I got into the events industry because I spent my childhood performing, the rush that you get from curtains up, lights, camera and action has never left me. From a young age I loved creating social events for people, starting with little local shows in the village, charging people 5p to get in. My margins are a little more demanding now.
I have worked here since December 2008. Previously I was at English Heritage for eight years in the position of visitor operations director with responsibility for nine historic properties.
I was attracted to this particular role because it was going to be a challenge. Alexandra Palace has had 30 years of an uncertain future and I saw joining the team as an opportunity to redefine the venue and save it from extinction.
Not many people know that my first ever weekend job was in Argos. I loved that job and the challenge of finding the item as quickly as you could and getting it on the conveyor belt. I also once sang a solo in Canterbury Cathedral as part of my school choir.
My worst experience at an event was I was helping to organise the Greek Royal wedding at Kenwood House, and with all the elements that needed to be controlled, we forgot to order the rice confetti, so I ran off to the kitchen where the chef asked if I wanted it raw or cooked. I handed the Queen of Greece a Tupperware box of rice just in the nick of time.
If there’s one thing I’ve learnt it’s there will always be an element of surprise for every event you work on and the best event professionals are the ones who can handle these and keep it looking seamless.
The best event I’ve been involved in was the Secret Cinema at Ally Pally. I was proud to be involved in only a small way to make sure the event worked. Having camels walking through the Great Hall was totally unexpected, visual and creative, showcasing the potential that I really feel Alexandra Palace has at its core.
If I could do it all over again I would I’m gutted I never came to Ally Pally in my youth. In my dream world I would love to go back and watch the Stone Roses. I’m convinced my executive assistant works here under the premise I will get them to reform and play at the Palace.
The one thing I can’t stand is laziness, deceit or arrogance.
Outside of work I spend my time when I think about it’s a bit of a busman’s holiday. It’s cultural... arts, exhibitions, theatre and cooking. Getting into the London scene and seeing what everyone is talking about.
If money were no object I would write the book I’ve been planning in my head since I was 25. There is definitely a story I would like to tell, I just need a lot more spare time to tell it. If money were no object as a venue, we could choose to do what we think is best for the venue 100% of the time rather than 80% of the time.
The one event I will never miss is the PDC Darts Final.
The recession has meant that businesses have had to become more focussed on their clients. You have to get under the skin of what they are trying to achieve, as they have to deliver events under much tighter budgets. Only the good and efficient will survive and sometimes it’s a good thing for industries to be shaken up in that way. Now more than ever you need to know exactly what you are offering, who you are, your product and who you are targeting.
The next 12 months will be busy. We have finalised our three-year plan with regards to sales, events and leisure. We have just reopened the ice rink and we are starting the regeneration work to put 40% of the derelict spaces back into use. Building on the successes we had in 2010 with concerts, we have a much busier schedule of events already shaping up for this year. 2011 will hopefully be the realisation of the team’s hard work over the past two years.
If I could switch places with anyone else in the industry it would be a few weeks ago I parked in a competitor venue’s reserved parking space in my Audi, parked next to a Lotus and Porsche, I did wonder then if I had chosen the right job.
If I ruled the event industry I would work with licensing authorities to tweak the rules to ensure they 100% deliver the flexibility and fairness that they were supposed to, without minimising the opportunities.