12 March 2008

Close to the Edge

Source: Cost Sector Catering, 3 March 2008

At the centre of the new £160 million student residences development at Sheffield University sits the social, welfare and catering hub called The Edge. Retail Operations Manager, Gavin Brown, talks about the dynamic new venue.

What is the Edge?

It's the focus of Sheffield University's new halls of residences complex called the Endcliffe Village. When complete in 2009, the landmark development will provide over 4000 brand new en-suite rooms which will also be used for conferences.

The central dining room in The Edge is able to cater for up to 4,500 students a day, as well as being flexible enough to offer space for conferences, functions and open days.

There's also a fantastic bar and entertainment area with multi plasma screens, projectors and sound system which is used for bands, events and conference dinners. The state-of-the-art central production unit supplies the University's catering requirements, including student meals, delivered hospitality, functions, conferences and events. It will produce over a million meals a year.

There are 50 operational staff based at the Edge, including catering front and back of house staff, as well as support services.

Why was it built?

To provide essential facilities for students living at the student village, including catering, bar, café, IT suite, launderette and social space. It was also designed as a conference venue which can be used both during term-time and through the vacation periods. The Edge also includes the University's Monitoring Station, providing security cover for the entire residences area. Support services for accommodation and customer services are also based in The Edge, giving students and conference delegates one central point for all their queries.

How much did it cost?

The student village has cost £160 million and has been funded through a partnership with Catalyst Higher Education (Sheffield) Ltd.

How is it marketed?

As well as the new and refurbished accommodation, The Edge is an important element in the recruitment of new students and is frequently featured in marketing material as well as used in open days and tours. The conference facilities are actively promoted through a number of media, including press advertising, direct marketing, exhibitions and other publications. As it is still relatively new, the current task is to raise awareness of the excellent facilities and standards it offers.

What does it offer students?

It provides modern flexible dining and accommodation. One of the drivers in the design and the build was led by research into the style and type of accommodation required by students. This has led to more communal social areas in each block of accommodation as well as all rooms being en-suite. It is the result of one of the largest investments into student and conference accommodation by any UK University. By relocating students to either the new accommodation provided by the student village or accommodation provided by city centre developers through the `Contracts for Capacity' scheme it cuts the numbers of students living in residential neighbourhoods and having to travel in.

How successful is it?

Since opening in September it has proved hugely popular and successful with new students, parents as well as students who have relocated from other halls of residence. There is a real sense of community created by the village set-up. Flexible dining throughout the University, including use of meal cards in our cafes has been very well received. This has been a great move away from formal and restrictive dining times and locations. Staff are also enjoying working in a brand new, purpose-built facility that they can be truly proud of.

What are the highlights so far?

Over 2,000 delegates have attended events at The Edge, which has already hosted more than 40 commercial conferences for corporate clients such as the BBC and HSBC bank as well as a range of academic conferences and student events with the number of events totalling 250.

How do you see the future?

As more students arrive in the Endcliffe Village with the opening of the remaining accommodation, activities and events in The Edge will develop and grow with students planning a wide range of activities to make the building inclusive to everyone. Conference business will continue to expand with a focus on repeat bookings both within the University and the wider conference market in Sheffield and beyond. A second 'mini hub', known as The Ridge, is due to open on our second residential site, The Ranmoor Village in 2009 alongside further new en-suite accommodation. This will provide similar social, catering and conference facilities on a smaller scale to the Edge.