About Pharaoh

Why Pharaoh
A leader in the field

If you own a major venue or iconic property, organise events, oversee a sport or are a governing body,
we believe Pharaoh can help you achieve the best returns on your commercial assets because we …

… are innovative.

As pioneers in this sector, we bring not just new thinking, but a whole new approach to the commercialisation of assets, which makes us a market leader, creating value where others would fail to find it.

… possess in-depth experience.

The unique experience of our senior management team ensures we have the knowledge and ability to both strategically develop and then effectively manage every aspect of the commercialisation of your assets, whatever the start point.

… possess insight.

Our wealth of previous experience also gives us a unique understanding of the market place, of what works and what doesn’t, which we can draw upon as and when needed, just as we have with these commercialisation projects.

… create ‘seamless integration’.

That exceptional combination of skills, experience and expertise runs throughout the company, with multi-disciplinary teams providing a truly integrated approach that leads to far greater effectiveness in implementation and communication.

… deliver economies of scale.

Because we offer a complete package of asset management services, we can therefore offer a single point of commercialisation excellence; easier to deal with and offering economies of scale that aren’t available when you have to coordinate multiple suppliers working to their own particular and often dissimilar agendas.

…offer responsiveness and flexibility.

Given their range of skills and depth of experience, our commercialisation team are able to quickly respond to potential opportunities and proactively manage day to day activities.

… facilitate service delivery.

When you need to work with third party suppliers or service providers, you can take advantage of our experience by outsourcing the tendering process and selection and management of providers and contractors to us, ensuring that optimal market values are delivered.

… work long-term.

By engaging in a ‘partnership approach’ with our clients, we are able to ‘think big picture’ to maximise the commercial returns on your assets in a way that’s sustainable long-term.

… are highly effective.

With Pharaoh, you have the confidence of knowing that we have been chosen by other high profile, event organisers, sports teams, governing bodies and iconic property owners to help them manage their commercial assets more effectively.

Our Approach
Setting the standard

The tried and tested methodologies we use, including customer surveys and market place analysis, allow us to review, evaluate and benchmark your current assets thoroughly and effectively.

This enables us to create the optimal strategic business plan for your assets, not just to raise awareness and change established perceptions about your brand or venue, but also to create the new commercialisation environment required to maximise revenue opportunities in both the short- and long-term.

By reviewing your existing business plans and identifying potential opportunities, we can develop a ‘product pyramid’ that enables us to strategically prioritise commercialisation activities such as sponsorship deals, corporate partnership opportunities and innovative vehicles for maximising returns from your digital and general assets within an optimal time frame.

Then, through a highly integrated marketing strategy, we will develop and communicate, working with your sales team, the profile-raising messages that encourage engagement and generate widespread visibility in the marketplace.

The Pharaoh TeamMeet the team

Steve Brice – Chief Executive Officer

Steve is an experienced senior manager with proven ability in both the public and private sectors. Steve’s expertise is in operational and people management with a strong commercial focus on delivery of customer service in the leisure, entertainment, event and sporting industries. Steve has worked on a number of high profile venue openings, being responsible for the mobilisation, and commercial development while at AEG of The O2 London, Tele2 Arena Stockholm, Turk Telecom/Ulker Arena Istanbul, Hydro Glasgow, The O2 Worlds Berlin/Hamburg, Bercy Arena Paris, and the Hyde Park music festival,  increasing Premium sales across Europe and setting clear service standards, and in turn setting industry benchmarks for customer service and commercial revenue development. Before AEG Steve managed the corporate Hospitality, conference & banqueting transition for Arsenal football club from Highbury to Emirates Stadium. Owning the sales strategy, sales team performance and development, with sales growth from £6.5m to £40m. Key focus areas for the mobilization of Emirates, included product development, and customer service vision, resulting in a profitable first year’s operation.

