The Creative Brief:
Liverpool ONE the prestigious, award winning, privately owned city-centre retail district were looking to appoint an event partner to create and manage an event based in Liverpool ONE’s Chavasse Park, for Christmas 2012.
•The original brief was to provide a ‘Winter Wonderland’ experience, providing key elements of:
•A temporary outdoor Real Ice Rink
•A Santa’s Grotto or a ‘Meet Santa experience’
•Food and beverage – seasonal themed to compliment on site tenants
•A Winter Bar experience
Liverpool ONE were also open to any solutions that would work commercially, deliver their brand values, appeal to their target customers and differentiate Liverpool ONE from other cities/city – centre seasonal offers.
As Liverpool ONE believed that this was not a classic brief, seeking a specialist operator, with some creative input, the tender process was opened up nationally, with Icebox Entertainments and 11 other agencies selected to submit proposals.
Icebox Entertainment provided a creative event solution, offering a turn-key operation with additional ice elements and unique features. Liverpool ONE awarded Ice Box Entertainment a long term contract in 2012.
The concept of creating an Ice Festival – around an Urban Mountain resort was developed to include a Pop-Up Real Ice bar, linked to an Apres Ski Lodge Bar and café offer. The large 700 sq metre spectacular high quality Ice rink featured a four wheel drive car displayed on a podium in the centre, a childrens rink positioned in a stand-out location in the Park. Ice Box Entertainments also introduced an Ice Slide and ice gallery, rotating from year to year, to compliment the Santa’s Grotto and various winter themed children’s activities and rides. Working with Liverpool ONE communications and events teams, Ice Box Entertainment created a programme of Festival entertainment, including live ice carving displays, themed street entertainers, ‘rat pack’ crooners to enhance the visitor experience. Ice Box
Entertainments continue to evolve the event, working closely with Liverpool ONE, to maintain original components and to meet the client objectives.
Ice Box entertainments produce and operate every element of the project, working with carefully selected suppliers, with a highly experienced and established team of management and staff.
The Ice Festival at Liverpool ONE is an excellent example of working alongside a busy retail centre, in a central city location and the success in attracting hundreds of thousands of skaters, visitors to all of the attractions, the pop-up Ice Bar and the APRES Café & bar, are testament to the style, standards and quality of the event.
In meeting the client objectives in attracting additional traffic during the peak winter season, adding value to the retail visitor experience and providing marketing and PR opportunities, the Ice Festival at Liverpool ONE has exceeded everyone’s expectations. Now established as the best winter offer in the North West and recognized in the National press as a leading city centre Ice Rink and Festival, the event will continue to develop, with Ice Box Entertainment working closely with Liverpool ONE to maintain this unique concept.