IN THE SPOTLIGHT
For me, it remains the proudest moment of my life, not just professionally but personally. Every single person at LS Events played a role. That collective effort built enormous pride, loyalty and confidence, which we carry into every major event we now deliver.
LS Events has evolved significantly in recent years. How do you see the business now, and where is it heading? Since I joined in 2019 as projects director, and in my current role as VP of strategy and engagement, growth has been a key focus. While we were known primarily as a music festival agency, that was never the full picture. The senior leadership team mapped out a clear strategy to diversify into sport, ceremonial events, creative partnerships, food and beverage, and pan-London delivery— while always honouring our music roots.
The last five years have proven that approach works. We’ re proud of our role in Pride in London, our growing sports portfolio, and our continued expansion in music, including launching LIDO with AEG and supporting new festivals such as the Roundhay Festival in Leeds.
What really differentiates us now is our ability to go from concept to delivery. We understand the operational realities of live events, which allows us to help brands create meaningful, emotional connections not just logo placement. Sport, in particular, is a major growth area, building on our work across Formula E, SailGP, the UEFA Champions League Final and beyond.
Looking ahead, we’ re excited, ambitious and busy, with a strong pipeline and a clear vision for the next five years.
If you could change one thing about the events industry overnight, what would it be? IAccess to the industry. I’ d particularly like to see the number of people who feels this industry is‘ for them’ broadened significantly, and I don’ t just mean diversity in the traditional sense. I mean ensuring that people from any background can see a place for themselves in the live events industry.
Grace Noest
“ WITHIN HOURS, WE HAD TO MOBILISE AROUND 12,000 STEWARDS, HUNDREDS OF FREELANCERS, AND AN ENTIRE SUPPLY CHAIN.”
This industry has given me an extraordinary life: unforgettable experiences, lifelong friendships, moments you could never plan for. I want the next generation to feel confident saying yes to opportunities, even if they don’ t see themselves reflected in our industry at first glance.
At LS Events, we run something called Road to LS, where every team member shares their journey— where they grew up, where they went to school, how they arrived here. The variety is incredible. This industry needs a wide range of skills, personalities and perspectives, and we have to demystify that pathway collectively.
When you get the chance, how do you unwind? This industry is all-consuming and I love that but I do need time out. I have three teenage boys, which is a job in itself. My absolute therapy is horse riding. Getting out into the countryside, galloping as fast as I can with the wind in my hair. That’ s where everything resets. After that, I feel ready to take on anything.
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