I got into the events industry because I didn’t really get a choice. I was brought up on events as my father was one of the founders of World Events (now Universal World Events). I remember doing my first corporate event for the Royal Mail aged 14, so you could say it’s in my blood.
I have worked here since the summer of 2007 when I joined as an account manager in their experiential marketing department. Four and half years later I now run the department, looking after accounts ranging from BP, Tesco and Virgin Holidays.
I was attracted to this particular role because I wanted to find a role that had events at its core but at the same time allowed me learn more about how experiences play an important role in the BTL marketing mix. I now look at every event/experience as a platform to deliver not only amazing experiences but also to amplify peoples experiences through on/offline channels. My goal is always to create experiences that people want to talk about.
Not many people know that I once was the Queen’s personal drinks waiter for a private dinner party in the Tower of London.
My worst experience at an event was running a VIP hospitality suite at Berlins International Congress Centre for a doctor’s congress. I spent four days sitting on a very uncomfortable stool in an empty room on my own.
If there’s one thing I’ve learnt it’s to always, no matter what, stay calm. I’ve been in some pretty extreme event situation including evacuating a desert island because it was going up in flames, and looking after 2,000 delegates stranded in Florida because a hurricane was coming straight for us.
The best event I’ve been involved in was I was lucky enough to work with my brother on a responsible tourism project called Tribewanted on a remote island in Fiji. He asked me if I wanted to quit my then events job to not only run the island, but to build an eco-village from scratch. It’s not your average event, but I learnt more about logistics, people management, thinking outside the box and compost toilets than through any other event I’ve been involved in.
If I could do it all over again I would want to get involved with events in Asia. I’ve worked in Europe, America and Australia, but never Asia. The culture, work ethic and technology intrigue me.
The one thing I can’t stand is overpriced, tasteless food from exhibition centres.
Outside of work I spend my time cycling, running, painting (my new house) and eating – standard boy things really.
If money were no object I would start my own restaurant and boutique hotel businesses – I love what Nick Jones has done with the Soho House Group.
The one event I will never miss The Goodwood Festival of Speed. There’s nothing else like it. Everything about Goodwood is built on the concept of delivering great experiences. Lord March has really made the automotive industry think twice about how they should get the most from their consumer facing events.
The next 12 months will be unforgettable. The Olympics is the biggest event on our planet and it’s going to be in our backyard, I can’t wait. It’s our turn as an events industry to shine.
If I could switch places with anyone else in the industry it would be Seb Coe. Being in charge of the greatest show on earth has to be the best events job going.
If I ruled the event industry I would insist every event delivers an experience that the attendees cannot wait to talk about, in a positive way obviously. I’ve been to so many events where I’ve just been totally underwhelmed. With social media now allowing people to voice their opinions more freely a good experience will get talked about over and over again. Bad events can’t hide anymore.
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