Pubs refuse to play ball
A glittering event is aiming to unite the hospitality industry - but the pub trade is showing little interest in taking part. Michelle Perrett reports.
The hospitality industry is notoriously fragmented - the interests of hotels are seen as very different to the interests of pubs.
But while that may be true in some respects, networking organisation Arena is aiming to show that the whole industry can work together.
BallArena is a glittering event which is being billed as "the hospitality industry's biggest party".
It will take place on February 24 next year and will see 1,300 people enjoying a charity banquet and after-dinner entertainment - the proceeds of which will be given to charities Hospitality Action and the industry's recruitment arm, Springboard.
However, this is not just another black-tie charity ball. It has a more fundamental aim.
BallArena will be a showcase for the industry and will attempt to get more government support for industry issues while encouraging young people to consider a career in hospitality.
Tammy Mariaux (pictured), director of Arena, said: "Over 40 influencers, ministers and people from education will be attending."
The event, which already has support from over 90 companies, will see caterers, hotel groups, pub companies and suppliers donate products, people and services for the evening. The event is unique in that everything from the cloakroom attendant to the kitchen equipment is donated by the industry and no money is changing hands.
But while support from caterers, drinks companies and hotel groups has been forthcoming, pub companies have been less keen to pledge support.
"The event is meant to be representative of the whole industry, but we have poor representation from pub companies. We have really struggled to get support from pub companies and brewers," Tammy said.
This is disappointing, as every other area of the hospitality industry has pledged support.
The event will allow pub companies and brewers to show everyone their products and services. Supporting the event does not necessarily mean donating millions of bottles of beer. It could mean just providing a few people to help put together the bar or provide barstaff.
"Pubs are part of the industry, and we have to shout together," said Tammy.
She is hoping that pub companies and brewers will get on board with the event. Not just because BallArena needs support, but because she wants it to be truly representative of the whole hospitality industry.
ExCel, the exhibition venue, has donated 3,000 sq ft of space to Arena for the ball.
The kitchens, which are also donated for the event, will be run by rival caterers ARAMARK, Compass and Sodexho who will be working together as a team.
But the great coup is the celebrity chefs who will be working in the kitchens producing one course each during the evening. They include Anton Edelmann, Chris Galvin, Peter Gordon and Paul Heathcote.
Tammy said: "We are fragmented as a hospitality industry and all elements of the industry do not communicate. And as far as people in education are concerned we are the bottom of the pit.
"The industry never showcases itself. This will be like no other event and no other industry has joined together like this."
BallArena: the facts
- BallArena will take place on February 24, 2004, at ExCel in Docklands, London, during the Hotelympia 2004 exhibition
- A table seating 10 guests costs £1,500
- To find out more, or to help, email penny@arena.org.uk or call 020 8395 6065
- Go to www.ballarena.co.uk for details.
Aim of the event
- To produce the biggest team-building event the industry has ever seen to show the industry can work together
- To increase government involvement and support for industry issues
- To make education aware of what the industry can offer
- To raise the profile of all partners involved by showcasing their products and services
- To raise funds for two charities - Hospitality Action and Springboard.
