Sarah Halfpenny Events

Case Study: London Transport Auctions

Sourcing an iconic venue for a one-off auction

The Scenario

The client was already advertising their next auction event. It was to be held in 6 weeks, in a venue in South London. The client wanted to change the venue as they felt strongly that a venue in a more accessible location with parking and good transport links would attract a wider audience. I was contracted to find this new venue.


Key objectives

We meet with the client, which gave us the opportunity to truly understand the current situation and to capture the new venue ‘wish list’. This venue brief was then used to benchmark all possible venues. The key objectives that needed to be met were:

  • Source a suitable venue that could host the clients next Auction at short notice
  • Source a suitable venue which met a specific set of requirements
  • Negotiate a contract that was within the clients set budget

Services that we provided

As part of this project, we engaged in the following work streams

Venue Sourcing

Supplier Negotiations

Budget Management

Contract Setup


“Sarah’s undoubted professionalism made the process very smooth. We felt that we had linked with someone that had expertise in abundance”
Peter Duplock, London Transport Auctions

The overall solution

After a couple of days of thorough web research, a lot of emails and many a telephone conversation, we quickly made an assessment of the venues that would satisfy the venue wish list. In consultation with the client, we then created a shortlist of 4 venues, all within the search area.

We scheduled a day to visit all 4 venues, organised to allow time to travel between them. After some discussion and comparison, the location, access and facilities of one particular venue outperformed the others.


The finished article!

The client successfully located its Auction of London transport memorabilia at the chosen venue on the date originally advertised. The venue supported the client to create a new room layout and attendee experience. Two further auctions have now also been held at the venue which has meant that the venue and client now work in partnership to ensure each auction is delivered successfully.

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