Arena Structures Winning Form at the 2010 Cheltenham Festival

Arena Structures introduced their new Flat Lining product giving a clean, contemporary finish for the temporary structures internal walls, while accommodating plasma screens and artwork.

This illustrious meeting of the Irish and English equine fraternities sees winning smiles, torn up betting slips and raised glasses (of Guinness) across four days that included St Patricks day, culminating in the prized Cheltenham Gold Cup.

Arena Structures’ Horizon double-decker suite gave guests up-close views through expansive glass frontage onto the finishing straight, with the upper floor enjoying panoramas across the whole course. Adjacent was the perennial favourite Arena Scene four-storey hospitality box and another Arena double deck temporary hospitality venue.

Arena’s Project manager David Moynes says:
“We have received a lot of positive comments about the high standards of the interiors, where our new Flat Lining and solid interior wall system have made a huge difference. Our sister company Spaceworks supplied new ranges of furniture that really kept the suites looking fresh.

“Entering 2010 the struggling economy has meant businesses are booking hospitality later than ever before across all events. This led us to adopt a more pragmatic and flexible approach to support organisers by creating the best possible product to offer their clients at the best value.

“It was clear that we could apply a new business model that would help all parties. We have worked closely with Cheltenham’s managing director Edward Gillespie and his team (including the hospitality agencies and caterers) to allow them to accept late bookings. We speculatively added 20m of additional facilities which thankfully due to a number of late bookings were fulfilled. By taking that share of the risk with Cheltenham we created the opportunity to increase their revenue, which in turn has fed back to all stakeholders.”