Stand out september 2013 by Cogent Multimedia Ltd

september 2013

www.standoutmagazine.co.uk

achieve event excellence

wACKy rACEs Air TATToo • LEGo • CoronATion FEsTivAL • FurniTurE • rEd BuLL • royAL HiGHLAnd sHow • BA • TEndErs

H Cover image: Red Bull Media House

ands up, who stockpiled trackway, pre-ordered woodchip and took out the best wet weather insurance policy you could find? Event organisers across the country were prepared for all that Mother Nature had to throw at them. But thankfully we did not experience the same torrential conditions that plagued the events industry last summer. This year, however, organisers faced a rather different weather-related scenario – you had to issue hot weather warnings, order extra drinking water, provide shelter for visitors and make sure you advised your audiences to wear sun cream. Your dedication to ensuring that customers had the best event experience was nothing short of offering a public service. While visitors got to watch events and bask in the heatwave, crews had to load in and de-rig in disgustingly, muggy temperatures, so it’s hats off to all those event management teams and suppliers that sweated (literally) to deliver some fantastic events over the last two months. In this September issue, you will discover just how your peers coped with the weather and new traffic management plans, and you will also learn how a creative pitch can win you the most prestigious of jobs. Stand Out magazine has interviewed the organising teams behind the Coronation Festival, the Royal Highland Show, the Royal International Air Tattoo, Hard Rock Calling and Robbie Williams’ Take the Crown stadium tour, and we’ve chatted to British Airways, Waitrose, Citroen and LEGO about their brand activities. Their views and opinions make for some interesting reading, which I know you’ll enjoy with a brew. In the next few weeks, Stand Out will hit the road again, visiting the Special Olympics in Bath and Sound Waves in the North East to ensure that we bring you the very best event stories from across the country. If you are working on an interesting event that “stands out” and can offer the team a cup of Yorkshire Tea and a biscuit then do be sure to drop us a line. We’d love to say hello, visit your event and interview your team. And one last thing, I know how much you value the event tenders page in the magazine and online, so Stand Out is launching an event tenders app. You’ll be alerted to the latest business opportunities on your phone – and it will be free. Keep your eyes peeled. 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

September 2013

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contents

Wacky Races

By Royal appointment

Red Bull returned to the UK with the extraordinary Red Bull Soapbox Race – iconic London venue Alexandra Palace hosted the brand’s fun-fuelled racing event, which welcomed thousands to the family-friendly adrenaline-packed day. The audience endured scorching temperatures in order to watch 70 teams compete. Innovision, ADi TV, Showforce and Eve all worked on the event that saw a team from Newcastle be crowned champions

HigH times The Royal Highland Show is Scotland’s largest agricultural event, attracting more than 170,000 visitors to the Royal Highland Centre in Edinburgh. Rebecca Elvin, show manager, discusses the importance of customer experience and details how she is looking to the future

cHild’s play LEGO UK teamed up with BEcause this summer to stage its first ever joint roadshow for its Duplo, Friends and Chima brands. Stand Out caught up with Deena Randall, retail marketing planning manager at LEGO UK, to find out how the brand is building strong relationships with its target market

The Royal Household is used to hosting grand garden parties in the grounds of Buckingham Palace. In July, more than 60,000 visitors flocked to the prestigious postcode for the Coronation Festival

time to inteRact It’s vital that event organisers interact with their target market and also take ownership of their own data. Event technology experts discuss event technology trends, and a number of case studies demonstrate how technology is enabling event organisers to increase visitor engagement

RegUlaRs

8 Event industry news 10 Event tenders and contract wins 50 Other sectors do not take the events industry seriously – Eventia explains

sky masteR The Royal International Air Tattoo returned to RAF Fairford. Chris Murray, the airshow’s director of operations, reveals how events are the culmination of teamwork and trusted relationships

60 Boodles Classique talks social media 62 Win £150 furniture hire with Thorns Group

78 What’s coming in the October issue event

buyers 30-31 JAN 2014

NEWs

NOWIE forum launched for women Plans revealed working in live events industry for brand new A group of women that specialise in live event centres sessions so that guests can pick a time that and outdoor events have formed a brand new forum for professional women in the events industry. NOWIE – the Network of Women in Events is the brainchild of Zac Fox, head of operations at Kilimanjaro Live, and Sarah Cole of SC Productions – the pair sit on the network’s committee and are joined amongst others by Gill Tee, managing director of Entertee, Nuala Donnelly, head of sponsorship at O2, Suzie Pollock, live event manager at Earls Court and Olympia, and Fleur Smith, freelance event producer. NOWIE will host its very first networking event on November 21 at Alphabet City at the O2 – the forum has opted to run two

best suits. With that in mind, afternoon tea will be served at 4pm and drinks and bowl food will be served at 6pm. NOWIE’s mission is to capitalise on the breadth of knowledge and skills that are held by women in the events industry and to offer training and support to women at all levels in their careers. NOWIE also wishes to widen the opportunities of all those involved with the forum and is keen to challenge industry clichés. The forum currently has registrations from 135 women who range from managing directors of event hire companies to technical managers. For more information, visit www.thenowie.com

Yorkshire to celebrate Tour de France with Festival of Cycling A new cycling festival to be held during next year’s Tour de France has been launched. Yorkshire’s Festival of Cycling will be held from July 4-6, 2014, at Harewood House. The three-day festival will give cycling fans the opportunity to see the Tour de France first-hand as it passes through the grounds of Harewood House during Stage One (on Saturday, July 5, 2014) from Leeds to Harrogate. In addition, the festival will offer led rides to watch the sporting event from the best vantage points on both stages one and two in Yorkshire.

The Festival of Cycling, headed by Christopher Newton, will be a celebration of all things two wheeled. The Big Sleep will offer camping and glamping so visitors can enjoy the tour experience all weekend, and Harewood House will also offer VIP hospitality to corporates and individuals. Visitors will benefit from a large expo with major and emerging cycling and outdoor brands represented, as well as on-site entertainment focusing on a central stage, an array of cycling demonstrations delivered by Cycle Tours UK.

Plans to create a world-class exhibition centre and hotel in Liverpool have been given the green light. Work on a new £40m Exhibition Centre Liverpool and £26m integrated hotel at Kings Dock will begin in late autumn, as plans were approved by the city’s planning committee. Liverpool will see a brand new 8,100 square metre, three-hall exhibition centre and the 200-room hotel open in spring 2015 – they will form part of ACC Liverpool, home to BT Convention Centre and Echo Arena. Exhibition Centre Liverpool will be capable of hosting large-scale conferences, exhibitions, concerts and sports events on a national and international scale. Plans for the facility include an atrium, meeting rooms and a business centre. The three halls each measure 2,700 square metres and will be separated by movable walls. The news comes as plans were also announced for an investment of £1.5 million and a new pavilion at the Kent Event Centre. The Kent County Agricultural Society confirmed the go-ahead for the project during the Kent County Show, which attracted 75,000 visitors to the Detling site between July 12-14. The new single span Kent Pavilion will measure 44 metres wide and 72 metres long. It will seat up to 4,000 people in theatre style. Work will start in October and the new pavilion will be officially opened at next summer’s Kent County Show.

A 40-foot long skull that stands at more than nine-feet tall was found on a Dorset beach as part of a marketing campaign to promote the launch of Game of Thrones Series Three on blinkbox. Taylor Herring devised the marketing and publicity stunt to mark the hugely popular television series. A team of three sculptors took over two months to design, construct and paint the skull, which measures eight-feet wide. The skull, the size of a London bus, appeared to have been washed up on Charmouth beach on Dorset’s Jurassic coast, famous for its dinosaur fossils. It represents a scene from George RR Martin’s fantasy, which hints that dragons may return to King’s Landing, a strategic location in the programme.

event 8 buyers 30-31 JAN 2014

The International Special Events Society’s growing relationship with UK Trade and Investment (UKTI) will be instrumental in proving that the creative events industry is world-class. That was one of the key messages to come out of a media briefing with incoming ISES UK president Jane Hague, as she announced a raft of new measures and partnerships at the association’s AGM. Hague, head of corporate account development at London’s ExCeL, revealed that she is keen to talk directly to business, as she aims to strengthen the association’s position within the events industry. Hague explained that the association’s outgoing president, Philip Atkins, did an amazing job in establishing ISES UK as the “owner” of the creative events industry title – the word creative was added to the

association’s strapline and logo. Now, she feels that ISES UK needs to demonstrate its ownership of the phrase and prove that the events industry is just as important and relevant as other “creative” sectors. In coming months, ISES UK will be working closely with both UKTI and Arts Council England on a raft of new initiatives. ISES UK is currently in the process of becoming an accredited association with UKTI – it is believed that in the next six months ISES UK members will each have access to UKTI funding to enable them to join UKTI-led trade exhibitions and trade platforms. Also an initiative called Creative Sector Services should become widely available to ISES UK members – businesses will be able to apply to the Arts Council for a loan, up to £25,000, to help them expand their offer.

MCM Expo reveals huge growth and launches Scottish event MCM Expo, organiser of MCM Manchester Comic Con, is to grow the Manchester event to a two-day show for 2014. The announcement follows MCM Expo’s unveiling of a Glasgow show – the MCM Scotland Comic Con at the SECC on September 7 – and the news that MCM London Comic Con’s floor space is to expand from 25,000 to 34,000 square metres when it returns in October.

The first two-day MCM Manchester Comic Con will be held at Manchester Central from July 26-27, 2014. Bryan Cooney, joint managing director of MCM Expo, commented on the company’s growth: “Consumers and exhibitors are backing MCM and we needed to respond. By making Manchester Comic Con a weekend event next year we are increasing the opportunities for everyone.”

Wimbledon Film and TV Studios has formed a partnership with Bespoke Events. The venue will be listed as an exclusive event space with Bespoke. Zibrant has appointed Mark Rose as client services director for its Global Events division. Orb Events has teamed up with Claremont Farm to develop the Wirral Food and Drink Festival for 2014 Photo Crazy has launched a photo booth – a replica Only Fools and Horses Reliant Regal Supervan. Alistage is operating once again after it entered liquidation in June. Phil Christodolou and Graham Baker are heading up the business. Steve Barratt, former president of SO Group, has launched Full Circle Events. Silverstone has been issued a Civil Marriage Venue Licence. May Kan has been appointed marketing manager of the London Designer Outlet. AEG Live appointed LarMac LIVE to produce three themed environments at the 2013 Barclaycard British Summer Time in Hyde Park. The International Centre Telford is to host the European Archery Festival in January 2014. Concerto Group has acquired regional events organiser JD Parties.

Virgin Atlantic launches in-flight live music and comedy events Virgin Atlantic’s domestic service Little Red is taking in-flight entertainment to new heights – it has launched Little Red LIVE, a series of events that will keep passengers entertained whilst en route to Edinburgh or Manchester. Lucky passengers travelling on Little Red flights will be treated to comedy or live music whilst on-board. “We launched Virgin Atlantic Little Red to shake up domestic flying in the UK and this latest activity highlights why our customer

service is second to none,” said Richard Branson, president of Virgin Atlantic. “In true Virgin Atlantic spirit we’re doing something a little different and providing our passengers with a line-up of gigs to ensure we offer a truly unforgettable flying experience.” The acts to play the exclusive sky gigs will be announced on Virgin Atlantic’s Facebook and Twitter channels but flight details will not be revealed – the gigs will come as a surprise for passengers on-board.

