01
19/4/12
14:39
Page 1
Issue 54 April/May 2012 £4.75
Regrets as festival is cancelled
Desperate search for headline act By Christina Eccles A FIRST time event organiser has launched an appeal to find a headline act for her charity concert – which is now just weeks away. Paula Wood is organising The Full Stop Concert to raise money for an NSPCC centre in Blackpool, opening to help children all over the North West. But after talks with a high profile act broke down, she has been left frantically searching for someone to headline the gig, taking place at the town’s North Pier Theatre on May 20. Paula had hoped one of last year’s X Factor finalists would perform, which she thought would cost £3,000. But when talks progressed, she found it would actually be £5,000 – a sum she simply could not afford. She explained: “The problem I have is even though people think the NSPCC is a huge charity, they don’t realise it’s based around local branches who have to raise their own money. I’m funding this out of my own pocket and could not commit to £5,000. “Since then it’s been an absolute nightmare even trying to get in touch with people. As soon as they see the word ‘charity’, they aren’t interested.
“I’ve never done anything like this before. My mum – who is in her 70s – is president of the local NSPCC branch and I said why don’t I arrange a concert? It’s really frustrating me. I’m disappointed more people with some kind of level of exposure don’t want to get involved.” Paula has been appealing on Twitter and has used the site to secure performers, including comedian Patrick Monahan. But not being able to announce a headliner is affecting ticket sales – with people holding off until a big act is announced. She added: “We have got some good people already. But we need that one big name people will say I really want to go and see them.” However, despite the problems, Paula is determined the show will go on – with or without a headliner. “I still will absolutely go ahead with it. I have put too much work in and it means an awful lot to the people involved. I’m a 39 year old housewife just trying to do her bit – but it’s proving incredibly difficult.” I If you can help Paula, contact The Main Event and we will pass on her details.
A family orientated outdoor festival – organised by legendary promoter Harvey Goldsmith – is to form part of the celebrations surrounding the Queen’s Diamond Jubilee this summer. Myleene Klass, pictured, and Jon Culshaw will host Hyde Park's Jubilee Family Festival, presented by Sainsbury’s, on June 2 and 3, with capacity for up to 50,000 ticket holders per day. The event – inspired by the British tradition of village fetes and street parties – will be themed around 60 years of great British heritage, including influences from across the Commonwealth. Picture: Featureflash / Shutterstock.com
THIS year’s Sonisphere Festival at Knebworth has been cancelled “with very heavy hearts and much regret”, organisers have revealed. In a statement, the team behind the festival said putting together the event, due to be headlined by Kiss, Faith No More and Queen, was harder than they expected – leaving them with no choice but to cancel. The statement added: “Putting the festival together in what is proving to be a very challenging year was more difficult than we anticipated and we have spent the last few months fighting hard to keep Sonisphere in the calendar. “Unfortunately circumstances have dictated that we would be unable to run the festival to a standard that both the artists and that Sonisphere’s audience would rightly expect. “We want to express our deepest regrets to the artists and to thank all the staff, suppliers and contractors who worked so hard with us to try and pull off what has proven to be an impossible task and we know how much they share in our disappointment.” It also thanked the festival’s fans and said all ticket holders could get a full refund from their ticket agents.
02 design and print
19/4/12
13:35
Page 1
03
19/4/12
14:40
Page 1
NEWS
Page 9
Page 8
Page 10
Page 12
M-Fest name change after supermarket opts for same one By Katia Harston A BARNSLEY music festival has changed its name after supermarket giants Morrisons chose the same one for a huge music and food festival in Leeds. Organisers of the Barnsley M-Fest opted to change its live music event to the Coalfields Festival, after entering talks with the supermarket. The Barnsley live music event has been held in various locations in the town for about seven years and this year it will be at Darton Longfields on July 14 and 15. It is thought about 2,000 people are expected to attend over the weekend.
But the new MFEST sponsored by Morrisons will take place in the grounds of Harewood House, Leeds, the weekend before. Acts booked for the Leeds event include the Human League, Matt Cardle and Cher Lloyd, with an expected capacity of 15,000 per day. Paul Marsh, who helps organise the Barnsley event, said it chose the name Coalfields because the town is famous for its coal. “We've changed the name but there's still an issue about using M-Fest for the community group we operate under because we never trademarked it. “We're still waiting to hear from Morrisons to find out what's happening.
It's a bit frustrating because we're 12 to 13 weeks away, now we've not been able to promote the event properly until we hear back from them. Time is critical when it comes to promoting, especially with a new name. But we don't want to upset Morrisons and we're hoping it's going to help us with re-branding and maybe giving us a little time on one of its stages. However, nothing has been finalised.” James French, a spokesman for Morrisons added: "We're keen that neither Paul nor any of his charities lose out as a result of our sponsorship. “We're now discussing with him how we can work together for the benefit of all parties.”
