THE BRIEF
Ulterior Events were appointed to deliver a multi-format event to celebrate the client’s 100-year plant anniversary, combined seamlessly with their annual IMA and AGM. The event needed to balance corporate conferencing with a meaningful celebration of heritage, people and achievement, while ensuring flawless logistics across Manchester city centre and the client’s operational plant.
The Solution
Ulterior Events provided full end-to-end event management, coordinating venues, production, logistics, catering, entertainment, guest movement, and on-site delivery across two intensive days, set up and live day. With multiple locations operating simultaneously, careful planning and experienced on-site management ensured a smooth guest journey, impactful brand storytelling, and a memorable centenary celebration.
Day-by-Day Delivery
Day 1 – Build & Preparation
Day one focused on comprehensive set-up across two locations.
The Ulterior Events team arrived in Manchester and established their main operational base at Mercure Manchester Piccadilly, where conference deliveries arrived and AV installation began. Lighting, sound, and technical checks were carried out to prepare the plenary space for the following day.
Simultaneously, the team was on-site at the client’s manufacturing plant, overseeing the delivery and installation of a bespoke marquee. This detailed build including flooring, full AV production, branded décor and catering infrastructure, all coming together to transform the working site into a polished celebration space.
With teams split across locations, clear communication and detailed schedules ensured everything progressed efficiently. The day concluded with final walk-throughs and checks, confirming all elements were in place for guest arrival the following day.
Day 2 – Conference, Celebration & Gala Dinner
Day two began early, with the Ulterior team positioned across both the hotel and the client’s plant to prepare for guest arrival.
At the hotel, the team coordinated client rehearsals, managed guest registration, and ensured the buffet lunch was set and ready. Following lunch, guests were welcomed into the main plenary for an introduction outlining the day’s programme before boarding coach transfers to the client’s plant.
On arrival at the plant, guests were greeted with refreshments and a health & safety briefing before embarking on guided tours. The tour showcased the plant’s machinery and processes, enhanced by historical imagery celebrating staff and milestones from across the decades.
Following the tour, guests gathered in the marquee where the Managing Director delivered a powerful centenary speech, culminating in the unveiling of a commemorative plaque to mark the 100-year milestone.
Guests then returned to the hotel, reconvening in the main plenary for the AGM, followed by an Awards Ceremony celebrating customer achievements. As the ceremony concluded, the Ulterior Events team facilitated a smooth hotel check-in by distributing room keys on-site.
While guests enjoyed time at leisure, the Ulterior team moved ahead to oversee final preparations at the Imperial War Museum North, which had closed to the public for the clients exclusive evening celebration dinner. The main exhibition space was transformed with extensive branding, including gobo projections, vibrant historic imagery, and logo-led visuals that elevated the unique venue.
Entertainment suppliers, including magicians and a live singer, arrived for sound checks, while the team completed table plans, menu placing, and final styling. Transfers were then coordinated from the hotel, and guests were welcomed at the museum with champagne and close-up magic as they explored the exhibits.
Guests were seated for dinner, followed by a live performance from Andrew Bourn, who delivered a show themed “through the decades,” perfectly aligning with the centenary celebration. Dinner was served after the first set performance, with Andrew returning to the stage to continue the journey through time after desserts — culminating in a high-energy finale that had guests on their feet and created a truly memorable evening.
The night concluded with transfers back to the hotel, followed by guest departures the following day.
The Result
A flawlessly delivered, multi-location event that successfully combined corporate conferencing with a landmark celebration. The client’s centenary was honoured in a meaningful and engaging way, while customers enjoyed a seamless experience from start to finish – a true showcase of Ulterior Events’ expertise in complex event delivery.
