Last Word
First it was blue, celebrating
the heroism of the NHS.
Then it was red, as event
production teams lit up
buildings to highlight
the desperate plight of
businesses and freelancers
having their livelihoods shut
down.
Next, it is green as the
Industry gets the go ahead
to reopen from 1 October,
subject to the outcomes of
pilots and infection levels
remaining under control.
But what will colour the
speed of recovery and
ongoing health of the
events industry will be the
measures and approach
taken during what could be a
prolonged period of building
back business and public
confidence. The Events
Industry Board has been
consulting on proposals to
ensure the UK retains and
enhances its competitiveness
as the recovery gathers pace.
Part of this must be
immediate support to
sustain businesses and
people who work in the
industry. If the cultural
sector can receive a £1.57bn
package, surely the £70bn
events industry, which
delivers so much tangible
benefit to the economy, can
claim a comparable package.
Despite many of
the existing support
programmes ending this
autumn, there is growing
pressure for more targeted
help to those industries
which will still be challenged
to trade viably for some time
yet.
Part of any package should
help the inevitable pivoting
of many event companies
and their freelance
Michael Hirst
Michael Hirst, chair of the Events Industry Board,
outlines the role of the events industry in the
coming months
communities to new
opportunities. The industry’s
enviable skillsets can
stimulate innovation, create
new products and alternative
services that undoubtedly
will emerge.
A recovery plan needs
to focus on business and
customer incentives,
encouraging organisers,
exhibitors, delegates and
audiences back to using
live events to stimulate
trade, expand business and
intellectual capital and
create vibrant community
experiences.
The lack of focus on the
industry during the crisis
has shown that it lacks the
power, punch and perception
that it deserves. Many
argue that while events
drive the visitor economy,
provide a platform for
trade, communication and
knowledge exchange and
present unique experiences,
no joined up mechanism
exists within Government to
take advantage of the power
of events to deliver.
The industry is determined
to ensure that it no longer
falls through the cracks. The
current campaign ‘We Make
Events’ is only the start of
building a ‘One Industry,
One Voice’ message, which
will emphasise the power of
events to inspire, educate,
celebrate, support society
and grow the economy.
From a Government
perspective too, this is
being seen as a necessary
task. The Events Industry
Board has already created
an ‘International Business
Events Action Plan’. This
sets out a vision and
programme of advocacy,
financial support, marketing
and promotional plans,
improving the welcome for
international visitors and
enhancing capacity and
connectivity. In the light of
the impact of Covid-19 the
priorities within this Plan
are being reviewed.
Further raising the
profile and value of the
events industry, within the
economic infrastructure
of the UK requires the
creation a cohesive plan
around a set of robust
policies. Positioning the UK
as the destination of choice
for international events
is critical as the country
seeks to enhance its global
position. Bringing resources
together across Government
departments to do this
would seem another big
opportunity arising from
this crisis.
As the colours marking this
pandemic for events change
from blue to red to green,
and the clouds of Covid-19
begin to disperse, let us
remember that every cloud
has a silver lining and much
of what the Industry has
always yearned for in terms
of support, recognition and
greater appreciation could
yet well emerge.
54 — September