How a true partnership helped to transform hospitality and conferencing spaces—and power a bigger commercial vision.
Kingsholm Stadium is not only the iconic home of Gloucester Rugby, renowned for its passionate fan base, but also one of the largest conference and event venues in Gloucestershire, accommodating up to 1,000 guests. With over 20 distinctive spaces to choose from, Kingsholm offers the ideal setting for any event, no matter the occasion.
Meet the Leaders Behind the Partnership
James Forrester, Commercial Sales Director, Gloucester Rugby
A former Cherry & White himself, James played for Gloucester from 1999 to 2008 before moving into leadership roles in rugby and beyond. He returned as CEO of the women’s section, steering them to three Premiership titles in as many years, before taking on his current role as Commercial Sales Director. Today, James drives all non-ticket revenue across the club including hospitality, conferencing, sponsorship and advertising while ensuring Gloucester’s brand is positioned for sustainable growth.
Amelia Gray,General Manager (Stadium & Operations), Gloucester Rugby
Amelia brings years of venue management expertise, having previously held leadership roles at Cheltenham and Newbury Racecourses. At Gloucester, she oversees all built facilities and operations day-to-day, match day and long-term refurbishments. Amelia also leads on sustainability, embedding Net Zero goals into the club’s facilities strategy.
Gloucester Rugby is a powerhouse brand with a fiercely loyal fanbase, the Cherry & Whites, anchored in the heart of the city. Beyond match days, the club has a bold, business-first ambition: grow non-matchday revenues by positioning Kingsholm Stadium as a destination for conferences, corporate dinners, board meetings, awards nights and hosted experiences.
“Conferencing is a very big part of our business… We’re focused on business growth. The conferencing is a very big part of that,” said James Forrester
That vision requires spaces that look and feel premium the moment guests arrive on par with best-in-class venues between Birmingham and Bristol.
Enter Natural Green Creative Spaces.
General Manager Amelia Gray had seen Natural Green’s craftsmanship at premium venues across sport and culture and wanted that same “wow” factor at Gloucester.
“I’d known the team at Natural Green for years… We had done some light-touch elements last season, and I knew they’d be a good team to trust with our vision,” she added.
It helped that Natural Green’s CEO Charlie Cox is “a huge Gloucester fan”so the shared pride made for a natural, values-led partnership focused on lifting the club’s hospitality and conferencing offer.
But there was also a strategic driver: Natural Green’s work with prestigious brands and iconic events such as Royal Ascot, Goodwood and Cheltenham Racecourse amongst others has set a standard of quality and prestige. Gloucester wanted to align with that reputation to attract new corporate partners, elevate brand perception and showcase Kingsholm Stadium as a premium events destination.
What did we design and deliver?
Three flagship installations with more in the pipeline:
- The Blindside – the club’s newest hospitality lounge, now fully dressed with high-quality faux planting to create an immersive, elevated atmosphere.
- Captain’s Lounge – a flexible scheme of portable/moveable planting that adapts to different events and layouts.
- Hospitality Welcome Floor – a large artificial living wall that delivers an instant arrival moment as guests step out of the lifts.
“They’ve provided an uplift to those spaces… real wow moments. The quality is top end. They soften the built structures that rugby clubs tend to have and provide a real elevated experience,” said Amelia Gray.
How does planting change first impressions and brand perception?
For Gloucester Rugby’s commercial team, the impact is both emotional and measurable: better first impressions = more bookings, stronger partnerships, and higher-value conversations.
“When clients and visitors walk through reception, go up the lifts and come out to this amazing wall, how the club is perceived has a huge knock-on effect… It improves the experience for fans and conferencing guests, and it impacts our whole business,” said James Forrester.
Early reaction has been emphatic: “We’ve had a huge amount of positive feedback… People say, ‘This can’t be the same room, I must be on the wrong floor!’ It’s had a huge visual impact,” said Amelia Gray.
How does this support Kingsholm’s growth in conferences and events?
Kingsholm Stadium competes confidently with regional heavyweights with:
- Premium finishes and flexible room dressing
- Central location & transport links (walkable from train/bus; minutes from the M5)
- In-house culinary excellence (all food prepared by the club’s own chefs)
- Local provenance (ingredients predominantly sourced within 40 miles)
The club also hosts high-profile experiences such as the UK Armed Forces Rugby awards, sponsored by Vodafone. “We’re being recognised as filling the gap between Birmingham and Bristol… And our boardroom is absolutely world-class,” said Amelia Gray
What’s the sustainability thinking behind the Natural Green design?
Gloucester Rugby has clear targets: Net Zero (Scopes 1–2) by 2030 and Scope 3 by 2035. The club already runs on 100% green electricity, is pushing hard on gas reduction, and has switched to recycled/recyclable kit with partner Macron.
Choosing high-grade artificial planting supports these goals pragmatically:
- Resource efficiency: No irrigation systems, reduced maintenance, and long lifespan.
- Durability & quality: UV-stabilised, high-spec materials that look pristine season after season.
- Locality & logistics: A Midlands-based Natural Green team able to align deliveries with other routes, helping cut one-off journeys.
“We chose this solution for its longevity and UV protection. We’re also working with a local supplier who can support us without dedicated journeys every time,” said Amelia Gray.
Crucially, this is part of a bigger sustainability programme from waste segregation to energy transition, under Amelia’s leadership: “We’re very aware of our footprint and we’re striving to be better… We’re on track for the 7.5% annual reduction over the last two years.”
What are the ambitions for Kingsholm?
- More corporate bookings across conferences, board meetings, awards nights and private dining
- Elevated hospitality on match days and 300+ non-match days a year
- Stronger partner perception and higher-value sponsorships
- Scalable hosted experiences with leading brands
“Aligning with high-end brands like Natural Green helps us elevate the experience… It’s about how the club is perceived more widely,” said James Forrester.
What makes this a “true partnership”?
From concept to on-site delivery, Natural Green worked as an extension of the Kingsholm team advising on design choices, future proofing, operational flexibility, and activation ideas that continue to unlock value.
“This is not supplier-client, it is a true partnership. Natural Green have been involved in design and delivery, and we’re looking together at what comes next,” said Amelia Gray.
What’s next?
Gloucester Rugby and Natural Green are already exploring additional enhancements and content activations from behind-the-scenes storytelling to event-ready hire packages for clients who want to push creative themes even further.
“Let’s tell the story of these spaces and show people what’s possible,” concluded James Forrester.
