My Life - Laura Wolfe, Founder of Road3 and Road3 Concierge
We chat with Laura Wolfe, Founder of Road3 and Road3 Concierge
How would you describe yourself?
Mum to two amazing boys and one very special cavapoo, business owner, doer. Passionate, resilient, busy, fiercely loyal and slightly crazy! Family is everything. Work is 24/7 and I struggle to switch off or say no.
I was diagnosed with ADHD last summer and it has helped me understand myself so much more. I think I can be quite hard to live with at times, but I also think it’s my superpower. I genuinely don’t believe I could do what I do without it.
Where is home? And work?
Home is Cheadle. My office is five minutes from my house, but work is everywhere. My clients are based across the UK and Europe, so no two days are ever the same.
Name a few of your favourite places to holiday.
As a family, we love Portugal. It’s the only time I get two full weeks away with the family each year. The weather is always great, and we tend to go at the same time as many of our friends and their children.
We got engaged on a rooftop in New York last May, so New York will always be special. It was a long time coming; I’d waited 11 years! Planning a proposal for me was never going to be easy, but it was well worth the wait, and my other half did an amazing job.
We also love Brighton. It’s actually my favourite place in the world. My mum is from there and my parents got married there. I spent many summers with my late grandparents at their beach hut on Hove seafront and it still feels like home all these years later.
Where are your favourite Cheshire hotspots?
When I was born, my family lived in Wilmslow Park, so I’ve always been drawn back to Wilmslow. I’m a big fan of San Carlo in Alderley Edge and we’ve spent many family occasions at the Alderley Edge Hotel over the years.
I’m also really excited about the new Fairmont Cheshire opening at The Mere. I think it’s going to make a huge contribution to what Cheshire can offer.
Are there any apps you simply couldn’t live without?
My phone is my life - literally. It’s on 24/7, which I know isn’t the healthiest habit.
Many of my clients communicate almost exclusively through WhatsApp, so I use it for absolutely everything.
I also love Instagram. I spend far too much time scrolling and I’m an absolute sucker for the things Instagram decides I need to buy.
Tell us a fun fact.
I recently took part in Strictly Seashell in aid of Seashell Trust where I spent 11 weeks learning to quickstep with my amazing professional dance partner, Chris from Cadman’s Dance Centre. It was a huge challenge, and I pushed myself harder than I expected, but I was incredibly proud of what I achieved.
Dancing in front of 400 people, including 30 family members and friends, was absolutely terrifying but also one of the most rewarding experiences of my life. I was also proud to raise more than £11,000 for Seashell.
Your mastermind subject?
How to spin 47 plates without dropping too many.
Or luxury hotels and restaurants of the world that I’ve only spent an hour in.
More realistically, probably the contents of my handbag circa 2026. It’s basically Mary Poppins’ carpet bag. There’s usually enough in there to run an event, survive a zombie apocalypse and treat most minor illnesses. I’m also guaranteed to have dog treats, poo bags and probably a receipt from the 1990s.
What has been the most extravagant request from a client?
Over the years, we’ve sourced everything from last-minute luxury travel to impossible-to-find gifts, organised private celebrations around elite sporting schedules and dealt with requests that definitely couldn’t be repeated in print.
We’ve travelled abroad carrying three suitcases full of wrapped Christmas presents for a client to give to his wife, only to arrive and fly straight home again. We’ve created some incredible Valentine’s Day surprises and organised stunning parties with budgets most people can only dream about.
One day, I really should write a book about some of my experiences working with professional footballers. I think it would be a bestseller.
What’s the most unforgettable event you’ve ever planned, and what made it so special?
One standout has to be Vincent Kompany’s Testimonial Season. We organised a gala dinner where Noel Gallagher performed an acoustic set, attended by the entire Manchester City first-team squad and Pep Guardiola. As a lifelong City fan, it was completely surreal.
We also organised the testimonial match at the Etihad Stadium in front of 55,000 supporters.
Answering my phone to Mario Balotelli during the planning process, or being in a lift with Vincent Kompany, Gary Lineker and Noel Gallagher, were two of the more surreal moments of my career.
Most importantly, the testimonial raised more than £850,000 for the Manchester Mayor’s Homelessness Fund and created memories I’ll never forget.
The Road3 production team were recently behind Evening4Ricky, a celebration of the late boxing champion Ricky “The Hitman” Hatton. Can you tell us a little about the event and what it meant to you?
This was a huge event to be involved with and I don’t think I slept properly for two weeks leading up to it, but it was worth every minute.
It was genuinely one of the greatest privileges of my career. Ricky meant so much to Manchester and the love inside that arena was unlike anything I’ve experienced before.
Working alongside his family and friends to create an evening that celebrated not just the champion, but the man, was incredibly emotional. It was one of the biggest production challenges we’ve ever undertaken alongside our production partner, Sterling Event Group.
Seeing thousands of people laughing, crying and celebrating his life together made every sleepless night worthwhile. And looking after the legend that is Frank Bruno was a personal highlight!
Ricky was always a friend to us at Road3, having supported and attended many of our events over the years, and he is missed dearly.
The Northwest Football Awards are always a highlight of the social calendar. What can attendees expect from this year’s event?
It’s going to be another very special year - I think this is my 16th!
Hosted once again by Dion Dublin and Hayley McQueen at the Manchester Deansgate Hotel on 2nd November, this year’s event is particularly exciting because, for the first time in our history, we’re welcoming clubs from Wales into the awards.
We’ve grown while staying true to what has always made the event special: celebrating everyone who makes football what it is, from grassroots volunteers to Premier League and WSL stars, both on and off the pitch.
People can expect a fantastic evening, incredible guests, emotional moments and, above all, a celebration of the football family. Same Roots. Bigger Family.
Northwest Football Awards
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