The managing director of The Park – House of Events on 7, Leah McCrae, speaks to media update’s Adam Wakefield about hosting the upcoming PRISM Awards and what should be top of mind when hosting a large-scale event.

Why has The Park - House of Events decided to get involved with the 2017 PRISM Awards? What can attendees expect from the venue on the day?

The PRISM Awards is a prestigious ceremony for the PR industry and The Park – House of Events is thrilled to be involved with the celebration of the best in public relations. The space offers a blank canvas – ideal for any transformation that the client has in mind. We pride ourselves on our service and the relationships we build with our clients, so we are delighted with the opportunity to work with the PRISM Awards.

I have been in the world of live production for 26 years, so I understand pressure and deadlines. Our team is very passionate about excellence and delivery. We are really excited to host this year’s PRISM Awards. PRISA is a well-respected organisation and one with which we are proud to align our brand.  

When it comes to large-scale events like the PRISM Awards, why is venue choice so important?

Firstly, I believe that a client has to walk into a venue and absolutely feel the energy and the possibility of bringing a vision to life. It is a personal and selective choice, but there are so many practical things to look for.

For example - capacity, parking facilities, power, security, health and safety, banqueting, staffing etc. The venue can only be as good as our clients’ briefing and attention to detail, but it is also very important that the venue shows support in helping the client to make the event successful by being flexible, as well as being an extension of their team.

What are three major trends sweeping through the events industry at the moment, and why have these trends come to prominence? 
  • Guests are expecting more experiences within an event so, for the event planner, this is crucially important. Event experiences don’t have to have the most lavish staging elements and expensive décor set ups if budgets are tight. Some of the simplest events have been the best experiential journeys for guests because clients have taken time in pre-production and have cleverly plotted out every step of the event. One shouldn’t underestimate the small touches that can make a vast difference, like service, acknowledgements, food presentation, and post-event connections. 
  • We have seen gala events move away from round-banquet table settings to formal cocktail settings. This allows the clients to mingle freely after the formalities have taken place. The energy lifts as everyone connects. 
  • Live events are growing in popularity. People want to feel and experience your brand, not just be told about it. Powerpoint presentations and keynote speeches that are longer than 20 minutes are a no-no. Rather keep your audience captivated and interested. 
What led to The Park - House of Events’ being in its current location?

The space was originally an I-MAX theatre before it was converted into a convenience store. When we saw the space, we fell in love with the 10m high ceilings with no pillars and perfect acoustics, 7m high panoramic windows with lovely views and sunsets. The large span of white walls with the high ceilings is perfect for projection and video mapping - both of which are my passion. 

For an event planner, this space is ideal: we are fully sound proofed. The complex has generators, which save our clients’ money, we have a small UPS system that assists with the one minute delay. We have a water tank on the roof, should there be an unexpected water cut in the area. Our neighbour is the Hyde Park Southern Sun Hotel and we have ample safe and secure parking. Being inside Hyde Park Corner Shopping Centre is hugely convenient for our clients. The Park is also the perfect venue for any weather conditions with its indoor-outdoor feel.  

What are factors that are often overlooked by those seeking out a venue for an event the size of the PRISM Awards? What are the most common mistakes? 
  • Clients underestimate the importance of health and safety and the responsibility that falls on the organiser when hosting an event. Many venues will tell you that they don’t have to apply for Joint Operations Committee approval for their event, which we handle on behalf of clients, putting not only their company at risk but exposing their client to huge legal actions should anything go wrong. Rather plan, put all your operational systems in place, and run responsible events.
  • Parking and the safety of guests on arrival and when leaving the event is so important. We are fortunate with our location. 
  • Understand the true capacity of the venue and I would always suggest you meet with the technical crew on-site as one of your first meetings. Technical is the foundation of every event. They can give you invaluable advice and brainstorm wonderful solutions with you. 
  • An event is only ever as good as your paperwork. Details count. Anyone in your team should be able to pick up the event file at any stage and understand the event and what the next step is. The saying “raising a child takes a village” applies to your event that becomes your baby. Creating a successful event takes a great team who communicate and have the same vision. You are only ever as good as your team. Walk through the journey that your guest will experience from the invitation to the last minute.
For more information, visit theparkhouseofeventson7.com.

The PRISM Awards are the pinnacle showpiece of South Africa’s PR and communications industry. Read more in our article, Bridget Von Holdt talks 2017 PRISM Awards.

*Image courtesy of The Park - House of Events on 7.