IOEX organisers celebrate ‘fantastic start ...’ ORGANISERS are celebrating the success of the first International Outdoor Event Expo, which took place recently in London. Highlights of the exhibition, which sat alongside Confex at Excel, included a detailed seminar programme and the chance for organisers to see the latest innovations to hit the world of outdoor events. Sales director Mark Gordon said: “IOEX has had a fantastic start, it has been great to see the industry get so behind the concept, reaffirming our research stating that this is a show that the industry wants and needs. There is a willingness to make it work from both the exhibitors and visitors. “We have had some great feedback from everyone involved which it is now our job to act on. From the very beginning we developed this show in line with industry feedback and all the indicators are saying that this is a show that will continue with a long legacy.”
Page 14 CONTENTS
News
Pages 1-9
Forestry Commission Concerts Page 8 Festival Bars
Pages 10-11
Branding and Signage
Pages 12-13
Trackway
Page 14
Classified
Pages 17-20
CONTACTS Editorial Group Editor Judith Halkerston Tel: 01226 734639 editorial@themaineventmagazine.co.uk Reporters: Christina Eccles (ce@whpl.net) Dominic Musgrave (dm@whpl.net)
Production Studio Manager: Stewart Holt (sth@whpl.net) Tel: 01226 734414 Graphic designer: Laura Blackburn (lb@whpl.net) Tel: 01226 734705
Advertising Assistant Manager: Mandy Mellor Tel: 01226 734702 Mobile: 07540 283 269 Email: mm@whpl.net Sales and Marketing Director: Tony Barry Email: tb@whpl.net
Circulation Kelly Tarff Tel: 01226 734695 circulation@wharncliffepublishing.co.uk
www.themaineventmagazine.co.uk
3
04
19/4/12
14:48
Page 1
NEWS
Expert putting his money on cashless festivals ... By Helen Williams IN five years all festivals will be cashless, according to a European expert in cashless payment systems. Steve Jenner is Europe vice president of Intellitix, a global business providing Radio Frequency Identification (RFID) access control and cashless payment. Last year Intellitix activated over 1m RFID tags at festivals including Lollapalooza in the US. Steve said RFID wristbands were also paving the way to new opportunities in audience profiling, brand activation and social media. He was speaking as part of a panel discussion Steve Jenner entitled ‘Cashless and Connected: The Festival of the Future” at the first International Outdoor Event Expo in London. He said: “This technology is completely reinventing the way festivals are shared. It was invented during the Second World War for surveillance and works in a similar way to the Oyster card. It can be put on anything from microphones to golf buggies.” The technology gives festivalgoers a unique identifying number with options to connect to their bank account and social media accounts. Users can choose to remain anonymous if they prefer, and the system is subject to data protection laws. Wristbands are sent out in the post and users then register them to activate. When registered, the wristband acts as a credit device allowing festivalgoers to top up their credit while at an event. The system is reported to cut queues, eradicate ticket fraud and unwanted resale and make sites less attractive to criminals. It can also gather all kinds of data, from people’s ages to crowd movements. It is possible, for example, to track when everyone aged 18 to 25 goes to the bar, what artists they are watching at a given time, or how many media are at an event. Panel member Rosa Martinez, managing director of Backbeat, said brand sponsors spent a lot of money to be associated with events, but had little measurement of what festivalgoers thought and no opportunity to build a long term relationship after the event. She added: “With this technology, you can demonstrate to brands in cold hard figures how you managed to achieve their brief. Brands can also get more personal. For example, Pepsi would be able to welcome people by name to their tent. Festivals create a community not just at the event but all year round and brands can tap into that.”
4
Intellitix handheld scanners in action at Eurosonic Noorderslag
Festival d'ete Quebec 2011
Intellitix portals at registration of Eurosonic conference
05
18/4/12
10:15
Page 1
NEWS
Wet Wet Wet will perform a one off outdoor concert in Glasgow this summer to mark their 25th anniversary. The hometown concert will take place on July 20 at Glasgow Green – the band’s first show in nearly five years. The event will be organised by event promoters CK Events in association with The Glasgow Show.
Weekender to bid farewell to Platt Fields ORGANISERS of the Parklife Weekender have confirmed the event will move sites next year after outgrowing its current home, Manchester’s Platt Fields Park. With just weeks to go until the 2012 festival, the event is on course to sell out for the third consecutive time – and organisers are already looking for a new home to allow it to grow even further in future. Co-promoter Sam Kandel said: “Platt Fields provided a great start for The Parklife Weekender and we’ve been really grateful. “In 2010 when Parklife was just an idea, it was really an unknown as to whether it would work. “If we had known only three years on we would be moving onto a new site to develop and grow the festival to meet demand – it would have saved many Gallowglass Health and Safety and Belgian tent hire company Magic Mirrors teamed up to offer a group of volunteers the chance to gain training and workplace opportunities in events crewing. Inspired by London venue the Roundhouse’s work in providing creative opportunities for young people, Magic Mirrors agreed to donate a 16m diameter mirror tent for use as a focal point of CircusFest, taking place at the venue, on the condition a group of young people were given the opportunity to gain training and experience as crew members assisting in the build and dismantling of the tent. The project was thought up by Alex Meder of Magic Mirrors, who said: “It’s a great opportunity for us to help young people interested in events crewing to gain some practical experience. For their part, the volunteers will learn valuable skills and gain a huge sense of achievement.”
sleepless nights.” This year’s festival takes place on June 9 and 10, with performers taking to the stage including The Flaming Lips, Kelis and Dizzee Rascal. All Saturday day tickets have already been snapped up and after completely selling out in years one and two, Sam added the team is looking forward to another successful event and saying goodbye to the festival’s current home in style. He added: “The park hosted our launch year and last summer’s expansion to a full weekend festival and will always hold fond memories from ourselves and our customers alike. “A new location is not yet confirmed but plans are in the pipeline. In the meantime we’re really looking forward to bidding farewell to Platt Fields in style.”
