Headline: Repurposing the Business of Events

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Creating – Engaging – Informing – Learning – Promoting – Transforming

This paper is the first in a series being prepared by Susan Spibey, IEM Executive Board Chair, on Repurposing the Business of Events to support the Events Sector worldwide. It formed her presentation on 28 January 2021 at the Virtual #BuildBackBetter Round Table organised by Positive Impact towards UNFCCC COP-26 Climate Change Conference Glasgow November 2021.

The world has changed, every human on the planet has been impacted by the Covid-19 virus and there is no going back.

BUT we as Event Professionals now have a great opportunity in 2021 to take the lead to help in the process of ‘#buildingbackbetter’ through repurposing the business of events.

This year the UK hosts the UN Conference on Climate Change COP-26. Yes it is an ‘event’ and the whole country has the opportunity to make its mark on this timely and momentous occasion in the race to Zero Carbon. A paradigm shift is required for the UK Events Sector to position itself as the world leader in responding to the UN Sustainable Development Goals. The Institute of Event Management is now in the process of redeveloping its national occupational standards into a suite of professional standards which will include the common thread of sustainability at all levels of event management from creation through to delivery, evaluation and legacy. We now have the opportunity to further embed innovation into our everyday actions of organising events sustainably.

IEM ACTION
The way forward is redevelopment of the professional standards for event management ensuring sustainability is embedded as a common thread throughout.  The Institute of Event Management (IEM) is a professional body based on the standard UK model which will aspire to become chartered once it fulfils the necessary criteria. It will provide professional recognition to individuals and support employers in the development of skills and training towards opportunities for lifelong learning. As a professional body it will work with a Panel of Stakeholders (Employers, Trade Associations, Individual Practitioners and Specialists) on building ‘Skills for Events’ to:
• establish Skills for Events Panel, representative of the whole of the sector (see Event Sector Matrix)
• define the professional standards required for event management at every level of the sector (see Event Sector Matrix)
• review current best practice and existing standards to determine whether they remain fit for purpose
• revise existing standards or create new ones as necessary
• ensure sustainability, inclusion and diversity are embedded into the standards
• agree levels of professional recognition for individuals through three routes – accreditation, experience or ‘on the job’ learning eg the
apprenticeship model
• submit standards for approval and implementation
• agree model for accreditation

IEM INVITATION
The way forward is to become an IEM stakeholder to ensure a sustainable talent pipeline; support the review of standards; creation of new standards; and a Higher Level Apprenticeship in Sustainable Event Management, positioning the UK as world leader.  The IEM opened to members in October 2020. Our Founding Partners and Fellows include the Association of Event Management Educators, individual
Institutions, organisations, Professional Event Organisers, and individual practitioners from a range of organisations.  The first task is to transform the current framework of occupational standards into a suite of professional standards setting out core knowledge and behaviours as well as identifying key competencies and specialist knowledge requirements. The key purpose being to set the international benchmark for
the events profession, using the standards to make better decisions, act with confidence, drive change and enable career progression.
In developing the standards and pathways to professional recognition the IEM will engage with all those who recognise the importance of the role of a professional skills body for the events sector and in the benefits of professional recognition and lifelong learning opportunities.
As the accrediting body, the IEM will offer professional recognition to individuals, raise the profile of the sector worldwide, provide a body of
knowledge, and the opportunity for upskilling and lifelong learning. Its continuous professional development opportunities will mostly be offered through third party accredited suppliers and institutions.  In developing its services, the IEM will provide opportunities for global
connections, lifelong learning, peer engagement, together with a body of knowledge.

IEM INVITATION
The way forward is to join the IEM Skills for Events Panel to ensure the professional standards remain fit for purpose, promote sustainable best practice, innovation, opportunities for upskilling and professional recognition.  In its response to planning for the UN Conference on Climate Change COP-26, the IEM is planning to:
(a) Produce the new Professional Map for Sustainable Event Management Standards in collaboration with the UK and wider events sector, including all who have to organise events for many different reasons.
(b) Produce the accreditation framework and process for courses delivered by Institutions and Organisations.
(c) Create the IEM Qualification Framework to define membership levels of: Associate [AIEM], Member [MIEM] and Fellow [FIEM]
(d) Campaign for a Higher Level Apprenticeship in Sustainable Event Management with specialist modules for exhibitions, meetings, outdoor events and festivals.
(e) Campaign to move the ONS Standard Occupational Codes [SOC] to the Professional level and include events in the Standard Industrial Code (SIC).
(f) Promote the Profession’s sustainability goals worldwide and encourage supply chain businesses and partners to join the campaign.
(g) Ensure the development of ISO20121 Sustainable Event Management planned for 2022 and being led by the UK British Standards Institution [BSI] meets the needs of IEM’s Sustainable Event Management Standards and the Profession globally.
(h) Enable UK Event Professionals to connect with the Global Community of Event Professionals to work collaboratively and sustainably in sharing business opportunities as well as building knowledge and skills.
(i) Establish a strong pipeline to maintain creative, innovative and sustainable solutions in event management to ensure continuity and
long-term sustainable development of the profession.

