Destination Coventry
Destination Coventry

New charitable initiative 'The Final Course' launched

A new charitable initiative has launched in Coventry and Warwickshire to support the conference, exhibition and events industry to leave a lasting legacy on local communities.

Coventry and Warwickshire Local Visitor Economy Partnership (LVEP) has launched ‘The Final Course’ which supports venues to host more sustainable events and easily enable customers to support an important local cause.

From left to right - Colleen Muldoon-Taylor (Destination Coventry), Chris Edwards (Feed the Hungry), Paul Michael (Coventry Building Society Arena), Hugh McNeill (Feed the Hungry), Darren Tosh (Shakespeare’s England) and Aaron Corsi (Warwickshire County Council) at the launch of The Final Course.

The Final Course, which launched on World Hunger Day (28 May), allows delegates at conferences, dinners and events in the city to make a donation to help someone less fortunate as part of their dining experience.

The voluntary and discreet initiative will see a QR code displayed or shared around the venue, which will link to a donation page where delegates can find out more about the initiative and consider making a donation.

Coventry and Warwickshire LVEP has partnered with Feed the Hungry, which is a Coventry foodbank with links into Warwickshire, to support those in need.

The convention bureau will be working with venues across the region to implement the initiative.

Funds raised from the initiative will be donated on a quarterly basis to the Feed The Hungry.

Coventry and Warwickshire LVEP is a partnership between Destination Coventry, Shakespeare’s England and Warwickshire County Council – supported by VisitEngland.

Claire England, Senior Destination Manager for Destination Coventry, said: “It is crucial that events hosted across the region leave a lasting positive legacy on local communities.

“We are also seeing event organisers prioritising destinations that can demonstrate sustainability and community values.

“The Final Course is a simple and discreet way of delegates giving back to our communities. It brings significant benefits to both venues and event organisers, and by running the initiative through Conference Coventry and Warwickshire, it is low maintenance and quick to get started.

“We have an incredibly successful business events sector in Coventry and Warwickshire. If just 2,000 delegates made a small donation of £2.50, that would provide a £5,000 boost to local foodbanks.

“This initiative provides an opportunity to make a genuine difference.”  

The Final Course has been piloted with learning and development centre Ashorne Hill.

Feed The Hungry is an international charity based in Coventry which supports vulnerable in Coventry, Warwickshire and around the globe.

Coventry Foodbank is one its longest running projects and has been in operation for 13 years.

Hugh McNeill, who heads up the Pathfinder project for Feed The Hungry, said: “This is a unique idea, this is the first time we have heard of an entire region delivering a scheme like this in England and we pleased to be supporting it.

“Quite often giving someone food doesn’t solve the issues which they are facing. It’s about building a sustainable programme of support which wraps around to ensure in the long-term they can overcome their challenges.

“We have generated £750,000 through initiatives in 2023 to support people who need it most, be that through grants, support or signposting to support, and The Final Course will provide a further boost that fundraising.”

Coventry Building Society Arena, the region’s largest conference and exhibition centre, is the first venue to commit to the support The Final Course.

Paul Michael, Managing Director of Coventry Building Society Arena, said: “We are proud to be the founding member of The Final Course and it is a great way for our day-to-day business to bring a major benefit to the local community.

“We will be introducing all events which we work to take advantage and would encourage other venues across the region to join and take advantage of this great initiative."

To find out more about The Final Course visit