Behind the scenes of every successful business is a stellar team that can take a company from mediocre to mind-blowing. We want to shine a well-deserved spotlight on the faces behind Everyone Events, who work tirelessly to put together the stunning events that we’re known for.
To kick off this series is Emma Cherry, Regional Events Manager for the South East.
Can you tell us a bit about your route into events and why you chose the events industry?
I’d always enjoyed organising events so during university I dipped my toe in the water through a few internships and voluntary positions that gave me a good insight into the sector. I landed a job in PR after my degree, which further ignited my passion for events as I particularly loved the events aspect of the role. From there, I moved into my current position as Regional Events Manager at Everyone Active, where I get to ‘do events’ every day! I relish the fast pace of the industry, enjoy interacting with lots of different people and juggling eight million things at once!
You were instrumental in growing the Everyone Events brand, what were the first steps you took to do so and how has this contributed to the overall success of the events brand so far?
The first step was to review the existing offering and client base and conduct some market research. I started by growing the business with existing clients and then identified new customers we could target. Establishing a marketing plan was key – the website, social media, print materials, etc. – as well as fostering relationships with suppliers and other partners. The acquisition of the Westminster contract – comprising the iconic Porchester Hall, amongst other fabulous venues – in July 2016 was a huge factor in the growth of Everyone Events.
You are Regional Events Manager for Everyone Events, what does your role entail and what does a typical day look like? If there is such a one!
My role is to develop a commercially focused events programme across the South East region of Everyone Active, which now comprises of over 80 sites. No two days are ever the same in the world of events. One day I could be in the office having meetings with clients and suppliers, planning impending events, responding to tons of enquiries while the next I could be overseeing the delivery of a 400 person conference and black tie dinner or leading on a business tender.
What qualities do you think make a good Events Manager?
Definitely good time management, organisation and interpersonal skills as well as creativity, enthusiasm and a keen eye for detail.
What do you think makes a good event and is there one stand out event you wish you had been involved in?
Impeccable organisation and something a bit different that surprises, excites and engages people. I would have loved to have been involved in the London 2012 Olympics.
What is your proudest achievement since working with Everyone Events?
I think the growth of the business. Trade has increased 157% in the last three years and the only way is up!
The events world is constantly evolving as companies continually try to exceed client’s expectations. How do you stay up to date with the industry and what do you see as key trends moving forward?
There’s a few must-read blogs that I use to stay informed and get inspired; Bizbash, Event Manager Blog and Event Industry News. In terms of key trends moving forward, technology will always play a huge role and I think VR will continue to grow in importance. By enabling event professionals to transport clients into their venue from anywhere in the world, it allows them to truly visualise their event. Mindfulness and wellness are other trends I think are here for the long haul. Giving guests breaks to breathe, reflect and regroup with hands-on workshops, outdoor activities or wellness activities is a fantastic way of rejuvenating the mind and fostering engagement.
What advice would you give to somebody starting out in the events industry?
Never be too afraid to ask and keep on learning. Think outside the box!