Client
McLaren
MEAI
Event
McLaren MEAI Retailer Conference and VIP Artura Viewing
Date
Initial April 2024
Postponed
until May 2024
Location
Initial venue:
Banyan Tree Dubai
New venue:
Concrete, Alserkal
Services Delivered
- Venue Sourcing and Selection: Identifying and securing a venue capable of accommodating a car display and meeting McLaren’s high standards.
- Logistics Management: Handling all logistical aspects, including transfers and accommodations for guests.
- Catering Coordination: Arranging high quality catering services to meet the event’s specific requirements.
- Furniture Hire: Sourcing and setting up appropriate furniture to enhance the venue’s ambience.
- Supplier Management: Collaborating with and overseeing the client-selected production supplier to ensure all elements met the desired quality.
- On-site Production Management: Providing a dedicated production manager to oversee the entire event setup and ensure flawless execution.
Overview
Noble Events was tasked with planning and executing the McLaren MEAI Retailer Conference and VIP Artura Viewing, an event which delivered company, retailer and after-sales updates to 25 retailers. The event transitioned into a VIP evening for 175 guests, culminating in a second day dedicated to after-sales discussions. The goal was to create an unforgettable experience befitting the McLaren name.
Challenges
The initial event was set to take place at the Banyan Tree in Bluewaters. However, extreme flooding in Dubai the week before the event caused significant disruption. Despite minimal damage to the venue, the after-effects of the storm necessitated postponing the event due to the likelihood of reduced attendee numbers. This meant finding an alternative venue that could accommodate a car during the busy pre-summer event season in Dubai – something that was particularly challenging.
Working with a client-selected supplier presented additional challenges. As expected, this presented problems related to limited control over their operations.
Solutions
- Venue Change and Logistics: Initially, the team explored the possibility of retaining the original venue at the Banyan Tree. However, the new dates did not align with the availability of senior McLaren stakeholders for the grand Artura reveal. Consequently, Noble Events urgently sourced an alternative venue, ultimately selecting Concrete in Alserkal. As a dry hire venue, Concrete only provided the use of their space without any added extras like catering, decorations, or production. This required Noble Events to outsource and coordinate every element, presenting significant logistical challenges. The expert team used their industry knowledge and connections to transform what was a bare space into a luxurious affair befitting a McLaren showcase.
- Supplier Management: Our team used their expertise in supplier management and reviewed the quotations from the client’s supplier, suggesting more budget-friendly alternatives wherever possible. This ultimately ensured the client received the high-quality services expected without incurring unnecessary costs. A production manager was also provided on site to oversee the entire build, ensuring it met the quality standards associated with the McLaren brand. This presence was crucial in maintaining high standards and allowed for immediate problem solving, quality control and adjustments as needed.
Noble Events’ proactive and supportive approach was instrumental in navigating these challenges for the client, who was under immense pressure to deliver. The team went beyond typical event management duties by assisting with personal tasks for the client, such as picking up items from local retailers and even booking a hair appointment to aid with relaxation. Noble Events staff schedules were rearranged to ensure the client had a point of contact available during particularly stressful times, including late at night. This high level of support ensured the client felt well supported throughout the entire process.
Outcomes
The event was a great success despite unforeseen challenges, with overwhelmingly positive feedback from the client. The client felt well supported, and stakeholders appreciated the high level of care and attention to detail provided by the Noble Events team.
The event, part of a global series, left a lasting positive impression on all attendees. The Artura took centre stage, showcased in all its glory to an awe-struck audience. Stakeholders were thrilled with the experience and noted the excellent support, from morning coffees to ensuring the venue was adequately cooled with additional AC units in the scorching Dubai heat.
The Noble Events team’s detail-driven planning and commitment to event excellence ensured the event ran smoothly. Even in the face of unexpected challenges, the team showcased their capability in managing complex logistics and delivering a flawless experience for all.