Stand out june 2013

June 2013

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achieve event excellence

POWER TO THE PEOPLE

VIRGIN MONEY • STAFFING • TENDERS • LONDON WINE FAIR • EVENT BUYERS LIVE

I

take my hat off to any events professional who musters the enthusiasm to read more than 100 pages of tender documentation – just last week I discussed this very issue when I met several agency figureheads. What surprised me was how much tendering came up on the radar – most griped about the sheer amount of time it took to complete the lengthy processes, and all complained about how critical information needed to accurately complete the tender was often undetermined.

In the last 10 years, procurement and licensing have become the key focus, catalysts for some of the larger headaches – or should that be migraines – which impact on an organiser’s day-to-day role. Gone are the days when all an organiser had to worry about were toilets, catering and car parks… hmmmmmm.

I do wonder how some major organisations can sit and expect suppliers, production companies and agencies to produce a winning proposal when it appears that the same thought has not been poured into the original brief. Perhaps it’s time procurement teams got back to basics, producing documents that detail the event facts. Perhaps Stand Out magazine should lobby procurement and local Government regarding ridiculous terminology that could be misconstrued – there really is no need for it.

The outdoor events industry in particular has a no-nonsense approach to work and where I come from straight-talking is dished out with a shovel. Direct tenders that say “this is what I want” and “this is when and how I want it” are a breath of fresh air, and such examples receive a great response. On that basis, it’s easy to speculate as to why complicated procurement processes remain – do vague tenders mean that the deal has already been sealed or is the process of jumping through bureaucratic hoops a test of stamina?

Whatever the reason, I do think it’s time that we called for simplified procurement procedures that don’t require unreasonable man-hours to fill in a form. Agreed?

Happy reading,

Editor Caroline Clift – caroline@cimltd.co.uk

Studio Manager Paula Smith – paula@cimltd.co.uk

Publisher Neil Fagg – neil@cimltd.co.uk T: 01795 509101

Design and Production Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk T: 01795 509108

Publication Manager Jo Stace – jo@cimltd.co.uk T: 01795 509113 F: 01795 591065 Account Manager Sarah Bourne – sarah@cimltd.co.uk T: 01795 509113 F: 01795 591065

Credit Facilities Manager Vickie Crawford – vickie@cimltd.co.uk T: 01795 509103 F: 01795 591065 Chief Executive John Denning – jdenning@cimltd.co.uk

No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be typewritten. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to CIM Online Limited. The Publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed in editorial material or otherwise do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement. Information about products and services featured within the editorial content does not imply an endorsement by Stand Out magazine. © 2013. CIM Online Limited, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD.

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EDITOR’S LETTER

June 2013

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event bUyeRs Live LeAps onto the mARket Insight Events has launched a targeted buyer event for live and outdoor event organisers – Event Buyers Live, in association with Stand Out magazine, is a brand new buyer meets supplier event for the live and outdoor events industry. Taking place in January 2014, events professionals will get the chance to network and meet face-to-face over two days

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mARAthon effoRt The 2013 Brighton Marathon received a makeover last month and saw the addition of a substantial beach village and new start lines – Stand Out went behind the scenes of the annual running event and chatted to Grounded Events Company, the event’s organiser, and Piccadilly Live about the on-site changes and plans for 2014

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mAn to mAn Women are responsible for 80 per cent of purchasing decisions. It means that brands must think carefully about how they market to female consumers. But what about the guys? Stand Out looks at male marketing behaviour and questions just how brands should staff their promotional campaigns aimed at men

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bAnkinG on events Andrew Nicholson, head of sponsorship at Virgin Money, discusses the banking business’ event and marketing strategy and how it regards live events

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Us And them Freeman’s recent acquisition of the SO Group now means that the UK stand contractor market is dominated by two large, US-owned businesses. Here, GES, SO Group, a Freeman Company, Dimension 8, Index Group and Joe Manby debate what the news now means for the events industry and sub-contractors

ReGULARs

8 Event and exhibition industry news 10 Event tenders and contract wins 14 Organisers of free events must try harder, so says Dean Parker

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poweR to the peopLe Limelight Sports managed the inaugural Energizer Night Run and utilised Twitter and Facebook to deliver a social media campaign – here, Diccon Loy, commercial director at Limelight Sports, talks Twitter, hashtags and branded content

Does size really matter? Eventia explains

50 Win an iPad mini with Yve 66 Summer is on its way… www.standoutmagazine.co.uk

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NEwS

Festival No 6 granted £150,000 of Government funding Festival No 6, the three-day festival which takes place at Portmeirion from September 13-15, has been awarded £150,000 of financial support from the Welsh National Government and Gwynedd Council.

The money will help the festival team develop event content and is part of a three-year funding package. The money will be utilised over three years and Festival No 6 has said that it is working with the Welsh Arts Council to showcase Welsh artists.

Jon Drape, live director at Ear to the Ground, which manages the event’s production, told Stand Out magazine about the financial support and revealed some site changes for the 2013 festival.

Additional gates, an extra camping field and revised capacities within some of the site’s venues are all planned for when the festival returns in September. The festival’s main and estuary stages will be able to accommodate more people and the event’s swimming pool will be bigger.

Drape explained that he is currently working with Walk the Plank, which is developing content in a bid to keep the

event fresh for returning festivalgoers. Event suppliers, Corvus Security and Tents and Events have been contracted to the event, which sees the Manic Street Preachers headline. Drape explained: “We’re building on a successful year one and adding elements that we would have liked to have done last year.

“We’re hoping to have a pop up restaurant on-site with well-known chefs but at the forefront of our planning is making sure that the customer experience is second to none.”

The team behind agency Ear to the Ground has also revealed that it is setting up a new dedicated live music and outdoor production company called Ground Control.

The new name is part of a major growth and restructuring programme at the Ground Group. Drape will head up Ground Control.

“We’ve been working on festival and live music productions for over 10 years now, however with the recent growth of the business this is the next natural step in creating a clear definition between the production services of Ground Control and those of Ear to the Ground.”

Haygarth and Kinetika appointed to London Designer Outlet London’s first designer outlet centre – London Designer Outlet – currently under construction at Wembley – has appointed a roster of agencies to spearhead its 2013 launch into the consumer market.

Haygarth, Inferno, Kinetika and Total Media have been appointed to position the 350,000 square foot centre as a must-visit shopping destination. Marketing agency,

Haygarth has been enlisted to manage the PR and experiential campaign. It has confirmed that it plans to drive interest and engagement with event and experiential activity and ambassador engagement. For local outreach activity in the build-up to the launch and to add theatre to the opening, London Designer Outlet has also engaged carnival specialists Kinetika.

CSM Sport and Entertainment acquires People Marketing CSM Sport and Entertainment has bought the Chinese communications and event management company People Marketing.

Founded by Irene Cheung five years ago, the company, which employs 25 people, has clients including Remy Cointreau,

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The European Golf Tour, BMW and UBS and will work closely with CSM Sport and Entertainment, now chaired by Lord Coe. People Marketing specialises in communications, concept development and event and activation management.

New draft Purple Guide published Event professionals are being urged to comment on a revised Purple Guide – the brand new Purple Guide to Health, Safety and Welfare at Music and Other Events (Draft) has been drawn up by the Events Industry Forum in consultation with the UKwide events industry – representatives from Government have also had input.

Event organisers and suppliers are being asked to respond to the draft guidance with constructive feedback – the new guidance has been designed to replace the original Purple Guide, published by the Health and Safety Executive.

The draft guidance has 24 chapters in total – chapters tackle topics such as working at height, crowd management, sanitation, major incident planning, campsites, noise and temporary structures.

The draft’s authors have stated that the closing date for feedback is October 31, 2013, but asks that comments are submitted before this date. If you would like to view the draft guidance and have your say, visit www.thepurpleguide.co.uk

A-Plant buys Eve Trakway Eve Trakway (Eve) has been acquired by A-Plant, despite stating in March that it had no plans to sell the business. A-Plant has purchased the entire share capital of Eve, which will continue to trade under the same brand and will operate as a separate division of A-Plant.

At the end of March, this magazine was informed that Eve was up for sale but when questioned, Eve denied that it was on the market. At the time, Rick Barnett, managing director of Eve, told Stand Out that there were no plans to sell the business and that it was busy gearing up for “an extremely busy and fruitful summer.”

According to Sat Dhaiwal, CEO of A-Plant, the acquisition will open up Eve’s customer base to a wider range of equipment.

Barnett will continue to manage Eve on a day-to-day basis as it is integrated further into the A-Plant business.

The organiser of the Bristol International Balloon Fiesta is inviting brands to reach an audience of over 500,000 visitors by using the event as an experiential platform when it takes place from August 8-11, 2013.

The event has revealed two marketing themes for 2013 – Breakfast and Balloons and Arrive Early, Stay Late.

The festival is inviting brands associated with the first meal of the day to maximise on the thousands of visitors attending for the early morning ascents.

Explained Chris Hathaway, chairman of the Bristol International Balloon Fiesta Committee: “The Bristol International Balloon

Fiesta is one of the UK’s best loved events with thousands turning out at 6am to see the balloons take flight from the estate. This is a prime opportunity for FMCG and breakfast brands to target our audience.”

The event is also launching an Arrive Early, Stay Late campaign to encourage visitors to stay longer on site and create more of a festival feel for the event.

The organisers are keen for brands to create experiential activities, which will improve the visitor experience. Interested brands and agencies should contact Ben Hardy – call 0117 904 6509 or email ben@rem-events.com

Yorkshire Tea causes a stir at London’s Victoria Station Yorkshire Tea staged its first piece of major experiential activity last month, hosting a press event aboard the Orient Express.

The Yorkshire Tea Train departed London’s Victoria Station with tea-loving passengers – a bevy of journalists, bloggers and loyal brand fans brought together to enjoy a “proper brew”.

The event, as reported in the April issue of Stand Out, was organised by agency BEcause and is part of a wider promotional campaign for Yorkshire Tea. Two hundred key influencers, journalists, bloggers and Friends of Yorkshire Tea were invited to the tea party – the Orient Express lounge at Victoria Station was transformed into the Yorkshire Tea Train lounge.

Guests were welcomed on board the historic train for a three-and-a-half hour

journey through the countryside that celebrated “a proper brew” with a host of tea-related activities including cocktail making with tea and talks from tea sommeliers. Attendees were able to dance the length of the train with an on-board marching band, and enjoyed afternoon tea served in branded teacups and teapots.

Simon Eyles, marketing director at Yorkshire Tea, commented: “This event is the first piece of major experiential activity for Yorkshire Tea and we were thrilled to be able to share it with so many of our loyal fans, some of whom went to extraordinary lengths to show us how much they love a proper brew. By including them alongside bloggers, journalists and key influencers, we were able to provide genuine, feel-good insight into the world of Yorkshire Tea.”

Festival fans search for cheap tickets on discount sites New site statistics from MyVoucherCodes have revealed that the number of searches for 2013 festival discounts is double that of 2012. General festival-related discount searches were up 202 per cent with a marked increase in specific festival-orientated search terms. Festival

tickets, ticket discount, festival discounts, Ticketmaster discounts and Glastonbury tickets were the top five search terms.

According to MyVoucherCodes, moneysavvy festivalgoers are looking to gain discounts wherever they can because festival ticket prices continue to rise.

Elephant Parade’s elephant statues will return to the UK for a 375-day tour in partnership with intu – 100 elephants will visit 13 locations from July 21.

CBBC is to host a weekend-long programme of live events in Leeds City Centre – CBBC Live in Leeds will take place from July 25-27.

Rockingmann Festivals has launched the Isle of Man Festival in association with MTV. It will take place on July 6.

ACP Productions has been contracted to deliver full event management for the BBC at Edinburgh Festival Fringe 2013.

Nova International is to organise the National Lottery Anniversary Run in Queen Elizabeth Olympic Park.

Bestival has introduced The Port, a brand new dance arena for 2013.

Fergus Linehan has been appointed festival director of the Edinburgh International Festival.

Firefly Solar has launched a Cygnus Hybrid Power Generator (HPG).

Twickenham Experience has launched a Maori Haka teambuilding package.

Stage Electrics has completed a management buy out.

The ICC, Birmingham, will host Eventia’s summer conference from June 30 until July 2.

Leeds’ First Direct Arena will host the 60th Anniversary BBC Sports Personality of the Year on December 15.

Hop Farm Music Festival has been cancelled, blaming poor ticket sales.

ESSA has agreed partnerships with Accor Hotels, Freightlink and Eezibuy – members will be able to get discounts.

St Edmund in the City has opened as a new events space.

Clarion Events has awarded DB Systems a three-year deal to be its sole AV supplier for all of its UK events.

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NewS

Balloon Fiesta presents brands with rising opportunities

Tenders and conTracT wins

Pitch and win Interested in new business opportunities or discovering which event companies have won contracts recently? Read on to learn of new event tenders and to see what the competition is up to…

The London Borough of Tower Hamlets (LBTH) is looking for a company to operate commercial events within Victoria Park. LBTH is seeking proposals, which outline plans to organise, promote and produce events annually, on a concession basis. Interested? Email julie.harmer@ towerhamlets.gov.uk by 12pm on June 28.

The University of Sunderland has issued a tender for its graduation ceremonies. Email Maureen Casey at tenders@sunderland.ac.uk by 12pm on May 31 if you are interested in pitching.

The City of Edinburgh Council is looking for production services for its Usher Hall venue – the contract is said to be worth an estimated £700,000 and specifies production management, stage management, technical support services and personnel. The deadline is 12pm on June 12. Email bob.cuthbert@edinburgh.gov.uk Dimension 8 has been awarded a three-year contract by National Eisteddfod of Wales – the Newportbased, full service supplier to the exhibition industry will deliver and construct nearly one kilometre of Octanorm and clad timber walls.

The Environmental Protection Agency (EPA), Ireland, has issued an event management tender, as it seeks a

sweet smell of success: amadeus has won a three-year deal to cater at rHs Flower show Tatton Park

suitably qualified company to organise and deliver EPA events. The deadline is 5pm on June 10. If you’re interested, email Niamh Hatchell – n.hatchell@epa.ie Brighton and Hove City Council wishes to invite tenders from experienced event management companies to organise the 2014 Sainsbury’s Sport Relief Mile, on behalf of Brighton and Hove City Council. The budget is £8,000. Email jo.osborne@brighton-hove.gov.uk by June 1.

GES has been selected as official supplier to the Coronation Festival at Buckingham Palace. Media 10 awarded the contract to GES, which will install more than 1,000 square metres of shell scheme and freshly built panels in the event’s exhibition of Royal Warrant Holders.

GES has also secured a three-year deal to supply shell scheme, carpet, electrics and graphics to the Toy Fair on behalf of The British Toy & Hobby Association (BTHA).

Amadeus has won a three-year catering contract for the Royal Horticultural Society’s (RHS) Flower Show Tatton Park. Amadeus will create bespoke menus and catering concepts, in conjunction with the RHS, for over 90,000 visitors during the four-day event. In addition, Amadeus will develop an exclusive RHS Members café.

