What’s the hardest part about running an event?
Each event comes with its own challenges; however, I think the start is probably the most difficult part of any event. I always liken it to an aircraft building up speed down a runway for take-off, and once airborne, the event is live and in flight. This is when the adrenaline hits, and the pressure is at its highest; it’s one of my favourite parts of the event. It took me years to enjoy the pressure, and I have a few grey hairs to prove it.
How do you make an event run seamlessly?
”Fail to prepare, prepare to fail.” It really is as simple as that. Pre-event planning is crucial to give the best possible chance of running an event seamlessly. Identifying areas of risk and putting measures in place that will mitigate these, or at least give you an alternative plan to fall back on, is key. 80% of the work is done in the planning phase, with 20% of the work being the onsite execution and reacting to the live event deliverables.
Communication is key, so having a detailed event brief with a comprehensive running order is crucial to ensure everyone is aligned with the overall onsite plan. The team has to remain agile and be able to react and implement Plan B or Plan C if Plan A is no longer possible. But any challenges are made easier with an open, flexible mindset and correct event preparation.
What is the biggest misconception about events?
Lots of people get blinded by the glamour of the end product without realising how much time and dedication it takes to organise a successful event. So maybe the biggest misconception is that it’s all fun and games; there’s a lot more to it than just that!
Within the industry, I think there is a slight misconception around virtual vs physical in-person events. Many people assumed virtual events would outgrow face-to-face interaction, but the pandemic forced us to operate differently, and event planners (including myself) acquired a new set of skills for delivering virtual events. However, they were never going to replace live events, and we are still experiencing a ”mini boom” in wanting to be face-to-face with each other. Long may that continue, although I enjoyed the odd virtual quiz without worrying about how to get home!
What changes would you like to see in the events industry?
I think we need some hard non-negotiable rules, regulations and benchmarks on what is deemed to be sustainable within the industry. Undoubtedly, we all want to do better as an industry without affecting the ability to meet face-to-face, learn, network and do business. We need a collective goal we can all align with and work towards. I am aware of the new regulations coming into play very soon, and maybe this is the start. What’s often overlooked at events that you think makes all the difference? I think the end of an event is the key. Like a story, every event has a beginning, a middle and an end.
I was at an event recently where the first impression was good, with a very nice smooth entry, and the content was great, but when it came to leaving, the branding was already coming down, and I found myself walking out through a de-rig. It is something as small as that can undo all the hard work you put into arranging a successful event. I think the last impression must be as important as the first.
Most people who attend events think that once the event is done and dusted, that’s it. However, as an event organiser, it’s one of the most crucial parts of the timeline. In the wrap-up, you can benchmark the results against the KPIs and determine how successful the event has been, it allows you to evaluate what worked and what didn’t and put the necessary measures in place while it is still fresh in the memory.
Finally, what would be your dream event to organise?
Great question – I think it would have to be the original Live Aid, in the old Wembley Stadium. A time when the world stood still to watch as one, a breathtaking moment in time that would have been a privilege to lead.