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Home > News > April 2006 > 26-Apr-2006

AHG re-brands conference and training business

The Alternative Hotel Group (AHG) has announced major changes to its conference, meetings and training business.

Initial Style Conferences, which AHG acquired in December 05, will now be known as Verve Venues, carrying the strap line 'Beautiful Places - Inspiring Spaces'.

The company says it will commence an immediate major re-branding exercise of its portfolio of 29 properties throughout the UK over the next six months. 'City Style', the company's non-residential city based venues, will be known as Verve City.

Richard Balfour-Lynn, chairman of AHG, commented, "The team here at AHG are specialists at building brands. Our intention is to assess the offering at Verve Venues and to develop a brand and product that will produce a better experience for all.

"We are going to positively change the culture and make Verve Venues an exciting organisation to do business with and work for."

Verve Venues says its plans include:

  • A substantial refurbishment programme for Verve Venues to move from typically a 2-3 star to a 4 star offering, focussing on bedrooms, reception areas, meeting rooms and training areas.
  • Introducing WiFi technology as a new standard across the business
  • Expanding its portfolio through both organic growth and acquisition
  • Establishing a strong leisure offering throughout its portfolio, and strengthening the existing golf and wedding market.
  • Opening new services such as spas, health & fitness centres and activity-led learning weekends

"Time for work and play are increasingly inextricably linked. Trainers and clients want to teach and learn in a great environment, but also want the option to be sociable and relax," said Balfour-Lynn.

"With a portfolio of fantastic heritage style properties enjoying huge open spaces, we have an undoubted opportunity to challenge the way things are done in the industry and turn this into an exciting and dynamic business for both our clients and employees.

"We currently operate a 3-day week business and plan to address this quickly and aggressively. By increasing our weekend leisure business, we can offer a strengthened proposition and add value to clients without adding to their bill."

Verve Venues says the new brand and identity will encompass every aspect of the business including exterior and interior signage, staff uniforms, point of sale, advertising, direct mail and the company's website.

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