Top award for Festival Republic’s Melvin FESTIVAL Republic’s Melvin Benn was among the winners at the 2012 NOEA Awards, announced following a day of the debate at the association’s annual convention. He scooped the President’s award at the event, which took place at The Holiday Inn in Birmingham. NOEA president Richard Limb said: “Melvin has been chosen as an individual who has made a huge fantastic difference to the world of outdoor events. “I have much respect for all he has done for events. He has a string of successes and is probably the most experienced, successful organiser/ promoter in the world today. It is an honour to present him with this award.” Other winners on the night included Jamaica Live, named small event of the year, event organiser of the year Ben Price from Whole Nine Yards and The Royal Highland Show, which won the NOEA Scotland award.
5
06
18/4/12
10:16
Page 1
NEWS
Panel discusses contingency plans for events VIOLENT storms, artist no shows, running out of water and power failures can all ruin events – and sometimes cost lives – a panel discussion in London heard. Roskilde Festival manager Henrik Bondo Nielsen showed videos where five lives were lost in heavy storms at the Indiana State Fair in 2011 where a massive gust of wind brought down a stage. He also showed footage of the 2011 Pukkelpop festival in Belgium which was hit by a sudden violent storm. Five people died – some hit by falling trees – and one onlooker described the storm as ‘like the end of the world.’ It was important, Henrik said, to bear in mind the quality of advance weather warnings and ensure the most up-to-date, accurate information was sourced. The seminar, called ‘Houston! Effective management and contingency planning for festivals,’ took place at the International Outdoor Event Expo. Other panel members were Production Services Association chairman James Cobb, Mojo Barriers UK director Jim Gaffney, director of Event Safety Shop Simon James and Show and Event Security operations director Richard
6
Douglas. Simon said event organisers needed to look early on at structural integrity and what weather their structures would tolerate. This could vary enormously between a big stage for international touring and a stage for a small event. It was also important to establish criteria for when you were going to move to the next level in a plan, such as evacuation. Event control was vital so that no-one on site was working in isolation. Simon added: “It’s no good trying to find out who’s in charge once something has started to happen. And what happens if that person gets food poisoning and can’t make it to the site?” Skimping on costs – for extra security staff and standby vehicles – could also be false economy, and there had been occasions when a festival’s water and transport had been commandeered for other emergencies. This had happened in Copenhagen, when a festival’s buses were commandeered for people affected by floods. Risks could be greatly reduced by ensuring everyone understood show stop procedures and radio codes, and rehearsing contingency plans via ‘table top’ exercises.
Several of Great Britain’s Olympians model the kit designed by Stella McCartney for the forthcoming Olympics.
Iconic tower used for Olympic kit launch By Christina Eccles THE iconic Tower of London provided the backdrop for a spectacular launch event which unveiled Team GB’s athletes’ kit for the forthcoming London 2012 Olympic and Paralympic Games. Event production and branding specialists Icon worked closely with adidas to deliver the event, which revealed the kit – designed by Stella McCartney – to the media for the first time. The clothing – modelled by GB athletes including Jessica Ennis and Phillips Idowu – was launched with state of the art, laser mapped projection bringing the stage set to life, including video content featuring some of the athletes, alongside on stage performances. Throughout the build up process, the Tower remained open to the public – with no work on the installation allowed after 9pm. Managing director of Icon’s event production division Richard Dale explained:
“Having access to such a legendary venue was a fantastic starting point for this national launch event, but also presented its own challenge. “We wanted to be sure to combine the impact of this world famous site with the latest technology for sound and lighting to produce an event that would enhance the inevitable excitement that surrounds the unveiling of Team GB's kit for the forthcoming Games. “Having already worked with adidas on their tier one Olympic sponsorship announcement, their launch of the Winter Olympics kit at Somerset House and the more recent internal launch event of the kit available for retail to the public, we had a good understanding of the type of event and the feeling that they wanted to generate.” After the launch event, guests and media were able to meet the athletes and also see the kits displayed in a bespoke showcase event held adjacent to the main press launch structure.
Girl band Stooshe (pictured above) and Radio One DJ Scott Mills will provide post racing entertainment at an event at Kempton Park. The event forms part of the Kempton Live series of summer racing and music events and takes place on Friday September 7. Managing director of Kempton Park Racecourse Amy Starkey said: “We are delighted to have Stooshe and Scott Mills coming to Kempton Park. Both acts have such distinctive appeal and offer racegoers a unique opportunity for a great night out. There will be a great party atmosphere at Kempton on the first Friday in September. Along with some great racing action on the track, there will be some top class entertainment. Music fans should not miss out on the opportunity to see the fabulous new girl band Stooshe.”
