Car Park Party

Technical suppliers unite to present the ultimate drive-in entertainment experience to car parks across the UK – spearheaded by Coalition Agency Founder and CEO, Guy Robinson. TPi’s Jacob Waite goes behind the screens to find out more…

Hailed as a safe, socially distanced entertainment solution in the wake of the COVID-19 pandemic, drive-in shows have proven popular both in Europe and the UK, integrating concertgoers back into the live events realm during an uncertain summer. One such event is the aptly titled Car Park Party which, in partnership with The Comedy Store, Massaoke, and Horrible Histories Live on Stage, presents an American-inspired theatre, karaoke, and comedy experience at car parks across the UK.

During an incredibly difficult time for the entertainment industry where work is scarce, Founder and CEO of live talent company Coalition Agency, Guy Robinson, a stalwart of the sector having represented artists such as Nick Grimshaw, Greg James and Ministry of Sound – as well as owning music and entertainment brands such as Sara Cox presents Just Can’t Get Enough 80s, Jo Whiley’s 90s Anthems, and Ministry of Sound Classical – has cut the tape on the brand-new drive-in concept.

Based in London, Coalition Agency was preparing for a number of summer tours including BBC Radio 2’s Sounds of the 80s Tour and a brand new project called Club Tropicana, which was due to be at all the Rewind Festival sites across the UK, when the lockdown of live events was enforced. “As anyone in this industry knows, the COVID-19 pandemic has been a total disaster and has meant taking some very tough decisions with

the business including reducing staff numbers significantly,” Robinson said. “We didn’t want to sit on our hands and wait it out, so we developed Car Park Party to keep the wheels of the business rolling as much as possible.”

The idea came to the fore during a creative call at Coalition Agency HQ. “Following the crisis, news broke that there were car park raves held across Germany and mainland Europe, and that’s when we pushed forward with the project, partnering with The Comedy Store, Horrible Histories Live on Stage, and Massaoke,” Robinson reminisced. “Karaoke was the starting point of this project; we love James Corden’s Carpool Karaoke content, and thought it would be fantastic to replicate that setup in front of a live band.”

The result promised a “fun-filled experience”, showcasing Car Park Comedy, Car Park Karaoke and Car Park Theatre, for friends and family to enjoy. “The UK’s top comedic talent is supplied by the world-famous Comedy Store, with live music returning to outdoor venues in the form of a spectacular singalong concert from The Massaoke Band, all to be enjoyed from the comfort and safety of your own car.”

Speaking to TPi following two days on each site, delivering six shows across the weekend to a total capacity of 1,800 cars, Robinson was

overjoyed with the positive turnout over all the sites. In particular, he referenced a show at Henley-on-Thames, which was extended to three days due to popular demand and welcomed over 2,400 cars throughout the weekend. “Attendees only need to leave their cars to go to the toilet or visit the catering concessions, and shows were kept to an hour so that most could happily stay in their cars for the duration.”

Helping make the event a reality were a host of trusted technical suppliers including: ADI for LED screens; Event Traffic Control (ETC) for site management and car parking; Event Sound & Light (ESL) for sound and light; as well as PTL for toilets.

“With many concerts and festivals being cancelled or postponed over the coming months, Car Park Party provides not just an evening, but a whole weekend to look forward to, as well as jobs for those working in the entertainment industry during this difficult time where work is scarce,” Robinson explained. “We have longstanding relationships with most of the suppliers involved, all of whom are fantastic.”

As well as adhering to COVID-19 health and safety guidelines and procedures, such as disinfecting equipment and crew bubbles, social

distancing was a key focus from the outset. “The small team of crew were continued. “We didn’t take advantage of the crisis, paid as much as budgets truly respectful of that throughout the tour,” Robinson stated. “The toilet would allow, and all shows were delivered to the highest standard.” facilities were managed carefully, as were queues for catering outlets, and Of paramount importance, Robinson said, was the feedback from there was more hand sanitiser on site than anything else.” attendees. “Having put on events for 25 years, it’s very rare you get an email

The team were also careful to work with sites that have permanent or social media post of thanks, but not so with this,” he enthused. “We’ve licences in place and, for the most part, SAGS were supportive. That said, had so much positive feedback, thanking us for doing something fun during it wasn’t all plain sailing. “We had to cancel shows planned for Manchester such challenging times. It makes the sleepless nights worthwhile.” and Birmingham due to challenges by the Environmental Health teams,” After the enforced hiatus from events, the team were pleased to deliver Robinson recalled. “It was a huge pity to not be able comedy, theatre and live music to car parks across to go ahead with either of those shows.” the UK following the pandemic. “We’re incredibly

Robinson also explained that getting FM proud of what we’ve achieved, but we can’t wait to licences in place with Ofcom, despite being made be standing in fields again next summer,” Robinson easier with shortened lead times, was still a concluded. “While it’s been a great learning curve, challenge. “Asking customers to tune their radios and we are hugely grateful for the customers, accordingly kept us busy when the events were “While it’s been a great with whom fantastic new relationships have been running,” he recalled. “Despite mixed weather throughout, all the sites worked well and logistics, learning curve, and we formed, overall, we have lost money because sales fell short of expectations, and ultimately costs were largely thanks to extensive planning by Event Traffic are hugely grateful for the too high. That said, I guess we must have enjoyed Control, were flawless.” With the entertainment industry fast adopting customers, with whom it, because we’re back this December with Car Park Panto – you heard it here first!” virtual events in order to maintain social distance fantastic new relationships TPi and events becoming increasingly accessible to the masses thanks to the lower price point, Robinson have been formed, overall, Photos: Coalition Agency www.carparkparty.com sought to carve out employment opportunities for we have lost money www.coalitionagency.com events professionals who found themselves out of work and out of pocket. because sales fell short of www.massaoke.com www.horrible-histories.co.uk

“We ’re a truly entrepreneurial bunch at expectations, and ultimately www.thecomedystore.co.uk Coalition, and our motto is ‘none of us is as good as all of us’, so getting as many of our team and costs were too high.” www.adi.tv www.eventtc.com extended network back to work was important,” he Coalition Agency, Guy Robinson www.eventsoundandlight.com