The Surrey-based international events company has geared up to invest in 10 new shows over the next three years with an innovative approach to support ambitious events professionals.

The Initiative

Award-winning organisers, Completely Events, are actively seeking to expand their portfolio of events by launching a brand-new campaign to nurture and grow new show concepts and transform them into a reality. 

The idea behind the Catapult initiative is to engage with specialists and professionals within the event sector who have an idea for a new event, or have spotted a gap in the market, but need the funding and resource to transform the show from an embryonic idea into reality.

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Whether it’s a completely new show concept, or an idea born from a gap in an evolving market, Completely Events, a family-owned, independent business based in Guildford, will select from the submitted concepts and provide the funding and resource to bring the show to life, providing the successful applicant can demonstrate a fully comprehensive and achievable business case.

By launching this campaign, the Completely Events portfolio of shows is expected to grow across new sectors, launching at least two new shows every year from 2020 onwards.

Why Launch The Catapult Campaign?

Dom Millar, CEO of The Completely Group, explained: “For the past 18 years, our core business has predominantly been within the real estate sector, but the launch of The South East Wedding Show for 2019 has demonstrated to us that it’s fairly straightforward to adapt and expand our portfolio when you have a great idea and a team that’s engaged, enthusiastic and creative.

“We’re looking at every opportunity on a case-by-case basis. As well as venturing into new markets, there are many trade and B2C shows that have perhaps been resting on their laurels and are ripe for disruption and innovation.

“We’re looking to engage with and support experienced event professionals who have identified an opportunity for a new show that will benefit from the resources, relationships and infrastructure we have in place as an award-winning events business.”

Reputation and Resource

Completely Events has already invested significantly into its own event infrastructure and software, with dedicated team roles in place for the sales, marketing and production of existing events. Its sister company, Completely Creative, is a full-service design and digital marketing agency. This enables a comprehensive end-to-end solution for implementing a successful new event.

Any selected new concepts from the Catapult initiative will benefit from this range of in-house expertise, which will in turn reduce costs and ensure competitively-priced events for both exhibitors, participants and attendees.

In addition to the implementation of concept to fully-realised event, Completely Events will provide full financial support to carry out the show and mentor successful applicants.

A Forward-Thinking Ethos

An example of the type of venue and supplier partnership Completely Events has already entered into includes an arrangement with Farnborough International Conference & Exhibition Centre, where Completely Events will be holding the inaugural The South East Wedding Show in September 2019.

Michael Watton, venue director at Farnborough International Exhibition & Conference Centre, said, “We are delighted to get behind this new initiative from our friends at Completely Events. It’s in all our interests to help new events thrive at our state-of-the-art facilities. We aim to support and help de-risk new initiatives such as this.

In addition to this focus, Corporate Social Responsibility plays a huge part in the Completely Events approach to organising shows, with sustainable methods and minimal waste high on the agenda. In 2018 Completely Events partnered with the ZSL London Zoo #OneLess campaign for Completely Retail Marketplace UK, pledging to remove single-use plastic from all events going forward and instead station water coolers around the venue. 

Molly joined the editorial team in March 2019. She has several years’ experience working in broadcast and journalism, as well as marketing and PR. Past experience includes working for the BBC and independent publishing houses. If you have a story you think Molly might be interested in, please email: molly@eventindustrynews.com