Stand Out Magazine Spring 2021 by Cogent Multimedia Ltd

Spring 2021

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The BoaT Race • LapLand UK • The Game FaiR ToUGh mUddeR • KiLi Live • evenT JoBs • TendeRs

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EDITOR’S LETTER

SPRING 2021

ore than 90 per cent of UK festivalgoers feel confident about attending a live event this year, 83 per cent of people want to attend more events to “make up for lost time” and ticketing companies are reporting record rises in ticket sales. Ever since Boris Johnson released details of the reopening roadmap in England, positivity has shot through the roof. In fact, following the Government announcement, Eventbrite saw a 50 per cent increase in ticket sales overall. Similarly, The TicketSellers saw an immediate uplift in ticket sales too (95 per cent). These survey findings and figures are demonstrative of incredible customer demand and they are also illustrative of the incredible love that the great British public has for UK events and festivals. So, remember that when you are tweaking your event management plan for the fifth time because someone, somewhere, wants more detail. This year will be different and it will be emotionally draining but it will be worth it. As Steve Butcher, promoter of Chilfest, explained earlier this month; despite the financial challenges that have landed at his feet in the last 12 months, happy faces in a field mean more to him than money. Butcher is just one of the many events professionals we have chatted to in order to bring you this Spring edition. As well as an interview with the organising team of The Boat Race, we have talked to organisers and suppliers about the last year in business and plans for the coming season. Even if I say so myself, it’s an interesting read. There’s talk of acquisitions and frustration. But the resounding message is one of togetherness and hope. Events professionals are nothing but resilient. Great news then, because if the public are determined to come then we must be determined to deliver.

Cover image: Benedict Tufnell ROW360 for The Gemini Boat Race

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contents

15 Chris Price, event manager of the Oxford v Cambridge Boat Race, reveals all

20 Many events professionals

do not realise that the Government’s re-opening roadmap only applies to England. Event businesses in Wales face a different scenario

38 COVID-19 had a huge

impact on the industry. But it also gave some organisers an opportunity. James Gower, MD of The Game Fair, chats

44 Mike Battle, CEO of

Lapland UK, openly admits to having a relationship with risk. Discover what drove an independent hedge fund trader to give up his job and launch a Christmas experience

51 A broken ankle, COVID-19 and a heart attack. Steve Butcher, promoter of Chilfest, has not had an easy year. But he has bounced back

58 What does a global

business do when a pandemic

takes out every event in its event portfolio, one by one? Matthew Brooke, MD of Spartan and Tough Mudder UK, talks to Stand Out

61 TBA Group recently

acquired a majority stake in Top Banana. Here, TBA’s Guy Horner, CEO, and Richard Bridge, Top Banana’s founder, discuss the new alliance

64 Looking for a new job? Say hello to Event Jobs with Event Site Design and Stand Out www.standoutmagazine.co.uk

Event Buyers Live is a “great way to meet and

network with other industry professionals, the event is focused and relevant. A very well done is deserved to the organisation team for another fantastic event! Judgeday

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Buyers Live was an “Event excellent opportunity

to network and meet new suppliers. Alongside the great roundtable sessions, invaluable time was spent with fellow event professionals in an amazing setting Culture Liverpool

”

The place to “

Event Buyers Live is the perfect platform to help our company expand its network of support from both suppliers and other event organisers. Off the back of EBL our company is now looking into running a local festival, and we have had a huge amount of support from some of the suppliers about the idea. Event Buyers Live is just a great overall place to do business!

Making it a Success

”

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This was my first time at “Event Buyers Live and I

really didn’t know what to expect. I often find networking a little frustrating as it is now always very productive. This was refreshingly different, I found the organiser’s dinner just as useful as the supplier meetings Grace and Tailor

1 DEC 2021

”

Buyers Live is the “Event new wave of industry

networking. Not only is it a superb opportunity to meet all of the suppliers I’m interested in, it is also a great opportunity to meet my peers in the industry, share and learn from their experiences. I’ll be back! 20-20 Events

”

do business has shaped up to “beInawhat busy start to the year, it was definitely worth carving out a few days to attend! Some great suppliers were met, some even better connections were made, in a beautiful setting with great hosts! Wasserman

”

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Event Buyers Live has by far been the best networking event that we have ever attended, the staff were amazing, and it was very well organised. EBL is a must for all event organisers and suppliers Motorshow Events

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NEWS Public feels confident to attend live events in 2021, says new survey More than 90 per cent of UK festivalgoers feel confident about attending a live event this year, that’s according to a Festicket survey. The company surveyed 140,000 festivalgoers and found strong customer confidence. The survey found that 79 per cent of respondents would feel comfortable attending a live event this summer – between June and

August – with that number rising to 90 per cent when events in the final four months of the year were also taken into consideration. More than 82 per cent of fans said that they are planning to attend two or more festivals or live events this year – a statistic that reflects the huge demand for tickets since the roadmap was first unveiled.

Cuffe and Taylor launch WonderHall Cuffe and Taylor, organiser of Lytham Festival, has launched WonderHall, a six-day live music festival. WonderHall will take place within the grounds of Lytham Hall from August 25-30 and will comprise a mix of major headliners and picnic-style concerts. Peter Taylor, director of WonderHall, said: “WonderHall is a completely new concept

for us and one that we hope will be a great success. Final plans are currently being put in place to bring an exciting and eclectic mix of fantastic headline artists who will appeal across age groups and we can’t wait to announce who they are.” The announcement comes as the decision was taken to postpone this summer’s Lytham Festival until 2022.

Festival Republic joins Government’s pilot events programme with Sefton Park gig On May 2, Festival Republic (FR) will host an outdoor gig at Sefton Park, Liverpool. It is the latest event to join the Government’s Events Research Programme to get large audiences back to live events safely this summer. Researchers on site will examine the movements and behaviour of the 5,000 crowd. The audience will not be socially distanced or required

to wear face coverings. They will be required to follow Government guidance on the use of face coverings when travelling to the venue and adhere to rules set out by FR. The information gathered from the event will form guidance, which will be crucial to how all venues could operate safely this summer. Evidence is expected to be published at the end of May.

The Government has updated guidance on the Additional Restrictions Grant (ARG) to specifically include events businesses. Laura Davidson, who launched Goldenvoice in the UK for AEG Presents, has launched a live services consultancy called AMIGAS. Wembley Stadium has been granted permission by Brent Council to host up to nine additional major nonsporting events per event calendar year. Site Event has launched Indicate, a mobile app designed to manage toilets at large-scale events. Sunbelt Rentals has appointed Graham Dames, as business development director for Event Infrastructure Solutions. The founders of Mustard Media have launched Velio, a three-day biking festival taking place in September at Cholmondeley Castle. ecolibrium, the UK charity tackling travel emissions in the live events industry, has launched an app to help artists and events tackle travel impacts.

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EvEnt tEndErs and contract wins

Time to pitch Image © Birmingham 2022

Birmingham 2022

Looking for new business opportunities? Check out the latest event tenders and contract wins The City and County of Swansea has issued a number of special events tenders, including portable buildings and plant hire. A three-year tender (with a two-year option) has been issued for portable building hire. The tender has been divided into lots. The deadline for this tender is 12pm on April 30. Furthermore, the council is also looking for plant hire providers. The deadline for this tender is 12pm on May 7. Email procurement@swansea. gov.uk for both tenders. Portsmouth City Council is seeking to appoint operators to provide food and drink catering units/stands for

outdoor events in 2021. The deadline is 12pm on May 7. Email procurement@ portsmouthcc.gov.uk Worcester City Council is inviting proposals from suitable suppliers of traffic management, stewards, security and first aiders for the Worcester Show. Email procurement@worcester.gov. uk – the deadline is 12pm on April 30. In 2020, the BFI London Film Festival launched an XR and Immersive strand – LFF Expanded. The BFI plans to construct a temporary immersive exhibition for the duration of this year’s festival.

Therefore, it has issued a tender, divided into two lots, for exhibition build and technical production and management. The deadline is 12pm on May 4. Email lauren. richardson@bfi.org.uk Dunstable Town Council is inviting expressions of interest for the design, supply and installation of an outdoor Christmas lighting exhibition/ show. Email lisa.vincent@ dunstable.gov.uk – the deadline is 5pm on May 14. Birmingham Ceremonies has won the contract to deliver the opening and closing ceremonies of Birmingham 2022.

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The BoaT Race

Row with it A new location, a female umpire and a number of COVID-safe measures; this year’s Oxford v Cambridge Boat Race comprised a few new additions

Images © Benedict Tufnell and Lucinda Douse

eginning a new job, leading the events team of a revered sporting event, steeped in tradition, is a daunting task. Every step and change you make is watched carefully. However, when that cherished event will be “different” because of COVID, it’s easier, right? When you’re forced to make changes, your actions cannot be compared to what’s gone before. Therefore, is the pressure to deliver any less? Chris Price, event manager of The Boat Race, is a new face on the block at Boat Race HQ. He started his new role in November, knowing when he accepted the job that The Boat Race would have a different look and feel. The Boat Race would not take place along the banks of the Thames and there would be no buzz from thousands of spectators. “I had a blank piece of paper and I had two weeks to write an event management plan,” Price explained. “When I started the job, I knew that The Boat Race would have a new location. There was an agreement in principle with Cambridgeshire Council about using a stretch of river. But that was it.”

Cambridge celebrate

Price picked up the briefing notes and cracked on, quickly writing an event plan to satisfy the safety advisory group and Public Health. “Everything was new,” Price continued. “There were certain traditions that we had to try and keep; key boxes needed ticking.” Reassuringly, Price was not being judged. It was widely accepted that this year’s men’s and women’s races between Oxford and Cambridge Universities were going to be vastly different. Everyone was just extremely happy that the event was going ahead. The rowers that had trained for two years could take to the water – just on the River Great Ouse in Ely.

Stay safe – stay away

Initial meetings centred around where The Boat Race and the BBC could site their respective infrastructure. Then, as lockdown restrictions got worse, the organising team had to think carefully. Price added: “Athletes were training in their bedrooms. We had to get them on the water.” With support from the Department for Digital, Culture, Media and Sport, this was achieved – the event was hosted under “elite status”. Price and his team had to follow the Government’s

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The BoaT Race

The Boat Race

Elite Sport Guidance for Domestic Competition. No spectators were allowed. This was tricky, as it meant that a six-kilometre stretch of the river had to be closed to the public. What followed was a large comms campaign, telling the public to “Stay safe. Stay away”. “We had no legislation to stop people from coming so Cambridgeshire Council issued a directional notice to close the area under the Health Protection (Coronavirus Restrictions) Regulations. It gave us the legal powers to remove people but hardly anyone turned up.” The comms had worked, which was great, as potential crowds/spectators was one of the biggest challenges. Another big challenge was the ever-changing scenario of COVID. Plan and adapt According to Rob Walley, MD of Controlled Events, the event’s COVID-secure arrangements, established with JP Event Safety, meant that the physical co-location of all functions and agencies was impossible. Traditional event liaison team meetings throughout the day were not possible either so conference calls and information sharing via a log – recorded by Controlled Events – became all the more important. Controlled Events provided The Boat Race with event control room management and

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event wide radio, alongside 2CL. This was paramount on the day, as the area was monitored closely. Smooth running was essential. Everyone had waited so long for this event to happen – it had to go without a hitch. “The events footprint was vastly different,” Price explained further. “Temporary infrastructure was installed for Oxford, next to Cambridge’s boat house. The boat crews and coaches were contained separately. They had their own bubble. “We restricted numbers, umpires had dual roles and we had limited media.” Everyone on site was accredited daily. Everyone signing in on site had to declare they were symptom free, fill out an opt in form and sign up to the site rules. Athletes were tested for COVID but contractors and crew were not. Communication and flexibility was key. Price concluded: “The events industry is always going to be adapting,” Price said. “The quicker you can adapt, the quicker you can put a plan together but the event plan that we just used is no good to anyone else. “I am now working on plans for next year but there’s uncertainty around location. We’re looking at alternative routes. For now, given the limited number of events that are happening, I am just proud that we were able to deliver the event, and that no one turned up.”

