One strategic platform developed across three events, two international markets and distinctly different audience experiences

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Procore Technologies partnered with We Are MEaT to develop and deliver a connected series of events around the Future of Construction.

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Beginning with an inaugural EMEA Construction Summit in London, the programme evolved into an intimate executive experience at Silverstone before expanding internationally through a four-day workshop and VIP Formula One programme in Abu Dhabi.

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Each event had a different scale, format and audience requirement. What connected them was a consistent commercial purpose: giving Procore a credible platform from which to lead industry conversations, engage senior decision-makers and strengthen important client relationships.

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Rather than repeating the same event format, the series showed how one strategic theme could be adapted to serve different markets, audiences and stages of engagement.

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Series snapshot

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• Client: Procore Technologies
• Programme: Future of Construction event series
• Events: Three
• Locations: London, Silverstone and Abu Dhabi
• Formats: Industry summit, executive workshop and experience, international client programme
• Audiences: Senior construction leaders, clients, prospects, partners and Procore stakeholders
• Regions represented: UK, Europe, MENA and the United States

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The business opportunity

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Procore wanted to strengthen its position as a leader in construction technology while creating more valuable opportunities to engage the people influencing transformation across the industry.

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A single corporate event would not have achieved every objective.

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The company needed a larger platform through which it could convene the market and demonstrate thought leadership. It also needed more intimate environments in which senior clients could spend meaningful time with the Procore team, discuss business priorities and build stronger relationships.

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The Future of Construction series was developed across three connected but deliberately different experiences.

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Part one: Establishing the platform in London

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Procore EMEA Construction Summit

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The first stage was Procore’s inaugural EMEA Construction Summit at Tottenham Hotspur Stadium.

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The objective was to establish a credible industry event that brought senior construction leaders together around the issues shaping the sector, while positioning Procore at the centre of those conversations.

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As the first regional summit, the event had no established audience or previous reputation to build upon. It needed to earn the attention of senior decision-makers and provide genuine value rather than feel like a conventional branded sales conference.

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We helped create an industry-led programme supported by the scale, production and guest experience required for the summit to feel significant from its first edition.

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The event attracted a highly senior audience, with 40% of attendees at director level or above. It achieved a 61% show rate and 96% attendee satisfaction.

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What We Are MEaT delivered in London

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• Event strategy and programme planning
• Venue sourcing and contracting
• Audience and guest journey development
• Production and technical coordination
• Supplier management
• Registration and attendee logistics
• Hospitality and catering
• Speaker and content support
• On-site event management

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The summit established the Future of Construction as a credible platform and created the foundation for a more targeted programme of senior client engagement.

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Part two: Deepening relationships at Silverstone

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Procore Executive Track Experience

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The second event shifted from a large industry audience to a highly focused group of 25 VIP construction guests and senior Procore delegates.

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Hosted at Silverstone Circuit and Horwood House, the experience was designed to be substantially more valuable than standard race-day hospitality.

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Private track access, high-performance driving and an appearance from Ben Collins created excitement and exclusivity. A presentation workshop in Silverstone’s President’s Suite gave Procore protected time to share business updates and discuss priorities with its guests.

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The programme then moved to Horwood House for a private fireside conversation with Formula One strategy expert Bernadette Collins, followed by dinner and further networking.

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The format deliberately balanced energy with business purpose. The track experience created a strong shared memory, but the content, private hospitality and time together gave the programme its commercial relevance.

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What We Are MEaT delivered at Silverstone

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• Three-month planning and delivery programme
• Silverstone and Horwood House sourcing and contracting
• Private circuit arrangements
• Guest registration and transfers
• High-performance driving programme
• Ben Collins guest appearance
• Procore workshop environment
• Bernadette Collins fireside conversation
• Branded race helmets and guest gifting
• Private evening venue hire
• Dining and hospitality
• Full on-site management

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Silverstone showed how the Future of Construction theme could move from a large conference platform into a more personal executive experience designed around priority relationships.

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Part three: Taking the series international

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Abu Dhabi Future of Construction Workshop and VIP F1 Experience

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The final chapter took the programme to Abu Dhabi for a four-day international client event involving 65 guests and stakeholders from MENA, the UK, Europe and the United States.

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The event combined morning workshops, senior client engagement, fully branded hospitality environments and VIP access to the Abu Dhabi Formula One Grand Prix.

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The challenge was to ensure that the Formula One setting enhanced rather than overshadowed the business purpose.

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A branded hospitality suite at W Abu Dhabi provided a focused environment for conference sessions and fireside discussions. Outside those sessions, guests attended a private welcome reception at Café del Mar, a dinner at Asia Asia and Paddock Club hospitality at Yas Marina Circuit.

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Flights, accommodation, transfers, regional arrivals, restricted access, multiple venues, brand activations and guest communications all needed to operate as one joined-up experience.

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Although initial discussions began earlier, changes to the brief meant that most planning and implementation took place across an intensive eight-week period.

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What We Are MEaT delivered in Abu Dhabi

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• Four-day programme and guest journey development
• Venue and supplier sourcing
• Commercial negotiation and contracting
• International flight coordination
• Three-night accommodation at Hilton Yas Island
• Airport, hotel and venue transportation
• Regional guest arrival management
• Branded hospitality suite at W Abu Dhabi
• Workshop and fireside discussion environments
• VIP Paddock Club access
• Welcome reception at Café del Mar
• Private dinner at Asia Asia
• Environmental branding and digital display
• Branded transportation, gifting and guest communications
• Brand ambassadors
• Photography and videography
• Local destination partner coordination
• Full in-destination event management

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Abu Dhabi extended the platform into a new regional market while bringing together content, brand visibility, international logistics and premium client hospitality.

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The value of the series

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The strength of the Future of Construction programme was not simply that three successful events were delivered.

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Each stage served a different strategic role.

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London gave Procore a platform to convene the wider industry and build thought-leadership authority.

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Silverstone created a more intimate environment for deeper engagement with priority clients.

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Abu Dhabi took the programme into an international market and combined regional business content with a premium multi-day guest experience.

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Together, the three events demonstrate how a central event proposition can be developed over time rather than treated as a single activation.

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They also show the value of a continuing agency relationship. With each event, We Are MEaT could build on its understanding of the client, audience and programme while adapting the experience to a new objective and environment.

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What this programme demonstrates

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The Procore series shows We Are MEaT’s ability to:

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• Develop a strategic event platform across multiple formats
• Deliver both major conferences and intimate executive events
• Adapt one proposition for different audiences and markets
• Integrate business content with high-value hospitality
• Manage international travel and complex live logistics
• Protect brand consistency across multiple environments
• Build long-term value through a continuing client relationship
• Planning a customer or industry event programme?

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We help companies develop individual events into connected platforms that build market authority, deepen important relationships and create greater return from event investment.

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