17 minute read
LEADING THE CHARGE
Leading the way
Tim Collett is WRG’s first managing director. Here, he explains how the world of events has changed and how he plans to make his mark on the business
I’ve never been one of those people who said: ‘I need to be managing director’ – it’s just something that has happened organically,” says Tim Collett, the newly appointed managing director of WRG, a division of The Creative Engagement Group.
In fact, Collett is the global experience agency’s first MD; his role is a completely new one and he will lead a new leadership team, focusing the agency’s efforts on five key priorities; innovation, experience design, sustainability, talent development, and diversity, equality, and inclusion.
“Now, more than ever, we need to focus on growth,” he explains. “As an agency, we’ve evolved, our leadership team has evolved, and we needed someone to lead.”
THE WORLD HAS CHANGED
Collett joined WRG in 2017 and was global head of live events at the agency before picking up his new crown. Prior to joining WRG, Collett was VP executive producer at Jack Morton Worldwide. A staunch believer in the power of live events and experiences, he believes that the industry will see a return to live. Hence, he is refocusing the agency’s efforts, and ensuring it is making the most of the best opportunities available.
“In 2019, certain events took place in the live environment but have found a better home in the virtual space. This is completely dependent on the purpose of the event, as opposed to the content, and virtual is an important tool, but it mustn’t replace live and human experience.”
However, to achieve the best results, there needs to be a short to medium term adjustment. Industry needs to better understand what now motivates people to attend events. He adds: “There are lots of challenges to overcome. We have all learned a lot in the last two years. I am keen not to look back and recreate events from 2019. That would be wrong. The world and teams have moved on and so we can’t be left behind. Things will be different.”
INSTIL CONFIDENCE
Collett’s new leadership team includes the expertise of Simon Davenport, head of environments, Saira Dickinson, cohead of event production, and David Jones, head of event technical delivery. Together, they will work hard to position the business for future growth. Collett continues: “The live world is centred on human experience so we will have to understand new behavioural motivators and psychological ones. They’ll be costs too but not just production costs, costs to the environment and cost to delegates, their mental and physical health. We’ll have to think of the costs to their lives if we want to fly them round the world. What are we giving people outside of a virtual environment? And I think because of all that, we will have to work harder on experience design.”
Collett believes that live events will “kick back in” in the second half of the year. Previously, WRG has helped clients pivot into the virtual world and now the agency is helping clients to pivot back out.
“There is slight nervousness, and we need market confidence before clients commit to projects,” he adds. “I believe now is the most exciting time to be in our industry and part of WRG, as our audiences push us to be more digitally creative and environmentally accountable, and our clients push us to keep innovating and help them create experiences that inspire the lasting change the world needs. To be a success, we must also focus on nurturing the next generation of talent and address the need to be more inclusive as an industry.”
Collett will be steadying the nerves and bringing his team together, motivating the next moves. It’s also important to him to motivate the next generation of events professionals to join the sector and create an environment where they can thrive.
But what is Collett’s personal leadership style and what does he bring to the new role? “I will instil confidence,” says Collett. “I want to help people to achieve their personal goals. I won’t be leading on any projects, but it’s also important that I don’t lose touch with what’s happening. I will play my part but it’s important that the business is led and that I look ahead and see what innovations I can bring to the table.”
Collett concludes: “Our industry is still a key driver for growth, and it is physical experiences that will make our industry. It’s our job to create experiences that audiences want to invest in financially, physically and emotionally and so you have to create the experiences that people want, and provide attendees with real value.”
Back to business
Marquee and structure experts discuss the upcoming season, event trends, and new products
ALL ABOUT ME
Eighty-six per cent of marquee suppliers and 91 per cent of marquee hirers have increased their rates for 2022. These are the top line figures from the latest member survey by MUTA, the trade association representing the temporary structure and marquee industry.
MUTA’s latest survey results signal a challenging year ahead in terms of infrastructure, resource, and supply. More than 50 per cent of hirers are unsure if they have the infrastructure to complete their scheduled work this year and 27 per cent have indicated that they would not be able to fulfil their bookings with their existing workforce.
Resourcing is a massive issue and MUTA’s statistics are bolstered by anecdotal evidence from a range of structure and marquee suppliers. Ben Scroggie, managing director of MarKey Group, Lee Dalton, sales director at Roder UK, and James Merrick, director of All About ME, all believe that staffing will be the sector’s biggest struggle this year. In fact, Scroggie describes the situation as “critical”.
“We are reigning back on event work,” Scroggie says. “We’d prefer not to do an event rather than let someone down at the last minute.”
Scroggie explains that during COVID, Mar-Key Group focused on manufacturing industrial units. As a result, the business has been able to balance seasonality so that it can be more selective of its event work.
He continues: “Those companies that were able to change their revenue streams have lived more of the business changes, compared to event companies who completely shut down during the pandemic. Now they’ve come back, the changes are a shock to them.
