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ANATOMY OF AN EVENT: BRITISH GRAND PRIX The new pit and paddock complex - Silverstone Circuits Ltd temporary structure partner GL events Owen Brown provides temporary high-end hospitality suites, general admission and catering areas, in addition to administrative facilities, including changing areas, helipad terminals and media centres on a year-byyear basis. Additionally Owen Brown provides private hospitality facilities at all BRDC events they have a presence at, including the annual ball held during the Grand Prix weekend. “We work hand-in-hand with the Silverstone Operations team and their designers to provide support months in advance of our arrival on site,” Alex Robertson, Managing Director of GL events Owen Brown, told SportBusiness <strong>International</strong>. “We are fortunate to have a long build period which allows us to be flexible on site and to be able to tweak plans and specifications to suit a changing brief.” Attention to detail In 2009 Owen Brown supplied 12,000 square metres of structures, and in 2010 their operation included 270 linear metres of their new ‘Absolute Pavilion and Ultimate Pagoda’ - a range launched off the back of a £4.5million investment into modern high-end structures. “The 25-year relationship we believe is down to us acting as more than just a supplier to the circuit, STRONG FINANCIAL POSITION Silverstone boasted a turnover of £38.2 million and an operating profit of £662,000 in 2008 and turnover, says Phillips, currently stands at around £45 million, compared with £23 million five years ago. By diversifying Silverstone into a successful multi-purpose venue, within which the new developments play a significant role (the new conference centre should bring in an extra £3 to £4 million in turnover by 2013), and the turnover target is £50 million for the year 2012. Barrow says that Populous’ masterplan “envisages a university, a medical and high-technology research centre - as well as the obvious things like corporate hospitality and spectator areas. It’s a complicated equation but very satisfying when you get it right. We often have clients who look back at buildings built 20 years ago and say they are still working beautifully - why is that? It’s just because they were made to be flexible.” The ultimate target is £100 million in turnover, Phillips bullishly states: “We are the only profitable Grand Prix circuit in the world that stands on its own two feet. You’ve just got to make a realistic investment and be commercial about it. The 17-year contract [signed with Bernie Ecclestone in December 2009] was certainly a huge move forward. Add to that MotoGP [five-year deal from 2010] and World Superbikes [oneyear deal for 2010] - which make up most of the major international motorsport events - we’ve got a great calendar.” we share Silverstone’s enthusiasm for this important sporting event,” adds Robertson. “We have a dedicated project management and build team, some of which have worked on the site for the 25 years. It is fair to say that they know the site extremely well and deliver the attention to detail that is required on a project of this scale.” Given a three-day attendance in the region of 300,000 and considering the huge scale of developments still ongoing, preparing Silverstone to host the British Grand Prix is a massive logistical and operational challenge, says Phillips. “When you break it all down it’s all relatively straightforward,” he coolly states. “The first thing we do is make sure more people aren’t put into the venue than it can cope with. We do this by putting a cap on the number of spectators and looking at the logistics of how people move about - where the toilets and catering areas are. “Then it’s really access and egress in the venue: traffic management and car-parking, the park-and-ride situation, heliports, camping - all the other parts of the infrastructure across Silverstone - because we need to get people both in and out quickly and make sure they are happy they do so. It sounds easy but there’s a lot of work involved in it.” “Traffic management issues are something Silverstone has dealt with very well over the past five or six years,” adds Populous’ Barrow. Spectator traffic management was a traditional issue to the track on the raceday weekend, a problem largely eliminated with the completion of the A43 Silverstone bypass, a dual-carriageway road just to the north of the circuit. “I can honestly say that getting to Silverstone is no longer a problem. I usually drive up from Surrey [around 100 kilometres] and can get there in a two-hour period every time with absolutely no problems.” 72 SportBusiness <strong>International</strong> • No. 160 • 09.10
F1 BRITISH GRAND PRIX DESIGNED WITH FANS IN MIND New Pit Lane and Paddock facility Silverstone, UK Populous is the official designer of the new Silverstone track for the 2010 British Grand Prix. We designed it to bring the fans closer to the action. Populous have been appointed to design the new iconic pit lane and paddock complex with the flexibility to accommodate conferencing and exhibitions along with academic facilities, that maximise the usage outside major event days, optimising the commercial opportunities available. The new pit lane and paddock is due to be completed in time for Silverstone hosting the 2011 British Grand Prix. For further information contact: 14 Blades Court Deodar Road London SW15 2NU UK T: +44 (0)20 8874 7666 F: +44 (0)20 8874 7470 E: sophie.therouanne@populous.com www.populous.com
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