The way forward is to recognise the value which a professional body for the events sector can bring to UK Event Professionals and Event Professionals worldwide post-pandemic and post-Brexit. The IEM is working with the Office for National Statistics and BVEP Vice Chair
to further develop the SIC and SOC Codes to ensure they are fully understood by employers and all event professionals.
The IEM has already engaged with Government Departments BEIS, Cabinet Office, DCMS and DIT together with Nations and Regions, the APPG for Events and leading public, professional and trade bodies to promote the benefits of a professional body for the Events Sector for mutual benefit.

The IEM is also further developing engagement opportunities with international stakeholders in the events sector for mutual benefit.

 

Point of View: Jenny Davies

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Jenny Davies
Deputy Events and Duty Manager at Buckinghamshire New University
https://www.linkedin.com/in/jenny-davies-660b3037/

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Jenny is in Commercial Events hire at Bucks New University which includes coordinating venue hire, internal events support, filming location hire, Summer School management, Graduation and Welcome Week.  Prior to that she was involved in Recruitment Events organising Open Days and Applicant Visit Days across three campuses, organising and attending UCAS Fairs across the UK for student recruitment, attending European recruitment fairs in France and Spain, and running the Student Ambassador scheme.  Jenny has also done freelance work for London New Years’ Day Parade, UK School Games, Royal Albert Hall events, BBC Countryfile and fundraising events.  She has also done volunteer work for International Scouting trips and Marsh & Micklefield Big Local Outdoor Cinema Events.

Q What does the IEM mean to you?
A The chance to get a professional recognition for my career, the chance to network with like minded individuals, to share professional work standards and complete relevant, accredited career training.

Q Why did you decide it was important for you to get involved?
A My workplace is not a ‘standard’ events location, but my skills are transferable so being able to get recognition for this and to have my work recognised under the IEM banner if I decide to move to another events role.

Q Where do you hope to see the IEM in 20 years’ time?
A Offering support and benefit to its members across all strands and variations of events management: conferences, accredited courses, networking, jobs board, sharing best practice, inclusivity and mentoring.

Q What is your favourite event related memory?
A At the London New Years Day Parade, one of the most fun things I’ve done is drive the roads around Green Park and Piccadilly at 6am on New Years Day in Golf Buggy’s before the roads were closed – a unique experience! In subsequent years I’ve also followed the parade of horses, shovelling, so each year has offered a very different role!

 

Point of View: Laura Miller

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Laura Miller
Director of the Match Group at VIP Matchdays

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Laura is a Director of VIP Matchdays, an experienced corporate hospitality and events company with over 20 years’ in the industry, specialising in finding the absolute best hospitality packages for clients at key events and venues around the UK and abroad.  Prior to that she was Head of Hospitality at Super League Hospitality – the Official Hospitality Partner to Betfred Super League, responsible for the delivery of hospitality for their key events: Magic Weekend and Super League Grand Final – Head of Commercial at Doncaster Rovers FC – responsible for the day-to-day management and strategy for the business side of the football club, managing a team of commercial staff to deliver a sponsorship budget of £1.4m. – and Project Manager at International Stadia Group – raising over £60million in revenue streams for Football and Rugby Clubs and their New Stadia.

Q What does the IEM mean to you?
A The events sector has always been hugely important to us as a company but also me as an individual. The hospitality agencies have not been represented throughout the pandemic but we see the contribution of event managers everyday to support and help the sector and clients. We know what it takes to run an amazing event we hope IEM can help young people get into the industry and show them this too.

Q Why did you decide it was important for you to get involved?
A We decided to get involved because we wanted to show our support for the industry in the hardship that it has experienced in the COVID-19 pandemic and want it to bounce back. It is now the perfect time to transform the industry to bring more young people into the events sector and we think IEM is the perfect way to do this.

