Heart of England Conference and Events Centre

What Heart of England Conference and Events Centre does

Heart of England Conference and Events Centre, operated by the privately-held Heart of England Promotions Ltd. (registered in England and Wales, Company No. 05246934), runs a 160-acre events site in Fillongley near Coventry, Warwickshire. The company hosts corporate conferences (capacity up to 650 delegates in the Birchley Suite), product launches, exhibitions, team building events, weddings, private celebrations, Christmas parties, wakes and memorial gatherings, and large outdoor events for up to 5,000-6,000 attendees at the Showground. Its indoor venue portfolio spans the Birchley, Chestnut, Pine, Willow, Cedar, Marquee, Dome, Big Dome, and Loft suites, plus the Tipi and Skybar for outdoor and bar events.

The service platform is integrated rather than outsourced: in-house catering ranges from bowl food to sit-down banquets; accommodation includes the Old Hall House 4-star B&B (9 rooms), glamping pods (some with hot tubs), shepherd huts, a log cabin, and camping pitches; and the company claims one of the UK's largest collections of team building activities with 35 years of experience, also offered offsite via equipment hire. Adjacent revenue lines include The Quicken Tree on-site restaurant and bar, stage truck hire, drone shows, Open Air Wellness, and self-organised events such as car shows and koi shows. The only meaningful technology adoption disclosed is Matterport-based virtual tours for remote venue visualisation.

The business model is direct-to-consumer and direct-to-business, with quote-based pricing across bundled DDR (Delegate Day Rate) packages, venue hire, catering, accommodation, and activities. Discovery and conversion run through the heartofengland.uk website plus a network of specialised sub-domains (teambuildingatheart.co.uk, weddingsatheart.co.uk, partyattheheart.com, christmasattheheart.co.uk, stayatheart.co.uk, activitiesattheheart.co.uk, quicken-tree.co.uk, heartkidsparties.co.uk, heartofenglandhorror.co.uk), supplemented by phone, email, and on-site visits. Headcount is reported in the 11-50 band, consistent with a mid-sized single-site operator serving enterprise customers (Amazon, National Grid, Kubota, Sertec, Parker Meggitt, Coop Food, Sanctuary Housing, Metro Global), the public sector (UHCW NHS), and nonprofit and education clients (British Canoeing, By The Bridge, West End Camp), alongside a long tail of weddings and private parties. Revenue, ownership structure, and management team are not publicly disclosed.

Name

Heart of England Conference and Events Centre

Legal name

Heart of England Promotions Ltd.

Website

https://heartofengland.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Heart of England Conference and Events Centre operates a 160-acre venue in Coventry, UK, hosting corporate conferences, team building, weddings, and private celebrations for enterprise, public sector, and consumer clients across the West Midlands.

Ownership category

akta.pro rank

Product category

Conference and Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Conference Centers & Dedicated Meeting Venues (THAHAAAB)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Venue & Facility Reservations (Private Rooms, Event Spaces) (HSACALAJ), VIP, Hospitality & Premium Experiences (MPAGAAAK), Party Invitations, Stationery & Guest Management (HSACACAK)

Keywords

• Conference venue services
• Corporate event hosting
• Team building activities
• Wedding venue rental
• Outdoor event spaces

