Live on the Terrace - Creative & Commercial Direction
CLIENT
Five Star Catering
INDUSTRY
Hospitality & Live Events
ROLE
Project & Commercial Lead
SERVICES
Strategy, Events, Marketing & Growth
A summer worth showing up for.
I held overall responsibility for Live on the Terrace, a weekly music and hospitality series at Lee Valley White Water Centre, leading its creative direction, commercial strategy and delivery throughout the season.
I shaped the programme and brand, managed talent and partnerships, and led the full marketing campaign across social content, email, web and print. I also owned the end-to-end ticketing and sales operation—from pricing strategy and building each event on DesignMyNight to ticket launches, ongoing promotion and the complete customer booking journey.
From the performers on stage to the brochure in a customer’s hand, my responsibility covered how the series was conceived, presented, sold and experienced.
Bigger crowds. Better returns.
The ambition was to grow attendance and earnings across the same-sized summer programme. Every weekly performance needed a compelling offer, the right pricing and a campaign that reached its audience, while building recognition for Live on the Terrace.
I connected the full programme through coordinated event launches, artist content, mailing-list campaigns and partner promotion. A dedicated summer brochure and consistent venue branding gave customers more opportunities to discover upcoming dates and plan their next visit.
Across the website, I expanded What’s On touchpoints, improved event information and introduced a dedicated FAQ. I oversaw site functionality, ticket availability and customer enquiries throughout the season, ensuring the interest we generated had a clear route to purchase.
To increase the value of an event day, I introduced daytime R&B and Garage brunches followed by evening tributes. This created two distinct reasons to visit and extended the opportunity for ticket, food and drink sales.
A fuller terrace. A stronger commercial return.
The season closed with 5,000 tickets sold, up from 2,000 the previous year. That represents 3,000 additional ticket sales and 150% growth across the same-sized programme.
Organic marketing, partner promotion and a coordinated campaign across digital and physical touchpoints supported sold-out tribute nights throughout the summer.
The combined brunch-and-tribute days generated approximately three times the earnings of a standard evening-only tribute night, extending the venue’s earning opportunity beyond a single performance.
The work grew both demand for the programme and the commercial value of selected event days—through decisions I led across programming, brand, pricing, marketing and delivery.