Nüssli has been commissioned to construct the Endless Stair installation for London Design Festival. An NFL Block party will take over Regent Street on September 28. GLL, which operates the Copper Box Arena, has appointed Altu Collingwood as events manager. Rio 2016 has opened its procurement portal – www.portaldesuprimentos. rio2016.com/en/

event

buyers 30-31 JAN 2014

NEwS

ISES UK to raise profile with UKTI and Arts Council partnerships

EVENT TENDERS AND CONTRACT WINS

ICON, which produced London 2012’s Look and Feel programme, has been appointed by FIFA to deliver signage for the 2014 FIFA World Cup in Brazil

Express yourself Discover the latest event industry contract wins and new business opportunities SweetSpot Group has been chosen by British Cycling to continue to deliver The Tour of Britain from 2014 onwards. SweetSpot has been awarded the rights, following a rigorous and transparent tendering process overseen by The Sports Consultancy. Farnborough International Ltd (FIL) has appointed Expo Floors as the official platform contractor for the Farnborough International Airshow. The three-show agreement will see Expo Floors supplying its Eco Floor product to the event, offering exhibitors an environmentally-friendly flooring solution for their self-build stands. A three-year sole supplier contract has been awarded by Plymouth City Council – A-Plant Lux Traffic Control and Management has won the contract to supply traffic management and operatives for events work. Joe Manby has been appointed by Fingerprint Events to deliver event services to the Conservative Party

Conference until 2017. The new five-year appointment starts with this year’s event at Manchester Central in September. Richmond Event Management has won a two-year contract to supply production management for Kew the Music 2014 and 2015. ICON, the company responsible for the entire London 2012 Look and Feel programme, has been appointed by FIFA to deliver the signage programme for the 2014 FIFA World Cup Brazil. The contract covers branding and wayfinding at all 12 stadiums and the International Broadcast Centre. VisitBritain is looking to award a threeyear contract for the design, build and storage of its stand at ITB Berlin from March 2014 – March 2016. The successful stand building company will be required to provide the full range of services from stand design through to execution and storage of the stand itself. The deadline for this tender is 12pm on September 2.

Pitman’s People has been contracted by Oktoberfest to supply hosts, brand ambassadors, waitresses, security and stewards to the event’s brand new Scottish outings. The beer festival, which originated in Germany, is expanding its offer with the launch of two events in Scotland – the festival will head to Edinburgh’s Princes Street Gardens from October 9-13 before it moves to Glasgow’s Glasgow Green from October 17 to 20 and October 24 to 27. Culture Creative has been commissioned to produce an illuminated trail at Kew Gardens in Richmond. Christmas at Kew, presented by entertainment producer Raymond Gubbay and Royal Botanic Gardens, marks the first time that Kew has opened its gates after dark. A winter landscape will greet corporate guests and family audiences who will walk a one-mile illuminated trail that will be brought to life by Culture Creative’s producers and creative lighting team. The illuminated trail will open on November 28 and will run for 27 nights until January 4, 2014. A Christmas village and market will also feature.

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EvEnt BuyErs LivE

What industry wants… Insight Events has welcomed the event industry’s positive response to the launch of Event Buyers Live

multitude of event organisers, festival directors and live event agencies have given their support to Event Buyers Live. The buyer meets supplier event has received an unprecedented amount of interest from the events industry and has already confirmed a host of event buyers, production specialists and event agencies. Event Buyers Live, which takes place on January 30 and 31, 2014, at the Crowne Plaza, Marlow, answered calls from industry to create a relaxed, yet professional, event for organisers that are looking to meet suppliers to the live events sector. So far, large and respected events agencies, festival organisers, large outdoor show organisers, in-house events managers

events (59.6 per cent), conferences (58.5 per cent), awards and gala dinners (56.4 per cent) and private events (46.8 per cent). As a result, the event’s organiser, Insight Events, has developed an event based purely on the requests of those surveyed.

The event organisers, which have confirmed their attendance, organise more than 320 events a year and have a budget totalling £80.1 million. You cannot argue with the figures and local authorities have signed up for free education, networking and pre-arranged meetings, which will take place over the course of two days. The event is free for qualifying event organisers. The event was launched following strong responses to a market sounding exercise, which identified a number of key indicators. Of those surveyed, more than 78 per cent said that they would welcome a dedicated buyer meets supplier event and 54 per cent said that it should take place in London or the Home Counties. Those questioned also said that they organised festival and outdoor

event 12 buyers 30-31 JAN 2014

Event Buyers Live, which is being organised in association with Stand Out magazine, continues to work on further requests from the events industry in a bid to deliver an event that it actually wants. David Wilson, director of Insight Events, commented: “The events industry, just like any respected business sector, is a competitive market. Event organisers and promoters want nothing more than to organise successful and enjoyable shows for their target audience: to do that they need to work with the right suppliers and develop and produce the best content.”

He continued: “Event Buyers Live is the perfect vehicle for them to do that, but what makes our event different is that we have listened to what organisers want and are giving industry an event at the time of year that best suits busy event schedules. The event not only allows organisers to source suppliers but it also provides networking opportunities and useful seminar content.” Neil Fagg, publisher of Stand Out magazine, added: “The data collated has given us a powerful insight into what our industry demands, and also what it is worth. So far, the organisers which have confirmed their attendance organise more than 320 events a year and have a budget totalling £80.1 million. You cannot argue with the figures – the UK events industry does have money to spend and is in a healthy position. “We know from looking at their requests that organisers are keen to meet suppliers of sound and AV equipment, temporary structures, catering suppliers, health and safety consultants, flags, banners and signage and theming. And that’s just the tip of the iceberg,” he concluded. Would like to attend Event Buyers Live as an organiser or as a supplier? For further information, visit www.eventbuyerslive.com, email info@eventbuyerslive.com or call 01707 853355.

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Red Bull SoapBox Race

images © Red Bull Media House

Wacky races

wenty-thousand spectators basked in scorching temperatures, as they watched the thrills of the Red Bull Soapbox Race unfold at Alexandra Palace. The adrenaline-packed race made a spectacular return to the capital following a nine-year absence – 70 teams competed for the ultimate accolade of the UK’s best soapboxers – creators and drivers of vehicles powered by nothing but gravity. They zoomed down a 420-metre course at speeds of up to 52 kilometres per hour, attempting to avoid falling foul of obstacles, which bore the names Apples and Pears and Big Air. The obstacles were designed to give the teams as tough a ride as possible and ensure crashes galore – the gathered crowds sweltered in the heat but competition on the track to be crowned champ proved hotter. The competition judges, Infiniti Red Bull Racing team principal Christian Horner; chief designer at Infiniti Red Bull Racing, Rob Marshall; street trials pro-rider, Danny MacAskill and downhill mountain biker, Gee Atherton; looked for creativity and showmanship as well as speed. Team SpitPhya from Newcastle, made up of motorbike

event 14 buyers 30-31 JAN 2014

engineers, stormed to victory with their soapbox which was inspired by Great British land speed record vehicles. Innovision worked on the event and were joined on-site by ADi TV, Delta Sound, Global Infusion Group, Eve, Power Electrics, Piggotts, Nu Kleen, Elliott, Show and Event Security, Caring for You and Showforce.

Team Spit- phya won the race

The Red Bull Soapbox Race course measured 420 metres

70 teams competed in the event

PH_Qtr_Strip_Corporate:Layout 1

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images © Theo Cohen

The Royal Household is used to hosting grand garden parties in the grounds of Buckingham Palace – however, in July, more than 60,000 visitors flocked to the prestigious postcode for the Coronation Festival, organised by Media 10

n the palatial grounds of Buckingham Palace, Stand Out sits with Lee Newton, chief executive officer of Media 10. He is cool and calm – a hard task, as today is one of the hottest days of the summer. As we chat under the welcome shade of a parasol, Newton asks whether I’m in the market for some ponchos, umbrellas and trackway. He has an abundance of wet weather protection on standby, but given the scorching temperature it’s not needed. Newton and his team have planned for every eventuality, but you would if tasked with creating an extra special event in the Queen’s backyard. The Coronation Festival is a four-day event hosted by the Royal Warrant Holders, a special group of businesses that have

insiDer KnoWleDGe: earned the right to supply goods and services to the Royal Household. The festival has been designed to celebrate the anniversary of the Queen’s coronation, showcasing the wares of the warrant holders, and comprises evening gala concerts and a public exhibition. The story of which began some two years ago. Media 10 received a phone call from the Royal Household – the call was somewhat out of the blue, yet the ensuing conversation soon turned into an invitation to pitch. “We met Buckingham Palace on the first day of the Ideal Home Show,” explains Newton. “And we pitched to them on the last day of the Ideal Home Show.” To say that the Media 10 team was frantic during this time is an understatement but

lee newton (right) met the Queen

47 – trailers which carried more than 112 tonnes of material 26,000 – bottles of water consumed 9,600 – kilos of ice 1,144 – gallons of Pimms consumed 7,000 – glasses of Champagne drunk 6.5 – number of hours spent watering the catwalk greenery

Newton had an idea that would see the company win the contract. “We created the pitch on-site at the Ideal Home Show – it worried us for a short amount of time until we knew how to win it. I knew that we couldn’t give them precise detail so we had to do a creative pitch. “We employed a watercolour artist to draw my story and we filmed her drawing and recorded my voice. We then speeded up the film and got a voiceover artist to record my words and created a CD with a booklet on recycled paper. On the very last page we said that we could create this amazing event without breaking a single flower. “We pitched this idyllic story of walking through the palace gardens – it was so creative,” Newton continues. He was confident. Three months later, Media 10 discovered it had won the contract to deliver the celebratory showcase. “The palace gave us the venue, the Royal Warrant Holders gave us the content and we have run it like any other venue,” he adds.

event

buyers 17 30-31 JAN 2014

Coronation Festival

By Royal appointment

Coronation Festival

extraordinary security Sir David Walker, master of the Royal Household, has been Media 10’s contact, driving the event, which has seen a significant number of meetings to ensure that the celebration is a secure and extraordinary display of those which hold a Royal Warrant. Food and drink, fashion, cars and design and technology are all represented – they are joined by event partners GlaxoSmithKline, Bentley and Jaguar Land Rover, which each have their own impressive marquees. “I think the Queen’s gardener has taken it the hardest,” continues Newton. “In each meeting he’s always been the saddest looking person but we have been extra careful, and we’ve filmed and photographed everything so that we can prove we haven’t broken anything.” Media 10’s Suzy Pallett is project manager of the Coronation Festival, which has more than 200 Warrant Holders in attendance. It has meant a great deal of communication and co-ordination and the sheer logistical challenges are nothing short of immense. Explains Newton: “The logistics and security have been the biggest challenges. Absolutely every piece of equipment for the event and every item to be sold by the exhibitors has had to go to a secure area in London to be unpacked, searched and then put onto one of our lorries. “It’s been a nightmare but we knew it would be and we were prepared for it.

the Coronation Festival featured fashion shows and performance

Hawthorns provided the full production services for the Coronation Festival’s gala evening

“For example, walking in and out of the site isn’t easy. Exhibitors and suppliers have had to make sure that they have brought everything with them just in case – this has meant that some people have doubled up on items and, as a result, our storage and lorries have took a hit. We’ve had to take a lot of stuff off-site, things people didn’t need and that has put us under pressure. “We also had to tell the exhibitors to treat the exhibition as an opportunity to show their wares rather than a selling exercise, almost lowering their expectations, but many have sold and reported good sales,” he adds.

