For the 2011 Football League Awards, we were asked what we’d do to justify a move from the usual Park Lane hotels and surpass previous events. Here’s what we did:
We established a single team to work with the client throughout and included all the venue’s spaces and in-house services. In addition to the main event space, we created a trophy room, a media room, sponsors’ lounges and an after-show party in the Smeaton Vaults, giving key sponsors additional marketing opportunities.
We created a bespoke (and very manly) three-course menu in client tasting sessions with our head chef. For the show itself, we worked with the client, in-house AV specialist MCL and H2BC to create a stunning light wall, stage set and branded colour wash, including video links and sponsor videos.
The result? The Football League will be coming back to The Brewery next year.
For five years The Brewery has hosted the annual Kerrang! Awards, one of London’s biggest, wildest and loudest evenings. The event takes over our largest spaces and it flexes our ability to host large, high profile events that generate a considerable TV, radio and press interest. The awards are broadcast live on Kerrang! Radio and recorded for Kerrang! TV, and the sponsors all require proper exposure through the event space and the media.
The courtyard is used as the red carpet area with press boards and interview areas setup along its length. Inside there are special spaces for TV interviews.
The King George III is the drinks reception, which each year is transformed by Torture Garden with a fittingly weird and wonderful theme.
The ceremony and the following dinner are then held in the Porter Tun, its broad, uninterrupted span being popular with photographers and camera crews anxious to capture all the action.
This is an intensely social event and legends of rock don’t like to sit for too long, so the menu is designed to be served and eaten quickly. It is recreated each year to match the theme of the event; last year was Kerrang!’s 30th birthday, so guests were served party food including a slice of birthday cake.
The Kerrang! locomotive will steam into The Brewery again next year…