EP Business in Hospitality Issue 49 - April 2014

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Continuous REINVENTION In the early ’90s, Greg Lawson developed a venue for Christmas parties on an aerodrome in Leicestershire. He was at the start of a road that has seen him launch the Battersea Evolution conference centre, be one of the chosen caterers at the Olympics and form a partnership with Angela Hartnett. This serial entrepreneur has launched many businesses as he has a vision of how to engage customers. With a £20m turnover, Smart Group has the platform to further growth. EP met with Greg to understand his story and learn of his hopes for the future Of all the sectors in hospitality, the recession has arguably been the most brutal on the events sector. Quite a number of companies have fallen away, yet there are a few companies that have adapted and thrived under the most difficult of circumstances. Those that run events companies are often high octane characters – on the stage, creative, pushing the boundaries and living close to the edge. Their success is determined by creating “fan clubs” of customers won over at events that have left their mark. It is a testing examination which only the very best come through. The UK sector is fortunate to possess some exceptional examples of leading exponents in managing events. One could argue that Greg Lawson has been his own man from an early age and has become a serial entrepreneur within the sector. He has reinvented both his business and himself to meet each new audience. He did not follow the conventional road as he realised early on that he could be both the promoter and the caterer for large-scale events. In 1992, he founded The Christmas Company, which built a structure to host Christmas parties and events on an aerodrome in Leicestershire. He also founded Lawson Beaumont, which catered for the events. “Our aim was to create a venue that provided multi-faceted entertainment and great food,” recalled Greg. “We worked hard to build excitement as the evenings would progress and we understood that the atmosphere was crucial. Seems strange now but I was the pioneer of such concepts. There was a gap in the market for venues that provided for mixed parties. We broke new ground and it worked well.” We met at Greg’s London office, in Covent Garden, for the Smart Group. ALL PHOTOGRAPHS NICK DAWE 16 | April 14 | EP
BUSINESS Greg spoke with refreshing candour as he told his story. “We opened in London in 1993 and we expanded quite quickly through the country with sites in Bracknell, St. Albans, Nottingham and Milton Keynes. We soon had a turnover for our Christmas product of £9m. Even though it was two companies, I saw it as one product. We sold out the concept to Break for the Border, which was an AIM-listed business. We continued the trend to develop great event venues that excited the modern audiences. “I then met Steve McManus (Gardner Merchant Sodexo) and I facilitated the sale of Lawson Beaumont, from Break for the Border, to Gardner Merchant Sodexo. We worked with them for two years before I proposed an option whereby I would create a new company and manage the events operation, with Sodexo as catering provider. This agreement worked successfully for a further six years and it was a great time, but eventually I felt it was best to start my own venture again. I think it can be hard for characters such as me to work within the corporate framework long term. We need to be at the cutting edge. This is no reflection on anyone. It is just what is in our blood. “In 1999, I founded Quantum Leap Events, which reinvented the same model that had worked for me, and Sodexo were my catering partner. In 2004, I founded Smart Hospitality and also launched Battersea Evolution. In 2005, I invested in a production company to support Battersea Evolution. In 2013, Smart Live was created. “I have always felt that sports hospitality has been a market that could be invigorated. Quite frankly, most of the catering at stadiums around the country is disappointing. I am a huge rugby fan so I had experienced it first hand. I felt we needed to modernise, so in 2007 I launched Harlequin Events, which started at Leicester Tigers and offered great hospitality for the supporter – the best draft beers, Bloody Marys on arrival and large screens throughout the venue. After matches we would change the lighting slightly, replay the matches on the screen in silence and bring in the England players to mingle with the supporters. It was real rugby hospitality. “In 2012, we opened a site at Wimbledon on a picturesque site at a golf club and for the first time we introduced Smart by Angela Hartnett. It was just right for the Wimbledon audience, and so we have continued. We also took over the Polo in the Park at the Hurlingham Club and for the first time introduced street food to such an event. In 2013, we won a contract to cater at Ascot in The Royal Ascot Village in 2014. All our staff will wear bowler hats and it will have a champagne bar at its heart, serving exceptional cocktails. In the afternoons, we will launch a new concept called The Madhatter’s Tea Party, which will be fun and interactive. “What makes us different is that we understand the customer and we work hard to excite and engage them. I’m not the most sophisticated client, but I do understand what the customer is hoping for and how to engage them. My whole career has been focused on engaging large audiences and making sure they have fun. We work in an exciting industry that is focused on providing memorable occasions. In the old days, I think the industry did not achieve this well enough. Today, I think the industry has grown and matured and we have some exceptional companies competing in the market. I would like to think we have been at the forefront of this change.” Does Greg see himself as a promoter or a caterer first? “A caterer. No question. Everything I do has food at its heart. I was originally a hotelier and restaurateur and that is still in my blood.” And what is the highlight of his journey to date? “The Olympics – it was the pinnacle of my career. We were up against the giants and we won a major contract. We used Angela to lead the food and we delivered Michelin star standard food for 17 straight days. It was exceptional. I cannot praise Angela enough. She is hard working, honest, straightforward and a thoroughly decent person. She has a passion for delivery that sets a benchmark that others follow.” So where does the future lie? “The Olympics reignited my appetite and I see growth in the sports hospitality field. We have quite a few plans in development.” We noted there must be interested parties approaching Greg to acquire his business. Does he have an exit plan? “I am not sure I would want to exit again. I enjoy the business too much. We have a £20m turnover and I see a platform for growth. One of my sons is in the business and I am enjoying seeing new talent come through. We are building real strength in depth and I would like to see a succession plan that takes the “Everything I do has food at its heart. I was originally a hotelier and restaurateur and that is still in my blood” business forward,” notes Greg. He speaks with genuine care and affection for the whole team. “I have no definitive targets. I don’t think we have shouted about what we do enough. We are excellent at connecting with our customer but we have been modest about ourselves, as I guess we should be, but to grow to the next level we will need to expand our approach. Our desires are to reach out to new markets and audiences, building upon the platform of events we’ve delivered and reputation we’ve built. “The industry has professionalised over the last 20 years. It is now the new rock ’n’ roll. It is an exciting era. I want to see where we can take the business. I want to see what new ground we can break and how far we can go. This is my challenge.” EP | April 14 |17
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Page 37 and 38: JOELSON WILSON OPINION All change!
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EP Business in Hospitality Issue 49 - April 2014

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