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Wales

National Eisteddfod

Same storm… different boat Many events professionals do not realise that the Government’s re-opening roadmap only applies to England. Event businesses in Wales face a very different scenario. Here, 2Can Productions and SC Productions, both active members of We Make Events Cymru, discuss challenges

hen the Government announced details of the reopening roadmap, including the creation of an Events Research Programme, events professionals breathed a sigh of relief. It was the news that everyone had been waiting for. There was light at the end of a tunnel. However, for events businesses in Wales the news was a doubled-edged sword. Welshbased event businesses can now work with English clients to get events going but Welsh event organisers are simply not permitted to let their events go ahead. Matt Davies, director of 2Can Productions, explained: “One of the big challenges we face in Wales is the general public assuming announcements by UK Government to relax restrictions applies to Wales. A large majority

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of public still remain unaware that there is no re-opening date set for Wales. In Wales, the prohibition on any form of gathering or live performance still remains in place. “I have had conversations with potential new clients in Wales who didn’t realise the relaxing of restrictions only applies to England. One of those clients is now looking for a site in England to hold their event instead of doing it in Wales. “To give you an idea of the difference between where we are in Wales compared to England, we are now starting to look into the possibility of running our first test events with capacities of 250, hopefully in May.”

It’s a gamble

2Can Productions is a Cardiff-based production company that specialises in site management and operations. Davies is an active member

Wales of We Make Events Cymru, the Welsh leg of the central We Make Events campaign. Sarah Hemsley-Cole, director of SC Productions, is lead co-ordinator for We Make Events Cymru and a self-described “irritant”, as she won’t tow the party line. She continues to fight for Welsh events professionals and larger test events. She commented: “The Welsh Government is more determined to take a careful path. Our First Minister is cautious. He has said that if we show him evidence that events can be organised safely then he will move the threshold. “We are partitioning to get larger test events going but test events are very different in Wales. All we have to do is get a certain number of people together, with social distancing measures, organise an event safely, using existing measures such as Trace and Protect, and check it against guidance. “In the UK, the experiments and test events are quite different and yes, it’s frustrating that we [Wales] cannot go quicker, but it’s a gamble and they [Welsh Government] do not want to take that gamble. Until the pandemic is over, it will not be known which Government took the better path.”

Big differences

Davies said that We Make Events Cymru has been working tirelessly on lobbying Government for a number of asks, including an extension to the furlough scheme, sector specific funding, a route map for the reopening of the industry and a Government-backed insurance scheme. Furthermore, Davies and Hemsley-Cole also sit on the Welsh Government Events Task Force sub-group, which is looking at the delivery of a test event programme within Wales. Hemsley-Cole added: “Having a devolved Government gives us [Welsh event businesses]

Matt Davies

closer access [to MPs and politics] but when you have the Welsh Government talking about test events with 250 people and UK organisers talking of festivals with 20,000, it’s so far apart that you don’t know which is right. “I was at a meeting the other day. There were 10 of us, spaced out, far apart, and you think how can we talk about having 60,000 in a field in August when we’ve got 10 people around a table in March and there are conversations about who can touch what?”

Cautious approach

Hemsley-Cole believes that Wales will lose out on a lot of content this summer because of the Welsh Government’s more cautious approach to COVID-19. “There is lots of work that can be done within the parameters that we’ve got but we’ve just got to be allowed to do it. “We want to get back to work but we also don’t want to compromise the safety of those around us.” Davies agreed but is concerned that it will be a long time before the events industry in Wales sees profitability again. He said: “It is impossible for Governments to know for sure how the future may pan out so I totally get that a date-based roadmap could give false hope. However, in my opinion, a target-based plan, clearly identifying where the infection rate needs to be to enable areas of the sector to re-open would have been extremely valuable to enable businesses to plan for the future.”

Looking to the future

The last live event that Davies and his team worked on was in February 2020 – a gig in a cave at Bounce Below. It was a challenging event due to its location. At the time, 2Can had no idea it was going to be the last form of

Sarah Hemsley-Cole

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Wales

Roald Dahl’s City of the Unexpected

live entertainment that it would deliver for the foreseeable future. “Our 2020 calendar originally consisted of 18 outdoor and six indoor events,” Davies continued. “Initially, nine of these events cancelled and the remaining 15 postponed until 2021. We are currently in a position where out of the remaining 15 events, five of them have postponed until 2022, five have cancelled, two are taking place but in a virtual format and the other three, which traditionally take place in the winter, are yet to announce their plans.” SC Productions is looking forward to the summer and is contracted to Coventry City of Culture, Bloodstock and Creamfields. The company has also recently launched Advance, an online show management portal that gives organisers detailed, real-time management over their site advancing, artist advancing and accreditations, along with health and safety inductions and COVID safety protocols. Similarly, Davies and his team have spent the last year designing and building an eventspecific cloud-based contractor management and health and safety induction portal, which it will be rolling out across all future events, as well as making it available for stand-alone hire. He said: “I am, as ever, optimistic that over the next 12 months the industry will begin to recover. I fear it will be a very slow process for

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Image © Dan Green

the foreseeable future, until restrictions are either heavily relaxed or removed altogether, and the confidence within the industry returns, but I remain hopeful that contracts will start returning and planning for 2022 events will commence later this year. “It is going to take a few years post-COVID for 2Can Productions to recover financially, so the immediate plans are to build the company back.” Davies added: “But I can honestly say that throughout the extreme highs and lows over the last 12 months I have felt a huge sense of community and coming-together among the live event industry as a whole. On a personal level, I know this year has been made a lot easier to navigate knowing I had a support network around me made up of many colleagues, suppliers and clients. What an amazing supportive industry we are a part of.” Hemsley-Cole concluded: “These last 12 months have made each and every one of us learn what’s important. We do need to think of our own welfare. Is it right that everyone flogs themselves in a summer season? I think welfare will be a huge issue because when people get back in a field it will go nuts. “As an industry we will need to reflect on how we move forward. It’s going to be tricky, but we’ll plug away.”

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Insurance

Give industry financial security Image © Danny Howe/Unsplash

No insurance = too much risk

As organisers cancel their events because of no Government-backed insurance scheme, others press ahead and hope for positive news. Tim Thornhill, director of Tysers, talks to Stand Out

t’s depressing when you see a steady stream of organisers announce the cancellation of their events/festivals. In recent weeks, Belladrum, Bluedot and Shambala have all announced that they will not be going ahead – all cite the lack of a Government-backed insurance scheme. No insurance = too much of a risk. It’s a shame, as it would not take much from the Government to ensure that events and festivals – with a local and regional economic impact of £850 million – could take place this summer.

Tim Thornhill, director of Tysers, has spent the last few months lobbying Government on such an insurance scheme, following the company’s successful role in pushing through a Government-backed Film and TV Production Restart Scheme for the film and TV industries. A similar policy for events/festivals would restore confidence in the battered sector and encourage event and festival organisers to plan for 2021, and beyond. Thornhill explained: “The maximum exposure that the Government would have to put in to put a scheme in place for live music and festivals, for a full year, would be in the region

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Insurance of £250 million and that would be insuring around £1.1 billion of festival and live music costs.”

Financial security

According to reports in City AM, the Government has put a compensation scheme in place, capped at £300,000, for pilot events taking part in the Events Research Programme. But alas. No scheme has yet been confirmed for the wider events industry. And if one is to be approved, Thornhill hopes that it would be developed concurrently alongside pilot events rather than after they have taken place. That’s because getting the structure right of any such scheme would be crucial. “If no scheme is put in place, organisers won’t commit to costs with a gaping hole in their policy, that gaping hole being COVID. “People are not going to put their livelihoods and houses on the line to run an event if they don’t have the financial security of an insurance policy when there’s the risk of it not taking place,” he added.

Saturated September

According to Thornhill, the general public do not realise that many live events will not go ahead if they do not have protection. He argued that enormous pent-up consumer demand for tickets, and news of festivals selling out, may have given some within Government the perception that everything within the industry was going to be fine. What is certain is that a delay in announcing such a scheme will have consequences for the supply chain. Also, “saturated September” – because many organisers are moving their events to later in the year – may see suppliers being pushed to the limit and demanding new terms and conditions. Thornhill continued: “There are a number of pro-active civil servants and MPs who are working with the live events industry and giving us support. “We’re making progress but it’s taking longer than we had hoped. This has been more of a difficult ask for the Government. And I can understand their concerns and that’s the lack of control that live events have with audiences compared to a closed film set. They are a different animal but that’s not to say that our industry should suffer.” He continued: “It is safe for events to go ahead and if we can prove that safe events can take place then why not have a Government insurance scheme in place. It’s often said that the scheme is the last piece of the puzzle but it’s not. It’s the first.”

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Tim Thornhill

Thornhill explained that the insurance scheme may not even need to be used and so it would sit as a liability on a balance sheet. Moreover, it would kickstart the industry and the economy and that is paramount.

Things will change

Like many businesses, 2020 was a challenging year for Tysers. With not many events to insure, but a huge amount of work in terms of sorting out claims, thoughts now turn to 2021 and beyond. “The claims piece has been a mammoth task. We had unprecedented levels of claims. In total, we paid over £ 250,000,000 in claims, that’s over 320 policies in 64 countries. We haven’t been insuring any events and we haven’t been able to attend events, which is what we like to do.” Instead, Thornhill and the Tysers team have had lots of conversations with the wider industry. They hope that those conversations will turn into good and safe events. “I am optimistic,” Thornhill concluded. “I see lots of pent-up demand, some changes to the nature of how events run and operate, there’s likely to be testing; things will change. “But looking to 2022, I am hoping for a full year of live music, sporting events and inperson business events.”

Safe reopening advice

Image © Mika Baumeister/Unsplash

Will COVID testing be the “norm”?

