BC Hospitality Group ready to grow again under new Bellagroup name

The Covid pandemic has caused Copenhagen’s BC Hospitality Group to rethink its business and start over. After a significant restructuring, new ownership and new management, the group says it is now ready for growth under the new name Bellagroup. Its new stated ambition is to make Copenhagen a top destination for major events and conferences. The Covid crisis meant empty hotels and conference halls and was a dramatic time for BC Hospitality Group, which had to close the majority of its business down and say goodbye to two-thirds of the group’s employees. Now there are ambitious plans for the future. “The severe crisis gave us an opportunity to rethink the business from A to Z – much like a start-up. While we were waiting for the guests to return, the management reviewed all operations at both venues and hotels. This was crucial in getting through the crisis,” says CEO of Bellagroup, Christian Folden Lund. He adds: “We have always been great at hosting events and giving people a good experience – but not so good at turning a profit in operations. Therefore, the goal was to strengthen our commercial units with common marketing and sales functions, while simplifying the operation of each venue and hotel. We’re not making money yet, but as long as we continue to see a slow reopening of the world, we have a plan to get there and can afford to make the necessary investments.” Under the Covid-related lockdowns, the facilities in Bellakvarter, Ørestad were improved. In June Bella Arena opened with space enough for 8,000 standing guests, adding new modern space to Bella Center and thus the opportunity to host several different types of events. Now there’s space for both the very large conferences with keynotes or larger cultural events and concerts. Major events with up to 20,000 participants can be hosted, but the flexibility also allows for hosting three simultaneous but separate events with up to 5,000 participants each or alternatively a large number of smaller events. In October, the group’s largest hotel, AC Hotel Bella Sky, finally opened after 18 months of lockdown and, since the summer, Bellagroup has hired 200 new employees. Half are former employees, who have returned. “As the world reopens our business foundation returns. People need to meet in person and, with the many reorganisations, we are more ready than ever to put Copenhagen back on the world map for large events. We have a platform ready for growth and expansion, and we are celebrating the many changes and plans for the future by renaming the group: Bellagroup,” says Christian Folden Lund.