Featured image credit: Levy UK + Ireland
Aston Villa has agreed a 10-year extension to its long-standing partnership with Levy UK + Ireland, on the back of a complete overhaul of Villa Park’s hospitality spaces.
The sports and entertainment arm of food services business, Compass Group UK & Ireland, worked with the Premier League club on the project, for which Laura Worsey, Aston Villa’s head of hospitality and catering, last month explained all to TheStadiumBusiness.com.
In the span of a tight five-month timeline during the summer, Aston Villa and Levy transformed 14 pre-existing hospitality areas and created three brand-new spaces at Villa Park. The redevelopment also expanded the stadium’s premium seating options, with an additional 1,300 seats designated as either general admission plus or premium.
Central to the redesign was a food-led redevelopment strategy, which included the renovation of kitchen facilities, and the introduction of new menus designed to elevate the matchday experience. The partnership with Levy also includes Villa’s training ground – Bodymoor Heath.
At the heart of the extended collaboration is a commitment to excellent fan experience. Levy has brought a range of new technologies to Villa Park, including self-order units, frictionless kiosks, and self-pour options, all designed to enhance the speed of service and reduce dwell times.
Moreover, with the extended partnership and summer project, Villa now offers a wider range of hospitality services that cater to all price points, setting a new benchmark, the Birmingham club claims, not only within the Premier League but across the entire sporting world.
“We are only as good as the company we keep, and we want best-in-class partnerships,” said Chris Heck, Aston Villa president of business operations.
“Our collaboration with Levy is exactly that – a true partnership with the best in the hospitality space. We’re incredibly proud of what we achieved together in such a short time frame last summer and are excited to see what we can accomplish over the years to come. Innovation and improvements will continue across Villa Park to cement our status as a world class venue.”
Sustainability has also been a key focus of Levy and Aston Villa’s ongoing partnership. Levy’s exclusive partnership with sustainable packaging innovators, Notpla, has seen seaweed-based, biodegradable food packaging used across Villa Park. The partnership has also prioritised sustainable and locally sourced food options and vendors.
Levy, through its association with street food specialist KERB, has curated a lineup of local independent vendors for Villa Park. The venue offers menus from some of Birmingham’s leading street food vendors, including Pietanics, Flying Cow, Street Souvlaki and The Currywurst.
Jon Davies, CEO of Levy UK + Ireland, added: “We are delighted to extend our partnership with Aston Villa and continue our journey towards a more sustainable future. This collaboration allows us to showcase our dedication to innovation in food, technology, and sustainable practices, all while delivering exceptional experiences for the Villa fanbase.”
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