Safely does it As the events industry prepares for a compact season of events and awaits the outcome of the Government’s Events Research Programme, Stand Out looks at some of the events guidance that is freely available

he organiser of Edinburgh International Festival (EIF) has confirmed that the performing arts festival will take place in the Scottish capital this summer. But not in its usual format. Instead, the festival is heading outdoors and is using three bespoke temporary structures to ensure that socially-distanced audiences can enjoy live performance once more. It is just one example of some of the measures being put in place to safely host artists and audiences. The EIF organising team is working with stakeholders to implement appropriate COVID safety measures. These include shorter performances with no intervals, physical distancing, regular cleaning and contact-less ticketing. Similarly, the GSMA, organiser of Mobile World Congress (MWC), has shared details of its health and safety plan – called Committed Community – for MWC21 Barcelona (June 28

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– July 1). The plan takes a layered approach and is designed to create a safe environment for visitors, exhibitors and contractors. Layers include frequent on-site testing with Quirónprevención, contact tracing, touch-less environments, re-vamped catering, occupancy monitoring and increased medical staff. Testing will be “the norm” The Committed Community plan relies on everyone involved in the show contributing to a safe environment by complying with testing protocols, updating results every 72 hours, and completing daily health questionnaires in the My MWC app. Josh King, founder of Dependable Forces, which offers event safety services, including COVID-compliancy training, says that rapid testing is going to “become the norm”. Dependable Forces has been working with Amazon Prime, Amazon Music and Tobacco Dock to provide on-site rapid testing to ensure

Safe reopening advice businesses, venues and events can reopen and run in a way that is safe, compliant and COVIDsecure. Including social distancing measures. King continues: “Social distancing is here to stay – crowds will have to comply and adjust. If you want to reopen a venue, you’ll need to think about any environmental strategies to reduce contact, queueing and congestion. Floor lanes must be marked. Signage should support it. You may have to limit close seating or erect screens between them. Unfortunately, capacity will suffer, which means ticket prices could rise.” Set a benchmark Currently, the events industry is pinning all hopes on a raft of successful pilot events, as part of the Government’s Events Research Programme, to help set workable guidance that events professionals can use as a benchmark. The pilot events will incorporate research studies to gather evidence on the risks associated with coronavirus transmission, the characteristics of events and surrounding activities and the extent to which mitigation measures can effectively address these risks. The 2021 Carabao Cup Final (Wembley Stadium) on April 25 between Manchester City and Tottenham Hotspur is one of the first confirmed pilots to go ahead. The stadium will host 8,000 fans, who must all undertake a lateral flow COVID-19 test 24 hours prior to attending the event, and prove it is negative, and then take a test five days after the game. Free guidance The Department for Digital, Culture, Media and Sport (DCMS) and industry will be watching closely, particularly as organisers of large-scale events wait to see if they can safely reopen in line with step four of the PM’s roadmap.

Will social distancing remain?

Events professionals have expressed concern that any guidance published by the research programme – potentially at the end of May – will be too late for some events and festivals. But most event safety experts would urge taking a common sense approach to managing risk, with strong communication at the heart of any COVID-safe plan. Recently, the DCMS has published events guidance for local authorities, which aims to provide councils with clarity on the rationale for permitting events at step three and four of the reopening roadmap. Importantly, the guidance clearly states that local authorities should not issue blanket bans on events going ahead and that events should be assessed on a case by case basis. Councils should assess each event individually, looking at the risks and the social/ economic benefits side by side. A new interim briefing has also been published to provide support and strategic direction for festival organisers in the planning of festivals until the results of the Government’s research programme are published. The document builds upon planning considerations published last year on the Purple Guide website and is again produced by leading practitioners from the festival industry, who continue to work in collaboration with the DCMS and Public Health England. Furthermore, the Events Industry Forum has published a new version of its COVID guidance for outdoor events, UFI has published a third edition of Good Practice Guide: Addressing COVID-19 Requirements for Re-Opening Business Events and Symphotech has shared its Recover and Reopen webinars on YouTube. Together, these guides provide events professionals with a tranche of information that can be disseminated and applied accordingly and will help organisers to navigate the compact events season that lies ahead.

Wembley: Caraboa Cup Final

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Food and drink

Food for thought What can organisers and caterers do to smooth out pinch points on-site and ensure food and drink areas run smoothly?

t is safe to say that until the Government issues any specific guidance once its Events Research Programme has taken place, event organisers will be making “educated assumptions” as to what measures will need to be included in an event management plan and what will appease SAGs and Public Health England ahead of step four of the Government’s reopening roadmap. Many organisers are hoping to open their events at full capacity, others are planning to reduce numbers and increase the size of their event site. What seems clear is that space will be at a premium and every organiser will need to think about the additional space they need. This is particularly relevant to food festival organisers or organisers of events/festivals with large food courts and bar areas. How do you plan to operate your food and drink areas and reduce queues, especially if social distancing measures are still required? It’s an interesting point and one that organisers and site designers are currently tackling, as June 21 fast approaches. Rupert Bassadone, head of operations at WOMAD festival and founder of Event Site Design, is currently working on a range of site plans, including WOMAD and Brand Events’ Pub in the Park. In terms of planning, operations and site design, bars, food courts, concession areas and hospitality/catering are just one area of concern. Careful planning is absolutely paramount. At Pub in the Park, for example, the awardwinning pop-up kitchens are usually flanked by feature areas. Assuming that social distancing measures will exist when Pub in the Park opens its gates, queues will be longer so Bassadone must devise a site plan with more space. Brand Events plans to operate Pub in the Park with a much larger footprint, increasing circulation space by up to 50 per cent. The organiser does not want pinch points. Hence, Bassadone is working on a plan. He explains: “At Pub in the Park, there are normally seating and grazing areas opposite

Image © Micheile Henderson/Unsplash Food courts: Careful planning is key

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Food and drink

Eat to the Beat in action

each restaurant. This year, we are pushing them further away. It goes against an organiser’s instinct to create atmosphere and intimacy but it’s important to make people feel better if they have space and feel that they have space. “But you also have to look at what causes the queue. If there’s not enough space to queue, can we make the queue go down faster? So, we’re looking at food and beverage operations and whether we can speed them up. Is there a certain menu item that can be prepared quicker? Thought needs to be given to more than just footfall.”

Practical approach

Some organisers, such as Nick Love, who is running events at Colebrook Park, are choosing to adopt food and beverage apps, which send a message to a customer when their order is ready to collect. A collection system reduces transmission amongst staff and uses less staff than a table service model, Love says. Param Kanabar, CEO/founder of NOQ, is in agreement. NOQ is an app that allows customers to scan a QR code, check out vendors, pre-order food ahead of time, order for on-site delivery or order for collection. NOQ notifies the customer when an order is ready, meaning customers spend less time queuing and more time enjoying the moment. NOQ, a preferred supplier of NCASS, wants to provide a tool for vendors to reach their customers and Kanabar wants organisers to benefit from efficiency and increased sales. But what can caterers do? Global Infusion Group (GIG) and Eat to the Beat have looked

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at measures that they could take to minimise contact and implement social distancing. Mary Shelley-Smith, global operations director at Eat to the Beat, explains: “Where an on-site kitchen was required, we changed the traditional shape and went longer and narrower to assist in ensuring a two metre distance. We also added kitchen trucks to increase food prep and cooking areas. We used hotboxing for more projects than usual, something that we do a lot of in the film and TV sector. This means the food is prepped and cooked at our own kitchen facilities and can then be delivered contact-less to site. Creative menu planning ensures that we serve dishes that travel well.” Bonnie May, global operations director at GIG, had a lot of experience in 2020 of operating within COVID-safe measures. She says of her experience: “Our biggest learning from the last 12 months has been that experience and resilience can get you through absolutely anything! “Our reputation is built on delivering delicious food in all manner of weird and wonderful places. Adapting to the pandemic was no different to tackling an event in the ice fields of Outer Mongolia. It required the same problemsolving skills and creative thinking but within different parameters. Rather than how do we get kit, people and ingredients to X, the challenge was how do we minimise contact wherever possible but still deliver the same level of service and high-quality food.” May concludes: “When you break it down and approach it practically it’s not as daunting as you think.”

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The Game Fair

Opportunity knocked COVID-19 had a devastating impact on the events industry. But it also gave some organisers an opportunity to pause and look at their business. Read on, as James Gower, managing director of The Game Fair, reveals all

“I

have been working in the events industry for 30 years and have experienced some tough times but nothing like this,” says James Gower, managing director of The Game Fair, the annual outdoor event that celebrates the countryside. “We left our offices in February last year to give working from home a trial run but we never returned.” Gower is talking to Stand Out about all things Game Fair, including the last 12 months in business. Whilst hard and heartbreaking, the pandemic presented Gower with an opportunity to make some changes. Now, The Game Fair is based in shiny new offices, which are in fact an old stable block, in Hertford’s Panshanger Park, and the organising team are back at their desks, planning for The Game Fair 2021. “The workload is suddenly dramatic,” Gower continues. Not least because Gower has just

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purchased a new show – the Game and Wildlife Conservation Trust’s Scottish Game Fair. “After 37 years of running the event, the trust did not want to take the risk of running the event,” Gower adds. “I was worried that if they didn’t run it then someone else would, so we have taken it on permanently.” According to Gower, event businesses have either taken advantage of COVID and grown through acquisition, have sat tight and mothballed or have disappeared altogether. The Game Fair paused but it “never stopped”, he says. In fact, Gower explains that COVID-19 was a moment to pause and analyse the business. What changes could be made and what needed to be done? “If it wasn’t for COVID it was something that we would never have done because we wouldn’t have had the time. “In 2020, I restructured, invested in technology, accelerated our website, moved offices and brought in a new board of

The Game Fair directors. Richard Hease has joined us as chairman and Future’s Jonny Sullens sits on the board too. Plus, we have taken advantage of the Government’s Kickstarter scheme and we have employed two new event assistants.” He continues: “We’re starting the season from a good position. When we announced in 2020 that The Game Fair would not be taking place, most of exhibitors rolled over their bookings and when the reopening roadmap was announced in February we got more calls. Now we’re on track to deliver our event at Ragley Hall in July.” However, Gower says that not all organisers are as optimistic as he is. Many – particularly county shows and associations – appear more cautious. Their nervousness does not help the wider industry, Gower states. He explains: “If a county show says that it is not running, exhibitors think it’s because they are not allowed to. It spooks them. So that’s a PR exercise that we have to deal with on a regular basis. It doesn’t do the industry any favours. Except we’re picking up new exhibitors because of it.” Gower and his team are currently assessing management plans and site designs to ensure that visitors, exhibitors and staff feel safe on site. The event site is being made 10-15 per cent larger and Gower is also having to assess his supply chain and source new suppliers, as some have committed to work in new sectors. He continues: “The pandemic gave me an

opportunity to expand. As organisers, we roll from one year to the next. COVID forced me to have time off and to look and so I must remember that what I now have is a good result, it’s a good outcome. “The last year has also shown me how deep I can dig. I have more resolve than I thought. My business partners decided they wanted to run a different course so I restructured. The business is now more agile. “Now I am simply looking forward to opening my shows and working with my team.” The Game Fair will take place at Ragley Hall from July 23-25 and the Scottish Game Fair will run from September 24-26 at Scone Palace.

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ETMS

Gerry Kilsby

Back to business As the events industry awakes from difficult economic times, now is not the time for opportunistic behaviour. Gerry Kilsby, chairman of Exhibition Traffic Management Services (ETMS), talks supply and demand, rates and collaboration

ith imminent retirement in sight at the start of the pandemic it would have been tempting to have thrown in the towel a year ago. But I never gave that option a moment’s thought. Instead, reinvesting in a business that has served me and my loyal staff very well for more than 33 years was the only way forward. Having been through many ups and downs and knowing the events industry to be resilient and robust, I had no hesitation in continuing to look forward to the reemergence of this industry we all enjoy so much. The alternative was unthinkable. Here, at ETMS, we never doubted that the industry would get back on its feet – albeit

slightly later than we had hoped. We have used the downtime to revisit systems, procedures, training, and to address ongoing COVID-safe working practices. Our diary and event calendar from June onwards, more than vindicates my decision. However, it does already create the age-old seasonal problem of supply and demand – only this year, with bigger spades. With many events deferred to later in the year, the summer months are already becoming something of a jam for suppliers, and I am sure venues too. It is a great problem to have and one that we all should embrace. Now it is just a matter of how it is managed.

Focus on service levels

Staffing events during busy periods is nothing

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ETMS new to us. Clients and their events demand good management, so it is not just a case of “throwing” staff at an event. Craft, knowhow and experience are everything, as is communication. Hence, it is vital that suppliers don’t just chase revenue but rather focus on service levels and performance. Scheduling and immobilising the “troops” are not an overnight exercise. Typically, in a busy month, ETMS can manage 15-20 events, ranging from the need for two or three staff to one hundred or more. That amount of planning and plotting starts months in advance and is fine-tuned daily, as each event approaches.

