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 put this across was to create a fully immersive environment and utilise several popular venues within the town in order to effectively take their message to the people. This was to be carried out at three different venues over an 8-day period with no breaks.

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

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 overall budget, timings and logistical challenges with client and 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 were created along with budget options. Final design and budgets where agreed, graphic templates generated to enable the graphic design process to commence without delay.

Solution: Comprehensive build plans were provided and the install crew of four successfully achieved the build time for the 60 linear meters of walling and graphics, even on the first event despite having not used the system before.

The purpose-built exhibition opened for the public for the first 2 days at the Kenilworth Stadium. Filling the Eric Morecambe Lounge, it received more than 1,000 visitors on day 1 alone. It was then activated at the other venues

The exhibition then moved to Venue Central in Leagrave Road for 3 days before arriving at The Hat Factory in Bute Street for a further 3 days and then back to Kenilworth Stadium.

The public response was overwhelming with more than 3,000 people visiting the exhibition over the 8 days.

Luton Town FC chief executive Gary Sweet told “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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