Lynda Fletcher started Hyperactive Events nine years ago. She now runs the corporate hospitality for clients such as Vodafone and Disney. This month her company caters for the Monaco Grand Prix and the Champions League final in one week. Emily Manson speaks to her
How did you get started?
In 1996 I did the 101 Dalmations launch, and ever since then it's gone from strength to strength. Disney are still one of my biggest clients, but now I do the Vodafone stuff too. Arranging its 12,000-strong ball - the largest private party in Europe - was a coup.
Where do you get new concepts from?
We work with clients to come up with the concepts. With the Champions League final in Athens we wanted a Greek-island feel initially, but it evolved until we came up with the right concept. It's based on Vodafone's ad campaign, which features little winged messengers.
How will you entertain the guests?
We open the Champagne village and hospitality late afternoon for the pre-match party, which we try to tailor as much as we can, although we have to use UEFA resources, which can be a challenge. We've got footage on plasma screens, football legends to chat with, music, a specially developed cocktail, and supper before the guests sit down for the opening ceremony and game. Afterwards we turn the venue round into a nightclub till 3am - which, I'm told, is early by Athens standards.
How do you get consistency with your staffing?
We have a core team of 17 and strategy partnerships across Europe, which provide us with a great team and access to reliable local resources. One colleague has been looking after all the Grand Prix events since we got the contract three years ago, so I'm extremely confident in her capabilities.
How do you plan for film premieres?
It's changed the way I look at films. I look for totally different things now and find it hard to just enjoy a film, as I'm always trying to pull out features for a post party bash in my head. We've just done Wild Hogs, for instance, which was perfect for a bucking bronco and a great opportunity to bring fun into the party.
What's your next challenge?
To watch the team I've put in place take the business further. I've spent the last eight years building the business, now it needs to be taken to the next level as a team. My priorities are changing, too, with my family, etc, so it's great for me to watch it happen.
Is it harder doing this as a woman?
There's always an element of luck - of being in the right place at the right time. But I think you do also have to work harder as a woman. It's easier to make a mistake and have it thrown back at you because you're a woman. That's just human nature.
Who's your tip to win the Monaco Grand Prix then?
Lewis Hamilton, of course - he's just great.