Don’t be afraid to say “no”

Event organisers have a vital role to play. The pandemic has thrown up many challenges, with some organisers unable to commit to an event or festival. As a result, many events are still “on hold” or in various stages of progress, if not limbo. However, the need for early contact, advice and commitment by a client is central to the planning process. More than ever a collaborative approach to planned events is essential. Service providers need to be measured in their planning and decide what they can handle without compromising service. Taking on more than is realistically “do-able” will be counter-productive and does the industry no favours. My advice is the same now as it has always been – if you feel you can’t meet client’s expectations, don’t be afraid to say “no”.

Not a time for opportunism

Finally, a word on rates. It has been widely broadcast that “staycation” rates have gone through the roof. In my opinion, supply and

demand should not equal “get rich quick” or “grind the price down” so as to recoup losses in one foul swoop. During the commercial vacuum that COVID has created, base costs such as the national and London Living wage, employer’s NI and statutory pension contributions, have all increased. However, when considering rates for the “new season” everyone on both sides of the commercial fence needs to consider such uplifts, whilst remaining mindful that this is not a time for opportunism! It is vital that the events industry works together on all these challenges and for those businesses that come out on the other side in reasonable shape, to be thankful that they are still in the game and look to a bright longerterm future.

ETMS in action

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LapLand uk

Risky business

Lapland UK

Mike Battle, CEO and co-founder of Lapland UK, openly admits to having a relationship with risk. Read on and discover what drove an independent hedge fund trader to give up his job and launch an immersive Christmas experience

Mike Battle

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ot every event professional or business owner is comfortable with taking risks but for Mike Battle risk is accepted and unavoidable. It’s partly why he felt comfortable ending his long-standing career as a hedge fund trader to create a “purpose-driven business” that “honours childhood”. The other reason is because he felt there was a significant gap in the market for an experience that did not deliver “a poor representation of Father Christmas”. “I was an independent hedge fund trader for 20 years, but creativity poured out of me,” Battle explained. “My job meant that I was used to risking money and I had an unusual appetite, a fun relationship with risk.” Battle, MD of LUK Events, trading as Lapland UK, put his “proverbials on the line” to produce a Christmas experience that would overshadow the competition. He continued: “My wife, Alison, and I have four boys. At Christmas we would go out in search of Christmas magic. This is when the frustration started. We’d end up queuing in an

LapLand uk

environment that was sterile and not a lot of fun. Then, we went to Lapland. Mother Nature did her bit but early starts and flights meant the children had had it by the time they were in front of Father Christmas. “I was hearing stories of how a family of four would spend £2,000 going to Lapland. People were desperate to have a Christmas experience and I thought maybe there’s a better solution.” Such disheartening festive experiences led the Battles to launch Lapland UK in 2007. They wanted to give their children a taste of Christmas magic and experience a joyful moment together. “I believe that if you are not living your passion then you are not teaching your children to do the same, so I stepped over the line,” he said.

COVID and ticketing challenges

According to Battle, magic has been at the centre of everything he has done, and it is why he believes that Lapland UK has made a breakthrough in this space. Now, as the stuff made of fairy tales enters its 15th year, Battle is drawing on last year’s experience, adding it to

the pot of lessons learned, and making plans for 2021. “2020 was brutal,” he added. “It was an adventure. The COVID cloud came in and we asked ourselves ‘should we or shouldn’t we go ahead?’ Then lockdown came and it sounds twee but we said: ‘Father Christmas wouldn’t let children down at Christmas so nor should we’. If we didn’t run at Christmas, we’d have betrayed everything we stood for.” Battle and his “amazing” team had to run the show. Hence, the entertainment team was “beefed up”, a COVID team was created and the site was redesigned. Battle continued: “Everything that could go wrong did. We were due to open in midNovember but lockdown meant that we lost the first two weeks of operating. We had sold out of tickets, so it wasn’t a case of offering new dates. We had the challenge of refunding 50,000 tickets, compared to 35 in 2019.” Thankfully, a number of families chose to roll their tickets over to 2021 and Battle was able to accommodate some customers by opening earlier and closing later but he still had a challenge on his hands.

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LapLand uk

“Creativity solves everything,” he continued. “We brought our creativity and understanding, solving problems as we always have done.”

Staying true to the brand

To make audiences feel safe, Lapland UK introduced a range of measures. A huge budget was allocated to cleaning, for example, and there was greater investment in props and furniture. Families were placed in booths within Lapland UK’s food and beverage area and some feature areas were increased in size by 100 per cent. Furthermore, instead of having one structure divided into two to create a Toy Factory and Mother Christmas’ Kitchen, two structures were used. This impacted on budget, particularly as extra technology was required to manage people and processes. “The extra measures probably cost an extra £2 million on top of our normal budget but we had to back the project with our heart and wallet,” he added. Battle was determined for Lapland UK to go ahead safely, without compromising on style or quality. “If you want to suspend disbelief then you need budget; for that you need numbers [people]. If you don’t get the creative right no one’s coming but if you don’t get the price right no one’s coming either.” Battles sees Lapland UK as a place of “massive responsibility”. It’s where children get to believe that Father Christmas is real. But the

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production is “fantastically expensive”. So why doesn’t Lapland UK have a sponsor? “The more uncommercial the experience, the more commercially desirable you are,” Battle commented. Partnerships and relationships must align and everyone must row together in order to grow. He explained further: “We went in and out of administration in 2009, we have made every mistake there is and there has been reputational confusion because of a rogue operator, but we have taken all of that knowledge on board and pushed on.” Including COVID. Battle intends to stick with the new site layout and model developed for 2020 and push on with planning for 2021. So what about the future? “We have been wanting to develop the show for years. We set up an experience where families can connect and people keep coming back to Lapland UK because of the unique joy they experience. “We toyed with the idea of whether to go ahead in 2020 and although we had a hefty loss in 2020, you have to look at it like this – we have a brand with integrity and we have stayed true to our brand.” He concluded: “We’re not far from launching a second show. This could be in the north of England or internationally but when we do have two shows then we’ll do four, or even 10. It hurts financially to grow but usually, when you’re on the other side, you come out better.”

It’s been a tense year for the events sector, but the wait is up! We have a wealth of experience helping agencies, festivals, venues, public institutions, sports clubs, and many more bring their brand to life. Whether it’s helping to guide you through high-quality and sustainable material choices, artwork setup, technical colour reproduction, installation or project management, there is plenty to organise, and we’re here to help. Events are back. Let’s calmly add colour to the beautiful experiences you create. For a free sample pack, email: info@sunbaba.co.uk phone: 020 8988 9100 Calmly adD ing c o l our to you r e ve n t

Kilimanjaro live

Spirit of Christmas

Christmas at Wollaton

Kilimanjaro Live is expanding its festive events portfolio, following a successful first outing at Wollaton Hall

ilimanjaro Live is to organise more Christmas light trails this winter following the success of Christmas at Wollaton. Christmas at Wollaton took over Nottinghamshire’s Wollaton Hall from December 3 – January 6 and was the promoter’s first Christmas event. Now Kilimanjaro Live is conducting site visits to identify two more venues/locations to expand its Christmas event portfolio. Kilimanjaro Live’s Simon Skelt was Christmas at Wollaton’s event and site manager. He said: “Our parent company – DEAG in Germany – has organised Christmas light experiences. The Christmas events have been so successful for DEAG and we have always wanted to organise a winter event. COVID accelerated our ambition to do it and DEAG advised us on Christmas at Wollaton.” As the pandemic took hold and gigs fell away, Kilimanjaro Live pressed on with plans to organise the winter experiences. Lucy Levitt, head of business development at Kilimanjaro Live, helped to source the venue. The light trail was 1.2 kilometres in length and snaked through Wollaton Hall’s gardens. The grand finale was projection on the hall itself. Skelt continued: “What was different about

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this project compared to other events we do? Length of time. Producing a month-long show was a big learning curve. The longest event we do is Kew the Music, which runs over six days. “The COVID element was a big learning curve too. We planned the trail with social distancing and capacities were worked out with twometre spacing. We also had to make sure that customers understood that the queues they could see were not as long as they thought.” More than 100,000 tickets were sold for Christmas at Wollaton. In fact, 400 people entered the trail every 30 minutes. Kilimanjaro contracted Visions Group, Walk the Plank and Streamline, which provided kit and expertise to the event. Christmas at Wollaton was well received and had a large amount of praise. So, what’s next? Skelt continued: “At the moment, we are looking to extend the Christmas at Wollaton trail for 2021. We want to stick with the same capacity but when we’re fully on sale and if restrictions lift, we can look at going larger.” Skelt concluded: “We’re hoping to produce three Christmas events this year, including Wollaton Hall, and our plan is to build on the events each year. Our intention is to work with the same production teams and see what we can come up with creatively.”

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Chilfest

I will survive

Chilfest team

A broken ankle, COVID-19 and a heart attack. Steve Butcher, event director and promoter of Chilfest and MD of Universal Event Production, has not had an easy 12 months. But he has bounced back. Here, Butcher talks about health, life and getting back to work

“I

f it wasn’t for COVID-19, I wouldn’t have broken my ankle,” says Steve Butcher, event director of Chilfest and managing director of Universal Event Production. “I broke it because I was gardening and not at work.” Butcher is candid. It’s a been tough year for him and both his businesses. “In January, we had a full order book and on top of that ticket sales for Chilfest were going well. I had spent £150,000 on financing new kit because we had a goodlooking year, or so we thought. “At the end of March 2020, jobs were falling like birds out of the sky and Chilfest could not go ahead.” Butcher is talking to Stand Out about his last 12 months in business. He had a full diary of events and was all set to deliver Chilfest, the 9,000-capacity music festival in Tring. Like other event businesses, he looked at where he could save money, did what he could and put the business in a dormant state. He hoped that normality would return in September. It didn’t. To get things moving, he tried his hand at “some streaming stuff” but it wasn’t for him. So,

in August, Butcher and his team opted to run a series of cinema events in Tring (with a broken ankle). It brought back a sense of normality. However, a spike in local COVID cases soon put a stop to the cinema events. Things had gone from OK to worse. “I had been running a successful business for 23 years and now I couldn’t see a reason to get out of bed,” Butcher explains. Butcher is incredibly open about the last year. He admits to “being in a bad place”. “No matter how many people tell you something is not your fault, you have to go through the journey yourself,” he continues. “Two years ago, if someone had talked to me about mental health, I would have said ‘pull yourself together’ but now I have a better understanding. Even four or five months ago I would have struggled to have had a conversation.”

Positive vibes

Butcher is open about business and money. Last year, the business lost £1 million in sales and received little support from Government. “It has cost me £20,000 a month to stand still,” he adds. “Over the last year, I’ve had to find

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Chilfest £250,000 to do nothing. We took out a CBILS loan but that has to be paid back at some point. I do think that the Government could have appropriated more money to events and that the system has been open to abuse. It’s been a stressful few months.” And you would think that the bad luck and hard times would end there. But Stand Out is talking to Butcher, who reveals he has recently suffered a heart attack. “I just found it inconvenient,” Butcher says. “But I am not surprised after the last 12 months – it’s been shockingly shit.” Butcher reassures Stand Out that he is on the mend and is keen to look to the future. He considered moving Chilfest’s dates but in the end he “stuck to his guns” and the event is set to go ahead on July 10. “I’m positive,” he continues. “For Chilfest, we’re looking at reducing capacity by 25 per cent. “I am also a supporter of a vaccination passport; I can’t see an issue with proving you’ve had a negative COVID test. Whatever makes my customers feel safe. But I am lucky because if I look at my audience, the average attendee is between 40 and 65 so potentially, all of my customers will have had two COVID jabs by the time they walk through the gate.” Whilst positive, Butcher is in no doubt that 2021 will be tough; if he gets Chilfest off the ground and running, he says he will make it through to the end of the year.

