Johan Cruyff Institute welcomed Elisabeth Op de Beeck Roosens, Director of Hospitality, and Carlota Artigas, Marketing Coordinator for the Louis Vuitton 37th America’s Cup, who shared their experiences with students from the MBSE program at the Amsterdam University of Applied Sciences
Elisabeth Op de Beeck Roosens, Director of Hospitality, and Carlota Artigas, Marketing Coordinator of the 37th Louis Vuitton America’s Cup.
The 37th Louis Vuitton America’s Cup will involve five regattas that will take place in Barcelona from August 22 to October 27th. The bases of the participating teams will be located in the Port Vell area, where tens of thousands of spectators are expected to gather daily. Observation platforms will be installed on the beach, along with a Hospitality area.
In this interview, Elisabeth Op de Beeck Roosens and Carlota Artigas, two key members of the America’s Cup team, discuss the event’s organization in two strategic areas: Hospitality and Marketing.
Elisabeth Op de Beeck, Director of Hospitality
Organizing an event of the magnitude of the Louis Vuitton 37th America’s Cup must present numerous logistical challenges, especially in the area of Hospitality. What have been some of these challenges and how have you overcome them?
The first challenge was finding a suitable location in Barcelona to construct two three-story structures capable of hosting all the anticipated guests. After evaluating three alternatives, we finally selected Port Olímpic as the ideal site. The second challenge involved adapting the structures to this space and complying with all safety regulations, including installing emergency exits and staircases. Additionally, we had to minimize disturbances to local residents, who might be affected by noise and visual obstructions from such constructions.
Official Hospitality Area of the Louis Vuitton 37th America’s Cup Barcelona.
Currently, the most significant challenge is managing the logistics of the installations due to their large size: we have two tents, three floors, and multiple access points, all requiring coordinated security. We are also organizing 175 waiters and 25 hostesses to ensure exceptional service during the event.
Given the increasing importance of sustainability in large-scale events, what measures are you taking to ensure that the America’s Cup is a sustainable event?
As a startup, the first thing we did in all areas of the 37th Louis Vuitton America’s Cup was to select and contract suppliers committed to sustainability. One of our policies is that the companies we collaborate with must follow sustainable practices. For example, the catering company we work with has a sustainability program that eliminates food waste. Any surplus is donated to an organization to ensure no significant food waste. Additionally, we will install solar panels to reduce energy consumption.
We are also innovating the guest experience through an application that eliminates the need for printed tickets, as everything will be handled with QR codes. Attendees will receive a wristband made of recycled material. Furthermore, we opted to rent many of the necessary resources, which is a sustainable practice as it allows for the reuse of materials.
With the well-being of attendees as a priority, what protocols are you implementing to ensure their safety during the event?
It is mandatory to have an agreement with a local hospital, so we have already established this agreement. Depending on the number of people present, we will have a doctor and a nurse on each floor or cabin. Given our large staff, including waiters, service staff, ushers, and security, we have prepared an emergency protocol system that everyone will practice beforehand. We will conduct drills to prepare for fires or other contingencies, ensuring that each floor has a clearly identified emergency exit. Our entire Hospitality team will be properly trained and aware of how to act to assist attendees in an emergency.
Carlota Artigas, Marketing Coordinator
What are the main marketing strategies you are using to promote the Louis Vuitton 37th America’s Cup?
Initially, there is a very strong positioning strategy. The America’s Cup is the oldest sporting event in the world, so it was important to define values that align with the location where it will be held this year, Barcelona. We defined our values as technology, sustainability, diversity, and inclusivity. From these values, we developed a market penetration strategy in collaboration with our sponsors and hosts. The goal was to make the Louis Vuitton 37th America’s Cup known in Barcelona, Catalonia, and worldwide. Finally, the content strategy is crucial. We need to create content that is attractive, generates conversation, and makes people want to get involved with this project. After all, the America’s Cup is an event by and for everyone.
The digital world plays a crucial role in promoting events nowadays. How are you leveraging digital platforms and social media to reach your target audience?
Leveraging social media and digital platforms for event promotion is key today. Social media allows you to reach a wider network and create a stronger awareness of what is happening. That’s why we have a significant online presence and create our own content. We work on very solid visual content that reflects the values we discussed. We also collaborate with our sponsors, who have their audiences and channels. Together, we create content that truly explains the Louis Vuitton 37th America’s Cup: what activities will take place, the teams, and where to watch the competition in Barcelona. For example, for the first time in nearly 200 years of history, the first women’s regatta will be held, sponsored by Puig. Puig is focusing heavily on social media because that’s where the audience is. This way, they can inform their audience about the competition and inspire future generations to participate more actively in the world of sailing.
Can you tell us about some of the most significant collaborations or sponsorships you have secured for the Louis Vuitton 37th America’s Cup?
Although we have several partners, our Official Partner is Louis Vuitton, a brand that has been deeply involved in the world of sailing since the early days of the America’s Cup.
This collaboration and sponsorship will lead to many exciting events in Barcelona. Both Louis Vuitton and the America’s Cup will gain significant visibility.
In terms of marketing, how will you measure the success of the promotional campaign for the Louis Vuitton 37th America’s Cup?
One of our main objectives is to increase visibility and interest in the world of sailing. Given that this is a lengthy event, spanning almost two months, we aim to attract as many people as possible to the regattas. Therefore, a key indicator of success will be attendance during the competition days and throughout the 70 days of the event. Additionally, the America’s Cup is the third most-watched sporting event on television globally, following the Olympics and the FIFA World Cup. For this reason, audience ratings will be another crucial factor in evaluating our success. As a marketing professional, I believe it is essential to maintain an integrated and consistent communication strategy that effectively resonates with our audience.
