• Venue and event management in the cloud

Ironmongers’ Hall

Ironmongers’ Hall upgrades to Priava to take advantage of lower IT costs, greater flexibility and effortless reporting – Venue meets annual sales targets and achieves 40-45% repeat business


Located in Shaftesbury Place near the Barbican and built in 1925 following the bombing of its former home on Fenchurch Street in the First World War, Ironmongers’ Hall is the home of the Ironmongers’ Company one of the Great Twelve Livery Companies. The Company has about two hundred and eighty freemen.

The Tudor style of the new Hall was decided upon, not only because it seemed appropriate for the housing of an ancient guild, but also because it recalled the Golden Age of Craftsmanship.

The venue comprises four rooms that together can accommodate up to 180 people and are suitable for banquets, weddings, dinners and corporate events. As a registered charity,  The  Ironmongers’ Company is one of around 180 livery companies in the City and the Hall acts as a popular venue for them, as well as attracting other corporate guests, in particular from the financial and legal sectors.

Key Challenge – Needed to replace out-of-date premise based technology with modern system

The venue’s existing venue and event management solution was an on-premise system, but it was reaching the end of its life and was no longer supported. Ironmonger’s Hall therefore took the opportunity to replace this technology with a new future-proofed, cloud-based solution that would provide more benefits and flexibility.

...adding in new contacts, dates and events used to take a long time, but with Priava it takes a couple of seconds – it’s magical!

Ironmongers’ Hall

Paulina Sowa

Sales Manager

Ironmongers’ Hall

The Solution – A cloud-based system that would immediately save costs in IT maintenance and could be accessed at any location

Ironmongers’ Hall chose to implement Priava’s cloud based solution and according to Paulina Sowa, the venue’s Sales Manager, moving from the old system to the hosted platform was very simple, “The transition was very smooth and we were really impressed by the level of training and support we received. Everyone had a positive reaction to the software. I was a little afraid of moving to a new solution as we were very busy but the experience was absolutely fine. The training was brilliant, delivered with the patience of an angel, and gave us all we needed to know. As we are a small team with no IT manager, being in the cloud is significant as we save on IT management costs and it is one less thing to worry about. Everyone can also take advantage of being able to work from home now too.”  The venue has four users altogether including members of the events, sales and management teams.

The Results – A faster and easier solution that records and manages bookings and events more efficiently, delivers accurate and clear reporting and supports sales team to meet annual targets

“From the outset” says Paulina, “we could see it had the functionality of our old system but was 100% easier and faster to use than our previous system. In particular adding in new contacts, dates and events used to take a long time, but with Priava it takes a couple of seconds – it’s magical!  Everyone was really impressed by the new system, it was really easy to manoeuvre through the various sections compared with what we had before. It also looks so much clearer on the screen and for every action there are less key strokes involved and we can retrieve information much faster than before.”



Since the implementation, the venue has continued to meet its incremental annual targets and has seen further growth in repeat bookings which now represents between 40-45% of its overall business.

The benefits that Ironmongers’ Hall has achieved through the use of the Priava cloud-based venue management solution so far include:

  • Customised reporting to understand their business better, and provides accurate sales forecasting
  • Supports flexible working
  • Saves administrative time on inputting new contacts/dates
  • Reduces lost enquires
  • Tracks income from different sources e.g. Catering, Hire, Extras
  • React quicker to new sales enquiries
  • Identify top bookers
  • Smoother event management through clear events sheets
  • Task tab acts as a valuable ‘aide-memoire’ for event reminders
  • Lower IT maintenance and support costs

Final comment from Paulina “The solution is both reliable and brilliant, it has everything you need, and it does everything we want to do in just a few clicks. It has been a great experience so far.”

On Priava

“The support team are always very helpful.”

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