Client Case Study – Luton Town Public Consultation Roadshow

Project Type: Roadshow
Brand: Luton Town Football Club
Client: Activation Agency

Objective

Luton Town FC wanted to present details of their proposed new stadium prior to full public consultation. It was decided that the best way to convey this message effectively was to create a fully immersive environment and utilise several popular venues within the town. This was to be done at three different venues over 8 days with no breaks.

The exhibition was to take visitors from a registration area through an ‘experience corridor’ showing the interwoven history of the club and town before arriving in a main breakout area. Two 3D scale models of the Power Court and Newlands Park sites were to be on display, along with graphics showing photos and general information. A side meeting area and an exit survey area were required.

Build and derig time had to be kept to an absolute minimum (Max 3 hours build and 2 derig)

Turnaround time from brief to first live activation: Less than 4 weeks

Our approach

We discussed the overall budget, timings and logistical challenges with the client. We offered a solution that kept the rigging crew, logistics and venue access requirements to a minimum achievable by choosing a modular display system with pre-fabricated frames and toolless connectors and seamless tension fabric graphics that all packed down into easily transportable wheeled travel cases. Layout configurations and budget options were created. Once the final design and budgets were agreed upon, graphic templates were generated to enable the graphic design process to commence without delay.

“This fantastic exhibition takes people on a journey through the history of the Club and of Luton itself..."

Solution

Comprehensive build plans were provided, and the four-person install crew successfully achieved the build time for the 60 linear meters of walling and graphics, even on the first event, despite having never used the system before.

The purpose-built exhibition opened for the public for the first two days at the Kenilworth Stadium. On day one alone, it filled the Eric Morecambe Lounge and received more than 1,000 visitors. It was then activated at the other venues.

The exhibition then moved to Venue Central in Leagrave Road for three days, then to The Hat Factory in Bute Street for three more days, and then back to Kenilworth Stadium.

The public response was overwhelming, with more than 3,000 people visiting the exhibition over the eight days.

Luton Town FC chief executive Gary Sweet told lutontown.co.uk, “This fantastic exhibition takes people on a journey through the history of the Club and of Luton itself, before arriving at an area that represents a very bright and bold future with graphics, plans and models of the two developments.”

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Client Case Study – Luton Town Public Consultation Roadshow