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Case Study
OVERVIEW
Client: Contemporary Event Structures
Event: Bentley Lamborghini 10-year anniversary celebration
Date: 4 July 2014
Attendance: Over 400 guests
ABOUT THE CLIENT
Contemporary Event Structures (“CES”) specialise in supplying a range of inflatable and temporary event structures for indoor and outdoor events, with an exceptionally high standard of quality, delivery and service. They pride themselves on real attention to detail and quality.
EVENT OBJECTIVE
In celebration of Bentley and Lamborghini’s 10th anniversary of their Birmingham setup, a luxurious party was to be delivered to thank existing clients and staff for their support.
The celebration aimed to help align the automotive brands with a younger, trendier audience than they had been associated with previously.
WHY THE NEC?
A central West Midlands location, with excellent transport links and close proximity hotels, was important to the client. As the NEC is placed at the heart of the UK motorway network and attached to Birmingham International Train Station with a choice of hotels within short walking distance, the venue fit the bill perfectly.
The client required a flexible outdoor space that would fit the modern temporary event structures comfortably and in-house catering options that suited the event theme.
The setting was also important in order to showcase some of the best luxury and performance cars that Bentley and Lamborghini offered, which included the world’s only Bentley GT3R race car. The scenic NEC Campus lent itself to this perfectly.
FORMAT
The event took place within a stunning temporary marquee on the 3,905m² outdoor space adjacent to the NEC Piazza entrance and overlooking the picturesque Pendigo Lake. Guests enjoyed music, food, cocktails and fireworks, as well private showings of unique and prestigious Bentley and Lamborghini cars.
The NEC team provided security to support the event by controlling location access and supervising all night, which was essential due to the expensive selection of cars showcased at the event. Meanwhile, the NEC Group’s catering arm, Amadeus, provided a show-stopping food and drinks menu.
CHALLENGES
With the event being on an outdoor space the NEC needed to provide power and utilities to the structure built by CES, however this was sorted promptly. There was a brief struggle with uneven surfaces due to rocky terrain but that was easily overcome by using different ground anchors.
The experience of the NEC team and flexibility of the venue was highlighted by the ability to deliver an unusual event on a very short lead time – just seven weeks from enquiry to delivery.
CES Director, Gavin Miller, commented: “The NEC were great to work with, anything that we required from catering, power, utilities, security or cleaning were all in hand.”
SUCCESS
Following rigorous planning and coordination across various NEC teams, in conjunction with CES, a very smooth event was delivered. Gavin Miller said: “The NEC was definitely the right choice for our prestigious Bentley and Lamborghini celebration event. The experience of the team and the willingness to assist ensured the event ran without a hitch. Great infrastructure, great location. Thank you!”
The feedback from staff and guests demonstrated how breath-taking the event was, with one customer commenting to the Bentley and Lamborghini management: “I would just like to say thank you for an exceptional evening at the NEC. What a creative cutting-edge approach, the world needs different. I can only begin to imagine the back room planning for such a large-scale event, a great job well done.”
Management of Bentley and Lamborghini were impressed with the operation and the event exceeded expectations with a few cars sold thanks to the evening’s efforts.
The client concluded: “The NEC was a great venue for us as event organisers. We were pleasantly surprised at the efficiency and willingness to assist at every turn. We will definitely be back soon!”
If you'd like to find out more about what we could do for your event, please send us a message below or call one of the team on +44 (0) 121 767 2782.
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