Chilfest

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Steve Butcher

Butcher concluded: “I feel a hell of a lot more positive than I did in September. “The vaccination rollout has been a gamechanger. The phone is ringing more, and everyone seems to be looking to September 2021 and beyond. “Personally, I am massively proud of Chilfest and so to see 9,000 happy people in a field means more to me than money. Now, we just have to wait and see.”

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AEG

Balancing act

She has never been so busy. Yet the venue remains empty. Emma Bownes, VP of venue programming – The O2 and Europe at AEG, talks about the challenges of reopening the venue and rescheduling shows

he focus for myself and The O2’s programming team right now is to find replacement dates for live shows that need to reschedule. The biggest challenge has been that obviously no one knows exactly when we can expect to re-open live music venues to full capacity shows. This has meant that the first wave of shows (that rescheduled in the first few weeks after the first lockdown was announced) have had to reschedule multiple times. In fact, some shows are now on their fourth date, and are likely to take place two years after their originally announced date. With so many shows moving from both 2020 and early 2021 into late 2021 and 2022, the biggest headache has been trying to find dates that work Emma Bownes

The O2

for every tour affected, and, ideally, keep the new show date as close as possible to the same day of the week as was originally planned. For 2022, we are not only trying to find dates for shows that need to reschedule but are also booking new shows for artists that are looking to tour. Assuming that live music venues re-open to full capacity shows at the back end of ’21, the calendar for 2022 and 2023 looks extremely busy. Pre-COVID, we’d usually see around 220 shows per year play out at The O2, and I’d expect this to significantly increase for the two or three years after restrictions are lifted. One of the best things to come out of the pandemic is the real sense across the industry that we’re all in this together. Any traditional rivalries have gone out of the window as everyone is focussed on getting the industry back on its feet. The Government announcing the roadmap has generated a sense of confidence that a return to live shows should be possible towards the end of 2021, particularly for those artists that are touring the UK only. Alongside rescheduling shows, we’ve also been working hard to try and book some really special new shows; we would like to open our doors with a real bang, and really celebrate the return to the shared experience of singing along to your favourite artist with a crowd who love them too.

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EEAEC

Bitten by the June bug Jason Lunn

Has the events industry forgotten that it can host events before June 21? Jason Lunn, venue director at East of England Arena and Events Centre (EEAEC), urges everyone to remember that events are firmly on the menu

n late February, the Prime Minister announced a fourstep plan, gradually rolling back COVID restrictions and, subject to conditions, ending with a complete lifting of restrictions on June 21, 2021. Within the event industry, I have noticed that June 21 is being widely trumpeted as the “go date” for events. But, reading comments and posts online and even looking at the press, you might be under the impression that there won’t be any events until then, and that venues are laying silent and still until late June. That simply could not be further from the truth. It’s true that there won’t be any largescale events filling the vast exhibition halls of London before June 21, but the four-step plan allows for a gradual return to events much earlier than that. The danger is that by widely advertising June 21 as the big “go date”, the event industry will draw attention and credibility away from the events scheduled to run long before June. And that matters, especially to regional economies. After May 17, assuming the Government’s timetable continues to hold, we expect to

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be holding events indoors and out, under COVID-safe regulations and with capped visitor numbers. We’re planning to welcome more than 10,000 people, over two days, for the Peterborough Festival of Antiques on May 21. By the time the June 21 “go date” comes around, we will have been running events for more than two months. If there is a wider perception that the Government has mandated June 21 as the day events can restart, confidence in these earlier events could be damaged – and whilst the financial effects of confidence drops are difficult to quantify, it’s impossible to argue that they have a positive effect. After a year of lockdowns, jumping straight back into a full timetable of events is fraught with difficulties. Our efforts to build back audience confidence and re-establish our supply chains have already begun. So let’s shout about the phased return to events that is happening right now, especially in “the regions”. Our regional economies benefit from smaller regional events just as the country does on a national scale, so it’s vitally important not to give the impression that events are off the menu until June. They’re not.

Tough Mudder

Tough at the top Spartan

What does a global business do when a pandemic takes out every event in its event portfolio, one by one? You learn from it and communicate, so says Matthew Brooke, managing director of Spartan and Tough Mudder UK

Matthew Brooke

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s a global business, Spartan and Tough Mudder, the mass participation and extreme challenge specialists, experienced COVID at different times and in different stages. The AsiaPacific region was hit first, followed by Europe and the USA. Matthew Brooke, managing director of Spartan and Tough Mudder UK, watched events unfold, or rather he watched Spartan and Tough Mudder events fall like dominoes, as COVID forced the cancellation of mass participation events around the world. “The mass participation market is a major player from a social, cultural and economic point of view,” Brooke explains. “But what do you do when you have your bread and butter taken away? We had to look at who we were as a brand, what we stood for and what we could deliver.” Engagement was key. It was imperative that the brand was kept front and centre. Yet how do you keep an audience active? Not physically but engaged. “We went from being a live events business to a digital agency. We created an app with training content, a Spartan magazine and digital races and challenges. “One of our biggest takeaways has been how we have engaged with our audience on a deeper level and that’s because we’ve had the time to embrace digital.” According to Brooke, all of the above “digital” additions to the brands will remain and

Tough Mudder become part of the Spartan/Tough Mudder ecosystem. That’s because the world has embraced a “new norm”. Therefore, the brands must too. “The app and the digital races and challenges have enabled the business to engage and inspire our audience, without a live event. It has increased accessibility and has opened the brand to a wider audience.” But live events will always be at the beating heart of Spartan and Tough Mudder. “At some point you have to get the machine rolling again,” Brooke continues. The Tough Mudder UK 2021 season will now kick off in Scotland in July – 22 months since the last event in the UK took place – and will finish in Manchester. “In the UK, we’re going on a 12-week road trip and we wouldn’t be doing that if we didn’t think that we could deliver all of our events,” he says. “Our event season will be condensed,” he confirms. “We’re optimistic about our ability to deliver our events, local authorities are engaging with us because they can see the solutions that we have to possible headaches and we have measures in place way beyond what’s needed, and interestingly, our audience want them.”

Getting back to live

Brooke is a “glass half full kinda guy”. He is optimistic for the summer months and is proud of the COVID-safe plans and measures that have been revealed to ensure as many people as possible get back out safely on course in 2021. Spartan has published an Unbreakable Code and Tough Mudder has a COVID Tough Plan,

each provides clarity and details safe measures that will be in place when participants commit to new challenges. “We’ve also been liaising with our peers in the mass participation sporting industry around the world, who right now are successfully hosting COVID-safe events in locations across the US, the Middle East and APAC,” Brooke adds. “Through changes to our event scheduling, the roll-out of our new training programmes and virtual fitness challenges that can be done at home, we’re doing everything we can to bring some normality back to our community’s lives.” Brooke explains further: “We’re organising events with COVID measures in five countries not just in the UK. We are on the front foot.” Tough Mudder has introduced a new start time selection tool, which not only ensures participant safety and adherence to COVIDsafe policies, but allows Mudders to choose the start-wave of their choice. It gives participants choice at their fingertips and as Brooke says, organisers have a duty to evolve their experiences. “We’re reducing capacity sizes regardless of measures. We’re being more conservative in terms of numbers. We’re looking at the appropriate number of people as well as looking at things such as sanitation and reduced contact and we’ve allocated funds to cover these measures.” Brooke acknowledges that some costs will increase but that doesn’t matter right now. “We can’t wait to get back to live events. We will embrace digital and our virtual challenges but digital doesn’t replace live,” he concludes.

Tough Mudder

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TBA group

Top moves

TBA Group recently acquired a majority stake in Top Banana. Here, TBA’s Guy Horner, CEO, and Top Banana’s founder Richard Bridge, discuss how the new alliance came about and future plans

“W

e have all seen how big companies swallow other companies, but we won’t,” explains Guy Horner, CEO of TBA Group, the brand experience and live events agency. Horner is discussing TBA’s acquisition of Top Banana, the creative comms agency, and is keen to share news of the partnership and what it means for the business. Top Banana, founded by Richard Bridge, will sit within TBA’s Brands Division with Bridge heading up the division as MD. Horner continued: “We’re confident and excited for the future. Neither of us [TBA and Top Banana] needed to do the deal but it does create a stronger and larger proposition.” TBA Group has significant agency expertise as an experience maker in sports, brands and entertainment and counts Birmingham 2022 and Extreme E as clients. Top Banana has extensive corporate comms and content creation capabilities, taking inspiration from the consumer world and creating “fans for business”. To both Horner and Bridge, the coming together of agency brands made perfect business sense. “We have been in conversation for a few months,” Horner added. “It’s been an easy conversation and a coming together of minds, making the Brands Division stronger.”

Extreme E

Bridge is in agreement and is excited for the future: “Top Banana has always had ambitious growth plans and joining TBA Group will help us to unlock and accelerate that growth. “The consumer side was an area that we wanted to step into. Pre-COVID we were looking at how we could make that step.” But COVID scuppered Top Banana’s plans. Instead, Horner and Bridge embarked on conversations that resulted in the new partnership, which is being seen as a huge opportunity to accelerate growth. Horner said: “The brands business is in safe hands. Top Banana has a strong culture and

Guy Horner

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TBA group

Is hybrid here to stay?

whilst Top Banana and TBA have different personalities, we have a shared passion.”

Marketing mix

According to Horner, a lot of opportunity can be found in change. As a business, you have to be able to take advantage of opportunity. This is even more so given the huge challenges that have faced the events world in the last 12 months. COVID has presented businesses with many challenges but TBA is as busy now as it was pre-COVID. There is “pent up demand” for consumer events and experiences. Yet, it’s a game of two halves. The corporate world is more cautious. Bridge believes that September will be a pivotal moment in the live events world, as businesses get back to normality. Hybrid events, whilst popular, will enable brands to

Richard Bridge

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“deliver more to more people” but memories are made through human connection. Both Bridge and Horner agree that hybrid events are not for everyone and state that too much focus has been placed on the platform being used and not the content. “What are your trying to say and who are you trying to say it to?” explained Horner, when questioned over the future of live events and whether hybrid has a place. “There has been too much focus on the platform. It shouldn’t be about either/or [hybrid or live]. Both work together. But I do think that experiences will be more valuable in the marketing mix. Given the pain that everyone has gone through in the last year, events and experiences will be moved up the budget priority list.”

Consumer confidence

So, what’s next? Horner said that the group has an “amazing runway of projects” ahead of it. It is Extreme E’s live event partner, it is working on hospitality projects, even though there are unknowns as to how many people can attend, and it is working with the International Olympic Committee on Paris 2024. Bridge continued: “We will see more events at the back end of the year. But until Europe sorts itself out from a vaccination perspective, we will have to keep a close eye on consumer confidence.” Horner concluded: “A lot will come down to confidence and as consumer confidence comes back, hopefully brand confidence will come back too. It’s going to be an interesting year with many reasons for optimism.”