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identilam, superloo, right structures, Crewsaders, Freeman, Ges, Media Paper, Gl events owen Brown, showplans, see tickets, GM visual studio, MsUK, stitch exhibitions and studio aB supplied equipment and services to the Coronation Festival

event 18 buyers 30-31 JAN 2014

The organising team has endured an eightday build with 16 to 18 hour days, and 47 trucks and trailers have delivered the necessary items to the palace’s gates. Each and every crew member and event supplier has filled out a multitude of forms in order to be accredited but the end result has been worth it, Newton states. On day one of the festival, 6,500 invited guests entered the palace gates for an exclusive first look – the Queen attended the event also and took the time to meet with

many businesses. Day two, three and four saw a further 50,000 attend the prestigious event with thousands more enjoying an evening gala concert with Katherine Jenkins, Katie Melua and the Royal Ballet. Media 10 commissioned Raymond Gubbay to produce the gala evening, watched by 3.1 million viewers on BBC One. The concert’s stage stood just 50cm in front of Buckingham Palace’s walls and provided the perfect platform for performances that celebrated 60 years of music and dance But what now for the sold-out event that has seen visitors get an exclusive peek of the Queen’s private garden? Newton concludes: “We’ve learned a hell of a lot about putting on an event at Buckingham Palace, which no one else knows, and we’ve worked to the palace’s standards of control and military precision. “Now, there are some conversations being had about taking this event abroad or to other palaces in the UK with a view to bringing it back here for the Queen’s 90th birthday,” he enthuses. But first thing’s first – there’s a small question of de-rig and putting a smile back on a gardener’s face.

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Royal HigHland SHow

High times

t’s not every day that you open the curtains to find there’s a cow having a shower in the car park opposite. But that’s exactly what greeted Stand Out magazine on day one of the Royal Highland Show. I woke early at the Quality Hotel, which sits next to the Royal Highland Centre, ready for a day of agricultural exploration and Highland highlights. As I slowly said hello to the world, I discovered that all of Scotland’s prize cattle owners were already up and preparing to show their beefy beasts to more than 170,000 visitors.

It appeared that Stand Out had front row seats at the bovine beauty parlour – the Royal Highland Centre’s Highland Hall had been transformed. It housed row after row of prize cows and bulls, which were being showered next to the hall, ready to be paraded in the show ring. Some were getting a haircut and some were even getting a dusting of talcum powder. For a townie, like myself, it was an education, yet for the farmers that had congregated at the Ingliston venue it was the highlight of the Highland farming calendar.

EventServ, Field and lawn, Smiths waste Management, Specialized Security, SEP and Showplace provided kit and services to the show

images © Craig Stephen

The Royal Highland Show is Scotland’s largest agricultural event, attracting more than 170,000 visitors to the Royal Highland Centre in Edinburgh. Here, Rebecca Elvin, show manager, and members of the Royal Highland and Agricultural Society of Scotland, discuss the importance of customer experience and detail how they are looking to the future

Farmers and business owners have travelled en masse to the Royal Highland Show – not only was it an opportunity to do business and win rosettes, it was obviously the social occasion of the year. For show manager, Rebecca Elvin, however it was a rather different story. “It’s my first year at the helm,” Elvin explained, who for the last eight years has run the Royal Berkshire Show. Elvin joined the Royal Highland Show team just 12weeks out, a fact she described as “difficult”. Technically, she is living someone else’s showplans, relying heavily on their input, but it’s something she has had to deal with. According to Elvin, she was ready for a “bigger challenge”, the national show proving very different to the country show environment she had become used to. So far she has made a few simple tweaks – because the show is “good already”. But she has made quite a significant first impression with the introduction of print at home tickets, as it’s important to create a more convenient customer experience, she said. For the 2014 show, she already plans to look at the exhibitor packs but for now she is armed with a camera, ready to take a million photographs of the show site. “It’s difficult to make changes until you’ve seen the show,” Elvin commented, who

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buyers 21 30-31 JAN 2014

Royal HigHland SHow

The event welcomed more than 170,000 visitors who trawled the massive 160-acre site

travels the 160-acre site on a pushbike. “I want to take hundreds of pictures to see what things look like. It’s only then that I can begin to make changes. “You have to keep ahead of the curve or maintain your position,” she added. Elvin is supported by 13 other members of staff who are a “consistent source of good advice”, she told Stand Out. Stephen Egan is head of operations, Kate Stephen is the show’s livestock manager and Mags Clark and Anne-Marie Thomson look after the tradestands that appear throughout the site’s zoned areas such as the Countryside Area and Food Hall. Elvin hinted that she would like to enhance the countryside zone next year, and that the issue of transport and traffic management will also be on the entire team’s radar, as Edinburgh’s much awaited public tram system has the potential to bring more visitors to the centre’s doors when it opens later in the year. Over the last year, the centre and showground have completed a lot of work to the site’s car parks and entrances – over the winter, the centre’s drains have been cleaned and extra support has been given to the spine roads that lead to the car parks. The work has been vital as 60 per cent of the show’s visitors walk through the West entrance – the improvements have centred there but now there are plans for the North and East entrances to be enhanced. It’s all part of the Royal Highland Centre’s master plan, which will see new infrastructure, a new hotel and a boulevard developed to draw new business and events to the centre, improve facilities and the customer experience. Stephen Hutt, chief executive officer of the Royal Highland and Agricultural Society of Scotland (RHASS), explained: “The challenges faced by the centre and society

event 22 buyers 30-31 JAN 2014

are the same as any business – you have to be relevant. We have a formula, and we could produce the same event each year, but the market changes so we have to too.” Hutt is extremely pleased with the show’s sales and revealed that advance sales were up by 50 per cent since introducing the option to have print at home tickets. It’s a positive sign for the annual show organiser, which will oversee a raft of changes over the next two years. “We have a new hotel coming in 2015,” said Hutt. “One of the challenges for any venue is to look long-term – we’ve had to spend a fair bit on infrastructure to extend the event season but our investment is definitely paying off.” Two years ago, the centre refurbished its Lowland Hall at a cost of £1 million and it

The Royal Highland Show is an annual celebration of rural life

recently achieved ISO14001 – now there are plans for a brand new Scottish food and drink event, which will be hosted by the Royal Highland Show team. Elvin told Stand Out that the RHASS plans to run the food event over three days in 2014 – Andrew Hornall, who sits on the society’s board of directors, is championing the event. He said that the event could befriend Scottish Food Fortnight and would be a great shop window for Scotland’s food industry and small artisan food producers. The show would be a great addition to the centre’s events calender and would continue the RHASS’ key objectives which are to promote Scottish business.

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TEmPoRaRy STRuCTuRES

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Brands on tour Roadshows and events provide lucrative opportunities for brands to interact with their customers – Stand Out discovers how Waitrose, British Airways and Citroën engaged their target markets, and how all took a structure(d) approach to events

The Dome Company supplied a 25-metre dome to RHS Hampton Court Palace – the dome featured a clear front and was designed and created in conjunction with the Eden Project. The dome housed tropical planting and butterflies and featured an elevated scaffolding walkway so that visitors could walk above the flora and fauna. The Dome Company, which recently supplied Chelmsford’s The 3foot People Festival and V Festival with structures for its VIP Louder Lounge, has also been contracted to supply a 25-metre dome for London Fashion Week. The Dome Company is working with designer Erdem and has been contracted by agency Family.

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hree inflatable structures stand tall, each designed to look like a big bag of Haribo heaven – Haribo’s Big Bag Tour hit the road this summer, touring high traffic venues and family festivals in a bid to introduce new consumers to its products – Starmix, Tangfastics and Super Mix. Live brand experience agency SGA Productions was awarded the task of creating and delivering Haribo’s national sampling tour that features three giant bags of sweets. But the bags are in fact giant, inflatable structures by Baconinflate – and within each, consumers can experience Haribo through a variety of interactive and sensory activities. The tour kicked off in Nottingham and has visited Blackpool and Torquay, and in September and October it will tour Ireland. The campaign will see over 1.5 million mini bags of Haribo Starmix, Tangfastics and Super Mix given out at airshows, family festivals and shopping centres.

“Bespoke structures are always popular for brands as they can have full control of the space to create unique event environments,” comments Grahame Muir, managing director of Arena Structures and Arena Seating. “For example, a recent project on behalf of WRG saw us provide an Aluhall structure with six-metre leg height. The aim was to create a huge sense of space when you walked in. By extending upwards, organisers and brands can keep the same square metreage but make a huge impact.” According to Muir, brands are constantly looking to go bigger and better than their rivals – it’s an issue that has to be addressed when a host of brands all compete for attention at the same family-friendly event, food festival or consumer exhibition.

Taste sensation Waitrose recently exhibited at Taste of London – it wished to reward its myWaitrose loyalty card customers at the four-day event. Emeli Waldron-Leigh, event manager at

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Reaching new heights British Airways was also present at the food-lovers event and sponsored Taste of London, which celebrated its 10th anniversary. It chose to entertain visitors with food demonstrations – the airline wished to promote Height Cuisine so worked with agency M and Mobile Promotions to deliver its foodie experience. Mobile Promotions provided its Tubbo structure, a temperature-controlled, modular, transparent pod that was branded for British Airways so that it looked like a fuselage. The structure featured a kitchen demo area and airline-style seating for 32 – draping at the entrance added to the airline styling. M’s Amy Skivington project managed the experience, and worked with Philip Ingoe, global sponsorship and events at BA. He says: “The volume of visitors at Taste of London is incredible. We have been headline sponsor of the event for eight years – the event allows us to talk about our food story, away from a physical aircraft.

TempoRaRy sTRucTuRes

Waitrose, wanted to engage loyal consumers who have come to expect a high level of service from the food retailer. At Taste of London, Waitrose utilised a 12m x 15m temporary structure by GL events Owen Brown to deliver its activity. Waldron-Leigh explains: “This year for us was all about rewarding myWaitrose customers. We wanted to offer a foodie experience, which was informative and useful in the home, and one that linked in with our current ‘story telling’ marketing campaign. We ran a competition to myWaitrose customers for the opportunity to win 400 pairs of tickets to the event as well as access to our exclusive marquee. “We wanted to offer myWaitrose customers the opportunity to learn more about Waitrose, what we stand for, and our producers to give the story behind the brand as well as inspiring customers by sharing our love of food,” she continues. Waitrose worked with Owen Brown and Creative Styling to create an experience that would link the brand with its stores – it opted to tell the story of ice cream and wanted the look and feel of the structure, and the branding, to link back to what consumers would see in-store. Association was key. She adds: “We had demonstrations and masterclasses taking place and wanted to offer an enjoyable space for customers to sit and watch these. With this in mind, a marquee was a structure that lent itself the best to our requirements.”

unidome has returned from WomaD, secret Garden party and Give Festival, where its structures have been used as retail units and as children’s workshops. The colourful structures, pictured, showcase three different domes – 3.5m, 4.5m and 5.5m in diameter. The purple structure has been extended to create a Longhouse dome – each dome can be extended by adding straight sections, giving organisers the opportunity to lengthen them indefinitely. The structures are modular, are perfect for the outdoor events market and will be in use at Bestival in september.

