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Hospitality management company partners with major Warwickshire venue

A rapidly growing hospitality management company has joined forces with one of the largest events and conference centres in the Midlands to help it drive growth.

No Ordinary Hospitality Management (NOHM) has signed an agreement with IXL Events Centre, based in Southam within the grounds of the Dallas Burston Polo Club, to help secure more corporate bookings at the venue.

The award-winning IXL Events Centre, which can hold events for up to 1,000 people in luxurious surroundings, is one of the most popular venues for Asian weddings in the Midlands region.

Now, the team behind the venue is looking to grow through new business streams and is working with NOHM, the company behind Coombe Abbey Hotel, the newly refurbished St Mary’s Guildhall in Coventry and a collection of other outlets in the region.

NOHM was launched in April 2021 to work with company owners to develop and implement creative strategies and best practices to help venues fulfil their commercial potential through operational management, human resources, sales and marketing and project management.

Since that time, the company has opened a Sundae Club desert diner, the Abbey Artisan Market and Flowers at Coombe at Coombe Abbey Park, as well as the Bistro, Sundae Club and Park Gelato at the War Memorial Park in Coventry. Its latest venture – Tales of Tea at St Mary’s Guildhall, opened last month.

Through the new partnership, NOHM will assist IXL Events Centre with sales, marketing and planning activity and the businesses are confident they can increase corporate bookings to build on the success of the wedding offer.

Richard Harrison, managing director of NOHM, said: “We are thrilled to be working with IXL Events Centre. NOHM is growing rapidly and we are looking forward to tapping into the skills, experience and contacts of our team to support the growth here too.

“It has incredible facilities and offers the quality and size of space that few can compete with not only in the Midlands region, but across the country too.

“It is well-known and very popular in the wedding market, particularly for Asian weddings, but it is a bit of a hidden gem – almost a best-kept secret – when it comes to corporate hospitality and events.

“We believe there is great synergy between the NOHM team and the business here at IXL Events Centre and that gives us a great opportunity to help it grow its revenue streams.”

Atul Lakhani, the CEO of Sanjay Foods – which operates the IXL Events Centre, added: “We know what we have to offer here is very, very special and everyone who comes through the door is blown away by the size, quality and hospitality of the venue.

“We can see a great opportunity to grow the business and that is why we approached NOHM. The company has great expertise when it comes to the hospitality sector and this is a partnership that we feel can be fruitful for both businesses.”

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Pictured (left to right): Atul Lakhani (IXL Events Centre), Richard Harrison (NOHM), Ron Terry (NOHM)

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