Guards Polo Club

July 2006

Guards Polo Club, Windsor

reason / objective

Although the 2005 Official Players Marquee initiated a rising profile, Smyle felt that with some fine-tuning and the provision of a further enhanced offering they would be able to create their own status as the authentic polo party of the summer.

Smyle’s main objectives were:
to create, manage & deliver in its entirety the best summer social party ever experienced at the Cartier Polo whilst on a quarter of the budget of any rival
design an event uniquely attractive to diverse target markets - Polo Patrons, players, celebrities, the polo social set, the general public and grooms as well as a number of Smyle’s own key corporate clients
ensure a smooth turnaround from day picnic lunch format to more vibrant late afternoon into evening summer party
gain unrivalled exposure in relevant sectors of media; pre and post event

As Smyle finance the entire Players Marquee event it was also very important to achieve the fine balance between the event being financially viable and realizing certain marketing & client hospitality objectives.

concept / solution

A fantastic modern structure, manufactured by Tentnology was again utilised. The structure’s 12 meter sides this year were kept open - 24 & 48 hour contingencies were in place in case of an inclement weather forecast.

650 guests arrived for three and five course deluxe lunch picnics provided by a local chain of gourmet pubs - Café del Mar Community DJs provided the relaxing Latino tunes.

The chilled summer feel was enhanced greatly through an exceptional Latin American themed VIP area (keeping with the authentic Latino polo heritage), provided in conjunction with Carpe Diem revitalising drinks.

At 5.00pm the evening party commenced with 3500 guests in attendance. Dwarfs, dressed up as Mexicans, provided great entertainment as the alternative security at the front of house. 5 masseurs provided free massages in the VIP area for players, patrons, celebrities and guests, offering the opportunity of relaxing and enjoying the BBQ before the live entertainment started.

Smyle secured 3 live acts, The Cuban Brothers, Soul II Soul and the up & coming James Morrison whose debut album, released the day after the event, shot to number one just as James Blunt’s had the previous year. Soul II Soul’s Jazzie B commented that it was the ‘best gig’ they had played all year.

Off the wall entertainers, ostrich jockeys donning polo sticks, aliens, TV Heads, a Cuban Cigar roller, Rio Carnival dancers, a yeti and a human living archway provided a deliberately bizarre mix of eclectic performers, adding to the incredible Carnival party atmosphere.

The evening culminated with the brilliant DJ Ebe finishing the evening off in traditional style…

Guests included: Mischa Barton, Juliette Lewis, Jamie & Louise Redknapp, Caprice, Richard Hammond, Matt Dawson, Duncan James, Matt Stevens, Kirsty Gallacher, Ben Cohen, Colin Salmon, Amy Nuttall, Karen Millen, Jodie Kidd…