F3, the joint venture between One Event Management and Legends of the US, has won a 10-year contract with Watford Football Club. The Watford FC catering partnership strengthens F3's growing presence within the Premier League with other contracts including Manchester City’s 60,000 seater Etihad Stadium.
The agreement sees F3 take responsibility for operations and product development for the club's retail spaces and hospitality areas. In addition to enhancing the home and away match day fan experience, F3 will help Watford FC promote the Vicarage Road stadium as a destination for non-match day events.
Capital investment projects already undertaken for the 2016-17 season include the addition of two new hospitality areas, which reflects the demand for premium, higher yielding seats. The development of small plate menus and a chef's table reflect guests’ interests in food as part of their match day experience. All menus use the local suppliers where possible and are designed around seasonal produce and draw on food trends.
F3 follows One Event Management group’s wider ethos for entrepreneurialism in the business of food and entertaining. F3 also provides award winning match day and non-match day catering for venues including the Rose Bowl and the Angel Stadium in Los Angeles.
Watford Football Club is a 22,000 seater stadium and offers event spaces on non-match days for up to 500 guests in a choice of 20 spaces.
Paul O’Brien - Head of Sales at Watford Football Club comments, "F3 is a company whose service and quality level is second to none and we are proud to be working with them".
Neil Worcester, Managing Director of F3 adds “We are delighted to be working with Watford FC, an organisation which mirrors our company values to innovate and give the best experience to its guests”.