This year marks my ten-year anniversary with the AEO – it’s hard to believe how much has changed. When I first joined, I was stepping into an organisation with a rich history and a solid reputation, but what we’ve achieved together since then has been nothing short of transformative. We’ve navigated challenges, embraced innovation, and, most importantly, fostered a community that’s more vibrant and engaged than ever.
Building a community, not just a membership
One of the most rewarding aspects of my time at AEO has been watching our membership grow—not just in numbers, but in the depth of connection and collaboration. When I started, we had 63 members. Today, we’ve grown to 103. This isn’t just a statistic; it’s a reflection of the trust and value that people find in being part of our community.
We’ve worked hard to ensure that joining the AEO isn’t just about signing up for a membership—it’s about becoming part of a network where everyone has a voice. This growth has allowed us to expand our impact, bringing more voices to the table, fostering more collaboration, and ultimately delivering more value to everyone involved.
A key part of this growth has been our commitment to diversity and inclusion. We recognised early on that to truly represent our industry, we needed to ensure that our membership—and our leadership—reflected the diverse world we live in. This has been a conscious effort, from the way we structure our events to the voices we elevate in our discussions. By prioritising diversity, we’ve enriched our community and created a space where all perspectives are valued.
Events that go beyond the ordinary
Events are a centrepiece of what we do, and over the past decade, we’ve seen them evolve from standard industry gatherings to truly unforgettable experiences. Our flagship events—the AEO Forums, AEO People’s Awards, AEO Excellence Awards, and the AEO Conference—have all become highlights of the industry calendar, selling out year after year.
But it’s not just about the numbers. The real success lies in the stories we hear from our attendees—the new partnerships that are formed, the ideas that are sparked, and the genuine connections that are made. There’s something uniquely powerful about bringing people together in a room, where the collective energy fuels innovation and growth.
One of the most exciting developments has been the introduction of the AEO People’s Awards, a new event specifically designed to recognise the often-unsung heroes within our member organisations. This event has quickly become a favourite, not just for those who win but for the entire community, as it celebrates the people who make our industry thrive.
The success of these events isn’t just a happy coincidence; it’s the result of meticulous planning and a team that works seamlessly together.
Championing the industry through advocacy
If there’s one area where we’ve truly made our mark, it’s in advocacy. The events industry has always been a vital part of the economy, but it wasn’t until the past few years that it started getting the recognition it deserves – the result of persistent, strategic efforts to make our voices heard at the highest levels of government.
We’ve worked hard to ensure that the concerns of our members are not only heard but acted upon. Whether it’s through our member advocacy engagement plan or the high-value economic impact reports we’ve commissioned, our goal has always been to demonstrate the critical role that events play in the economy. Our efforts have led to some significant wins, including increased recognition at the national level and greater involvement in key government initiatives.
This work is about ensuring that our industry has a seat at the table when important decisions are made. The inclusion of a member delegation in the UK’s largest trade mission in over a decade, GREATFutures, is just one example of how our advocacy efforts are making a tangible difference.
We’ve also focused on expanding our global reach, planning international dinners and familiarisation trips to broaden our members’ horizons and foster international collaboration. These initiatives are not just about networking—they’re about opening doors to new opportunities and ensuring our members are well-positioned to take advantage of them.
Embracing change and innovating for the future
One of the biggest lessons I’ve learned in this role is that change is inevitable, and those who don’t adapt are left behind. Over the past decade, we’ve had to pivot more times than I can count, whether it’s responding to shifts in the market, new technologies, or the changing needs of our members.
Take, for example, our recent focus on sustainability. We’ve always known that the future of our industry depends on our ability to operate responsibly, and over the past few years, we’ve made significant strides in this area. We’ve launched a carbon measurement framework and created a dedicated special interest group to support our members in their sustainability efforts, leading by example and helping our members navigate the complexities of running sustainable events.
We’ve been quick to embrace member needs, including new event formats. The AEO Marketing Social, a new event we launched in 2024, which blended roundtable sessions with networking, is a perfect example of this. It’s a free event, yet it saw nearly 100% attendance, and the feedback wasoverwhelmingly positive.
Our commitment to innovation also extends to our internal processes. For instance, we’ve streamlined our financial management systems, the team is trying their hand with various artificial intelligence products—all making the boat go a bit faster and enhancing our operational efficiency. This kind of behind-the-scenes work is essential to ensuring that we can continue to deliver high-quality services to our members.
Looking ahead: a future of opportunity
As I look to the future, I’m filled with optimism. The past ten years have been an incredible journey, but I truly believe that the best is yet to come. We’re in a stronger position than ever before, with a growing membership, a track record of successful events, and an advocacy programme that is making waves.
But we’re not resting on our laurels. We’re already planning the next phase of our journey, with new initiatives aimed at further expanding our reach and impact. Whether it’s through new events, working groups or continued advocacy efforts, we’re committed to supporting our members in every way possible.
The events industry is constantly evolving, and we’re excited to evolve with it. We’ll continue to listen to our members, adapt to their needs, and innovate to stay ahead of the curve. The past decade has been about laying the groundwork, but the future will be about building on that foundation to achieve even greater things.
In ten years, I’m proud to have seen tremendous growth and transformation for the AEO. I’m deeply grateful to our members, our team, our sister associations (Association of Event Venues (AEV) and Event Supplier and Service Association (ESSA)) and everyone who has been part of this journey. Together, we’ve made the AEO a driving force in the events industry, and I’m confident that the next decade will bring even more success, innovation, and opportunity.
