Sir Richard Branson’s club Kensington Roof Gardens in agency review
Steve’s breakdown: One of London’s best-known private members’ clubs is looking for fresh PR support after five years with consumer agency EdenCancan.
LONDON, UK: Kensington Roof Gardens, which incorporates the Babylon restaurant, is one of a collection of establishments that target high-earners under Sir Richard Branson’s Virgin Limited Edition brand.
Other venues include the Kasbah Tamadot hotel in Morocco, Verbie Lodge in the Swiss Alps and Branson’s hideaway, Necker Island, in the British Virgin Islands.
Virgin Limited Edition PR manager Charlotte Tidball confirmed that the pitch was already under way for an agency to work across the location’s four businesses: events, the club, the restaurant and the gardens.
Industry sources suggested that Kensington Roof Gardens was keen to reassert its credentials as one of London’s top private members’ clubs, having recently fallen behind West End venues such as Soho House, the Hospital Club and The Club at the Ivy in the glamour stakes.
Tidball declined to comment on whether the venue would be targeting a new audience, saying it would still look to cater for ‘the high-end customer’.
She said the decision to see new agencies was part of an overall business review and that EdenCancan ‘was still very much being considered to retain the account’.
Membership at Kensington Roof Garden starts at £250 a year for under-27-year-olds. ‘Fly Higher’ membership costs £500.
Customers seeking to hire the Roof Gardens on a Friday evening between 7pm and 1am must agree to spend a minimum of £12,000 on food and drink.
In 2001 it was reported that Branson was looking to sell the venue, which was valued at £5m. But this year the Roof Gardens celebrated its 30th year under Virgin’s management, and Babylon celebrated its tenth birthday.