The opportunity
Transform a functional event presence into a destination that contributed meaningfully to the wider motorsport experience.
Scale, hospitality, motorsport culture.
Founder experience
Simola Hill Climb
A major motorsport environment combining premium hospitality, audience scale, athlete programming and live energy.
Client and contextMonster Energy South Africa
Years2024 and 2025
Founder roleStrategy, production and on-site execution
StatusFounder experience
The role
Before founding Scene, Tennielle led strategy, production and on-site execution while part of the Monster Energy South Africa marketing team, working directly with the Simola Hill Climb organisers.
Experience thinking
The brand needed to create a reason for people to spend time in the environment. Hospitality, athlete moments, custom culture and live spectacle were connected into one coherent presence.
Design and delivery
The work involved the activation footprint, guest experience, event programming, partner integration and live operational delivery inside a complex national platform.