During our work creating hospitality spaces during the 6 Nations for 4 consecutive years we can say we’ve honed our hospitality environments and have a wealth of knowledge to make them great places to be. Our initial brief involved creating a seamless experience simultaneously across all 6 countries throughout the tournament for RBS. We took their rugby legacy and the current campaign and deconstructed them to convey their message in a subtle way. All of this was incorporated into a concept of making it a familiar place to watch rugby – where else would that be other than your local pub. Our vintage industrial concept used bare timber frames, up-cycled school furniture, bespoke bar tables & rugby memorabilia.
The ideas were developed into a kit of parts that could be used in a multitude of configurations enabling us to rebrand & re-use it at any given location. Extra elements used to elevate the guest experience included Ipad check in to minimise queueing, charging stations available in the suite and grab and go snacks for the match. We have since taken the kit to all 6 venues and over the years developed the concept to include the RBS group brands of NatWest, Royal Bank of Scotland, Ulster Bank, Coutts and their respective ad campaigns and focus for that year.
Relationships & management at stadia
Other driving factors were the need to activate this with maximum impact in the most cost sensitive way possible. After the first event galvanising their belief in our creative yet pragmatic approach, it has meant that we have also been called upon time & time again when the need arises for a fast yet creative solution. Further to this, by having built longstanding relationships with each venue it has meant we have the knowledge of the distinct procedures in place for security, accreditation, catering & access. We can also easily identify the venue specific details that can be added to fine tune the event and create a successful hospitality environment tailored to each venue.
In event activation, experience matters…