EP Magazine

Highlighting professionalism in the events industry

Over the next decade the UK hosts some major international events. Demands placed on those working in the field are complex and client requirements are constantly changing. So how can the events industry develop its qualification and skills? A new proposal is working to develop professional standards. Lara Eade reports

The events industry is one that has seen rapid change and growth over the past ten years. Prior to the recession, it was outpacing many sectors in the visitor  eonomy.

In 2007, business visits and events were said to be worth over £22 billion to Britain’s economy, when taking into account the additional spending undertaken by  business visitors in the retail sector and on entertainment.

People 1st’s latest industry survey took an in-depth look at this industry – in particular the business events industry – its contribution to the UK economy, and skills, recruitment and retention issues associated with its workforce.

The Labour Market Review of the Events Industry reveals a need for a programme of continued professional development to create a true profession for those working within it.

Given the nature of the events industry it is notoriously difficult to assess the size of its workforce but, using international classifications for those in specific events jobs, it is estimated to employ approximately 530,000 people. While events vary in size, type and impact, they generally involve three key players: organisers, industry suppliers and clients. There are also a large number of hospitality roles in the industry which are affected by wider ongoing skills shortages such as customer service, chefs and management.

While the industry has a fairly low turnover in relation to the rest of the hospitality, leisure, travel and tourism sector, standing at 21 percent in  comparison to 31 percent, the cost of filling vacancies at account manager and director levels is quite expensive. Such vacancies cost around £30,000- 35,000 per post, emphasising  the importance of retaining staff and offering progression routes through the industry.

The report also found that a large number of events companies prefer to recruit from within at account manager and director level, given the specialist knowledge and skills required, and the large leap from lower level positions. As one large events employer commented: “If you put somebody in the event management  positions too soon, they can just crumble, the pressure is enormous – that is why the development process is so important, the step up is massive.”

While those with a hotel industry background, such as a sales manager position, or who have delivered events at hotels are viewed as having the appropriate skills to cross over, many companies rely on their own internal systems to prepare staff for higher level roles. One small events company commented: “If we train people  up the ranks from events administrator to events director, we know they have no skill gap.”

Effectively, the support available from the skills system in the form of qualifications and funding is operating independently from the way the majority of events  employers are training their staff.

The research also revealed that employers have mixed views about current events management courses. Unlike most parts of the hospitality, leisure, travel and  tourism sector, the focus on full-time events programmes is in higher, not further, education. Although many are pleased to see that these courses are popular and becoming increasingly available, helping to professionalise the industry and equip learners for entry level roles, concerns have been expressed over a perceived lack of practical industry experience for both students and lecturers.

As one employer commented: “You have to be committed to training people in-house. This is because you either get someone who is not experienced in the events industry, or they are coming in post-university with a degree and little experience.”

With many graduates entering the industry to fill non-graduate positions, it poses a unique challenge for professional development. While supporting these new entrants in gaining the specific skills necessary to progress, it must equally support those who have not entered with a higher education qualification.

Despite its growth before the recession, the events industry has not escaped the effects of the recent economic climate. A survey of Eventia members in February 2009 showed that events were down by more than 20 percent, and competition between events organisers has increased with substantial numbers often invited to tender for the same business. Half of businesses said that funding levels had reduced, while 30 percent reported a lower volume of enquiries, although the public sector was still reported to be spending on events.

As one employer pointed out, “the events industry is a great barometer of where the economy is, because every single sector has an exhibition.” Some companies have recognised the need to invest in skills training, to enable  them to come out of the recession better equipped – particularly in the areas of sales and customer service.

Other skills gaps identified by the research included understanding clients’ industries and needs, managing suppliers, crowd management and an understanding of legislation around health and safety and sustainability.

The changing behaviour of clients has also meant that companies need to be more creative and offer added value. As one industry expert commented: “People are more discerning, want more value for money, want creative and innovative thinking… every year an event has to refresh itself.” More and more unusual venues, such as museums and cinemas, are entering into the market, and events organisers increasingly need to provide the unique experiences that their clients demand.

While employers continue to train their staff, it is largely in-house and informal. On-the-job coaching from line managers, based on learning through experience, is prominent. While 73 percent of businesses interviewed gave staff the opportunity to take a nationally recognised qualification, there is currently no continuing professional development (CPD) that leads to a qualification specifically for the events industry.

These findings have been strongly reflected in the University of Derby’s Taking the Pulse report, which also looked at skills within the events industry. Both reports concluded that a (CPD) system is needed to meet the demands of the events industry, and that a lack of strong CPD culture results in a disconnect between the way that employers are training, and the support available from the wider skills system.

People 1st’s Labour Market Review, along with Taking the Pulse, will be used as the basis for a strategy to address the skills and labour needs of the industry. This proposed strategy, and the research findings, provided a platform for discussion at the Event Skills Seminar at Confex on 22 February, where People 1st and the University of Derby presented the proposals to key players from the events industry.

Martin-Christian Kent, research and policy director for People 1st, commented: “Given their central importance, it is critical for the ongoing professionalism and growth of the events industry that organisers have the necessary skills and expertise to meet and exceed their clients’ expectations. The changing nature of the
industry means that these skills are expanding in scope and getting more specific in nature.

“The workshop at Confex has enabled employers, educators and other partners to come together to start making this a reality. If we get this right, it will provide a route to recognise the broader skills of our workforce and highlight the professionalism of the events industry.”

The strategy proposed by People 1st and the University of Derby hopes to create a coordinated, industry-wide approach, that enables the sector to benefit from the  high number of events undergraduates.

It will address the areas of CPD and qualification development, and looks at how information, advice and guidance can be offered to the industry through UKSP – a unique website bringing together information on careers, jobs, qualifications and funding for the hospitality, leisure, travel and tourism industries. Although the strategy is yet to be finalised, it hopes to provide a cohesive framework of qualifications and skills development for the industry.

With the next ten years being described as a “golden decade” of sporting events, there is a great opportunity for the industry to reap the benefits of hosting a number of events on a grand scale, and to gain further experience and insight into the processes involved. Now is the time for the industry to take ownership for the development of its staff, and grab the opportunity to put a professional framework in place during this challenging period.