Covent Garden opens its doors for Ultimate

Agency The Ultimate Experience has secured a two-year deal to stage events within Covent Garden Market.

Agency The Ultimate Experience has secured a two-year deal to stage events within Covent Garden Market. The event management division of Concerto Group has been appointed by the site’s managing agent Nelson Bakewell to host a series of activities for up to 1,500 guests using the market’s central avenue, north and south halls and surrounding east and west piazzas. Guests will be catered for by Create, also part of the Concerto Group, and The Ultimate Experience is looking to take bookings from June onwards. “This is a prestigious and unique event space, which will appeal to both UK and international markets,” said The Ultimate Experience managing director Mike Kershaw. “It offers lots of possibilities and is clearly an unusual venue for post-film premiere parties or even an outside alternative to the traditional Christmas party.” Nelson Bakewell divisional director retail marketing Alan Thornton said: “Covent Garden Market is an untapped space in terms of corporate hospitality. In opening up such a prominent public venue we needed to be certain we were working with a company that understands the sensitivities and restrictions of the location, and has the imagination to develop its unique strengths.”

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