Client
The Grounds is Hong Kong’s Ultimate Socially Distanced Entertainment Experience. Located at AIA Vitality Park, The Grounds incorporates a giant LED screen and state-of-the-art sound system & stage. Curating a selection of entertainment options to the Hong Kong Harbour Front for customers to enjoy from the comfort and safety of their own private pod.
Challenge
Launching a project of this type, size and scale during the COVID-19 pandemic was very challenging and a whole new experience in event planning and delivery. Short-time scales, evolving-guidance & legislation, new sponsor & partner relationships, risk management and customer safety were paramount. The event format, positioning, promotion, sales strategy, and communication all had to be reviewed and flexibility & transparency were key to the success of the project.
Solution
Every aspect of the venue and events had to be reconsidered in the new-normal to ensure consumer confidence in attending an event. Health & Safety protocols lead much of the planning and licensing stipulations resulting in best-in-class COVID-responsible procedures:
- Pre-Registration & Advance Ticket Purchase
- Digital Health Declaration
- Temperature Checks & Hand Sanitiser
- Mandatory Face Masks
- Paperless Ticketing
- Self-Scan Access Control
- Own Device F&B Ordering
- In-POD F&B Delivery
- Socially-Distanced Private Pods
- Extensive Cleaning
Zicket developed an Event Technology Toolkit to help ensure the COVID-Responsible venue followed all outlined operational procedures and met all licensing obligations. Working alongside a selection of like-minded and pioneering partners, the project was steadfast in it's aim to deliver a world-class socially-distanced entertainment experience.
Zicket are best in class operators and an invaluable resource when it comes to planning and executing a new event concept. They brought years of collective events and technology experience to the project and acted as an extension of our own team. When devising completely new event tools for the ‘new normal’ it was very reassuring to have a technology and ticketing partner that not only had a deep understanding of planning and executing a ticketing campaign, but also had their finger on the pulse of global trends and developments in COVID responsible best practice for large format events. When a solution was not readily available they helped create or retrofit something to meet our needs, taking account of timeline and budget and always proposing sensible solutions. Zicket has helped us redefine the standard for COVID-responsible event experiences and we are proud to partner with them going forward as our exclusive ticketing and technology provider.”
Simon Wilson, Managing Director - The Grounds
Result
The multi-award winning project received overwhelmingly positive feedback from the Hong Kong public, brand partners and media. Hosting over 160 events, selling over 50,000 tickets and reaching a social media audience of 1.6 million people.
The success-story was covered by worldwide media outlets from the New York Times to Forbes and generated over 1.6 billion global media impressions. A wide range of event partners and organisers across all event categories staged events including:
Outdoor Cinema - Movies, Documentaries, Film Festival
Wellness - Lululemon, IRIS Festival
Sports - Tri-Nations Championship, Rugby Tots
Corporate - AIA Staff Appreciation, BMW Drive-In, Asia Miles Member
Awards Ceremonies - HK Living F&B Awards
Charity - ImpactHK, Mothers Choice
Live Music - Bounce, Wild Boar, LIVE @ The Grounds
