Boxpark
I’ve had the pleasure of working with Roger Wade, founder of BOXPARK, for the last six months and just wanted to share this amazing and progressive brand, business and CEO story.
The brief was to investigate the marketing team whom had been working from home for the last year, audit the agencies, review the marketing plans, look at the brand & business as well as think about how Roger could successfully extricate himself from the business following investment from VCs.
Luckily, I love a challenge, was professionally intrigued by the personality rich Roger (if you’ve met him, or read about him, you’ll understand why) and am adept at presenting to shareholders. Also, Roger lives in Brighton & Hove actually, where I currently reside too and as there’s only a handful of million-dollar companies in this vicinity, this was an interesting and exciting proposition.
To the uninitiated, BOXPARK is a food and retail park made out of refitted shipping containers, established 2011 and now with three mega property sites spread across London. Attracting 18-34 year olds primarily - in their droves - it’s a cultural revolution in entertainment, events, sportswear, street food, drinks and community. Nicer than a nightclub, much more than a food hall and totally inclusive in rich culture, the future is rosy for BOXPARK with investment to launch ten new sites across the UK over the next 3-5 years.
Interestingly they also host about 1,000 events a year (one a day per site), varying from DJ sessions, to boxing matches, football screenings, fan parks, live music, fashion shows, lip-sync competitions and boojie drag brunches. Community and charity also play a big part in this marvellous mix of lifestyle activities and entertainment.
I know of BOXPARK only because when I travel by train to London, East Croydon has been transformed track-side by the big bold BOXPARK neon sign, looming like New York has come to the suburbs, flashing out on a dark night and looking like it means something. I remember when BOXPARK first launched in Shoreditch London, ten years ago, presenting Nike, adidas and other leading iconic designers in pimped out shipping containers. It was absolutely revolutionary, edgy, cool, iconic, daring, young, artistic and started the gentrification of the previously less popular Spitalfields area into a home for the young that we all take for granted today.
The other site is in Wembley, the ultimate fan park destination spread over 20,000 sq feet. Not only does it host an incredibly diverse selection of street food traders but it also boasts experiential play, axe throwing, virtual reality, shuffleboard, table tennis, pool, sports etc.
Back to the brief. My methodology was to spend time with the heads of the business – from IT to Community, PR, Events, Operations and Finance. I set up 121 meets with all top tier personnel, conducted creds meetings with all the agencies (Brand, PR, Digital) and attended their annual marketing ‘away day’ at The Hoxton. I mention the location because even a venue is of importance in the choices a brand makes, and the Hoxton Hotel group – part of the Soho House emporium – is a good brand association partner for BOXPARK.
You only get the chance to be brand new with a business once, to meet the top tier team and shake hands, work out who’s who, witness the personalities jostling for position, learn who the leaders are instinctively and simply enjoy the situation of being a professional voyeur. At the BOXPARK away day, which actually lasted 2 days, I discovered the power of their brand and all its important elements including the black card loyalty and 2m+ customer database, watched videos of amazing events which reminded us all that content is king, plus – most importantly - the people who make it all happen.
The majority of the top team at BOXPARK have been with Roger for ten years, growing skillsets organically in-house; from carrying out the marketing, to selecting the most exciting tenants, to turning tech into a communications commodity and growing as a team. And what a pool of perfect players Roger has chosen. Culturally akin, all friendly, inclusive, engaging and dynamic. All sharing the same socialist values, wanting the best, being open and transparent at the board table. Roger’s energy was electric, exciting and exhausting simultaneously, and it didn’t feel like work at all, just a great place to be.
It is always fascinating working with a founder, as they can (and should be) the core catalyst for all things brand including the story, ideas, opinion, change, processes and people.
Roger can be described in the same vein of another founder I worked with, Simon Woodroffe of YO! Sushi, in that he is also a maverick entrepreneur who created real brand magic.
Roger is a prolific professional, buzzes even on a decaf, is funny, charismatic, enigmatic, energetic, a brand leader who cares for his people. He has excellent marketing skills, can see what needs to be done instantaneously and also has 37k+ followers on LinkedIn. I also learnt he is a proud family man, a father of two grown up children, someone who openly adores his wife and shares photos of his home life. Why do I mention this? Because Roger is a fantastic rarity with regards to being a real, genuine, loyal, friendly, no bull superstar nice person in the flesh. However, he can also be occasionally bullish, disruptive and direct to the point of tactless and maybe commonly misunderstood by the traditional sect.
The opportunities for BOXPARK to grow as a brand are limitless. They are launching a brand-new venture BOXHALL in Liverpool Street and looking at Bristol, Nottingham and Liverpool. BOXPARK is also a TECH development and LOYALTY company, integrating bespoke software which communicates with 2m plus customers. They are also a MEDIA CORP, TikTok is their latest social opportunity and channeling all the amazing content they have shot over the last ten years.
I also successfully hired a new PR agency, Digital Marketing Manager and a Head of Marketing for BOXPARK, to ensure Roger can leave the company on a day to day basis. To cut a long report short, Roger is a fantastic founder and I’m sure we all wish him well in his new ventures and as Non-Exec on the BOXPARK board, adding value strategically. BOXPARK’s brand growth potential is prolific and I very much look forward to watching their expansion throughout the UK and beyond.
Georgia says "I experienced leaving as founder of a company when I sold my own agency and 100 staff plus clients Microsoft, Tesco and Vodafone to Havas Advertising. The CEO transitionary phase is all about ensuring continuum in the workforce, consistency in key personnel and suppliers and ultimately mitigating risks & accelerating value creation.”
Roger says "I was really concerned about the transition period whilst stepping down as BOXPARK CEO and bringing on board a new CMO. Not only did Georgia help us with a smooth transition but she also helped recruit our new CMO. Thanks for all your help!”
To contact Roger Wade please go to linkedin.com/in/rogerwade1
GHBRAND have advised the following brands on their digital and social media strategy: Boxpark, Chelsea Football Club, DMA, Expedia, Microsoft, Tesco, Virgin Atlantic, Vodafone etc.
Georgia also was founder and MD of top 5 digital agency Zinc, part of Havas Media, for seven years.
For further information please contact georgia@ghbrand.co.uk