ten minutes with... Merlin Events

When Beauty Magazine required a unique environment to host its Beauty Industry Awards, it turned to London’s Madame Tussauds. Event Organiser Rachel Dugmore recalls the evening.

Questions & Answers

Take us back to November 2008 and the Beauty Magazine Awards?
The event was for 250 guests so we needed to treat them to a red carpet reception. We used the venue’s Spirit of London Ride as a perfect curtain raiser. Guests journeyed through the history of London over the last 400 years from the seat of a world famous black cab before being led into the A-List Party Room to mingle, with a drink in hand, amongst the famous wax figures.

Where did the dinner take place and what can you tell us about the catering and the awards themselves?
Dinner was announced at 8pm and guests were ushered into the World Stage Ballroom to dine, surrounded by figures of world leaders, royalty and legends of music and sport. The room is fully equipped for awards ceremonies with a large stage and full audiovisual including lighting and back projected screen. Guests enjoyed a three-course dinner courtesy of caterer Dish and the awards were announced afterwards. Winning beauty brands, including Clinique, Rimmel London, Gillette and Boss collected their trophies on stage.

What about after-dinner entertainment?
After the awards, Spandau Ballet frontman Tony Hadley took to the stage and got everyone dancing. The magazine’s editor commented on her blog the next day that she’d never seen a dance floor so packed at a corporate do so he definitely went down well with the crowd. A vodka luge in the shape of a pair of lips was set up in the dining area and as the evening came to a close, guests exited via our infamous Chamber of Horrors and received a special Beauty Magazine goodie bag as they left.

It sounds like they all had a great night. Will they be returning in 2009?
Yes, although this year the Beauty Magazine Awards have chosen another of our venues, SEA LIFE London Aquarium. The venue’s recent refurbishment will form a stunning backdrop for the event whilst the nail biting Shark Walk will act as a spectacular finale to the awards as guests will exit by walking across a platform above the shark tank.

It sounds like you really enjoy your role as an awards organiser
There aren’t many people who can say they look forward to Monday mornings but I genuinely do. Since completing my degree in events management I knew this was the industry for me. I thrive on each event being unique and I’m lucky to have the opportunity to work across five different venues. I am very much a people person and I enjoy getting to know all my clients, helping them to achieve their dream events.

What advice would you give corporates striving to host successful awards ceremonies?
I think the key to organising a successful awards ceremony is to really know your guests and what they would look for in the perfect evening, after all the event is to celebrate their success. You need to find a venue with the ultimate “wow” factor and have absolute confidence in both your Event and Catering Manager and of course yourself.