“Our experience looked at Height Cuisine – we have to think differently about the food we serve onboard because when you fly at 38,000 feet your taste buds change. We have to think about the delivery of our food and the taste, so we showcased this at Taste with our new A380 menu.” M and British Airways delivered the masterclasses in Mobile Promotions’ Tubbo – there were five, 30-minute demonstrations per session at Taste. In all, British Airways interacted with more than 1,100 people who had each booked to see how BA chefs prepare the in-flight menu. Skivington explains: “The structure stood out visually compared to some of the other

structures around and we were able to recreate an airline experience, which enabled us to tick an awful lot of boxes.” Tubbo’s transparency enabled visitors to see what was going on inside the structure without disturbing the demonstrations taking place. In the past, British Airways has utilised a double decker structure to illustrate the height element of its Height Cuisine story. M did look at producing a bespoke structure or even using staging to create the experience but Tubbo served the job “perfectly”. “One of our contacts saw Tubbo at International Confex,” said Skivington. “They tipped us off and we are the first people to use the structure outside. It’s definitely

De Boer worked with cocowa to deliver citroën’s stand at Goodwood

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Temporary sTrucTures

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important to get the right structure for the right place and location.” Tubbo sat alongside an Owen Brown structure, which was wrapped to look like Heathrow Terminal 5 – the exercise helped BA to build awareness and raise the brand’s profile amongst consumers. Social media also enabled it to amplify its’ food story at Taste of London, escalating its exposure.

market trends According to Richard Treml, business development manager at Allspan (UK), expectations within events industry are rising – organisers, event agencies and the brands they work for are focusing on quality and attention to detail. The market is demanding, he says. And it’s a point shared by April Trasler, managing director of Neptunus UK, She argues that even though costs are under close scrutiny, many professionals still put a value on quality of service and loyalty. © Freya Scott

chichester Festival Theatre is utilising a 43-metre temporary structure whilst the theatre undergoes a two-year £22 million refurbishment programme. production specialists entourage Live oversaw the build of chichester Festival Theatre’s new temporary home, which is currently hosting cameron mackintosh’s latest production of Barnum. The structure, manufactured by Vso, will be in place for the summer 2013 season and can hold audiences of 1,420. entourage Live’s rob Haworth production managed the site and build and worked closely with Dan Watkins, project director at chichester Festival Theatre. Watkins explains: “We knew we could not send our audiences home for a whole season during the construction period and it soon became apparent that a temporary structure in the oaklands park was the only way.”

28 inflate.co.uk / inflateworks.com

Anthony Wickham, director of TT Tents, states that the current trend sees him and his team being asked how costs can be reduced and he believes that organisers and brands should reduce their specifications. They should not squeeze contractors on price. Trasler agrees that clients are asking for more for less and that event agencies are leaning on the expertise of structure companies to come up with quick solutions to changing circumstances and budgets. She says: “Our industry is more than able to react but it does help the planning if we are given some time to prepare. I guess we live in an ‘instant world’ these days and temporary structures being readily available are no exception.”

Driving stand traffic Citroën UK’s brand new C4 Picasso made its public premiere at Goodwood Festival of Speed, with Cocowa designing and building the brand’s automotive experience. From July 11-14, Goodwood Festival of Speed hosted the largest motoring garden party in the world, which brings together a wide variety of cars and motorsport “royalty”. The Cocowa vision was to design and create a stylish outdoor space with high-end design. The Citroën stand featured the entire DS Line, along with the DS3 Cabrio Racing concept car. Citroën’s DS3 made its world debut at Goodwood Festival of Speed and was showcased during the event on a double-deck Delta Emperor structure by De Boer. It was contacted by experiential marketing agency Cocowa on behalf of Citroën, to supply an “L” shaped Delta Emperor. The structure provided hospitality, a VIP area and a backdrop for the DS3. Andy Walker, creative director at Cocowa, explains: “In 2012, we managed Citroën’s stand at Goodwood. We’ve been busy with other projects for them ever since. “They did put this job out to tender because they thought we were too busy to

work on the project. Citroën went to three other companies but they didn’t have what they wanted so they approached us to produce their Goodwood activity.” Citroën wanted a similar stand to that used in 2012 but this was not possible. Instead, Cocowa looked at variety of options that the automotive brand could use for hospitality and as a showroom but the structures looked “awkward”. Cocowa specified De Boer’s Delta Emperor structure. “We wanted something we could dress and change so that it didn’t look like a structure,” continues Walker. “We wanted to get away from showroom boxes and we had to create intrigue so that not everything was visible at once. “We wanted the crowds to discover things as they dwelled on the stand.” Walker worked with his colleague David Cooper, Cocowa’s managing director, who managed Citroën’s stand activity during the event. They reported into Neville Staines, Citroën’s head of national events, who comments: ‘We had our best ever result at Goodwood in terms of general footfall, data capture, test drive appointments and brochure requests. The stand created a welcoming and engaging brand experience and our cars were beautifully displayed, whilst still being very accessible.” According to Walker, experiential remains the “buzz” word and events such as Goodwood Festival of Speed provide vital data capture opportunities for brands. He still believes that brands continue to test experiential waters, which is hard to comprehend when you consider the popularity of events such as Taste of London and Goodwood Festival of Speed. Perhaps, it’s a sign that organisers have pitched their event at the right target market. Or perhaps, it’s a sign that brands and the agencies and suppliers that they engage have created and delivered the perfect marketing platform.

Waitrose worked with GL events owen Brown at Taste of London

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LEGO rOadshOw

Child’s play

The LEGO roadshow is almost 200 square metres in size – not every shopping centre can accommodate a large experience. It is being hosted by westfield and Centre MK

LEGO UK teamed up with BEcause this summer to stage its first ever joint roadshow for its Duplo, Friends and Chima brands. Stand Out caught up with Deena Randall, retail marketing planning manager at LEGO UK, to find out how the brand is building strong relationships with its young target market what’s the event brief? Our new Legends of Chima range, set in a mythical land of magical animal tribes, has been our largest product launch of 2013, backed by a major integrated marketing push. Originally, we set out just to create a Legends of Chima roadshow where we could immerse kids in the excitement of the story, the different characters and their extraordinary powers. Then, we realised that during the summer holidays we could extend this into a bigger, umbrella LEGO roadshow encompassing our Duplo and Friends brands. It’s the first time we’ve ever promoted three different products in one integrated brand experience.

how long has the roadshow been in the planning for? We started planning our Chima roadshow last autumn. Around Christmas time, we decided to look at expanding this over the summer holidays by adding dedicated sections for Duplo and Friends.

why did you decide that a roadshow is the best mechanic for LEGO? LEGO is all about the joy of play – in fact our company name comes from the Danish phrase leg godt, meaning “play well”. So giving kids and families the chance to get

hands on with our products has long been a key part of our marketing strategy. Brand experience is the perfect medium for us – it’s about engagement, discovery, and creation.

what are you trying to raise awareness of? Each of the three brands we are promoting has slightly different messages. For Chima, it’s about introducing the new stories and characters and immersing kids in our mythical world. Part of this is helping kids learn how to play a Speedorz game, where they race Chima characters around in their transport pods. For Friends, our aim was to create a fun building environment for girls – somewhere they could escape into a fantasy world and realise that LEGO isn’t just a construction toy for boys. For Duplo, it’s all about giving toddlers a chance to share their first LEGO experience with their parents, many of whom don’t actually realise Duplo is a LEGO brand. We’re also using the roadshow to boost awareness of our LEGO Club as a way for visitors to stay engaged with our key properties.

how have you addressed the challenge of promoting three key LEGO products, each aimed at a different age group? Children are encouraged to get creative through play

The key has been to create a rich individual experience for each age group, but with

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buyers 31 30-31 JAN 2014

LEGO rOadshOw

alone Chima experience has visited various John Lewis stores, Chessington World of Adventures Resort and Legoland Discovery Centre at the Trafford Centre.

how are you marketing the roadshow prior to the activity taking place? Mainly via shopping centre’s own media, including ads on video screens and digital posters. We’re also using our social media channels and local PR to drive interest. dedicated storytime sessions inspire children to use duplo to build the animals they hear about

similar pathways through the areas. We’ve then ensured these dedicated zones are united with a couple of masterbrand towers to position the whole area as one giant LEGO experience. The beauty of this multibrand approach is that we’ve been able to offer fun, quality play opportunities for every boy and girl, whatever their age. And parents love being able to take different aged kids through different parts of the roadshow.

what are you asking consumers to do at your roadshow? We’ve created different consumer journeys for each of our three properties. In the Chima zone, we’ve designed a national competition to find a national Chima Challenge Champion. Kids are shown how to race the Speedorz characters in their transport pods on special “race stations”, their scores are then placed onto an overall leaderboard. The winners from each location will be invited to a Grand Final at Chessington World of Adventures Resort in October, where one will be crowned overall champion. We’ve also got costume characters and face painting to add to the fun and encourage people to take and share photos. On our Friends stand, we’ve themed everything around an exotic beach resort, with palm trees, a boardwalk and a central heartlake with a LEGO yacht. Girls can have their nails painted, watch Friends cartoons, have a photo with our costume characters and build models to display on the yacht. For Duplo, we wanted to make the experience something toddlers and parents could enjoy together. Here, we’ve used a toy train where kids can cross the tracks, step inside the engine window for photos and have fun at two build tables. Every 15-20 minutes, we then run “Read and Build” sessions in a dedicated storytime

event 32 buyers 30-31 JAN 2014

area, where kids and parents can build the animals they hear about in the story being told by one of our Farmers or Cowboys. At the end of all the experiences, we give kids a goody bag and sign them up to LEGO Club if their parents would like to keep in touch with our world and offers.

how does this roadshow sit within your overall marketing strategy? Ultimately, live brand experiences will always be a key part of our marketing strategy. This roadshow has allowed us to bring the Legends of Chima range to life, and simultaneously reinforced LEGO as a brand centred on the wonder and joy of construction play.

who is your demographic? Kids aged 1-12 and their parents, carers and extended families. Duplo is aimed at toddlers from 1-4. Friends is for girls aged 5-12. Chima is our latest product for 5-12 year old boys.

who have you worked with on this roadshow? We chose to work with brand experience agency BEcause on this roadshow, following a three-way pitch. They’ve got a lot of experience working for family brands like ours, and really understand how to design engaging, yet practical roadshows for kids and their parents. We’ve been really impressed with the creative ideas they’ve brought to life, as well as the delivery skills they’ve demonstrated making sure everything runs like clockwork.

where will the roadshow appear and why these events/locations? The overall footprint of the roadshow is around 200 square metres, and not every shopping centre can accommodate such a large experience. We also wanted to make sure we targeted retail spaces where there are strong LEGO outlets – either one of our dedicated stores, a John Lewis or an Entertainer. After careful consideration, we’ve focused efforts on Centre MK and Westfield London. We’re also taking the joint roadshow to LEGOLAND Windsor at the end of the summer holidays. A smaller stand

The LEGO experience enables the brand to promote three different product ranges with one activity

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App happy Is it essential that an event has a mobile app? Jamie Vaughan, chief executive officer of LetsLynk, questions whether mobile event apps are a must-have or a nice-to-have

t seems every time I open the newspaper or browse online, I get bombarded with information about the latest mobile app to hit the streets or some kid that has made millions from selling his app ideas to a big corporate! Of course, with statistics such as 60 billion mobile apps downloaded in 2012, it’s very difficult to ignore. But ultimately do we really need them? Are apps essential? As a fairly typical chap in his mid-forties, I was not brought up with the current level of access to technology. I can remember, as a salesman, driving up the M1 with a map in one hand and needing to find a phone box if I got lost – the principle of “downloading an app for that” is not always obvious. This issue is amplified by the huge number and variety of apps available, which can be a little off-putting, particularly if I have decided to download an app that turns out to be useless. However, whether I realise it or not, I am an active app user. Just where would I be without my emails on the go, Google maps or LinkedIn helping me when I meet new people or bump into old contacts. I have spent the last few years in the events and exhibitions world, an incredibly diverse industry that crosses all vertical and demographical markets. You can pretty much find a show for any product, catering for any style of business, being organised by firms both big and small. Technology has played a huge part in shaping the modern event. Traditionally, the world of the off-line publisher now co-exists with online publishers and it goes without saying all events are fully supported with an entire online strategy, from very smart websites, email messaging and social media promotion. As you would expect, there is also a wide selection of mobile apps being offered to the would-be visitor, all promising an “improved” customer and event experience. But what do they really deliver?

