Sporting venues: Wembley

A ranking in the top half of the 2008 C&IT Power 50 is testament to the hard work Jackie Boughton has put in to establish herself and the non-match day events offer in the 18 months that Wembley Stadium has been open. It offers six events venue formats and the largest space is the Bobby Moore Room, which can hold 3,250 for a cocktail reception. There are also 165 hospitality boxes ranging in capacity from eight to 1,000. Headhunted in 2004 by US-based Delaware North Companies as one of Wembley's first sales and marketing recruits, Boughton had previously been sales and marketing director of the Vienna Group of Hotels and ran her own consultancy business.

- What's been your biggest challenge since opening?

The biggest challenge came before the opening. Severe delays to the project saw the stadium open more than a year late. During this time, we had to cancel events while keeping our customers fully informed. Despite high-profile negativity in the press and an already confirmed calendar of events, we managed to handle the business in a sensitive manner and 95 per cent of clients were retained.

- How important is corporate event business?

It is hugely important. My team of five were promoting the product at all the key exhibitions such as Confex and Imex a year before the venue was due to open. We are still pushing hard to attract more business.

- How do you compete with other sporting venues?

Our USP is that we're the National Stadium. It's an iconic 90,000-seat stadium with an amazing pitch. You don't have to be a football fan to be wowed by Wembley and that makes our job a bit easier.

- What does Wembley offer that others can't?

Wembley has the largest number of meeting and events spaces of any stadium. It feels as if we have many different venues within one, so there is always a configuration to fit.

- How has corporate business been?

In 2008 to date, the stadium has held 500 corporate events and attracted more than 60,000 delegates and attendees.

- What type of event is Wembley best suited to?

Conferences, exhibitions, product launches and receptions due to the flexibility of the space and the number of different venues within the stadium.

- What's the most unusual event you've hosted?

Play.com held a games console exhibition on 12 March. It was unusual because of all the different characters the show attracted. There were unique quirky stands and lots of different activities happening all the time.

- Which corporates have held events at Wembley?

All the FA top tier sponsors regularly use the venue, including Microsoft, npower and Umbro.

- How's business looking for 2009?

We have a healthy level of provisional bookings, which will see some events held at the stadium for a third year. That is a measure of our delivery. The reported subsidence has not affected any part of the stadium, but the economy will impact all venues and there will be less business. But people will still need to meet and interact and Wembley is in an excellent position to deliver this.