CASE STUDY

In the fall of 2008, LCL approached Spark to produce a series of trade shows to launch Christmas Events in their stores. The timeline was extremely aggressive, with only one month to conceive and produce the first event on a limited budget. As well, since the Town Square was a four city road show (Halifax, Montreal, Toronto and Calgary), there were a myriad of logistical challenges including sourcing and liaising with multiple venues.

As there was no time for experiment or error, Spark brought together a highly experienced team. They quickly put in place a feasible plan. For example, production time was saved through standardized signage and décor designs, while money was saved by creating two packages of identical signage that was shipped from location to location on a staggered basis.

Once the Senior Management team experienced the impact of the first events, they decided to add new elements, making the event even larger in scope. Based on this success, Spark was contracted by LCL to produce the 2009 Town Square. For the 2009 road show, the focus was placed on product rather than décor, reflecting the economic situation at the time. Spark was also able to leverage learnings from the previous year, further raising the bar on event execution.