event 34 buyers 30-31 JAN 2014

Jamie Vaughan

Unfortunately, it seems in an effort to “keep up with the times” many show organisers have been guilty of pushing technology for technology’s sake, with mobile apps at the top of the list. The result of this is often an app quickly published a week or so before a show, which doesn’t really help the visitor plan in advance. In addition to this, apps seem to be event specific, which means I clog up my screen with apps that are only relevant for a couple of days because I visit multiple events. Although my experience suggests the apps usually work well enough, they often only offer the same content you would find in the event guide, which ironically is still thrust upon you at the show entrance anyway. Doesn’t that defeat the object? And is my life really made any easier? Although I believe most apps are developed and produced with good intentions, I do not feel they have been built around the visitor, taking into account what he or she is really doing there and wants to achieve out of the day. I fear without change,

the already low download figures will struggle to grow, or worse still, decline. The ideal app should not be event specific, but respect the visitors bigger picture, something they can keep – it should offer a business connections feature (including visitor to visitor), it should be able to collect media from the event, all types, documents, presentations and videos and it should also allow personalisation from the look and feel of the visitors unique profile to the individual notes set against each connection made. Above all, the content collected should be easily accessed and navigable showing who, how and when each action happened thus offering a virtual re-run of the event and acting as a reminder. I firmly believe that there is a massive opportunity for mobile technology to play a major role in how events can evolve over the next few years as well as even change visitor’s behaviour. But, they must be visitor centric, intuitive and purposeful as well as offer compelling benefits over and above any of the current solutions.

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event 36 buyers 30-31 JAN 2014

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EVENT TECHNOLOGY

Time to interact It’s vital that organisers interact with their target market and take ownership of their own data. Event technology experts discuss event technology trends and how technology is enabling event organisers to increase visitor engagement

vent technology is developing at such a rate that it’s difficult to keep up with the latest innovations. Event organisers are keen to understand what technology is available but the old argument that you should not use technology for technology’s sake is still relevant, even in today’s expectant world of events. Consumers are now so used to technology that its inclusion in an event is almost expected. It’s as if technology is second nature and should be included

Leap Motion software

on the list of essential event elements – furniture, food, toilets, event app. According to George Sirius, chief executive officer of Eventsforce, organisers are keen to understand what new technology is available and how to use it if it’s of benefit. However, considerable investment in an obvious benefit still needs to be justified with those higher up in the company. He says: “This concern no doubt reflects the trends in the wider events industry. Increased pressure on the event teams to demonstrate a tangible ROI from

Farnborough International Limited, organiser of Farnborough International Airshow, works with D2i Systems, which has delivered a CRM system to provide business intelligence and data

their events leaves little room for added expenditure on technology.” But Oliver Richardson, sales and marketing director at DB Systems, argues that no one should be reluctant to sign a purchase order when it’s easy to see that technology can aid the bottom line. Richardson argues that technology should be viewed as essential and believes that technology is rapidly changing the events landscape. It can even quench an audience’s thirst for interaction. He explains: “Events are becoming increasingly interactive. We’re no longer passive recipients of content – social media has turned us all into active participants, sharing our experiences, interacting constantly, and technology is playing a major part in this development. “In the last 12 months we’ve seen a marked increase in demand for interactive content that engages the visitor and invites their participation. Brands are starting to experiment with augmented reality (AR) and mobile AR, which enables them to turn static objects into interactive experiences when you point a phone at them. New technologies coming onto the market such

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EvEnt tEchnology

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as Google Glass and Leap Motion will further drive this interactivity trend.â&#x20AC;? Leap Motion, for example, is a thumbsized piece of technology that enables the content to be manipulated and controlled entirely through hand-gestures. Leap Motion captures these natural hand gestures, allowing users to move things around a screen, zoom in or draw just by gesturing.

Keeping attendees app-y

Wandsworth Beer Festival uses Eventbrite technology

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The growing need to interact is a factor that will not subside. Church House Conference Centre carried out a small survey earlier in the year that concluded events are getting more interactive. The survey showed that 29.9 per cent of respondents are already using basic interactive technology â&#x20AC;&#x201C; such as iPads, voting systems and Twitter â&#x20AC;&#x201C; during their events, while 51.3 per cent said they would consider using it in future. Only a small minority chose not to interact. For World of Business Ideas (WOBI) the importance of interaction is a no-brainer. The business network set out to build a community at its World Innovation Forum, in New York in June, after the team identified that a dedicated mobile app was essential. WOBI contracted DoubleDutch to create a mobile event app that would allow delegates

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were, and what exhibitors were most popular with app users. “We used two areas of the event app to measure the speaker satisfaction of our attendees: One was through the platform’s survey micro app where attendees were able to give each speaker a rating of one to five and also leave general feedback about the speaker if they wished to,” explains Angel Gesualdo, event manager at WOBI. “The other was through the app’s star rating, where attendees could give speakers anywhere from one to five stars, depending on how satisfied they were with their presentation. This gave us good sense on whether we should bring a speaker back or not, if their presentation was interesting and if the topic discussed was relevant enough to our event attendees. “WOBI sees technology as a must have,” continues Gesualdo. “We saw a great attendee response to our app, boosting our social media hashtags and client networking. This positive response has now created a sense of expectation not only from our attendees but also from our sponsors who now expect to have these technologies and innovations present at all of our events. Once other event organisers start taking notice of these interactions and benefits, they will

EvEnt tEchnology

to access event info and connect with other business leaders attending the event. The DoubleDutch team ensured the app worked across iOS, Android and even HTML5. No matter how forum attendees needed to access the app and its content, they were able to get information when and where they needed it. Game mechanics, such as badges and leaderboards, encouraged check-ins and chatter amongst attendees – delegates shared comments and photos during panel discussions, and to facilitate networking during the forum, the app utilised People Matching, where attendees had the opportunity to select interests and connect with like-minded attendees during the twoday business event. The app was well-received – with 99,714 total in-app actions with an average of 230.39 per user, the engagement with the World Innovation Forum app was “incredible”. Attendees utilised the app as a way to connect with each other, set up meetings and even provide feedback by completing over 727 surveys and making 1,355 check-ins. During and after the event, DoubleDutch gave WOBI insight into what speakers were trending, who the most engaged guests

DoubleDutch worked with WoBI to create a World Innovation Forum app

see the value and ease of implementation in these technological upgrades.” According to WOBI and DoubleDutch, the app improved the experience for attendees, gave them the opportunity to connect with like-minded individuals and played a huge part in facilitating networking.

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According to grahame Jones, chief operating officer of FIl, technology enables event development

Integrate and interact Technology integration, which eases a user’s experience, is an upcoming trend – WOBI’s use of its event app proved that mobile apps are no longer just mobile event guides that have all the practical information: they are becoming robust, well-rounded interactive platforms. And Nokia demonstrated that trend too when it worked with myqaa.com for its Directions 2013 event. Nokia contracted myqaa.com to develop an app for its conference that incorporated here.com – a Nokia web map service and geolocation platform – so that guests could find their way round the event venue easier, which in turn helped them to find delegates to network with. The event took place at Berlin’s Estrel Conference Center and myqaa.com supplied a customised, HTML5 app that integrated the here.com maps. The main focus was set on offering the here.com product in every attendee’s pocket. Other objectives were to increase interaction and

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networking between delegates and to have all the event information in a digital format, to avoid using unnecessary paper. myQaa integrated the site and worked with the here.com’s research and development team to integrate the indoor maps for Directions 2013. Besides their own personalised agendas, event delegates also had access to the seating plan for the gala dinner and other features such as the networking, voting and live Q&A tools. This was the first time that Nokia’s here. com business unit had used an event app – of the 400 participants, 250 people used the app and 203 messages were exchanged. Furthermore, 80 per cent of the survey respondents said the application was “very useful” and “informative”.

technological success Ease of use is a crucial factor when considering which event technology to utilise – Dylan Fuller, organiser of Wandsworth Beer Festival, agrees with this point. Ease

of adoption was one of his key reasons for choosing Eventbrite to assist him with the running of his event. He has grown Wandsworth Beer Festival from one festival to three per year with an audience that is 40 per cent women. The events are proving so successful that queues form outside the venue during peak times. He utilises Eventbrite’s registration and ticketing technology to track sales data, analyse customer details and monitor ticket types, and uses the Eventbrite app to check people in and out of his event venue. “I think whether you’re running a small workshop or a large festival the technology is there to help you make a success of your event,” Fuller explains. Fuller has stopped hosting his own event microsite and now uses Eventbrite to inform beer fans of all the main event info. He also uses Eventbrite’s Mailchimp to design HTML email campaigns and manage subscriber lists. In fact, Fuller has grown the event’s subscriber list from 500 in 2009 to 2,849

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in 2013. Given the fact that each festival attracts just over 2,000 people, Fuller can only expect to grow his events in the future. Adds Marion Gamel, head of marketing, EMEA at Eventbrite: “Eventbrite is selfservice, so organisers have complete control of their event page and promotion. Organisers also have full visibility into the data for the event, which means that they can step-up or stop their promotional and marketing efforts as needed. “Our mission is to democratise ticketing and bring full-scale event solutions to the masses. We have an organiser app called Entry Manager that turns a smartphone into a ticket scanner – this app not only provides an easy check-in experience, minimising the queue, but also allows organisers to keep an eye on how many people have checked-in at any given time. “The data dashboard means that organisers can easily analyse event data – ticket sales timing, attendee sharing info, revenue channels and check-in data. This is incredibly useful for planning future events and seeing who are the most loyal attendees and where they come from.” According to Frans Jonker, chief executive officer of Ticketscript, organisers which do not have full sole ownership of their event data will suffer. He explains: “Nowadays traditional media and traditional ticketing agents are non-essential for selling tickets. Every person who has access to the Internet, uses social media and has a mobile phone, it’s the easiest and most effective way to sell tickets. There is no magic secret to ensuring that ticket buyers find out about your event – Facebook, Twitter, Instagram, Tumblr, Pinterest – they do the job for you. Anyone who does not realise that growing their own database, building a relationship with their customers and understanding the demographics, dates, locations and methods of ticket sales, is the route to success will see their business die.”

track your data Matt Blain, managing director of D2i Systems, could not agree with Jonker more. “Any organiser’s greatest asset is their data,” he comments. D2i Systems works with Farnborough International Limited (FIL), organiser of the Farnborough International Airshow, and has since 2006. Blain and his team provide both software systems and managed services to FIL that link its business processes, which is essential for effective and efficient client communication and show delivery.

