BMW (UK)

May 2007

Wentworth Club, Surrey

reason / objective

Following on from the success of the 2006 event, Smyle were once again asked to create, produce and manage the BMW Concert on the Course, held on the 18th Fairway of Wentworth Club’s East Course. It was important to enhance on the success of the first event.

concept / solution

Smyle had a number of challenges to contend with before the concert could start to be produced and managed. There were many time constraints and restrictions upon the build due to the sensitive nature of the venue and surrounding area. It also meant Smyle had to fit seamlessly into a larger event, the BMW PGA Championship. A Public Entertainment Licence had to be submitted encompassing a plethora of health and safety, risk assessment and method statements which included negotiations with the local Police, Fire and Environmental Health representatives. Our already positive relationship from year one with the council, ensured that the application was granted swiftly.

Wentworth Club once again kindly allowed the use of the 18th Fairway of the East Course overlooking both the Clubhouse to one side and the lake on the other as a fantastic backdrop to the festivities.

Specially designed and branded invitations were sent out to a tightly controlled, select group of VIPs from BMW, the European Tour and Wentworth Club, including BMW PGA Championship players, BMW customers and members of Wentworth Club as well as a select list of golfing celebrities including Jodie Kidd and Hugh Grant who were also invited to play in the Pro-Am. A website, using BMW’s corporate identity and incorporating the Concert on the Course imagery was set up to provide invitees with further details on the event. A personalised phone line then ensured a slick RSVP service for the 2600 concert guests. 

A carpeted walkway lined with flaming torches, branded flags and a magnificent raised display of a white BMW M6 Convertible welcomed the concert guests.

A modern, winged structure was chosen to house the concert and give cover for the guests should there be rain...a foresight that proved wise on the day of the 2006 event as the heavens opened during the concert! Luckily this year was very different with almost perfect sunshine for the event.

Smyle were given the task of selecting, booking and managing the acts. It was very important that the act not only suited the demographic perfectly but was also a golfer and held an interest in cars.

Aussie rockers INXS were the chosen band, coinciding perfectly with their first European Tour in over 8 years. On the PR front, lead guitarist Tim Farriss flew over from Australia a week early to undertake a program of PR for the Concert on the Course which included a golf day with Ian Poulter and many TV, radio and magazine interviews. In addition, on the day of the concert Tim and bassist Garry Beers played in the Pro-Am Tournament. A number of backstage interviews were also organised on the evening of the concert with new lead singer JD Fortune.
The support act was chosen as young, up and coming singer-songwriter Joe Janiak, winner of the famous Carling Live Hour 2006.
Their headline performances truly rocked in style and left the crowd blown away! The contemporary tent gave a fantastic canvas for the lighting & stage set, which included a 6m x 3.5m LED Screen as a backdrop which displayed specially edited BMW Sport footage, cut by Smyles Film team.