Sonia’s formula for success
THE FRENCH call it ‘Métro, boulot, dodo’ (meaning ‘commute, work, sleep’). But it doesn’t matter how our continental cousins say it, when it comes to the humdrum of life, we all speak the same language.
Stepping off the treadmill and escaping the grind, not to mention the rain, is something many of us dream about. Sonia Irvine appears to have turned the fantasy into reality.
Born in Newtownards in Northern Ireland, Irvine began her professional career as a physiotherapist, working for the National Health Service and running her own successful private practice.
Her entry to the exclusive world of Formula One came in 1996 when her brother, Eddie, began racing for the Ferrari Formula One team. He invited her to join him in the grand prix paddock as his personal physiotherapist, but her workload soon expanded to include the whole Ferrari team. She earned a reputation as a hard worker within the industry.
“When my brother, Eddie, signed up to drive for Ferrari, he decided he’d like me as his personal therapist. We’ve always been close and I loved the idea of us working together so I agreed to join him. It was a great opportunity, but the work can be incredibly demanding.
“There’s a lot of pressure involved with F1, the pace never lets up. Although, when we all get together to celebrate, everyone knows how to let their hair down and have fun. Over the years, we’ve had some fantastic times,” she says.
Almost two decades later, Sonia still enjoys a party atmosphere. In fact, as owner and founder of Amber Lounge, the ultimate in Formula One nightlife experience, she’s not only turned partying into an art form, but has made it her career.
Last May, Amber Lounge was again a haven for the rich and famous over the weekend of the Monaco Grand Prix, as the venue played host to three nights of exceptional partying — with everyone from F1 drivers to royalty and Hollywood starlets to world class performers in attendance. Joining in the festivities, celebrity guests including Vanessa Hudgens, Jennifer Laurence; Nicholas Hoult; Ron Howard and George Lucas were all seen dancing until dawn.
Irvine launched the club at the Monaco Grand Prix in May 2003. The premise was simple: to create a truly VIP party venue that reflected the glamour and exclusivity of one of the most prestigious sporting events in the world.
Over the years, the club has become a place where everyone from film stars to regular race fans can come together to enjoy a stylish, fun night out. In recent times, Amber Lounge parties have been hosted throughout the world, including Shanghai, Valencia and Barcelona. And, for 2012, the club also runs in Singapore, Delhi and Abu Dhabi.
“The racing fraternity is a really great bunch of people and we form strong friendships. It might sound like a cliché but it honestly is a big family. After the races, everyone needs to let off steam, relax and have a good time. Before Amber Lounge, it wasn’t always possible for us to meet up in the same place. The idea of creating our own venue dawned on me while driving around Brazil after the finale, looking for somewhere we could all hang out. I thought that having a venue where the whole team, including sponsors and friends of the sport, could spend time together, would be amazing. I had some very definite ideas of what Amber Lounge should be. I didn’t want the formality of a black-tie event. I preferred something relaxed but stylish. So, in 2003, the dream became reality with my first Amber Lounge experience in Monaco. It was so successful that everyone kept asking me to do it again.”
Throwing pop-up parties for the Formula One crowd and VIP guests, among them Prince Albert and his wife, Princess Charlene of Monaco, might sound like an enviable way to earn a living. Yet, the term ‘pop-up’ is a misnomer. As Sonia explains, creating a wow factor is a hard slog.
“I really love my work but it’s not an easy job. It takes a great deal of planning and, as each Amber Lounge is a bespoke event, attention to detail is critical. As well as the usual administrative aspect, we have to consider things like lighting and entertainment. All our guests have their individual preferences as to where they want to be seated and we make sure they get what they want. If we want to keep everyone dancing, we have to make sure we get the perfect DJ. There is always a lot to do.”
Irvine flies in international artists and well-known DJs to perform for guests. Last year, she had Taio Cruz and Sophie Ellis-Bextor sing live. Top DJ’s such as Pete Tong and Big Ali have also played.
In F1 circles and celebrity circles, Sonia Irvine’s Amber Lounge parties are legendary. But apart from the obligatory theme of white sofas (on which guests love to dance), a spectacular light show, various water features and, no doubt, a huge measure of her Irish charm, what else goes into the recipe for success?
“There are lots of things that make it special but I think exclusivity plays a key role,” she says. “Every guest is treated as a VIP and they know that, once inside Amber Lounge, they will be safe from unwanted publicity. Cameras are prohibited. From my very first party in 2003, I knew that privacy would be essential. For people whose lives are always in the public spotlight, being able to relax in a safe environment is invaluable. Although, security is always an issue, especially today when so many phones have cameras.”
So, is Amber Lounge only for the rich and famous?
