In this series, features and series developer Heather Nicholls speaks to the unsung heroes of the events industry to reveal what really drives their passion and the remarkable contributions we too often overlook.
In this edition, we speak to Nicole Smart, project manager at WTM London.
Smart first discovered the world of events while working in food and beverage at a hotel as a teenager. She was involved in events such as weddings and christenings and was immediately drawn to the excitement of the industry. She said: “I am naturally an organised and methodical person, and back then, I realised I could combine these skills, along with my passion for travel for a career I deeply enjoy and when I discovered the university degree that would help me get there, I knew it was the path for me.”
Smart studied International Tourism and Event Management at university, and was looking for a year-long work placement, when she stumbled across WTM’s marketing coordinator role. She said: “I had visited the show as a student, so was familiar with it and understood the scale of experience it could offer me. Fast forward 19 years – with a few career breaks along the way – and I’m still at RX, having held several roles but always working on RX flagship show, WTM London!”
Quick Q and A
What does a typical day look like for you?
I wouldn’t say I have a “typical” day. As a project manager, my role changes minute by minute – from running a United Nations Ministers’ Summit with senior global leaders, to producing WTM TV, to chaperoning a partially sighted or blind visitor around the show when they need extra assistance. That type of diversity is the reason I love events, and my job, so much. No two days onsite ever look the same.
If your job didn’t exist, what do you think organisers or attendees would miss most?
The deep knowledge and history of the event and many streams — I bring an understanding of what’s worked before, what hasn’t, and how we can apply those lessons to deliver an experience that tops itself year on year. Also, I ensure the visitor journey and experience is always considered and improved, as this plays a vital role in how people perceive our event.
What’s something most people don’t realise about your job?
Anyone in events will relate, but it’s the sheer scale of planning, coordination and contingency work going on behind the scenes, long before anyone arrives onsite. When everything runs smoothly, it can look effortless, but we’ve likely jumped through plenty of problem-solving hoops to get where we end up!
What’s the toughest challenge you’ve faced during an event?
Managing high-pressure situations in real time, especially when multiple issues arise at once, and I’m needed in two places at once, with calls to be made. So, staying grounded and adaptable is essential. People often say how calm I look on-site, I’m so glad I give that impression!
What’s one event you’ll never forget working on and why?
WTM itself. Every year brings new challenges, highlights and lessons. Not only witnessing but being so heavily involved in the success of such a complex and wide-scale event, never gets old.
What’s been your proudest moment so far?
Being nominated for TTG 30 Under 30 was a huge personal milestone. But equally, it brings me such joy when every year, we deliver yet another successful WTM. It takes months of long hours, pressure and problem-solving to put on a show of our scale, and I feel continually proud of myself and the team behind it.
In her role, Smart works with multiple departments to pull projects together and then deliver them onsite. When asked why her role is so vital to the success of the event, she said: “My longstanding experience and deep knowledge of the show helps. Understanding its history, stakeholders and moving parts allows me to anticipate issues and continue to ensure production runs as seamlessly as possible.
In terms of measuring success in her role, delivering a project successfully is key, with the data to back it up. However, positive feedback, strong engagement and good verbatim from stakeholders and attendees are just as rewarded.
As events continue to grow in scale and complexity, Smart believes that greater greater recognition of the skills required to deliver them would help elevate the profession and create a more sustainable work force.”
She says: “People in my position deserve more recognition in the industry because we often scoop up the workload of things that have fallen through the gaps – those ‘little’ jobs which don’t sit neatly within one department and span several areas. Those tasks are criritcal but they are not always visible.”
She adds that operations teams deserve more recognition within the events world. She said: “For the onsite all-nighters, the difficult conversations with contractors and the constant demands from across the show team. Their work is relentless and essential.”
