In an economy where many hospitality businesses are struggling to survive, Craig Wilkinson has continued to grow, innovate and create jobs building a business portfolio that now spans hospitality, entertainment, events support and technology industries from Staffordshire to London.

Craig founded his first business in 2005 and has since built The Wilkinson Collective into a group of ventures that combine creative flair with commercial success.

His businesses include Coalition, which provides event staff for some of the world’s most renowned brands globally, from AMEX at the F1 to conferences for Google or Nvidia as well as NFL international tours.

Barlaston-based Lunar Restaurant has expanded to a seven-day operation, welcoming visitors to Staffordshire from all over the world. It recently picked up silver at the Staffordshire Tourism Awards for Restaurant of the Year. Alberts Cafe in Victoria Park in Stafford continues to go from strength to strength.

Funicular Productions continues to grow with more than 1,200 five-star reviews for its immersive theatrical dining experience in London.

Craig is also continuing the development of iZERO Technologies, an automated workforce management system, building it into a Software as a Service (SaaS) business. This summer will also see the launch of a new mobile app helping support businesses to streamline their workforce management through technology.

At the heart of building Craig’s business successes is his ability to combine creativity with commercial acumen, building engaging brands, operational processes, finding efficiencies and adapting quickly to challenges.

The economic challenges hospitality faces have seen a complete transformation of business operations at Lunar. Craig has ensured optimal efficiency, looking at opening and closing times, menu management, waste management as well as implementing technology and AI to assist with stock control and people management. Craig has incorporated more events to his venues including themed nights like Ibiza café-style evening dinners and full moon feasts as well as adding co-working spaces. Last year also saw Lunar host its first wedding.

Craig demonstrated resilience and creativity during the Covid pandemic by launching the Great British Drive in, a new concept at the time created in response to the huge challenges facing the hospitality industry. Rather than retreating during one of the toughest periods the sector had ever faced, Craig developed a new experience that helped keep customers engaged and businesses moving forward.

In 2020 Craig won the tender to operate the new cafe in Victoria Park in Stafford, creating Alberts. Under his leadership, the café has become a focal point for the local community, earning a reputation for fantastic food, strong customer service and a welcoming atmosphere. More than just a café, it has become a meeting place for local groups, book clubs and community events, helping bring people together in one of Stafford’s most popular public spaces.

While many hospitality businesses reduced activity following the pandemic and rising costs, Craig expanded. He diversified his businesses, created new income streams and continued investing in Staffordshire. His ventures support jobs, freelancers, suppliers and local spending, while helping showcase the region as a destination for hospitality and entertainment.

Elsewhere in the country, through Funicular Productions in London, he created a large-scale immersive entertainment experience that is now relocating. Its move to a bigger venue near London Bridge is taking the production to a whole new level. The move will significantly increase capacity and establish the attraction as one of the leading immersive experiences in London.

This year will see Coalition, which specialises in providing premier event staffing for more than 200 events every year for some of the world’s most renowned brands rebrand to Coalition Global. This demonstrates the scale of its operations, providing staff support to first class events in 26 countries from the UK to across Europe, America and the Middle East.

Alongside this, he has led the strategic development of iZERO, an in-house workforce management platform covering staffing, contracts and clocking-in systems. Originally designed to support his own businesses, Coalition, iZERO is now preparing to launch commercially for other companies, creating the potential for a Staffordshire-developed technology platform to scale both nationally and internationally.

Craig Wilkinson has entered the Entrepreneur of the Year category of University of Staffordshire Business Awards.