By Spencer Simmonds

Some say that we are the masters of invention; the visionary vanguards of creativity, innovation and communication. But having survived two major recessions, the fallout from 9/11, SARS, Foot-and-Mouth and many other global and domestic crises, I think it’s safe to say that the event leaders of the world are the masters of reinvention.We have had significant interruptions to our business in the past. But in my personal lifetime, we have never experienced anything like the last five months. But we’ve recovered before and we will do so again but this time, we know we’re not doing it alone.

 “I think it’s safe to say that the event leaders of the world are the masters of reinvention.”

Those we once considered our competitors are now our friends and colleagues. We have a shared goal and that is to see our industry flourish and grow once again and that is a unifying force. We all know and understand that as the tide rises for one, it will rise for us all and we’ve got one another’s backs as we navigate our way through this weird and unsettling time, knowing that in supporting one another we will once again be #EventStrong.


When another agency secures a gig or wins a new piece of business, we no longer look over their shoulders with a modicum of resentment, wondering why it wasn’t our company that got the contract. Begrudgery has no place in our industry as we now have to look on with pride and admiration, support knowing that any positive move in the industry will have positive ramifications for us all. Confidence building is crucial as we encourage former and future clients to seek our support as they look at new ways to engage and excite target audiences. Collectively we have a role to play in communicating to the message that events are still an option and in fact, more important to the success and development of a business than ever before.

We cannot pretend that it’s not a worrying time. In Ireland the events industry employs around 50,000 people, not to mention the huge number of other businesses we support such as hotels, venues, entertainers, AV companies, florists, caterers and the many other partners with whom we work on a daily basis. But we’re nothing if not an optimistic bunch and this is also a time of great opportunity. Like many others, we’ve been working with clients on virtual events. We’re all buzzing at the thought of a series of outdoor and marquee events in the autumn for one of our long-standing automotive clients who have always trusted us to deliver.

We have created new packages and event options for brands and organisations that would never have seen the light of day if it wasn’t for the period of relative calm that we had enforced upon us, that gave us the time and bandwidth to reflect, regroup and reinvent. We have also created a new industry body in Ireland that will allow us as a group of like-minded events professionals to get through this crisis and come out the other side not just event strong, but #EventStronger. We have reached out globally and are delighted to share ideas, innovations with you all I’m delighted to have the opportunity to tell be part of #EventStrong, stay safe and stay connected.