12 December 2019
A look inside events management specialist Lodestar Experiential’s premises at Silverstone Park conjures up an image of a warehouse full of movie set props.
Its 5,700 sq ft unit, which it located to in September, is full of neatly arranged paraphernalia – from fibre glass boulders to giant LEGO characters – that it has built up during on-event activity for its clients.
Chiefly these are in automotive, notably with the FCA Group (FIAT, Abarth, Alfa Romeo, FIAT Professional and Jeep). In addition, the business works with BMW and Mitsubishi, plus leading brands in FMCG (fast moving consumer goods) and pharmaceuticals.
As well as a main warehouse (now with mezzanine floor), Lodestar’s building comprises an office for ten staff (including office dog Ernie!), board room, design and print studio and a wardrobe department.
Also on site is a fleet of hospitality rigs used on a diverse range of events such as Goodwood Festival of Speed, BBC Countryfile Live, Crufts, county shows and bespoke one-off fixtures.
“Our team are multi-skilled in events, a combination of creative and event management,” explained MD Phil Watton.
“We look after the organisation of an event, dealing with site logistics, the design and creative response and budgeting, with a team of operators who make sure each event is run properly on the ground.
“From here at Silverstone Park we put all that together for clients, even designing a lot of the sets, props and screen presentations and making sure all the relevant kit and equipment is delivered and constructed for an event.
“A lot of the work consists of dealing direct with the manufacturers’ own marketing and sales teams.
“The team also has to be adaptable so as to understand what it takes to make the event run – bear in mind that locations can be both indoors and outdoors and in some weird and wonderful places!”
Lodestar’s network of operators and contractors is exceptional – this ranges from to specialist suppliers, professional drivers and mechanics to stage and lighting designers, builders and video producers.
Resources are boosted by its London based parent company TFI Lodestar which employs a further 30 staff. It often deals with celebrity names at major launches for other types of clients and adds to the skills set of the automotive-focused Lodestar Experiential team at Silverstone Park.
Incidentally, it was in London that Phil launched the Lodestar brand some 15 years ago after a background in graphic design, film and animation and then industrial theatre.
“From the London office we’re working with a luxury automotive manufacturer on a big launch for them in London in January,” continued Phil.
“This involves designing the stage and screen content and running a whole series of logistics around London for that brand’s global retailers who are attending.”
He added: “Silverstone Park was ideal for what we do in terms of logistics. It’s really good in terms of location in being able to get all over the UK with the M1 and M40 so close.
“The name also has a great cache given our automotive clientele and we’ve always done lots of events at Silverstone in the past – we were among the first companies to use the new Wing building at the circuit when it opened.
“We’re also very happy with the premises – they are of a much higher quality than our previous unit which was also quite isolated.
“The team are loving it here and there’s also all the social activity that lifts things for them again – we want to get more involved in that after a hectic 2019 with re-locating and all the events we do. We can all see the development that’s going on as well so we’ve clearly located here at an exciting time.”