07
18/4/12
10:18
Page 1
NEWS
Owen Brown awarded prestigious certification GL events Owen Brown has achieved the BS 8901 sustainable event management certification, which also covers the company’s Snowdens division. As part of the process, both divisions have been working to improve their transportation procedures and have already reduced their carbon footprint by 13.5 tons. They have also been further improving their recycling rate and have developed a sustainable procurement policy. Operations director and BS 8901 leader Simon Wood said: “Anyone that believes obtaining certification is easy is mistaken; a tremendous amount of effort has been required.
“The standard asks that you look at your complete business and its practices; no stone is left unturned or unaffected by BS8901. We hope that our clients and the industry now see our compliance and commitment to sustainability.” Simon added the next challenge for Owen Brown will be to convert to ISO 2012 1 during the summer when the standard is launched. He added: “There will be some additional effort by the team in order to convert to the ISO standard, but we are looking forward to taking this challenge on. And are confident we can achieve the international standard.”
A host of acts have been confirmed for this year’s Magic Loungeabout festival, which is returning for a third year. The Charlatans and BBC Six Music DJ and broadcaster Stuart Maconie will be among those taking to the stage at the event at Broughton Hall in North Yorkshire on July 27-29.
The sun setting at last year’s Wickerman Festival.
Festival prices frozen ‘as a reward to fans’ By Helen Williams TICKET prices have been frozen at 2011 levels for this year’s Wickerman Festival to thank fans for their support over the last decade. The event, which features nine live music stages, is set to attract a 15,000 strong crowd to the site in East Kirkcarswell near Dundrennan this summer and organisers are already looking at plans to build on the success of previous years. Founded in 2001, performers have included James, The Coral, The Charlatans, and KT Tunstall, with festivalgoers also flocking to watch the annual burning of a handcrafted 40-foot Wickerman sculpture. Festival coordinator Helen Chalmers said: “The Wickerman Festival has gone from strength-to-strength across the last decade, however we don’t rest on our
laurels. Through research and direct engagement we listen to what our audience is asking for. For example this year we froze ticket prices at 2011 levels as a reward to fans for their support and enthusiasm.” The festival has also built a reputation as one of the most digitally aware events in the UK. In 2010, it led the way by becoming the first Scottish festival to distribute a free downloadable app for the iPhone. It also has its own online video channel and effectively embraces social media. Helen added: “We are also constantly working on ideas to enhance the festival, including hosting special artist sessions on-site, making additions to areas of the campsite and even thinking of some exciting plans for the Wickerman himself.”
7
08
18/4/12
10:19
Page 1
FORESTRY COMMISSION CONCERT SERIES
This summer sees the millionth music fan attending a woodland gig as part of the Forestry Commission’s concert series. Helen Williams found out more.
Forest facts I The 2012 line-up is Plan B, Will Young, Ed Sheeran, Alfie Boe and Orchestra, Madness, The Wanted, Steps, Razorlight, The Darkness and The Wombats. I Forest concerts take place at Thetford (Suffolk), Delamere (Cheshire), Bedgebury Pinetum (Kent), Sherwood Pines (Nottinghamshire), Cannock Chase (Staffordshire), Dalby (North Yorkshire) and Westonbirt Arboretum (Gloucestershire). I Fastest selling acts are JLS, The Courteeners and Ed Sheeran, who plays Thetford Forest this July. Ed’s gig sold out in ten minutes. I The series has hosted over 50 headline acts including Paul Weller, Pulp, Elbow, Massive Attack, James Morrison, Simply Red, Keane and Jools Holland. I Suppliers include AP Security, Showmed, Serious Stages, Pearce Hire, Tourtech, Mojo and LMS. The crowd and stage at Thetford Forest.
Forest concerts give ‘a festival flavour and a good night out’ THERE’S something elemental about watching a band in a forest under the stars. But that’s not the only reason why ticket sales recently passed the million mark for these events. An independent music programme free from commercial branding or sponsorship is refreshing, and income from ticket sales goes to improve the local forest for people and wildlife. Projects include creating habitats for endangered butterflies. Who wouldn’t support such a cause? It’s no surprise that Forestry Commission Live Music has expanded since it started in 2001, when Jools Holland and The Levellers played across four sites with a capacity of 40,000. Now, concerts take place annually in seven forests throughout England in June and July. Over 110,000 tickets are
regularly sold each year. David Barrow, of DB Event Services, is programming and production manager for Forestry Commission Live Music. He said: “It was The Levellers who suggested rolling out to other forests. Doing a tour of our forests is much nicer than touring indoor arenas, and the audience gets a festival flavour and a good night out.” The Forestry Commission has learned over the years. “There are issues when 8,000 people are watching a band in the pouring rain. But we have trustworthy suppliers and great Forestry Commission site staff who are used to doing other big events like car rallies and mountain bike events. It’s all very slick. “It also helps that about 50 per cent of concert-goers are returners. They know what to expect – for example,
The arena at Dalby Forest in North Yorkshire.
