The Big Interview: Battersea Evolution

Stephen Lawrence, managing director of Battersea Evolution and Smart seasonal venues, home of the BT Sport Industry Awards, speaks to sportindustry.biz about its rebrand and what’s to come…

Can you give an overview of your role at Battersea Evolution?

My official title is managing director of Battersea Evolution and Smart seasonal venues. It’s a role created to oversee and manage Smart Group’s growing venue portfolio. Battersea Evolution in Battersea Park is Smart Group’s flagship venue that is purpose built for use from September to June. 

My job is to ensure that the venue is well managed at all times, professionally communicated to the market, streamline operations and to support the team by increasing bookings. A considerable part of my role, is to maximise the capacity and the space by utilising a varied range of events. Battersea Evolution has a very full schedule of high profile events, awards dinners such as the BT Sport Industry Awards and exhibitions; The Telegraph’s Ski & Snowboard Show, The Affordable Art Fair and The London Motor Show. The venue also hosts a series of immersive themed Christmas parties throughout December.

Last month, we celebrated the re-brand of Battersea Evolution by hosting a special dinner for 300 guests from across the hospitality and event industry as well as media, venue partners and clients. The purpose of the re-launch was to showcase the venue’s enviable versatility and creative capabilities. We also manage several other venues, including the recently launched Here East in Queen Elizabeth Olympic Park. We also have a couple of large Christmas venues including a pop-up venue in Finsbury Square and at Willows Farm, St Albans.

In addition, I am always looking for a new venue opportunities to add to the Smart Group portfolio.

Is trying to create a more venue orientated brand one of the reasons behind the rebrand?

Exactly that, before the re-brand the venue was known as Smart at Battersea Evolution, but now Battersea Evolution is being positioned as a an independent brand within the group. Other venues in our portfolio will be referred to as a Smart Venue such as Here East, a Smart Venue. The common factor is that our event caterers Smart Hospitality and Moving Venue by Smart cater for all of them, which is essentially our core business model.

You mentioned the BT Sport Industry Awards, it’s been there since 2008, how do your other events vary, what’s the smallest to the biggest in terms of numbers?

The smallest event we host at Battersea Evolution is a seated event for 400 to 500 guests. On the flip side, the BT Sport Industry Awards is one of the biggest events we host, however we can also cater for up to about 2,200 seated guests. From a dining perspective, we are positioned as one of London’s largest venues.

Battersea Evolution isn’t a permanent structure, why is that and what are the pros and cons doing it that way?

Battersea Evolution takes 14 days to come down and 20 days to erect back to its former glory. The site in which the venue is located also happens to be a residential area and shared by all park goers. We have a responsibility to protect the park and fulfil our responsibilities. During the summer months when the venue is down, we reflect on the many successes and focus on how we can improve across all areas of the business so that our loyal clients keep returning.

Also, over the past few years, Formula-E passes through our space in the park, however it’s not due to take place in Battersea next year.

Is there any trend or element across other sectors, outside of sport, that you think the sport industry could embrace or learn from?

From an events perspective, there’s always the opportunity to be innovative and showcase creativity. Brands introducing experiential elements such as virtual reality pods is a trend that is on the upward trajectory. The advertising sector is regarded as putting on entertaining and memorable award ceremonies and often venture out of the box.

Personally, the innovation comes in the show’s content, finding new ways to showcase a brands core message without having to go through a predictable formula is an exciting challenge.