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Cardinal and Sambro – Charity Golf Day


Cardinal and Sambro approached Make Events to organise their combined charity golf day and gala dinner to raise money for the Seashell Trust. They had both independently organised their own golf days before, but not used an event agency.

The client’s objective was to make the Golf Day stand out from other corporate golf days and ensure that the guest experience was thought of at every point. They set the target of raising £30k for the charity.

As it was the first time they had used an events agency, Make Events’ challenge was to demonstrate how much value we could add to the event with creativity that would wow every guest.


The Mere Golf Resort & Spa was chosen because it has accommodation, golf course, spa and hotel on site. Make Events managed delegate registration and ensured that all the pre-event communication guided the guests on exactly what to expect, but also teased them to ensure they were anticipating an exciting day.

The client had said that when they organised the event themselves the sound, lighting and vision had always proved a problem. Make Events designed all the AV production and provided full technical support during the event. We wrote a content guide, script and show called on the night. Make Events researched the demographic (which was very male orientated) and put forward Denise Van Outen to play golf and also host the day and evening. We then auctioned off to play golf with Denise to raise more money for the charity.

David Edwards, the trick shot maestro, got the atmosphere going before tee off with a show for all the attendees. Audience participation was key here and it got everybody on their feet and laughing, an exciting start for the day ahead. Magic touches peppered the day. On arrival, delegates’ golf bags and suitcases were labelled and taken to their rooms. In addition to a hearty breakfast, golfers were given bags of pick ’n’ mix and retro crisps to take on the course. There were two on-course bars with food and drink; and a gin tasting station by Three Rivers Gin.

Post golf, guests were greeted with a complimentary bar and mini BBQ canapés whilst they watched comical videos filmed of them out playing. The scores were tallied up and presented by Denise Van Outen. The gala dinner was the platform to raise money for the charity and Denise ensured guests dug deep. A raffle and live auction was conducted on the evening, all to raise money for The Seashell Trust. Games such as ‘Shot and Put’ (our version of Heads and Tails) engaged the crowd as well as a Photo Booth.

Later in the night a Jägerbomb raffle raised even more money. Make Events managed all the fund raising activities pre, during and post event. Following the fundraising, Denise sang a Dolly Parton song and was followed by The RPJ Band. Lead singer, Rick Parfitt Jnr has been brought up in the music industry and they perform like you’re at a concert, not like a cover band.


From the moment the guests received their invite to the moment they left the building, their experience was filled with magic touches. The event raised almost £52,000 (nearly double the target) which will build a classroom for the Seashell Trust.

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