This month, in our quest to unearth new approaches to the world of events, we’re looking to the industry of sports hospitality. Unrivalled access to elite sports and getting up close to some of the best athletes in their field, can be an experience like no other – and something sports teams must replicate multiple times across a season.
So, what can we learn from businesses that operate in some of the most high-profile sporting events in the world? And how do they host elite guests in a consistent way that stays true to their brand and never compromises on quality?
Well, there are few more glamorous sporting worlds than that of F1. From the fast-paced, high-octane nature of the sport through to the glitz and glamour that surrounds it – it’s a setting that demands hospitality experiences that reflect the high-performance brands involved. A great example of such a brand is the current F1 Constructors Champions, Oracle Red Bull Racing.
The F1 calendar includes 23 races a year and locations range from Silverstone in the UK, to as far afield as Melbourne, Las Vegas, and Qatar. As a hospitality team, Oracle Red Bull Racing host more than 7,000 guests across all 23 races, delivering brand experiences like no other.
Heading up the hospitality team is its Director of Events and Hospitality, Nick Kenton. He joined in 2018 with a view to not only overseeing the extensive hospitality programme but to also introduce its MK-7 space to the corporate market as a major events venue.
Nick Kenton - Director of Events and Hospitality
The venue, which includes a boardroom, mezzanine and a 300-capacity main space that houses the Team’s full fleet of cars, now plays hosts to around 150 corporate events a year allowing brands to align their events with the fast-paced world of F1.
“The events space has evolved significantly since its early days, but its objective remains the same – to give guests the opportunity to get close to the adrenaline-fueled world of F1 with a multi-championship winning brand,” says Nick. The setting draws significantly on the history of the racing Team and there is capacity for organisers to truly embrace all that is F1 with a factory tour or ‘train like a driver’ experience.
But while events at the Red Bull Technology campus afford the Team complete control over the operations, suppliers and logistics, the travelling peripatetic nature of F1 means the hospitality programme requires them to place enormous trust in a range of suppliers and partners across the globe.
“Formula One own and operate the Paddock Club experience, so while we oversee the experience and bring in our own fixtures and fittings, we are not in direct control of the setting and suppliers,” adds Nick.
And this is where we can draw clear parallels with the world of events and exhibitions. Just like exhibitions, the Team relies on the venue infrastructure and organiser to help deliver their hospitality and therefore it’s a collaborative effort with multiple stakeholders.
So how do the Team ensure that every hospitality guest is guaranteed the same high-end, once-in-a-lifetime experience no matter which track they attend, or which part of the world they join them at?
For Nick and his team, the key to managing the programme across a multitude of sites is about maintaining good relationships – ensuring that while the setting changes 23 times a year, the level of service and high-end experience does not. “Wherever possible we try to ensure that we have continuity in the contacts we work with, and we build relationships with them that allows each race to be consistent each year,” adds Nick. And while the F1 operations team concentrates on operational delivery, the Oracle Red Bull Racing team can turn its attention to front-of-house experience, allowing them to create truly memorable and authentic experiences. Even if the Team are hosting several hundred guests across a weekend, they aim to make it personal for everyone, investing time in talking, engaging and helping to make a difference. Personalisation is key.
Photo Source: Carlos Santiago
While each location offers its unique cultural input, the ultimate goal is to provide a true Red Bull experience meaning consistency is paramount. Oracle Red Bull Racing is one of just a few teams that offer hospitality access beyond its partners, with the idea that anyone can feel part of the Team – and it’s the added extras that so often make the difference. “We want to bring guests close to the action, which means including driver appearances, behind-the-scenes garage tours and a replica pit wall in the Paddock Club for example. For us, it’s about creating a tailored guest experience,” he adds.
So whether you’re a household brand such as Red Bull or a start-up looking to gain traction, it’s vital to consider your brand throughout and to draw on its vision and values when creating experiences. And for Oracle Red Bull Racing this means the hospitality setting must be a true reflection of the elite sportsmanship and boundary-breaking brand, while also nodding to the engineering prowess, glitz and glamour of F1.
Nick’s top tips for the exhibition industry:
- Take time to get to know guests/clients on a personal level. We invest time and energy in getting to know the individuals, listening to them, and taking a real interest. Even if you’re meeting several hundred people a day, we take time to engage with them.
- Offer things that only you can deliver. You want to differentiate yourself from competitors wherever you can so use your business’ USPs to deliver content and stand out.
- It is essential to work with suppliers that you can trust. Collaborate with premium, trusted partners to broaden your offering.
- Consistency is key – ensure that guests have the same experience no matter where you host them.
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