Decoding a Decade: 10 Lessons That Propelled The Fair from East London to the International Stage.

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10 years ago, we started as a small team in East London producing live events.

Today, we have grown into one of the largest independent event production houses in the UK.

This year, The Fair celebrates a decade of producing large-scale festivals and events for millions of people across the UK and beyond.

?Here are 10 lessons I have learned in the first 10 years of building The Fair:?

1/. Get guidance from the get-go

There will always be aspects of the industry that you do not understand. A mentor or a network of experienced colleagues could help you fill that knowledge gap faster.

?If you don’t have any connections, it’s time to start making them. Do your research, find people who inspire you, and reach out to them. Don’t be afraid to politely chase.

2/. Make new business your main priority

Without new business, there is no business. I see far too many agencies sit back and wait for new clients to come to them.

Even the industry’s global giants are continuously seeking out their next targets. Be proactive with prospecting.

3/. Never be afraid to challenge clients

When it comes to event planning, concepts, and budgets can quickly spin out of control.

If you feel any idea or concept is unachievable or unfair, it is important to say so and manage client expectations.? Clients will appreciate the honesty

Tread carefully with this - we are often dealing with people’s passion projects. Voice any queries or concerns ahead of time with well-considered justification.

Incorporating client feedback into your post-project checklist for better client experience. Giving them a platform to share their review will make your client feel valued and is essential to you bettering your business

4/. Choose your projects wisely

Taking on a project that is not a? fit for your company can have irreversible implications for your business and reputation.

In the inquiry stage, ask the necessary questions to ensure they are experienced well-funded and authentic – do your due diligence on how successful the collaboration is likely to be.

5/. Company culture is key

?As they say, your team is your best asset.? Adopting a strong company culture will ensure you retain your reliable employees.

This comes from the top-down: continuously highlight your vision, set of values, and the impact your events have. For example, our values – family, courage, and growth – are shared with staff during the onboarding process and discussed in team meetings multiple times each year.

6/. As a leader, never think you are above any task

Company values can only be internalised if boundaries between senior and junior team members disappear.

If the leader acts as if they are above certain tasks, it sends the wrong signals to your team.

Be prepared to muck in – I and other directors at We group never shy away from helping out on-site challenges.

?7/. Always explore new avenues

If Covid taught us anything, it's that we’re resilient but we need more support. Explore ways to innovate and de-risk your business. Look at parallel markets and other verticals within the supply chain.

In recent years, we launched two sister agencies, creative placemaking agency We Are Placemaking and operational management agency, We Are OPS, with great success.?

Don’t be scared to branch out, as staying in your lane could actually pose more risks.

8/. Don’t underestimate the power of Marketing

One thing I remind my team of weekly: Social media is your shop window.

Marketing is the most efficient way to showcase your brand, image, values, and portfolio to an infinite number of potential new clients.

These are tools to create leverage in your business– take advantage of them.

?9/. Use your passion to fuel the growth

This is an exceptional space to work in, you will meet people from all walks of life, and each day is different. We also work long unsociable hours.

Money will hopefully come from your success, but it can never be front and center stage.

Your love for what you do is the asset that will keep you going.

10/. Be proactive

Focusing on your goals is vital but don’t lose sight of the bigger picture – championing the sector. Throughout the pandemic, our team remained at the forefront of the conversations and campaigns for funding.

Ultimately, the industry is a community of like-minded people working towards the same goal: to deliver exceptional events that create lasting memories. It is our collective success that will keep music and events alive.

The going may get tough but know that with the right mindset and guidance - you can grow your event production business.

Have any questions for me? Drop them in the comments below. Thanks, look forward to hearing your thoughts.

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