In 2020, the country was hit by the COVID-19 pandemic which resulted in the cancellation of almost every event, including all of our annual bonfire night firework displays.
In response to this difficult period for our business, as well as for the nation as a whole, we decided to arrange our own events to ensure that at not every firework fan was disappointed.
The majority of displays were cancelled due to health and safety concerns and the requirement for people to be socially distanced, which is very hard to maintain in a dark field with thousands of people. As all the standard event formats failing to meet the SAG (Safety Action Group) criteria, we knew we needed to come up with a different approach if we were going to gain council approval.
We took inspiration from the Drive In cinema’s which were popping up all over the country and decided to copy this successful and popular format to create a Drive In Firework Display. The concept was given the pre-approval by the council’s, but we had to take extra steps to get final approval from Public Health England.
Usually, we simply provide the fireworks for the display, but on these occasions we were taking full responsibility for every element, from setting up a new website, marketing, selling tickets, security and parking cars – every element.
We organised three events in Northampton, Peterborough and Newark, selling all 3,000 tickets. Unfortunately, the second national lockdown came into action on the exact dates of the events. We managed to advance one display, reschedule one and cancel the other altogether. The rescheduled show took place in December.
The shows were fantastic and we received some great feedback! Some of the customer testimonials can be seen on the images taken in Peterborough.
It was a lot of hard work and parking 1,000 cars in just over an hour was very challenging, but we had a lot of happy families so we’re really glad we made the effort and we hope to be running some similar events in 2021.