Strategies for Enhancing the St Pancras Community Association Space-for-Hire Programme

Sponsor:	Saint Pancras Community Association
Sponsor Liaison:	Melissa Lawrence Nigel Spencer
Student Team:	Josephine Johnson, Esther Mao, Carter Moore, Collin O’Connor
Abstract:	The Saint Pancras Community Association (SPCA) is a community organisation in Camden, London who provide services to their community – much of which is funded by hiring out spaces in their facility to local organisations. The goal of this project was to develop a comprehensive strategy that fosters new relationships with social sector organisations and expands SPCA’s space-for-hire programme. To achieve this, we assessed SPCA’s space-for-hire program, conducted benchmarking of similar programs, and identified potential new clients and their needs. Our final recommendations included updating technology amenities, additional catering amenities, pricing changes, new potential clients, and specific marketing platforms and channels.
Link:	SPCA Final Report SPCA Final Presentation Additional Materials Appendix A – Qualitative Observations of SPCA Spaces Appendix D – Coded Space-for-Hire Organisation Interview Data Appendix F – Coded Data for SSO Interviews Appendix G – Compatibility Score Data and Results Appendix H – SPCA Client Feedback Survey Responses Appendix I – Pricing Analysis Data

Executive Summary

St. Pancras Community Association (SPCA) is a local charity located in Camden, London, with programmes promoting health, safety, food security, among other support. Together, SPCA’s programmes serve a wide range of people within the borough of Camden, with offerings for infants all the way to the elderly, as well as inclusive and cultural events.   

SPCA is one of many Camden-based social sector organisations (SSOs), which are defined as institutions that are motivated by serving their community out of public interest. These organisations offer a barrier against common struggles faced by London’s residents in recent years: increased costs-of-living, a mental health crisis exacerbated by the pandemic, and a general decline in public services (Neighbourly Lab, Campaign to End Loneliness & What Works Centre for Wellbeing, 2022; London Borough of Camden, 2024; Shammash, 2022). Such challenges for residents have increased the demand for services provided by community organisations, at a time when many of them of are still recovering financially and operationally from the COVID-19 pandemic (London Borough of Camden, 2024). 

To help meet the needs of its community members, SPCA operates a space-for-hire programme which rents out the following spaces: two standard meeting rooms, a multi-purpose snug room, main hall, music studio, outdoor sports pitches, and cafe with a catering kitchen. About one-third of SPCA’s revenue is generated from this programme, allowing SPCA to sustain its community initiatives and provide quality programming to its members (SPCA, 2024). SPCA is especially interested in developing new connections with SSOs that might utilize its space-for-hire programme and help secure additional revenue for its initiatives (SPCA, 2023, p.8). Therefore, our goal was to develop a comprehensive strategy that fosters new relationships with local SSOs and expands SPCA’s space-for-hire programme. 

Objectives and Methods 

To achieve this goal, we used the following objectives and methods: 

1. Assess the current uses and potential opportunities of SPCA’s spaces. We conducted an onsite visit to examine SPCA’s spaces, observing the equipment, room layout, and other features. We then surveyed 14 clients of SPCA’s programme to gather their feedback on the spaces and analysed historical booking data spanning May 2024 to March 2025 to discover trends in how the spaces are used. 

1. Evaluate other space-for-hire programmes offered by similar organisations in the area. To learn more about the space-for-hire market, we researched 20 organisations with similar offerings and interviewed four similar organisations. These methods provided information on pricing, amenities, and marketing techniques to compare against SPCA.  

1. Identify like-minded SSOs whose needs align with what SPCA’s spaces offer. By using multiple charity databases, we identified and interviewed seven SSOs in the Camden and greater London area. These interviews gave insights on potential clients who might be interested in SPCA’s spaces, as well as a general profile of what SSOs seek in rented spaces 

1. Develop recommendations for the improvement and expansion of SPCA’s space-for-hire programme. We synthesized data from the previous objectives to develop a pricing strategy, messaging and platform suggestions, and recommendations for general improvements of the space-for-hire programme at SPCA.  

Client Feedback on SPCA Spaces

The spaciousness, ideal location, and catering options are the most beneficial features of the spaces at SPCA.  

• Spaciousness: Several survey respondents used phrases such as “spacious”, “tidy”, and “comfortable” when describing what they find beneficial about SPCA’s spaces. 

• Location: When asked why they chose SPCA’s spaces over other similar offerings, most clients mentioned location, proximity, or accessibility. 

• Catering Options: Clients who listed this service as a benefit had booked either the meeting room or snug for business-related purposes (i.e. meetings and conferences).  