Q Where do you hope to see the IEM in 20 years’ time?
A To provide training courses, prompt people to have qualified people or experienced event companies to manage more events for clients and more representation for event planners.

Q What is your favourite event related memory?
A Nothing beats seeing your team win at Wembley and I was very fortunate to experience the ultimate day out back in 2008 – I saw my own hometown team (Hull City) promoted to the Premier League via the Wembley Play Off Final on the Saturday then going back the next day to watch my club I worked for Doncaster Rovers, beat Leeds Utd to be promoted the Championship on the Sunday. An amazing weekend of memories never to be forgotten.

 

Point of View: Rachel Jones

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Rachel Jones
Events Officer at Teesside University
https://www.linkedin.com/in/rachel-jones-29021631

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Rachel is a Microbiology graduate, but science and she parted ways in the final year of her  studies when she was elected as a Students’ Union officer. Following this, Rachel joined Teesside University’s Student Recruitment Team and part of the job was to deliver small events, where she discovered that was what she loved to do.  Rachel was keen to do a postgraduate course and her manager suggested an Events Management Master’s, which she completed in 2014 with Leeds Beckett University, and then secured a role as the Events Officer in 2017 delivering the University’s corporate events calendar with the support of a small team.

Q What does the IEM mean to you?
A I’ve been involved in professional bodies in the past; they provide a great network full of ideas, support, and inspiration. They were invaluable to me early on in my career and I’ve been privileged to give back by delivering training sessions to newer members. This is what the IEM means to me – a start for those new to the sector, helping established event professionals improve, and being a supportive network for all.

Q Why did you decide it was important for you to get involved?
A I completed my Master’s degree in 2014 and have been in a dedicated events post since 2017. I’m at a stage of my career where I’d like to branch out my network in order to develop myself and the IEM is a perfect opportunity for this. As an in-house event professional, it’s important to get out there and work with others in order to improve what I do, and give something back to the industry I’m part of.

Q Where do you hope to see the IEM in 20 years’ time?
A We’re in such a diverse industry but we often share a similar set of challenges. I see the IEM as offering a network of contacts, shared resources and experience, but above all I see the IEM as being a voice of the industry.

Q What is your favourite event related memory?
A This is cliché but it really is hard to choose, so I’ll have to give some highlights: I was lucky enough to get to go to the Radio 1 Big Weekend in 2019 when it was a few miles away from my home. To see some of my favourite artists so close to my home was great and took me back to the days when the Roadshow would come to the very same location when I was younger. I was lucky enough to go to a gig at Lust Glaze Beach in Cornwall a few years ago – it’s a truly unique setting and added so much to the event. As an organiser, it would be the first set of Summer graduation ceremonies after I joined our events team. It was the culmination of months of planning, was my biggest event since taking up my post, and there was such a lovely atmosphere.

 

Point of View: Prof. Dr. G. Keith Still

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Prof. Dr. G. Keith Still
Director at Crowd Risk Analysis Ltd
https://www.linkedin.com/in/gkstill/

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Keith specialises in teaching the principles and applications of Crowd Safety and Crowd Risk Analysis and he developed an MSc in Crowd Safety and Risk Analysis at Manchester Metropolitan University.  He has over 30 years of experience consulting on major events around the world (UK, USA, Australia, Saudi Arabia). His projects include the crowd management planning for the Royal Wedding (UK 2011), Manchester United and Manchester City Victory Parades (UK 2011), Westfield (UK 2012), Olympic Park (Sydney 2000 and UK 2012), Al-Haram (Saudi Arabia 2000 – 2012), Al Jamarat (Saudi Arabia 2000 – 2005), Texas, USA (SXSW/Austin 6th Street 2010 – 2013), Kendal Torchlight Carnival, UK (2013), Manchester City (Etihad Stadium) development (2014), Commonwealth Games (2014, 2020).  He has developed several leading crowd simulations systems (including the original Legion crowd modelling software, the Paramics UAF interface, Myriad, Shepard, Dwell modelling, Tawaf and the 3D RTDS tools) and written a book “Introduction to Crowd Science” which covers the last 30 years of teaching the principles and applications of the crowd sciences, modelling, monitoring and managing crowds in the built, and complex spaces.  Keith is also an Expert Witness in crowd safety, crowd risk analysis and personal injury at events and has worked on cases in the UK, Europe and USA.

Q What does the IEM mean to you?
A Professional body directly related to my field of expertise.

Q Why did you decide it was important for you to get involved?
A Keeping in touch with the industry.

