When Broadgate was developed almost 30 years ago, the words “enlivenment” and “events” were barely used. A dedicated enlivenment strategy would not have been a priority for a business destination. Back then the focus was on designing and maintaining ambient public realm spaces.
Today, however, they are top of the agenda, helping to deliver an attractive destination and unique experience. The sector has moved forward significantly. Enlivenment and events is now an established field and an important part of place-making.
Earlier this month Broadgate re-opened its festive events destination, London’s longest-running ice rink. The rink in Exchange Square this year also features a luxury pop-up bar, canteen and smokehouse.
Luckily for Broadgate, however, its original developer Rosehaugh had the foresight to think about place-making and events when designing the 32-acre estate. The Broadgate Circle was conceived years ago as an events space, but a lot has changed since that time.
The challenge at Broadgate today is working around the existing infrastructure and the practicalities of access. For example, Broadgate Circle was not, funnily enough, designed for a 16-ton wave machine to allow occupiers to surf (and not the internet) in their lunch hour.
With any event, the first consideration is whether it fits into the campaign, meets objectives and aligns with strategy. Then it is all about the logistical plan, the nature of the event and the target audience.
One vital element in the process is the feasibility study. A meeting is set up with the estate management team and all the supplier departments to ensure the event is physically and logistically possible. We deliberate solutions to any supply problems, and provide the necessary infrastructure modifications to overcome the challenges. We’re transparent; we cost events (both value and staff resource) and, working with the landlord, we re-evaluate whether we still want to go ahead.
With the wave machine, we required a full project team across all departments. It was a 48-hour set up, involving loading the kit into Broadgate Circle using a spider crane, while taking into consideration the weight load implications and provision of tons of water.
Our aspirations for the Broadgate space have increased significantly as it has responded to occupier trends and demand. The result is that the asset is being pushed to make it work for the City worker, our local community, business and leisure visitors. What they want is monitored constantly and the team is flexible to ensure it can deliver.
We need to have an acute understanding of the amenities that our community requires as our occupiers are time poor and the lines between work and home are increasingly blurred.
We also need to provide an element of escapism for occupiers, beautiful and attractive surroundings that provide an enjoyable environment, and engaging events that break up their day.
Time to get our skates on!
Creating a quality business location
Samantha Rush, head of marketing, communications and events at Broadgate City of London, describes her duties and responsibilities
My role is all about place-making and leading the marketing, enlivenment and events programme for the Broadgate campus and working to deliver and maintain an attractive business destination.
The priority for the department is to meet the evolving needs of our stakeholders and the dynamic consumer environment. I work in partnership with all our stakeholders to strengthen our brands while reinforcing the importance of Broadgate and its role within the City of London.
The team sets out to achieve this by identifying and responding to opportunities that will enhance, animate and promote Broadgate’s public realm and buildings for the enjoyment of our community. Social media is also a huge area of focus and we aim to engage and cultivate Broadgate’s online community.
Place-making is big business and enlivenment/events is now an established industry. Working to enliven a business destination is a creative role that demands results – you need to be target driven, enjoy the structural direction of a corporate role but be innovative, be ahead of the curve and understand the ins and outs of estate management and the property market as well as the events and enlivenment sector.
My job is to not only cater to the diverse occupier base that works at Broadgate but also to the business visitors, the day-trippers and tourists.
The role is a hybrid one, covering marketing, communications, events, sales and project management. And while it is difficult to pigeon-hole qualification requirements, anyone looking to enter the sector would do well to look at courses available through the Chartered Institute of Marketing and Institute of Promotional Marketing.