Network Rail has issued an event tender – it is looking for AV, stage and logistics event management for Network Rail events, conferences and award ceremonies throughout England, Wales and Scotland. This contract would cover business briefings, partnership awards and the You Make the Difference Awards. The contract is worth £4.5 million. The deadline for documents is 12pm on June 17 and tenders must be submitted by 9am on July 15. Email garry.pyne@networkrail.co.uk Carlisle City Council has issued an event tender – it would like to create an event and festival equipment and services framework. This framework is to include hire, delivery, installation, dismantling and removal of various equipment, first aid and health and safety, security services and waste collection and disposal. Email dawnr@carlisle-city.gov.uk by June 10.

The Big Lottery Fund (BIG) has issued a tender, as it seeks a company to deliver a UK-wide youth engagement programme and outreach campaign. The tender specifies that four country events (conferences or concerts) will need to be organised in Wales, Scotland, England and Northern Ireland with 500-1,000 young people attending each one. For more details, email punim.anda@biglotteryfund.org.uk by 12pm on June 17.

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EvEnt BuyErs LivE

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Event Buyers Live leaps onto the market Insight Events has launched a targeted buyer event for live and outdoor event organisers

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vent management company, Insight Events has revealed details of a brand new event that will provide a platform for event organisers looking to do business with likeminded individuals.

Event Buyers Live, in association with Stand Out magazine, will take place at the Crowne Plaza Marlow on January 30 and 31, 2014 – event organisers will meet with innovative suppliers and network with fellow organisers over the course of two days.

If you are an event organiser, have budget to spend and wish to meet event suppliers in an informal, yet professional, environment then Event Buyers Live is the only event for you, says David Wilson, director of Insight Events. He said: “The events industry is extremely creative, but – unfortunately – we have all visited exhibitions and conferences that have left us a little uninspired. Event Buyers Live will change all that, providing a platform for face-to-face meetings, and it’s free for organisers to attend.

“Event buyers looking to meet potential suppliers and who want to network with other event organisers will welcome the opportunity to meet reputable event businesses. Likewise, if you are a supplier to industry and wish to meet organisers with budget to spend then Event Buyers Live is the only event for you also.”

A series of case studies, round table discussions, problem-solving workshops, panel debates and seminars will also feature, actively encouraging industry professionals to exchange ideas and experiences. Topics exploring event technology, procurement, event cancellation and sponsorship will be covered and chaired by industry experts, alongside problem-solving workshops whereby organisers are encouraged to brainstorm an issue to find a solution.

Wilson is organising Event Buyers Live with fellow director Lee D’Arcy, who explained how the event works: “All attendees are given a personal agenda, which tells them where to go and when to be there. During the day, attendees will have scheduled face-to-face meetings, a personal programme of 25-minute appointments that allow buyers and suppliers to begin open discussions, and these are supported by networking opportunities and a gala dinner. A personalised agenda also means that buyers get to choose which seminar sessions and workshops they take part in.”

Continued D’Arcy: “The best events are borne out of the best relationships, and we all know that the best relationships are built on trust and understanding.

“Good, old-fashioned, plain-talking is the order of the day because there’s nothing more valued than an open conversation.

“The best way to do that is with a face-toface meeting – moreover, we know that time spent out of the office is precious, so it’s vital that this experience is of value.

“Think of Event Buyers Live as a kind of dating service for the events industry. You tell us who you would like to meet and we arrange a ‘date’ for you.”

Added Neil Fagg, publisher of leading industry title Stand Out magazine: “Event Buyers Live is an exciting addition to the industry’s event calendar and we are proud to be lending our support to what we believe will be a valued resource.

“Like Lee said, we know that the best events are built on strong partnerships – seamless partnerships between organiser and supplier. Event Buyers Live will facilitate that initial introduction, whereby likeminded individuals with a ‘let’s get the job done’ attitude to events can meet.

“The education programme is also refreshing, as the sessions are designed to arm attendees with practical advice that can be implemented and acted upon when people get back to their office. And in today’s time-pressured business climate that in itself is of massive benefit to this industry.”

Would you like to attend Event Buyers Live? Visit www.eventbuyerslive.com, email info@eventbuyerslive.com or call the team on 01707 853355.

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ViewpoinT

Could do better Do free events, often run by local authorities, offer taxpayers value for money? Dean Parker, production manager at Wilde Ones, suggests that councils could produce more relevant events if they had the freedom and creativity to venture away from box-ticking exercises

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here’s nothing wrong with free events. In fact, the majority of events I work on are free to attend. They can be wonderful, rewarding experiences. The issue is, they could be so much better.

Council-run events are often free to attend and, being paid for with taxpayers’ money, are subject to a certain type of scrutiny. Decision-making will frequently be implemented by tick-box exercises, and various textbook checks will be carried out when “procuring” contractors.

Multiple quotes will be required to ensure that best prices are achieved, references will be checked and scoring methodologies will be implemented, and this will be extended to ensure that community groups and council departments are all represented at the event.

But is this necessarily the most relevant way to go about organising such activity?

A couple of years ago I attended a free event staged by my local council. A day earlier I’d visited the site, and had been extremely impressed with the build and production aspects. From a professional, production point of view, it looked great.

However, when I turned up the following day, I was horrified by what I witnessed. It was quite clear that there was no overall

Dean parker

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vision to the event, no quality control over some of the activities, and no actual “promoter” in charge.

Huge stages were used to host community groups watched by 50-80 people. Community stalls – comprising a single trestle table – were housed in 6m x 6m marquees. A cake show – with two long rows of trestle tables – was housed in a tent far larger than I’ve often witnessed DJs perform in at festivals.

Vast clearspan tents – up to 300 square metres with solid floors – were used to host half a dozen rowing machines, or a couple of display boards from Trading Standards.

Most of these tents were depressingly drab and, unsurprisingly, mostly empty.

Some of the caterers at the event had the most appalling looking units I’ve ever seen.

But, no doubt, they passed the health and safety checks, fulfilled the council’s criteria of being “a local business” and so were allowed to trade. The fact that their poor appearance brought down the overall quality of the event didn’t seem to be considered.

As it was a sunny day, the main stage and cider stall were unsurprisingly well attended.

And that’s where the complacency and problem lies. The event is free, in the middle of summer, and has a number of bars and catering outlets. So, naturally, if the weather’s good, people will attend. Job done!

Except it isn’t. The goal should be to make every area as high quality, interesting, and well attended for as long as possible.

That’s what happens at non-free events, because customers want value from the

waste of space: expensive and large marquees are inappropriately used

money they spend on the ticket, or they will spend it elsewhere.

Local authority ethos doesn’t comprehend this. Despite being part of the service industry, councils don’t have any real competition. If your rubbish is not collected as advertised, you can’t change supplier and suddenly decide to use a neighbouring council as your service provider.

In the private sector where you’re competing for business, the emphasis is about making your product or service better than the competition’s. Councils don’t have to compete for the services they provide, and I believe this is reflected in their attitude and actions.

Pre-event checks may look great on paper, but these ultimately end up being to the detriment of the event itself, as there is no overall vision for what it is trying to achieve, or for the whole “look and feel” of the event. Furthermore, there needs to be a “reality check” and someone needs to ask “do we really need this element, is this suitable for what we want to achieve, and does this serve both our needs and the customers?” And even more importantly, is this event best value?

But of course, “best value” is subjective and difficult to quantify. It’s very difficult to compare “value” in a spreadsheet environment. And if you’re organising an event using tick-box exercises, it’s no real surprise if this question does not get asked.

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Brand proFILE

Banking on events Virgin Money has acknowledged the power of live events with news that it is to sponsor the London Marathon for a further five years, and has renewed its sponsorship of Edinburgh Festival’s classical fireworks concert. Here, Andrew Nicholson, head of sponsorship at Virgin Money, discusses the business’ event strategy and how it regards live events

V

irgin Money It’s hard to get excited about banking products, says Andrew Nicholson, head of sponsorship at Virgin Money.

It’s Nicholson’s job to make the financial giant more appealing, and more human almost – not another aggressive financial institution that is quick to take your money.

Nicholson is talking to Stand Out just days after the announcement that Virgin Money is to sponsor the London Marathon for a further five years. He is enthusiastic about how he plans to leverage the power of events, and agrees that he has witnessed an incredible rise in event marketing. What’s more, he acknowledges that the London Marathon was the catalyst for launching the brand’s Virgin Money Giving platform, which enables people to donate and move sponsorship money more easily.

He is relaxed and open, and he is clearly an advocate of live events. Good job really, as the Virgin London Marathon will change

provide a great opportunity to bring our brand ambitions to life.”

Virgin Money has acknowledged the importance of large-scale public events with news that it has renewed its headline sponsorship of the Edinburgh International Festival’s firework concert also. The organiser of Edinburgh International Festival’s grand finale has confirmed that Virgin Money will continue as headline sponsor of the end of festival fireworks concert performed by the Scottish Chamber Orchestra, for the next two years. The Virgin Money Fireworks Concert will take place on September 1, 2013, and more than 100,000 fireworks and hundreds of firing sequences will be choreographed to live music, all set against the backdrop of Edinburgh Castle.

Virgin Money, the banking division of the Virgin Group of companies, has also agreed a five-year extension to its sponsorship of the London Marathon – a new race logo and title are part of the deal which will continue through until 2017.

Events are hugely important and are a significant part of our brand investment. They are essential to brand communications its name to the Virgin Money London Marathon when it returns on April 13 – a factor that Nicholson has had a hand in.

“Events are hugely important to Virgin Money and are a significant part of our brand investment,” Nicholson explains. “They are essential to brand communications and

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Hugh Brasher, race director of the London Marathon, is convinced that the new partnership will confirm the event’s status as the world’s number one marathon, particularly as the race continues to break charity fundraising records, a fact that Nicholson is proud to refer to.

Virgin Money has agreed new sponsorship deals with both the Edinburgh International Festival and the London Marathon

“The London Marathon features 38,000 incredible individuals that raise £50 million for charity – as a money brand we asked ‘can we make moving that money easier?’ and so the event was a catalyst for starting our Virgin Money Giving business,” Nicholson comments. “From a marketing point of view, each individual that has a relationship with Virgin Money Giving often emails their friends and they email their friends – they have an experience of us, it’s like throwing a pebble into a pond and watching the ripples.

“And if we look at the profiles of people who fundraise, they index well in terms of income. They are good people for us to have a conversation with.”

Nicholson, who began his career in marketing in 1996, has witnessed the rise of event marketing – he has been in his current role since 2008 and has nurtured the brand’s sponsorship of the marathon since 2010 when it first become involved in the event.

In 2008, the headline sponsorship of the London Marathon became available.

Brand profile

Virgin Money met with the marathon’s organising team, pitched their ideas, and in 2009, Nicholson and his team watched the marathon unfold, learned lots and discovered the huge effort and investment needed, knowing that Virgin Money would be headline sponsor the following year.

He adds: “It was our first marathon in 2010. It opened our eyes as to how events can work for brands like ours.

“It’s hard to get excited about banking products but the great thing about events is that you’re standing shoulder to shoulder with people that do extraordinary things – the London Marathon is emotionallycharged and being part

andrew nicholson

of that experience is extremely powerful,” he continues enthusiastically.

I ask Nicholson what is it that he looks for in events and how they sit within his overall marketing strategy. He is quite clear in his thinking – “Virgin doesn’t sponsor just any event” – and points towards a “brand ambition” that makes people better off, but he’s not just talking financially.

“We make decisions that are balanced so that staff and communities benefit from things that we do. We look for events that bring that ethos to life – events that are open, accessible, democratic and allow mass participation, events where people can run along an Olympic champion, and you don’t get that with rugby and football sponsorship.

“We do try to avoid just sticking our logo on something and sitting back and watching the action from the posh seats. The marathon is different. There’s a

connection with the marathon – it’s ordinary people doing extraordinary things.

“We weren’t interested in just putting our logo on it – we wanted to make it better, we saw how incredible people raised millions and as a money brand, we thought we can make moving that money easier.”

He adds: “Sponsorship and events when done well can be a much more powerful tool when considered as brand marketing than a silo that sits adrift.

“Events have very much shifted from being the chairman’s choice of favourite hospitality to a smarter and deeper decision – events create content and provide engagement for a brand. And they create business long after a sponsorship has ended.

“We will only ever look to have a relationship with key events because the marathon has opened our eyes to how events can work for a brand like ours and we’ve been very fortunate that we’ve found two fantastic partners in the marathon and Edinburgh International Festival.”

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Brighton Marathon

Marathon effort The 2013 Brighton Marathon received a makeover last month and saw the addition of a beach village and new start lines – Stand Out went behind the scenes of the annual running event and chatted to Grounded Events Company, the event’s organiser

t

here’s nothing quite like a trip to the seaside – what could be more enjoyable than the smell of the ocean and fish and chips? Except, today, Stand Out finds itself sheltering from the wind and rain – typical! I fear I have been lured to Brighton under false pretences because it’s

7.30am and the sun is definitely hiding. It’s not the usual seaside experience that I’m accustomed to but I am here to observe the organisation of Brighton Marathon and not take in a round of crazy golf.

The final touches are being put in place at the race’s finish line on Madeira Drive, where Grounded Events Company – the event’s

Piccadilly Live had a crew of 23 on the Brighton Marathon – two project managers, supported by Ben Collings, managed the installation of kit over a three-day period including a mobile stage unit and D&B sound system on grand avenue

organiser – is preparing to congratulate both elite and amateur athletes in little over three hours. The event, which is now in its fourth year, has made significant changes since its last outing, including the addition of a beach village for spectators and new start lines – it’s an intentional move that firmly plants the event at its seafront location. So, how has the event developed since its last run 12 months ago?

According to Tom Naylor, managing director of the Grounded Events Company, there was a distinct need to improve the look and feel of the event because, for the first time, Brighton Marathon is to be filmed for Channel 4 – better branding and smarter uniforms have been central to the new-look 2013 event. But Naylor, who is the event’s race director, has not simply considered the “cosmetics of the event” – a mobile app has been redeveloped also to enhance the spectator experience with course maps, useful visitor information and a much improved runner tracking system.

Naylor explains: “The feedback received from last year’s event told us to keep improving, so we spent time trying to make each area of the event a few per cent better

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19

Brighton Marathon

with new signage and crossing points, communication to participants and the big stuff like the finish area.”

Naylor refers to a major development for the 2013 event – the inclusion of a beach village at the finish line with spectator viewing, catering facilities and big screens.

He wanted to create a “village” on the beach with a large screen and PA, and his vision has materialised – a 40 square metre LED screen sits on the beach with a small stage and spectators can watch the action and

wait for their friends and family who are running the gruelling 26.2 miles.

The beach village has been designed and delivered by Piccadilly Live, which in March was awarded a three-year contract by Naylor to develop the new addition.

