Event production company bursts its seams

CEO, Bruce van Halderen comments: "The market for the total production of corporate as well as private parties and events is growing rapidly in South Africa. One of the reasons for this growth among corporate clients is a growing understanding of the fact that the quality of an event can make or break a brand, as well as widespread acknowledgement that event production is a specialised field that is best left to the professionals.

"Loudfire is of course unique among its peers in that we own most of our own décor items, bars and accessories, props, grips and of course all of our own tents. As a result, any growth in the company has a ripple effect that affects all aspects of our organisation. This was the case recently, when we quite spectacularly ran out of space in both our offices and warehouse in Johannesburg."

The company's Johannesburg headquarters recently moved its operations to bigger premises in Kramerville, Sandton. The premises are home to Loudfire's operations staff as well as the Group's HR and Financial functions, and the newly launched Loudfire Bar Academy. Adjacent to the new offices is warehouse number two for the company's growing Johannesburg operations.

Not to be outdone, Loudfire Cape Town has just signed on the dotted line for a new warehouse at the foot of Table Mountain, in Maitland, for its tent manufacturing and R&D operations. Loudfire's tent division is of course a major player in the local manufacturing, sales and rental markets for Bedouin style freeform tents and invests heavily in R&D on these products.

When tents are your preferred venue, albeit very stylish tents that are akin to five star hotels when they are styled, then location is very flexible indeed. Although the demand is not as high as it is for Cape Town and Johannesburg, Durban remains a popular venue for events. Certainly there was sufficient need in the area to motivate Loudfire to establish a satellite office in the area. This satellite now plays host to the company's Cape Town or Johannesburg teams, when either are called upon to produce an event in South Africa's favourite seaside retreat.

Van Halderen concludes: "Quite apart from the local scenario, Loudfire is privileged to be enjoying the fruits of the growth in the event production industry on an international level as well. Africa is a very big growth area for us at present, so big in fact that we are planning additional offices in Zambia, Mozambique and Tanzania as well as Dubai."