Vespasian Security Ltd. holds SIA approved Contractor Status for the provision
of Door Supervision and Security Guarding services.
The now famous Rizlab Arena, formally known as Rizla Arena, has toured many of the UK’s most high-profile events such as Bestival, The Big Chill, Rockness and LoveBox. The arena toured for several years and experienced challenges originating from the use of the on-site generic crowd management companies. Irregular teams with varying levels of experience often caused the Rizlab production team to have to re-brief and build working relationships each new day of the event.
Taking the concept of experience-based brand marketing and applying it to Rizla within the festival environment was a great success. The Rizlab production team knew that if they could overcome the challenges they faced with security and crowd management teams, it would improve the experience had by customers.
Rizlab is an award-worthy concept from the globally renowned experiential marketing company, Exposure PR. Led by Tom Branston and Lynsey McCalister, the Rizlab / Exposure team contacted Vespasian to see if we could answer the challenges they had experienced.
Exposure has previously called upon Vespasian to provide bespoke teams to specialist high profile projects throughout central London. Drawing upon their crowd management experience, Vespasian knew the positive impact a dedicated and motivated team could have on the Rizlab project. Vespasian set about creating a team with the necessary skills and experience. They were briefed to be the welcoming face of the project which led to an excellent relationship between the customer and the crowd management team.
Understanding that experiential marketing is all about the numbers of attendees engaging with the brand, Vespasian knew that effective crowd management and maintaining a steady flow through the arena would ensure Rizlab maximum exposure to their product. On the weekend of the event the Vespasian team put all plans into action resulting in Rizlab receiving five times the level of sampling than any of their previous events.
Security team supervisor, Bruce Elliot, was tasked with supervising the ingress queue system. He said,
“Everyone involved in the project was focussed on the public having the best experience possible. Bestival is a special place so I hoped a professional yet fun approach would go down well. We encouraged the customers standing in the queue system to dance to the music spilling out of the arena. Before long the entire queue and crowd waiting to join the queue were all dancing. The Vespasian team working the queue were dancing as well.”
“Rizlab Arena is always very popular and we knew there were going to be times when we could not process the crowd swiftly enough. The fear is that a waiting crowd will struggle to gain access causing them distress. We thought by getting them dancing we could bring the experience to them making them feel they were not missing out. This had he desired effect and ensured we did not lose them as customers and at the same time there was no pressure on entry and consequently zero incidents of crowd distress. These small but simple ideas are what bespoke crowd management is all about.”
We have never worked with a contractor from ANY area of the festival who is so dedicated to providing a first class service.
Glad to see some friendly faces. When security greet you with a smile and a friendly hello, it’s hard not to give back and treat them with respect. Starting exchanges on the right foot makes a difference. Glad to see a security team that give the impression that they’re on ‘our’ side.
Vespasian has been with us from the start and we work well together as a team. We meet regularly to discuss service provision and they are flexible enough to meet our changing needs. Their expertise and experience of the industry have been invaluable to us and to the success of our venue.
Little Johnny Russells
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