Ben Collings, UK sales manager, Piccadilly Live, comments: “We were introduced to Grounded Events by Matt Hudson of Generate Events, who works on the Brighton Marathon Exhibition, which is held two days prior to the event. Matt also manages some

thousands of spectators lined the streets of Brighton at the end of april to cheer on more than 9,000 runners, raising funds for 391 charities

20 www.standoutmagazine.co.uk

of the marathon zones on race day and thought that we could help Tom. “The initial introduction came back at the start of November 2012. When I met with Tom for the first time, he had the vision of creating this village and putting a large screen and PA onto the beach. We then had to work out the technicalities and explore the options of getting such a vast screen into position to benefit the event layout.

We submitted visual designs to walk through the process and how the beach village and finish line would look with the equipment we were proposing.”

The Brighton Marathon finish line is home to a multiple broadcast camera vision mixing system that uses multiple microwave and Triax cameras placed strategically along the finishing straight. Today’s footage will be vision mixed and recorded in HD and fed to the 15 square metre LED screen at the finish and the 40 square metres LED screen situated on the beach.

Piccadilly Live has also installed a full production suite for the event and commentary systems – two PA systems running the length of the finish straight on Madeira Drive also feature and the beach village houses a 20k Logic Line Array

16,866 – metres of barriers 185,000 – bottles of water handed out 2,300 – number of packed lunches eaten by the event team 1,100 – number of volunteers 3,000 – metres of trackway 6 – miles of branding 250 – St John ambulance personnel with industrial amounts of Vaseline

9,315 runners started the event at Preston Park and 9,110 crossed the finish line

PA system, which is being used for live commentary and medal presentations.

Capita Symonds, Good Will Productions, Dunnell Projects, Great Big Events, DreamTeam TV, Eve, Danco, Beaumont Marquees, Power Logistics, HS Sports, Brightec, Icon Design, Lion Trackway, AA Signs and Assist, Select Security and Stewarding and St John Ambulance have all been contracted to work on the event also, which has a core team of four full-timers and six part-timers.

But the weather has also proved testing… day two of the build saw relentless downpours for more than 12 hours. It slowed the build and required tremendous effort from the crew to make sure that the event was ready to roll this morning.

Adds Naylor: “We are a very small team and yet the event team on the day is almost 2,000 people. We have 16-miles of road closures that start three hours before the race starts and the event team are spread across the course. Pulling together one co-

ordinated plan to build an event in that time is our biggest challenge.

Continues Naylor: “The beach village at the finish is a big change for us – we have giant screens, a big sound system, food concessions, marquees for charities to meet their runners and a live broadcast from the finish line. It’s a big development that has improved the atmosphere, giving the runners a finish they deserve and it’s definitely something that we plan to develop for the 2014 event.”

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Brighton Marathon

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Staffing

Man to man Women are responsible for 80 per cent of purchasing decisions. It means that brands must think carefully about how they market to female consumers. But what about the guys? Stand Out looks at male marketing behaviour and how brands should staff their campaigns aimed at men

i

was walking through Milton Keynes shopping centre on Saturday afternoon when I was approached by a promo guy: “Have you got five minutes, darlin’?” he cried. I cringed.

I don’t particularly want to be called “Darlin” by someone who I don’t know and, dare I say it, who I was old enough to have been a mother to. His manner and choice of language certainly made me question the

art of engagement – in journalism, you are taught to mirror your subject so that they feel at ease and are therefore more likely to relax. The same principle surely applies to promotional staff and the people you hire to market your product, right? Shouldn’t they mirror a brand’s target market so that the person they pounce on feels comfortable?

It wasn’t so long ago that Stand Out wrote a piece about how to market to women,

Promotional staff must be able to talk confidently about products

who I discovered are responsible for 80 per cent of purchasing decisions. It basically examined how marketing rules were drawn up along masculine lines that women don’t respond to – it was thought that experiential activity, the creation of a safe haven and tone of voice were essential when marketing to ladies. Men, on the other hand, and the male brain adopt a competitive streak, which is why competitive activities and games work well, drawing on the rational side of their brain. So does that mean that brands can finally ditch the stereotypical notion that to market to men you need a team of girls in lycra and well-applied lippy? If men are only responsible for 20 per cent of the purchasing decision is it so important to engage them in the marketing mix? And, how should you grab their attention?

Hayley Etherington, group account director at iD Experiential, has some thoughts on the matter: “How you approach marketing to males ultimately depends on your product. Laptops and sound systems, for example, are a totally different game to energy drinks – you can’t activate a mass nationwide sampling campaign for starters!

“When it comes to high value products, despite a gadgets’ credibility or its rave reviews in GQ, we know that it can take

www.standoutmagazine.co.uk

23

Staffing

just one interaction from a knowledgeable, likeminded brand ambassador to take the plunge and purchase their newest toy.

Over the past 20 years, we’ve found that selecting staff based purely on their looks rarely works for more considered purchases.

A demonstrator’s profile should represent the brand and mirror the target audience.

People relate to people like them which in turn, builds trust.”

But, great brand ambassadors aren’t born great! Every consumer subject to any demonstration will ask themselves “Do they know what they’re talking about?” Therefore, training is key. If brand ambassadors can talk knowledgably and confidently about a product’s features and benefits, it naturally creates an engaging, positive experience, which will always result in great sales.

Adds Etherington: “Every brand is different, adopting a different strategy and tailored team of brand ambassadors to bring their products to life. Although it may fit some brands, we believe the stereotype of promo girls in branded t-shirts is thankfully beginning to disappear!”

Being able to communicate with the public is not about looks, comments Samantha Yendell, manager of Off to Work’s Platinum staffing division – in certain circumstances, some brands do rely on it, but the stereotypical girl in lycra is not as relevant in today’s marketing world, she says.

“I think we’re at a time where we’re going back to basics, looking at what a brand is about. Brands don’t necessarily want an ambassador that is overly attractive, they want someone personable, and someone that represents that brand.

“As cheesy as it is, beauty is in the eye of the beholder and personality is more attractive. It’s far more attractive to have someone with spark and passion, and that is what’s trumping industry right now.”

Yendell cites a campaign for Coors Light, which targeted men. Cake Group, which organised the activity, requested men and women for the promotion but guys and girls that were happy to jump on a simulated surfboard, and not all promotional staff are comfortable doing that. It proves the importance of matching character and personality to brand activity. Besides, Helen Hanson, director of Hel’s Angels, argues that men are less willing to stop and chat, so when they do it takes more than a pretty face to sell the goods. To quote Kate Winslet in The Holiday, it takes “gumption” and once

Promotions with competitions appeal to the male market, and brain

24 www.standoutmagazine.co.uk

informative staff are key to a promotional campaign

men realise that experienced promotional staff hired for a campaign know their stuff then they are more willing to enter a meaningful conversation.

“More than half of men will use over four different sources to research a product before purchasing, so we are not working with impulse or emotive buyers here,” she explains. “You need to know your s*@t, and when you do it pays off.

“Human beings, male or female are naturally drawn to things that are aesthetically pleasing. A beautiful woman in front of a beautiful car is always going to be far more appealing than a greasy haired, middle-aged dealer. However, what happens when you combine the two is far more powerful. Take the brand knowledge, passion and sales nouse and combine it with a warm and open ambassador and then you’re on to a serious winner.”

Continues Kate Bishop, general manager of LOLA Staffing: “We find that more and more often our clients look for a combination of looks, reliability and skills when booking staff for their promotional campaigns. Physical attractiveness of brand ambassadors is still important to most clients, however more and more focus is put on out-going personality and experience.

Good-looking promotional staff with previous sales experience is a real hit. Campaigns aimed at men are not an exception here.”

Bishop recalls a recent campaign for the launch of Farrell, a British menswear label devised by Robbie Williams. The launch

Staffing took place at Westfield and “vintage-looking” girls with previous sales experience were requested and used.

“The clothing range and its promotional campaign were aimed at men but the client highlighted that it was not models they were after but vintage-looking girls that would match the brand image perfectly. They were also interested to see the details of their past experience instead of making the choice based on the pictures alone,” says Bishop.

“In this case, ‘the look’ rather than necessarily ‘good looks’ was an important factor. Hence, matching the right face to the right product is still very important for clients. But, of equal or perhaps even greater importance was the ability to translate the initial attraction into a fluid sale. Attractive people will always grab attention but that does not necessarily mean they will be able to effectively sell a brand’s message.”

Continues Hanson: “Another interesting observation, and in particular to the gaming market, we’ve found it may not be advisable to go down the lycra-clad ladies route.

Most of the time, when faced with a scantily dressed stunner, our target market really hasn’t got their mind on the product!

“It’s always nice to have something gorgeous to look at but more often than not it can be intimidating. When walking through a shopping centre and confronted by a man or woman in their swimmers, I am more often than not embarrassed, my instinct is not to run over and find out what they are

26 www.standoutmagazine.co.uk

promoting, it’s to stand far away and perv from a distance. If I see a promotion staffed by normal looking ‘experts’ I am much more likely to feel confident in approaching them.”

Agrees Jeremy Berryman, managing director of event staff and crewing company Crewsaders – it’s imperative to determine a buyer’s personality and match staff accordingly. He explains: “Our promotions staff use a scale of 1 -5 to determine whether a male attendee is allocentric (1) or psychocentric (5) or where they fall within the scale of 1-5. Allocentric refers to people who are outgoing and curious explorers.

Those who are psychocentric are nervous, inhibited, and like structure. Asking about the design of the event and the message to be conveyed is the best way to figure out what kind of personality we are dealing with.

“Initially a conversation needs to be started using a ‘grab their attention line’ usually based on a monetary proposition that is part and parcel of the client’s message. The male buyers response will usually indicate the personality type or the level of interest in the proposition. If there is an interest in that proposition, the promotion person will delve deeper into the personality to determine the tone of the message that will be delivered, but in a way that would be sympathetic to the personality.

“Matching the right staff to explicit experiences requires more than the ‘old school’ brand ambassador role. The word ambassador implies representation.

according to Hel’s angels, lycra-clad ladies and gaming brands don’t mix

Engaging and influencing male buyers takes more than this. Being an ‘advocate’ implies something stronger – passion, commitment and more – advocates can be trained to be articulate in terms of adapting their behaviour and language to appeal to the wide spectrum of male personality types.

“In a period where budgets are tight, staff briefings are becoming more important – making an analysis of the general audience demographic and the possible types of personalities should be your starting point to match promotional staff.”

Explains Chris Russell, managing director at Tribe: “It’s easy to stereotype men and think that sex sells but in the majority of cases it doesn’t and it can be detrimental to a brand. Although many agencies take a broad brush approach to marketing to men, we do not.

“We always start from the perspective of authenticity – what’s right for the brand and how can we engage consumers in a meaningful way that’s relevant to them?

If we’re working with a sports brand and targeting men then we will hand pick male or female ambassadors who are passionate about the brand, who train using their products and can talk with genuine enthusiasm about their experiences – that ethos results in a much more meaningful conversation,” he concludes.

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London Wine Fair

Got a lot of bottle Brintex Events has made significant changes to its annual spring wine fair. Name, venue and date changes have been signalled as well as restrictions on exhibition stands. Here, Ross Carter, the event’s director, explains the rationale behind such a brave new strategy

i

t’s a brave and bold move to make changes to an event that is more than 30 years old; it’s an even braver one to even consider placing restrictions on your exhibitors. But that’s exactly what Ross Carter, event director of the London International Wine Fair has done.

Carter has announced a raft of changes to the 2014 event, even before the doors of the 2013 show have opened.

changes will create a “more level playing field” in 2014 and remove the idea that exhibition stands have to be big and expensive to have impact.

When the doors of the London International Wine Fair closed at London’s ExCeL on May 22, the wine trade was already familiar with the show’s new branding, location, date and name. The

renamed London Wine Fair will take place at Olympia during the week commencing June 2, 2014 – the show’s new direction a direct result of lobbying the wine industry.

Carter says that current and past exhibitors want the changes, which will take the event back to its roots because it needs to make a “cultural change” so that both visitors and exhibitors experience a different show.

The wine industry has a sense of image about it that I think Olympia better suits Double height stands are banned. The amount of floor space any one exhibitor can have will be restricted. And banners will no longer be allowed. It’s quite a lot for an exhibitor to take in, particularly loyal exhibitors that have courted the event from day dot. But Carter argues that such

Stand prices are to be decreased in 2014 because exhibitors considered costs to be too high

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29

London Wine Fair Tabletop tasting areas will feature

He explained: “Whilst the new venue and name are important changes for next year, what is really core to making 2014 a success is value and relevance.”

According to Carter, exhibitors will spend between 50 and 60 per cent of costs in previous years. He is confident of that.

Perhaps something to do with the fact that stand space prices will decrease by 20-25 per cent on 2012 figures, a decision taken because the issue of cost was high on the list of exhibitor concerns, he says.

“The new name and change of venue are purely cosmetic decisions,” Carter continues. “What’s more important is our value and focus and we need to incentivise people to attend. It’s important that elements of our exhibition mirror what’s happening in the marketplace and that’s why we’ve introduced our new areas and features – boutique and bulk.”

Carter refers to a bulk wine zone, a stand alone section on the show floor for those that buy in volume, with bespoke branding; and boutique wine for small, niche UK wine importers. This tabletop tasting area will be open only to the smallest UK importers, with participation costing just £1,000 for the

ross Carter

30 www.standoutmagazine.co.uk

LiWF hopes to grow by 20 per cent

three days of the event. This will encourage niche importers, representing hard to find producers, to the fair.

Carter, who took over as wine fair event director from James Murray in January, states that no one has told him that they do not want to see the changes. He has been in consultation with industry for four months.

“The only objection we’ve had from a handful of exhibitors is that they are happy

prospect and one that Carter “wouldn’t be surprised” to achieve.

The process of revamping features at the wine fair is already underway. 2014 will see masterclasses and industry briefings delivered by respected names in the trade.

Workshops will be introduced that address the everyday needs and issues of on-trade and independent retail professionals – the key audience for 2014. But exhibiting and

It’s important that elements of our exhibition mirror what’s happening in the marketplace and that’s why we’ve introduced our new areas with ExCeL. Now ExCeL is a good venue and a lot of successful shows take place there but the wine industry has a sense of image about it that I think Olympia better suits – wine is an ancient product that’s evolved and is suitable for 21st century consumers and Olympia reflects that, the venue’s a nice fit.”

2014 will see the London Wine Fair invest over £40,000 in visitor incentives, specifically to attract buyers from the ontrade, independent retail and multiple retail sectors. These will take the form of: travel and accommodation bursaries; channelspecific lunches; free evening social events for specific buyers; and competitions and giveaways in partnership with select exhibitors. It’s all part of Brintex’s plan – if the visitors come, exhibitors will come and if the content appeals to a broad audience, visitor numbers will mirror exhibitor volume.

Carter hopes to grow the fair and its move to Olympia gives the team an opportunity to grow the event by 20 per cent – it’s a realistic

visiting the fair from 2014 will require all participants to be members of MyWineFair.