8
Pictures credit: Duncan Ireland.
they know not to bring glass bottles. David, who used to work with The National Trust, said there was more competition now. “10 years ago there were the key summer festivals and perhaps 50 others. Now there are around 500. Booking all the bands and handling production is a 365 days a year job – and I am working with seven different site managers.” Paddy Harrop, recreation manager for Forestry Commission England, added: “A lot of people who come to our concerts are not ‘typical’ music fans. They might only go to a few gigs a year. “We want to attract more people to the forest and our eclectic programme allows us to pitch to different groups. Someone who came to see JLS is very different to someone coming to see Alfie Boe.” There is ongoing market research across the main recreation sites, and the Forestry Commission monitors Facebook as well as interviewing visitors on the ground. Research shows that first time forest concert-goers are likely to visit again to enjoy walking, mountain biking or other activities. Paddy and the management board have to ensure the concert programme is meeting overall objectives. He said: “We are a trading body but we are also scrutinised by Parliament – we certainly can’t waste any public money.” He added that managing traffic on small public roads was a huge issue. “Dalby for example is a 10-mile drive through the forest before you even get to the venue. Then we have to make sure people get from the car park to the venue and back. We don’t want anyone lost in the forest at 2am. The right balance of staff to manage all this is important.” Different artists generate different concerns.
Paddy Harrop. More mature audiences, like fans of Simple Minds, tend to arrive on site later, while JLS fans arrive earlier. Plan B will have a lot of kit whereas someone like David Gray, a more acoustic based artist, will not. Ground conditions can be a challenge, especially in wet weather, and the amount of machinery on site has to be minimised. Hardstanding has been installed for tour buses, and track matting and wood chips are also used. And what about wildlife? “The temporary intrusion doesn’t seem to impact. Remember, our maximum number of evenings is six a year,” said Paddy. “Deer, squirrels and birds also get used to people being around because the forests are recreational areas anyway.”
09
18/4/12
10:20
Page 1
NEWS
‘Augmented reality’ for festivalgoers By Helen Williams FESTIVALGOERS will soon be able to totally customise their experience of an event through ‘augmented reality’, experts have claimed. Through mobile apps, social media and other tools, fans will be able to create their own personal souvenir, such as an image of them introducing their favourite band live on stage. Augmented reality takes virtual objects and layers them over live camera images. It has been used to create an app, for example, that allows people to point their smartphone cameras at the New York skyline and see a digitised version of the World Trade Centre towers. The possibilities were discussed at the ‘Cashless and Connected: The Festival of the Future’ seminar at the first International Outdoor Event Expo in London. Among panel members was Stephen O’Reilly, director of international sales for Mobile Roadie, which powers apps for some of the world’s top brands. He said: “What fans really want is content. They want to see videos of the gigs, listen to the music and be able to interact and upload their photos to Facebook and Twitter. Fans are willing to spend money inside these
apps – we launched an app to sell music for example – and everything is moving towards mobile payments, but, like itunes, it has to be easy.” Stephen thought more people would download, say, a Glastonbury app than would attend the actual festival. He believed apps should be free but offer ‘in app’ shopping opportunities – such as buying a T-shirt. He added: “Madonna built a mobile app for £1,000. It’s very simple to do it yourself these days.” Rosa Martinez, managing director of Backbeat Communications, said the technology had important implications for brands. “Brand sponsors could create a photo booth using augmented reality, where fans could for example ‘transform themselves’ into a zombie or a wolf, age themselves etc – and the brand logo would appear on the finished image.” The panel was told there was no longer any income in printed festival programmes. Stephen added: “Some festivals think they only need to transfer their programme to an app but there is much more to it than that. You can now hold your phone over a festival programme and it will give you additional extras. We could also see the use of retinal scan technology, now being used in airports.”
Jessie J performing at Newbury Racecourse’s Ladies Day featuring Party in the Paddock, Saturday August 18
Jessie hits right note at ladies’ day BRIT Award winner Jessie J will perform at Newbury Racecourse’s ladies’ day as part of the venue’s popular Party in the Paddock series. The event takes place following a day of racing at Newbury on August 18, with partygoers also being able to choose from a selection of ticket packages including private hospitality and the popular White Room After Party. Managing director of facing and
events Stephen Higgins said: “Securing an act like Jessie J, who has a global army of fans, is testament to the popularity of the Party in the Paddock events. Last August Tom Jones crooned to 25,000 ladies and gents and who better to fill his shoes this time round than Jessie J, who will not only be setting the style stakes as a renowned fashionista, but will be aiming to rival her fellow The Voice UK judge (Tom) on the vocals!”
9
10
18/4/12
10:20
Page 1
FESTIVAL BARS
Developing the latest equipment, working on established projects – and new events – will all be keeping festival bar suppliers busy this summer. The Main Event found out how they are preparing.
