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The man behind the theme
Durban – Known within the inner circle as Mr Vodacom Durban July, Gold
Circle’s Event Marketing manager Ken Tweddell has found himself as the man
behind the scenes that makes things happen at Africa’s Greatest
Horseracing Event.
Few know that Tweddell himself creates the fashion and décor theme for the
event each year, which has become one of main focuses in current racedays.
The theme aspect of the Vodacom Durban July started many years ago as an
element given to designers at a fashion show which took place at a
cocktail party two nights before actual raceday.
Nowadays the theme is included in as many elements that make up raceday as
possible, from fashion, marquee and hospitality décor to the events
advertising campaign.
When asked how he creates such themes, the poet in him no doubt began with
a line from this year’s theme “It’s a Blooming Great day!”
“Plant a few seeds, let them grow and when one of the seedlings starts to
look promising I nurture it until it becomes strong, add to it, take away
from it, embellish it until it becomes THE theme,” said Tweddell who has
been involved in this prestigious event for the past 17 years.
“Each year I try to pull something in that is relevant to horseracing or
to the Vodacom Durban July, which is a massive, internationally recognised
event. Flowers play a huge part in marquee and hospitality décor, so this
year I combined the two and ended up with a blooming great day,” he
laughed.
Tweddell, who has been responsible for developing the theme for the past
ten years, explains that colour has a large impact on his final decision.
“Winter fashion is normally very dull so I try to come up with a theme
that cries out for colour,” said Tweddell.
“Have you ever seen how colourful a group of jockeys look? Well that’s
what I look for on July day,” he added.
“Colour, sometimes something I read that spurs the idea, something that
somebody says – the difficult part is recognising it when it shows itself
to me,” added Tweddell.
The man behind the theme used to use a specific tree situated on Argyle
Road (now Sandile Thusi) that blooms each year in about April, May as a
reminder to finalise the theme.
“Nowadays I would get lynched if I left it that late. I guess about
November it would be starting to materialise,” he said. “I am hounded for
the theme from about October of any year so clearly it is desired.”
Once the dust has settled come raceday, fashionistas, socialities and
punters alike can thank Tweddell for their blooming great day expected on
Saturday, 31 July.
The Vodacom Durban July takes place at Greyville Racecourse on Saturday,
31
July 2010. More information can be found at
www.vodacomdurbanjuly.co.za
ENDS |
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