INDUSTRY LEADERS
interviews
How did you get started in the event industry, and what inspired you to pursue a career in it? Hire Space started out as an idea to help schools and community building generate revenue by hiring out their spaces. We never set out to be an “events industry” business as such - but we soon found that companies were using us to find unique and unusual spaces for their events, and the business grew from there. We love being part of this industry, and have never looked back. What are some of the most significant trends or changes you've observed in the event industry over the past few years?
Ed Poland Co-Founder
Hire Space
There’s a lot more focus on technology recently, especially since the pandemic. Event planners and venues are looking at ways to streamline their day to day operations, so they can spend more time on creativity and relationship building - which are the real bedrocks of the industry. That means there are more roles available for people with technical and analytical skills, which is creating a more diverse and ultimately more complete industry. There is a huge amount of potential in the industry as it bounces back from the pandemic. Sustainability is a growing concern - what steps have you taken to make your events more environmentally friendly? Hire Space works hard to champion forward-thinking venues, providing education to teams on the ground and bridging the gap between clients and their suppliers. We work on event programs for large global corporations, and work closely with procurement and ESG leads to ensure sustainability is always part of the event planning process. We run thought leadership sessions on sustainability at many of the big industry trade events, and through our blog and social media. The events sector as a whole is engaging with sustainability far more effectively than it was a decade ago, which is great to see. Can you discuss any specific challenges or opportunities in the next 12 months? As always, the macro economic climate will have a big impact on the events sector. The key is to remain flexible as a company and be able to adapt quickly to a changing market environment. Having a strong recruitment strategy is key. We’re always on the look out for great people who can think outside the box and be entrepreneurial in the way they approach their work, whatever’s happening in the world. We work hard on our company culture to ensure our team is motivated and loves coming into work each day to do that.
What are your thoughts on diversity and inclusion in the event industry, and how do you promote these values? This is another thing the industry has worked very hard on in the last few years especially, and we’re making progress. There are some great organisations out there dedicated to making sure diversity and inclusion an essential part of industry discourse. Generally it’s an extremely welcoming, social industry, and it’s rare to encounter prejudice - but of course, there’s always more to be done from a recruitment and hiring perspective, and that’s something we all need to keep focus on. How do new technologies play a part in your business, and how do you stay up to date with the latest innovations? Hire Space is constantly looking at how we can use technology to free up our people to go out and maximise their enjoyment and impact of their roles. We use AI to power smart venue search on hirespace.com, and a wide variety of tools that cut out mundane administrative tasks for our clients. The events industry will transform in the coming years, with new technologies playing a driving role in that, and it’s up to us to make sure our team and our clients see the benefits. We look closely at what industry publications are saying about new technology adoption, and also follow the big global technology companies Apple, Google, Meta and others - to understand which consumer trends will filter down to the way events are planned and executed. With the increase of virtual and hybrid events, how do you see the future of in-person events? Human interaction is what makes events great, and this will never change. We advise our clients to understand and have access to virtual technology, because it can bring real gains for certain events - particularly around sustainability, and inclusion. But ultimately nothing beats the in-person experience, and the most powerful use of virtual technology is in enhancing the live event experience, rather than replacing it. The adoption of virtual and hybrid tech during the pandemic is ultimately a great thing, as it has increased the arsenal available to event planners, and made the event sector itself more robust. Who (in or outside of sector) do you look up to? I’m a huge fan of two leaders in our industry. One is Carina Bauer, CEO of IMEX Group, which runs the largest global tradeshow for events, and the other is Wendy Bartlett, who founded the catering company Bartlett Mitchell. Both have built fantastic businesses, with brilliant cultures, and are always generous with their advice and support to people making their way in the industry. What advice would you give to someone looking to start a career in the event industry today? Make the most of the many networking opportunities that are available to you. This is ultimately a social industry, and building a strong network of contacts will bring you huge benefits as you build your career. And, it’s great fun and the people are generally exceptionally friendly. You’ll have a lot of the best nights of your lives at industry events, and good things will come from the people you meet.