Q Where do you hope to see the IEM in 20 years’ time?
A Professional standards for crowd safety and risk analysis.

Q What is your favourite event related memory?
A Working with the Saudi Government on Hajj projects – 3,000,000 people per day passing through design elements I had signed off on for safety.

 

Point of View: Richard John

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Richard John
C.O.O. at Realise Me Ltd
www.linkedin.com/in/mrrichardjohn/

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Richard is C.O.O. of Realise, an events learning and development consultancy, which also provides specialist support for organisations working across all areas of the events industry, and delivers the new events assistant apprenticeship programme.  He is the creator and MD of Ideas Nest, the website that acts as a ‘dating agency’ for those who have great ideas and are looking for supporters and investors to make them a reality.  Then in his ‘spare time’ Richard undertakes a variety of consulting, advisory, speaking, mentoring and NED roles for event agencies needing the guidance that comes with grey hairs and battle scars.  He is also happy to start with sharing free advice and opinion to early stage businesses or those struggling with life’s challenges.  As if that wasn’t enough, Richard has had the pleasure of writing for several leading business magazines covering the meetings and events industry, as well as presenting and facilitating at numerous events around the globe.

Q What does the IEM mean to you?
A Recognition of the impact that the Meeting and Events delivers to every facet of our world.

Q Why did you decide it was important for you to get involved?
A I’ve always been supportive, and get fed up of too many people in the industry blowing hot and cold.

Q Where do you hope to see the IEM in 20 years’ time?
A As a Chartered Institute. Also, wheeling me out on an annual basis to an adoring crowd.

Q What is your favourite event related memory?
A Probably the launch of the Austin Montego in Cannes (I was very young) when we made the car fly!

 

Point of View: Emma Poxton

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Emma Poxton
Events Consultant at Northumbrian Water Group
www.linkedin.com/in/emma-poxton

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Emma has worked with Northumbrian Water Group since 2006, where she started in a support role for the wider Corporate Communications team learning more about the external communications, events, corporate responsibility and marketing roles. Her reporting line was within the Events team, and that’s where Emma’s passion for events began, as a majority of her time was spent supporting her team with the admin tasks for and the setup of internal and external events. In 2014, with the introduction of a new Internal Communications team, Emma was able to advance her career in a role that focused solely on how the organisation engaged with and made the company a great place to work for the employee audience. During this, she continued to deliver internal focused events like roadshows, conferences and awards ceremonies, as well as the more technical aspects of keeping employees up to date through producing and editing content for digital comms channels, alongside completing her foundation and advanced diploma with the Institute of Internal Communications. Towards the end of 2020, an opportunity arose for Emma to move back into a full-time events role, where she is now fully responsible for events for both internal and external audiences.

Q What does the IEM mean to you?
A Starting out in a new role at a time when the world of events has seen its biggest shake up due to the pandemic, it’s great to have a central place to seek advice and best practice and connect with other event professionals. It’s also great to have a professional body to set out a standard of skills and knowledge to make sure I’m always striving to be at the top of my game.

Q Why did you decide it was important for you to get involved?
A I really valued the support from the IoIC and the courses they offered to help me develop my skills while in my Internal Comms role and I wanted to have that same network of support and opportunity to build my skills in my new role.

Q Where do you hope to see the IEM in 20 years’ time?
A I hope the IEM will be an established body, with lots of members from a diverse range of organisations and skill levels that come together to share, learn and champion the event management profession.

Q What is your favourite event related memory?
A The first event I attended that made me think “Wow this is what I want to do for a career,” was at a retirement event for our then chairman at Beamish Museum in Co Durham. We had private access to the museum and were transported to drinks reception in the 1900’s town via a tram, before heading over to a beautifully illuminated marquee next to a vintage fairground. Fast forward 12 years and my favourite event that I delivered was our Greatest Showman themed employee awards, complete with ringmaster compere, big top projection mapping on the walls and a hot air ballooning elephant floating from the ceiling!

 

Headline: Event Professionals – on the road to Government recognition

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The Institute of Event Management (IEM) together with the Business Visits and Events Partnership (BVEP) submitted comments to the Office for National Statistics (ONS) with proposed revisions and additions to their SOC2020 draft.

The Standard Occupational Classification Codes is the system that categorises jobs into general types for the purpose of collecting, calculating, analysing, and disseminating data. The SOC covers all jobs in the national economy, including occupations in the public, private, and military sectors.

As reported in the BVEP’s UK Events Industry Report, chapter 6 on People, the jobs undertaken by those in the events industry are scattered, hidden and non-existent in the existing SOC codes.

