CASE STUDY

Weston Homes Stadium

Weston Homes Stadium, home to Peterborough United.

Client
Peterborough United
Venue
Weston Homes Stadium
AIM
Maximising growth on a limited budget
SCOPE
Full service contract

During the close season, we set out to completely transform an underperforming kiosk in the London Road End, originally built in 1954. Stripping it back to brick, we redesigned the space to maximise sales capacity, introduce new till points, and speed up service for home fans. At the same time, we expanded sales points in the away stand, turning a previously unused void space into a high-performing retail unit that significantly increased revenue opportunities. From the very first match of the 23/24 season, the results spoke for themselves.

Fans benefitted from faster service, and sales volumes rose considerably. Beyond matchday food and drink, we also revitalised a struggling bar in the main stand, transforming it into a welcoming coffee and cake shop. With a tailored offer that resonated with a specific audience, sales have quadrupled, giving fans a fresh, high-quality alternative that adds real value to their matchday experience. This project proves that even with a limited budget, smart, strategic changes can drive significant commercial gains while improving the overall fan experience.

Working Process

Re-purposing a vacant space to drive retail sales

Opportunity

Realised an existing facility was at income capacity if nothing changed

Ergonomic Plan

To maximise storage, holding of food and drink, plus new 'beer-only' point to increase service delivery and sales

Delivery

Our team collaborated in the off-season with suppliers and partners, also installing new branding to attract fans

Results

Match-day sales increased by over 25% in a kiosk originally built in the early 1950's

Further Case Studies

Take a closer look at other success stories in the VCP portfolio.

MKM Stadium

We drove growth through innovation for the home of Hull City and Hull FC with a 62% increase in spend per head.

FULL CASE STUDY
FULL CASE STUDY
Button Icon
Eco Power Stadium

Street-food to energise the fans and elevated hospitality experiences made for a great start to this new contract.

FULL CASE STUDY
FULL CASE STUDY
Button Icon
Malvern Theatres

A total operational review made sure the catering operation is now more guest focused and increasingly profitable.

FULL CASE STUDY
FULL CASE STUDY
Button Icon
Weston Homes Stadium

Creating new dining experiences and maximising growth on a limited budget.

FULL CASE STUDY
FULL CASE STUDY
Button Icon
Interested to hear how we could enhance your venue?

Let’s work together

All the best partnerships
start with conversations...

GET IN TOUCH
GET IN TOUCH