Launched earlier this year, this online portal will help to clarify the needs of visitors and allow the fair website to become a more effective portal in delivering the details of the exhibitors and wines to the visitor, its organiser says. Another brave move?

“We have to offer good content and value,” adds Carter. “The wine business is a low-margin industry and our fair needs to reflect that. We very much hope that the changes we will implement will bring back old exhibitors. They’re brave moves perhaps, but necessary for the show to be cost effective and of value to our sector.”

The changes signal a refreshed show, concludes Carter, who explains that he is looking forward to building a community when the fair returns to Olympia after a 13-year spell at ExCeL. But for now he is focusing on the delicate issue of marketing a venue move and the prospect of welcoming back old exhibitors.

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viewpointS

Does size matter?

When will Government finally recognise the contribution events make to the economy? Mark Saxby, sales and marketing director of Universal WorldEvents, and Eventia member, ponders the question

A

s an industry are we truly recognised in the way that we should be? Just how big are we? Does it really matter? Is it just a case of massaging our collective egos, or is there a genuine business rationale to knowing the true picture of our industry?

Data produced in the US shows that the events and meetings industry there is bigger than the automotive industry. At the peak of the global financial crisis the leaders of that industry were duly summoned to the White House for a session with the President.

There was no such summoning of the leaders of the meetings and events industry.

On our side of the Atlantic, we struggle to get ourselves heard properly by Government and we are certainly not acknowledged as the contributor to the economy and to employment that we are. What recognition we do get seems more aligned to leisure and tourism than trade and industry.

We need the data to make the powers that be sit up and recognise the value of what we as an industry bring to the economy. It is only armed with this evidence that we will get the governmental support that we need from a legislative and regulatory perspective. It is only armed with this evidence that we will be invited to the top table to participate in discussions that

Mark Saxby

can lead to our industry getting the backing it needs that will help it develop further and create much needed jobs.

As I write, I am reliably informed that this research is on its way. If it can demonstrate conclusively the size of the industry then it should definitely make a difference to the way that we are seen and the influence that we can make.

Time to embrace change

The events industry will be a safer place if it adopts CDM Regulations, so says John Burgess, live events account manager at Stage Electrics, and NOEA council member

i

have thought for many years that for an industry that deals with communication in many forms, we don’t do it very well when dealing with industry matters.

We do have an amazing gossip network and our rumour-mongers are amongst the best in the world but given a new piece of legislation or code of practice and getting the important message out across the industry is a nightmare.

I recently attended a meeting at the Health and Safety Executive (HSE) covering the proposed revision to the 2007 CDM (Construction Design and Management) regulations specifically with regards to temporary demountable structures. OK, it’s not the sexiest subject but it is very important to our industry. In my opinion, the

revision aims to bring the management of building stages, platforms, seating blocks and temporary structures into line with construction industry management layers.

The majority of event industry companies are already doing this – some do far more than is being set out in this revision, and yet I have still heard cries of “this is the end of the business, we’ll never be able to build a marquee again”.

I do not believe that this is the end.

The HSE is meeting with companies and individuals to explain the revision. You can go online, read the proposals, gauge the real effect it has and comment through the forum. I love the idea that if a client has not appointed a safety officer, or any other named managerial role, it will be assumed that they (the client) have taken on that

Do you care how big the events industry is? Does the Government recognise our achievements? Do you already work to CDM Regulations? Have your say at www.standoutmagazine.co.uk

32 www.standoutmagazine.co.uk

John Burgess

responsibility – this will simply make people think a little more about their event.

What we need to consider is that if people are putting on events who do not want risk assessments and SAG meetings or have the right paperwork, do we really want to work with them? It is possible for a badly run event to happen with no problems but do you want to put your crew, company and name through that?

The simple fact is that these changes will come into effect in 2014 – as an industry we need to come together, accept and embrace the change and make our working lives that little bit safer.

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Head to Head

US and them Freeman’s recent acquisition of the SO Group means that the UK stand contractor market is dominated by two large, US-owned businesses. Here, Nick Marshall, executive chairman EMEA of GES, and Richard Pegler, managing director (exhibitions and conferences) of SO Group, a Freeman Company, go head to head and discuss pricing, customer expectation and competition. Plus, smaller, niche contractors also have their say Industry now has two large, US-owned contractors operating in the UK. What does this mean for the event industry? How do you see the UK exhibitions industry shaping up now that there are two american players vying for the same work?

Pegler: Historically in the UK, exhibition contractors have been independent and as such were frequently under financial pressure, which resulted in regular mergers and strategic alliances. For the first time

but for an organiser the global economy means they aspire to global growth.

They have the ability to geo-clone their exhibitions, to exploit emerging markets.

Freeman produces more than 15,000 shows annually across the world, organisers want international growth and they need international parties to deliver that growth.

Marshall: Organisers are operating on an increasingly international basis and there is a significant benefit if they can utilise a single contractor to deliver shows across a number of geographical areas. GES recognises this benefit and has an established global network, including owned operations in the

Large financially stable players will give everyone in the events industry security and confidence in decades, we now have financial and structural stability in the market, which in turn positively affects all sectors of the industry; organisers, venues and contractors. The UK will always remain a major event landscape,

Richard Pegler

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UK, US, Canada, Europe and the Middle East, with which to support our clients through consistent service levels no matter where their events occur.

Competition promotes greater levels of service and innovation, areas that GES has been driving in the UK and throughout our global network. Being part of a truly international business enables us to draw from best practices across the group to provide improved services and innovation to the events we produce. At the same time, GES understands the importance of local knowledge and expertise to deliver successful events and satisfied customers.

over recent years, square metre price has dropped significantly – can industry now

Nick Marshall

expect a price war, and in an already squeezed contractor market, how will this impact on subcontractors?

Pegler: Large financially stable players will give everyone in the industry security and confidence. A more robust pricing structure will reflect the differentiation of services and the quality of services provided – genuine value for money, not just lowest price. We believe organisers that deliver high quality events are prepared to invest in higher quality products, innovation and technology.

For sub-contractors, the shift will be a greater emphasis on their own customer service. They will need to consider their structure, professionalism, delivery and health and safety standards.

Marshall: Competing on price alone is not a sustainable option. GES has succeeded in growing market share by

The UK events market operates on tight margins – has consolidation forced you to look overseas for more profitable markets or do you think our industry still offers profitable returns?

delivering value added services to our clients, innovations that help them manage their shows, and by focusing on exhibitor service. We have demonstrated that we are a partner to our clients and not a commodity supplier. GES does not have sub-contractors, we have service partners.

They are an essential part of our team, vital to the health of the industry, and it is important that we compensate them fairly.

Low rates benefit the organiser but do nothing to sustain growth or the long-term health of the events industry – when brands expect more technology and service but for half the square metre price, is it possible to deliver quality when costs are being squeezed and how do you manage such customer expectation?

Pegler: We absolutely believe in the value of customer service, and that clients will pay a fair price for the superlative service and innovative technology. Freeman is dedicated to delivering both. Organisers are looking for more than just the basics from exhibition contractors. We need to provide additional innovative products and exceptional customer service, which are at the core of Freeman’s philosophy.

Marshall: Innovation and continuous improvement are core underpinnings of the culture at GES. We have been investing wisely over the years to upgrade our stocks, enhance our service offerings and increase efficiencies. As a result,

andrew Manby

we are able to deliver valued services to our customers and achieve sustained profitability. Our goal is to run a profitable

Pegler: We’re committed to the mantra, ‘think global, act local’. While the industry is ever growing internationally, there are still a number of recognisable opportunities on home soil and it is clear that the UK is still a dynamic and exciting event landscape.

Marshall: Although the UK market is mature and competitive, it remains very important for GES and our clients, and we are committed to leading and innovating in the UK as well as internationally. GES is

We will end up with the industry we deserve, because what we do end up with will be of our own creation business and to continue to develop the building blocks we have put in place over the past six years.

The exhibitions market is shrinking – would you therefore argue that it remains a truly competitive industry?

Pegler: On a global scale, the exhibition and event industry is one of the only industries where entrepreneurs can go head to head against bigger businesses, ensuring that there will always be competition in the market. As show models are constantly being developed and refined, there will always be opportunities.

Marshall: The exhibitions market is mature in the UK and is becoming increasingly global, with some markets experiencing strong growth. We believe that this presents significant opportunities for show organisers, exhibitors and industry contractors. Exhibitions offer unmatched face-to-face sales and marketing opportunities by connecting buyers and sellers in one location, and as a result, they are expected to remain a key part of

always looking for opportunities to expand our global footprint to address the increasing desire of organisers to work with the same partner across borders. We have been building an international business with a common brand, values, systems and services. This growth requires knowledge and investment and GES has developed the international know how over a number of years. GES’ UK and European teams remain focused on serving our local markets, as the structure of our global business evolves with our clients’ needs.

Keith Richards

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Head To Head

the marketing mix. We are committed to innovating and working with our customers to ensure that their exhibitions remain successful and highly relevant.

Head to Head

You will have read on the previous two pages just what GES and the SO Group – a Freeman Company believe will happen in the UK exhibition contractor market. But Stand Out wanted to discover also how the sector’s recent developments will impact on smaller suppliers and subcontractors. We asked Dimension 8, Index Group and Joe Manby the following questions and this is what they had to say… events industry professionals have commented that they now expect a price war. But low rates only benefit an organiser and assure the longterm demise of the industry. What impact would recent developments will have on the marketplace and has Freeman’s recent acquisition of So Group prompted you to revisit your own business models? Will the market react positively to being led by two major american players, or will organisers re-assess the contractor options available to them? and, in an already squeezed contractor market, what further impact do you envisage this having on sub-contractors?

Competition is good for our industry and is to be welcomed. I believe the market place with regards to pricing will always find its own level in terms of value for money, quality of equipment and service standards. I do not believe, however, a price war will break out – prices are already down to the lowest point I can remember for many years and I think a period of stability may now ensue. GES and Freeman have dominated the events market in the USA for a number of years now and both companies’ profits in that country are very healthy. The Index Group has invested heavily in our patented FITZ-IN Shell Scheme and Electrical system over the past five years, which has seen a steady growth in sales and with our continued investment we expect this growth to continue. Organisers will constantly re-assess options available to them regarding contractor’s services as they have done so in the past.

Keith Richards, chief executive officer, Index Group

Ever since the formation of SO Group, from the core companies previously known as Stanco, Early Action, Opex and most lately 360 Creative Event Services, we have had two large service suppliers in the UK events and exhibition industry. The acquisition of Melville, now part of GES, and the purchase of the non-toxic part of

36 www.standoutmagazine.co.uk

SO Group by The Freeman Company (UK) Limited, has introduced new ownership, new management and most likely new initiatives from the US owners; but we still have two large companies, operating in the UK, still both vying for the same work! Indeed, given recent economic challenges, they are now competing for a slice of an ever smaller cake!

When “event industry professionals” expect a price war, it is truly difficult to imagine just how much cheaper prices can realistically go. Specifically relating to SO Group, neither do we fully appreciate just how many businesses, both from within and outside of our industry, are caught up in their administrative process. The collective group had a reported £11.2 million of secured debt and unsecured loans of around £4.8 million, so it is not unreasonable to assume that there may yet be many more casualties along the way. As the joint administrator has clearly stated, there were any number of business failings, so how much can be attributed to low or poor pricing policies is likely to remain a mystery. What’s abundantly clear is if the service suppliers sector is to continue to deliver products and services, in line with all our customer’s, organiser’s and exhibitor’s expectations, then a reengagement of hostilities over rates will only cause further damage and move us closer to the demise your question refers to.

As far as Joe Manby Limited is concerned, on June 1, 2014, we’ll celebrate our 40th anniversary. We have built our reputation by focusing on our own abilities, providing our customers with the highest quality products, backed by a sincere and genuine service. We see no reason now to deflect our focus from these core activities.

In the end, if we don’t get this right, we won’t be around to worry about what other people are doing!

Do I think that the market will react positively to being led by two major American players, or do I think that organisers will re-assess the options available to them? In our experience, clients continually re-assess their options.

Organisers have always had to evaluate how they best service their events. Whilst some prefer a single supplier, others believe

a range of specialist companies better suits their show. The critical factor is that up to now they have had that choice and if one option doesn’t work, it can always be changed. Whatever the preference, this is the strongest argument to support the requirement for a vital and thriving service sector. Anything else will only dilute the overall quality of services and products alike.

In the end, I suppose we will end up with the industry we deserve, because what we do end up with will be of our own creation. andrew Manby, director, Joe Manby

Our business model is constantly being revisited in a process of dynamic review, and the acquisition of SO Group will certainly affect our sales and marketing strategy.

With Freeman and GES being such large organisations they will naturally be in prime position for the multi-million pound contracts, but smaller, independent organisers will be looking beyond base prices, and for contractors that can offer the value added services that really matter to them.

I think the market and the industry will react positively to Freeman’s acquisition by reassessing their contractor options.

Organisers know that price point is not the sole factor in choosing a contractor, and contractors can see from the experience of SO Group that squeezing margins is not a viable way forward. Organisers will be looking for innovative, responsive, flexible contractors, which offer value added service and a commitment to total customer satisfaction. The challenge for contractors is to raise the expectations of organisers, and improve the quality of their service, rather than shave margins in order to win business.

Jon Porter, sales director, dimension 8 do you share the views of Porter, Manby, Richards, Marshall and Pegler? If you think recent developments will change how the sector operates, email caroline@cimltd.co.uk and, organisers, just what do you look for in terms of price and quality?

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The winds of change are reshaping our exhibiting landscape.

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Stand deSign and build

Feature is sponsored by

Brand booster Sales and marketing teams are recognising the importance of live events and exhibitions – Stand Out talks to brands which have opted to exhibit for the first time, or transform their presence at an exhibition, and with successful results

d

o you remember long summer nights in the school holidays, playing outside and eating Wagon Wheels and Jammie Dodgers? For many, the biscuits conjure happy childhood memories and, to this day, the brands remain consumer favourites. For Paddy Carmody, customer marketing manager at Burton’s Biscuit Company, which makes Wagon Wheels, Maryland Cookies, Jammie Dodgers, Cadbury Fingers and Lyons Biscuits, it’s his job to keep the biscuit giant’s five power brands at the forefront of a competitive consumer and retail market, and so for the last two years, Carmody and his team have exhibited at Pro-retail, a two-day

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trade exhibition for independent convenience stores and multiple retailers.

The event, which took place at Telford International Centre last month, is a key date in Carmody’s diary but he freely admits that, in the past, he has used small stands and pop up banners and could have done more to up the ante. Until now.

“Over the last couple of years we’ve been going to the usual trade shows but we weren’t showcasing the brands in the best light. We didn’t look as professional as the others,” he explains. “But now we have raised the bar.”

Carmody worked with Skyline Whitespace to design and build a large exhibition stand.

He wanted to use Pro-retail 2013 to highlight new products and items such as Burton’s sharing packs and individually-wrapped biscuits for packed lunches. So what better way to show retailers what they’re missing than by creating a shop?

