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Executive Report: Displaying sophistication The events market continues to grow, offering more opportunities for equipment hirers. EHN reports on the latest trends. The diversity of equipment needed for staging a safe and successful event can be considerable, ranging from lighting, temporary pathways and portable sanitation, to crowd barriers, utility vehicles and heating and cooling products. A huge range of backup services is also often required, including stewarding, communications equipment and temporary signage. It is, therefore, pleasing that the National Outdoor Events Association (NOEA) describes the industry as “in very good shape, with more and more events taking place each year,” according to General Secretary John Barton. The NOEA (www.noea.org.uk) membership comprises nearly 400 individuals and associations organising outdoor events, ranging from local shows to grand events like the Farnborough International Airshow. Suppliers of products and services are also represented. “More venues are being established. Organisations seeing the potential are building dedicated showgrounds and facilities, while landowners and farmers are seeking alternative uses for, and new revenue streams from, their grounds. We are also seeing organisers of regional events starting similar attractions in other areas to build on their success. There is no doubt that events today are more sophisticated and better serviced than ever before. The days of members of the public trudging round muddy fields in Wellington boots are gone. Nowadays, specialised temporary flooring and walkways are the norm, together with effective barriers and crowd control measures. “Much of the improvement has been brought about following Health & Safety regulations. Standards within the industry itself have also been raised, as legislation such as the Work at Height Regulations has been introduced. This has helped to deter the ‘cowboy’ element. The attractions and displays at events are also becoming more sophisticated and many require high-quality power and lighting systems to be provided.” Open-air concerts Significant
changes
and
advances
have
also
been
taking
place
in
the
organisation
and
staging
of
the
largest
open-air
events
such
as
rock
concerts.
“This
market
segment
is
extremely
buoyant,”
states
Robbie
Wilson,
founder
and
Managing
Director
of
R&R
Logistics,
which
specialises
in
event
management
and
whose
services
encompass
site
evaluation,
feasibility
studies,
budgeting,
Health
A major factor is the amount of corporate money now used for sponsoring rock concerts and other large-scale attractions. Essentially, in the past, a rock group’s management would arrange a tour in association with a promoter, sell tickets and share the proceeds. Nowadays, in very general terms, a corporate sponsor will in many cases meet the performers’ costs and fees in return for its name being linked to the event. Subsequent profits are then shared out between performer, sponsors, promoters and others involved. In fact, at many events and performances now, several official sponsors will be responsible for specific aspects, such as telecommunications, drinks and fast food. Robbie Wilson states that many aspects have to be considered when staging an event. “The most important initial criterion is ensuring the basic infrastructure is right, such as the ground conditions, the stage and compliance with appropriate Health & Safety rules. You then bring in the specialist equipment for power generation, lighting and the like. For years we have used synchronised generating systems, whereby if one fails, another cuts in seamlessly. In a concert, any interruption would obviously cause huge difficulties. “Several hirers that are successfully serving the construction industry have begun to target the events market, as a logical adjunct to their activities, supplying generators, lighting, fencing and many other services. Hirers are also interpreting the implications of new Health & Safety legislation and are offering solutions. New regulations have had a tremendously positive effect in raising standards.” Robbie Wilson, like NOEA’s John Barton, contends that this is helping drive out ‘cowboy’ elements and is providing a safer environment for all involved, from on-site staff to the audience. Fit for purpose One example showing how hirers are becoming more involved in the large-scale events industry was the Dock Rock music festival, staged over nine days in July at a site in London’s Docklands to coincide with the return of the British International Motor Show to the capital. Groups appearing included Simple Minds, Sugababes, Roxy Music and UB40. “Before I could begin with site design and construction, we had to totally flatten a derelict wasteland and make it fit for purpose,” states Robbie Wilson. “We used more than 200 tonnes of concrete and 180 tonnes of motorway grade tarmacadam to rebuild the space.” During each day, the area accommodated motor sport attractions and was transformed for concert audiences of up to 5,000 in the evenings. Speedy Power (www.speedyhire.co.uk) provided a broad range of equipment for both the exhibition and the Dock Rock event. This included two synchronised 500kVA silenced generators for the main concert sound and lighting and a 175kVA generator for backstage power. GenSet lighting products were also supplied, including 12 tower lighting units, four VT-1 mobile towers and eight LinkTowers. “Overall, the quality of equipment in hire fleets has greatly improved following significant investment,” states Robbie Wilson, “and hirers are used to supplying items to site quickly, providing appropriate advice and backup, and removing it afterwards, which is essential for successful event management.” • Executive Hire News › Archives › October 2006 › Executive Report › Displaying sophistication
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