To celebrate World Book Day, Ben Jeffery-Milheirão, Interim Head of Sales & Marketing at Central Hall Westminster, who has spent the last few years helping to curate and host some of London’s leading influential book and podcast events shares his memories of some of the greatest authors and speakers at Central Hall Westminster and the importance of telling a good story when it comes to hosting events.
At Central Hall Westminster, we have the privilege of hosting some of the most compelling speaking and leadership events showcasing authors and books from all over the world and what strikes me most is that events that resonate the deepest are those that tell the real stories.
To lead is to storytell
When we host authors as speakers or panellists, I’m often reminded of the themes that have come from previous events held at our venue. One example that stands out is when author Jacinda Ardern, joined us to discuss her book A Different Kind of Power. Leadership today is less about authority and more about authenticity, and it’s never been more important for a speaker to connect with audiences while still leaving them inspired.
Similarly, we hosted Steven Bartlett last year for his Diary of a CEO conversation, and what shone through was how the audiences reacted to honest and open conversations, it wasn’t about polished lines and learnings, it was about sharing the journey and every element that provided growth. As venues and organisers of events, it’s so important to create conditions where storytelling can land, both acoustically, visually and emotionally.
Every successful conference has an emotive arc
One of the lessons I’ve learned from hosting high-profile speaking events is that a conference should be designed like a book or even a film.
In 2023, we hosted an evening with Tom Hanks, titled The Making of Another Major Motion Picture Masterpiece. The evening explored the innate detail behind cinematic storytelling and the layers of detail that aren’t always noticed at first, but shape the audiences experience and takeaways, and events are no different.
There are three main elements to any conference as there are with any film; when delegates arrive (an opening scene), keynote speakers and panel debates (rising tension) and moments of reflection, networking and calls to action (the resolution).
It’s important for venues and event planners to work closely to ensure that they aren’t just considering staging but also sequencing. Who opens, who challenges, who inspires and what tone is being set. It’s no different to the storytelling decisions of a film’s director and casting team.
The power of personality
Another imperative dimension to storytelling that is often underestimated in corporate events is humanity.
Some of the most memorable events that we have hosted have brought humour, curiosity and even playfulness to their talks and conversations. In 2024 we hosted beloved comedian and bestselling author, Trevor Noah, who talked about his latest book ‘Into the Uncut Grass’.
During the event, what became very clear to me is that a well-timed moment of light-heartedness can unlock a room and bring a new level of engagement with the audience. A speaker with warmth and wit can transform the tone of an entire conference, or debate, and that tied in with an imaginative format can elevate an event, which might otherwise have a predictable agenda and outcome.
Design for memory, not just attendance
In the age of digital overload, the value of in-person gatherings has never been greater. Slides can be shared, session notes taken, but nothing can take away from the feeling being in the room. Collectively moving, challenging and inspiring an audience can’t be replicated. That is the true power of storytelling in events.
When I look back at the events that we’ve held here over the years at CHW, the key ones that stand out are those where the organiser had clarity of their narrative. Ultimately, they had asked themselves, what is the purpose of the gathering? what journey do we want to take our audience on? and what do we not only want them to learn and most importantly feel?
If World Book Day reminds us of anything, it’s that stories help shape how we understand the world. In the meetings and events industry, we’re not just facilitating gatherings, we are curating experiences that have the potential to shift perspective, strengthen new ways of thinking and influence industries to think bigger.
The question is, what story is your next event telling?
Author: Kizzy Allott
Kizzy Allott is Publisher at Event Industry News, where she has been a driving force behind the brand for over a decade. With a deep understanding of the events sector and a passion for storytelling, Kizzy leads the platform’s commercial and content strategy, connecting the industry through news, insights, and meaningful conversations. She is dedicated to championing innovation, amplifying industry voices, and ensuring event professionals stay informed, inspired, and future-focused.
