Car Park Chronicles: The Invisible Welcome
When Anna and I launched Parade, it wasn’t just another event business. It was a shift away from stage centre and into the space where the real magic begins: the guest journey.
We come from event production. For years, our world was full of grand stages, dazzling visuals, and orchestrating the whole narrative from first cue to final curtain. That role was thrilling, but in stepping away from the spotlight, we found something even more rewarding: delivering guests to the "main event" in the best possible frame of mind - a state of ease, anticipation and excitement, ready to create content, enjoy the experience, and often, purchase.
The Joy of Being in the Car Park
We are usually not in the event itself; rather, we are the ones making sure our clients and their guests can be there completely present. Whether it is an influencer trip for a beauty brand, a high jewellery launch for a global luxury brand or delivering global VICs to a fashion show, our focus remains the same: smooth logistics, subtle surprises and flawless hospitality.
We have become this invisible extension of the brand, alongside our network of equally passionate Event Concierge professionals. Behind the WhatsApp messages of “Your car will arrive shortly”, “Here’s the revised itinerary”, “Your client’s favourite snack is on its way” (or any number of other prompts!) we are building trust and creating freedom for the brand host to continue to nurture the relationship with their client.
The Art and Craft of Guest-First Logistics
Our work spans airport meet and greet, vehicle transfers, hotel check-in, beauty or grooming appointments, bespoke experiences, gifting, restaurant and nightlife reservations and even the soundtrack that sets the tone in the car from the airport. It is all designed so the brand’s host doesn’t have to think, and the guest only needs to feel: seen, cared for and the focus of attention.
A Network That Works as One
We may be a boutique, founder-led agency, but we carry a global footprint. Our relationships span cities and disciplines, with people who relish every unspoken detail. Together, we make sure whatever the context and wherever the location, the experience runs not just smoothly but memorably.
Why That Invisible Support Matters
When the guest experience is effortless, the brand presence becomes powerful. By handling the when’s, what if’s and how’s, we free the host to connect, engage and build emotional resonance with the guest. That is clienteling at its best: anticipating needs and stepping in before they even surface.
We are not on the red carpet, but we make it shine. And that subtle spotlight, the one that gives every guest comfort, belonging and anticipation, is our passion.