The family firm behind Verdi’s, ROK and The Secret is taking over the food and drink at St Helen’s, and its boss says the plan goes well beyond match days: “the launch of what we believe will be Swansea’s biggest party and events space to date”.
The Ospreys have named the Secret Hospitality Group as their hospitality and catering partner at the rebuilt ground, ahead of the first game there, against the Dragons on Saturday (7pm).
The group will run the club’s matchday hospitality, starting in a new marquee called The Aviary, and work with local food traders in the fan zone at the Guildhall end, the club says.
Ryan Hole, its managing director, said: “We are incredibly proud to have been chosen as the official hospitality partners at St Helen’s and to play a part in this exciting new era for the Ospreys and the future of the club.”
‘More than just a sporting venue’: the Swansea seafront operator moving into the ground next door
The Secret Beach Bar and Kitchen sits across Mumbles Road from the ground, on the seafront. Hole and his sister Lucy also run ROK and The Lighthouse at Bracelet Bay, Ula at Oyster Wharf, Salt, and Verdi’s in Mumbles, shut since July’s fire.
He said: “St Helen’s is more than just a sporting venue. These grounds hold generations of history, memories and meaning for the people of Swansea.”
He added: “To see the positive impact this new chapter is already having on our city is something really special, and we’re proud to be part of that journey.”
The group would work “alongside some of the most talented local food vendors to create something truly unique”, he said.
He added: “For us, this is about much more than hospitality. It’s about celebrating our city, supporting local businesses and creating unforgettable experiences that bring people together.”
The Aviary: a marquee for match days, and for hire the rest of the week
The Aviary is the club’s flagship hospitality space at St Helen’s, a marquee it describes as “a premium setting” for supporters, businesses and guests, with the Secret group’s food and service.
Between fixtures it will be let out as a standalone venue for corporate functions, private parties and other events, the club says. It was first mentioned last month as part of the package JCP Solicitors bought with the naming of the south stand.
Liam Dobell, the Ospreys’ director of commercial, marketing and communications, said: “An important part of the move to St Helen’s is creating a brilliant experience for supporters, both on and off the pitch.”
He added: “The Aviary is a particularly exciting addition to the development. We want it to become a flagship hospitality space, not just for Ospreys matchdays but for businesses, organisations and individuals looking for somewhere special to host their own events.”
The Secret group had “built a fantastic reputation across Swansea”, he said, and having it involved from the outset gave the club “a great opportunity to bring that vision to life”.
Saturday’s first game: the Dragons, a full-strength side and a terrace with no roof
The Ospreys have named a strong side for Saturday, with all four of their Wales call-ups starting and Owen Watkin and Sam Parry leading the team out at their new home. Cardiff follow a week later.
The club is putting £2.6m into the council’s £7.6m rebuild on a 50-year lease and runs the matchday operation itself for the first time. The covered terrace has been pushed into a later phase, so the standing end opens without a roof.
Hole has been a vocal critic of the £51,000 cut-off in the Welsh Government’s hospitality rates cut, which he said last month helps only one of his venues. On St Helen’s, he said: “We can’t wait to get started.”
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