Question: How do we create a meaningful programme of events for our £100m waterfront development that are culturally important, flexible enough to coexist with matchday needs, and will overcome opposition by serving our community?

Answer: Think bigger than a rooftop bar and some street food to create a year-round morning ‘til night destination with true purpose, cultural authenticity and all-day profitability.

Matt led a complete strategic reappraisal of Fulham Pier’s proposition, narrative and offering to maximise acquisition and retention, and create a scalable model which supported the destination’s growth

The strategy culminated in a suite of tools, filters, commercial drivers and programme frameworks under the ‘Kaleidoscope of Culture’ concept to deliver 365 days of relevance and revenue aligned to the new ‘Rooted in the River’ place narrative.

Impact: Received positively by Fulham FC executives. While the programme is currently on hold, it is scheduled for delivery in 2025.