Hammersmith Apollo has launched itself as a corporate venue. Since the Apollo was bought by AEG Live and CTS Eventim in 2012, a multi-million pound refurbishment has transformed the renowned event space. Expanding the corporate side of the business was seen as a major growth opportunity but the 6% gradient of the floor stood in the way of hosting major seated events. Now a state-of-the-art flat floor structure has been installed.
Global Infusion Group (GIG) founder and CEO Tony Laurenson said he was thrilled to see the Apollo going from strength to strength, adding:
Over the years the venue has gone from rock ‘n’ roll and moved into the more corporate world – as a company, GIG strongly reflects this. We started off at Hammersmith as Eat To The Beat, and now in 2015 our corporate division GIG…fyi is one of the accredited catering suppliers. We’ve done the full circle with the venue and grown with it.
Heiko Kacimi-Alaoui’s, Deputy General Manager of Eventim Apollo, said:
Following the refurbishment in 2013 the Apollo decided to invest in a state-of-the-art flat floor structure making the space suitable for anything from seated gala dinners to exhibitions and much more. With GIG as one of our accredited catering partners we are confident to have a knowledgeable and flexible partner by our side. GIG will be a huge support on our way into corporate events.
Laurenson’s association with the venue goes back to 1980 he worked for a company called Flying Saucers who were the in-house caterers at Hammersmith. They catered out of a tiny kitchen out the back which is now the chair store. When Eat To The Beat was born in 1984 Tony was able to continue his strong relationship with the venue both while on tour with bands passing through or doing one-offs as the preferred ‘local’ caterer.
Looking back, he adds:
The venue was known many years ago for all things rock ‘n’ roll and the famous album released in 1981 by Motorhead ‘No Sleep till Hammersmith’ captured the excitement and energy of the era. The album hit number one and the title stuck. Most tours would start and/or finish at Hammersmith as it was such an iconic venue.
I remember the crew buses meeting and finishing at the venue on many tours including The Temptations, BB King and ZZ Top. The venue was known as a rock ‘n’ roll institution and Eat To The Beat known as rock ‘n’ roll caterers. We were involved with at least 50 tours per year at Hammersmith.
The Apollo will host its first major corporate event in October and in the next few months has a run of 16 sold-out shows for Dynamo as well as six days’ of sold-out shows by Kevin Bridges – both with crew catering by Eat to the Beat – and music legends Morrissey and Motorhead. Then there’s also Live at the Apollo, the resident comedy TV show that’s been going for more than 10 years.