Firms expect busiest summer yet IN anticipation of a busy year, London based Peppermint Bars and Events has expanded to bring in a team specifically to deliver events around the Olympics and make further inroads into the sporting events market. The company, which has been in the event industry almost 10 years, operates its own events and manages bars on behalf of festivals including Bestival, Field Day and Secret Garden Party. Director Alex Brooke explained: “We started expanding the team over 18 months ago to specifically deliver on events around the Olympic run – but sporting events are no stranger to us – we started the business doing them. “Our core market remains in festivals, but our model of high volume, high quality bars is a perfect fit for sporting events, even beyond the Olympics.” Peppermint is involved with a number of Olympic fringe events and is optimistic about their success. Alex added: “Imagine how busy you think it's going to be, and then multiply it by 100. I just hope London’s ready. “Everyone we have spoken with, be it LOCOG or event managers that have worked at other Olympic events promise that we will be surprised. “We have had almost two years to plan these and we're looking forward to the challenge.” Another leading supplier, Bar Bazaar,
10
is also looking forward to another busy summer. The company, which has been supplying bars to some of the UK’s biggest and best festivals as well as prestigious corporate and sporting venues, is currently working on a number of projects for the summer Olympics – including manufacturing a bespoke bar for CocaCola. A company spokesman added: “The Olympics will certainly affect our business this year. “Throughout the summer across London and the rest of the country companies and brands will be holding promotional events and functions either directly or indirectly linked to the Olympics. “This time of year is one of our busiest regardless but this summer should be our busiest yet.” A range of new technology in this area will also be helping organisers to get the best out of including festival bars at their events. Peppermint is currently heavily investing in state of the art dispense equipment and new bars for the coming summer, as well as new technologies including cashless and a brand new online system for managing its sister business FestivalVolunteer.co.uk – which provides volunteer staff at large scale events.
Peppermint Bars has brought in a team to deliver events around the Olympics.
11 Eagle
17/4/12
11:24
Page 1
12
18/4/12
10:21
Page 1
BRANDING AND SIGNAGE
Providing visitors with information, giving exposure to sponsors and injecting a new lease of life into a long running event are just some of the ways organisers are using branding and signage. In a special feature, The Main Event takes a look at the hottest products on the market and speaks to the companies leading the way.
Branding breathes new life into well-established venues
The Eastbourne Tennis Championships is one of the many diverse events Sunbaba has worked at.
12
THE introduction of fresh new branding can help to breathe new life into a well established venue – as Stoneleigh Park in Warwickshire can testify. In a crowded marketplace, bosses wanted to make sure the venue stood out from the crowd, so enlisted the help of design specialists Jellyhaus who came up with a new concept to transform the brand. CEO Ian Pegler explained: “Following the split from the Royal Agricultural Society who used to manage the site, we wanted a fresh, modern brand identity that was more in line with our business and the events industry. “Obviously with 800 acres of open space and up to 40,000 visitors on the site each day, there’s a lot of opportunity for signage to be overlooked and easily lost. “We knew we needed to ensure the new signage on the exhibition halls was distinctive and clearly visible to people driving onto the site – we’ve found the bright brand colours and striking, quirky design has given our facilities a very
clear identity across the busy estate.” For organisers of outdoor events, branding and signs are a vital way of communicating messages to audiences and the chance for sponsors to promote themselves and their services to festivalgoers. One company which has vast experience in this area is branding specialist Sunbaba – which has worked on events as diverse as music festival Lovebox, the Red Bull Flugtag and the Eastbourne Tennis Championships. According to managing director Jan Booth, the way organisers are using branding and signage is changing, as they look to maximise all space available at their events. She added: “The differentiation between providing information to visitors, giving exposure to sponsors and branding your actual event is now blurred. Often, all of these elements are incorporated in to one sign or banner as events look to capitalise on any appropriate space on their site. Continued on page 13.
13
18/4/12
10:59
Page 1
BRANDING AND SIGNAGE
“One client has used the same branding kit for the last six years, re-used and very cost effective.” – Imaginators’ Tony Hills “Conveying the brand of any event is vital to both its short-term success and its long-term stability, so choosing the correct way to communicate that brand is crucial. Sunbaba understand this and seek to consult, assist and support events with the provision of their branding solutions.” In a difficult economic climate, organisers are also looking at how they can get the best value for money – and with ‘green’ issues also now high on the agenda, reusable or recyclable branding is allowing them to tackle both issues head on. Xtreme Graphics marketing manager Santha Hope added: “XG encourage recycling and reuse of our products, which is something fabric allows as it can easily be washed. The reusability of our textile products means that they are a more cost effective solution in the long-term over non-sustainable material.” Imaginators’ – a company which has worked on festivals including Reading and Leeds, T in the Park and the BBC Proms – has also noticed a trend for organisers reusing signage at events. Imaginators’ Tony Hills added: “Certainly organisers are continuing to be environmentally aware. However
often only if this means no increase to costs. “We widely promote re-use of our branding and use materials which will have a long useful life. One client has used the same branding kit for the last six years, re-used and very cost effective.” With events taking centre stage and all eyes on the UK this summer, branding will be vital to convey key messages to visitors and also to wider audiences watching the action from home. New products to hit the market include Sunbaba’s soft cube shaped seat and bean bag, which can be custom printed to fit in with the theme of an event, and XG Group’s new textile orientated display systems and slim-line fabric LED light-boxes. Tony added: “Without doubt 2012 will be a busy year for the event industry. We can expect the media to ramp up the patriotic mood for the Jubilee and wall to wall preparations for the Olympics. “With many events vying for attention and sponsors keen to expose their brands to a larger and more focused audience the need for strong and effective branding will be high.”