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D2i Systems supply FIL with FC Pro, a CRM and ERP system linking all processes across the business. Alongside this are a range of web services including e-commerce platforms, bespoke exhibitor, contractor and visitor interfaces and security verification tools, which all synchronise with the CRM. As a result, all email correspondence, contracts and financial profiles are collated and genuine business intelligence is drawn from having a single tool. From this, FIL can drive the development of its brand. Continues Blain: “Farnborough International Limited has access to the most comprehensive dataset it has ever owned, which provides an increasingly complete profile of their exhibiting clients, the contractors who work on-site and the people who visit the show. “This data is supplemented on a daily basis by standard business processes and stored in a single system which provides them with simple tools to interrogate the data and generate business intelligence. This insight can be displayed graphically and can be used to draw information from previously separate parts of the business. For example, a couple of clicks can display a single customer’s spend for space, sponsorship and registration. That detail can be compared with the previous three shows whilst measuring against a forecast target figure. In another example, it is possible to track the value of spend on a marketing campaign targeting ticket sales against subsequent registrations from that source.” According to Grahame Jones, chief operating officer of FIL, D2i’s solution has brought together several disparate systems and processes. Now, all systems are linked

An event organiser’s greatest asset is it’s visitor and show data

Event apps allow attendees to stay informed and network

to a centralised database and reporting mechanism. It means that FIL’s sales, marketing and ops teams can better monitor and manage day-to-day tasks, knowing that management can analyse a multi-tiered reporting system. All in all, the data collected allows FIL to make vital decisions regarding client interaction, marketing methods and the event’s overall development – essential decisions that are only made easier with the use of technology.

event 44 buyers 30-31 JAN 2014

Robbie Williams’ much anticipated solo return to the big stage saw his energetic performances receive rave reviews. Here, his production team reveals the secrets that saw Williams retain his Prince of Pop crown

hat’s your favourite bit of the show? I ask Paddy Fitzpatrick, stage manager on Robbie Williams’ Take the

Crown stadium tour. “My shower at the end of the night,” he laughs – we’ve only just met but it seems a typical response from the seasoned professional and Irishman. He’s as cool as a cucumber, and has a twinkle in his eye, and

65,000 fans watched Robbie at Wembley stadium

yet he gets to play with a multi-million pound technical, touring playground that features 10 replicas of Robbie Williams’ head and a 43-metre long zip line, from which Robbie begins his anticipated show. Stand Out is backstage at Wembley Stadium to see the Stoke legend that is Robbie Williams perform to more than 65,000 fans. Wob Roberts, production manager, introduces Stand Out to Fitzpatrick – the pair are relaxed. They are half-way through a European stadium tour, which is playing to sold-out audiences. Roberts is showing me the magic that enables Robbie to appear from a threedimensional LED head. The weight loadings on this tour are immense. Stageco has been contracted to supply a fully custombuilt stage structure to support the tour’s unique design, which has been visualised by Stufish’s Ric Lipson, Willie Williams and Mark Fisher, who recently passed away. “It’s a very big production,” explains Roberts. “Robbie had to follow the Progress tour with Take That, and I think we’ve done

brilliant stages managed the design, construction and delivery of steampunk, fabricated by mDm

a really good job of following on from the ultimate spectacle.” The show demands a lot of set including some heavy pieces. Brilliant Stages has coordinated the supply of three, seven-metre high sculptures of Robbie Williams’ head dubbed Steampunk, Phrenology and Skull – fabricated by MDM, 2D:3D and Perry Scenic respectively, from glass reinforced plastic (GRP). The heads have been installed on Brilliant-built wagons and track, which lies on top of Stageco’s main stage deck.

strong theme It’s the first time that Roberts has ever done anything so “gaggy” – the heads tie in with Robbie’s original album artwork and concept, and it’s unusual to have such a strong theme running through the entire production. Woberts says: “Mark had a fair idea of what he wanted to do and how. He had a good grasp of what was possible and what was not. This stage is version three, and I’m glad that we stuck with this version because the previous two were wild.”

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buyers 45 30-31 JAN 2014

Robbie Williams Take The CRoWn TouR

Kings of production

Robbie Williams Take The CRoWn TouR

stageco’s XXl tower system supports the “big” and “heavy” touring production that is Take the Crown

Three Stageco XXL towers hold up the back wall with each tower capable of taking 100 kilonewtons per square metre. The load is spread across the towers and two of them are supporting more then 80 kilonewtons per square metre. Their sheer size qualifies Roberts description of the tour as “big” and “heavy” but the stage has no skins to bring down if the weather changes, so wind management is another animal entirely. Stageco engineers calculated that the company’s XXL tower system was best suited to accommodate the weight loadings and heights required by Fisher and Stufish. The additional strength of the XXL towers was particularly important considering the artists movements, as Williams appears at the top of the stage via specially adapted elevators and crane hoists. Dirk de Decker, Stageco project manager, explains: “Stufish created a stage concept in keeping with Robbie’s desire for a stunning stadium show. The design team were aware of the extra weight carrying capacity and additional height our XXL towers offered and factored these extra capacities to allow them to expand their creative boundaries.”

Wob Roberts

event 46 buyers 30-31 JAN 2014

Tait’s pixel tablet technology brought Robbie Williams’ head to life

Creativity and engineering The stage measures 50m x 25m deep, centred on three giant central towers at heights of 26 metres in the centre and 23 metres on each side. The towers are needed to support a giant LED head shaped to look like Robbie Williams. Tait has engineered this element, working closely with Stageco to combine creativity and bespoke engineering. Tait’s pixel tablet technology has brought Robbie’s head to life – a 40.8 metre by 23.1 metre back wall, comprising 700 screenprinted, gold polycarbonate panels, stands facing the audience and features 18,000 pixel tablets. The panels, which incorporate 20 different custom shapes, form an immense LED wall, flanked by doors that flip to allow props on and off stage with ease. Brilliant Stages’ general manager, Tony Bowern was tasked by Roberts, to oversee the design, construction and delivery of the

replica heads, as well as a multi-tiered main stage with protective roofette and a curved header topping the back wall. Prolyte UK, with Brilliant Stages, has supplied the large curved golden header, which spans the full width of Tait’s back wall. The stage and set elements have been designed for quick deployment, breakdown and transportation. The set fills 10 trucks, whilst 17 trucks are required for Stageco’s system – two of which are being used for Take the Crown. A further seven trucks are needed to transport the show’s video elements and an eighth carries the tours cameras and side screens. It’s a substantial amount of kit but all necessary for an immense 26-date tour of Europe, which also sees GLD Productions, Fourth Generation, The Event Safety Shop, Popcorn, XL Video, Doodson, 2CL and Stage Miracles supplying equipment and services.

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Hard rock calling

Rock on Live Nation ended its run at London’s Hyde Park and moved to Queen Elizabeth Olympic Park where it delivered Hard Rock Calling – Emma Kemshell, project manager at Live Nation, discusses the challenges of delivering an established event on a brand new site

or Emma Kemshell and her team at Live Nation, 2013 was always going to be a very different year. The global music promoter knew at the end of 2012 that it would no longer be producing live events at London’s Hyde Park. With the New Year came a new challenge – a brand new event site to play with in the form of Queen Elizabeth Olympic Park. Hard Rock Calling and Wireless would have a new home and Electric Daisy Carnival, Live Nation’s latest venture with Insomniac, would also settle at the Stratford site. Kemshell is a project manager with Live Nation – she is backstage at Hard Rock Calling, taking welcome refuge in an airconditioned production office, when Stand Out meets her. “We have been planning the new site layout since the beginning of January,” she explains. “Queen Elizabeth Olympic Park is absolutely huge compared to Hyde Park.” So big, in fact, that it’s almost like there are two sites operating – the main stage is situated at the Chobham Manor Site and Hard Rock Calling’s second and third stages are sited in the North Park – two bridges join the two vast arenas. The new location gives Live Nation and Hard Rock Calling room to spread and the event’s sponsors – Vodafone, Tuborg and

Steve reynolds

event 48 buyers 30-31 JAN 2014

Pepsi Max – also have an abundance of space. Sponsors, fans and crew have room to breathe and the sound, well it’s a million times better than last year. Kemshell continues: “The Olympic Park is a changeable site and we were initially unsure what we’d be getting on the first day of the site build. “In terms of challenges, there are so many services, such as electricity, underground that we have had to be really careful on both sides of the site. The North Park has an irrigation system under it so building the Kayam tents and T Shield on there has been tricky. All contractors have taken extreme care not to damage this in any way.” That said, when compared to a greenfield location, Kemshell does not believe that the park has more challenges – it has them but they’re different. However, the site’s distance from local transport hubs, namely Stratford International Station, is more than a quick five-minute walk from public transport. Work began on the site’s ingress and egress plans in January – Live Nation’s health and safety team, headed by Paul Cook, worked alongside Transport for London, London Legacy Development Corporation, Newham Borough Council, Westfield, Metropolitan Police and Showsec. Showsec director Steve Reynolds was appointed head of security for the events. He explains: “This is the first show at the Queen Elizabeth Olympic Park, which means that the audience is not familiar with the routes into the venue.” To address this issue, the London Legacy Development Corporation has hired stewards to assist the audience with finding their way to the site then Reynolds and his team of 400 security professionals look after the crowd of more than 60,000 once they are inside the Queen Elizabeth Olympic Park. Reynolds agrees with Kemshell and her point regarding site challenges – there’s no

denying that Hyde Park and the Olympic Park are very different. Continues Reynolds: “You’ve got several transport links all feeding into Stratford so in terms of access, it’s great for customers.” But there have been significant changes to the park since the Olympics so when considering access plans Showsec had to revisit the routes to ensure that the audience could make the last trains – no later trains have been added to the train timetables.

it’s all in the planning Reynolds is joined on-site by Michael Asimonye, operations coordinator, who “attended too many meetings to mention, pulled all the plans together, ensured all the briefings were correct and put in a tireless effort”. Paul Legge, Showsec’s London area

Emma kemshell

Hard rock calling Star Events group, Easi-Event and Prg supplied kit to Hard rock calling

manager, has also ensured that the right staff have been resourced, and turned up for duty. The trio has worked closely alongside Paul Cook. “A new site is always a challenge and even with all the planning in the world, as soon as you open the gates and let the public in you find the holes,” Reynolds adds. “That said, they are small holes and we have tweaked the overall crowd management plan only slightly.”

good location Hard Rock Calling’s new location has resulted in larger second and third stages but the vast site has meant Reynolds and Live Nation are keeping a close eye on crowd flows. He explains: “This is a huge site, with a considerable distance between the main stages and the second and third stages located on the North Park. The two areas are connected by a bridge, so again crowd flows and crowd management have been planned and monitored very closely to assess what tweaks are needed. “Live Nation has programmed the stages carefully to ensure a good spread of audience, but we are also monitoring the flow across the bridge. We have diversion teams in place to allow us to maintain flow across the bridges and these are working well,” Reynolds adds. Showsec is one of a number of key suppliers and contractors that Live Nation

kasabian headlined

has retained – Star Events Group, PRG, Blackout, Kayam and Easi-Event also supplied kit and services to Hard Rock Calling. Live Nation contracted Easi-Event to provide 30,000 square metres of artificial grass to the two-day event. Easi-Event, a sister company of easigrass, laid the astro turf in just four days so that music fans can watch Kasabian and Bruce Springsteen on “grass” rather than hard standing, as the former Olympic site continues to be improved and developed. Kemshell confirms that discussions are taking place regarding next year’s Hard Rock Calling as well as other events. 2013 has been a big learning curve for all those involved but the Stratford location is described as “good” and there’s no doubt

Showsec supplied 400 staff

that site developments will bring even more changes. For now though, who can complain about an 11pm curfew and a vast amount of space to play with.

