What was the event?
Stamford Bridge: Remastered, the opening party and showcase for Chelsea FC's revamped and rouble-funded Under The Bridge music venue, located within the grounds of the club.
How was the brief met?
More than 500 guests were greeted at the club's major event space, the Great Hall, situated under one of the stands, which had been transformed to represent various elements of Chelsea's corporate event business. They enjoyed a range of buffet food, from a hugely popular sushi bar to sandwiches made from pork that was cut fresh from the bone.
The space featured areas showing off how the bedrooms in Chelsea FC's hotel look, with the added bonus of football freestylers, massage treatments and a Samsung Living Room with 3D TV. There was also a central bar serving a variety of refreshments.
When guests had been sated, they were led through the soon-to-be-replaced Chelsea museum to the outside of the venue, where they walked around the stadium to the entrance of Under the Bridge. A neat touch saw the entire cloakroom moved to the museum area (having been initially at the entrance) so that guests could use their coats for the brief excursion outside.
The venue looked impressively new and shiny, complete with a stunning selection of original and signed photographs of British music artistes, ranging from Radiohead and Arctic Monkeys to David Bowie and The Beatles. As revellers took in this artwork they were served cocktails before enjoying a surprise live performance from Ellie Goulding.
Goulding performed a short set that showcased the venue's genuinely state-of-the-art sound system. Interestingly, and of interest to our readers, the venue staff also revealed that the space will only be used for events and live performances, and would not turn into a general club as it was in its previous incarnation.
What was good?
Anyone with an appreciation of British music could not fail to be impressed by the photographs on display in the new venue. The range of food showcased in the Great Hall was impressive too, as was the well-executed transformation of the space into a showcase for Chelsea FC's various event offerings.
What was bad?
It was a blustery evening, so those wearing a little less did not enjoy the walk to the venue. We would have enjoyed a more lively performer than Goulding, although many around us seemed to enjoy her.
VISITOR VIEW - NYREE JONES, ASSISTANT MANAGER, UK EVENTS TEAM, DELOITTE LLP
- What was good?
It was one of the best showcases I have been to; the food was delicious and plentiful. I adored the sushi station, it was so nice to eat something healthy at a drinks reception. There were also plenty of seats and poseur tables, essential at any cocktail party.
- What was bad?
I didn't think Goulding was the right choice for the entertainment, given that the DJ had already got the party started with Tinie Tempah and Rihanna. It changed the mood of the night. I think Tinie Tempah or Jessie J would have been more appropriate.
- How did you hear about the event?
I was invited by the event sales team at Chelsea. I have held events at the venue, so I'm a client.
ON THE SPOT - SIMON HUNTER, HEAD OF VENUE
- What was the biggest challenge?
The biggest challenge was to re-create all areas of our venue in one space. Fortunately, we have a very experienced events team and in-house production company who are experienced in creating unique events, and didn't bat an eye when we asked them to create a bedroom in the Great Hall. One of the hardest things was simply making sure the hall and Under the Bridge were completely ready in time for when the guests arrived.
- What do you think you would have done differently?
The only thing that could have helped our preparation for the event was to have received the RSVPs a little earlier, but apart from that we were delighted with how everything ran on the evening, and are very pleased with the results.
- What did the event achieve?
We have already received a lot of enquiries for both venues, as well as interest in the departments who exhibited at the event, so I hope that guests will see all the different aspects of Stamford Bridge as an inviting and appealing option, both commercially and personally.
BEHIND THE SCENES
Event organiser: Chelsea FC, chelseafc.com, 0871 984 1955
Lewis Dasso, football freestyler, sportstalent.co.uk, 0845 1235270
Mackenzie Clark, mckenzieclark.co.uk, (020) 7231 6070
Max Promotions, maxpromotions.co.uk, (020) 8398 5718
Peachy Productions, peachyproductions.com, (020) 8675 7495
Piggots, piggotts.co.uk, (01277) 363262
The Pressmen, pressmen.co.uk, 07970 765759
Sweets for my Sweet, sweetsformysweet.co.uk, 07742 359384