Stuart WoodAccess surveys some case studies and landmark moments in one of outdoor event’s most vital sectors.
Forever 21
This year marks a big birthday for Losberger De Boer and the Goodwood Festival of Speed, as the partnership celebrates turning 21.
Since 1998, Losberger De Boer has created temporary event space solutions for the likes of Mercedes, Jaguar Land Rover, BMW and Bentley on the stunning Goodwood Estate. This year is no exception, with stands for Jaguar Land Rover and FutureLab already taking shape.
Whether it’s a hospitality suite, vehicle showroom or exhibition stand, Losberger De Boer have been on hand to provide spectacles for the world’s biggest motor fans. Project manager Rebecca Chipping says: “Having worked with Goodwood for so many years, we know the event like the back of our hand. We’re able to work closely with Goodwood and sponsors to transform their ideas into reality, foreseeing any issues along the way and working with them to provide a great fan experience.”
As well as the external structures, Losberger De Boer UK also provides interiors which are designed and manufactured in house, including internal walling, ceiling linings, floor overlays, graphics, bespoke furniture, staircases and work to make the space fully branded.
Chipping adds: “We try to reuse a lot of what goes into our stands such as recovering existing walling to make it as sustainable as possible. People like the fact we’re a one stop shop and a single point of contact, making their stand creation a fun and exciting experience.”
Case study: Betting on Football Conference 2019
Sports Betting Community (SBC Events) organises some of the largest international events for the sports, sports betting and gaming industries, with a focus on inspiring content, information, networking and new business for senior executives.
Stamford Bridge has been the chosen venue for four consecutive years, offering multiple transport links.
Betting on Football Conference 2019 was the 6th annual edition of the largest international sports and football betting trade conference, which was held from 19-22 March 2019 at Stamford Bridge. It is the only trade conference that brings together decision makers from international operators to address recent issues and opportunities in the sports betting industry.
Attendees participated in multiple 1:1 meetings, an exhibition which held 40 exhibitors in the venue’s blank canvas, 1,400sqm space the Great Hall, as well as dedicated networking events and personalised, behind the scene tours of the stadium.
As the event had such a comprehensive agenda, one of the challenges Betting on Football faces is to ensure visitor traffic on the event floor. Several changes were made in 2019 to facilitate this, including creating two conference rooms in temporary structures attached to the West Stand, by building a 20m by 20m marquee (see images).
In addition to the marquee, the event took over much of the venue’s conference and events facilities including the Great Hall, Harris Suite, Drake Suite, Tambling and Hollins Suites, Level 2 executive boxes, Directors’ Lounge, and Frankie’s Sports Bar & Grill, with many attendees staying in the on-site Millennium & Copthorne Hotels.
The Great Hall acted as a media lounge, and the exclusive Directors’ Lounge hosted a VIP all day drinks reception for the main sponsor – Golden Race. Frankie’s Bar & Grill was used by event sponsor, Trustly, for three consecutive days for meetings, a buffet for selected guests, plus private and networking drinks, where guests enjoyed a selection of spirits, beers, wine, cocktails and soft drinks.
Throughout the event, street food stations including SW6 Burger, Mexican City Street, Blondie and Brownie Bar, In the Dog House, Mac Shack, and Pick ‘n’ Mix offered a wide assortment of delicious food.
SBC Events worked with the venue’s AV partner, Peachy Productions, to cater to all AV and conference needs, including stage set up, PA and speaker systems, and catering to the needs of the 40 exhibitors.
Peachy also managed the marquee structure and build – the largest purpose-built external space in Chelsea history. The marquee was used for the main conferences and featured a curved LED screen from Peachy.
SBC Events and sponsor branding covered the exterior of the stadium and was visible throughout the entrance and registration areas. The event spaces and marquees were dressed with SBC branding, including signage and digital screens, as well as table football and relaxed seating areas amongst the exhibitor stands.
The Harris and Drake Suites were used for smaller conferences and set up with a stage cabaret style for the comfort of guests and speakers.
Client/Brand Name: SBC Events
Event Organiser: Paul Mills, chief operating officer, SBC
Event Date: 19-22 March 2019
Event Name: SBC Betting on Football Conference
Number of delegates: 1,500+