caseSTUDY Client: Trader Media Group Event: Annual Leadership Conference Group Size: 180 – 200 delegates Agency: Venues Event Management Date: 3rd May 2012 Venue: Carden Park, Chester – UK Outside Agencies: AV Network, Off Limits and Themes Incorporated
caseSTUDY The Concept Trader Media Group are owners of Auto Trader and many other brands. Trader Media Group has built on that customer trust by offering a huge variety of online, mobile and magazine opportunities for buying and selling the whole range of business and private vehicles. The company operates nationally throughout the UK and have an international presence in Ireland and South Africa. The Leadership Conference is an annual event for Executives and key managers of the company. It provides an opportunity for the company to get together to look at how well the company is achieving with a business overview as well as moving forwards in regards to the market place building momentum with digital marketing solutions.
caseSTUDY The Brief The original brief was to source a venue in New York for approximately 180 – 200 people with conference facilities and off site dinners. The conference could either be held at the hotel or it was preferred that it be offsite for a more innovative feel. Proposed options to the client for both bedroom and conference facilities: •The Waldorf Astoria •Trump Soho New York •Jumeriah Essex House Proposed options for bedroom only: •Hudson Hotel •Mondrian Soho Proposed options for conference only: •Skylight Soho •Edison Ballroom
caseSTUDY The Brief Due to perception the client reconsidered the location of the conference and it was decided to bring it into Europe. The second location suggested by the client was Barcelona and a proposal was put together with hotel and conference facilities and offsite dinner venues. For both destinations Venues Event Management were asked to take on flight bookings from UK airports – Birmingham, Manchester and London; venue finding; creation of logo and event strapline; delegate management and event collateral. After much deliberation it was finally decided that the conference should be bought into the UK.
caseSTUDY The Brief Venues Event Management looked into three options for a UK venue: • Celtic Manor • Wokefield Park • Carden Park When proposing venues, grounds were needed to taken into consideration for outdoor teambuilding activities. Due to logistics it was decided that Carden Park was most suitable and worked best for the clients needs with their on site activities and grounds. With the changes made from the original brief, Venues Event Management continued to carry out with the venue find, website design, delegate management and collateral.
caseSTUDY Execution Venues Event Management arrived on site at Carden Park on Wednesday 2nd May for final project meetings and oversee set up of the conference and rehearsals from speakers. Delegates arrived on the morning of the 3rd May and registered with the Venues Event Management team upon arrival. The first part of the conference took place in the Carden suite and featured various guest speakers throughout the morning. During the afternoon the delegates then made their way to the afternoon activities. Delegates gathered in The Carden Foyer for pre dinner drinks before dinner in the Carden Suite where prizes were awarded for the afternoon activities. Between courses Off Limits carried out various activities which included balloon popping, races, with a final awards ceremony at the end of dinner. Delegates then enjoyed the rest of the evening with a disco. On the morning of the 4th May, delegates were given free time for spa treatments, use of the golf course or high ropes before departing.
caseSTUDY Challenges Venue Sourcing Sourcing a venue for the number of delegates proved challenging as the client wished to have large external grounds for outdoor activities. This reduced the initial search quite considerably which didn’t allow the client much choice in terms of location. Fortunately Carden Park fulfilled the requirements of the client and worked well for the conference. Budgets For what the client wished to achieve from the conference the budget was tight. A lot of negotiations took place in order to fulfil the clients needs. Design Venues Event Management were initially asked to take on the design element for the conference however when the conference was taken into the UK, the client took the design in-house in regards to the creation of the logo and strapline. Venues Event Management continued with the collateral in regards to name badges.
caseSTUDY Verdict “Overall I am really happy with how the event ran. It was challenging to start with in regards to the changing of destinations but once we settled on Carden Park it was a very smooth process. The venue was in an excellent location and the service they provided was exceptional and was really suited to the type of event we held. It was challenging finding a venue that catered for this number of attendees with the required outdoor grounds that were necessary for the team building exercises.” Carol Neal Client Manager Venues Event Management
caseSTUDY Testimonial “Not only was this the best conference that Trader Media Group have organised but this is the best conference I have ever been to. As a result there will be no tender process for 2013 as Venues Event Management have secured the contract.” John King CEO Trader Media Group