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EVENT JOBS

Jobs, jobs, jobs... A new resource that enables events professionals to post and apply for event jobs has been launched by Stand Out and Event Site Design

simple and eﬀective service for events professionals seeking new event-based roles has been launched, thanks to a new partnership between Event Site Design and Stand Out magazine. Event Jobs, in association with Event Site Design, is a new resource on the Stand Out website that enables event organisers, production companies, events agencies and suppliers to post jobs for free. Events professionals looking for a new challenge or role can search the job posts and discover all the info they need in order to apply. What’s more, it is completely free to use. Rupert Bassadone, founder of Event Site Design, explained: “During lockdown, I saw some amazing event professionals on LinkedIn, such as Clare Goodchild and Nathan Telford, taking time out to help others by searching and sharing jobs in the events industry. “I thought it was a brilliant idea and I wanted to do something to help. Combining my love of LinkedIn and systems, my team and I created a Google Sheet of jobs. It got more than 30,000 views, and so when Neil Fagg [publisher of Stand Out] approached me to make this idea even better I jumped at the chance.” Bassadone continued further: “I’m incredibly proud and privileged to be able to support the events industry with this initiative, and I’m

Neil Fagg and Rupert Bassadone

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just grateful I’m able to do something to help event professionals through this insanely diﬃcult time.” Fagg concurred: “The last 12 months has been extremely challenging for the events industry. COVID-19 did not stop events professionals from carrying on and we hope that everyone continues to support one another as a new event season looms.

I’m incredibly proud and privileged to be able to support the events industry with this initiative “Seeing highly motivated people like Rupert and Clare sharing job opportunities was inspiring. In fact, their idea inspired me to evolve the spreadsheet into something more accessible and for all of our readership to beneﬁt, especially those who do not take advantage of the LinkedIn platform. “Event Jobs is free to use and organisations such as Walk the Plank, CSM Live, Channel 4, S3K Group, Haymarket, Gofer and Steeldeck have posted vacancies – they are seeking new candidates to apply for new job opportunities. I hope everyone takes full advantage of the new and free-to-use resource.” Fagg concluded: “Despite everything that has happened in the last year, the events industry is one of a kind and is full of fun, caring and creative people. I urge everyone to share news of Event Jobs so that we can make sure those talented events professionals, who sadly lost their jobs, stay in our industry and that we attract even more talent!”

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SuStainability

Abena Poku-Awuah

Creating a Legacy Legacy Marketplace, an online platform that connects organisers with sustainable products and services, launched on April 13. Here, Abena PokuAwuah, its founder, talks of environmental impact, making a diﬀerence and launch nerves What’s your background and your passion? Is it events or sustainability?

I’m a science nerd turned event organiser. My whole career has been about raising awareness of climate change and how to improve our environment and society for the better. I started off as a physicist, specialising in improving sustainability in buildings and for towns and cities. I spent 15 years doing this as a sustainability consultant and a sustainability

manager. I am a Chartered Scientist, a Fellow of the Royal Society for the Arts, a Member of the Energy Institute and a Member of the Institute for Materials, Minerals and Mining. I’ve always organised events as an unoﬃcial part of my role and really enjoyed it – so decided to make them the focus of my work. I founded Legacy in 2016 as a sustainable events agency and consultancy, to make environmental and social sustainability intrinsic to event management.

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SuStainability

Reduce your environmental impact

When did event sustainability become your passion and why did it? I love going to events. I love that thrill of experiencing something live that will never happen in quite that same way ever again. For me, seeing the waste and lack of sustainability thinking really reduces the pleasure of attending an event. I started to think “what if events could just have this incredibly positive impact, without any negative impacts from not considering the environment or social issues?”

What is Legacy Marketplace? How can an organiser use it? Legacy Marketplace’s mission is to connect and empower anyone in the events industry who wants to create successful, sustainable events and facilitate a positive change in the world. It will include everything you need for a successful sustainable event in one place. It will help organisers to book entertainers and other suppliers, as well as include inspiration and guidance on how to make events more engaging. With time running out to fight climate breakdown, sustainable events have never been more important.

What’s the aim of Legacy Marketplace? The platform is a modern way to deliver sustainability without compromising quality or ease. This one-of-a-kind platform connects event organisers to products and services that reduce their environmental impact and contribute to positive social change. It offers a clear way through the jumble for those who want to make a difference but who do not have the time or expertise to source a sustainable solution themselves. Now more

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Image © Globelet Reusable/Unsplash

than ever, sustainability is a mainstream issue and increasingly under scrutiny in the events industry and attendees are looking to events to lead the way on this more and more.

Are you nervous about launching a service whilst we still face the restrictions of a global pandemic?

Of course! The future is so uncertain for everybody at the moment. As event organisers ourselves, we firmly believe that in person events and experiences are essential, that sustainability in events needs to be addressed and so this service is urgently needed.

How easy has it been to create Legacy Marketplace, or have you faced any obstacles? What future goals/plans do you have?

We have all been chanting the mantra “nothing worth having comes easy” for a few months! It is never easy to disrupt the way that things are usually done and the Legacy Marketplace is no exception. As with any new business, we’ve had to carry out market research, build a business case, develop the technology and create relationships with new suppliers. Plus, there has been the obvious challenge of the decimation of the in-person events industry due to COVID-19 and uncertainty about how and when the industry will recover. I am supported by a phenomenal team and I have never doubted that we would succeed. The plan is to expand the Legacy Marketplace internationally so that it becomes a one-stop shop for all event organisers around the world to source sustainable products and services for their events.

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GL events

Staying focused Scott Jameson, managing director of GL events UK, reflects on 2020

W Scott Jameson

hile the last year has made events professionals look at how events can be delivered, and the role to be played by virtual events in the future, I doubt that GL events is alone in having used this time to reflect inwards in what is important to us as a business, and what our focus will continue to be as we emerge from the events wasteland, which COVID has caused. We are a flexible and resilient business. We’ve gained valuable experience from the challenges of 2020 – the projects we have delivered in a variety of sectors. From providing socially-distanced solutions to logistics clients, such as Amazon and DHL, education clients, such as Merton College Oxford, and of course the NHS. Working collaboratively on projects out of the norm for event professionals and working in industrial and public sector environments has been, at times, eye-opening, and useful in enabling us to adapt and adopt new approaches to working. We rely on our supply chain. However large you are as an infrastructure provider, your network of trusted suppliers and sub-

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contractors are essential to bringing it all together. We have recognised that we have a duty of care to support this supply chain – safeguarding reliable and consistent delivery for our clients – and this has been part of our focus in 2020. We love collaboration. In 2020, it has never been more important to help our clients plan for a range of event scenarios – from business as usual, to socially-distanced solutions for structures, and seating on a reduced scale. We have redoubled our focus on what matters most to our clients and our staff – quality product and service; impeccable health and safety and a forward-looking sustainability commitment, both environmentally and in terms of giving back to the local community. Finally, whether it’s the roar of the crowd at the 1st hole of the Ryder Cup, or the palpable buzz of excitement at Cheltenham Festival, for us at least, there is no substitute for live events. We can’t wait to get back to work showcasing the latest editions to our product family and continuing to innovate to keep pace with our clients’ event aspirations.

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EVENT SIGNAGE JTM Signs Unit 20 H T M Business Park, Abergele Road, Rhuddlan, Rhyl, LL18 5UZ T: 01745 590056 E: steve@jt-m-signs. co.uk W: www.jtmsigns. co.uk

EVENT STAFFING SOFTWARE uTRAC 24A Lower Abbey St, Dublin 1, Ireland T: 0808 189 0334 E: hello@utraconline. com W: www.utraconline. com

EXHIBITION TRAILERS & MOBILE UNITS DWT Exhibitions Trailer Hire, Sales & Management Jubilee Park, Honeypot Lane, Colsterworth Lincolnshire, NG33 5LZ T: 01476 860833 E: pip@dwtexhibitions.co.uk W: www.dwtexhibitions.co.uk Inchmere Event Design Ltd Swan Close Studios, Swan Close Road, Banbury, OX16 5TE T: 01295 661000 E: alastair@inchmere. co.uk W: www.inchmere. co.uk TCM Trailers Ltd Watery Lane, Lichﬁeld, Staﬀordshire, WS13 7SE E: emily@tcmtrailers. co.uk W: www.tcmtrailers. co.uk

CONNECTIONS

Connections are sponsored by

FENCING & BARRIERS Capital Barriers & Temporary Fencing Limited Canford Park Arena, Magna Road, Wimborne, Dorset, BH21 3AP T: 01202 573311 M: 07888 706659 W: www. capitalbarriers andtemporary fencing.co.uk

FLAGPOLE HIRE Fuchsia Exhibition Services Ltd Bigods Hall, Bigods Lane, Great Dunmow, Essex CM6 3BE T: 01371 644800 E: info@ fuchsiaevents.co.uk W: www.fuchsiaexhibition-services. com

FLAGS

FESTIVAL GAS Festival Gas Priors Revel, Church lane, Middleton, Nr Tamworth, B78 2AL T: 07930 758893 E: simon@festivalgas. co.uk W: www.festivalgas. co.uk

FIRE COVER Event Fire & Rescue Services Unit 2, Belmont Business Centre, Bethersden Road, Bethersden, Ashford, Kent, TN26 3DY T: 07989815619 E: event.fire@ btinternet.com W: www.eventfire. co.uk Red Rose Fire Solutions Ltd 1 Prospect Court, Catterall, Preston, Lancashire, PR3 0QW T: 01995 503504 E: info@redrosefire solutions.co.uk W: www.redrosefire solutions.co.uk

FIREWORKS & SPECIAL EFFECTS Le Maitre 5/6 Forval Close, Wandle Way, Mitcham, Surrey, CR4 4NE T: 020 8646 2222 E: events@ lemaitreltd.com W: www. lemaitreevents.com

DD: 01840 219047 | M: 07748 165 827 www.instantmarquees.co.uk

FLOORING & FLOOR COVERINGS AMH Imports Ltd. 34 Parsons Road, Highbridge, Somerset, TA9 3HA T: +44 (0)788 430 3082 W: www.coirstore. co.uk Event Flooring Solutions Ltd T: 01509 768 252 E: sales@efseurope. co.uk W: www.efseurope. co.uk GT Trax Ltd High Tree Farm House, New Road, Warboys, Cambridgeshire, PE28 2SS T: 01487 823344 E: info@gttrax.co.uk W: www.gttrax.co.uk Twitter: @GTTrax Ikadan UK Ltd T: +4596606400 E: Ikadan@ikadan.dk

FURNITURE HIRE / SALES A Furniture On The Move Meadowbank, Tuckers Lane, Ubley, Bristol, BS40 6PB T: 0845 459 9875 E: hello@furnitureon themove.co.uk W: www.furnitureon themove.co.uk

Casablanca Marquee & Event Hire Unit 1, Kingsbury Works, Kingsbury Road, London, NW9 8UP T: 020 7395 6432 E: eventhire@ casablancahire.com W: www. casablancahire.com Concept Furniture Unit 131, Hartlebury Trading Estate, Hartlebury, Worcestershire, DY10 4JB T: 0844 822 1424 W: www.concept furniture.co.uk Europa International Europa House, Meaford Road, London, SE20 8RA T: 08454 303015 E: sales@europa international.com W: www.europa international.com/st Furniture 4 Events Priors Court Farm, Old Street, Hermitage, Berkshire, RG18 9JT T: 01635 247033 E: sales@ furniture4events. com W: www. furniture4events. com Picnic Table Hire T: 01249 848050 E: hello@ picnictablehire.com W: www. picnictablehire.com Thorns Group Welham Distribution Centre, 172 Travellers Lane, Welham Green, North Mymms, Hatﬁeld, Herts, AL9 7HN T: 0208 801 4444 E: hello@thorns.co.uk W: www.thorns.co.uk

