Delivering Partnerships for Growth: 6 Tips from Leicester Business Festival

I’ve witnessed firsthand the transformative power of partnerships in driving business growth.

Business owners don’t have to go at it alone and I’ve seen time and time again that working in partnerships with other businesses, collaborating together, can help both parties achieve their goals.

During our recent Leicester Business Festival event, Delivering Partnerships for Growth with Leicester Riders ' Robert Paternostro , I had the opportunity to share the impact of collaboration with local businesses, attractions, and organisations on The Gresham’s success.

Here’s a look into our journey and the actionable insights you can apply to create meaningful partnerships.

The Foundations of Partnership at The Gresham

The Gresham for a start wouldn’t be where it is today without creating partnerships from the very beginning.

When the iconic Fenwick building was reimagined into our luxury aparthotel, collaboration was essential—from sourcing funding and working with the local community, to navigating challenges during the pandemic.

Today, The Gresham is a wonderful aparthotel with 121 stylish apartments and studios, a fitness suite, and various retail spaces.?

This October, we proudly reached a major milestone with the opening of our stunning bar and restaurant.?

This addition has elevated the experience we offer, allowing guests to enjoy fantastic food and drink in the heart of Leicester, and is a testament to our continued growth, much of which has been driven by partnerships.

Collaborations That Boost The Gresham

1. Tourist Attractions

As we started out, it was important to establish connections with local businesses like the King Richard III Visitor Centre , Curve Theatre , and Leicester Comedy Festival with mutual target audiences that brought people into the city centre.

2. Local Networking and Events

We launched The Gresham Network, a monthly business networking group, connecting over 300 local professionals with far reaching benefits, creating a relaxed and informal setting to meet and chat.

3. Charitable Initiatives

This year, we partnered with LOROS Hospice as our Charity of the Year. From renaming apartments and the Gymathlon, the partnership has raised both funds and awareness for LOROS while aligning with our Corporate Social Responsibility goals.

4. Sports Partnerships

Collaborating with Leicester City Hockey Club and Leicester Riders has been mutually beneficial. We provided accommodation for away teams, sponsor games, and gain exposure through advertising and media coverage. These partnerships not only enhance our visibility but also support the local community.

Partnership Takeaways for Businesses

Through these collaborations, we’ve learned some valuable lessons that you can apply in your partnerships:

• Collaboration is key: Partnerships enable businesses to leverage shared audiences, resources, and goals.
• Align audiences: Identify organisations that target overlapping customer bases.
• Make it easy: Simplify the process for your partners to ensure a successful collaboration.
• Track outcomes: Use clear objectives and tracking to measure partnership success.
• Create mutual value: Partnerships thrive when both sides see tangible benefits, and it doesn’t have to be financial, it could be resources or knowledge.
• Promote partnerships: Publicising collaborations amplifies their impact and builds your brand’s credibility.

Looking Ahead

At The Gresham, partnerships have not only supported our growth but also deepened our connection to Leicester’s vibrant business community. As we move forward, we’re eager to explore new collaborations that benefit both our business and our partners.

The opening of our bar and restaurant is just the latest milestone in a journey that is far from over. We’re excited to continue building on the relationships we’ve established and to explore fresh opportunities in the coming years.