Cricket clubs pitch for hotel business

By Nigel Packer

Professional cricket clubs are set to follow in the path trodden by their football counterparts by opening hotels to boost earnings.

Lancashire County Cricket Club, one of the giants of the English game, has just unveiled plans to open a 68-bedroom complex. Thirty-four of the rooms will overlook the pitch at the Old Trafford stadium (Caterer, 11 June, page 9).

Nottinghamshire, too, has developed new executive boxes that can be adapted as overnight accommodation, although their use is to be restricted only to those with some connection with the club.

Gareth Moores, sales and marketing manager at Lancashire CCC, says the development of a hotel is a logical step forward for a sport that has long-established links with corporate hospitality.

"Considering that many cricket clubs already have extensive banqueting and conference facilities at their grounds, this is the final piece in the jigsaw," Moores said. "However, the scale of investment required could preclude some clubs from carrying out such developments."

Revenue generated at Old Trafford Lodge will help with the running of the first and second XIs, and also development of the youth team, he said.

Nottinghamshire chief executive Mark Arthur said his club was increasingly looking at new methods of making money following the success of its banqueting suite, which opened five years ago.

The executive boxes and accommodation at the club's Trent Bridge ground form part of a new stand development that also contains an indoor cricket school. The accommodation will not be available to the general public, and is designed primarily for those taking part in residential courses at the school.

But a spokesman said the club was looking at the possibility of making the accommodation available to journalists covering matches, or visiting overseas cricket teams.