Audio@WorldCup: Summa days are here as Calrec anticipates post-Brazil boost

In excess of a dozen Calrec Artemis consoles are expected to be used on the ground at the 2014 World Cup, which commences on Thursday with Brazil vs Croatia. Meanwhile, the Hebden Bridge, UK-based mixer manufacturer is eagerly anticipating further growth across South America with its recently launched, cost-sensitive Summa console.

“We’ve probably got about 12 systems out there in total, mostly at the IBC, but also at some venues,” says Henry Goodman, Calrec’s head of sales and marketing. “That includes working with the BBC, and also Bexel who are renting equipment for the ESPN coverage. Systems are also being used by Univision for [coverage] going back to the US.”

In addition, Goodman reports that Telegenic is taking an Artemis-equipped van out to Brazil, whilst a locally-based OB provider, Casablanca Online, will be utilising its Artemis-sporting truck.

“By the sheer number of consoles on the ground, we are a bigger part of the World Cup than in any previous year. Part of that is due to the fact that we are now more open to working companies with regard to us providing them with rental support for high calibre events such as the Olympics and the World Cup,” says Goodman, who notes that two Calrec specialist engineers will be on hand throughout the tournament.

The run-up period was not lacking in challenge; as Goodman observes, the import arrangements are such that “we had to ship most equipment out there probably a month or six weeks before, and won’t get it back until two months after. It does mean that you are tying up assets for longer than is comfortable.”

Heightened awareness of this issue will undoubtedly assist the company when it comes time to return to Brazil in two years’ time for the Olympics (“it will hopefully be much easier next time around”). It will also constitute further capital in the knowledge bank as the mixer maker works to develop its presence across South America.

“Traditionally Brazil has been quite difficult for Calrec, partly because of the import duty issue but also as our consoles are at the higher end of the spectrum in terms of price,” says Goodman. “However, we are very hopeful that our new Summa console – which delivers a very powerful feature-set but at a lower price point – will really help to open a few doors in the country, and elsewhere in the region.”