Smart Group launches new hospitality brand at Royal Ascot

11 February 2014 by
Smart Group launches new hospitality brand at Royal Ascot

Smart Group is to launch a new hospitality brand, with creative director Angela Hartnett, at key sporting events this summer.

The Smart Experiences concept, run in collaboration with Smart Hospitality's Michelin-starred creative director Angela Hartnett, will launch at Royal Ascot in June.

Available for both corporate and private hospitality, the experiences will be tailored to each sport with food the focus, such as quintessentially British at Wimbledon, hearty meals at Twickenham and grazing stations at the Polo. The launch at Ascot will include a Mad Hatter's Tea Party and a Friday night curry night.

Smart Group chief executive Greg Lawson said: "Smart Experiences steps away from the usual hospitality that people have grown accustomed to at sporting events.

All Smart Experiences packages will include tickets to the main sporting event.

The Caterer Breakfast Briefing Email

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

Sign Up and manage your preferences below

Check mark icon
Thank you

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

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking