THE RUNDOWN

The Ivy is a restaurant very popular with celebrities, people from the arts and media and theatregoers. The original restaurant was opened by Abel Giandellini in 1916 as an unlicensed Italian cafe in a building on the same site. In part due to its proximity to the West End theatres, exclusivity and late closing time (it is still open until close to midnight), the restaurant quickly became a theatrical institution. In September 2008, The Club at The Ivy, a private members’ club with a hidden entrance via an adjacent flower shop, was opened on the three floors above the restaurant, with membership. Specialist Al Douglas was asked to develop a concept that would give something back to the paying members. To build something of value that would make the members loyal and a concept that would attract new members.

THE GOALS

• Al Douglas built the music event project called ‘Live At The Loft’. • Give the club members more value for their membership • Attract new members to the club • Attract a new entertainment industry demographic to the club • Let the performing space within the members club be seen as flexible space for businesses

THE APPROACH 

• Client Sennheiser supported the event and supplied the artists with Sennheiser headsets. • Create a continuous music event experience for club members and client guests to network. • Forge a genuine connection between members and the club by way of email updates • Stage new and current music artists at events via the music industry to potentially show off the performance space for future business. • The events were attended by a raft of A-list celebrities and London influencers.

THE RESULTS 

• The Club at The Ivy has experienced the benefits of events and networking and have now had increased entertainment music, art events and launches • Membership increased as a result of the events • Members feedback was positive and worth having the little surprises that make them even more loyal.