The View is 12 months old and Worcestershire CCC Business Development Director Jon Graham has declared the members and corporate hospitality facility "a massive, massive success."
Graham believes the four floor complex has taken impressive first steps towards the ultimate aim of generating sufficient income to give Director of Cricket Steve Rhodes "the buying power or the ablity to source any player that he wants."
Clients have given the thumbs-up to The View with business "exceptional" during its initial year since it first opened its doors to the public at the tail-end of the 2013 campaign.
The signs were encouraging from day one with the elite membership for The View sold out within a month and generating a six figure sum – and it has gone from strength to strength.
But Graham and his staff are not resting on their laurels and are already targeting areas – such as the wedding market – and are focusing on "learning how we can use the new facility to its full capacity."
Graham, a lifelong Worcestershire fan, said: "We are a cricket club first and foremost but ultimately to improve what we've got on the pitch, we've got to generate cash out of The View and the Graeme Hick Pavilion, The Marquee and all the other facilities we've got.
"We had a couple of games at the end of last season to showcase The View, not just as an elite members area but also as a conference venue, and it has been a massive, massive success.
"The elite members area was sold out within a month of the building opening and that raised in excess of six figures which was always the target.
"But the conference and business for us has been exceptional. We are way up on where we were last year with the help of the brand new facilities.
"Now, as we move forward, it's about learning how we can use the new facility to its full capacity.
"We are lookng to really target the wedding market and there are promotions we'll be putting forward in the next few months.
"We need to make sure we are shouting about what we've got. I think a lot of people in the city have been here and, touchwood, we haven't had a lot of negative feedback.
"I think any feedback we've had, where there are areas to improve, we've done that. We are not perfect – but we are certainly getting it right a lot more than we are getting it wrong."
The ultimate goal is to provide Rhodes, who has led Worcestershire to promotion in the LV County Championship, with the financial backing and support that he requires.
Graham said: "As I've said to all the supporters and members this year, the objective is to make sure we generate enough money out of this building (The View) to give Steve Rhodes the buying power or the ablity to source any player that he wants.
"Last time we went up, we didn't have The View so therefore we didn't have that additional income coming into the club so therefore we were always going to be punching above our weight.
"But eventually, when you look at the balance sheet, it won't be punching above our weight, it will be generating income a lot of the other counties would be quite envious of. The infrastructure will be there.
"It's a job well done but it's just the start. It's the 150th anniversary of the club next year. The club has been around a long time, this building is going to be around a long time."
