CONCEPTION
Top Set Media has been putting on one-of-a-kind powerlifting events for over three years. In late 2023, the opportunity arose to create a local event catered to the lifters just short of making the US national team, scored by percentage of national record total. We decided immediately that it should take place in the Carolinas. We were committed to showcasing everything the Carolinas had to offer and providing a quality experience across all aspects of the event.
THE VENUE
Once the event concept had been approved by SBD, Top Set Media was officially on board to direct SBD Raleigh.
Considering SBD’s goals for the event, SBD secured Top Set Media to plan, execute, and direct the meet in order to focus their resources on building the roster and launching their new line of products. Our first priority was choosing a venue that looked prestigious while staying within the event budget. Three cities were considered for hosting the event: Raleigh, Durham, and Chapel Hill.
When searching for a venue, we look at price, functionality, and aesthetic. We had a specific budget to stay within, which ruled out several locations. The venue needed to be close to or connected to a hotel for athlete lodging, 20-30 minutes from an airport for easy transport, and proximate to walkable restaurants and activities for athletes and fans. And finally, the venue needed to look professional. Although this was a local event, hosting it in a gym was not an option. It needed a venue to match the overall standard of the event.
All three cities had at least one location that checked all of the boxes. After over 10 venue proposals, we finally decided on Durham as our host city, landing on the Durham Convention Center in downtown Durham, North Carolina.
BUILDING THE TEAM
Once the venue was secured, we began assembling the team to ensure SBD Raleigh was a success. We gathered the best people at our disposal to coordinate all aspects of the event: Operations, Technical, and Media.
Every event we direct requires these three elements, but with an event the size of SBD Raleigh, we decided that each department would have a lead.
Meg Powell led Operations, overseeing the staff recruitment and assignments, organizing and scheduling for the event, and served as the primary contact for all event related questions. Pete Spence led our Technical team, creating and producing the livestream for the event and managing scoring. Marshall Powell headed Media, responsible for creating the media plan, assigning roles to all media personnel, and organizing all media outputs.
These three departments worked collaboratively leading up to and throughout the event. The success of SBD Raleigh hinged on each team being able to make adjustments and trust each other to manage their departments.
SET DESIGN
For SBD Raleigh, we wanted a set design that would elevate the entire experience and make a lasting impression. Inspired by the dramatic backdrops seen at high-level Weightlifting competitions, we built a 32-foot custom platform backdrop that made the competition feel like a true spectacle.
We designed the concept art first, utilizing shapes and colors that matched the event branding. After nailing down the concept, we worked with local builders to create the backdrop by hand. Once each piece was placed together, the backdrop matched our vision and created an unforgettable look to the event.
CULTIVATING THE ATHLETE EXPERIENCE
In advance of SBD Raleigh, we worked with the venue, its connecting hotel, and restaurants in downtown Durham to begin cultivating the athlete experience.
SBD communicated with athletes directly on some matters, including travel and lodging. Our goal was to remove the stress of travel for the athletes by ensuring they not only had rooms booked, but recommended restaurants and activities nearby, and as much information about the city that could be relayed to them ahead of time. The diligence in planning allowed SBD to minimize workload ahead of the event and gave athletes the opportunity to experience all that Durham had to offer before and after the event.
In addition to this, our media and technical team arranged an athlete media day. Athletes would sit for interviews and a photo shoot before the event. These interviews would be used for future SBD promotions or throughout the breaks at SBD Raleigh.
During our initial site visit, we scoped out several restaurants in downtown Durham for an Athlete Dinner to follow the event, providing athletes an opportunity to relax after the event.
LOCKING IN
Although the primary roster had been confirmed in April following Powerlifting America Classic Open Nationals, we patiently awaited to see which athletes would receive their wildcard invitations to finalize the SBD Raleigh roster. We knew that the anticipation for the event would build as the roster filled.
By early June, the roster had been completed and the stage was set for the most stacked roster of any powerlifting event on US soil.
Though SBD Raleigh came and went in a blink of an eye, with strategic planning and thoughtful preparation, each member of the team fired on all cylinders. They were able to execute their roles with confidence, pulling off the powerlifting event of the year.
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