
Sonia Irvine's parents are worried. In fact, they've been worried for years. First, it was about their son, Eddie, the F1 racing driver, zooming around Grand Prix tracks at speeds of 220 mph. And now, they're worried about their daughter. "They think I work too hard," Sonia laughs. "They think I should enjoy life more. But at this time of year, in this business, you just sort of lose your life for a couple of months."
There won't be any stop to their worrying soon as Sonia and Amber Lounge, her VIP nightlife experience for F1 stars, sponsors and celebrities, expands once again this year.
Currently, Amber Lounge takes place alongside four Grand Prix – Barcelona last month, Monaco this month, Singapore in September and Shanghai in October. But a fifth event has been added in Valencia. And such is the power of Amber Lounge, described as 'the hippest nightclub in the millionaires' playground', that it's helped cement the city's 'cosmopolitan' status.
It's a far cry from where it all started out in 2002. Back then, Sonia and her partner Miles began with just one Amber Lounge, running it for three days a year alongside the Monaco Grand Prix. "I was literally selling thin air to people the first year," she insists. "It was completely new and they were just buying tables at it, trusting us to put on a good night."
"Edmund phoned me and said 'I'm outside Ferrari, about to go in to sign for them. Do you want to come and be my physio?' and I asked 'How much are you going to pay me!'"
They had every reason to trust her. By then, Sonia had been working in the F1 sphere for six years, earning a reputation as a hard worker within the industry as well as a successful businesswoman outside it. So it was no surprise when Amber Lounge outperformed all expectations, with F1 drivers, teams and a whole host of international celebrities, including Bono, Naomi Campbell and Elle McPherson turning up to party there.
Sonia did get a shock though. "It was amazing, I couldn't believe it. At the end of it, Ron Dennis, McLaren group chairman, came up and said I should bring it to more Grand Prix destinations. But I had a baby at that stage and it just didn't seem the right time to expand."
Monaco continued to be Sonia's sole focus for the next three years, even moving there with Miles and baby Megan, to be closer to the business. "We'd finish the event in May and begin right away on the following year's one, updating the website and brochures, launching it and selling tickets." Then, in 2005, Megan started school, and Amber Lounge began to grow.
Turning 44 this year, Sonia Irvine has had more careers than is normal. Hailing from Belfast, she began her working life as physiotherapist with the NHS in London. "I loved treating stroke victims and the elderly but also loved working with sports injuries," she says. Unfazed, she decided to do both, working with the elderly by day and holding private sports injury clinics in the evenings and weekends.
"I was literally selling thin air to people the first year. Amber Lounge was completely new and they were just buying tables at it, trusting us to put on a good night."
It was on a six month 'time out' period from her job in 1996, travelling around Australia, that life took its first turn. "Edmund phoned me and said 'I'm outside Ferrari, about to go in to sign for them'. We had a giggle about that and he said 'Do you want to come and be my physio?' and I asked 'How much are you going to pay me'," she laughs. They reached an agreement and she left Australia early to start.
Looking back now, she says she had no life outside F1 during the four years she worked for Ferrari. The trade off was how much she learnt during that time.
"I became physio to the whole Ferrari team, then began doing other things like looking after Edmund's race diary and his businesses in Ireland and England. When he did a film, I was co-director. I also proofed his book, read his contracts and learned a massive amount in three years. They were long days and I think I gained a lot of respect in the F1 world for working hard, which helped me when I set up Amber Lounge."
When her brother moved to Jaguar in 2000, Sonia wanted a change and was approached to work in sponsorship with Sports Communication Marketing, while also becoming a consultant for the company that ran the Grand Prix Ball. It was there that the seeds for Amber Lounge were sown. "I felt there was demand for more than just black tie events," she says.
Today, her business goes from strength to strength, with tables costing up to 8,750 Euros (which include unlimited alcohol and Dom Perignon) booked up a year in advance.
Price is something Sonia takes very seriously, saying she continuously strives to provide a 'fair rate'. Security is another top priority, with an army of bouncers ensuring cameras or photos are never taken inside her events. "It's to ensure everyone can have fun without worrying about photos being published."
But it's keeping the standards of Amber Lounge up that motivates her most. In the early days, she admits being a 'horrible delegator', preferring to do everything herself. But with the business growth, she now has a trusted team, which she still works closely with, but who give her the freedom to develop other opportunities.
Opportunities like bringing Amber Lounge to audiences outside F1 soon, expanding Amber Fusion, the food side of her business, and Amber Fashion, the charity events which started in Monaco under the patronage of Prince Albert in 2006, but are now going global.
"This month's Amber Fashion is in aid of Elton John AIDS Foundation and David Furnish is running that very closely with us," she reveals. "We'll also have Elizabeth Hurley and her swimwear collection, Jimmy Choo shoes and F1 drivers modelling."
With all that going on, you start to understand her parents' concerns. To that issue, she has only one response. And it's that, for the rest of the year, life in Monaco feels like one long holiday. "I feel totally spoiled living there. I love its village feel and getting up in the morning with the sun shining through the windows.
"Most people hop on a plane to go on holiday but I hop on a plane to go to work. For the rest of the year, I don't leave Monaco if I don't have to. I love the place and feel totally relaxed." Put that way, perhaps it's time for Mr and Mrs Irvine to relax too.
For more information on Amber Lounge, or to enquire about tickets, visit www.amber-lounge.com/
By Barbara Walshe
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