Goose is responsible overall for every aspect of this event including: Defining the event strategy, creative and entertainment content, and celebration themes and race content; the budget and profitability; growing ticket sales; marketing; traffic management; security; health and safety; and all commercial aspects of the event including sponsorship acquisition and activation.
Each year the event is proud to mark major milestones in the world of motoring and motorsport, and has amassed an impressive collection of Guinness World Records over time; having major celebrations playing such a prominent role at the Classic each year is one of the ways in which we are able to keep the content fresh.
We have celebrated with Sir Jackie Stewart the 50th Anniversary of his first win at Silverstone and his first World Championship in 1969; an incredible 100 years of Bentley; the diamond jubilee of the iconic Mini; and the golden anniversary of the Ford Capri. With the McLaren Owners Group we facilitated a record-breaking display celebrating Bruce McLaren’s 80th birthday (a Guinness World Record), and we put on record-breaking track parades celebrating 50 years of the Jaguar E-Type and 60 years of the Porsche 911 (both Guinness World Records too).
Annually in July, the entire Goose team relocates to the home of British motorsport and this event provides the best possible display of teamwork.
Since 2012, Goose has organised the world famous London to Brighton Veteran Car Run on behalf of the Royal Automobile Club. It is the world’s longest-running motoring event having first taken place in 1896.
Each year, the Run is proud to celebrate its rich heritage, but it is constantly evolving too; adapting to the changing world whilst protecting tradition – it’s a delicate balancing act that we are tasked with overseeing.
We work with Highways England, the Police, and several Local Authorities in selecting the route from London to Brighton to deal with complex traffic management systems, roadworks and other challenges that emerge to interfere with the smooth passage of cars down to the south coast; working with TfL to ensure that the traffic lights are favourable to the veterans, the many local authorities along the route to determine any planned works that may interfere with the Run, securing special dispensation from English Heritage and Royal Parks for the Run to travel through Wellington Arch, along The Mall, and making use of certain bus lanes. It’s a complex event to manage, with multiple stakeholders – spread the length of the 60-mile route – with whom to liaise and co-ordinate.
In full consultation with the Royal Automobile Club and the Run’s Steering Group, we are responsible for the financial outcome, the participant entry process and all aspects of participant communications, marketing, traffic management and marshalling, as well as securing commercial partners which is critical for the financial viability of the Run. While the Run is staged as a non-profit making event, prior to our involvement the financial viability and future running of this iconic, historic event was in question; a situation which Goose is proud to have turned around.
The full Goose team comes into force over the weekend of the Regent Street Motor Show and Veteran Car Run.
In 2005, Regent Street invited the veteran cars taking part in the London to Brighton Veteran Car Run to establish a Concours d’Elegance on the Street on the day before the Run, closing it off to all traffic in support of the occasion. The Regent Street Motor Show was born.
The Show became an annual occurrence, but over time and under the guiding hand of Goose, has evolved to become the UK’s largest free-to-view motor show, welcoming over 350,000 people each year to not only celebrate the past, but also enjoy the future of motoring, as the veteran cars are joined by cars from the vintage, classic, modern-day and future eras; the best possible display of automotive heritage and culture.
We have been overseeing every aspect of the management of the Show since 2012 and it represents another highly challenging logistical operation that shows-off the immense skills of the team. The Show is “open” from 10:30 until 16:00 but we start the build from 07:00, turning the Street into a pedestrian only area, and have to complete the breakdown by 18:00 before normal traffic flow resumes on the Street – that’s just three and a half hours before the Show starts and two after the Show finishes; precise planning is needed to ensure that the logistics run like clockwork so that central London doesn’t come to a standstill!
In consultation with The Crown Estate, the New West End Company and the Royal Automobile Club as well as Westminster City Council, London Buses, the Metropolitan Police and Transport for London, we are responsible for organising, managing and promoting this event while ensuring the commercial viability of the Show (which neither benefits from ticket income nor entry fee from the displaying vehicles).
Goose has been working in partnership with the Harley-Davidson International Consumer Experience Team since 2014, designing and delivering the European H.O.G. Rally – a flagship event on the international H-D calendar.
The team are responsible for searching Europe for exciting and stunning yet practical destinations at which to host the social event of the year which attracts over 25,000 H.O.G. members and riders, and over 15,000 bikes. Now in its 28th year, the search for a location which brings a new experience with different roads for the riders but which still ticks all the operational boxes, becomes increasingly difficult… but Goose has extensive experience of bringing fresh new creativity to projects like this.
In consultation with Harley-Davidson EMEA, once a location has been agreed Goose is responsible for every aspect of the event delivery, working closely with H-D approved suppliers, local authorities, and the emergency services. In 2016, in recognition of the collaborative approach adopted by Goose, the European H.O.G. Rally was awarded both the C&IT Award for Automotive Event of the Year and the EVCOM Award for Collaborative Event of the Year.
Following success at the H.O.G. Rally in 2018, the Goose team were engaged to oversee the build of an oval flat-track and the management of the race programme at Harley-Davidson’s European Bike Week in Austria, where responsibilities ranged from the end-to-end management of logistics to liaison with the mechanics and race teams. A further demonstration of the versatility of the Goose team to adapt their skills to a varied set of event management requirements and an example of the client trust invested in Goose.
Formula Student was established in the UK in 1998 by the Institution of Mechanical Engineering as a student engineering design competition based on a concept that had been running in the US for a number of years. Formula Student was the first competition of its type in Europe.
It is estimated that over 30,000 mechanical and electrical engineers have graduated with real-world experience gained from competing in Formula Student and every F1 team will employ its graduates, many in senior positions. In recent years around 120 universities representing over 30 countries worldwide have participated in the annual competition; innovation has been key to remaining relevant to both education and the automotive industry and Formula Student has adapted over the years to accommodate EVs, Hybrids, hydrogen fuel cells and even autonomous vehicles. Fuel efficiency and sustainability elements also factor within the competition scoring criteria.
Goose has been responsible for the management of Formula Student since 2009, and each year, we are responsible for all the logistics, supplier appointment, health and safety compliance, and a key involvement on the event planning committee. For the past three years, Goose has been instrumental in securing the presence of Formula Student at the British Grand Prix for a static and on track display.