2012 promises a Formula 1™ event to remember as crowds from all over the world gather to enjoy a festival atmosphere, championship racing and a packed calendar of entertainment at Yas Marina Circuit. As the 2012 Formula 1™ Etihad Airways Abu Dhabi Grand Prix enters its 4th year the party just gets bigger and better! And this year your favourite Premier Party Planner is here in the Middle East to create a “Premier Pop Up Club” but lets start at the beginning.
Formula One, also known as Formula 1 or F1 and referred to officially as the FIA Formula One World Championship. The “formula”, designated in the name, refers to a set of rules with which all participants’ cars must comply.The F1 season consists of a series of races, known as Grands Prix (from French, originally meaning grand prizes), held on purpose-built circuits and public roads. The results of each race are combined with a points system to determine two annual World Championships, one for the drivers and one for the constructors. The racing drivers, constructor teams, track officials, organizers, and circuits are required to be holders of valid Super Licences, the highest class of racing licence issued by the FIA.
Formula One had a total global television audience of 527 million people during the course of the 2010 FIA Formula One World Championship and this year it hits the Middle East and whether you are a first timer or an Abu Dhabi Grand Prix veteran, the 2012 event has something enticing for everyone. On track excitement builds this year with the grit and grind of the Australian V8 Supercar championship kicking off the racing with that unique Australian spirit. We then hit some real pedigree with 6 world champions anticipated on the grid this season. The Grandstands will be electric as we watch F1™ drivers take on one of the world’s most technologically advanced circuits. If 2011 is anything to go by this will have crowds on the edge of their seats. The 2012 Formula 1™ Etihad Airways Abu Dhabi Grand Prix race finale culminates as night falls, flood lights blaze and the drivers compete for a place on the coveted podium.
Off track, the buzz continues with a comprehensive programme of entertainment, fabulous food and beverage, and the ever popular driver autograph signings and Pit Lane walks and this is where I come in. FIRST there is the After Race Concert which kicks off on Friday 2nd November, with Australian Pop Diva Kylie Minogue who is sure to wow the crowds. Then on Saturday 3rd, Rock sensations Nickelback will take to the stage in the du Arena playing to a packed crowd late into the night. After an exciting day of qualifying, race goers can let off steam to the sounds of this awesome group, whose unique style has earned them a massive international following. 4th will see the finale of the F1™ racing, with no less than 6 Champions expected on the grid and some critical championship points at stake the day to night final will be electric. Fans will pour out of the Grandstands and head to see non other than Eminem make his UAE debut. Now in its fourth year, the Sunday finale concert has become a landmark event and Eminem will be a fitting finish to one of the most eagerly awaited sporting events in the region. is one of the most popular artists in the world, selling more than 90 million albums worldwide and being recognized as the best-selling artist of the 2000′s. Eminem’s career includes success as a rapper, record producer, songwriter and actor. He was the first rapper to win an Academy Award (for Best Original Song), adding to his 13 Grammys. His last album, Recovery, was the best-selling album of the year in 2010 and became his tenth album to reach Number 1 on the Billboard charts. For more information on how to put on a concert visit – please check out http://lizkingevents.com/2011/06/03/organizing-a-celebrity-concert-by-penthouselord/
But what if you are not involved in the concert side, nor want to but want to create a premier night anyway ? This is what one of my clients asked who has a enviable list of celebrities in his phone book but no space at the event thats not already taken but still wants to create something special. When this client owns one of the best nightclubs in the world its not a question of getting people there, its the simple Field of Dreams Tag line, ” If you build it, they will come”.
It shouldn’t come to you as a big surprise that location is one of the defining factors in the success of a business like this, name or no name.
When it comes to the location of a nightclub, what it truly comes down to is the neighborhood it’s in, and who frequents it. There is a reason the media is constantly highlighting celebrity hotspots like The Sky Bar, The Viper Room, or Movida. It’s not only a convenient spot; it’s also upscale and trendy. Oh, and let’s not forget about all those celebrities who live nearby.
But what happens when that happening nightclub wants to be a part of something bigger ?
That’s an easy question to answer; They rent a space or sell there name to someone who already has a space. Sad as it may be, that’s just the unfortunate reality. Investment in renovations and other startup costs are expensive and you might not want to give your name to someone who could ruin your hard work that is linked to your brand. A new business concept that has popped up in Singapore (literally) can help ?
The company, Grandstand PTE LTD expanded upon the mobile party concept popularized in the 80′s and 90′s (think ‘Party Monster’ with Macaulay Culkin). They took the concept and improved it by creating an enclosed, safe, comfortable, and most important of all, legal environment to let loose which can go virtually anywhere. ‘The Aqua’, Grandstand’s nightclub model can be climate controlled, provides a sleek and modern look, and its 2 stories fit up to 500 people. Of course, let’s not forget about the spacious bar area that can be well-stocked to keep your favorite drinks flowing all night long.
Made form old-out “transformer” units, the Aqua is mobile and guarantees a dance floor that keeps on rocking, never short of customers or their dancing shoes. The Aqua comes with all the amenities desirable of a modern lifestyle concept, what with its sleek looks, controllable climate and a host of AV equipments.
The Aqua has debuted and its gig is continuing till 5th November 2008. Head to the Merchant Loop, opposite Clarke Quay in Singapore, to witness people partying in this mobile construction.
Party-goers have always been rather fickle – always on the hunt for best spots and business environment. So as soon as your dance floor seems rather thin with crowd you can just pack the Aqua in containers (of which it is constructed) and head to greener pastures. The Aqua will always guarantee business with the ‘it’ crowd. Prime Location will just be a packing and unpacking away for you.
Maybe the concept does seem a bit like a glorified portable hotdog stand, or drink vendor on location at a little league game. This is because it is hard to get over the fact that such a monstrosity could be packed up and moved along. I can say what we’re all thinking; it’s much more prestigious to tell your friends you are the proud owner of a nightclub anyways (though the hotdog business is a perfectly honorable one, too). I have to say, I’m pretty impressed as well by the fact that its platform is made up of shipping containers than can expand to three times their original size. Especially with this in mind, the presentation of the place looks pretty neat.
Right now, it is ready to fall into the hands of the next willing ‘Transumer’ (that’s what Grandstand likes to call a consumer of their transportable venues) to be setup anywhere in the world. Here is your chance to get into the club events game without a structured club that is all, location..location..location.
Grandstand PTE LTD also makes a line of portable retail centers and Grand Prix displays, so they cater to the daytime crowd as well if the nightlife scene is not your thing.
Prime location or not, I’d certainly be in attendance if such a venue were local, because it sounds too interesting to pass up. So think about it, could this be your next business move?
For those new to *POP UP. Here is a little history :
Pop-up clubs — temporary parties in nontraditional party spaces. With nightclubs facing a citywide crackdown stemming from community complaints over issues like noise, party promoters have had to be a little creative. Instead of booking the same venues, they are putting up velvet ropes and plugging in turntables in unexpected places.
In recent months, pop-up clubs have taken over dim sum parlors, restaurants, strip clubs, offices, vacant warehouses, waterfront parks, school playgrounds and even a laundromat (complete with towel-clad bartenders and detergent-themed drinks).
So rather than throwing thousands of dollars into remaking a venue that won’t last, why not strike new deals with fledgling spaces that have already gone through the trouble and expense of securing licenses and permits. Then, invest in a fog machine, some lasers and balloons and voilà! The most-talked about weekend destination in town is born, ready for your event planning magic and some cool people at the ready.
Hope this gives you something to think about and remember, no matter what event you are doing, lets all be thankful we are in the memory business. We in events, we lucky few…we make memories.