At Dancing Squirrel, we understand the critical role innovative event design plays in bringing a client's vision to life and re-establishing a leading presence in their industry. This case study showcases how Dancing Squirrel transformed Linnworks' industry event, Linn Academy, into a highly engaging and impactful conference and exhibition combination, exceeding all expectations.
Dancing Squirrel's Solution: An Innovative and Engaging Festival Format
Dancing Squirrel proposed a unique, out-of-the-box solution, moving away from stereotypical London, Birmingham, or Manchester venues to leverage local connections and truly deliver impact. We suggested Arena MK in Milton Keynes as the venue. This strategic choice allowed us to:
• Maximize existing connections and suppliers: Leveraging our network for seamless execution.
• Utilize venue expertise and partners: Ensuring smooth and professional event delivery.
• Shift the scene: Providing a fresh and accessible alternative to traditional London venues.
The event itself was a dynamic conference and exhibition combination, supported by an unforgettable "Partner Party" on the first evening.
Key Event Components:
• Strategic Venue Sourcing: Through our connections with "Destination Milton Keynes," we identified Arena MK as the ideal local venue, allowing for maximum flexibility and cost-effectiveness. We managed all venue sourcing, contract negotiation, and payments.
• Seamless Logistics & Production: The build-up took place over two days, with live rehearsals on the second half of the second day, ensuring flawless execution. The main show went live on the third day, welcoming over 500 attendees across the two live days. Dancing Squirrel provided full production, cameras & recording, IT support, and event management services, including consultancy and staffing.
• Innovative Conference Experience: The main conference space operated as one large plenary, ingeniously split into smaller breakout areas using clever infrastructure and silent disco headsets. This allowed for a large-format presentation solution across three stages, with independent control for "breakout" sessions. Attendees enjoyed engaging sessions and keynote presentations from representatives of the world's largest retailers.
• Dynamic Exhibition & Networking: The event fostered a relaxed and informal atmosphere, encouraging valuable networking within the exhibition space. Guests could dip in and out of sessions as needed, maximizing their time and interactions. We handled all exhibition design & installation, venue & exhibition branding, reception branding, and print supply, ensuring we hit our personal ESG goals.
• Unforgettable Partner Party: After the first day's conference, the Dancing Squirrel team executed a rapid and impressive turnaround of the conference space for the Partner Party. This involved opening up the entire hall, re-placing furniture, installing dance floors, and programming lighting and pyrotechnics. We sourced entertainment from Ministry of Sound contacts, ensuring a high-energy and memorable evening. The entire setup was then seamlessly reverted for the second day of the conference.
• Comprehensive Support: Beyond the core elements, Dancing Squirrel managed badging, supplier sourcing & organization, and provided a dedicated TV studio for content creation.
Results: A Resounding Success and Renewed Industry Presence
Linn Academy was an unparalleled success, demonstrating Dancing Squirrel's ability to not only revive a historical event but elevate it to new heights. The unique combination of location, informal networking vibe, and the quality of partners contributed to exceptional outcomes:
• Electric CEO Feedback: The CEO expressed his gratitude, highlighting the overwhelming success of the event.
• Valuable Partner Engagement: Partners highly valued the significant amount of face-to-face time available, fostering stronger relationships and collaborations.
• Second-to-None - Social Media Response: The event generated immense positive buzz and praise across social media channels.
• Exceptional Feedback: The overall feedback from attendees, partners, and the client was described as "the best we and the client has ever had," confirming it was the "right time, with the right content and right partner/customer selection.".
Dancing Squirrel's Expertise: Crafting Unforgettable Experiences
This case study exemplifies Dancing Squirrel's commitment to creating innovative and impactful events. By combining strategic venue sourcing, meticulous production, creative content, and seamless event management, we transform event concepts into unforgettable celebrations that strengthen client relationships, foster community, and deliver measurable results.
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