April 2010 Blog Archive

30th April 2010 What Next?

The past 18 months have thrown up all sorts of challenges for the Events industry, first the global recession, then airline strikes and now volcanic ash! Who would have thought Iceland could have such an effect on the global economy.

I’ve been delighted to read about the great work being done by UK event agencies to fulfill event projects around the globe. I’ve read stories of agencies hiring cars and driving to Spain, Athens & Istanbul (and having got there they now can’t get back). I even know of someone who was flown on a private jet (below the ash cloud of course) to Istanbul via Paris, he assures me it was the only way to get there and he highly recommends it!

Our trade body Eventia, have today reported that 65% of events have been cancelled or deferred as a result of the disruption. Another factor now coming into play is ‘purdah’, this is the period between the announcement of an election and the date on which an election is held. During this period existing government, civil servants and public bodies do not engage in, or appear to engage in, activities that could affect voters' thinking. As a result the vast majority of Public sector events (RDA’s, local authorities etc) have put a freeze on their events.

Undoubtedly all of these factors will have a major impact on an industry in the midst of a delicate recovery. However the worst thing anyone can do is panic, reduce their prices and ultimately devalue what it is we do as an industry. Events are still the most effective form of marketing and communication and we should be proud of what we do. We’re a creative industry and we need to change the perception of events and event agencies from ‘guilty pleasures’ to an essential marketing and communication channel.

The best event agencies evolve and ultimately stand the test of time. Challenges will continue to arise but one thing is for sure, those who have a clear and compelling offer will continue to thrive no matter what’s thrown at them.

Thankfully our resident author Ellie will be back next week after her extended stay in Bangkok. Ellie you’ve been sorely missed and we hope you’re refreshed and ready to get stuck in.

Chris Teague,
Director.
Contact Chris regarding this blog.