How did you get started in the event industry, and what inspired you to pursue a career in it? I was in my final year at university and thought I wanted to be in press and PR so went to do work experience at Heathrow Airport for a few weeks. I did very boring data entry for the terminal 5 enquiry and then a plane had a crash landing on the runway so the team became so busy dealing with that that they gave me other jobs that they probably wouldn’t have trusted me with. This meant I got to work on the organisation of the local pensioners’ Christmas party which I absolutely loved. I loved seeing something I had worked on come to fruition and the reaction of the guests and that was it! In my final term of university I applied for jobs in London and started a week after graduating, doing event co-ordination and admin for a foundation in Holborn that had a Grade 2 listed events venue attached to it. It didn’t take me long to ditch the admin side of the role and focus on the events. From there I worked in marketing for a law firm, ran events for the London Chamber of Commerce (I learnt so much here) before moving to a private members club and then into catering.
Ruth Lawton-Owen Managing Director
The Admirable Crichton
What are some of the most significant trends or changes you've observed in the event industry over the past few years? Over the years there have been so many trends but how long they stay around for is another matter. Organic food was a huge trend then the recession hit and clients stopped asking about it as it made the menus more expensive. Sustainability is a much bigger trend and I think that is set to grow and grow. Social media has played a big part in trends and clients are always looking for that Instagram moment at their events. I am pleased to see the trend for beautiful tablescapes continues to grow as its always really fun creating something beautiful. Sustainability is a growing concern - what steps have you taken to make your events more environmentally friendly? The AC has always been really environmentally conscious and its great to see the industry making huge steps forward in the way we operate. We have been such a wasteful industry so to think more carefully about transport, food waste and how we reuse and recycle products is definitely a step forward. Amongst other things, we have replaced our fleet with ULEZ compliant vehicles, one of which is electric, we have a greater selection of plant based options on the menu and are focusing on reducing our waste to landfill – this currently sits at 2% but we know we can get it down further. Can you discuss any specific challenges or opportunities in the next 12 months? 2023 had been a really fantastic year for us with significant growth, later this year we will be providing the catering for the Hampton Court Palace Ice Rink Café which we are really excited about. There are some really interesting projects in the pipeline for 2024, we can’t wait.
What are your thoughts on diversity and inclusion in the event industry, and how do you promote these values? In many ways the events industry is hugely inclusive and diverse, but there is still a long way to go in other areas. I think we all have a responsibility to lead by example in creating truly diverse workplaces and I am proud of the inclusive environment at The AC, but I know there is still more we could do. How do new technologies play a part in your business, and how do you stay up to date with the latest innovations? We love the advances in drone technology for filming and lighting, this had had a big impact on what is possible for clients. With the increase of virtual and hybrid events, how do you see the future of in-person events? To be honest, the luxury event market never really embraced hybrid, it’s all about in person events and we are delighted it is. Who (in or outside of sector) do you look up to? When I was starting out there were amazing stylish super professional women like Lin Kennedy and Pippa da Cunha who were absolutely at the top of their game and they definitely inspired me. Also John Stockton was a early mentor and still someone who’s opinion I seek and value greatly. Now I admire many of my peers who lead other luxury event companies, particularly those who diversified during the pandemic. Its one of the more positive things to come out of the adversity, that we openly appreciate the work of people who may be our competitors. I am surrounded by fabulous colleagues who I am constantly inspired by, I love their commitment to what we are achieving together. I am also fortunate to have my wider colleagues from Group Genuine, there are so many people there I look up to for their professionalism and dynamic approach to their work. What advice would you give to someone looking to start a career in the event industry today? Be prepared to work hard. Say yes to opportunities and as you never know where they will lead. Events isn’t 9-5, it requires patience, passion and commitment, it’s a lifestyle as much as a career choice but you will meet incredible people, make friends for life, get to be in some awesome places and get paid for doing something you love. For me, I love it as much today as I did when I started – possibly even more and I am excited about the achievements that are still to come in my career.
How did you get started in the event industry, and what inspired you to pursue a career in it? My move into the events industry was pretty unexpected. After university, I was working in health and fitness. But then, I got into planning sports events, and I just loved it. The excitement and attention to detail were addictive, and I loved experiencing the end result. Things got even more exciting when I joined The O2. It was a new venue, growing fast, and hosting a wide range of events. That's when I realized I was meant for a career in events. What are some of the most significant trends or changes you've observed in the event industry over the past few years?
