Maximising the experience under budget
Our experience delivering the Nando’s Partners Dinner
With the recent C&IT state of industry report highlighting that “the main challenges facing events in 2024 are cost and budgeting,” it is clear the events industry needs to adopt a different approach during these times of economic uncertainty.
Of the agencies interviewed for the report, 40% noticed a significant decrease in their budgets this year, but corporations still want exceptional experiences for their employees. This presents agencies with the daunting challenge of striking a balance, and Identity are well placed to do just that.
Nando’s approached Identity to provide a new, innovative direction for their Partners Dinner. As the only formal event on the Nando’s calendar, the Dinner unites 550 nominated employees and their partners in a night of pure celebration.
We successfully delivered a vibrant experience aligned to the essence of the brand, under budget.
So, how did we do it?
Work with the location
There are many costs associated with delivering an event, especially a catered experience for 750 guests. One of the more substantial costs comes from hiring a location and fitting out the venue for the event. According to C&IT, “many events professionals are prioritising locations where their budgets can stretch further,” and in most cases this means avoiding prime destinations such as London.
For the Partners Dinner, Nando’s had already chosen Celtic Manor as the location, so Identity needed to review the space and establish a creative, cost-effective vision that would enhance the experience.
We presented four potential creative directions, all designed to work with the existing interior and architecture of the chosen location. The final theme championed Nando’s iconic red branding with a nod to 1920’s speakeasy glamour, brought to life through lighting, bespoke items, and graphic design.
Our solution was visually impressive, but practical and easy to install in a single day. Through close collaboration with the client, we adopted a less-is-more approach to create a stylish and sophisticated experience.
Thinking outside-the-box
We focused on creative solutions that would maximise the impact without placing unnecessary pressure on the client’s budget. Our solution showed how our creative instincts can uncover previously untapped potential, and that we can still over-deliver by investing in areas that bring the highest impact, such as lighting, sound, and entertainment.
To ensure a seamless dining experience for all 750 guests, we designed personalised place cards with attendees’ names and dietary needs clearly labelled for the servers to observe. This small detail made all the difference when it came to catering to such a large group and allowed every guest to feel well looked after at a minimum cost.
Leveraging local supply chains
Our technical team worked very closely with all suppliers to deliver this experience through exceptional partnership. We collaborated with local audio-visual and lighting professionals to create the perfect atmosphere for the experience, working as a team to develop a tone that reflected the glamour and exclusivity of the event. We utilised the venue’s support, which mitigated any need for additional venue hire, enabling us to keep the visual costs low without compromising on impact.
When delivering an experience, Identity always looks to local suppliers first, to ensure our social and environmental impact on the community is positive. For C&IT, supporting local communities in event territories is crucial to providing a sustainable event programme, and we have found this approach is also helpful when keeping costs low.
The experience was a resounding success. Through leveraging excellent partnerships and harnessing our strong creative vision, we ensured an exceptional experience for our client, under budget.
Our expertise allows us to make budgets work for our clients and maximise the experience to achieve their objectives. If you have an event in mind but are concerned about the cost, get in touch with us here. We would love to talk to you about how we can make your budget work for you.