Explains Adam King, design director at Skyline Whitespace: “Paddy came to us initially with a broad brief to create a convenience store that would be scalable and effectively be a fully operational, pop-up shop. We had to source everything that a regular store would have including flooring, queuing system and retail gondola units.

“We created a coffee dock using our Envoy system and an integral Envoy cupboard, and all the graphics were designed to have an optical 3D effect

the burton’s biscuits stand was created using Skyline Whitespace’s engage system – the metal structure was created using custom-painted Skyline tube ultra and the headers were graphic-clad Skytruss

to create the illusion of magazines and sandwiches then many real items were added to create an authentic shop experience and retail environment.”

Carmody continues: “We wanted to tell everyone we’re biscuit experts, and now people in the sweet and snack environment are taking us seriously.

“That’s because we’ve recognised the importance of events and have realised that if we want people to take us seriously then we have to get out of the office and talk to retailers, face-to-face.

“Our stand showed people where the products could sit within their own retail environments and visitors to Pro-retail were amazed with our effort. The height of the stand meant that people could see our beacon brands and they were instantly drawn to us.

“We have had fantastic feedback and our larger stand has already had an impact – we’ve already seen an increase in sales, and we can now see a benefit from our investment. We know we have the right platform to give us great brand visibility.”

The larger, professional exhibition stand has made a huge difference to Burton’s

Feature is sponsored by

dRIVIng STand TRaFFIC:

want it to look like anyone else. It had to be non-corporate, comfortable and inviting because we wanted to create awareness.

“We had not spoken to the travel community since October, which is when we began our initial conversations with the wider travel market. Our main reason for choosing ITB Berlin was to create brand awareness and, I think now, we hopefully have something to build on.

“We hadn’t budgeted for the exhibition – it wasn’t in the marketing plan or budget – but it was so important that we had to do it.

“Since the show we have seen direct sales and had lots of enquiries. People are more aware of how we operate so our decision to exhibit means it’s mission accomplished.”

Sovereign Exhibitions designed and built One Fine Stay’s very first exhibition stand, as it opted to exhibit for the first time at ITB Berlin

RB design and display designed and built a large exhibition stand at Infosecurity Europe for BaE Systems detica – the brand launched its CyberReveal product at the three-day event at Earls Court, london. detica chose to announce its official cyber security partner status of the Vodafone Mclaren Mercedes team on day one of InfoSec, which explained the presence of a replica Formula One Mclaren racing car on the detica stand. unusual Rigging, official rigging specialist to Mclaren, worked with RB design and display to mount the car vertically on a steel work structure built to Mclaren’s exact specifications.

The car was secondary to the launch of CyberReveal yet it proved popular with visitors, attracting significant interest.

Explained Tim Basnett, account director at RB design and display: “Our brief was to keep the stand nice and open with an enclosed meeting space, storage, coffee facilities and somewhere to hang the car – we designed the stand around the car and knew we had to save space so we mounted it to the wall. We would have never got anything else on the stand if we put it on the floor.”

RB design and display worked with the show’s organisers, liaising with them to keep the event’s aisles clear on the final day of the build, so that the car could be brought into the halls easily.

The detica stand also featured a 103-inch plasma and four demo screens.

Concluded Basnett: “Brands want to maximise the openness of their stands. In the old days, people would cram as much onto their stands as possible. now, free and open space allows potential customers to get on a stand and talk to people. Stands have to be inviting with not too much messaging, and detica’s stand was a great example of this.”

www.skylinewhitespace.com

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STand dESIgn and BuIld

Biscuit Company’s sales and marketing – an experience shared by travel company One Fine Stay, which offers a catalogue of luxury apartments and posh houses as an alternative to hotels.

John Clarke, head of worldwide sales at One Fine Stay, knows the value of exhibitions and events. Clarke has worked in the travel industry for 22 years, enjoying sales and marketing roles with Starwood and Great Hotels of the World. He joined One Fine Stay in October to specifically build the brand, which until recently had only marketed its offer online.

Clarke contracted Sovereign Exhibitions to design and build an exhibition stand for the company, as it had decided to exhibit at ITB Berlin for the very first time.

“One Fine Stay had never exhibited before,” Clarke explains. “But I do know the value of events.

“I have exhibitions experience with Great Hotels of the World. I hadn’t worked with Sovereign Exhibitions before but years ago I went to them with a proposal. They stood out and so I approached them with a brief for One Fine Stay.”

Sovereign created the stand, which measured 5m x 4m and had two sides open – it incorporated a storeroom and mini sink, and recreated a lounge that guests may find within a One Fine Stay property. Sovereign designed the stand, sourced the flooring and furniture, provided the electrics and graphics and managed the installation and breakdown.

Continues Clarke: “The stand had to represent what we stand for – we are different from other travel brands and we wanted quirkiness. We wanted the stand to represent a private space and we didn’t

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Marketing Week Live returns to London’s Olympia from June 26-27 with eight dedicated zones for marketers

M

ore than 13,000 marketing professionals attended Marketing Week Live in 2012, as marketers searched for cutting-edge ideas and inspiration that would bring their brands to life. Now, the two-day show is set to return from June 26-27 at London’s Olympia and marketers, event organisers and brand directors are being urged yet again to attend the event, which has eight dedicated marketing zones.

The interlinked areas acknowledge the varying disciplines within the marketing mix – if you’re looking to activate a live campaign, wish to nail the importance of data, create a digital strategy or just pick the brains of agency peers then Centaur – the show’s organisers – believe that Marketing Week Live is the show for you.

Within these zones, the show brings together 500 exhibitors and a healthy conference programme that aims to address

Marketing Week Live previeW

Be a smarter marketer agency ask the experts and a career zone are new features for 2013

common and the not-so-common issues faced in today’s modern marketing world.

For 2014, the organising team has introduced two new aspects – Agency Ask the Experts and a career development area, where you can arrange one-on-one meetings with agency directors and get advice on career enhancement respectively.

Registration for the event is now open, and marketers and brand managers are being invited to look at the event’s centre stage and conference programmes – educational streams have been designed to address the burning questions, from how to translate big data into sales, to better ways to engage with consumers’ passions.

Some of the business world’s brightest minds will share their expertise including Ian Cranna, UK VP of marketing for Starbucks – he will look at the use of technology in culturally sensitive campaigns – and Diageo’s Kathy Parker on future strategies for customer engagement.

Marketing Week Live offers an educational programme for marketers

inSiDer knOWLeDge: Marketing Week Live is free to attend and is open from 9.30am until 5pm on June 26 and from 9.30am until 4.30pm on June 27. to register for the event, visit www.marketingweeklive.co.uk

The events industry’s Jim Curry, deputy director of the Association of Event Organisers and project director of FaceTime, will be presenting the promotional body’s media performance research on June 26. He is just one of a number of industry peers taking to the show floor in a series of interactive and informative sessions – Scotts Miracle-Gro, Bauer Media and Guinness Storehouse will also feature on June 26 and 27, as they talk about their experiences with live events in relation to experiential campaigns, radio and digital installations.

In addition, the British Promotional Merchandise Association plans to show marketers 21 “great ideas to rev up a marketing campaign” and Gill Thorpe, MD of Sourcing Team, and Nick Adams, MD of Sense, will debate whether digital or traditional marketing works best, and you, the audience, gets to decide.

But that’s not all – if you are looking to meet industry suppliers then Nimlok, Skyline Whitespace, which is launching an exhibition system, Aztec Event Services, Clip Exhibition and Display, Tigrox, Special EFX, Sweet Temptations and Dijon Designs are just some of the exhibitors on display within the event’s Live zone.

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Stand Out karting day

Life in the fast lane More than 120 events industry professionals joined Stand Out magazine this month at Buckmore Park race circuit to pit their driving skills in the inaugural Stand Out endurance karting event – 24 teams took to the track and enjoyed three-hours of racing, battling it out to be crowned the fastest team in the events industry. But who won? Stand Out captured all of the action, so check out what you missed and keep your eyes open for details of next year’s event

Live Buzz entered into the team spirit and enjoyed the karting experience. unfortunately, team Live Buzz finished last

team Visions Events, in car 19, had a respectful race; finishing in the top 10... their fastest lap was 52.35 seconds

team Silverstone’s david young, car 12, poses with rupert doogan-Hobbs (Liz Hobbs group) in car 21 before the race – Contraband international, kB Event, gallowglass, Sunseeker international, Watermills, Srd group, Corporate image Media, Sword Fighting international, Live Buzz, tobacco dock, towergate insurance and dB Systems also entered teams into the race

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uBM’s Mark gordon and James Samuel and toni griggs of iSES uk enjoy the action from the sidelines

Stand Out karting day

Each team that took to the track had to decide when to come into the pits, change drivers and work out re-fuelling strategies – it all added to the excitement and competition #itisthetakingpartthatcounts!

team Bidewell’s Bisons were crowned the winners, completing 201 laps in three hours. Pictured here are Mark Bidewell, Md of Bison Print, and Ben Hancock, Md of Oscar acoustics. not pictured is Matt Hobbs, director of We are tangerine, who was also on the team

Can you tell who it is yet? Star Events’ Jane russen joined team Sunbaba.

Here, she gets ready to take to the straight. team Sunbaba also featured trevor Booth and Jonathan Booth of Sunbaba, and gregg Veasey of ignite team PSW Events took second place – here, Paul Warren and Shaun Warren collect their prize. they completed 198 laps in three hours

team Pinnacle Crew entered two teams and finished 13th and 16th after threehours on the track

team SFL group took third place – pictured here are tom Jeffrey and nathan Lambert, directors. not pictured is Mark Payne, a director, who also featured in the team and spent the day zooming round the track

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Lovetrain have deservedly been at the very top of the corporate party band tree for many years and they continue to be a seriously tough act to follow.

Lovetrain are available through all reputable event and party planners and are exclusively managed by Danny Brittain at DBBM. Why not check out Lovetrain’s corporate friendly website www.getdownandboogie.com To book Lovetrain call DBBM on 020 7739 4166, email Danny danny@dbbm.co.uk or contact us via www.dbbm.co.uk or www.lovetrain.co.uk

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44 www.standoutmagazine.co.uk

Corporate entertainment

Art of engagement Popular TV talent shows have caused audiences to expect more from the entertainment they see at an event and, as a result, organisers want to showcase fresh and “unheard of” acts – Stand Out discovers the latest trends in corporate entertainment, as requests for interactive and engaging acts escalate

n

o matter what your opinion of TV talent shows such as Britain’s Got Talent, The Voice and The X Factor, there’s no denying that they have struck a chord with the great British public – entertainment that shocks, intrigues and pulls on the emotions sticks in the memory of avid watchers, and so it’s of no surprise that organisers wish to recreate that same reaction at their events. Entertainment that interacts and engages an audience is continuing to rise in popularity, as corporate entertainment experts report an increase in the number of requests for acts that can command and deliver a message.

Graffiti workshops bring out an individual’s creative side

According to Archie Archer, managing director of Contraband International, flash mobs remain extremely popular, and the use of LED, lights and technology in an act is particularly current. Amy Capron, media manager at Scarlett Entertainment, agrees and explains that technology-related entertainment is experiencing a huge rise because organisers and corporate clients strive to keep up with the latest trends and integrate them into their events.

She says: “It is the norm for corporate clients to request interactive entertainment, as this is more engaging for the audience and offers a more personal event experience. Corporate clients are mainly requesting entertainment that can include a company branding or logo, as well as being ‘cutting edge’.

“One of our most popular interactive entertainment shows is the iPad magician.

He’s called Simon and he performs a custom-made show for each event. This is magic for the modern age – he uses nothing but an iPad to create an entertaining show that can be tailored to a specific product, audience or message.

“He uses special effects and plenty of magic to wow audiences and at a beer festival in Germany, Simon actually poured beer for guests from his iPad.”

ipad magic is hugely popular – both Scarlett entertainment and Sternberg Clarke believe it’s a big trend

Entertainment agency, Sternberg Clarke also recognises the rise of iPad magic.

Comments Adam Sternberg, managing director: “With the rise of iDevices and tablet computers at events, it can be difficult to drag guests’ attentions away from their small, glowing touch-screens. So why fight it? iPad magic offers all the mesmerising sleight of hand techniques found in closeup magic but incorporates touch screen devices in ingenious ways. At first glance, it might seem like a gimmick, but the inventiveness of the act coupled with the ability to easily customise tricks to include logos or certain products makes it a brilliant way to engage guests at events.”

Sternberg Clarke offers a number of acts that use iPads and also recommends acts such as Ian D Montfort and Wandering Hands for their cleverness and charm. Kru Live recommends acts such as Giant Art Attack and The Art Wizard, both popular options for promotional activities, festivals and family events. The Art Wizard for example creates large-scale sculptures made from a client’s products and The Giant

www.standoutmagazine.co.uk

45

Corporate entertainment technology and LeDS are being used to “wow” guests

Art Attack allows children to get involved and create a huge image whilst portraying a message. Contraband International suggests corporate graffiti workshops, The Haka Dancers and Chris, The Memory Man as great alternatives to traditional entertainment.

Adds Tom Eatenton, managing director of Kru Live: “Engagement is huge right now and is the buzz word that we keep hearing with regards to the experiential events and consumer-focused activity. Creative clients want a combination of a bright display and engaging acts that roam and ask for participation. The key is balance and knowing what you want to achieve.

“The majority of the time a brand wants to interrupt a customer and create a memorable encounter, however with a more traditional event, such as an awards ceremony, the organiser wants to compliment and enhance a visitor’s experience rather than interrupt the enjoyment of their night.”

Themed entertainment is ever popular and the release of The Great Gatsby has seen a rise in enquiries for 1920s and 1930s- inspired entertainment – such quirky acts are a long way from hi-tech spectacles, which utilise multi-media and video mapping, but not all organisers want technology and high-spec. According to Susan Heaton Wright, managing director of Viva Live Music, pop-up performance is a key trend with the element of surprise proving a big hit with audiences. Contraband International says that flash mob dancers and flash mob singers are consistently being requested by large High Street brands and private clients.

46 www.standoutmagazine.co.uk

But is interaction and the element of surprise really a good idea?

Concludes Capron: “Finding the right entertainment can be a tricky and rather timely task, especially if you want a unique or particularly unusual act or performer.

“Overly interactive acts and performers do not suit everybody. Some audiences will shy away from situations where people are forced to take part in the performance. On the other hand, making your audience feel

Learn to dance a Haka with the Haka Dancers – great for sporting events

included can be extremely beneficial. It is all about getting the balance right and not making people feel that they have to be a part of the show, so you need to select the entertainment that is right for your company and the audience you want to appeal to.”

EnErgizEr night run

Power to the people Limelight Sports created and managed the inaugural Energizer Night Run – here, Diccon Loy, commercial director at Limelight Sports, discusses how the agency kept track of the event’s social media campaign

O

n April 13, Limelight Sports and Energizer helped “Light up” London’s Battersea Park when more than 2,000 budding runners took part in the UK’s first ever Energizer Night Run. Part of a global series of night races, the London event, owned by Limelight Sports, with Energizer as title sponsor of the 2013 event, was the culmination of a three-month “Light up your night” campaign. Delivered by Limelight Sports, the event coincided with the launch of two Energizer battery products and gave participants the option to run 5K or 10K with a battery-powered headlamp and then enjoy an after-party.

