As motorsport fans gather for this year’s Formula 1 British Grand Prix at Silverstone, premium hospitality brand The Pop Up Hotel (TPUH) is in pole position in its mission to deliver an unforgettable experience for guests. Combining temporary accommodation with a star-studded package that excels in convivial luxury, customers are set to revel in chats with champion drivers, fine dining courtesy of a Michelin star chef and a first-of-its-kind trackside swimming pool.
Now accelerating growth with expansion in the sports events sector TPUH made its debut in 2011 with a site next to the Glastonbury Festival. Since then founders, property development expert Mark Sorrill and wife Vicky, have maintained that relationship and taken their operation to events and special occasions across the world.
As highly choreographed as a pitstop, TPUH’s process covers all bases, from hire and construction to run and remove, creating “not conventional luxury but shared, immersive experiences,” declares Mark. “Our goal is to provide the true essence of iconic events, allowing guests to live and breathe the atmosphere over several days within a dedicated community of fellow enthusiasts. We curate a complete environment, combining tailored programming, unique site infrastructure, and an end-to-end premium vibe.”
Its expanding footprint includes one pop up accommodating 8,000 guests while its second Silverstone this year is tripling in size with 360 units. Having just featured at Monaco’s Grand Prix TPUH is heading for Monza in September and a major move next year into golf with the Ryder Cup in Ireland.
“Consumers increasingly prioritise human connection, shared real world spaces and memorable experiences over material goods,” says Mark.“Event accommodation used to be polarised between basic uncomfortable camping and standard off-site hotels. We’ve bridged that gap creating a village in the heart of the action. We saw the sports market was underserved creating a new opportunity. Now the demographic is changing shaped by rapidly growing international traveller and female audiences.”
The brand maintains end-to-end control and its biggest challenge today is the pressure of “delivering on time,” he explains. “An event is set and there’s no leeway on dates.”
But while guest satisfaction is its prime target, TPUH’s worth is multi-faceted. Beyond its small management team, it collaborates extensively with hundreds of smaller companies and contractors as well as attracting visitors boosting local economies and individuals’ CVs. By providing valuable learn and earn foundational work for young people the Sorrills have seen them progress from banging in tent pegs to becoming entrepreneurs and business professionals.
A recent £350,000 crowdfunding raise has built a committed community with an equity stake and last year the business generated £2.9m. Based on running six flagship events a year, is forecasting a £5m to £8m turnover for 2027/28.
Landmark horse racing and tennis events such as Ascot and Wimbledon offer potential too. New partner Rufus Mountain Lawrence has recently joined and Mark pays tribute to motorsport chiefs Nick Read and Stuart Pringle “for having the foresight to partner with us to extend and diversify the guest experience at Silverstone”. But could a budget TPUH be possible too? “Yes,”, confirms Mark who thinks the Marriott Hotel offers a good accessible model with celebrities “on stage rather than at breakfast”. www.thepopuphotel.com, www.silverstone.co.uk