HEAD OF THE CHARLES REGATTA

THE BACKGROUND

The Head Of the Charles Regatta was founded in 1965 with the goal of giving the athletes attending college in Boston a chance to compete during their fall training. The event has grown to attract over 11,000 competitors and around 400,000 spectators annually, making the two day race currently the largest of its kind worldwide. Since 2009, they have trusted AMI Graphics with the duty of transforming the three mile stretch of the Charles River.

THE WORK

The logistical details posed several unique opportunities for the Head of the Charles Regatta to use event signage. Being entirely outdoors, there are many tents that look bland, but serve an integral function over the weekend. These include the registration tent at Attager Row, The Eliot Bridge Enclosure, and the Cambridge Boat Club. Each one of these gives spectators an opportunity to watch the race, and with photo backdrops and vinyl banners each tent was transformed into an area which was given its own identity, as well as showcasing the main sponsors and informing people about the history of the event.

Along the river, many different signage options were used to help guide and inform the spectators and participants, pop up a-frames and freestanding wayfinding signage were used to help people understand the lay of the land and where different areas and docks were located. Mesh barricade covers were used to transform blocked off areas into promotion for the event, and branding for other upcoming events, and sponsors. Operational event signage gave the over 1,400 volunteers help finding their way while continuing the event’s presence and branding throughout the area.

Pole Banners were used on the surrounding roads to help promote the event in the weeks leading up to the race, as well as add to the atmosphere of the weekend. Finally, the large mesh banners on the Elliot Bridge were able to provide a backdrop for spectators cheering on their favorites on the final stretch of the race.

THE RESULTS

The team at AMI Graphics worked with the Head of the Charles Regatta, as they began their early planning, giving them plenty of time to make sure that each detail came through in the branding of the event. All new options were discussed, as well as additions to the yearly signage used to ensure nothing is overlooked. One major change was using more freestanding towers, which were a big hit in previous years. Installation for the event began the Friday before the event, and everything was delivered and installed without a hitch.
The event was, while a bit rainy, a major success drawing in spectators from all over the world, as well as many noteworthy vendors in the rowing world. People could be seen up and down the Charles River, cheering on their friends and favorites, turning Boston from the hub sports into a rowing mecca over the weekend in late October.

CLIENT REACTION

“Since 2009, AMI Graphics, the Official Signage Supplier of the Head Of The Charles Regatta, has transformed how we approach event operations and sponsorship; we now utilize over 1,000 unique signs annually at the event. With incredible service and turnaround time, no job is too big or too small for AMI to handle. When we realized we had forgotten to order a sign, it was in our hands that very afternoon.”

MASON COX
Assistant Director, Head Of The Charles Regatta