Challenges: Cascade had to negotiate with Birmingham City Council to use King Edwards Road, which runs from the NIA to the ICC, for a band to march down followed by the delegates. The day's biggest challenge, says Wight, was organising the busy timetable for the gala dinner, which included time allotted for a 3D projection, showcasing Iceland's winter product range. "Streaming this content and keeping people's attention while food was being served was a real logistical juggling act," he says. Additionally, the venue's kitchens were unable to cater for the large group size.
Solution: During the gala dinner, Cascade liaised with the NIA team to ensure the event went smoothly. "The NIA's catering team worked with us to pick the perfect spot to build a kitchen. We drew up a strict timetable of when each course and each entertainment act was scheduled to occur. We had to make sure the guests were always occupied and never distracted," says Wight. The evening included four decade's worth of entertainment, with live performances from Mark Almond, Alexandra Burke and Peter Kay.
Post-event analysis: A post-event questionnaire yielded positive responses, says Wight. Iceland's founder Malcolm Walker adds: "We knew that Cascade Productions, with the ICC, would deliver the big celebration we were after. The event wowed our delegates."
Event: Iceland's 40th Anniversary
Group size: 1,700
Date: 12 October 2010
Venues: The National Indoor Arena and the ICC, Birmingham