“There are a lot of rich and famous people who attend our parties but our clients come from all walks of life. Alongside the F1 drivers and well-known personalities from the Formula One community you’ll find lots of private individuals having a fun night out. We have racing fans, people who come to Amber Lounge but never go to the races, clients celebrating special occasions and others just looking for a good time. It’s not all Hollywood actors and pop stars. And we don’t discriminate — as long as they know how to party, then everybody’s welcome at Amber Lounge.”
At 48, Irvine has proved her skill as an astute and creative businesswoman but there’s no sign of her slowing down. In fact, as a single mum with two young daughters, her stamina is impressive. Like many working mothers, she employs a nanny to help with 10-year-old Megan and two-year-old Katie.
“I just love being with the girls. I’m up around 6am every morning to get things ready before taking Megan to school. Then I’m off to the gym or I’ll go for a run before heading to the office. I try to arrange everything so that I can pick Megan up in the afternoon. Sometimes we’ll go swimming or maybe visit the bowling alley. Later, I’ll help her with homework and play with Katie. She’s two already and a beautiful little girl. When I’m at home with the children I switch off the mobile and make sure we have our special time together. I think there are only about six people who know my home number.”
Sonia is keen that her daughters learn about financial independence.
“I don’t rely on anyone for anything. If I want something I get it for myself. The children know I have to go to work. They understand when I tell them that mummy has to earn money to pay bills and buy things for them. Educating them about the value of earning money is important. It’s part of life. I give them small amounts for any little chores they do. I want to give them the best and make sure they don’t share my shortcomings. For example, I never learned to speak French properly but Megan is fluent in three languages, including Italian. Katie is getting there, too. It helps that our nanny is from Italy.”
It’s impossible to miss the note of maternal pride. Yet, at one time, motherhood wasn’t top of Sonia’s priorities.
“Working in Formula One requires total focus on the job. I never thought of having children and time just whizzed by. When I eventually met Megan’s father, having a baby was one of those unexpected but life-changing events. I discovered that I loved being a mum.”
In fact, Sonia enjoyed motherhood so much that she decided to have a second child. The only problem was that, by this time, she was no longer in a relationship.
“I really wanted another baby but, at the time, there was no-one special in my life. In the end I decided to try IVF. I took the attitude that, if it was successful, it was meant to be. I guess I was lucky.”
As those who have used IVF will be aware, it can be a very expensive commodity.
“Thankfully, I was able to afford the treatment. No doubt, if I hadn’t had the money, I would have found a way, somehow. I’m a really determined person. I think that being self-reliant means you won’t be disappointed. I’d encourage other women who want to try IVF to go for it. Be strong, ignore other people’s opinions and do what you feel is best.”
Family is important to Irvine. When she talks about her brother, the bond is obvious. “Growing up in Conlig, in Northern Ireland, Eddie and I were extremely close. I am so proud of him and everything he’s achieved. He has the ability to take the most negative situation and put a positive spin on it. He’s my role model. We see each other as often as possible and grab the opportunity to meet up at my place in Mougins during the summer. Every year, my parents take my girls along and he brings his daughter. I catch up with them all as soon as possible. It’s just a very special time to be able to chill out and enjoy each other’s company. At the minute, Eddie’s incredibly busy with one of his building projects in the Bahamas but we’re planning to see each other soon.”
Whether its business or in her private life, Sonia Irvine’s attitude has a mixture of confidence and dogged determination. Interestingly for a woman whose world orbits the glamour scene, she isn’t obsessed by fashion.
“I’m not really into high-end fashion. Come to think about it, most of my shopping seems to take place in airports. I do like clothes that feel good as well as look good. My wardrobe tends to be divided into categories of business suits, professional dresses, day-wear and a special Amber Lounge range I’d describe as ‘funky sexy’. I do have a number of designer labels, including Gucci. Ed Hardy shoes are great for their style and comfort.”
With an apartment in Monaco and a house near Cannes, whatever she wears, sunshine is bound to be an enviable accessory.
Apart from her parents, is there anything about Ireland that Sonia misses?
“Well I certainly don’t miss the weather. Yet, I do miss the friendly hospitality of the Irish people. It’s impossible to find the same warmth and openness anywhere else. I don’t get back very often but when we do go, Megan loves an Irish breakfast. I’d like to think that I’ve retained that lovely spirit of our culture’s generosity.”
As the 10th anniversary of Amber Lounge approaches, it promises a new level of excitement.
“It’s time for us to explore new opportunities. For the first time, the 2013 Amber Lounge will take place in New York. I’m also thinking of taking it from Formula One and introducing it to Polo. So, watch this space.”
On the more personal horizon, Sonia doesn’t rule out a new man in her life.
“I feel I may meet someone special enough to be part of our family. He will have enough love, not only for me, but to become Katie’s dad.”
The possibility that Mr Right may never come along doesn’t faze her.
“If it doesn’t happen, well, it doesn’t matter. Between us all we have enough love to make everything work.”
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