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viewpointS

How do we look? Other business sectors do not take the events industry seriously. How can we stop other industries poking fun at us? Simon Hughes, immediate past chair of Eventia, explains

aving spent a considerable amount of time recently supporting a bid for a new apprenticeship scheme for the event industry, it was a little galling to be told that they liked the proposal but that there were other bids with higher priority in terms of industry sectors. It’s clear that this is yet another example of the event industry not yet having the right profile in terms of recognition in the broader commercial landscape that we operate in. I often find myself wondering whose fault this is and what do we do to raise our profile? Do we link ourselves to the key agenda of creating growth opportunities, exporting our expertise and aligning ourselves with the creative industries, where growth traditionally

outperforms other industry sectors? No – we pat ourselves on the back for being bigger than agriculture. Hello? If you wake up early enough to smell the coffee and listen to Farming Today on BBC Radio 4, agriculture is the last thing you’d compare yourself to. There’s often so much doom and gloom that it frequently makes the hard news that follows at 6am seem positively cheery. Perhaps I’m being unfair, but in order to make this point there’s some new research courtesy of the MPI Foundation’s UK Economic Impact Study. Yet how far did that fanfare spread? In my own completely unscientific survey none of the serious business people I’ve mentioned this research to have either heard about it or indeed seem to care about it.

Simon Hughes

They know that I’ll always defend my chosen profession. These are serious people and the “so what?” question they pose demands an answer. Not an answer based on odd comparators or “the survey says” numbers. They demand an answer that frames events as an integral part of the supply chain in UK plc, supporting sectors that they understand such as automotive and retail with creative solutions, innovative thinking and superior service delivery. There’d be more profit in that kind of profile.

Back the bid to ban lanterns Richard Limb, president of the National Outdoor Events Association, and a director at Capita Symonds, calls upon the events industry to ban the use of Chinese lanterns

id the earth move 4 UFO? Aliens wedding panic. This is a UK newspaper headline but guess what, not aliens but Chinese lanterns drifting in the sky. Now, I don’t want to be a spoilsport and, yes, years ago I have set off one of these lanterns – but we really need to stop them being used at events. The recent fire at Smethwick, West Midlands earlier this summer prompted the National Farmers’ Union (NFU) to ask again that these lanterns are banned. The National Outdoor Events Association (NOEA) agrees. The sight of these lanterns in the sky is very beautiful, as they gently float away commemorating a birthday, a loved one’s passing, a finale at the end of an event, but

do you really know the consequences of setting one or more of these lanterns into the sky? Did anyone check the wind direction and surroundings? Is there a pretty little thatched cottage up the road which could receive a direct hit? The damage to livestock that is caused by lanterns is frightening, even the so-called eco-friendly ones using bamboo instead of wire. No one could fail to be shocked when reading of how one cow that ate the wire was in constant agony with no known reason – she gave birth to her calf early and died in agony. A post-mortem revealed the wire from a Chinese lantern in her gut. Animals can also be startled by the unusual light, run into fences resulting in injuries and sometimes may have to be put down.

Do you know how to raise the event industry’s profile? Can you help Hughes and his plight? And, have you banned Chinese lanterns at your event? Have your say at www.standoutmagazine.co.uk

event 50 buyers 30-31 JAN 2014

Richard Limb

Glastonbury has banned lanterns at the festival and the rest of the industry now needs to be responsible and do the same. Suppliers, organisers, security firms, councils and health and safety advisors need to get behind the campaign with NOEA and refuse to have lanterns at any event they organise or are involved with. Perhaps if lanterns were classed as litter then anyone releasing them could be fined as much as £2,500, but ultimately lanterns should be banned as they are a danger to building, animals, marine life and you!

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Royal InteRnatIonal aIR tattoo

Sky master The annual Royal International Air Tattoo returned to RAF Fairford from July 20-21. Chris Murray, the airshow’s director of operations, talks to Stand Out and reveals how great events are the culmination of teamwork, effective communication and trusted supplier relationships

he organiser of the Royal International Air Tattoo has never been one to rest on its laurels – over the years, the Royal Air Force Charitable Trust Enterprises (RAFCTE) has tweaked the site here and developed the site there in a bid to deliver the very best facilities and content for avid aviation enthusiasts. The family audiences, which flock to Gloucestershire, and the army of military aircraft lovers have long established a rapport with the event, so to keep a loyal audience flooding back the organising team has to assess its offer on an annual basis. The Royal International Air Tattoo has been a staple in the aviation calendar for

InSIDeR KnoWleDGe: 235 – aircraft 130,000 – visitors 5,800 – metres of crowd barrier 9,000 – metres of security fencing 4,000 – grandstand seats 6,000 – metres of trackway

more then 30 years – it’s easy to see how some might get complacent. But not the Royal International Air Tattoo, and the 2013 event was not without its changes. Chris Murray, director of operations at the Royal International Air Tattoo, explains: “Over recent years whilst our attendance numbers have held steady we were aware that we were not getting as much repeat business as we had expected. That indicated to us that perhaps the overall customer experience was not as it should be.” Murray and his team reviewed the entire customer experience from the car journey to the entrance gates to the show itself and the departure phase – the poor weather experienced by the airshow team and visitors in the last five years also caused the organiser to examine resilience measures so that it could be confident in the customer experience irrespective of the weather. For 2013, the event introduced a volunteer team dubbed the Air Tattoo crew, drawing inspiration from the London 2012 games makers. Murray says that he was keen to replicate the initiative but in a distinct style. The airshow also introduced dedicated Service Stations within the show’s red, blue

the Royal International air tattoo is the world’s largest celebration of military aircraft

and green zones – at each station visitors found concessions, drinks, toilets, seating, shelter and WiFi grouped together. Murray comments that the reaction to the volunteer Air Tattoo crew has been superb with visitors calling the crew positive, friendly and proactive. As such, Murray is pleased with the initial feedback. The show developments appear to have been worth

the Red arrows and a Ba airbus a380 wowed air tattoo crowds by flying in formation

event

buyers 53 30-31 JAN 2014

Royal InteRnatIonal aIR tattoo

it – but again they were not the only change. New suppliers were brought in for 2013 too including M J Church, GL events Slick Seating and AA Event Assist. Murray continues: “Our waste management contractor – M J Church – their performance was outstanding and I have never seen the site looking so clean and tidy. Obviously, running an airshow on an active airfield demands high standards of control to prevent Foreign Object Damage (FOD) to aircraft. Their team worked tirelessly throughout the event and the two-mile long showground was as litter free as one could reasonably expect, particularly around the Service Stations where large volumes of customers congregated to eat and drink. Additionally, they recycled on-site and I am expecting an impressive increase in the volume of waste that was recycled. “GL events Slick Seating were also new to us and provided our grandstands in a notably efficient and safe manner,” he adds. “Whilst I am pleased with the performance of all our contractors who performed well, often in debilitating heat, a number are worthy of special mention: W E Audio, which provided a much-improved PA system; WDIT who, together with our volunteer IT team, provided our in-house e-ticketing solution, which was not only efficient but also provided real-time information of the numbers on the showground, and Trac Ltd who deployed our weather resistant trackway and whose speed of response was most impressive.”

large crowds were kept entertained by more than just aeroplanes

event 54 buyers 30-31 JAN 2014

the Royal International air tattoo has a vast two-mile long showground

Trac assisted the airshow team in laying ground protection prior to the event in readiness for bad weather – however, it was not needed. Instead, the organisers and contractors experienced sweltering heat during the show’s build. Says Murray: “We actually laid the trackway in the configuration that we would have done had the weather been poor. This enabled us to validate our planned layout for future years. Given the way the weather turned out we clearly did not need the trackway but we were comfortable with going to the expense and through the process to test our plans. “The weather played a considerable part in our planning especially as we approached the event and it became clear that we were

going to be blessed with some sunshine! We had invested in additional shelter on the showground for the public – irrespective of rain or sun – and this was well received. “The provision of free potable water was a serious consideration and we had to increase the provision of tankers from Water Direct, which did a fantastic job, to ensure that we had the resource on-site to replenish the public water stations whilst the tankers themselves were replenished off-site. Add to that the constant reminders to the public, both before and during the event, to dress sensibly and take the necessary precautions as well as making sure our medical services were equipped to deal with potential heat-related incidents, it is fair to say that an immense amount of careful planning took place to take account of the prevailing weather conditions.” But again, the show planning did not stop there – weather planning impacted on this year’s traffic arrangements. The show’s core traffic plan remained unchanged but, as part of its weather resilience plan, the team parked more visitors on concrete and this demanded the use of additional gates and a significant change to the latter stages of the strategy. Car parking contractor SEP managed the inbound and outbound phase of traffic and AA Event Assist was utilised for the first time, as part of the show’s external traffic management team. Yet another example of continual show development. Murray concludes: “Whilst the overall concept of our changes has been a success we do need to make some minor changes to layout in order to make the improvements even more effective and better direct footfall to meet the needs of all our stakeholders. “In this business you cannot afford to stand still and be complacent.”

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Furniture will rarely steal the show. Ice Magic usually does. Ice Magic is the ultimate solution for the event that has got to be stunning and different. Ice Magic brings a magic glow and warmth to each table, each setting, each event. And it can do this whether the event needs to be slinky, elegant and sophisticated or if it must hit the heights of funky, modern, young and rocking. The Ice Magic range includes elegant crystal clear chairs, individually lit tables, colourful lit dance floors and a range of accessories that can create the total mood and ambience for a private function, a product launch or a corporate event. Ice Magic. Very Cool. Very Hot.

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This feature is sponsored by Furniture On The Move Furniture

Touch of style The UK events industry is responsible for delivering a diverse range of events – it means that event organisers require access to a plethora of furniture ranges in order to create stunning environments for guests and visitors to relax in and enjoy. Discover the latest furniture ranges to come to market, as Stand Out showcases some of the hottest new looks Furniture on the Move has brought to market two new furniture items – the illusion range of Perspex tables from Germany is moulded to look like a draped tablecloth. it is also offering organisers the waterproof All Weather Floor Lamp, which is ideal for illuminating relaxed outdoor areas.

It’s all about the curves with this new Curved Sofa from GLD Productions. It can be paired with low level seating such as cubes and ottomans and is available in white. The seating is flexible, modular and made on a curve so it’s great for filling large event spaces. Simply place end to end to make a semi-circular seating area too.

the spring catwalks were full of pastel-inspired fashion – it appears that the trend has spilled over into the world of furniture. Greathire has added to its Philippe Starck range. it has introduced the One More Please and One More bar stool range to its portfolio, which are available in a variety of pastel shades.

Looking to create a traditional boozer for your next event? Ice Magic has this solid wood bar on offer with hand carved detail. Each section measures eight-feet in length and is available with a mirrored back bar, adding to the overall look.

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This feature is sponsored by Furniture On The Move Guests always need something to perch on – check out this bar stool from invisible Blue. it’s from the company’s new Paris range of poseur seating. Made from aluminium, steel and a special plastic, they are light and sleek – the seat’s ergonomic design is very comfortable and the stools are designed for both indoor and outdoor use.

Penny Banks has created this triple-walled High Back Sofa with in-built seat pads and large button detailing on the back panel. A clean, crisp and contemporary design, it’s perfect for creating a little privacy in a public space.

