The organisers don't really want it known, but the event site was still a hotly contested issue this year amongst the sponsors and the town as everyone wants the beach, but after the storms of last year that left event organisers with sand in their eyes when the beach was found to be too unstable to support the circus tent used as the venue, stable, higher ground is what was finally chosen. It's a less than auspicious address - the Margate Primary School grounds, but staging organisers H-Factor promise that the state-of-the-art tent construction from Gearhouse SA is one of the most advanced around. It certainly looks impressive and construction began on Saturday. Everything is also being done around the venue to ensure the party atmosphere prevails.
It's was a challenge last year, staging such as festival in Margate and it's a challenge again this year, although no town and local government could be more helpful - no wonder, the Loeries weekend is reported to have generated over R10 million in hard cash for the region last year out of season.
Heloise Fourie of H-Factor, who are responsible for the production of the awards night this year explains: "Margate doesn't have the infrastructure for an event of this size, so you have to take the infrastructure to Margate."
She reiterated that the tent was incredibly safe, more like a permanent structure anchored into the ground. And it is huge, 100m by 100m with the all the stages, artists dressing rooms, chill areas, big screens and cinema-style seating inside, including the 'Nice' portable loos.
"We started at the weekend with construction. We will build the stands over this coming weekend and the main stage, Monday the rest comes in: production, screens, everything. Then rehearsals start and we put in hair and makeup, the artist lounges. The venue is a 10 minute walk up from the Margate main road and there are steps which will be specially lit from the beachfront and there will be taxis galore up and down for those with hip problems and killer heels."
Fourie emphasised that Nice toilets were providing the ablutions, which were coming all the way from Durban at great expense. The mini-caravans - no porta-potties this year - come complete with pot pourri and soap and a towel, mirror etc. I've been assured your ballgowns will fit!
While the organisers want to keep the artists and entertainment and special touches on the night a surprise, Fourie says the awards shows will have style. "We have cut the show to two hours, it's slick and clean and high energy to keep tension so that people don't get bored."
And of course, because a decision was taken to bar the serving of alcohol at the awards venue. The 2000 guests on each night will have to be content with pre-drinks and food before the main event and at the after parties.
And as The Loerie Awards CEO, Andrew Human urges, let's not forget why we are in Margate in the first place: to celebrate creative excellence.
"That is why we are doing this - to leave people inspired. We want people to say: 'I want to see better work, I want to do better work...' The weekend is designed around that, ultimately. It's a fun experience with reason."
This year for the first time the real 'joe public' gets to choose their favourite radio and TV ad as well. In partnership with the SABC and 24.com, the public can now vote for their favourite ads.
Finalists chosen by a panel of key experts (members of the public) are being flighted across SABC radio and TV channels this week. If you can't wait, go straight to www.24.com/loeries where you can view all the ads and cast your vote.
The winners will be announced at The Loerie Awards on the night of 17 September in Margate.
Tickets to the festival weekend are almost sold out. Sunday night, sponsored by SABC, is sold out with 2100 seats booked, but there are still a few tickets out of the 2000 tickets available for the Saturday night, sponsored by Media24. Visit www.theloerieawards.co.za if you still want to make it.