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Venue Hire and Event Services: Rental of versatile indoor and outdoor event spaces including the Birchley Suite, Chestnut Suite, Pine, Willow, Cedar, Loft, Marquee, Dome, Big Dome, Tipi, and Showground. Revenue generated through hourly/daily/package-based venue bookings for conferences, exhibitions, product launches, team building events, weddings, and private parties.
2. Catering Services: In-house catering team providing flexible food options ranging from bowl food to sit-down banquets. Catering is bundled with venue hire and priced as part of event packages.
3. Accommodation: On-site accommodation including Old Hall House 4-star B&B (9 rooms), glamping pods with/without hot tubs, shepherd huts with ensuites, a log cabin, and camping pitches. Additional options include bell tents and recyclable cardboard tents for large groups.
4. Team Building Activities and Equipment Hire: One of the largest collections of team building activities and equipment in the UK. Offsite hire services available with extensive activity and equipment options. Revenue from both on-site activity packages and offsite hire services.
5. Restaurant (The Quicken Tree): On-site restaurant and bar operating independently and serving venue guests and external visitors.
6. Special Events and Themed Parties: Seasonal events including Christmas parties, Halloween events, car shows, and koi shows. Revenue from ticket sales and venue hire for third-party organized events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Heart of England Conference and Events Centre operates a 160-acre site near Coventry, Warwickshire, offering indoor and outdoor event spaces for hire (Birchley Suite, Chestnut, Pine, Willow, Cedar, Marquee, Dome, Big Dome, Loft, Tipi, Showground, Skybar). It provides conference hosting (up to 650 pax), product launches, exhibitions, team building activities (one of the largest collections in the UK), weddings, private parties, Christmas parties, catering, on-site accommodation, an on-site restaurant (The Quicken Tree), stage truck and drone show services.

Product overview

Heart of England Conference and Events Centre is a multi-service events venue offering a comprehensive portfolio of venue spaces and event services. The venue operates as a platform of interconnected spaces (Birchley Suite, Chestnut, Pine, Willow, Cedar, The Marquee, The Dome, The Big Dome, The Loft, The Tipi, The Showground, Skybar) combined with core event services including conferences (up to 650 pax), product launches, exhibitions, team building activities, weddings, celebrations/parties, Christmas parties, stage truck hire, drone shows, catering, restaurant, accommodation, and wellness services. The venue spans 160 acres with outdoor space for up to 6000 people, offering both indoor flexible meeting rooms and extensive outdoor areas. Technology features include virtual tour capabilities via Matterport for space visualization.

Differentiator

Problem solved

Functional benefit

Brands

• The Quicken Tree: Onsite restaurant and bar operated by the venue.
• Old Hall House
• The Birchley Suite
• The Showground
• Skybar
• The Dome
• The Big Dome
• The Tipi

Products and services

• Birchley Suite

Quantifiable outcome

• Conferences up to 650 pax capacity
• +3 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Warwick Castle (Merlin Entertainments): A heritage tourist attraction in Warwickshire that also hosts large-scale corporate events, weddings and overnight stays; broader entertainment operator that overlaps with Heart of England's corporate, wedding and team building event offerings.
• The NEC (NEC Group): The UK's largest exhibition and conference venue complex, also in the West Midlands; competes indirectly for large corporate exhibitions and conferences that Heart of England targets at the higher-capacity end.
• National Conference Centre (Birmingham / The Mermaid): A large dedicated Midlands conference and exhibition venue targeting exactly the same corporate conference and exhibition bookers that Heart of England serves, but at higher volume and without the rural/parkland positioning.

Direct peers

• Bosworth Hall Hotel (Warwickshire): Warwickshire hotel and event venue with conference facilities, weddings and outdoor space, serving the same Midlands corporate and social event market.
• Ettington Park Hotel (Warwickshire): Historic Warwickshire manor hotel offering conferencing, weddings and team building on a large estate; competes directly for both corporate events and weddings within an hour of Coventry.
• Whately Hall Hotel (Warwickshire): Warwickshire hotel venue hosting conferences, weddings and banquets in a similar regional full-service event model.
• Heythrop Park Resort: Large estate resort in Oxfordshire/Warwickshire border with conferences, weddings and team building; directly comparable in scale, accommodation mix and event positioning.
• Chesford Grange Hotel (Warwickshire): A large Warwickshire conference hotel with extensive meeting space, weddings and team building packages, directly competing for the same corporate and leisure event clients within a short drive of Coventry.
• Drayton Manor Hotel and Conference Centre: Midlands resort venue combining accommodation, conferencing and team building activities on a large site, directly comparable in segment mix and target customer base.
• Coombe Abbey: A historic Warwickshire hotel and event venue offering conferences, weddings and team building in a similar rural-but-accessible setting; competes directly with Heart of England for Midlands corporate events and weddings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/heartofeng

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heart of England Conference and Events Centre