ARTHUR'S DAY

Client : Freud PR, obo Diageo
Project : Arthurs Day, 2009 – 2013
Audience : 12 to 25 venues per annum with capacities of 40 to 1800

BACKGROUND

We have been retained by Diageo’s event partners Freud PR to manage the Arthur's Day venues nationwide on their behalf each year since the event's inception. As the centrepiece of the Arthur's Day project, Diageo take control of key account pubs around the country to stage world class acts like Tom Jones, Ed Sheeran and The Script to an intimate audience. CWB’s role is to ensure that event is run safely and in line with the brand guidelines; that the artist is given a forum to present their best show; and that each audience member has an experience that equals their expectation.

METHODOLOGY

The planning for our involvement in Arthurs Day begins with site visits to over 100 pub potential locations six months out . As the headline venues are only informed in the weeks leading up the event, it is imperative that each venue is fully reviewed and a report generated on each. Once the headline venues are chosen, CWB engages with the publican, the Arthurs Day production staff, and the appointed event controller to produce a venue-specific event plan and we then appoint our venue managers.

At this point the CWB venue manager becomes the central contact point between the client and the publican, production staff, event controller and artist management. 

In 2013, we managed eighteen outlets nationwide on behalf of Arthurs Day, each venue manager having spent two days at our in-house training and each compiling a detailed report post-event, which CWB aggregate into a central report for Freud PR.

CHALLENGES

Combining world class artists, tiny locations and publicans who have to hand over control of their venue on one of the busiest nights of the year poses a unique set of challenges and a range of event management skills are required to ensure their effective operation. 

Representing one of the world’s best known brands on their biggest event means an exhaustive series of checks and balances have to be put in place and constant monitoring of subcontractors and suppliers is vital to protect the clients image particularly where the consumption of alcohol is prevalent.

CONCLUSIONS

We are proud of the fact that we have been re-hired each year for this challenging project due to our highly regarded event management skills and as a result of our work we maintain a close relationship with Freud PR on projects both in Ireland and abroad.