Hilton Birmingham Metropole And Mclcreate Team Up To Demonstrate Personalisation Trend

This information originated in U.K. English.

September 11, 2015

BIRMINGHAM, UK - The ‘I am the Event of the Future' showcase attracted over 250 event professionals and brand representatives from across the country. The evening was a collaborative event between Hilton Birmingham Metropole and event company mclcreate, inviting clients, event planners, agencies and technology providers to experience hospitality and state-of-the-art technology by placing delegates at its heart. Personalisation elements were included in both the planning and execution of the event.

Those invited to the event were asked to answer a series of questions via - survey upon sign-up, which ultimately influenced their evening and their stay at the hotel – which included the theme and décor of the event, along with personal hotel rooms. The results from the survey were also used as part of the evening’s entertainment, including delegates’ tastes and preferences in terms of dining and after-dinner entertainment.

Guests were hosted across the Library and the Palace Suites at Hilton Birmingham Metropole, enjoyed a personalised cocktail reception and had the chance to view and interact with some interesting event technologies. The technologies included an interactive digital globe, a ‘Minority Report’ style touch table and a self-service bar which utilised RFID technology.

An impressive 360 degree projection was utilised to show answers and phrases from the delegates’ survey and formed the backdrop of the formal sit down dinner in the Palace Suite. Interactive iPads were placed on every table that enabled guests to set the colour theme of their table and take photographs throughout the meal, encouraging t able engagement. The music selection for both the cocktail reception and gala dinner featured artists selected from the survey results. Speeches from Patrick Stapleton, general manager, Hilton Birmingham Metropole, and Jamie McAffer, creative director at mclcreate and speaker Guy Browning, rounded off the night.

Tim Spencer, managing director at mclcreate, said, “This event has been very much about providing a valuable experience and demonstrating that we have moved from being solely a tech provider to providing a total events solution. We are in a new era of event production and this event has been very much about illustrating, in practical – not cosmetic – ways, just what that means, and the showcase event demonstrated our abilities in this field. We provide a total events solution with all of our developing integrated services, which is only possible via our multi-skilled workforce, our long experience in event production and through partnership with organisations like Birmingham Metropole.”

Patrick Stapleton, general manager, Hilton Birmingham Metropole, said, “This is the sixth year we have held this event and it grows in popularity each time. This, combined with the key players that the event attracts, is a real testament to our partnership with mclcreate and the relevancy of our joint showcase for the industry.

“The events market is changing, and it’s important for us to be at the forefront of new developments, which really showcases our offer, right from the personal choice of menu prearrival, increased quality of food and fantastic service, ultimately focusing on improving individual guest satisfaction.”

The event was organised using getplanning™, Hilton Worldwide's online cloud-based service. This allowed planners, suppliers and all associated parties to communicate via an online workspace, which hosts all documents and correspondence for an event.

Ahead of the event, the hotel invited all guests to pre-order their three course meal for the evening online via TellTheChef, abolishing the need for set menus or buffets. The online ordering system cleverly gathers orders through email invites, gently nudging guests to preorder, resulting in lower costs and better service.

For further information or to contact Hilton Birmingham Metropole, call +44 121 780 4242 or visit birminghammet.hilton.com.


Emma Hall
Grayling (For Hilton Birmingham Metropole)
+44 121 265 2760

Hayley Longdin
Grayling (For Hilton Birmingham Metropole)
+44 121 265 2760

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