The chief focus of the Energizer campaign was to drive social media engagement and deliver a premium event experience for the brand’s target consumer audience. The campaign leveraged assets, such as Mr

Energizer, to build a social media community and amplify on-the-night engagement.

The official event hashtag, #POWERUP,

The Facebook site was also utilised to provide real-time updates on the night and showcase the event but Twitter provided the blow-by-blow account of the evening trended on event night with a reach of more than 250,000 people, delivering significant digital activation for Energizer. Alongside this, official event ambassador and London 2012 Olympian Nicola Adams generated

Olympian, nicola Adams joined Mr Energizer at the race start

48 www.standoutmagazine.co.uk

widespread national print coverage and kick-started the run and after-party that saw runners, and their friends and family,

celebrate their achievements afterwards at Battersea Evolution.

According to Loy, social media played a key role within the marketing plan: “Social media was utilised throughout the campaign, beginning as soon as registration went live at the end of January,” he explained.

“Upon registration, participants were given the option to automatically tweet and post to Facebook and were encouraged to join the online communities. Facebook was positioned as the mouth piece of the event, with event news broken there first, providing an incentive for participants to ‘like’ and visit the Facebook page.”

But which social media channel proved the most popular?

Through the campaign the development of an “engaged” Facebook community was a principle focus – Facebook did prove to be the most popular social media channel for Energizer’s key demographics. Yet, on

Tweeting moments @BoutiqueRun Can’t wait to see you all tonight for @NightRun_UK, get the glow sticks out and let’s party #POWERUP

the event coincided with the launch of two Energizer products

“The marketing team was able to utilise the channels to drive participation in the event, broaden the reach of the online communities and drive engagement from the existing online communities as well as drive engagement with Energizer. Alongside this the CRM team was able to utilise social media to answer queries, solve problems and provide advice and guidance to participants and prospective participants in a timely and highly accessible manner.

“The Limelight Sports digital team also worked to enhance the on-site social media engagement through the world’s first Emoti-gantry. Prior to the event, participants were able to link their timing chip to their Facebook/Twitter accounts and as they passed through the Emoti-gantry automatic messages were sent to their accounts to encourage their social networks to support them during their run,” he concluded.

@NightRun_UK That’s a wrap ladies and gents! Thanks to all of you who made it so special! Retweet if you want to #POWERUP in 2014!

@NightRun_UK A massive #POWERUP shout out to our @NightRun_UK ambassador @NicolaAdams2012! Great to have you with us champ!

@BallymenaBazza Just finished the @NightRun_UK in 54 mins. Awesome event, despite the rain! #POWERUP

@KateyK Great run and now for an energizing beer!!! #POWERUP @NightRun_UK

@kimbussey88 Four months ago I was flat out in hospital. Tonight I was flat out @NightRun_UK smashing out 32 minutes of #positiveenergy #POWERUP

@NicolaAdams2012 Well done to everyone that took part in the @NightRun_UK tonight you all did great :) #challengerattitude #POWERUP

Runners were encouraged to use twitter and Facebook

www.standoutmagazine.co.uk

49

ENERgizER Night RUN

event night, engagement moved to Twitter – its strong ability to immediately react to incoming messages proved effective. The Facebook site was also utilised to provide real-time updates on the evening and showcase the event but Twitter provided the blow-by-blow account of the evening.

The event received 1,275 Facebook fans and 677 Twitter followers with a 40:60 male:female share on Facebook and a 44:56 male:female interaction on Twitter. However, on event night the campaign saw a 53:47 split between female and male participants – it was extremely unusual to see a higher percentage of females participating, as running events are male-dominated, which is in keeping with Energizer’s key target market and audience.

Loy continued: “Social media played a key role on event night with participants encouraged, in particular, to tweet about their experiences. The Energizer Night Run social media team prompted conversations with participants by documenting event day on both Twitter and Facebook, for example when the first participants arrived at Battersea Park, a Nicola Adams Q&A session and encouraging the use of #POWERUP. A key element in connecting this event community was the use of #POWERUP, with participants able to join the conversation with other participants, the event and the wider online community by utilising the hashtag.”

With social media as a key element within the marketing and event strategy, responsibility for working on it fell to a number of different teams.

Loy said: “It is a core belief of Limelight Sports that social media should sit across a number of different functions, as it has the ability to connect participants and their wider networks with shared sporting experiences in a number of ways.

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CONNECTIONS CONNECTIONS Peppermint Bars 7 College Fields Business Centre, 19 Prince George’s Road, London, SW19 2PT T: 0845 226 7845 F: 0871 977 0335 E: info-so@ peppermintbars.co.uk W: www.peppermintbars. co.uk

ACCESS CONTROL The Edge Systems Windsor Place, Penarth, Vale of Glamorgan, CF64 1JL T: 02920 708702 E: mark.g@ theedgesystems.co.uk W: www.theedgesystems. co.uk

Premier Events Bars Ltd T: 01423 871031 W: www.premiereventbars. co.uk

AIR CONDITIONING Aggreko Event Services Aggreko House, Orbital 2, Voyager Drive, Cannock, Staffordshire, WS11 8XP T: 08458 24 7 365 F: 01543 437 772 E: events@aggreko.co.uk W: www.aggreko.co.uk ICS Cool Energy Stephenson Road, Calmore Industrial Estate, Totton, Southampton, SO40 3RY T: 023 8052 7300 Freephone: 0800 169 3861 F: 023 8042 8366 E: info@icstemp.com W: www.icstemp.com

AV & CONFERENCE RENTAL Saville Audio Visual T: 0870 606 1100 E: hire@saville-av.com W: www.saville-av.com

AV & SOUND EQUIPMENT HIRE Creative Technology Ltd T: 01293 582000 F: 01293 582010 E: events@ctlondon.com W: www.ctlondon.com Sirius Conference & Events Unit C4 The Bridge Business Centre, Timothy’s Bridge Road, StratfordUpon-Avon, Warwickshire, CU37 9HW T: 01789 269 262 F: 01789 269 862 E: gavin@siriusevents.com W: www.siriusevents.com W: www. seamlessplasmawall.com

BALLOONS, BUNTING & FLAGS B-Loony Buck House, Sunnyside Road, Chesham, Buckinghamshire, HP5 2AR T: 01494 774376 E: andy@b-loony.co.uk W: www.b-loony.co.uk

BARS NSA Eventbars Drakewell, Stoke Lacy, Bromyard, Herefordshire, HR7 4HG T: 01885 490267 F: 01885 490792 E: info@eventbars.co.uk W: www.eventbars.co.uk

The Bar Bazaar The Old Turbine Factory, 138 – 140 Nathan Way, Thamesmead, London, SE28 0AU T: 0208 311 4477 E: drink@thebarbazaar.com W: www.thebarbazaar.com

COMPUTER SOFTWARE

TSS Event Hire Software all Hire & Event CAD

CONFERENCE & EVENTS CENTRE Easy Conferences Ltd 13 Bone Lane, Newbury, Berkshire, RG14 5ND T: 01635 523680 T: 01635 523647 E: Natalie@ easyconferences.biz W: www.easyconferences. biz

CORPORATE ENTERTAINMENT

UK Mobile Bars T: 01227 701042 E: info@ukmobilebars.com W: www.ukmobilebars.com

Annualclownsdirectory. com 13 Second Avenue, Kingsleigh Park, Thundersley, Essex, SS7 3QD T: 01268 745791 W: Annualclownsdirectory. com

CATERERS Feed Easy Ltd UK’s No.1 packed lunch provider T: 08444 722932 E: info@feedeasy.co.uk W: www.feedeasy.co.uk Twitter: @FeedEasy Hot Fire BBQ T: 01986 835724 M: 07507772345 E: info@hotfirebbq.com W: www.hotfirebbq.com

CATERING EQUIPMENT HIRE Markey 28 Park Farm Industrial Estate, Ermine Street, Buntingford, Herts, SG9 9AZ T: 08702 410 812 F: 08702 410 813 E: nigel.markey@markey. co.uk W: www.markey.co.uk PKL Group Ltd Stella Way, Bishops Cleeve, Cheltenham, Gloucester, GL52 7DQ T: 00 44 1242 663030 F: 00 44 1242 677819 E: postbox@pkl.co.uk W: www.pkl.co.uk Well Dressed Tables & Spaceworks 4 Deer Park Road, South Wimbledon, London, SW19 3GY T: 0845 634 0000 F: 0845 634 0010 E: enquiries@ welldressedtables.co.uk E: sales@spaceworks. co.uk W: www.welldressedtables. co.uk W: www.spaceworks.co.uk

TS Solutions Limited 74-77 Station Road Workshops, Station Road, Kingswood, Bristol, BS15 4PJ T: 0844 800 1232 F: 0117 956 4544 E: info@tssweb.net W: www.tssweb.net

Xtreme Vortex 26 Littleheath Road, Bexleyheath, Kent, DA7 5HF T: 0203 589 6303 E: events@xtremevortex. co.uk W: www.xtremevortex. co.uk

CREW SERVICES Affinity Crew Ltd Unit D, Swan Island, 1 Strawberry Vale, Twickenham, Middlesex, TW1 4RX T: 020 8892 1409 F: 020 892 9067 E: david@affinitycrew.com W: www.affiniitycrew.com Event-Staff Unit 27, Space Business Centre, Tewkesbury Road, Cheltenham, GL51 9FL T: 0870 415 1001 F: 0870 415 1002 E: info@event-staff.co.uk W: www.event-staff.co.uk Pitman's People 1st Floor 388 Old Street, Shoreditch, London, EC1V 9LT T: (0) 20 3651 3330 F: (0) 20 3651 3331 M: 07968 166 154 E: oliver@pitmanspeople. com W: www.pitmanspeople. com Showforce Unit 001, Stratford Workshops, Burford Road, Stratford, London, E15 2SP T: +44(0)20 8519 5252 F: +44(0)20 8519 9006 E: info@showforce.com W: www.showforce.com

Connections is sponsored by

Connections is sponsored by Silverback Events Ltd F116 Pressrooms, 23 New Mount Street, Manchester, M4 4DE T: 0844 561 7939 F: 0161 9534001 E: info@silverbackuk.com W: www.silverbackuk.com The Mercury Recruitment Network 19a Regent Street, Rugby, Warwickshire, CV21 2PE T: 01788 229988 F: 01788 2299861 E: admin@mercurynetwork.co.uk W: www.mercury-network. co.uk TORO Crew Unit 2 New North House, 202-208 New North Road, London, N1 7BJ T: 0207 043 0652 F: 0207 681 1419 E: info@torocrew.co.uk W: www.torocrew.co.uk Twitter: @TOROcrew

DRAPING Cover it Up Ltd Unit 12, Lilford Business Centre, 61 Lilford Rd, London, SE5 9HY T: 0207 326 7900 F: 0207 738 5406 E: info@cover-it-up.com W: www.cover-it-up.com

EVENT DESIGN & PRODUCTION Partridge Events Ltd 145 -157 St John Street, London, EC1V 4PY T: 0845 308 2427 E: jacqui@partridgeevents. co.uk W: www.partridgeevents. co.uk

EVENT ENTERTAINMENT Motorcycle Trials Display Team New Hey Farm, Whitewell, Nr Clitheroe, Lancs, BB7 3AU T: 07854553151 E: sales@inchperfecttrials. co.uk W: www.inchperfecttrials. co.uk PSW Events Ltd 36 North Street, Burwell, Cambridge, CB25 0BA T: 0845 3703660 F: 0870 0117557 E: sales@pswevents.co.uk W: www.pswevents.co.uk Sunshine Events UK Event House, 52 – 54 Tulketh Road, Preston, PR2 1AQ T: 01772 736200 E: info@sunshineevents.co.uk W: www.sunshineevents. co.uk The Wall Of Death 72 Brighton Road, West Sussex, BN43 6RH T: 07523 662882 E: messhamwallofdeath@ hotmail.com W: www. messhamswallofdeath.com

EVENT EQUIPMENT HIRE EventServ UK Monckton Road Industrial Estate, Wakefield, WF2 7AL T: 0845 121 1687 E: info@eventserv.com W: www.eventserv.com Speedy The Parks, Newton-leWillows, Merseyside, WA12 0JQ T: 0845 607 1000 E: events@speedyservices. com W: www. speedyeventservices.com

EVENT MANAGEMENT Abraxys Ltd Barley Mow Centre, 10 Barley Mow Passage, London, W4 4PH T: 0208 747 2045 F: 0208 747 2046 E: chris@abraxys.com W: www.abraxys.com Tracy Lavin Events 10 Bridgefield Avenue, Wilmslow, Cheshire, SK9 2JS T: 01625 538999 F: 01625 521759 E: info@tracylavinevents. co.uk W: www.tracylavinevents. co.uk

EVENT MEDICAL & TRAINING PARAMEDICO (CORRESPONDENCE) 16 Croydon Road, West Wickham, Kent, BR4 9HT Office T: 0208 656 5956 Office M: 0751 528 7962 AM Mobile: +44 (0) 7977486279 UK Skype: 0203 239 8586 E: amedcraft@paramedico. info E: allan@medcraft.org W: www. paramedicoevents.co.uk

EVENT NEON SIGNS Neon Creations Ltd Unit E1 Swan Centre, 4 Higher Swan Lane, Bolton, BL3 3AQ T: 01204 655866 F: 01204 655866 E: info@neoncreations. co.uk W: www.neoncreations. co.uk

EVENT PLANT HIRE Morris Leslie (SE) Ltd Greenbays Park, Carthouse Lane, Horsell, Surrey, GU21 4YP T: 01276 856642 F: 01276 859014 E: karen.gaden@ morrisleslie.co.uk W: www.morrisleslie.com

EVENT PRODUCTION/SERVICES AVT Connect AVT House, 7 Stone Street, Brighton, East Sussex, BN1 2HB T: 01273 299 001 F: 01273 299 002 E: info@avtconnect.com W: www.avtconnect.com TSE Productions Unit 1, Oakengrove Yard, Home Fram, Red Lion Lane, Hemel Hempstead, HP2 6EZ T: 01442 256254 E: sam@tseproductions.co.uk W: www.tseproductions.co.uk

EVENT & PROMOTIONAL STAFF LOLA Event Staffing Unit 2 New North House, 202-208 New North Road, London, N1 7BJ T: 0207 043 0652 F: 0207 681 1419 E: info@lolaevents.co.uk W: www.lolaevents.co.uk Twitter: @lolastaff

EVENT REGISTRATION Live Buzz 54 Earlsdon Av. North, Coventry, CV5 6FZ T: 0844 412 0400 E: info@livebuzz.co.uk W: www.livebuzz.co.uk RegBox Unit 1, Churchill Mews, 137 Dennett Road, Croydon, Surrey, CR0 3JH General enquiries: 0845 612 3640 Sales: 0845 612 3650 E: info@regbox.co.uk W: www.regbox.co.uk

