The Brief
Create a repeatable action sports format capable of touring across multiple Butlins resorts as part of an extended summer entertainment programme, combining live shows, rider interaction and audience participation within a family-focused environment.
The Challenge
Develop a touring production system that could adapt across three different venues while maintaining consistent show quality, operational efficiency and audience experience throughout the duration of the tour. The project needed to support multiple disciplines, varying audience demographics and continuous daily programming, all within the logistical demands of a long-running summer activation.
Our Role
ASL developed and delivered a modular production system designed specifically for scalable touring environments. This included integrated staging, show zones, technical infrastructure and arena layouts capable of supporting BMX, Skate, Trials and MTB disciplines within one cohesive format. Alongside live performance delivery, we integrated academy experiences, rider interaction and esports elements to broaden engagement beyond the main show moments.
Delivery
The final format combined high-energy live performances with structured participation experiences across each venue, creating a continuous programme that balanced spectacle with accessibility. Purpose-built arena layouts allowed multiple disciplines to operate within a unified environment while retaining flexibility for different site requirements. The result was a consistent touring production that successfully blended entertainment, athlete engagement and hands-on audience participation throughout the summer series.
