Search
The Caterer

Initial Style Conferences rebrands as Verve Venues

24 April 2006
Initial Style Conferences rebrands as Verve Venues

Initial Style Conferences has rebranded as Verve Venues as part of a new marketing strategy.

The change will see the group become a hospitality provider rather than just a functional training business in order to win new leisure deals.

Refurbishment of the company's 29 UK venues will start in six weeks and new facilities will be added to move the business away from its two-three star standard offer to four-star.

Richard Balfour Lynn, chairman of company owner Alternative Hotel Group, said: "We haven't tackled the leisure market yet and that's a huge missed opportunity."

Verve City, a city-centre non-residential training business for up to 300 delegates, was also announced.

Two join in reshuffle >>

Initial sold for £325m >>

Company profile: Initial Style Conferences >>

By Tom Bill

Get your copy of Caterer and Hotelkeeper every week -

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!