WORCESTERSHIRE County Cricket Club will be going for a hat trick after winning a second ECB Business Of Cricket Award in three years.

Managing director Jon Graham said the New Road club will not be resting on its laurels and is determined this year's outdoor cinema events in June and August and the concert in September – which earned Worcestershire the ECB's business change and innovation award – will be even more memorable experiences next summer. He confirmed the club's intention to repeat those events in 2017 and said several other new projects "which may or may not be feasible" are currently under consideration.

A combined figure of around 4,500 people attended the screenings of The Lion King and Finding Nemo with several thousand more attending the 12 hours Legends concert head-lined by reggae superstars UB40.

Mr Graham said: "That is two BOCAs in three years which, considering the counties and the people we are up against, and the resources they have got, we are really proud of. It does really confirm that we are going in the right direction. The award we won was for how we changed our business and all the initiatives we put in place, to try and engage with families in the county, rather than just going after the usual cricket supporter. While they are incredibly important to us, and we always do try and look after that core following, it is important we get other people to the ground.

"By doing the outdoor cinema event, we were the first (county) to do it and it was incredibly successful. The one thing we have got is the most iconic ground in the UK so, if you do an outdoor cinema event, you probably need the backdrop to go with it. We've got that, we are very lucky and what we will be doing is investing in the production for next year and trying to take it to that next level.

There will be two outdoor cinema events next year, without a shadow of a doubt. They were award winning. That's not us saying that, it's the ECB. We've got to keep going because hopefully they are the people that will come back for a T20 or 50 over game or, even if they don't, they will come back for another event."

"A concert will also be coming next year, but it is really difficult to get the ball rolling until you get the fixtures out. You can't just put a concert on in an afternoon. There is a lot of infrastructure, commitment and things. We were really happy with the way it went last year and again we will be looking to build on it."