Recommendations for Space and Service Enhancements 

We formulated the following recommendations based on three types of findings: 1) feedback from current clients; 2) benchmarking of similar space-for-hire operations in the Camden area; and 3) needs of potential clients. 

• Updated Technology. The spaces at St Pancras Community Association could benefit from the addition of technological improvements such as speakers and remote meeting capability. Client survey results and research into similar organisations showed that technology in other spaces is generally ahead of what SPCA currently offers. 

• Lunch Catering. For meetings and events running later in the day, we suggest adding an option for lunch catering. We found that this is a common add-on at similar space-for-hire programs, and a handful of SSOs that we spoke with mentioned a need for light catering (i.e. sandwiches, refreshments, snacks). 

• Configuration Options. Current clients requested the opportunity to select a setup for the room they are booking, an option commonly offered by other space-for-hire organisations. 

• Longer Term Renovations and Repurposing. A partition between the snug and music studio would allow for both spaces to be used at the same time. Similarly, a separate entrance to the main hall would limit interruption of events held in the cafe. The garden could also be revived for a small outdoor meeting area or community events. Lastly, a general redecorating (e.g. artwork, plants, general decor) of the spaces would improve ambience.  

Pricing Strategy 

We recommend that SPCA consider the following changes to its space pricing strategy based on conclusions drawn from the following four research methods: 1) benchmarking, 2) interviews with similar space-for-hire programmes, 3) interviews with potential clients, and 4) feedback from SPCA’s current clients. 

1. Raise rates for large spaces. All of SPCA’s current rates are lower than that of competitor averages for similar spaces, as seen in Figure 1. Therefore, we recommend that SPCA raise the hourly rates of the main hall, the snug, and the sports pitches. 

1. Offer discounted rates. SPCA’s current clients have expressed concerns over increasing prices, especially for SSOs and residents. By providing discounts to charities, local residents, and long-term clients, SPCA could raise the rates of some spaces – which increases revenue – while keeping its most frequent and loyal clients satisfied via the introduction of discounts. Benchmarking data shows that this is a common practice among other space-for-hire programmes. 

1. Introduce bundle deals. Booking data reveals that the café and music studio are rarely booked. Furthermore, the main hall and the music studio are only accessible through the café and snug respectively. We recommend that SPCA offer the main hall + cafe and the snug + music studio as bundle deals that are priced lower than booking the two spaces separately. This could increase the value SPCA receives from these underutilized spaces and help eliminate issues surrounding unpaid usage and accessibility constraints. 

Figure 1 – SPCA vs. Competitor Average Pricing Based on Room Type 

Outreach Strategy 

Based on the findings from other space for hire programmes and previous users of different spaces for hire, we recommend that SPCA update and include the following methods into their current outreach strategy: 

• Update website with additional information and promotional material. Our desktop research revealed that SPCA’s website lacks features that are common amongst similar space-for-hire organisations’ websites. Therefore, we recommend that SPCA consider including client testimonials, additional photos, a video walk-through of the spaces, and information about available add-ons and their prices (such as catering and projectors). 

• Leverage their clientele network. Word of mouth stood out as the most common way for businesses to promote their spaces for hire, and for potential clients to learn about those spaces. SPCA could encourage current clients and partners to share their experience about the spaces, build trust with long-term clients, and offer discounts for current clients who refer others to the programme. 

• Increased platforms of communication. We suggest that SPCA utilise the following platforms in promoting their spaces: social media to reach new audiences, newsletters for reaching organisation members, handout materials for residents, and a digital bulletin board in SPCA’s reception area. We found that other similar organisations typically use a combination of these methods to diversify their outreach.  

Profiling and Targeting Potential Clients 

From our interviews with representatives of social sector organisations, we were able to categorize clients into two types based on specific space needs:  

• National Organisation: This category consists of national organisations with a hybrid or remote workstyle and infrequent but large meetings and conferences. Clients in this category prioritise a central location, accessibility, A/V equipment, catering, and large, comfortable rooms for professional purposes.  

• Community Organisation: This category consists of smaller, more community-oriented organisations with a hybrid or remote workstyle that hold more consistent community events and activities. Clients in this category typically seek more basic equipment needs (A/V and Wi-Fi), meeting rooms for trustee meetings/get-togethers, halls and large rooms for community events, and low-cost or subsidized spaces.
  

Based on a compatibility scoring system, we recommend Organisation G1, Organisation G2, and Organisation G3 as strong potential clients for SPCA’s space-for-hire programme. These organisations also offer an opportunity for future collaboration beyond the space-for-hire programme. Details about each organisation can be found in Table 1. 

Table 1: Top Potential Clients for SPCA