“2022 is going to be interesting, but it’s also going to be hard. You could get suckered into over trading, but the only people who would then suffer would be your staff.”
MULTI-YEAR DEALS
This year, Mar-Key Group will supply structures to Royal Ascot, Royal International Air Tattoo (RIAT), Polo in the Park, and Southampton International Boat Show. RIAT is a new four-year contract, and the Polo in the Park contract is a new five-year deal with Sportgate International; both are demonstrative of the multi-year agreements that Scroggie is keen to attract.
“Everything we’re doing is built around a multi-year deal, so you know where you’re going, and your employees do too,” Scroggie adds. “We’re recruiting like mad. The challenge will be on our overheads but if you’re looking to the future then you must invest in staff. You can have all the kit in the world but if you have no one to put it up then it doesn’t matter.”
SOUTHAMPTON INTERNATIONAL BOAT SHOW
PROCUREMENT AND PLANNING
Further figures from MUTA’s members survey suggest marquee providers (82 per cent) would be willing to work with other members to help fulfil their bookings. There is certainly an increased appetite and willingness towards collaboration, problem solving, and support.
Dalton states that 2022 is going to be a ridiculously busy year. Roder UK is receiving vast enquiries from organisers looking for structures as their incumbent suppliers are now unable to provide kit.
“There’s two-and-a-half years of pent-up demand,” comments Dalton. “We have some availability to do some rental work and we have an adequate amount of kit, but I do foresee some road humps in the industry this summer.
“For example, we have had two enquiries from organisers for structures for the same weekend in July. Both have been let down by their previous supplier but only one can have the kit. It’s a case of who will book first.”
Previously, some organisers would wait till last minute to book equipment, including marquees, but it’s no longer the case. Organisers have ramped up their procurement drive and planning has started early. Dalton agrees, as he confirms that Roder UK will be supplying structures to The Suffolk Show 2022.
NO AVAILABILITY
Indeed, it will be a busy year. Duncan Russell, managing director of Ten By Fifteen and The Stunning Tents Company, concurs. He explains: “Everyone is excited to be getting back to doing big events, and as long as we’re not hit by more restrictions, it’s going to be a more enjoyable summer.”
He continues: “In 2020, you had to take a good look, adapt and deliver what you could. Supplying structures to venues and hotels was a big part of our business in 2020. In 2022, that business is still there. We have managed to grow with new workstreams and a new pipeline, but now we have to keep our new customers happy and our old customers.”
Ten By Fifteen ended 2021 with 50 per cent of its weekends booked for 2022; three months earlier than usual. Russell adds: “The challenge in 2021 was the availability of agency crew for last-minute opportunities. The problem is that we’re already so busy in 2022, we’re not able to take on extra jobs.”
DEMAND FOR NEW PRODUCTS
Ten By Fifteen will supply kit and services to Badminton Horse Trials later in the year. The company does have new stock available, as it acquired a lot of PapaKata’s portfolio, including Sperry Tents and tipis, when the company ceased trading in 2020. And it’s not the only structure company that has new items available for hire. Despite the challenges and “rollercoaster” of the last 24 months, several companies are either developing new products or have plans to release new kit into the market.
For instance, 2022 will be All About ME’s first full season with an inventory of Sperry Tents, Event in a Tent is developing a new domed product, Roder UK is working on a new tent for 2023 that will be quicker and easier to install, and Mar-Key Group has a “big new product in development”.
Scroggie explains: “It’s called the Horizon and it will be ready for next year. It will have a 60m roof span and it will sit on eight, ten, 12 and 14-metre legs. It’s a clearspan structure and you will be able to load five to six tonnes on each arch in the roof space.”
Scroggie says that the company has seen a need and a desire from organisers for large structures that can be used in a variety of ways. Flexibility is, and will be key, moving forward.
Dalton concludes: “It’s great to see demand in the market. COVID could have dampened interest in events, but events will come back with a bang.”
Pure and simple
Temperature control experts talk trends, new products, and best practice
In recent years, wavering temperatures and inclement weather have placed increased demand on temperature control experts – requests for air conditioning units and even heaters have gone through the roof. Now, there is huge demand for air purification equipment, as organisers look to improve ventilation within structures and venues.
Andy Gilman, director of Climate Supplies, explained: “We’ve added a wide range of air purification equipment and we’ll be adding more in the coming weeks; in light of the events of the last two years, this is now the ‘must-have’ product. The benefits to organisers are, of course, obvious in that the quality of air inside the structure improves significantly.”
Joshua Murphy, events sales manager at Acclimatise, part of Cross Rental Services, which supplies equipment and services to Wimbledon, concurred. The company is also experiencing more interest in its air purification fleet and believes that it’s important to keep guests at an ambient temperature whilst safe from airborne germs and viruses.