As part of the consultation process by the ONS on SOC extension codes, it was requested that the code 3557 ‘Conference and Exhibition Organisers and Managers’ be changed to ‘Event Managers’. As this level was not part of the consultation it was thought unlikely that this would be approved. The ONS have however agreed to change the new SOC2020 codes so that 3557 is now entitled ‘Events Managers and Organisers’. All the new codes to download at the ONS website.

3557: Event managers and organisers
SOC-EXT2020 SOC-EXT2020 Unit Group Title
3557/01 Conference managers and organisers
3557/02 Exhibition managers and organisers
3557/03 Festival managers and organisers
3557/04 Hospitality managers
3557/05 Wedding planners and organisers
3557/99 Conference and exhibition managers and organisers n.e.c.

Susan Spibey, Executive Board Chair of IEM, commented that “this is just a first step towards official recognition of the sector.  There is still much work to do as this does not cover the main SOC Code work neither SIC Codes which are used by businesses to register at Companies House. Again, Events does not exist on the SIC Code framework.”

Caroline Jackson, Vice Chair of BVEP and Chair of the Skills & Talent Working Group commented that “we are really pleased that the ONS, and the bodies involved in deciding on the new SOC extension codes, have recognised the need for the generic title of ‘Events’. Once this has been published, it will be up to employers and researchers to ensure that those codes directly related to events are used. For too long the valuable events workforce has gone unrecognised and the pandemic has highlighted the need for official figures that the Government accepts.”

 

Point of View: AEME

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Association for Events Management Education
https://www.linkedin.com/groups/2371448/

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

The Association of Events Management Education (AEME) was founded in 2004, with the central aim of advancing events education within the UK and overseas higher education institutions.

Q What does the IEM mean to you?
A AEME have known the IEM founders since 2006 and at the Annual Forum in 2016 the need for professional accreditation for the industry was discussed and presented by IEM.  This was further developed at the 2017 event and since then it has been on the agenda of AEME.  As an educational association that provides support for the Higher Education sector delivering Event Management courses throughout the UK, we decided that it would be useful to have a voice in the development of the IEM and for the benefit of our members and students at our member institutions.

Q Why did you decide it was important for you to get involved?
A The majority of our members are lecturers and have held positions within the Events Industry or gained experience in supervising their students to create successful events within their local communities.  As such our members have extensive experience of both event theory and praxis.  Therefore, it was felt that AEME could offer much to a partnership with the IEM and vice versa.  In particular AEME and the IEM can work together to develop a professional and fit for purpose accreditation programme for the industry and University level academic courses.

Q Where do you hope to see the IEM in 20 years time?
A It is hoped that working together AEME and the IEM would have fully developed the above-mentioned course accreditation and that this would be accepted by Industry and rolled out across the events sector and that IEM would be a significant voice for the industry with annual membership of over 5,000 and Chartered status gained.

Q What is your favourite event related memory?
A As an organisation, there are many favourite memories  related to the forum that AEME hosts annually.  This year the event is being hosted by partner University of Brighton with a theme centred around Diversity and Inclusion.

 

Point of View: Simon Venn

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Simon Venn
Head of Events and Partnerships at The ReThink Academy Ltd
linkedin.com/in/simonvenn

As part of our commitment to championing the industry, we are talking to people about their careers and what IEM means to them.

Simon has over 20 years experience in the events, exhibitions, conference and meetings industry in an operational programme and project delivery capacity.  He has worked in both the public and commercial sector, managing and delivering event programmes, driving revenue streams, managing large project teams and partnering with commercial organisations and relevant stakeholders to deliver required outputs and outcomes.

Q What does the IEM mean to you?
A much-needed organisation to provide support, insight, training and information to help me grow and develop as an event professional.  Also providing an opportunity to keep engaged and UpToDate with other event professionals and, most of all, a place that can promote recognition and accreditation to all the hard-working professionals in the events industry.

Q Why did you decide it was important for you to get involved?
A Pretty much in the middle of COVID-19 in mid-2020 when I saw so many colleagues and contacts collaborating and reaching out together – we need a central body and institute to represent us as a profession.

Q Where do you hope to see the IEM in 20 years’ time?
A national membership with over 25,000 members and a growing international membership.

Q What is your favourite event related memory?
A As an Events Director of a 4-day event at the 02 arena, having absolute free reign of the whole venue and access to all parts and getting excited about who had used the toilet in the changing room we were using as our office.