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Event Venue, Ardingly

Event Venue, Ardingly

South of England Event Centre

South of England Event Centre

The South of England Event Centre (SEEC), one of the region’s largest and most flexible event spaces, sought expert support to review and revitalise their sales and marketing strategy. Hartley Consulting & Events was brought in to assess internal processes, resource alignment, and commercial performance. The brief focused on building a clearer growth strategy: understanding where current effort was being spent, identifying missed opportunities, and ensuring the venue had the right team, tools, and messaging to unlock new demand.

The South of England Event Centre (SEEC), one of the region’s largest and most flexible event spaces, sought expert support to review and revitalise their sales and marketing strategy. Hartley Consulting & Events was brought in to assess internal processes, resource alignment, and commercial performance. The brief focused on building a clearer growth strategy: understanding where current effort was being spent, identifying missed opportunities, and ensuring the venue had the right team, tools, and messaging to unlock new demand.

Strategic Review

Business Development

Sales Support

South of England Event Centre
South of England Event Centre
South of England Event Centre

INDUSTRY

Venue & Event Management

CLIENT TYPE

Venue

TIMELINE

Fixed Term

KEY RESULT

Strategic plan and resource model delivered in 5 days

The Challenge

SEEC required a commercial expert to conduct a “health check” of their sales and marketing activity. With a broad site and diverse offering, their goal was to improve lead quality, streamline internal processes, and reposition for consistent growth in bookings. They needed a fresh perspective on whether they were targeting the right customer segments, using the right tools, and making the most of their brand reach across local and national event markets.

Our Approach

Conducted a full audit of enquiry channels, retained/lost clients, and data targeting


Conducted a full audit of enquiry channels, retained/lost clients, and data targeting


Conducted a full audit of enquiry channels, retained/lost clients, and data targeting


Reviewed sales processes: proposal flow, event management, team roles and reporting


Reviewed sales processes: proposal flow, event management, team roles and reporting


Reviewed sales processes: proposal flow, event management, team roles and reporting


Identified key verticals and partners (e.g. LEPs, chambers, venue-finding platforms)


Identified key verticals and partners (e.g. LEPs, chambers, venue-finding platforms)


Identified key verticals and partners (e.g. LEPs, chambers, venue-finding platforms)


Evaluated existing packages (e.g. DDRs, Christmas) for market-fit and competitiveness


Evaluated existing packages (e.g. DDRs, Christmas) for market-fit and competitiveness


Evaluated existing packages (e.g. DDRs, Christmas) for market-fit and competitiveness


The Results

Clarity on team structure, tools, and skills needed to support future sales delivery

Clarity on team structure, tools, and skills needed to support future sales delivery

Clarity on team structure, tools, and skills needed to support future sales delivery

A targeted list of event markets and verticals to pursue

A targeted list of event markets and verticals to pursue

A targeted list of event markets and verticals to pursue

Clear strategy for improving marketing ROI and boosting bookings across seasons

Clear strategy for improving marketing ROI and boosting bookings across seasons

Clear strategy for improving marketing ROI and boosting bookings across seasons

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Midlands, United Kingdom

chris@hartley.events

‭07736 107770‬

Chris Hartley