CASE STUDY

In 2007, Loblaw Companies chose Spark to produce two important events at historic Maple Leaf Gardens. The first was an evening presentation to Financial Analysts; the second, on the following day, was the company’s Annual General Meeting.

The Gardens had not been used for several years and posed a significant challenge: the creation of an environment that would hide its shabby appearance and, instead, highlight the building’s glorious history. In addition, Spark had to design a theatre that would accommodate an audience of 500 people in the cavernous old hockey stadium. Spark met these challenges and more; creating two different stage sets; the first, an intimate ambience based on a design by Joseph Mimram, designer of Loblaws Joe Fresh clothing line, and the second a forum for the formal procedures of the AGM.

The building was cleaned up; audience seating, kitchens and executive washrooms installed; staging, lighting and sound equipment positioned, and security staff briefed to keep an inquisitive general public at bay. Every preparation went like clockwork according to the tight and demanding schedule. Both events went off without a hitch and were pronounced a resounding success by Loblaws and attendees alike.