Guinness Beer Garden
The FISA World Masters Championship regatta is the largest masters rowing event in the world. Using the finishing stretch of the race course as the backdrop, we aimed to create an environment for competitors and fans alike to sit back and relax on the lake’s edge. The Guinness Beer Garden provided attendees with shade, snacks, good beer, and the best seat in the house to take in the race action.
The venue also played host to the regatta’s closing festivities, where under the lights music played and rowers (awkwardly) danced into the late summer night.
The beer garden was co-hosted by the Guinness family of brands and its local distributor and served not only as a superb way to showcase the sponsor’s product, but also enabled the local distributor and event itself to generate some revenue. And best of all, it provided a much welcome added bonus to the overall race-goer experience.