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

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CONNECTIONS

Connections are sponsored by

EMF Technology Ltd Unit 27 Freemantle House, Kingsclere Business Park, Kingsclere, Hants RG20 4SW T: 020 8003 3344 E: info@ emftechnology.co.uk W: www. emftechnology.co.uk

HEATING & COOLING SYSTEMS Arcotherm Unit 11, Ecclesbourne Park, Clover Nook Road, Alfreton, Derbyshire, DE55 4RF T: 01773 836 999 E: sales@arcotherm. co.uk W: www.arcotherm. co.uk Cooling and Heating Solutions Ltd T: 01590 681 434 E: sales@candhs.co.uk W: www.coolingand heatingsolutions.com Spica Temperature Control Solutions Ltd 20 Crowsport, Hamble, Hampshire, SO31 4HG T: +44 (0) 2380 453841 M: +44 (0) 7780 638976 E: kay@ spicasolutions.com W: www. spicasolutions.com

YSLV Full range of AV & LED Hire London & York T: 0208 317 7775 E: hello@yslv.co.uk W: www.yslv.co.uk

LED TRAFFIC/EVENT MANAGEMENT SIGNS Solar Signs UK Ltd Doody’s Yard, Park Road, Haltwhistle, Northumberland, NE49 9LD T: +44 (0)1434 322 359 E: admin@ SolarSignsUK.com W: www. solarsignsuk.com

LIGHTING Illumin8 Contact details: Neil 07710 700759 or Ian 07568 430704 E: sales@ illumin8lights.co.uk W: www. illumin8lights.co.uk

LASER & FX Laser Grafix Unit 4A Stratton Park, Biggleswade, Bedfordshire, SG18 8QS UK office: +44 1767 315948 Dubai office: +971 4 887 9808 W: www.lgfx.co.uk

LED SCREENS ADI UK Ltd Pittman Court, Pittman Way, Fulwood, Preston, PR2 9ZG T: +44 (0)1772 708 200 E: info@adi.tv W: www.adi.tv

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Ansell Handtools (Sheﬃeld) Ltd Incorporating The 1st Stop Marquee Stake House Ltd 72 Catley Road, Darnall, Sheﬃeld, S9 5JF, U.K. T: 0114 244 8098 Out of hours / emergency mobile: 0739 2070654 W: www. ansellhandtools.co.uk W: www.marquee stakehouse.com Twitter: @AnsellHandtools Facebook: Ansell Handtools

Lightmedia Displays Mobile & Modular LED Screen Hire T: 0333 600 6000 E: sales@lightmedia. co.uk W: www.lightmedia.co.uk

INSURANCE Tysers Insurance Brokers 71 Fenchurch Street, London, EC3M 4BS T:+44 (0)203 037 8000 E: tim.rudland@ tysers.com W: www.tysers.com

MARQUEE STAKES & ACCESSORIES

LOCKERS Mobile Locker UK Ltd Unit 11, Trident Park, Poseidon Way, Warwick, Warwickshire, CV34 6SW T: 01926 671937 E: info@moblielocker. co.uk W: www. mobilelocker.co.uk

MARQUEES Alternative Stretch Tents Building 15, Gateway 1000, A1 (M) jct 7, Stevenage SG1 2FP T: 01920 830256 E: info@alternativestretch.co.uk W: www.alternativestretch-tents.co.uk Baillies Marquees 1 Barlanark Avenue, Glasgow, G32 0JR T: 0141 774 0830 M: 07977426295 E: info@ bailliesmarquees. FOR ALL YOUR co.uk MARQUEE NEEDS IN CENTRAL SCOTLAND W: www. bailliesmarquees. co.uk Casablanca Marquee & Event Hire Unit 1, Kingsbury Works, Kingsbury Road, London, NW9 8UP T: 020 7395 6432 E: eventhire@ casablancahire.com W: www. casablancahire.com Event-in-a-tent Unit 108, Abby Road South, Wrexham Industrial Estate, LL13 9RF T: 01978 661449 E: info@event-in-tent. co.uk W: www.event-in-atent.co.uk

CONNECTIONS

Connections are sponsored by

Elan Marquees Unit 6, Miners Park Road, Llay Industrial Estate, Wrexham, LL12 0PJ T: 01978 755433 M: 07976 262971 E: enquiries@ elanmarquees.co.uk W: www. elanmarquees.co.uk

MEDICAL SERVICES First Aid Cover Ltd 19 Eltringham Street London SW18 1TD T: 020 8875 5758 E: enquiries@ ﬁrstaidcover.co.uk W: www.ﬁrstaidcover. co.uk Location Medical Services Ltd The Medical Centre, Shepperton Studios, Studio Road, Shepperton, Middx, TW17 0QD T: 0870 750 9898 E: mail@ locationmedical.com W: www. locationmedical.com

Fews Marquees Chessgrove Park, Ditchford Bank Road, Hanbury, Bromsgrove Worcestershire, B60 4HS T: 01527 821789 W: www. fewsmarquees.co.uk

MET Medical Ltd T: 0203 627 9042 E: info@met-medical. co.uk W: www.metmedical.co.uk

DD: 01840 219047 | M: 07748 165 827 www.instantmarquees.co.uk Special Coverings srl via Mazzolina 22, Mussolente (VI), 36065, Italy T: +39 0424 577384 E: info@ specialcoverings.com W: www. specialcoverings.com Tentickle Stretch Tents UK Ltd 4 Marlpit Rise, Sutton Coldﬁeld, West Midlands, B75 5LU M: +44 7826 843099 E: jorg@tenticklestretchtents.co.uk W: www.tenticklestretchtents.co.uk Top Cat Big Tops Tents & Marquees Ltd The Old Stable Yard, Gasworks Ln, Machynlleth, SY20 8BY T: 01654 700030 E: info@ topcatbigtops.co.uk W: www. topcatbigtops.co.uk

MOBILE REFRIGERATION Chill Box T: 0845 206 8383 E: info@chill-box.com W: www.chill-box. com

MODULAR BUILDING BLOCKS Everblocks UK 3 The Barns, Lower farm, High Street, Irchester, Northamptonhire, NN29 7AB T: + 44 (0)203 7959090 E: joe@everblock systems.co.uk W: www.everblock systems.co.uk

PHOTOGRAPHY Aniseed Event Photography E: jt@aniseedpr.com W: www. aniseedphoto.com Twitter: @aniseedphoto Instagram: @aniseed eventphotography

PLANT HIRE Ace Plant Cosgrove Road, Old Stratford, Milton Keynes, MK19 6LA T: 01908 562191 E: info@aceplant. co.uk W: www.aceplant. co.uk Energy Generator Hire Ltd Aylesbury, Bucks, HP17 8SX T: 01296 613013 E: enquiries@energy generatorhire.co.uk W: www.energy generatorhire.co.uk Hopkins Machinery T: 01633 680754 E: hire@hopkins machinery.co.uk W: www.hopkins machinery.co.uk

PORTABLE SHOPS Rapid Retail Ltd Unit 1 Goodwood Road, Keytec 7 Business Park, Pershore, Worcestershire, WR10 2JL T: +44 (0)1386 555044 E: info@rapidretail. co.uk W: www.rapidretail. co.uk

PORTABLE TOILET HIRE A1 Loo Hire Silver Birches, Highland Avenue, Wokingham, Berkshire, RG41 4SP T: 0118 9894652 E: clive@ a1groupcomp.co.uk W: www. a1groupcomp.co.uk D&P Luxury Toilets Ltd Coldharbour Cottage Winchbottom Lane, High Wycombe, Bucks, HP10 9QE T: 01494 526 065 E: sales@luxurytoilets.co.uk W: www.luxurytoilets.co.uk

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CONNECTIONS Fortis Hire T: 0845 206 8003 E: sales@fortishire. co.uk W: www.fortishire. co.uk JB Event Facilities Ltd Kingshill Farm, Kingshill, Syresham, Brackley, Northamptonshire, NN13 5TH T: 01280 851200 E: info@jbevents.net W: www. jbeventfacilities.co.uk John Anderson Hire Unit 5 Smallford Works, Smallford Lane, St Albans, AL4 0SA T: 03333 207020 E: quotes@superloo. co.uk W: www.superloo. co.uk Site Event The Depot, The Avenue, Lasham, Hampshire, GU34 5SU T: 01256 384 134 E: event@site-equip. co.uk W: www.site-equip. co.uk

POWER & GENERATORS

Connections are sponsored by

Excell Electrical Event Solutions Fridd Farm, Bethersden, Kent, TN26 3DX T: 01233 822059 E: enquiries@ excellelectrical.com W: www. excellelectrical.com

Smart Power Ltd Shipwright Yard, 73A Middle Street, Brighton, East Sussex, BN1 1AL T: 07425 603784 E: tim@smart-poweruk.org W: www.smartpower-uk.org

Fourth Generation Limited 220 Cricklewood Lane, London, NW2 2PU T: 020 8450 2943 M: 07741 052565 E: tweed@fourth generationltd.com W: www.fourth generationltd.com

Temporary Power Solutions Plot 6, River Gardens, North Feltham Industrial Estate, Feltham, West London, TW14 0RB T: 0800 7723193 E: sales@temporary powersolutions.co.uk W: www.temporary powersolutions.co.uk

Gofer Ltd Unit 7 Arkwright Road, Hadleigh Road Ind. Est, Ipswich. Suﬀolk, IP2 0UB T: 01473 282530 E: info@gofer.co.uk W: www.gofer.co.uk Midas Productions (UK) Ltd Unit 1, Uplandside, Manor Road, Clopton, Suﬀolk, IP13 6SH T: +44 (0)333 772 0772 M: +44 (0)7949 007 603 E: info@midas-uk. co.uk

ATD Electrical Unit 93, Greenway Business Centre, Greenway, Harlow, Essex, CM19 5QE T: 01279 507890 E: oﬃce@ atdelectrical.com W: www.atdelectrical. com

Newburn Power Rental Limited Unit 36 Lidgate Crescent, Langthwaite Business Park, South Kirkby, Pontefract, WF9 3NR T: 0845 077 6693 E: info@npr-uk.com

CB Potts Electrical Rose Cottage, Watergore, South Petherton, Somerset, TA13 5JQ T: 0780 8049034 E: ben.potts@zen. co.uk W: www. cbpottselectrical. co.uk

Powerline Knowle Hill Farm, Beeks Lane, Marshﬁeld, Chippenham, Wiltshire, SN14 8BB T: 01225 892336 E: info@ thepowerline.co.uk W: www. thepowerline.co.uk

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PROJECTION EMF Technology LTD Projection Mapping, Water Screens, Flame Eﬀects, Lighting, Mains Distribution T: 020 8003 3344 E: info@ emftechnology.co.uk W: www. emftechnology.co.uk

PROMOTIONAL BRANDED MERCHANDISE Reflex Marketing & Promotions Ltd Unit B5, Dolphin Way, Shoreham-by-Sea, West Sussex, BN43 6NZ T: 01273 464666 E: sales@ reflexmarketing.co.uk W: www. reflexmarketing.co.uk

PROMOTIONAL STAFFING Moorepeople Event Staﬃng Agency 1st & 2nd Floor, 169 A High Road, Loughton, Essex, IG10 4LF T: 0208 508 0555 E: bettina@ moorepeople.co.uk W: www. moorepeople.co.uk

CONNECTIONS

Connections are sponsored by

RADIO COMMUNICATIONS 2CL Communications Ltd Unit C, Woodside Trade Centre, Parnham Drive, Eastleigh, Hampshire, SO50 4NU T: 0800 389 2278 E: contact@2cl.co.uk W: www.2cl.co.uk