Imaginators has worked on a variety of events both at home and abroad including Reading and Leeds and Orlando Calling.
The original branding at Stoneleigh Park (above) has been replaced by a new, more colourful logo (below).
13
14
18/4/12
10:23
Page 1
TRACKWAY
Portable trackway provides a vital part of any outdoor event – helping both suppliers and festivalgoers to navigate a site safely and easily. Here, The Main Event takes a look at how the industry is gearing up for another busy year.
Environment is key for suppliers THE upcoming Olympics and looking after the environment will be among the issues facing trackway suppliers this summer, according to experts. TPA is Europe’s largest supplier of portable roadways, pedestrian walkways and pitch cover and has worked on a wide range of outdoor events including Latitude, Wimbledon, The Open golf tournament and the Royal Horticultural Society’s shows at Tatton Park and Hampton Court Palace. The company has recently made a seven figure investment in market leading terraplas plastic pitch cover products and is looking forward to working on 2012 events including Coldplay’s stadium concerts and the RHS flower shows. Sales manager Richard York said: “At TPA we appreciate that delivering an outdoor event, regardless of its audience capacity, can be a stressful time for the organisers; timing is critical, and the logistics need to be finely honed to meet the planning schedule. “In the majority of cases we prove ourselves an integral part of the initial event infrastructure, laying the access route for the full spectrum of the site traffic, be it vehicle or pedestrian. We understand the need to adhere to stringent schedules and deadlines, whilst being flexible in case the weather turns inclement.” Eco Trackway is also preparing for the
14
busy summer season, having worked over the winter on prestigious events such as the popular Winter Wonderland in Hyde Park. According to CEO Jonathan Vaughan, there are many considerations organisers need to look at when planning trackway requirements for their outdoor events. He added: “They need to consider health and safety – all Eco Trackway products will undulate with the ground, providing a seamless, even and safe surface with nothing sticking up to form trip hazards for pedestrians or puncture vehicle tyres.” He added accessibility is also vital, with the company’s products man handleable and portable for when access is difficult or environmentally sensitive. Looking after the environment is also important for organisers and suppliers wanting to prove their eco credentials. “All Eco Trackway is eco protective, protecting the ground from long term damage; there are vent holes to let light, rain and air through and the underside is designed to ventilate the ground, enhancing growth in grass and vegetation.” With all eyes on the UK this summer, the Olympics will be taking centre stage – with both Richard and Jonathan believing the event will have a big impact on the wider industry. Richard added: “The impact of the Olympics on TPA’s 2012 business shall
Eco Trackway has worked on events including Hyde Park’s Winter Wonderland. be due in the main to the maintenance of the trading balance between servicing our existing client base whilst ensuring relevant product availability for this ‘once in a lifetime’ high profile opportunity.”
Jonathan added: “It is already is impacting in a positive way. Although anyone needing trackway needs to be sure to get the quantities and dates booked in from reliable and reputable suppliers well in advance.”
15
18/4/12
10:24
Page 1
NEWS
Five minutes with ... Liz Taylor, event planner, Taylor Lynn Corporation
‘25 years on I am still excited by every event that I plan ...’ How did you get into the events industry? I worked in fashion PR and at a meeting with the sales manager for the Midland Hotel in Manchester she mentioned that the hotel needed a client party planning. I saw an opportunity, said that I would do it, thought OMG and then planned an "Oscars" styled night for 200 people. From that event I picked up so much work and great feedback that I saw a gap in the market for quality event organisers and event planning became a full time occupation very quickly. 25 years on I am still excited by every event that I plan. What has been the highlight of your career so far? So many highlights, but I particularly enjoyed working last year with Gary Barlow and the BBC Children in Need team on planning the inaugural north west fundraising event for BBC Children in Need in November. A wonderful night and a fabulous group of people to work with. Surviving more than one recession, appearing as a mentor on BBC's "Working Girls" programme and taking sole control of the TLC business a few years ago have also been massive achievements for me. What’s the best event you have worked on? It has to be the planning of my daughter Goldie's wedding. It was a Moroccan styled
Kooky singer Paloma Faith has joined the line up for this year’s Larmer Tree Festival, organisers have revealed. She will headline the main stage on the Thursday night of the festival, with other acts on the bill over the weekend including Jools Holland and The Levellers. Founder and co director James Shepard said: “There’s definitely going to be a buzzing theatrical feel to Thursday night, with comedy headliner Tim Minchin rocking with his unique blend of musical comedy, followed by Paloma’s distinctive, dramatic performance. This year’s festival looks set to be our best yet.” Picture: Steve Vas / Featureflash
event at Tatton Park in Cheshire and was just absolutely spectacular. I loved everything about the styling of the reception but the fact that my daughter was at the centre of the whole occasion just made it very special. What do you think will be the biggest issue affecting the industry this year? I think that corporate budgets are still tight and the dominant factor. Although I see more of my corporate clients making plans for future events so there are positive signs on the horizon. Companies are definitely still prioritising the need to maximise return on investment in all marketing spend, so events that can show a tangible link to the bottom line or aid brand development are key this year. What impact do you think the upcoming Olympics will have on the wider UK events industry? I want to say that it will have a massive effect but if I am honest, I am not seeing it right now. Perhaps the London-based event businesses will see some upturn but I don't see this spreading to the rest of the UK. I can see it causing other issues such as lack of available venues in the Capital for nonOlympic events and a few of my clients have already decided to take events out of the UK to avoid over-inflated venue costs during the Olympic time.
