Brief

As the project leader, I led the planning and execution of a highly anticipated Robbie Williams concert that had been in the works for over 1 year. This concert was unique as it was the stadiums first come back hosting concerts for 10 years following Elton John previously. The event aimed to deliver a powerful live entertainment experience whilst making a commercial profit for the Football Club.

Objective

The key objectives for this concert were:

Deliver a world-class entertainment experience that strengthened Southampton Football Club's brand and connection with his fans in Hampshire.
Ensure seamless project management from concept to execution, including team coordination, budget management, and stakeholder engagement.
Create a lasting emotional impact through a carefully designed live performance experience which would lead to a calendar of concerts being booked every year for the following 5 years +.

Strategy and Implementation

Year-Long Planning: As the project leader, I coordinated a year-long planning process, managing all aspects of the event, at a capacity of 32,000. My role included overseeing team collaboration, securing partnerships, and managing the timeline to ensure everything progressed smoothly.
Artist Collaboration and Special Guests: I was responsible for coordinating special guest appearances, which added excitement and star power to the event. These collaborations were planned to surprise and delight the audience, keeping them engaged and enhancing the concert’s appeal.
Media and Social Engagement: A comprehensive media strategy was developed under my guidance to maximise reach through the club. We focused on engaging audiences through live streaming and social media campaigns. Leading up to the event, promotional content-built anticipation, and on the day of the concert, social media encouraged fans to interact online, amplifying the event’s impact.
Hospitality Suites: A key component of the event was selling and providing a premium experience through hospitality suites. We organised luxury suites for VIP guests, sponsors, and corporate partners. These suites featured personalised services, exclusive access to the best views, and customised décor that reflected the concert's theme. As the project leader, I coordinated with hospitality partners to ensure seamless service, including premium food and beverage options and dedicated staff to cater to the needs of VIPs throughout the event.
Catering Logistics: To cater for the broader audience, we also organised a wide range of food and beverage options through outside catering units. These units were strategically positioned around the venue to ensure easy access for concertgoers, minimising wait times and maximising convenience. I worked closely with vendors to ensure variety and quality, offering everything from casual street food to more upscale options, ensuring a diverse culinary experience.
Security and Safety: I collaborated closely with security experts and local authorities to ensure a safe event for attendees. The security plan involved crowd management strategies, surveillance, and pre-event safety checks to ensure everything went smoothly.

Results

Impact: The concert delivered an unforgettable experience for attendees; the feedback praised the depth, and comfort they felt during the performance. As project leader, I ensured that the event struck the right balance between entertainment and reaching full capacity, providing a memorable experience whilst keeping the profit on the P&L to an agreed level with senior management.
Media and Public Reception: The concert received widespread media coverage and was praised for its production quality. Social media engagement skyrocketed, with fans actively participating in online discussions and sharing their experiences, further boosting the concert’s reach and visibility.
Project Management Success: As project leader, I successfully managed the event from conception to execution. The concert was delivered on time and within budget, with all stakeholders—including sponsors, artists, and partners—expressing satisfaction with the event’s success.
Brand Reinforcement: The concert enhanced Southampton Football Clubs brand as an entertainment venue committed to his fans and the local community. My leadership contributed to ensuring the concert met its entertainment goals and exceeded audience expectations.

Timescale

One-Year Planning Period: As the project leader, I oversaw a year-long planning process, managing all logistics, partnerships, and team coordination.
Final Preparations: Two weeks before the event, final touches were made to ensure the production was ready for the big day. At this time the tragic Manchester bombing took place during the Ariana Grande concert. Immediately, I organised extended Stakeholder groups to discuss further security measures,
Concert Date: The concert took place in June 2017, from there we signed contracts with The Rolling Stones, Take That and further artists.

Testimonials

“I would like to thank you for the years of dedicated service you gave to the club. Your energy and passion were infectious and you should be rightly proud of your achievements in helping to create a first-class events team that has really helped to place St Mary’s on the map as a credible and alternative events venue.”

— David Thomas, Chief Commercial Officer | Southampton Football Club

“Sam and I worked together at SFC and she did a great job helping to grow sales in a fast-paced environment. When we took the decision to move back into hosting large scale concerts at St Mary's after a long absence, Sam embraced the challenge and was instrumental in the delivery of a hugely successful event. An excellent project manager with the commercial expertise required!”

— Toby Steele - Experienced CFO with Managing Director and M&A background

“I met Sam in late 2016 when she had started to plan the delivery of a 32,000 capacity Robbie Williams concert at St Mary’s Stadium Southampton, as the team at the stadium needed some specialist concert input and support. We worked closely on the successful delivery of this event and whilst working with Sam I was impressed by her professionalism, commitment to the club and her hard-work, whilst delivering a complex and difficult show.”

— Neil Roberts, Director | NRCO Ltd

Robbie Williams Concert, Southampton Football Club