HEELS & FEELS FESTIVAL
How The Agency Cleo helped Heels & Feels founder Cherelle Jay launch her biggest event yet, offering strategic advice and event consultancy throughout the project lifecycle
The business
UK’s largest dance company offering heels classes for entry level to advanced dancers across the UK
Already runs a series of events for their community but wanted to diversify into running a larger event focussed on wellness, business and dance in increase brand awareness
Founded by Business Coach and Mentor Cherelle Jay
The objectives
Curate, design and execute their biggest event to date
Facilitate a space for high-energy dance workouts, fitness sessions and uplifting talks to ignite confidence in attendees and build on community engagement
Successfully build the event with very limited set up time
The solution
Offer strategic advice and event consultancy to the in-house events and social media teams
Show called a back-to-back activation agenda across 3 different content stages
Run logistics on the day on the day including venue liaison, graphic installations, AV and content management and artist liaison.
Strategy
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Consultancy
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Operations
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Onsite Delivery
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Freelance Event Support
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Strategy • Consultancy • Operations • Onsite Delivery • Freelance Event Support •
Heels and Feels had been successfully running smaller, in-house events but wanted to take their vision to the next level with a larger, more impactful experience. They turned to The Agency Cleo for support in ideation, strategy, logistics, and marketing for their ambitious new venture: the Heels and Feels Festival at Dalston Roof Park.
From the outset, The Agency Cleo took the reins, handling every operational detail from concept to execution. Our expert team provided comprehensive consultancy across every aspect of the event, including venue selection, supplier coordination, contract negotiations, and creative direction. We also managed the logistics of catering, furniture, signage, graphics, health and safety, staffing, and the overall aesthetic design to ensure a seamless and engaging experience for attendees.
On the day of the event, our team was on-site managing the complex logistics. The Heels and Feels Festival featured three dynamic content stages, offering a wide range of activities for attendees.
Highlights included high-energy dance classes from LA's Beaulexx, rejuvenating Pilates and fitness sessions, and thought-provoking talks from notable figures like Sunday Times bestselling author Toni Tone and Love is Blind’s Demi Santana Brown.
In addition to these immersive experiences, the festival hosted exciting brand activations from high-profile sponsors such as Gymshark and Red Bull. The festival’s lively atmosphere culminated in a vibrant after-party with multiple live performances, ensuring that attendees were energised from start to finish.
The success of the Heels and Feels Festival marked a pivotal moment for the brand, allowing them to expand their reach, engage with a wider audience, and elevate their event offerings to a new level.
“Emma is an absolute force in the events industry, and working with her has been one of the best decisions I’ve made. We’d collaborated before, and when she launched her own venture, The Agency Cleo, I knew I wanted her expertise for my biggest event yet, our recent festival. From the outset, Emma’s approach was professional, detailed, and strategic. She wasn’t just involved; she was integral. Emma managed every aspect of our event, from initial site visits to ensure precise measurements for bespoke designs to coordinating directly with suppliers, production companies, and technicians to bring our vision to life. She seamlessly oversaw the creation of all event materials, managing everything from branding to large-scale installations. Her dedication extended beyond planning; on the day of the event, Emma was hands-on, ensuring every detail was perfect and the event ran smoothly. Emma’s calm under pressure, her knack for problem-solving, and her ability to unite everyone involved were unmatched. She combines deep industry knowledge with a fresh, innovative approach that truly sets her apart.Emma and The Agency Cleo didn’t just meet our expectations—they exceeded them in every possible way. If you want a partner who will elevate your event with creativity, precision, and absolute professionalism, Emma is the one you need.”
Cherelle Jay, Founder, Heels & Feels
