Initial Style Conferences re-brands to Verve Venues

Initial Style Conferences will now be known as Verve Venues, carrying the strap line 'Beautiful Places - Inspiring Spaces'. The company was acquired by the Alternative Hotel Group (AHG) for £325m in December 2005. Following the announcement the group will commence an immediate major re-branding exercise of its 29 properties throughout the UK over the next six months. City Style, the company's non-residential city based venues, will be known collectively as Verve City. AHG chairman Richard Balfour-Lynn commented: “The team here at AHG specialises in building brands. Our intention is to assess the offering at Verve Venues and to develop a brand and product that will produce a better experience for all. We are going to change the culture positively and make Verve Venues an exciting organisation to do business with and work for.” Verve Venues will now concentrate on its core areas of investment and development, which include portfolio and people. Properties will undergo a substantial refurbishment programme to move from typically a two-/three-star to a four-star offering, focusing on bedrooms, reception areas, meeting rooms and training areas. Introducing comprehensive Wifi technology as a new standard is planned across the business. And there will be a clear drive to ensure that employees not only understand the strategic direction of the company, but how they will play a part in the future success of Verve Venues through dedicated, robust rewards and recognition programmes. Tony Dangerfield joins Verve Venues on 2 May from Millennium Copthorne Hotels as chief operating officer, to oversee the re-branding process. The new brand and identity will encompass every aspect of the business, including exterior and interior signage, staff uniforms, point of sale, advertising, direct mail and the company's website.

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