INCREASED DEMAND
According to both Gilman and Murphy, demand within the events industry for temperature control products has escalated. Murphy continued: “Following COVID, the events industry has ramped up. We are seeing rapid growth and we have more jobs confirmed for 2022 already. Also, following our most recent acquisition of All Seasons Hire, we have strengthened our share in the market with a wider depot network and larger fleet.”
Cross Rental Services benefits from an in-house manufacturing team, which means that the company can anticipate demand and add to its fleet accordingly. And with summer approaching, Acclimatise is investing also in its air conditioning capabilities, as it looks forward to a packed events calendar.
ENVIRONMENT AND EFFICIENCY
Murphy recommends that organisers put an environmental plan in place. He said: “As we are working towards a more sustainable climate, we offer various solutions to make an organiser’s event greener and more efficient.”
Efficiency is key. This is something with which Gilman agrees. Climate Supplies believes in quality service and value for money, combined with a modern-day twist on environmental awareness or, as the company likes to put it, “climate control with a conscience”. To mitigate CO2 emissions from its range of heaters, and in collaboration with more:trees, Climate Supplies plants a tree for every unit sold and, to date, has sequestered more than 22 tonnes of CO2 since the company’s inception in September 2021.
It’s true. Organisers are looking to be more sustainable with their temperature control choices. Jim Bush, head of business at Arcotherm, agreed. Arcotherm is receiving more requests for products that
CLIMATE SUPPLIES
will run off HVO (Hydrotreated Vegetable Oil) and the company has recently launched a 40kw electric fan heater with multiple power settings, ideal for people looking to further reduce their carbon footprint.
But again, efficiency is key if an organiser wants to reduce fuel costs, save energy, and reduce energy consumption. Bush continued: “Ensure that the calculations used to work out the required heat input are accurate and always go for a heater that is slightly bigger than required. This way the heater is going to operate more efficiently.”
Gilman concluded: “Events professionals continue to ask questions like: ‘What size of heater do I need for a certain marquee?
“I always say think about the bigger picture – buying a smaller heater to save on cost can result in increased fuel costs if it has to work harder to achieve the required result.”
Back with a bang!
Whilst there will be challenges, 2022 looks promising for the events industry, so says Jim Davey, managing director of Redwood Event Solutions
It’s been an incredibly busy start to the year and believe me, I am not complaining. Seeing the industry bursting into action after the challenging years we’ve experienced is extremely exciting and feels very positive for the future.
For the events that did take place in 2021, there was so much uncertainty around COVID restrictions, regulations and constantly moving goalposts, that the window for planning was greatly diminished and we had to be more flexible and reactive than ever before to get the events that did happen off the ground.
This year, there is a feeling of returning the sector to its full capacity as quickly as possible, forging ahead with event plans and filling the core event season from May to September. Whilst we can never know what is around the corner, by putting best laid plans in place we can start to make up for lost years and help rebuild the industry that we know and love.
However, we cannot underestimate the impact that the last two years has had on the industry and recognise that our approach needs to appreciate there will be challenges in 2022, perhaps some that we’ve not been used to or experienced pre-COVID.
This year, the planning process has started earlier than certainly we’ve experienced at Redwood. The volume of licence applications has increased dramatically and as with all industries, the resources of local councils are stretched. This is resulting in tighter deadlines to submit applications and necessary paperwork, and in turn putting more pressure on organisers and health and safety teams to produce the applications to meet these deadlines.
This movement towards shorter timeframes is having a knock-on effect on everyone in the industry. When attending the recent Event Buyers Live, conversations with organisers and suppliers echoed the desire to lock in contracts as early as possible and before the end of January 2022, a timeline that has certainly shifted from pre-COVID times. This new pace to get all our ducks in a row is sure to have some benefits – contractors will have a very clear picture of the year ahead and in many cases reach their capacity of provision. However, an industry at capacity may mean that newer, smaller, or spontaneous events may struggle to find supplies if unable to commit funds ahead of spring.
There will also be some expected requirements for events that will remain in place this year following the pandemic. Additional cleaning regimes for event sites and an increased footprint for visitors are likely to remain as valuable controls and I’m sure will be appreciated by event guests.
There is a chance that these changes will be a hangover from the pandemic and will slowly revert to the preCOVID way, or we may adopt these new timeframes as our industry’s “new normal”. 2022 is going to be busy. Perhaps one of the busiest years the industry has ever seen. The demand for events and experiences is sky high, there is a whole generation of people looking forward to experiencing their first festival after missing out on two years, whilst others are looking for their summer of festivals and fields to return. One thing is for sure, the year looks promising for our industry.
PUB IN THE PARK
UK HEATING AND COOLING RENTAL SPECIALISTS
Experts in Event Hire Leading Adoption of HVO Biofuels Highly Experienced Design & Installation Teams
01782 482060
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T +44 (0) 2380 453841 E office@spicasolutions.com www.spicasolutions.com Spica Temperature Control Solutions Ltd, 20 Crowsport, Hamble, Hampshire, SO31 4HG
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