Florent Malézieux

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Florent Malézieux

Senior Event Producer, Lateral Events

PRESENTATION TOPIC: L’Étape Australia by le Tour de France.
Winner – 2017 MEA Public Event of the Year and 2017 MEA Regional Event of the Year – Challenges, Critical Reflections, Successes and Tips presented with Simon Baggs

CONFERENCE TRACK: Best Practice Case Studies

Florent Malézieux started his career in the event industry in France in 2006. After working for 5 years as Assistant Operations Manager at the Fête de l’Humanité, a music festival strong of 600,000 visitors over 2.5 days, he specialised in sports events.

Florent joined Amaury Sport Organisation (A.S.O), owner of the Tour de France and the Dakar Rally, as a volunteer manager, looking after the 3,000 volunteers of the Paris Marathon. He quickly evolved into an Event Manager role. In this role, Florent managed events ranging from 1,000 up to 15,000 participants. After developing his technical skills as the Race Director of L’Étape du Tour (the official Tour de France race for amateurs), Florent played his part in the development of the L’Étape by le Tour de France series, helping organisers from England, Wales, Korea and Australia to develop their own events and leverage the Tour de France’s brand.

Florent joined Lateral Events as a full-time staff member in 2017. His role at Lateral is to grow L’Étape Australia as the major and most premium cycling event in Australia as well as developing new sports event concepts for the company.

Session Overview

We wanted to create, own and manage a major annual event. Hear how we went from this simple desire to identifying a gap in the market place, partnering with the Tour de France, SBS and DNSW and establishing the largest Tour de France event to take place outside France. L’Étape Australia is now Australia’s premium amateur mass participation race, with an event workforce of 450 with an international reputation.

Three key takeaways from Simon & Florent’s presentation

  • How to create events from nothing more than a desire to do so.
  • An insight into disrupting the event market for the greater good.
  • How to analyse your strengths and turn them into new business opportunities.

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