Byron Lewis – Commercial Strategy Director

Byron pioneered the commercialisation revolution in the United Kingdom through his tenure at Bluewater. Delivering international best practice combined with a plethora of new commercialisation concepts to Bluewater (and the UK), Byron essentially established the concept of commercialisation as integral part of asset management in the UK. Since leaving Bluewater and Lend Lease, Byron established Mall Solutions Europe which has over £15 billion of assets under consultancy and management across Europe with offices In London, Manchester, Barcelona, Zaragoza.

Bill Moss – Brand & Media Director

Bill has over 30 years’ experience in the commercial property world, and over 14 of those have been specifically with Westfield Europe as Commercial Director overseeing all non-core revenue. Bill is high regarded as an innovative and creative business leader and has been at the forefront of commercialisation delivering new concepts across the different income streams including Mall Retail, OOH Media, Brand Partnerships and event sponsorship. He was instrumental in the commercialisation strategy at Westfield London and Westfield Stratford City which are regarded two of the world’s foremost Retail destination. Bill brings to Pharaoh an in depth knowledge business modelling in the commercial programme from concept through to full delivery.

Bruce Hayward – Sponsorship & Partnership Director

Bruce Hayward is the founder of 360 Partnerships, a sponsorship consultancy based in London. He has over fifteen years experience working in sponsorship evaluation, strategy and sales for rights holders including AEG and IMG, and agencies including sports and entertainment agency Wasserman Media Group, representing blue chip brands in international sponsorship deals. Bruce has worked globally on many sponsorship partnerships bringing in over $2billion in revenue, and delivered consultancy services for a range of clients including Celtic FC, Tottenham Hotspur FC, FC Barcelona, Silverstone Race Track, Westfield, Land Securities and local government (West Midlands Combined Authorities & Essex County Council). He has also negotiated sponsorship deals on behalf of brands including PepsiCo and American Express.

Neil Varnham

Neil has 40 years in the property industry and has been involved in offices, shopping centres, retail parks, outlet malls and leisure schemes both across the U.K. and Europe. He was instrumental in the formation of the Birmingham Alliance, a jv between Henderson, Land sec and Hammerson, that went on to deliver the class-leading Bull Ring shopping centre in Birmingham. He has also delivered retail lead development schemes such as Buchanan Galleries Glasgow, the Fort shopping park in Birmingham, the Printworks leisure scheme in Manchester, along with outlet developments across Europe; Serravalle Milan, Castel Romano in Rome, Parndorf in Vienna, Roermond in Holland, Barberino in Florence, Berlin in Germany. In 2010 he was elected as President of the British Council of Shopping Centres. He has consistently delivered returns for investors either through investments or developments, and his master planning and creative approach has often lead to an innovative in the creation of places to meet and shop for customers and investors alike. He brings a wealth of experience to Pharaoh as an advisor

David Thompson

David is a senior sports & entertainment executive, with extensive experience in the Board room and senior management environment, stakeholder management and the design, operation and commercialisation of Stadia, Arenas & Convention facilities. Parallel experience in bidding, procuring, planning and delivering major events. Over 30 years operational and commercial experience, covering the planning and management of over 4000 live events within the old and new Wembley Stadium, Wembley Arena and Conference and Exhibition facilities and the London Stadium.

Tom Brice – Client Services Director

Tom has worked as a specialist Commercialisation Director within Pharaoh’s sister company Mall Solutions Europe in a number of their anchor retail assets for over six years now. Tom’s notable achievement’s are the development, implementation and management of new commercial strategies in two of Mall Solutions Europe’s largest assets, the centre:mk, Milton Keynes and Dolce Vita Tejo, Lisbon, increasing commercial income by 27% and 56% respectively.

Alex Biffin  – Client Services Executive

Alex has worked for Pharaoh as a Client Services Executive for over a year now and within that time he has been able to commercialise assets within leisure centres and generate them new revenue streams online and in the centres. Prior to Pharaoh, Alex worked spent just a year and a half at a creative marketing agency and he helped lead the day-to-day management of the festival account activities for ongoing client projects. These accounts involved working across 22 of the UK’s top music festivals from Glastonbury, Boomtown, Lovebox, Reading, Creamfields.

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