EVENT SERVICE / DÉCOR / INFLATABLES Airtechs Ltd Unit 18/19 Halesworth Business Centre, Halesworth, Suffolk, IP19 8QJ T: 01986 835 724 M: 0750 777 2345 F: 01986 87 44 66 W: www.airtechs.co.uk

EXHIBITION FLORAL DISPLAY Russell & Twining Blooms Ltd Exhibition Nurseries, Main Street, Mursley, Milton Keynes, MK17 0RT T: 01296 720006 F: 01296 720005 E: rtbflorists@btconnect. com W: www.rtbflorists.com

EXHIBITION & PROMOTIONAL TRAILERS DWT Exhibitions Jubilee Park, Honey Pot Lane, Colsterworth, Lincolnshire, NG33 5LZ T: 01476 860833 E: enquiries@dwtexhibitions.co.uk W: www.dwt-exhibitions. co.uk

CONNECTIONS Strathmore Exhibition Trailers Ltd 342 Strathmore Avenue, Dundee, DD3 6RX T: 01382 816805 E: info@strathmore exhibitiontrailerhire.com W: www.strathmore exhibitiontrailerhire.com

EXHIBITION STAND DESIGN / BUILD Aris Design & Management Ltd Cantium House, Railway Approach, Wallington, SM6 0DZ T: 0208 544 4137 E: hello@arisdesign.co.uk W: www.arisdesign.co.uk DCE Group Ltd Unit 12, Hambridge Business Centre, Hambridge Lane, Newbury, Berkshire, RG14 5TU T: 01635 230020 T: 01635 523647 E: Matthew@dcegroup. co.uk W: www.dcegroup.co.uk

Tow Master Unit 5, Amber Court, Martland Park, Wigan, Lancs, WN5 OJY T: 01942 226633 E: info@towmasteruk.com W: www.towmasteruk.co.uk

EXPERIENTIAL MARKETING Versatile Venues Creative Mobile Solutions Wireless Hill, South Luffenham, Oakham, Rutland, LE15 8NF T: 01780 720 217 E: info@versatilevenues. co.uk W: www.versatilevenues. co.uk

EXHIBITION STANDS / DISPLAY Skyline Whitespace 320 Western Road, Wimbledon, London, SW19 2QA T: 0845 260 5440 E: info@skylinewhitespace. com W: www.skylinewhitespace. com

Mobile Promotions New Brook, Titchmarsh, Thrapston, Northamptonshire, NN14 3DG T: 01832 733460 F: 01832 732737 E: sales@ mobilepromotions.com W: www.mobilepromotions. com

Tecna UK Ashley House, Laburnum Road, Chertsey, KT16 8BY T: 01932 570770 E: sales@tecnauk.com W: www.tecnauk.com

EXHIBITION TRAILERS SALE & HIRE

FABRICS B Brown Display Materials 74-78 Wood Lane End, Hemel Hempstead, Hertfordshire, HP2 4RF T: +44 (0)8705 340340 F: +44 (0)8705 329610 E: customerservices@ bbrown.co.uk W: www.bbrown.co.uk

DWT Exhibitions Jubilee Park, Honey Pot Lane, Colsterworth, Lincolnshire, NG33 5LZ T: 01476 860833 E: enquiries@dwtexhibitions.co.uk W: www.dwt-exhibitions. co.uk Mobile Promotions New Brook, Titchmarsh, Thrapston, Northamptonshire, NN14 3DG T: 01832 733460 F: 01832 732737 E: sales@ mobilepromotions.com W: www.mobilepromotions. com Out There Concepts Ltd Woodhouse, Woodhouse Gardens, Thatcham, Berkshire, RG19 8FB T: 01635 800020 F: 01635 800022 E: info@outthereconcepts. com W: www.outthereconcepts. com Showplace 3 Stour House, Clifford Park, Clifford Road, Stratford-upon-Avon, Warwickshire, CV37 8HW T: 01789 262 701 F: 01789 298 040 E: info@showplace.uk.com W: www.showplace.uk.com

FABRICS & UPHOLSTERY Omega Drapes T: 0208 591 4945 F: 0208 591 4139 E: omegadrapes@aol.com

FIRE COVER 1st Defense Fire & Rescue Services Ltd South Wing of Building, 140 Dunsfold Park, Stovolds Hill, Cranleigh, GU6 8TB T: 01483 200911 F: 01483 200994 E: admin@1stdefensefire. co.uk W: www.1stdefensefire.co.uk

FIREWORK DISPLAYS AND PYROTECHNICS 21cc Fireworks Hopetoun Sawmill, Hopetoun Estates, Edinburgh, EH30 9SL T: 0131 331 4509 T: 0800 612 9371 W: www.21ccfireworks.com W: www. edinburghfireworksstore. com

FLAGS Sailflags Cornwall T: 01736 719111 E: info@sailflags.co.uk W: www.sailflags.co.uk

FLOORING & FLOOR COVERINGS Floorex Carpets Ltd Unit 2 Grange Ind Estate, Llanfrechfa Way, Cwmbran, South Wales, NP44 8HQ T: 01633 870872 F: 01633 865042 E: info@floorex.co.uk W: www.floorex.co.uk Grassform Little Woodbarns Farm Yard, Green Street, Fryerning, Ingatestone, Essex, CM4 0NT T: 01277 353686 E: sales@grassform.co.uk W: www.grassform.co.uk GT Trax Ltd Orchard Business Centre, Orchard Road, Royston, Hertfordshire, SG8 5HD T: 01763 252854 F: 0870 160 7733 E: info@gttrax.co.uk W: www.gttrax.co.uk Ikadan UK Ltd P.O Box 6173, Innovation Centre, Gallows Hill, Warwick, CV34 9PP T: 01761 415389 M: 07775 332470 E: rm@ikadan.co.uk W: www.ikadanfloor.com iKon Flooring Ltd Unit 3, Arley Industrial Estate, Colliers Way, Arley, CV7 8HN T: 01676 541212 E: info@ikonflooring.co.uk W: www.ikonflooring.co.uk Wow!Grass!

West Grange, Thorganby, York, YO19 6DJ T: 01904 448675 E: hello@wowgrass.com W: www.wowgrass.com Twitter: @wowgrass

FREIGHT & LOGISTICS Production Freight Intl Distribution Centre, Thorpe Ind Estate, Crabtree Road, Egham, Surrey, TW20 8RS T: 01784 472600 E: john@productionfreight. com W: www.productionfreight. com

FURNITURE / HIRE A Furniture On The Move Aardman Animations Gas Ferry Road, Bristol, BS1 6UN T: 0845 459 9875 E: Ian@furnitureonthemove. co.uk W: www. furnitureonthemove.co.uk

Connections is sponsored by

Connections is sponsored by A Well Dressed Tables & Spaceworks 4 Deer Park Road, South Wimbledon, London, SW19 3GY T: 0845 634 0000 F: 0845 634 0010 E: enquiries@ welldressedtables.co.uk E: sales@spaceworks. co.uk W: www.welldressedtables. co.uk W: www.spaceworks.co.uk City Furniture Hire Ltd West Road, Harlow, Essex, CM20 2AL T: 0845 300 5455 F: 01279 434742 E: info@cfhltd.com W: www.cfhltd.com Concept Furniture Unit 131, Hartlebury Trading Estate, Hartlebury, Worcestershire, DY10 4JB T: 0844 822 1424 F: 01299 254091 E: raj@conceptfurniture. co.uk W: www.conceptfurniture. co.uk D-Zine Furnishing Solutions Ltd D-Zine House, Severn Road, Stourport-on-Severn, Worcestershire, DY13 9EX T: 01299 824100 F: 01299 824500 E: info@d-zinefurniture. co.uk W: www.d-zinefurniture. co.uk Event Hire Unit 2, Maple Leaf Industrial Estate, Bloxwich Lane, Walsall, West Midlands, WS2 8TF T: 01922 628961 F: 01922 628937 E: info@ev-ent.co.uk W: www.ev-ent.co.uk Europa International Europa House, Meaford Road, London, SE20 8RA T: 08454 303015 F: 08454 303016 E: sales@ europainternational.com W: www. europainternational.com/st Furniture Hire UK Millmoll House, Crabtree Manorway South, Belvedere, Kent, DA17 6BJ T: 0844 567 5744 F: 0844 567 5751 E: lv@furniturehireuk.com W: www.furniturehireuk. com Great Hire Ltd T: 0208 965 5005 F: 0208 965 6300 E: info@greathire.co.uk W: www.greathire.co.uk Ice Magic UK Newbury Road, Hermitage, Berkshire, RG18 9TD T: 01635 201401 F: 01635 202844 E: sales@ice-magic.biz W: www.ice-magic.biz

IVB Direct Ltd Unit 3/4, Lilford Business Centre, 61 Lilford Road, London, SE5 9HY T: 0207 7326 7998 E: hire@ivbdirect.com W: www.ivbdirect.com The Hire Business Panther House, Unit 14 The IO Centre, Lea Road, Waltham Abbey, Hertfordshire, EN9 1AS T: 0844 800 7508 F: 0844 800 7509 W: www.thehirebusiness. com

FURNITURE SALES Fiesta Furniture T: 01733 570700 F: 01733 570685 E: sales@fiestafurniture. co.uk W: www.fiestafurniture. co.uk

GRANDSTAND SEATING Ace Seating Hire T: 01832 273353 E: info@aceseating.co.uk W: www.aceseating.co.uk

HEALTH, SAFETY & TRAFFIC MANAGEMENT RSS Events Brackenwood Centre, Bradshaw Lane, Preston, PR4 3HQ E: info@rssevents.co.uk W: www.rssevents.co.uk

HEATING & COOLING SYSTEMS Aggreko Event Services Aggreko House, Orbital 2, Voyager Drive, Cannock, Staffordshire, WS11 8XP T: 08458 24 7 365 F: 01543 437 772 E: events@aggreko.co.uk W: www.aggreko.co.uk ICS Cool Energy Stephenson Road, Calmore Industrial Estate, Totton, Southampton, SO40 3RY T: 023 8052 7300 Freephone: 0800 169 3861 F: 023 8042 8366 E: info@icstemp.com W: www.icstemp.com MCS Central Europe Sp. z o.o. ul. Magazynowa 5a 62-023 Gadki, Poland W: www.masterheaters. co.uk Templine Unit 3, Chipping Edge Industrial Estate, Chipping Sodbury, Bristol, BS37 6AA T: 01454 323440 E: jamie@templineltd.co.uk W: www.templineltd.co.uk

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HEATERS & DEHUMIDIFIERS Kroll (UK) Ltd Unit 49, Azura Close, Woolsbridge Industrial Estate, Three Legged Cross, Wimborne, Dorset, BH21 6SZ T: 01202 822221 F: 01202 822222 E: sales@krolluk.com W: www.krolluk.com

ICE RINKS Aggreko Event Services Aggreko House, Orbital 2, Voyager Drive, Cannock, Staffordshire, WS11 8XP T: 08458 24 7 365 F: 01543 437 772 E: events@aggreko.co.uk W: www.aggreko.co.uk ICS Cool Energy Stephenson Road, Calmore Industrial Estate, Totton, Southampton, SO40 3RY T: 023 8052 7300 Freephone: 0800 169 3861 F: 023 8042 8366 E: info@icstemp.com W: www.icstemp.com

INFLATABLE STRUCTURES Evolution Dome T: 0844 335 1933 E: info@evolutiondome.co.uk W: www.evolutiondome.co.uk

INSURANCE BROKERS Event Assured 8 Freeport Office Village, Century Drive, Braintree, Essex, CM77 8YG T: +44 (0)1376 330624, F: +44 (0)1376 330004 W: www.event-assured.com Robertson Taylor W&P Longreach Insurance Brokers, 2 America Square, London, EC3N 2LU T: 020 7510 1234 F: 020 7510 1134 E: enquiries@rtib.co.uk W: www.robertson-taylor.com

IPAD DISPLAY SYSTEMS Eurostand Display Ltd The Barn, Coptfold Hall, Writtle Road, Margeretting, Essex, CM4 0EL T: 01277 350925 F: 01277 356732 E: enquiries@ eurostanddisplay.com W: www.eurostanddisplay. com

LARGE FORMAT PROJECTION The Projection Studio 13 Tarves Way, Greenwich, SE10 9JP T: 00 44 (0) 20 8293 4270 F: 00 44 (0) 20 8858 1707 E: info@ theprojectionstudio.com W: www. theprojectionstudio.com

CONNECTIONS The Dome Company Unit 4 Station Yard, Station Road, Halesworth, Suffolk, IP19 8BZ T: 01986 872175 F: 01986 872175 E: thedomecompany@ btconnect.com W: www.thedomecompany. co.uk

LED SCREENS adi.tv Contact: Lauren Jackson T: 0800 592 346 E: info@adi.tv W: www.adi.tv Lightmedia Displays 10 Common Road, Low Moor, Bradford, BD12 0SD T: 0800 026 6644 E: rosa@lightmedia.co.uk W: www.lightmedia.co.uk

LIGHTING Fineline Lighting Limited Unit 3, Hither Green Industrial Estate, Clevedon, Bristol, BS21 6XT T: 01275 871 800 F: 01275 875 200 E: info@finelinelighting.com W: www.finelinelighting. com Just Lite Productions T: +353 1 8068333 E: info@justlite.com W: www.justlite.com Paul Smith: +353 87 2525183, pauls@justlite.com Alan Smith: +353 87 2361162, alans@justlite.com We supply our own transport & can deliver anywhere in the UK.

