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£2 million not out for Edgbaston after record month

The home of Warwickshire County Cricket Club says meetings and events business generated 12 per cent of turnover

Pictured: Edgbaston's new conference and events recruits Lisa Durrant and Lucy Harper

Edgbaston Stadium, home of Warwickshire County Cricket Club and a regular Test cricket venue, has declared December 2015 as its conference and events team’s busiest month on record.

The Birmingham cricket ground hosted a record 6,676 guests at its 1980s-themed Christmas party nights in December; an increase of 20 per cent in comparison to 2014. In total the venue hosted 28 Christmas parties, with five shared major party events and 23 private functions.

And it represents increasing success for the venue, where meetings and events revenues accounted for £2.2million of the Warwickshire County Cricket Club’s £18m turnover for 2014-15.

As a result, Edgbaston has made two new appointments, Lucy Harper a proactive sales executive, and Lisa Durrant joining as sales co-ordinator. Harper has previously held roles at the Stratford Manor Hotel, Walton Hall Hotel and Brockencote Hall Hotel, while Durrant has more than 10 years’ of hotel experience after positions with Radisson Blu, Malmasion, Hotel du Vin and St John’s Hotel in Solihull.

A high-profile marketing campaign and the theming of the Christmas events helped drive performance in sales in December, said Maria Clune, head of conference & event sales.

“By being able to offer a variety of different sized suites, the stadium was able to accommodate more than 1,000 guests at five different Christmas parties on one particular night.

“The 1980s Christmas theme has been a huge success and we’ve received some great feedback. We are already working with many of our delegates that attended to produce a similar event in the height of summer.”

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