TPI_May

NEWSFOCUS:EatToTheBeatat25
Below: Tony Laurenson with colleagues Bonnie May and Mary Shelley-Smith, basking in the glory of their 2009 TPi Award, presented by host Phill Jupitus. Inset: New head of ﬁnance, Ben Tubb.
“The more business we did over there, the “At the moment, it’s all being shared by Blink opportunities for us. The demise of the car
more money we could put into marketing, and 182 and Madonna, and our VP of US operations, business has been unfortunate, but it’s allowed
the catalyst for us launching properly in the Michael Brevetz is the man in charge.” us to invest in people, equipment and marketing,
States came in 2003 through two major jobs — Whilst U.S. venue catering tends to be largely which last year led us to do other live work with
a Mercedes-Benz car roadshow, keeping 44,000 dominated by the venue owners and promoters, Boston, Sheryl Crow, Coldplay, Celtic Thunder
punters happy, and a tour with the Eagles. ETTB Inc was offered the contract at the and the ATP Festival in upstate New York.”
“Eat To The Beat, Inc was born immediately. Merriweather Post Pavilion in Baltimore, servicing
Up to that point we stored a rig with our friends around 50 shows a year. DIVERSIFICATION
at LSD and moved into PSG (Production Storage Through its relationship with the The Global Infusion Group’s corporate hospitality
Group), run by Manny Parodi near LAX. Merriweather’s promoter, IMP, ETTB Inc won the division — formerly Chevalier Event Design, but
“But we soon invested in a huge amount of catering contract for the Virgin Festival and, as recently re-named Upbeat Event Design — is
ﬂightcased catering equipment, including kitchen a direct result, its UK parent has been signed up now 20 years old.
sinks... over 100 cases in fact, compared to for this summer’s V Festival in Chelmsford. Why the change of name? “Firstly to make
about 250 in the UK. “America has provided major growth it more in line with the rest of the Group, but
TPiMAY 09 • 19
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