Lindley Venue Catering extends partnership at Pride Park Stadium

The partnership, which was initially struck in October 2007 and saw the creation of around 20 new jobs when the Starbucks store opened, has been extended through to 2017. Under the newly extended licensing agreement, the store will continue to be operated by Lindley Venue Catering in line with Starbucks brand guidelines. The agreement has also been reached with Derby County Football Club to expand the store's seating capacity by opening up an area to the rear of the store as a 'business lounge' for informal business meetings and through introducing more external fixed seating. Lindley Venue Catering and Derby County Football Club have also collaborated to develop a loyalty incentive scheme which aims to reward the club's season ticket holders whilst increasing patronage of the Starbucks store. Adam Elliott, The Lindley Group's CEO, said: "The collaboration between Derby County Football Club, Starbucks and Lindley broke new ground in 2007 as the Starbucks store at Pride Park was the first to be opened in a European football stadium and it has proved to be a tremendous success for all parties involved. "So we are naturally delighted to have the opportunity to continue working with Starbucks and the club to expand and enhance the facilities even further." John Vicars, vice president of operations at Derby County Football Club, added: "I am delighted that the Club has been able to renew the current arrangement with Lindley Catering and Starbucks for a further five years. Without question Starbucks at Pride Park has been a tremendous success and has developed into one of the most popular meeting places within the city. "We are committed to working with Lindley Venue Catering over the term of the new agreement to continually grow the business and are also looking forward to introducing a loyalty scheme for all our season ticket holders in the near future."