Venue Focus Magazine Feature, Summer 2003 - 'Brewing up a Storm'

Venue Focus Magazine Feature, Summer 2003 - 'Brewing up a Storm' Information:

With historic connections and a modern approach, Whitbread’s original brewery in the City can still cause a stir when it comes to events…

‘The answer is yes – what is the question?’ reads the new promotional material for the Brewery in Chiswell Street, which has recently re-branded in order to convey that it is more, much more, than just a conference centre. Don’t get us wrong, with a series of meeting rooms ranging in capacity from ten to several hundred it’s still a popular choice with daytime delegates – particularly given its fantastic location just off Moorgate – but it’s actually the Brewery’s qualities as a general events venue that makes it stand out in the industry.

Did you know, for instance, that it’s possible to throw a marquee reception for 150 people in the atmospheric cobbled courtyard (join one of the Cuban-themed shared nights this summer if you’d like to check out the space)? Or that back inside, the Porter Tun is one of the largest unobstructed rooms in London, capable of accommodating groups of up to 900 on a whopping 778 sq m floor beneath a magnificent King Post timber roof?

‘As people walk into that main hall they are absolutely bowled over,’ says Kathryn Humphreys, the event manager at Barrington Harvey, who staged the MCV Awards at The Brewery earlier this year. ‘It’s a beautiful space, nice and clean-cut but still with plenty of character – and without all the chintz that tends to come with this kind of venue,’ she explains, adding that she also liked being able to let the party spill over into the various connecting rooms.

Service, too, is a strongpoint, as another past client confirms: ‘Having used the Brewery for a number of high profile events, what always impresses me is its team’s desire to deliver high quality service – they actually seem to welcome the chance to be tested on exactly how flexible they can be,’ says Peter Morris, the events director at Deloitte Consulting. Such comments would delight the Brewery’s Sales and Marketing Director, Nick Rudlin, who always puts the ‘can do’ approach at the top of his agenda. ‘So many other venues say “we don’t do this” or “we don’t do that” but we’ll do anything as long as it’s not illegal,’ he says.

Catering is an area in which the Brewery tries particularly hard to be flexible. ‘We’ve completely moved away from the “here’s our menu, now choose” approach,’ says Rudlin, who instead asks each individual client what their party would like to eat. ‘It’s all about making food fun. We also try to add a bit of theatre by bringing chefs into the dining room or by using things like chocolate fountains – there’s got to be a bit of wow factor,’ he explains. This tactic, too, appears to be working: ‘Everyone at the MCV Awards commented on the lovely food,’ says Humphreys.

The meetings industry may already be familiar with the fantastic space, service and food on offer at the Brewery, but if you haven’t already considered the venue for events such as product launches, weddings or an annual staff dinner, be sure to book a show-round and discover for yourself its ideal mix of heritage and contemporary style as well its new flexible approach.

Jazz it Up

A good way to get acquainted with The Brewery is to join one of their shared theme-nights. If you’ve already got your summer party covered and can’t join in on the Cuban celebrations in the courtyard, why not book ahead for Christmas? This year’s festive season will see the Porter Tun being taken over by a blues theme – expect a jazz club atmosphere at dinner, followed by dancing to a Blues Brothers-style band.

Venue Focus Magazine Feature, Summer 2003 - 'Brewing up a Storm' Location:

For more information, visit venue’s website.