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Global Infusion Group blasts into new era at Apollo launch

Chesham, Bucks: September 10th, 2015: Rock’n’roll caterers Eat to the Beat, part of the Global Infusion Group, have worked with the Hammersmith Apollo for over 30 years and the relationship is set to rocket to a new high as the iconic building launches as a corporate venue tonight (Thursday).

Since the Apollo was bought by AEG Live and CTS Eventim in 2012 a multi-million pound refurbishment has transformed the renowned event space. Expanding the corporate side of the business was seen as a major growth opportunity but the 6% gradient of the floor stood in the way of hosting major seated events. Now a state-of-the-art flat floor structure has been installed.

GIG founder and CEO Tony Laurenson (picture right) said he was thrilled to see the Apollo going from strength to strength, adding: “Over the years the venue has gone from rock ‘n’ roll and moved into the more corporate world – as a company, GIG strongly reflects this. We started off at Hammersmith as Eat To The Beat, and now in 2015 our corporate division GIG…fyi is one of the accredited catering suppliers. We’ve done the full circle with the venue and grown with it.”

In fact, Tony’s association goes back even further. In 1980 he worked for a company called Flying Saucers who were the in-house caterers at Hammersmith. They catered out of a tiny kitchen out the back which is now the chair store. When Eat To The Beat was born in 1984 Tony was able to continue his strong relationship with the venue both while on tour with bands passing through or doing one-offs as the preferred ‘local’ caterer.

Looking back, Tony adds: “The venue was known many years ago for all things rock ‘n’ roll and the famous album released in 1981 by Motorhead ‘No Sleep till Hammersmith’ captured the excitement and energy of the era. The album hit number one and the title stuck. Most tours would start and/or finish at Hammersmith as it was such an iconic venue.

“I remember the crew buses meeting and finishing at the venue on many tours including The Temptations, BB King and ZZ Top. The venue was known as a rock ‘n’ roll institution and Eat To The Beat known as rock ‘n’ roll caterers. We were involved with at least 50 tours per year at Hammersmith.”

Heiko Kacimi-Alaoui's, Deputy General Manager of Eventim Apollo, said: “Following the refurbishment in 2013 the Apollo decided to invest in a state-of-the-art flat floor structure making the space suitable for anything from seated gala dinners to exhibitions and much more. With GIG as one of our accredited catering partners we are confident to have a knowledgeable and flexible partner by our side. GIG will be a huge support on our way into corporate events.”

Across the globe GIG provides in-house catering to a variety of venues including the Merriweather Post Pavilion in Columbia, Maryland US, the 9:30 Club in Washington DC, US, the Porsche Training Centre in Shanghai, China, the Music Bank in London and Hedsor House in Buckinghamshire.

The Apollo will host its first major corporate event in October and in the next few months has a run of 16 sold-out shows for Dynamo as well as six days' of sold-out shows by Kevin Bridges – both with crew catering by Eat to the Beat ¬– and music legends Morrissey and Motorhead. Then there’s also Live at the Apollo, the resident comedy TV show that’s been going for more than 10 years.

About Global Infusion Group
Originally launched in 1984 as Eat to the Beat – an artist, production and crew catering business specialising in backstage catering services for music, entertainment, film and TV industries – the company has catered many of the biggest names in the entertainment world. Eat to the Beat provides backstage catering support for international tours, major festivals such as Glastonbury and Reading, concert venues and TV and film locations.

Additional divisions were added to the Eat to the Beat brand as the business evolved and diversified and now includes a bespoke corporate & private party planning, catering and event design division (GIG…fyi) since 1988; global sport and automotive event catering (GIG SPORT) since 2002 and a logistics and brand support division to promote predominantly food and drink products (…e2B…) since 1997. All divisions trade under the umbrella of Global Infusion Group which has its UK headquarters in Chesham, Bucks.

The company has catered functions at iconic locations such as Buckingham Palace and 10 Downing Street to the Great Wall of China and the more remote; the Ice Fields of Inner Mongolia. GIG were also on site providing catering at London 2012 and Sochi 2014 Olympic Games. GIG has established international offices in California, United States, Qatar, Middle East and Shanghai, China catering across Asia and the Far East. It is soon to open a branch in Brazil to service the South American market.

The group employs around 170 full-time staff world-wide supported by up to 3,000 freelance professional specialists to support the hundreds of global events and functions it works at each year.
For more information about GIG visit:

Media Contact: Paul Smith Associates: Tel: +44 (0) 142022532;
Picture Note: Hammersmith Apollo images please credit Tom Cronin.

10th September 2015