Danielle Kennedy-Clark Vice President Guest Experience
AEG EUROPE
Over the past few years, the event industry has seen some remarkable changes. The experience economy has grown rapidly, resulting in larger and more extravagant events. Fans now have higher expectations and crave unique, premium experiences. The industry has bounced back strongly post-pandemic, and it's an exciting time to be a part of it. Sustainability is a growing concern - what steps have you taken to make your events more environmentally friendly? It’s been fantastic to see a real gear change in the industry’s commitment to sustainability. Whilst there’s still a way to go, it’s certainly a major priority for AEG, and we’re mindful of fans wanting to make the right eco-friendly choices when attending events, so our aim is to demonstrate that it’s achievable within our industry. Our German venues now feature in-house cup washing systems, which have already prevented over a million disposable cups from ending up in landfills since February 2023. At The O2, we’ve transformed a disused piece of land into an Urban Garden to enhance local biodiversity, we're in the process of replacing outdated lighting to save enough energy to power 108 UK homes for a year, all food waste is processed on-site in our wormery and biodigester, and most notably we’re pioneering a ground-breaking trial in February 2023 with The 1975, where we’ll measure and offset all carbon emissions from their shows using innovative technologies. Even our festivals are playing their part, by using HVO Biodiesel and exploring battery technology to reduce emissions. It's incredibly important that we do our bit at AEG, so watch this space as there’s more to come!
Can you discuss any specific challenges or opportunities in the next 12 months? The cost-of-living crisis of course impacts fan behaviour, as it’s becoming more unpredictable. Many might not attend as many events as they once did, and many are now buying event tickets closer to the event date. However, we are finding people are continuing to invest in live entertainment, especially with the amount of demand around certain artists at the moment. It raises a huge opportunity for us over the next year to put on the shows that fans want to see. What are your thoughts on diversity and inclusion in the event industry, and how do you promote these values? I'm really passionate about diversity and inclusion in the event industry, and I believe that every organisation should actively promote these values. When I began my career, there was a noticeable lack of diversity, but I'm pleased to see positive changes over the years. At AEG, we have a number of Employee Network Groups (ENGs), including Pride, embRACE, Family, and Mental Health & Wellbeing, which offer activities to empower colleagues with a voice and sense of belonging. I take pride in being a part of an ENG that champions Women. These initiatives are essential in fostering an inclusive environment within our business and the broader event industry. How do new technologies play a part in your business, and how do you stay up to date with the latest innovations? Technology is absolutely imperative in driving the sector forward and creating efficiencies. Technology should create ease and a smooth experience for the fan, and if it doesn’t do that it’s not doing its job. We are continually looking to improve the experience for our fans, bands, and brands. Technology should reduce or remove the pain points, if they do, they are always worth considering. With the increase of virtual and hybrid events, how do you see the future of in-person events? I think it’s great to have both, it makes the event accessible to all. I do feel that being at an event in person is amazing, you just can’t replicate that buzz in the virtual world. What advice would you give to someone looking to start a career in the event industry today? Go for it. It’s an incredible sector to work in with so many opportunities and avenues available. Put yourself out there, get your feet on the ground, ask questions, and learn as much as possible.
How did you get started in the event industry, and what inspired you to pursue a career in it? I've always had a passion for creating memorable client experiences, and that's what led me to the event industry. I began my journey by working in various roles within the hospitality sector, and over time, I realised the incredible potential of events to bring people together, foster connections, and leave lasting impressions. What truly inspired me was the wonderful team at Blue Strawberry and the passion for collaboration and excellence. What are some of the most significant trends or changes you've observed in the event industry over the past few years?
