Business District, Coventry

Business District, Coventry

Coventry BID

Coventry BID

Coventry BID (Business Improvement District) was planning to host a large-scale city centre food festival in summer 2024. With ambitions to bring in over 100 regional exhibitors, the BID needed an external specialist to design and drive the commercial approach. Hartley Consulting & Events was brought in to shape the sales strategy, oversee the exhibitor process, and build core marketing and data systems. While the festival didn’t ultimately proceed, all preparatory work was successfully delivered.

Coventry BID (Business Improvement District) was planning to host a large-scale city centre food festival in summer 2024. With ambitions to bring in over 100 regional exhibitors, the BID needed an external specialist to design and drive the commercial approach. Hartley Consulting & Events was brought in to shape the sales strategy, oversee the exhibitor process, and build core marketing and data systems. While the festival didn’t ultimately proceed, all preparatory work was successfully delivered.

Strategic Review

Business Development

Sales Support

Go Back

Go Back

Coventry Skyline
Coventry Skyline
Coventry Skyline

INDUSTRY

Public & Destination

CLIENT TYPE

Institution

KEY RESULT

Exhibitor sales infrastructure fully delivered

TIMELINE

Project-Based

The Challenge

The BID had ambition to scale its festival offering but lacked internal capacity to shape a sales strategy, manage exhibitor onboarding, or execute commercial email campaigns. They needed hands-on consultancy to support everything from messaging to deal closure.

Our Approach

Designed sales packages tailored to different exhibitor types

Designed sales packages tailored to different exhibitor types

Designed sales packages tailored to different exhibitor types

Designed sales packages tailored to different exhibitor types

Designed sales packages tailored to different exhibitor types

Designed sales packages tailored to different exhibitor types

Delivered email campaign plan and CRM structure to manage leads

Delivered email campaign plan and CRM structure to manage leads

Delivered email campaign plan and CRM structure to manage leads

Developed a commercial data list of potential exhibitors

Developed a commercial data list of potential exhibitors

Developed a commercial data list of potential exhibitors

The Results

Built a verified contact list of 100+ regional traders

Built a verified contact list of 100+ regional traders

Built a verified contact list of 100+ regional traders

Provided a reusable system for future BID-led event delivery

Provided a reusable system for future BID-led event delivery

Provided a reusable system for future BID-led event delivery

Personally sold stands and managed inbound enquiries

Personally sold stands and managed inbound enquiries

Personally sold stands and managed inbound enquiries

More Success Stories

Who We
Work With

See how we’ve helped other venues, event spaces, and suppliers grow through smart strategy, bold positioning, and hands-on support.

Strategic support that turns insight into action. Tailored to help venues, organisers, and suppliers grow with clarity.

All

Venues

Suppliers

Institutions

Association of Drainage Authorities (ADA)

Association of Drainage Authorities (ADA)

Membership Organisation, UK

Beaconside Conference Centre

Conference Centre, Stafford

Belgrade Theatre exterior, chosen to represent successful repositioning and strategic venue support.

Belgrade Theatre

Theatre, Coventry

All

Venues

Suppliers

Institutions

Association of Drainage Authorities (ADA)

Association of Drainage Authorities (ADA)

Membership Organisation, UK

Beaconside Conference Centre

Conference Centre, Stafford

Belgrade Theatre exterior, chosen to represent successful repositioning and strategic venue support.

Belgrade Theatre

Theatre, Coventry

All

Venues

Suppliers

Institutions

Association of Drainage Authorities (ADA)

Association of Drainage Authorities (ADA)

Membership Organisation, UK

Beaconside Conference Centre

Conference Centre, Stafford

Belgrade Theatre exterior, chosen to represent successful repositioning and strategic venue support.

Belgrade Theatre

Theatre, Coventry

See All Case Studies

See All Case Studies

Let's Talk About What You Need.

Tell us a bit about your project and we’ll get back to you within 1–2 working days.

Midlands, United Kingdom

chris@hartley.events

‭07736 107770‬

Chris Hartley