Radiotek Unit 7 & 8 Silver End Business Park, Brettell Lane, Brierley Hill, West Midlands, DY7 5QW T: 0800 587 9774 E: sales@radiotek. co.uk W: www.radiotek. co.uk SFL Mobile Radio 6 Woodway Court, Thursby Road, Bromborough, CH62 3PR T: 0151 334 9160 E: sales@ sﬂmobileradio.co.uk W: www. sﬂmobileradio.co.uk

RECRUITMENT Total Spectrum T: 07780 692784 E: debby@totalspectrum.com W: www.totalspectrum.com

Green Goblet Ltd Unit 1A Walrow Industrial Estate, Commerce Way, Highbridge, TA9 4AG T: 01278 238390 E: info@green-goblet. com W: www.greengoblet.com

Security Force Management Ltd The Annexe, Fort Pitt House, New Road, Rochester, Kent, ME1 1DX T: 01634 826 999 E: admin@ sfmsecurity consultants.com W: www.sfmsecurity consultants.com

REUSABLE CUPS

DCRS Edison Road, St.Ives, Cambs, PE27 3LH T: 0800 043 2688 E: sales@dcrs.co.uk W: www.dcrs.co.uk Mark Comms Limited Basepoint Business Centre, Aviation Park West, Bournemouth Airport, Christchurch, BH23 6NX T: 01202 431431 E: info@markcomms. co.uk W: www. markcomms.co.uk

Refrigerated Trailer James Dickson T: 01749 890737 M: 07903 297414 E: info@refrigerated trailer.co.uk W: www.refrigerated trailer.co.uk

Right Guard Security Event Security Consultancy Security & Crowd Management Traffic Management CSAS Traffic Officers T: 01227 464 588 T: 0207 241 5525 E: info@rightguard. co.uk W: www.rightguard. co.uk

REFRIGERATED TRAILER HIRE

ROADSHOWS 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

SECURITY Aventail Security Ltd Unit 1X Guildford Road Industrial Estate, Guildford Road Hayle TR27 4QZ T: 0800 270 7973 E: info@ aventailsecurity.co.uk W: www. aventailsecurity.co.uk McKenzie Arnold Grove House, Faulkbourne, Essex, CM8 1SH T: 01376 350999 E: martin.jackson@ mckenziearnold.com W: www. mckenziearnold.com Provide SESS Ltd The Courtyard, 87 Southampton Street Reading RG1 2QU T: 01189 875949 E: info@providesecurity.com W: www.providesecurity.com

SGC Security Services T: 0330 053 5686 E: info@sgcsecurity services.co.uk W: www.sgcsecurity services.co.uk

SITE SUPPLIES Concept Products Ltd 10 Cary Court, Somerton Business Park, Somerton, TA11 6SB T: 01458 274020 E: ben@concept productsltd.co.uk W: www.concept productsltd.co.uk

STAGING & RIGGING Impact Production Redbourne Park, Lilipur Road, Brackmills Industrial Estate, NN4 7DT T: 01604 664571 E: sales@impactproducts.co.uk W: www.impactproducts.co.uk The Outdoor Stage Company Ltd Sealco House, Maypole Fields, Halesowen, West Midlands, B63 2QB T: 0121 270 5646 E: info@ outdoorstage.co.uk W: www. outdoorstage.co.uk

www.versatilevenues.co.uk

CONNECTIONS The Revolving Stage Company Ltd Crondal Road, Bayton Road Industrial Estate, Coventry, CV7 9NH T: +44 (0) 24 76687055 E: enquiries@ therevolving stagecompany.co.uk W: www.therevolving stagecompany.co.uk

STAND DESIGN & BUILD Design Construct & Exhibitions Group Ltd Unit 12, Hambridge Business Centre, Hambridge Lane, Newbury, Berkshire, RG14 5TU T: 01635 230020 E: enquiries@ dcegroup.co.uk W: www.dcegroup. co.uk Skyline Whitespace 320 Western Road, London, SW19 2QA T: 0845 485 1340 E: getintouch@ skylinewhitespace. com W: www.skyline whitespace.com

STEWARDS / MARSHALLS Phoenix Events (East) Ltd 28 Turner Road, Norwich, Norfolk, NR2 4HD T: +44 (0) 75927399287 E: a-harding@ phoenix eventseastltd.co.uk W: www. phoenixevents eastltd.co.uk Road Traffic Solutions 60-64 Oswald Road, Scunthorpe, DN15 7PQ T: 01724 848 246 E: martyn@ roadtraffic solutions.com W: www.roadtraffic solutions.com

www.versatilevenues.co.uk

Connections are sponsored by

TT Tents Ltd North Waltham Business Centre, Basingstoke, Hampshire, RG25 2DJ T: 01256 397 551 E: sales@tttents. co.uk W: www.tttents.co.uk

TEMPORARY BRIDGES Mitchell Bridges Limited London Road, Kings Worthy, Winchester, Hampshire, SO23 7QN T: 01962 885040 M: 07768630373 E: chris@ mitchellbridges.com W: www. mitchellbridges.com

Worldwide Structures Ltd Ayrshire Farm, Sharcott, Pewsey, SN9 5PA T: + 44 (0) 1672 565 060 / +44 (0) 7875 027369 E: enquiries@w-sl.com W: www.worldwidestructures.com

TEMPORARY ROADWAYS Cap Trac Limited The Stables, Loke Farm, Weston Longville, Norwich, NR9 5LG T: 01603 880448 E: info@captrac.co.uk W: www.captrac. co.uk

TEMPORARY STRUCTURES MANUFACTURERS J & J. Carter Ltd Unit 2, 34 Walworth Road, Walworth Business Park, Andover, Hampshire, SP10 5LH T: 01264 721630 E: sales@jjcarter.com W: www.jjcarter.com

TEMPORARY STRUCTURES Losberger De Boer Castle Park, Boundary Road, Brackley, Northamptonshire NN13 7ES T: +44 (0)1280 846500 E: sales.uk@ losbergerdeboer.com W: www.deboer.com Low & Bonar Oldham Ltd Hollinwood Business Centre, Albert Street, Oldham, OL8 3QL, U.K. E: info.uk@mehgies. com W: www.mehgies. com NEPTUNUS Ltd Cob Drive, Swan Valley, Northampton NN4 9BB T: +44 1604 593820 E: sales@neptunus. co.uk W: www.neptunus. co.uk Tentickle Stretch Tents UK Ltd 4 Marlpit Rise, Sutton Coldﬁeld, West Midlands, United Kingdom, B75 5LU M: +44 7826 843099 E: jorg@tenticklestretchtents.co.uk W: www.tenticklestretchtents.co.uk

TRACKWAY All Weather Access County Farm, High Roding, Dunmow, Essex CM6 1NQ T: 01371 700510 M: 07801 751137 E: henry@allweatheraccess.co.uk W: www.allweatheraccess.co.uk

TRAFFIC MANAGEMENT Exhibition Traffic Management Services Ltd Perton House, Roslin Road, London, W3 8DH T: 0203 567 1479 E: ops@exhibitiontraffic.co.uk W: www.exhibitiontraffic.co.uk Event Traffic Control Limited Baldersby Gardens, Ripon Road, Baldersby, Thirsk, North Yorkshire, YO7 4PS T: 08000 246 800 E: info@eventtc.com W: www.eventtc.com

CONNECTIONS

Connections are sponsored by

Road Traffic Solutions 60-64 Oswald Road, Scunthorpe, DN15 7PQ T: 01724 848 246 E: martyn@ roadtraffic solutions.com W: www.roadtraffic solutions.com

WASTE MANAGEMENT Grist Environmental Event Services Head Oﬃce, William Road, Devizes, Wiltshire, SN10 3EW T: 01380 735045 E: events@ gristenvironmental. com W: www.grist environmental.com

TRANSPORTATION & LOGISITICS Agility Fairs & Events Logistics Ltd Unit 18, Third Exhibition Avenue, National Exhibition Centre, Birmingham, B40 1PJ T: 0121 780 2627 E: abates@agility.com W: www.agility.com GAC Pindar Medina Chambers, Town Quay, Southampton, SO14 2AQ T: 02380 489924 E: pindar@gac.com W: www.gacpindar. com Twitter: @GACPindar Stagefreight Evanston Avenue, Leeds LS4 2HR T: 0113 238 0805 / 0113 279 7898 W: www.stagefreight. com

VEHICLE HIRE

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

WATER & PLUMBING SERVICES

Modern Thinking, Traditional Values

DRINKING WATER PURE AND SIMPLE

Bradshaw Event Vehicles New Lane, Stibbington, Peterborough, PE8 6LW T: 01780 782621 E: enquiries@ eventvehicles.co.uk W: www. eventvehicles.co.uk Twitter: @ Bradshaw_EV

VENUES The Convention Centre Dublin (The CCD) Spencer Dock, North Wall Quay, Dublin 1, Ireland T: 00353 1 856 0000 E: sales@theccd.ie W: www.theccd.ie

Greens H2O Hampshire T: 01256 225635 M: 07717846059 E: info@greensh2o. co.uk W: www.greensh2o. co.uk Liquiline Ltd Ash Tree House, Tarrant Hinton, Blandford, Dorset, DT11 8JA T: 01258 830324 E: oﬃce@liquiline. co.uk W: www.liquiline. co.uk MTD (UK & Ireland) Ltd Unit 1 Westerngate, Hillmead Enterprise Park, Langley Road, Swindon, SN5 5WN T: +44 (0)1264 773 818 M: +44 (0)7557 868 909 E: bill.wootten@mtd. net E: oliver.smith@mtd. net W: www.mtd.net

Show Site Services Unit 18 Weybridge Business Centre, 66 York Road, Weybridge, Surrey, KT13 9DY T: 01932 228416 E: info@showsite services.co.uk W: www.showsite services.co.uk Wicked Event Water Services Kevin: 07909 771996 E: info@wickedevent waterservices.com W: www.wews.biz

WELFARE CABINS Boss Cabins BCS House, Pinfold Road, Bourne, PE10 9HT T: +44 (0)845 180 1616 E: info@bosscabins. co.uk W: www.bosscabins. co.uk

WIFI, INTERNET & STREAMING Attend2it Unit 8 Park Farm Industrial Estate, Ermine Street, Buntingford, SG9 9AZ T: 01763 877 477 T: 01763 878 086 E: info@attend2it. co.uk W: www.attend2it. co.uk SimpliWifi The Telephone Exchange, 33 Bridge Street, Kington, Herefordshire, HR5 3DW T: 0800 298 9434 E: hello@simpliwifi. co.uk W: simpliwifi.co.uk Wifire 42 Gloucester Road, Rudgeway, Bristol, BS35 3RT T: 01172 181810 E: info@wi-fire.uk W: www.wi-fire.uk

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NEXT ISSUE editor Caroline Clift caroline@standoutmagazine.co.uk

Featured in our next issue…

head of sales Jo Stace jo@standoutmagazine.co.uk account manager Sarah Bourne sarah@standoutmagazine.co.uk T: 01795 509113 design and production Grant Waters James Taylor

getting back to business

T: 01795 509108 digital and web developer

As the Government’s Events Research Programme publishes evidence from pilot events, Stand Out assesses the findings

Matthew Coppard Publisher Neil Fagg neil@standoutmagazine.co.uk T: 01795 509113 Managing director John Denning 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

going with the flow

What impact will new COVID-19 measures have on crowd management and flow? Industry experts chat to Stand Out

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 Stand Out Multimedia 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. © 2021. Stand Out Multimedia Limited, The Goods Shed, Jubilee Way, Faversham, Kent ME13 8GD.

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