Stuart Jenkins Director
BLUE STRAWBERRY GROUP
The event industry has evolved dramatically in recent years, with several notable trends. One of the most significant shifts has been the increased focus on sustainability and environmental responsibility. At Blue Strawberry Group, we've been proactive in embracing this trend by sourcing our ingredients locally, reducing food waste, and implementing eco-friendly practices throughout our operations. Additionally, the rise of technology, virtual, and hybrid events has helped us overcome some significant challenges in recent years. Sustainability is a growing concern - what steps have you taken to make your events more environmentally friendly? Sustainability is at the heart of Blue Strawberry Group's ethos. We prioritise local provenance of food, partnering with local suppliers to reduce our carbon footprint and support our communities. Our commitment to sustainability extends to minimising waste, recycling materials, and reducing energy consumption during our events. We're also continually exploring innovative ways to further reduce our environmental impact, such as sustainable packaging and transportation options. We have also invested in independent accreditation through PlanetMark who measure how effective we are towards our ambitious goals. 2022 was our first year of being Carbon Neutral and we hope to start moving toward carbon positive performance for 2023 and beyond.. Can you discuss any specific challenges or opportunities in the next 12 months? The events industry, like many others, has faced unprecedented challenges in recent times. As we look ahead, the opportunity lies in adapting to the changing landscape, particularly in the post-pandemic world. The costs of providing events in this climate are eye watering and explaining this to our stakeholders and clients has been quite a task! Our focus needs to be providing value and excellence for every aspect of what we do – from our events in the iconic venues to the exclusive office hospitality to support our clients keeping their teams motivated – clients seeing the value in what we offer is paramount
What are your thoughts on diversity and inclusion in the event industry, and how do you promote these values? Diversity and inclusion are fundamental values at Blue Strawberry Group. We believe that diverse teams and perspectives are essential for creativity and innovation. To promote these values, we actively seek diverse talent in our workforce and supplier network. We also prioritise creating inclusive event experiences where everyone feels welcomed and valued. We work closely with our clients to ensure that their events reflect and celebrate diversity. How do new technologies play a part in your business, and how do you stay up to date with the latest innovations? Right now, where technology helps with efficiency we pay particular interest. We have recently invested in menu software to help reduce delivery miles from suppliers, ensure the excellence of ingredients whilst also offering the clients the variety and innovation they appreciate. We tend to do trade shows and industry press to find the next best thing to keep us ahead. With the increase of virtual and hybrid events, how do you see the future of in-person events? While virtual and hybrid events have their merits, there is a timeless and irreplaceable quality to in-person events. The power of human connection, shared experiences, and the atmosphere of a physical gathering cannot be replicated entirely in a virtual setting. We believe that in-person events will continue to be a vital part of the event industry, offering a unique and irreplaceable focus for clients. With remote working also having a large impact in modern life, it's even more important to get guests together in some of the most wonderful venues in the world. Who (in or outside of sector) do you look up to? In the event industry, I greatly admire the visionary event planners who have paved the way for innovation and excellence – forever pushing the limits and boundaries of what is possible. Outside the sector, I tend to respect the sporting heroes – especially those who have overcome adversity, so the likes of Rob Burrows and Doddy Weir (from rugby league and union) are right up there - helps you realise what true inspiration looks like. What advice would you give to someone looking to start a career in the event industry today? My advice to anyone starting a career in the event industry is to be passionate, adaptable, and client-focused. Embrace change, stay creative, and never stop learning. Building strong relationships and a trusted network within the industry is invaluable. Finally, understand that the industry is not the ‘9 to 5’ but an ever changing and challenging career – why would you work anywhere else?
How did you get started in the event industry, and what inspired you to pursue a career in it? I always loved creating experiences and trying to challenge the norm, which is what initially ignited my passion for the events industry. I started planning local events, then grew into working in mainstream conferencing on a national level, developing into horseracing and now the Merlin Venues portfolio, which I absolutely love! I have had the pleasure of organising events from 2 to 150,000 attendees, which all present similar challenges and all require the ability to think outside the box and drive success in every element of the event. What are some of the most significant trends or changes you've observed in the event industry over the past few years? The shift from formal seated dining to more informal grazing standing events is one of the major changes over the past years. 6-7 years ago the trend was for seated dinning, this is now not the case with clients wanting a more interactive, immersive event experience.
Matt Worthington
Can you discuss any specific challenges or opportunities in the next 12 months? I always focus on opportunity, events are back! people are back! So we simply need to be creative and find solutions around budget challenges to ensure clients can have an amazing event at our venues, there is always a solution, we just need to find it!
Event Director
MERLIN ENTERTAINMENTS
How do new technologies play a part in your business, and how do you stay up to date with the latest innovations? Technology has and always will be a major part in creating truly unique events, our venues are fully immersive and blending this with the latest in production is something that sets Merlin Venues apart from the rest. We have a great team, who focus on innovation across the board, be it sales, marketing and/or event management, all with the view to ensure we buck the trends and improve our experience.
With the increase of virtual and hybrid events, how do you see the future of in-person events? In my view you cannot beat an in person event, events are all about experiences and this is something you can only really immersive yourself in by meeting people in person, so albeit virtual events have there place and naturally were extremely helpful during COVID, now is the time to revert to proper in person events Who (in or outside of sector) do you look up to? I am constantly inspired by the creativity, energy and focus of the UK events industry, the diverse range of talent is truly incredible and I honestly feel I can take learnings across the board, supporting me in developing the overall Merlin Venues brand. What advice would you give to someone looking to start a career in the event industry today? ‘
Do it, you won’t regret a second! Be focused, creative, dedicated and full of energy, you wont go far wrong!