LINEN HIRE City Linen Hire Ltd West Road, Harlow, Essex, CM20 2AL T: 0845 300 5455 F: 01279 434742 E: info@citylinenhire.co.uk W: www.citylinenhire.co.uk

LINING HIRE & INTERIOR DECOR Oasis Events Unit 13, Cotswold Business Village, Moreton-in-Marsh, GL56 0JQ T: 44 (0)1608 651100 F: 44 (0)1608 651106 E: df@oasisevents.co.uk W: www.oasisevents.co.uk

MARQUEES Fews Marquees Ltd Ditchford Bank Road, Hanbury, Bromsgrove, Worcestershire, B60 4HS T: 01527 821789 F: 01527 821118 W: www.fewsmarquees. co.uk W: www.fewsmarqueespremium.co.uk Greenhill Events Ltd The Old Dairy, Warren Farm, Winchester, SO21 1JD T: 01962 777812 E: info@greenhillevents. co.uk W: www.greenhillevents. co.uk

MEDICAL COVER British Red Cross 44 Moorfields, London, EC2Y 9AL T: 01565 682 318 E: information@redcross. org.uk W: www.redcross.org.uk/ eventfirstaid Location Medical Services Ltd The Medical Centre, Shepperton Studios, Studio Road, Shepperton, Middx, TW17 0QD T: 0870 750 9898 F: 0870 750 9897 E: mail@locationmedical. com W: www.locationmedical. com St John Ambulance 27 St John’s Lane, London, EC1M 4BU T: 0207 324 4219 F: 0207 324 4001 E: event-cover@sja.org.uk W: www.sja.org.uk The Event Medicine Company Ltd Unit D Central Estate, Albert Road, Aldershot, GU11 1SZ T: 01252 313 005 F: 01252 350 294 E: info@ eventmedicinecompany. co.uk W: www. eventmedicinecompany. co.uk

PORTABLE TOILET HIRE A1 Loo Hire Silver Birches, Highland Avenue, Wokingham, Berkshire, RG41 4SP T: 0118 9894652 F: 0118 979 4328 E: clive@a1groupcomp. co.uk W: www.a1groupcomp. co.uk Four Jays Group Barling Farm, East Sutton, Nr Maidstone, Kent, ME17 3DX T: 01622 843135 E: enquiries@fourjays.co.uk W: www.fourjays.co.uk Loos for Do’s Ltd Unit 5 Farringdon Business Park, Alton, Hants, GU34 3DZ T: 01420 588 355 W: www.loos.co.uk Site-Equip Ltd The Avenue, Lasham, Hampshire, GU34 5SU T: 01256 384 134 E: hire@loosrus.co.uk W: www.loosrus.co.uk

Smallford Supplies Ltd Unit 5 Smallford Works, Smallford Lane, St Albans, AL4 0SA T: 01727 822485 E: Richard@superloo.co.uk W: www.superloo.co.uk

POWER DISTRIBUTION Rubber Box Co Ltd 39C Churchill Way, Lomeshaye Ind. Estate, Nelson, Lancs, BB9 6RT T: 01282 477530 F: 01282 477531 E: info@rubberbox.co.uk W: www.rubberbox.co.uk

POWER & GENERATORS Aggreko Event Services Aggreko House, Orbital 2, Voyager Drive, Cannock, Staffordshire, WS11 8XP T: 08458 24 7 365 F: 01543 437 772 E: events@aggreko.co.uk W: www.aggreko.co.uk Euro Generators Ltd Unit 11 Longridge Trading Estate, Knutsford, Cheshire, WA16 8PR T: 01565 654004 F: 01565 652202 E: hire@eurogenerators. co.uk W: www.eurogenerators. co.uk Event Electrix Depots in Kent, Cardiff & Bristol T: 0844 800 2833 E: sales@eventelectrix. co.uk W: www.eventelectrix.co.uk Fourth Generation Limited 220 Cricklewood Lane, London, NW2 2PU T: 020 8450 2943 F: 020 8452 2992 M: 07741 052565 E: tweed@ fourthgenerationltd.com W: www. fourthgenerationltd.com HPES Technical Solutions Ltd 46 Moorcroft, Rochford, Essex, SS4 3LB T: 01702 540013 E: enquiries@ hpestechnical.com W: www.hpestechnical.com Morris Site Machinery Limited Deepmore Close, Station Road, Four Ashes, Wolverhampton, WV10 7DB T: 01902 790 824 F: 01902 790 355 E: info@morrismachinery. co.uk W: www.morrismachinery. co.uk Phase Hire Ltd 140A Kents Hill Road, Benfleet, Essex, SS7 5PH T: 01268 792648 F: 01268 792641 E: info@phasehire.com W: www.phasehire.com

Connections is sponsored by

Connections is sponsored by Powerline Knowle Hill Farm, Beeks Lane, Marshfield, Chippenham, Wiltshire, SN14 8BB T: 01225 892336 F: 01225 892352 E: info@thepowerline.co.uk W: www.thepowerline.co.uk Pure Power T: 0845 257 2811 E: info@purepower.org.uk W: www.purepower.org.uk

RADIO COMMUNICATIONS Radio Links Great North Road, Eaton Socon, St Neots, Cambridgeshire, PE19 8EG T: 01480 226120 E: info@radio-links.co.uk W: www.radio-links.co.uk

SECURITY Absolute Event Solutions Ltd 114 London Road, Headington, Oxford, OX3 9AX T: 0800 955 8555 M: 07446 746 936 E: info@aesltduk.com W: www.aesltduk.com

Star Power Generators Ltd 78 York Street, London, W1H 1DP T: 0845 8679373 E: sales@ starpowergenerators.co.uk W: www. starpowergenerators.co.uk

AP Security ( APS ) Ltd 33 The Metro Centre Dwight Road, Watford Hertfordshire, WD18 9SB T: 0870 412 2232 E: info@apsecurity.co.uk W: www.apsecurity.co.uk

Templant Ltd Hillgrove House, 37a Nazeing, Essex, EN9 2HB T: 0844 561 6344 E: info@templant.co.uk W: www.templant.co.uk

G4S Events Sutton Park House, 15 Carshalton Road, Sutton, SM1 4LD T:0800 085 9899 E: sales@uk.g4s.com W: www.g4s.com/ukevents

Templine Unit 3, Chipping Edge Industrial Estate, Chipping Sodbury, Bristol, BS37 6AA T: 01454 323440 E: jamie@templineltd.co.uk W: www.templineltd.co.uk

Multisec (UK) Limited A46 Fosseway, Six Hills, Melton Mowbray, Leicestershire, LE14 3PD T: 01159376771 E: info@multisec.co.uk W: www.multisec.co.uk

PROMOTIONAL PRODUCTS / BUSINESS GIFTS The Edge (Systems) Limited Windsor Place, Penarth, Cardiff, CF64 1JL T: 029 2070 8702 E: sales@theedgesystems. co.uk W: www.theedgesystems. co.uk 5FNQMJOF -UE JT POF PG &VSPQF T QSFNJFS FWFOU FOFSHZ TVQQMZ BOE EJTUSJCVUJPO TQFDJBMJTU XJUI EFDBEFT PG FYQFSJFODF NBOBHJOH FWFOUT GSPN DPSQPSBUF UP JOUFSOBUJPOBM NFEJB FWFOUT BOE GFTUJWBMT

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Staffi ng Agency p 5FDIOJDJBOT 1st & 2nd Floor, 169 A High p Loughton, %SZ )JSF Essex, Road, IG10 4LF T: 0208 508 0555 XXX UFNQMJOFMUE DP VL

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F: 0208 508 0666 5FMFQIPOF E: bettina@moorepeople. co.uk W: www.moorepeople. co.uk 29/7/08 11:01:26 AM

Pitman's People 1st Floor 388 Old Street, Shoreditch, London, EC1V 9LT T: (0) 20 3651 3330 F: (0) 20 3651 3331 M: 07968 166 154 E: oliver@pitmanspeople. com W: www.pitmanspeople. com Tag Promotional Staff 7a Perry How, Worcester Park, Surrey, KT4 7PQ T: 020 83300 6154 F: 0208 5499400 E: enquiries@tagprom.com W: www.tagprom.com

Right Guard Security Security House, 34 Simmonds Road, Canterbury, Kent, CT1 3RA T: 01227 464 588 T: 0207 241 5525 F: 01227 464188 E: info@rightguard.co.uk W: www.rightguard.co.uk VIP Security (Essex) Ltd 13L Basildon Business Centre, Bentalls, Basildon, Essex, SS14 3FT T: 01268 526212 M: 07961 803798 E: info@ vipsecurityservices.co.uk W: www. vipsecurityservices.co.uk Vespasian Security Ltd Harbour Court, Compass Road, North Harbour, Portsmouth, PO6 4ST T/F: 02392 295 503 E: info@vespasiansecurity. co.uk W: www.vespasiansecurity. co.uk

SIGNAGE & GRAPHICS Artisan Graphics Unit 6 Hornchurch Close, Quinton Road, Coventry, CV1 2QZ T: 02476 228 373 F: 02476 228 378 E: artisangraphic@ btconnect.com W: www.artisangraphics. co.uk

SOUND, LIGHT, STAGE & AV HIRE Ultimate Acoustics Unit E18 The Enterprise Village, Prince Albert Gardens, Grimsby, N E Lincolnshire, DN31 3AG T: 01472 358783 E: hire@ultimate-acoustics. co.uk W: www.ultimateacoustics.co.uk

STAGING & RIGGING Acorn Event Solutions Mill Barn, East Knapton, Malton, YO17 8JA T: 0800 078 7916 F: 01944 728011 E: info@acorn-events.com W: www.acorn-events.com Fineline Lighting Limited Unit 3, Hither Green Industrial Estate, Clevedon, Bristol, BS21 6XT T: 01275 871 800 F: 01275 875 200 E: info@finelinelighting.com W: www.finelinelighting. com Impact Productions (MK) Ltd 17 Stilebrook Road, Olney, Milton Keynes, MK46 5EA T: 01234 717 210 F: 01234 717 211 W: www. impactproductions.co.uk Jigsaw Events Barry Cogger T: 01252 733155 M: 07718 540214 E: jigsawevents@ntlworld. com W: www.jigsawevents.biz Movetech UK (part of the British Turntable Group) Emblem Street, Bolton, BL3 5BW T: 01204 537 682 E: rental@movetechuk.com W: www.movetechuk.com/ rental Rigging Services 3 Mills Studios, Three Mill Lane, London, E3 3DU T: 0208 215 1240 (London) T: 0121 333 4409 (Birmingham) T: 01925 251 040 (Manchester) E: info@riggingservices. co.uk W: www.riggingservices. co.uk Rigging Team T: 07976 726343 E: mail@riggingteam.com W: www.riggingteam.com Steel Deck Unit 58, T Marchant Estate, 42-72 Verney Road, London, SE16 3DH T: 0207 833 2031 F: 0207 278 3403 E: info@steeldeck.co.uk W: www.steeldeck.co.uk

CONNECTIONS The Revolving Stage Company Ltd Unit F4 - F5, Little Heath Industrial Estate, Old Church Road, Coventry, CV6 7ND T: 024 7668 7055 F: 024 7668 9355 E: enquiries@therevolving stagecompany.co.uk W: www.therevolving stagecompany.co.uk

The Dome Company Unit 4 Station Yard, Station Road, Halesworth, Suffolk, IP19 8BZ T: 01986 872175 F: 01986 872175 E: thedomecompany@ btconnect.com W: www.thedomecompany. co.uk TT Tents Limited North Waltham Business Centre, North Waltham, Basingstoke, Hampshire, RG25 2DJ T: 01256 397551 E: mail@tttents.co.uk W: www.tttents.co.uk

STAND DESIGN & BUILD Set & Stage Ltd Unit 4 Epsom Business Park, Kiln Lane, Epsom, Surrey, KT17 1JF T: 01372 745891 E: info@setandstage.com W: www.setandstage.com Skyline Whitespace 320 Western Road, Wimbledon, London, SW19 2QA T: 0845 260 5440 E: info@skylinewhitespace. com W: www.skylinewhitespace. com

TICKETING Skiddle.com T: 0843 289 3333 E: support@skiddle.com W: www.skiddle.com

TRAFFIC MANAGEMENT Exhibition Traffic Management Perton House, Roslin Road, London, W3 8DH T: 0208 979 0568 F: 0208 267 6630 E: ops@exhibition-traffic. co.uk W: www.exhibition-traffic. co.uk

Twice Limited T: 07793 077371 E: tonywickham@ btinternet.com W: www.twiceexhibitions. co.uk

TEMPORARY STRUCTURES A & J Big Top Hire 1 Roberts Lane, Polebrook, Nr. Oundle, Peterborough, PE8 5LS T: 01832 272065 F: 01832 272065 E: sales@ajbigtophire.com W: www.ajbigtophire.com De Boer Structures (UK) Ltd Castle Park, Boundary Road, Buckingham Road Industrial Estate, Brackley, Northamptonshire, NN13 7ES T: 01280 846500 E: sales.uk@deboer.com W: www.deboer.co.uk LH Woodhouse & Co. Ltd Wolds Farm, The Fosse, Cotgrave, Nottinghamshire, NG12 3HG T: (0115) 989 9899 E: sales@lhwoodhouse. co.uk W: www.lhwoodhouse. co.uk Showplace 3 Stour House, Clifford Park, Clifford Road, Stratford-upon-Avon, Warwickshire, CV37 8HW T: 01789 262 701 F: 01789 298 040 E: info@showplace.uk.com W: www.showplace.uk.com

TRANSPORT / ON-SITE LOGISTICS Mobile Promotions New Brook, Titchmarsh, Thrapston, Northamptonshire, NN14 3DG T: 01832 733460 F: 01832 732737 E: sales@ mobilepromotions.com W: www.mobilepromotions. com

UTILITY VEHICLE & GOLF BUGGY HIRE Morris Leslie (SE) Ltd Greenbays Park, Carthouse Lane, Horsell, Surrey, GU21 4YP T: 01276 856642 F: 01276 859014 E: karen.gaden@ morrisleslie.co.uk W: www.morrisleslie.com

VENUES Cheltenham Racecourse Prestbury Park, Cheltenham, Gloucestershire, GL50 4SH T: 01242 539538 E: cheltenhamevents@ thejockeyclub.co.uk W: www.cheltenham.co.uk Kent Event Centre Kent Showground, Detling, Maidstone, Kent, ME14 3JF T: 01622 633064 E: alison@kenteventcentre. co.uk W: www.kenteventcentre. co.uk

Leeds United Elland Road, Leeds, LS11 0ES T: 0113 367 6132 E: info@leedsunited.com W: www.leedsunited.com Stoneleigh Events Stoneleigh Park, Warwickshire, CV8 2LZ T: 0844 847 6685 F: 02476 696 900 E: sales@stoneleighevents. com W: www.stoneleighevents. com Troxy 490 Commercial Road, London, E1 0HX DDI: 020 7791 9851 E: atif@troxy.co.uk W: www.troxy.co.uk

WASTE MANAGEMENT Grundon Waste Management Ltd Special Events Services, Goulds Grove, Ewelme, Wallingford, Oxon, OX10 6PJ T: 08700 604366 E: specialevents@grundon. com W: www.grundon.com M J Church Event Waste Recycling Star Farm, Marshfield, Nr Chippenham, Wiltshire, SN14 8LH T: 01225 891591 E: events@mjchurch.com W: www.event-wastemanagement.com Smiths (Gloucester) Ltd Ema Ashworth T: 0845 450 5227 E: ema.ashworth@smithsgloucester.co.uk W: www.smiths-gloucester. co.uk

WATER & PLUMBING SERVICES Show Site Services Weybridge Business Centre, Unit 18, 66 York Road, Weybridge, Surrey, KT13 9DY T: 01932 228416 E: info@showsiteservices. co.uk W: www.showsiteservices. co.uk Water Direct B26 Earls Colne Business Park, Earls Colne, Colchester, Essex, CO6 2NS T: 01787 223345 M: 07717 812676 F: 01787 223354 E: laurahenderson@waterdirect.co.uk W: www.water-direct.co.uk Watermills PO BOX 1176, Woking, Surrey, GU22 2BU T: 0845 6031403 E: sales@watermills.net W: www.watermills.net

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