Loudfire upscales Durban office to full production operation

A poolside tent experience created by Loudfire in Ballito.

Anton Scholtz, who heads up this operation from its base in Hillcrest says there is great interest in Loudfire’s next generation style of experiential-events, yet the coastal market is still hesitant to commit to expenditure in this new and exciting arena. Still, the market’s reaction to Loudfire’s entry has been enthusiastic, while most of the work conducted by the office continues to emanate from the more economically vibrant Johannesburg and Cape Town markets.

He adds: “The Durban satellite office was launched a year ago and served Loudfire well as a base out of which our Johannesburg and Cape Town operations would produce events for national clientele. It fast became evident though that quite apart servicing the needs of the local operations of our national clients, there is growing interest in and appreciation for our calibre of production and level of service, from the many large and medium sized companies that are native to the area. The decision to upscale the operation was made on the strength of this potential.”

In real terms, the transition of Loudfire’s Durban operation to a full production office means that the branch is now holding stock of the company’s trademark freestyle, Bedouin tents, as well as increasing the number of sets and props it keeps in stock. Ownership of its own tents, sets and décor is one of factors that contribute to the keen competitive edge that Loudfire has been able to maintain so successfully in the marketplace, while constant innovation in all the spheres of architectural interiors, has entrenched its reputation as the de facto trendsetter in the experiential-events field.

The company has also upskilled its creative production capacity in Durban, with Scholtz’s placement. Scholtz, who is originally from Durban, was previously with the Johannesburg office, where he worked closely with the company’s founder and creative guru, CEO Bruce van Halderen.

Van Halderen comments: “Durban is bursting with potential in the events arena and we are really pleased to be in a position to offer our particular brand of experiential eventing to this burgeoning market.”

About Loudfire:
Loudfire is one of South Africa's leading providers of ‘designer entertaining for your brand’. This vibrant experiences company is renowned for its ability to create events and parties that are one-off original creative experiences. The company is fully empowered, with a BEE shareholding of 30.15%, shared between partner Direng Entertainment (Pty) Ltd. and internal or staff ownership.