Promoter rebrands to reflect diversification LEADING music promoter DF Concerts has rebranded as DF Concerts and Events to reflect its growing diversification into nonmusic related events. The organisation has been at the heart of Scotland’s live music scene for over three decades producing hundreds of gigs and concerts of varying sizes – including popular festival T in the Park – as well as non music events such as Glasgow on Ice and the historic Papal Mass at Bellahouston Park. CEO Geoff Ellis explained: “Whilst music will always remain the major driving force of our business, our skills, expertise and knowledge as
promoters and event organisers can be easily transferred into many other types of large-scale events. “We have a highly skilled and experienced team that is as comfortable promoting or organising for the likes of The Eagles, Take That, Kings of Leon, Eminem, AC/DC, Radiohead, Rihanna and Coldplay and the best emerging talent around as well as event managing cultural events, ice rinks and sporting spectaculars. “Therefore, it makes sense for us to continue to diversify and have a company name and identity that appropriately reflects this.”
New guide boost for event organisers TRADE association MUTA has launched a guide to help event organisers broaden their understanding of the different temporary structures on the market. Saddlespan Installation: Guidance on Best Practice has
been developed with The Amazing Tent Company to complement the existing MUTA Best Practice Guide. It covers the preparation, on-site practices, anchorage, erection and dismantling of Saddlespan structures. 15
16&17 classi
17/4/12
15:47
Page 1
CLASSIFIED AIR DISPLAYS
BARS
BALLOONS
BIG TOPS
CAR AND VAN RENTAL
CCTV HIRE
EVENT BRANDING
16
CATERING
CROWD MANAGEMENT
EVENT HIRE
16&17 classi
17/4/12
15:48
Page 2
CLASSIFIED FAIRGROUND
EVENT PRODUCTION
FIREWORKS
FESTIVALS
HEATING AND COOLING
LARGE SCREEN HIRE
PORTABLE KITCHENS
FREIGHT
MEDICAL
PORTABLE ROADWAYS
POWER
17
18&19classi
17/4/12
15:48
Page 1
CLASSIFIED POWER
RADIO HIRE
RECYCLING
REVOLVING STAGES
SILENT DISCOS
STAGE HIRE
STAGE HIRE
18
18&19classi
18/4/12
11:48
Page 2
CLASSIFIED TOILETS
TRAFFIC MANAGEMENT
ADVERTISE HERE
WASTE MANAGEMENT
WATER SUPPLIES
VEHICLE HIRE
SUPPLIER NEWS AND SERVICES
CountLess – it’s the safe that counts! COUNTLESS, an innovative new cash management unit, is being launched in the UK by the Osprey Group and marketed by associate partner, Integrated Access. CountLess is a combined cash management and secure storage system designed to revolutionise cash handling and increase bottom line profit for any commercial outlet needing to protect and secure cash at point of sale. Manufactured in a tough steel casing, with banknotes held in a tamper proof cassette, CountLess is a stand-alone intelligent cash deposit unit situated under the counter, offering an ideal solution for event environments by providing rapid 100 per cent counterfeit validation at the transaction position, as well as secure note containment and instant end of shift cash holding by denomination. Developed to enhance the efficiency
of the cash process, CountLess reduces the need for till skimming, cutting down shift reconciliation and bank preparation time whilst increasing staff safety by offering a deterrent against till snatches. In today’s challenging economic climate it is even more relevant to embrace the importance of implementing an efficient and effective cash handling facility. CountLess meets this brief and fulfils its purpose to offer a resourceful product, implementing cost cutting elements to eliminate losses and afford a positive impact on that all important base line profit. For more information email paul.batty@osprey-group.com or telephone Integrated Access on 01756 753905.
Aggreko powers Olympic venues WITH just a few months to go until the London 2012 Olympic and Paralympic Games, Aggreko, the world leader in the supply of temporary power and temperature control solutions – and the Games’ official temporary energy services provider – is providing temporary power and technical expertise to help LOCOG prepare for the world’s greatest sporting event. Aggreko engineers and event management experts are supporting the ‘London Prepares’ series, part of the preparation for the London 2012 Games, which is enabling LOCOG to test key aspects of operational readiness. The programme of international sporting events is being hosted at a series of venues to test systems, operational
approaches and procedures. The first phase of test events was successfully completed in 2011, with Aggreko providing temporary power and engineering support at Horse Guards Parade for beach volleyball and at Eton Dorney, the venue for rowing and canoe sprints. Aggreko will support LOCOG at major venues during the various phases of the ‘London Prepares’ series, including the Velodrome and the Hockey Centre. In addition, providing temporary power to test all venues’ systems, as part of the commissioning process. For more information contact David Camm on 01543 476205 or email david.camm@aggreko.co.uk
19
20 LMD
17/4/12
13:56
Page 1