BMW (UK)

May 2006

Wentworth Club

reason / objective

As part of their sponsorship of the PGA Championship at Wentworth Club, BMW (UK) wanted to enhance the profile of their event as a whole as well as gaining more exposure for their brand through the hosting of an exclusive society event. Smyle were brought on board to bring the BMW Championship in line with the British summer social season.

concept / solution

Smyle had a number of issues 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 Championship. A Public Entertainment Licence had to be submitted encompassing a plethora of health and safety, risk assessment and method statements encompassing negotiations with the local Police, Fire and Environmental Health representatives.  This was greeted positively by the council, their Licensee representative and solicitors by declaring ‘we have never seen such a comprehensive application’! Once the licence was granted, Smyle could then move forward with the fun stuff…!

Wentworth Club 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 BMW Dealers & staff and Wentworth staff, members & residents.
A website, which reflected the look of both BMW (UK) and the iconography used on the Concert collateral, was set up to provide invitees with further details on the event. A personalised phone line then ensured slick service for the 2600 concert guests to RSVP.

Upon arrival to the concert, enclosure guests were welcomed by a carpeted walkway lined with flaming torches, branded flags and a magnificent raised display of a BMW M6.

A modern, winged structure was chosen to house the concert and give cover for the guests should there be rain...a foresight that proved essential come the day of the concert! Typically with English summer, torrential rain arrived an hour before the concert. BMW branded umbrellas had been arranged by Smyle and canopies erected over the entrances.
BMW managed to secure the services of Ronan Keating to perform, with young act Tara Blaise to support. Such an established act obviously required a lot of pampering! Dressing rooms, private toilets and showers were provided with a hospitality rider that had all the trimmings
Backstage, a number of media interviews were organised in addition to the BMW board being invited to meet Ronan following his successful participation in the Pro Am Golf Tournament.
Both Tara Blaise warm up and Ronan Keating’s headline performances rocked the party and left the crowd blown away! The contemporary tent gave a fantastic canvas for the stage set & light show and enhanced the acoustics of the live performances.
With a fitting finale of an awe inspiring fireworks display, watched from under the safety of BMW umbrellas, guests left in great spirits, despite the weather, and with huge anticipation for next year!