Sports Illustrated appoints Loudfire to produce Swimwear after-party

An audience of 3000 people is expected to attend this high profile event, and following the show, the magazine will host some 1000 people at the after-party.

Loudfire has been tasked with producing the total guest experience, or rather end-to-end production of the party, which takes place on the rooftop of the Menlyn Park Shopping Centre in the Drive-In. This mandate includes supplying the food, tent and décor experiences for the occasion, as well as the bars in cooperation with bar sponsor Bacardi.

Of special interest is the fact that the events company recently took delivery of Africa's biggest freestyle, Bedouin tent and according to Sales Director and project manager on this event, Paul Sainsbury, will put this tent to work at the Sports Illustrated party. The tent has an incredible coverage of 1300 m2 when stretched to capacity and can accommodate around 1250 guests, standing. Being a product of the Tentra StormChild range, the tent is exceptionally strong and 100% waterproof.

Sainsbury concludes: "We have worked extensively with the people at Touchline Media and Sports Illustrated in the past, and each time it has been a genuine pleasure to deal with these motivated and professional individuals. This project is an especially exciting and challenging one given the high profile of the event and the high expectations of guests. Still, that's the way we like it and we're looking forward to Friday and to creating a designer event that we hope people will speak about for all the right reasons, for a long time to come."

About Loudfire:

Born in Cape Town in 1994, Loudfire has served the South African events, parties and experiences industry for more than 12 years. In 2002 it established an office in Johannesburg, which subsequently became its headquarters and home to a sizeable warehouse and fleet. Loudfire still maintains a strong presence in the Mother City and now also has a satellite office in Durban.

In delivering on its promise of "Designer entertaining for your brand", Loudfire creates events that embrace the total guest experience and also sells component experiences to its competitors, such as its bar, décor and tent experiences. Its sister company Tentra manufactures all of the company's freestyle Bedouin tents, which it offers for hire or for sale, and has the largest such tents in Africa.

Loudfire is a fully empowered company with an effective BEE shareholding of 30.14%, of which 18.9% is owned by BEE investment company Direng Entertainment (Pty) Ltd. and the balance by internal partners.