Thorns Group has introduced the market’s first cantilever dining chair. The Cosmo chair offers a contemporary and elegant design suitable for hospitality areas, feature areas and also conferences. This comfortable chair is available in black suede and has brushed stainless steel cantilever legs.

this new Aurora white bar stool and white bar units are on offer from Spaceworks. they were used for the first time at this year’s AeGOn tennis Championships in London. the white Aurora stool seat is positioned on top of a shiny metallic leg, which features a decorative pattern along the base unit.

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Social inSightS

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In 2013, The Boodles Classique took up residence at The Mere Golf Resort and Spa. Its organiser, White Events, explains the social media strategy behind the tennis event

he Boodles Classique is an exhibition tennis event – 2013 marked its first hosting at The Mere Golf Resort and Spa, which secured the contract to host the three-day sporting showcase. The Mere Golf Resort and Spa provided the right combination of location, setting and facilities to complement The Boodles Classique’s desire to rebrand the event as one of the most unique networking and entertaining events in the tennis calendar. Social media was identified as a strategic tool to build this awareness as well as act as a sales tool to ensure the event sold out. White Events, which runs Boodles Classique, and the marketing team at The Mere, together developed a social media campaign, integrating this with The Mere’s PR programme. News hooks were created about the well-known tennis stars that were attending, and tied communications around Wimbledon, taking place at the same time. Communications were developed to include headline-grabbing news such as: “We’ve got more Wimbledon champions at Boodles Classique at The Mere than there are at Wimbledon today!” New hashtags were created for the event including #tennislegends and #tennisgiveaways, alongside existing hashtags #classique and #boodlesclassique. On Facebook, give-aways were created to

event 60 buyers 30-31 JAN 2014

drive new followers, for which the dedicated hashtag #tennisgiveaways was used. The Mere supported all of the Boodles Classique activity via its own Facebook page as well as via its @lifeatmere Twitter handle. It also developed an online “diary” over the three days of the event to create buzz and excitement, engaging with guests and encouraging them to post their picture of the resort, images of the tennis players in action, as well as promote national and local press coverage as it came through. When the communications campaign kicked off to promote Boodles Classique at The Mere, Boodles Classique had 180 followers; this increased to over 485 by the end of the event. During the event, The Mere gained 20 new followers as well as received 30 retweets and 20 mentions. The

the Boodles classique utilised social media to inform tennis fans of the event’s new location in cheshire

Boodles Classique Facebook page jumped from 63 likes to a peak of 1,345, achieved with the announcement of Goran Ivanisevic at the event. Regular 2013 news received on average more than 600 likes. The Mere’s total reach on Facebook peaked at nearly 40,000 during the event. White Events’ Vicky Collins is tournament director of the Boodles Classique. She is convinced of the brand building element that social media delivers: “The social media campaign played a strategic role in extending the reach of our messages to a broader audience, and engaging with our target audiences more closely,” she said. “Feedback from the events sponsors was positive about creating a strong social network, which we know helped to drive the event’s success in 2013.”

White Events also used social media to ensure that the event sold out

COmpeTiTiOn Stand Out Thorns Group Competition Name .................................................. Company name ................................... ............................................................ Job title ............................................... ............................................................ Address ............................................... ............................................................ ............................................................ ............................................................ Email ................................................... ............................................................ Tel no .................................................. Nature of business............................... ............................................................ Return this coupon to: Stand Out Thorns Group Competition, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD or enter online at www.standoutmagazine.co.uk. n Please tick box if you do not wish to receive information from the competition provider.

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Win £150 worth of furniture hire

horns Group is one of the largest event equipment hire specialists in the UK. The company has the largest choice of event hire solutions across its four successful divisions – Thorns Furniture and Catering Hire, Camden Exhibition Services, Classic Technical Services and Thorns Support Services. Operating from three offices in London, Birmingham and Manchester and employing over 120 people, the team has vast expertise, experience and knowledge of the events and exhibitions marketplace. Over the last 59 years, Thorns Group has become a firm favourite at many leading sporting events, venues, corporate hospitality functions, weddings, high-profile events and countless celebrations, and every year, the group supply more than 5,000 events, at over 3,000 locations. Thorns Group work on projects of every size and complexity – from award-winning dinners for thousands to small-scale family celebrations for just a handful of people. Working closely with clients, each event is meticulously planned and Thorns’ intimate

knowledge of many of the leading venues and event sites is a key factor in its success. This September, Thorns Group will mark its 60th anniversary. It’s been a busy year for Thorns – it has launched websites across the group. In addition, the company has launched Classic Drapes – a specialist service to transform event, exhibition and conference space with a new Black Box draping solution. This offers a creative and versatile system for sectioning off theatre and seminar areas at conferences, exhibitions and corporate conventions. The new Black Box draping is already in popular demand, can maximise height, and provides a perfect backdrop for staging and themed areas ensuring that the visitor’s eye is drawn to the centrepiece and not distracted by the background. To celebrate Thorns Group’s upcoming 60th anniversary, this month one lucky Stand Out magazine reader can win free furniture hire or catering equipment hire of any item in stock up to the value of £150. Simply visit www.standoutmagazine.co.uk to enter the competition or fill in the coupon on the left hand side.

Terms and conditions: There is no cash alternative. There can only be one winner and the competition organiser’s decision is final. The prize entitles one winner to furniture or catering equipment hire up to the value of £150 only and excludes the hire of stock from Classic Drapes. The prize excludes any set up costs and transportation charges. Standard terms and conditions apply.

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We supply marquees of ALL types and sizes to suit every requirement and event. Ranging from our spectacular Big Tops to our beautifully formed Clearspans.

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EXHIBITION FURNITURE & DISPLAY EQUIPMENT

Eventex Furniture provide traditional and contemporary furniture that is designed to enhance any exhibition stand. We can offer a full range of service options leaving you to concentrate on making your exhibition the perfect marketplace for your clients. Please visit our website or contact a member of our sales team.

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PROVIDING WATER & PLUMBING SERVICES TO THE OUTDOOR EVENT INDUSTRY • Full plumbing infrastructure • Water delivered to site • Public drinking water • Water purity testing • Catering equipment hire

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HireServices Services Hire

Hire We Services supply a range of Espresso and We supply a range of Espresso and

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

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COMPUTER SOFTWARE

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CORPORATE ENTERTAINMENT

CATERERS

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

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

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

CATERING EQUIPMENT HIRE Event Services Group T: 08700 349 269 W: www.esgeventhire. co.uk 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

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CREW SERVICES 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

Connections is sponsored by

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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 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

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

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

CONNECTIONS EXHIBITION STANDS / DISPLAY

EXPERIENTIAL MARKETING

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

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

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

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

EXHIBITION TRAILERS SALE & HIRE 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

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

FMX Event Services Fenwick By-Pass, Fenwick, Ayrshire, KA3 6AW T: +44(0)1560 600271 F: +44(0)1560 600472 E: enquiries@fmx-ltd.com W: www.fmx-ltd.com 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 Strathmore Exhibition Trailers Ltd 342 Strathmore Avenue, Dundee, DD3 6RX T: 01382 816805 E: info@strathmore exhibitiontrailerhire.com W: www.strathmore exhibitiontrailerhire.com Tow Master Unit 5, Amber Court, Martland Park, Wigan, Lancs, WN5 OJY T: 01942 226633 E: info@towmasteruk.com W: www.towmasteruk.co.uk

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

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 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

Connections is sponsored by

Connections is sponsored by 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-onSevern, 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 Rio Lounge T: 0845 46 77483 E: hire@riolounge.co.uk W: www.riolounge.co.uk

The Event Hire Company Crown House, 855 London Road, West Thurrock, Grays, Essex, RM20 3LG T: 01708 335184 F: 01708 341909 E: customerservices@ tehcltd.co.uk W: www.eventhireonline. co.uk 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

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

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 LED SCREENS adi.tv Contact: Lauren Jackson T: 0800 592 346 E: info@adi.tv W: www.adi.tv Lightmedia Displays Mobile & Modular LED Screen Hire T: 0800 026 6644 E: sales@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 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 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 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: info@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 North Wales: 01758 713 100 24 Hour emergency line: 01565 760 032 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

Connections is sponsored by

Connections is sponsored by 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

RADIO COMMUNICATIONS

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

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

Pure Power T: 0845 257 2811 E: info@purepower.org.uk W: www.purepower.org.uk Star Power Generators Ltd 78 York Street, London, W1H 1DP T: 0845 8679373 E: sales@ starpowergenerators.co.uk W: www. starpowergenerators.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 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

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

PROMOTIONAL STAFFING

p 1SPEVDUJPO &MFDUSJDBM $POTVMUBODZ p $BCMF %JTUSJCVUJPO p $BCMF 3BNQT p (FOFSBUPST 3BOHJOH 'SPN ,7" ,7"

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p 4JUF 4BGFUZ -JHIUJOH Moorepeople Event Staffi Agency p ng 5FDIOJDJBOT

1st & 2nd Floor, 169 A High p Loughton, %SZ )JSF Essex, Road, IG10 4LF XXX UFNQMJOFMUE DP VL T: 0208 508 0555 &NBJM JOGP!UFNQMJOFMUE DP VL F: 0208 508 0666 5FMFQIPOF E: bettina@moorepeople. co.uk W: www.moorepeople. 29/7/08 11:01:26 AM 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

SOUND, LIGHTING & STAGING RKDO Unit 8H-8I, Hillborough Business Park, Sweechbridge Road, Herne Bay, Kent, CT6 6TE T: 01227 63 80 85 E: info@rkdo.co.uk W: www.rkdo.co.uk

STAGING & RIGGING 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 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 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 Multisec (UK) Limited 1 Station Lane, Old Dalby, Melton Mowbray, Leicetershire, LE14 3ND T: 01664 822857 F: 01664 822857 E: marklucas@multisec. co.uk W: www.multisec.co.uk 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

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 FMX Event Services Fenwick By-Pass, Fenwick, Ayrshire, KA3 6AW T: +44(0)1560 600271 F: +44(0)1560 600472 E: enquiries@fmx-ltd.com W: www.fmx-ltd.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

CONNECTIONS 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 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

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

Troxy 490 Commercial Road, London, E1 0HX DDI: 020 7791 9851 E: atif@troxy.co.uk W: www.troxy.co.uk

WASTE MANAGEMENT

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

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

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

Freedomes (UK) - Event Structures T: 0208 133 2588 E: info@freedomes.co.uk W: www.freedomes.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

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

TEMPORARY STRUCTURES

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

Stoneleigh Events Stoneleigh Park, Warwickshire, CV8 2LZ T: 0844 847 6685 F: 02476 696 900 E: sales@stoneleighevents. com W: www.stoneleighevents. com

TICKETING

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

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

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

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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The Event Medicine Company Ltd We can provide all your professional medical cover needs • Staff for all types and sizes of events • Doctors, nurses, paramedics, ambulance and first aid staff • Bicycle paramedics and ambulances • Medical escort and repatriation services • First aid kits and medical supplies provision Unit D, Central Estate, Albert Road, Aldershot Hampshire, GU11 1SZ, United Kingdom Tel: +44 (0) 1252 313005 E-mail: info@eventmedicinecompany.co.uk www.eventmedicinecompany.co.uk

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the stage is set Stand Out looks at the staging choices for small outdoor event and festival organisers. Plus, we look at some creative set designs Subscribe here...

inspiring location

inspiring venue

inspiring rooms

inspiring events

Venue

14927-asp-church-house-ad-pink(210x297)-1-1-090813.indd 1

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Venue Verdict Gold Standard Award

Gold Award Winner 2013

the year winner 2012

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