Bates, will be working with the catering team at the New York Stadium to create bespoke menus inspired by locally sourced produce and regional dishes which will be given a contemporary twist.”