Sarah Franczak, chief operating officer at Central Hall Westminster, explores the benefits of industry involvement for individuals and businesses, as well as the wider events community.
The events industry is a dynamic place to be, and building a career within it can be hugely rewarding, but let’s be honest, it’s also hard work. Whether you are employed at an agency, a corporate business, at a venue, or within an association, you are in this industry because you love it, not because the pay is high or the hours are kind.
Working in such a busy industry, you’d be forgiven for only focusing on the day-to-day and your own job. You’d be forgiven for believing that delivering a successful event is enough. And it is.
However, sometimes, it is worth surveying the scene outside the four walls of your organisation and seeing what else is out there, because industry engagement can have a positive impact on both you as an individual and the business you work for or lead.
Before you say ‘I haven’t got time for that’, let me explain a few of the ways the team at Central Hall Westminster has got involved within the wider industry. Not all of them require huge investments of time or money, but they are all beneficial.
Partnerships and memberships
There are some incredible associations and membership organisations representing the business events industry. By joining these groups, attending their events and working in partnership with them and their members, you increase your exposure to and understanding of the wider industry.
Central Hall Westminster is a member of the MIA (Meetings Industry Association), which we find beneficial for many reasons. The accreditation process involved in becoming a member is a trusted kitemark and is invaluable to the business as a promotional tool, giving us a backup to our quality assurance statements and providing reassurance to our valued clients.
Being a member of an organisation also affords access to more places than if we were doing it alone, including to government (because the MIA is a lobbying group), to education and insights (many organisations, like the MIA, run workshops and educational forums) and to peers (many offer networking). It’s great to be able to share ideas and best practices and have different perspectives that we may not have otherwise considered.
We have developed some strong industry partnerships through events with the Association of Event Venues (AEV) and PCMA (Professional Management Association, as well as collaborations with Unique Venues of London and Westminster Venue Collection (WVC). Learnings and new business have been gained from these associations.
The team has worked hard to strengthen our partnership and membership relationships. Several team members have joined working groups in the AEV, which has increased their exposure to and understanding of the wider industry. I joined the board of the MIA last year, and our head of sales and marketing, Rhiannon Thomas, is a board member of WVC.
From a personal perspective, it has been a real privilege to sit on the board and be in a room with esteemed colleagues who have all achieved so much in their respective roles and who bring different perspectives to the table.
Being on the board brings insights and sneak peaks on activity that can (sometimes) be shared with my team ahead of general release, and you also get to be a part of shaping future guidance for the industry, which is so rewarding. It’s also great for my profile, and I’m proud to be able to share that.
Attending and hosting industry events
We’re already in the business of events, but there are also trade-focused events we can attend to further improve ourselves and our businesses. According to the UKEVENTS Report 2024, the business events sector is valued at £33.6bn, making it an opportunity worth capitalising on.
In the last year, my colleagues and I at Central Hall Westminster have attended a variety of industry events, including major trade exhibitions like IBTM and The Meetings Show, as well as smaller events such as the BNC Show (which we are proud to host), M&I Forum, CHS Leeds and the MIA Summit. While attendance at these occasions means time away from your regular schedule, the value they bring makes it well worth the investment.
As a leading London venue, we’ve also been selected as the host of industry events – like the BNC Show and PCMA’s London Labs, which we hosted in collaboration with EMA (Event Management Association), raising our profile across the industry.
Showcasing the business by being an exhibitor at shows like IBTM has landed us new business. One high-profile win gained through show attendance this last year has contributed almost 12% of our expected revenues.
But it’s not just financial benefits we gain from attending and hosting events. They facilitate networking, allowing us to rub shoulders with colleagues from other venues, catch up with clients and find out about new products and services that can improve the service we provide.
Understanding what’s happening in the industry can also help with strategic decisions. Updates on North America and Europe gleaned from London & Partners helped us plan effective strategies when it comes to planning annual exhibitions.
Engaging in the wider industry isn’t all about building business or a personal profile. There is something special about connecting with others who have similar goals and understand what it’s like to work in this high-paced, rewarding industry. When I meet colleagues from other venues, it’s like meeting old friends. It’s a small world and one that’s worth exploring. My advice is to get out and engage. The feel-good factor is hard to beat!
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