Jack Wills

June 2007

Guards Polo Club, Windsor

reason / objective

Jack Wills saw an opportunity to sponsor the Varsity Polo event with the aim of putting it on the map alongside the rowing and rugby events. One element of this sponsorship was to host an ‘After Party’. Smyle was brought into oversee and produce the event.

concept / solution

Jack Wills wanted the event to be seen as a cool enhancement to the Varsity Polo and use it as a vehicle to drive attendance to the polo itself…it was to be the main hook of the ticket sales. To embrace their student demographic it was decided that the event should be based around live music. A number of unsigned acts were sourced to perform at the event.
A ‘wigwam’ style marquee was erected in the grounds of Guards Polo Club, adjacent to the magnificent main pitch…picket fencing was installed around the perimeter and garden furniture with parasols placed outside for seating. Negotiations with additional student focused brands ensured additional sponsorship; Pimms brought their double decker bus, Mini brought a top of the range John Cooper Works for display and Red Bull a number of bars and the DJ Booth.
Smyle installed a stage and PA system suitable for both band and DJ and ensured enough technical crew to manage the stage turnarounds – with no less than 6 bands – it was very important that this was kept slick to ensure no lull in the entertainment. A range of intelligent lights were installed and run from Smyles new toy, the teams new Maxxyz lighting desk!
On a logistics side – Smyles security team ensured that the crowd management was second to none, as was the traffic management of the whole Guards site, with paramedics on site as well, every eventuality was planned for.
The event ran very smoothly and was considered a great success by all stakeholders and guests alike – the 6 bands were received with open arms by the most discerning of crowds and polo legend DJ Ebe finished off the night in style.