Live On The Terrace at LVWWC
about.
Overview
Live on the Terrace was a seasonal live music and hospitality programme at Brew Street, Lee Valley White Water Centre, designed to activate the outdoor terrace and strengthen summer trading. I led the commercial setup, customer experience structure, and end-to-end delivery of the series, ensuring each live date functioned as a controlled, paid experience rather than an informal free event.
The goal
Turn live music into a revenue-generating, repeatable format by introducing paid entry, improving customer flow through structured seating. Aligning programming with hospitality delivery, increasing perceived value while maintaining a relaxed, accessible atmosphere.
What I did
Led the commercial structure and on-site delivery of the series. This included moving the event from free entry to paid ticketing, implementing a seating plan to improve flow and guest experience, setting capacity and experience expectations, and acting as the primary customer point of contact pre-event. Across each live date, I oversaw front-of-house flow, service timing, and live programming to ensure smooth delivery, consistency, and a strong overall experience.
Outcome
Live on the Terrace successfully shifted from an informal activation to a paid, seated live experience with clearer structure, improved customer confidence, and smoother on-site operations. The programme became a proven seasonal format that balanced atmosphere with commercial control, strengthened Brew Street’s live offering, and provided a scalable model for future programming across FSC venues.
