Flying the Flag for Newcastle

When Newcastle United won the Carabao Cup, the city erupted in celebration, and Sandman Signature Newcastle Hotel was right at the heart of it.

Just an hour before the team bus rolled out of St. James' Park, a stunning surprise was unveiled that would become a defining image of the day: a massive banner of Eddie Howe unfurled from the top of our hotel, stopping fans in their tracks and prompting cheers all around St James' Park.

It was a challenge we couldn’t say no to. When NUFC called our General Manager asking if a banner of Eddie Howe could be displayed on parade day, we knew it was an opportunity to be part of something special—not just for our hotel, but for the entire community. What we didn’t realise at the time was just how huge that banner would be.

“Most of you will have seen the incredible banner that was lowered down the front of our building as part of the NUFC celebratory parade? Did any of you think about the behind the scenes and logistics that went into making that happen?

“It probably won’t surprise you that it all had to be done really quickly, like everything with that celebration. From the moment the club rang the general manager at the hotel asking if they could hang a banner of Eddie Howe on parade day, we were keen to be involved and the whole team agreed this was an opportunity we could not afford to miss.

“Of course, that was before we learnt how big said banner would be!”
— Mitch Gaglardi, Managing Director UK & Ireland, Sandman Hotel Group

The banner turned out to be a massive 25 x 35 metres, and installing it was no small feat. We brought in longtime partners Custom Coatings and Maintenance, whose team of skilled abseilers took on the challenge, offering their time and expertise for free as passionate NUFC fans. They faced high winds and technical challenges, dealing with a flag that was three times the size of a typical boat sail. Even Mitch himself and his family joined in at the base to help secure it during the reveal.

“We have worked with Paul Farrier, director at Custom Coatings and Maintenance, for a while and we knew we needed specialist help for this. The team there offered to do it for free as they are big NUFC fans. Their abseilers worked out logistics of wind challenges which wasn’t easy bearing in the banner was 3 times the size of a sail on a boat.”
— Mitch Gaglardi

 

It wasn’t just about the logistics, it was about the people. Some guests had booked rooms specifically to view the parade from the comfort of the hotel, but with the banner covering their windows, we quickly came up with a creative solution.

“Mobilisation of the team was a challenge, luckily it was an exciting challenge, not a stressful one, although it was a bit tense just before we rolled the banner down. The great news was that it didn’t cover up the hotel sign so was really impactful product placement and worth all the effort.

“We can be confident that football fans everywhere now know where we are in Newcastle, if they didn’t already.

“On the slightly more tricky side, a number of our rooms had been booked so people who didn’t want to be in the crowd could watch the parade from there. Of course, the banner covered bedroom windows and although a vast majority of guests were delighted to be involved, some felt they would be inconvenienced.

“Always wanting to give the best possible service our team got their heads together and on the day, these guests were surprised with the opportunity to watch it from the safety of our roof. Everyone was happy!”
— Mitch Gaglardi

The response was overwhelming, not just from guests, but from local partners and the city itself.

“This was the first challenge like it that the Sandman team and probably anyone in Newcastle had ever faced. It is great to know that all the team were behind it. Mitch has told me many are season ticket holders and most of them are Geordies.

“This example of positive reaction to a challenge tells me that there is evidence of a great team at the Sandman Signature, that they have very good relationship with suppliers, are part of the community in Newcastle and that they work hard to be part of it. Well done to all.”
— Andrew Marsh, Chair of Vistage North East & Northumberland


Even Eddie Howe himself took note:

“For me personally the big flag on the building was amazing. I was really happy with the likeness. I am not happy with many photos of mine but that was OK, it was blurred enough!”
— Eddie Howe, NUFC Manager


For the hotel, the moment wasn’t just about visibility, it was about community. Shark Bar was packed, guests were thrilled, and our friends across the local business community shared in the uplift.

“We experienced a positive impact on business with the hotel and Shark bar both profiting, as did many businesses across the city. It really was a great thing that Newcastle City Council did—pushing through the parade generated a great benefit to the whole city.

“As a real cherry on top, the Sandman Signature Group Headquarters in Canada were thrilled and have actually used our team’s mobilisation as an example at a conference about how to be part of the community we operate in.”
— Mitch Gaglardi


It was a moment of unity, creativity, and passion. We’re proud to have been part of it, and proud to fly the flag for Newcastle, in more ways than one.

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