Goals are now defining the conference format, says Simona
Negretto, head of conferences and events at Vue. Here, Negretto looks at this
goal-orientated event trend in action.
Over the past 12 months, the team has noticed that businesses
are adapting their event design with a variety of ideas to enhance event
outcome.
M Group Services Energy Division, based in Newcastle, chose
Manchester Printworks for their end of year wrap-up conference, and wanted a
show-stopping one day event. The mission was a ‘thank you’ to the newly merged
operating businesses: Morrison Energy Services, Morrison Data Services and
Callisto.
It was the first big event where everyone was together in
one place, so engagement and atmosphere were of high importance. Hiring the
entire wing of Printworks’ third floor including LED screens for film themed
branding, M Group Services embraced the cinema setting using everything that
was available to maximum effect.
After walking in to the ‘Guardians of the Galaxy’ theme
tune, 130 senior leaders were treated to bespoke videos harnessing the power of
high-definition Sony 4K and Dolby Atmos sound. The videos depicted all the different
aspects of the business bringing them together as one. Following on was a high
energy icebreaker of ‘Play your cards wrong’ with each delegate given a big
playing card with ‘higher’ on one side and ‘lower’ on the other.
This really got the energy going in the room, encouraging
everyone to participate. Executive assistant and event organiser Sarah Cawley
said, “We wanted to create an immersive environment where everyone felt part of
the narrative, starring in our business as a future story. We used the LED
screens with different film poster themes for different departments and video
instead of PowerPoint. It was a highly effective strategy.”
After a finger buffet lunch, a one-hour presentation was
given on how the business works from one end to the other. The closing out
video, shown on the big screen, featured all the delegates arriving at the
event, proving that true to word, everyone has a starring role in the business.
Mitchells & Butlers are one of the leading pub and
restaurant companies in the UK. Operating managed businesses including All Bar
One, Toby Carvery and Miller & Carter, they choose multi-site roadshows for
fast-paced morning events to avoid the need of excessive travel and time away
from delegates’ business. They have worked with Vue destinations all over the
UK from Glasgow to Bristol. General managers come together to hear key company
messages from senior business leaders in Vue’s comfortable setting.
PA to the CEO and event organiser Debbie Timms said, “We
have worked with Vue for the past three years and have found it to be a great
way of delivering key messages in person and at pace. The locations are
convenient, amenities comfortable and our managers can arrive and simply focus
on taking away the necessary information to support them back in their
business.”
A global beauty brand, featuring a high-profile celebrity,
wanted a very discreet one day event for its internal, interdepartmental
conference at Westfield, White City. No branding was featured and a low-profile
check in area was created. The celebrity was ushered in secretly to a green
room so they wouldn’t be noticed by the public. Load in began at 6am with
rehearsals commencing at 8.30am for 15 external brands to pitch to the buying
client. The full event ran from 1-5pm with guests given beauty branded
pic’n’mix, water and popcorn for the duration. Vue event manager Ash Richardson
said, “The event was highly discreet. No one would have even noticed it was
happening if they weren’t involved and the celebrity was able to arrive and
leave successfully without hindrance.”
A well-known soft drinks manufacturer chose Vue in Bolton
for their senior leadership conference focussing on sales, figures and targets.
130 senior level delegates attended the venue complete with fully reclinable raked
seating, giving everyone a clear view of the big screen. The goal of this
half-day event was to deliver the presentation in the most clear and concise
manner to focused delegates. AP Events provided additional sound and vision
support and a light sandwich lunch allowed delegates to network before heading
back to the office.
The cinema setting allowed all four brands to host very
different events according to their needs from the show-stopping to simply
focussing on content delivery. Vue’s ability to respond to each client’s
particular requirements is shown by the level of returning business. Clients
are often surprised that cinemas are great places to host events, but as these
brands have discovered, they are highly adaptable in helping clients achieve
their goals in varying formats.
