What was the event? An entertainment showcase created between agency Sternberg Clarke, Liverpool Street hotel Andaz and AV company MCL for 300 corporate event buyers and agencies. It allowed all three companies to highlight their services, facilities and latest products.
How was the brief met? The hotel offered a number of spaces for guests to explore, including its Masonic Temple. Two of the spaces contained interactive entertainment that made full use of the AV facilities provided by MCL.
These included cooking demonstrations in the Andaz Studio, with chefs teaching guests how to make dishes such as apple crumble and risotto. Meanwhile, the Bishopsgate and Chancery rooms hosted performances from acts, both new and old, provided by Sternberg Clarke. Artistes ranged from beatbox band Duke and light jugglers Feeding the Fish to circus act Hoop La La. Other interactive entertainment at the event included a Nintendo Wii competition, while in the evening a silent cinema event was held in the Upper Deck, a raised area above the main space.
MCL's primary showcase, positioned behind the bar, was Stealth, a screen made up of modular panels that can host video and graphic content. The AV specialist also demonstrated other products, including Versatile LED, used to surround the conference room screen.
To ensure guests didn't go hungry - or thirsty - Andaz's in-house caterer treated everyone to afternoon tea and mini scones at the start of the event, then laid on canapes such as crispy duck rolls in the evening.
What was good? The sheer variety of the day, coupled with the interactive elements, gave guests a firm understanding of the products and services available from the three event partners. It was also very well organised, with everyone flowing smoothly throughout the venue.
What was bad? Nearly all live entertainment events suffer their fair share of technical glitches, and this was no exception. Sadly, a keyboard failed to work, meaning that two acts were unable to perform. However, Sternberg Clarke was quick to rectify the situation, stepping in to deftly get proceedings back on-track later on in the afternoon.
ON THE SPOT - Adam Sternberg, director, Sternberg Clarke
- What was the biggest challenge?
There were two challenges: getting people to take time out of their schedules to come down to the event, and choosing acts that were new and different, but still appropriate to the audience. In this economic climate it is important to keep entertainment acts simple.
- What do you think you would do differently next year?
I don't think I would change anything because we did really well with the number of guests, and achieved a good balance among the acts that we showcased. It is always great for our clients to see them in action. I would compare the showcase to the way in which caterers let clients taste dishes before an event.
- What did the event achieve?
The event helped us build a good relationship with our acts and allowed us to showcase directly to clients what we can provide. As the crunch takes effect you can't afford to sit back, you have to be active in promoting your company.
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