'Staying connected with client events is good for the soul'
Kerry Edwards, managing director of boutique event and venue-finding agency Bien Venue, on the importance of checking in with client events as an agency MD.
Kerry Edwards
Kerry Edwards
Early in my event management career, I was on-site at almost every event we managed.
There were early mornings, late nights, cramming in a sandwich during a conference panel session, and usually, some random on-the-spot problem-solving that makes you momentarily question your life choices. You know the problems I mean, and that despite the adrenaline rush, you face them with a look of calm that only a Zen master meditating on a mountain peak could muster.
Now, as the managing director of a venue-finding and event management company, my day-to-day responsibilities have shifted. Strategic planning, financial oversight, and leading a team of talented professionals take up most of my time.
But occasionally, I pull my travel bag out of the cupboard, book a flight, and head off to a client event - like last month, when I travelled to Spain to see one of our client’s meticulously planned events come to life.
I was excited to be going to the event itself and for the chance to reconnect with a part of the business that still feels so close to my heart. It was the first client event I’ve dropped in on for a while, and it gave me pause to reflect on how important it is for MDs in our industry to stay connected to the client-facing, operational side of what we do.
Demands
For many of us in leadership roles, getting caught up in the demands of running a business is easy. Board meetings, performance reviews, and strategic planning sessions can quickly dominate the calendar. But staying close to the heartbeat of your business, the events themselves, is vital for several reasons.
Deeper level
Firstly, being on-site gives you a front-row seat to the culmination of months (sometimes years) of planning. You see firsthand how your team and the client have worked together to bring the client’s vision to life. What are their guests responding to? Are the logistics seamless? Are there moments where the execution could be tightened or enhanced? Observing these elements up close is invaluable for understanding your client’s goals on a deeper level and for identifying areas where your company can add even greater value.
Next, from a leadership perspective, the on-site experience is an opportunity to witness how your team operates under pressure. Are they communicating effectively? Are processes running as smoothly as they should? These observations can highlight areas for training, process refinement, or even investment in tools and technology to improve efficiencies. As MDs, we set the standard for excellence. Being present at events helps ensure those standards are being consistently upheld.
Many of us entered this industry because we thrive on the buzz of live events. While spreadsheets and strategy have their place, there’s nothing like the energy of seeing a guest’s face light up at a keynote session, a beautifully plated meal, or a perfectly timed reveal. Being there reminds us why we do what we do and that passion is contagious. It fuels our personal drive and our leadership.
Moments of inspiration
Spending time on-site with your team and clients sparks ideas. It’s an opportunity for impromptu conversations that don’t happen in a boardroom - a creative twist to an agenda, a better flow for attendee navigation, or a new way to enhance the client experience. These moments of inspiration can lead to innovations and strategies that benefit the entire business.
That said, we can’t attend every event - nor should we. It’s neither practical nor sustainable. However, creating intentional opportunities to stay connected to the day-to-day is key. We need the right balance between leadership and personal presence. We must give our people the autonomy and trust to manage events independently while ensuring we’re not so far removed that we lose sight of the work that defines our business.
This perspective comes at a pivotal time for our company. In the coming weeks, we’ll announce new strategic appointments to further strengthen our leadership team. The roles will ensure our processes, partnerships, and people continue to thrive as we grow. It’s an exciting development, but one that doesn’t replace the importance of staying connected as an MD.
Combining a strong operations leader and an engaged, hands-on MD creates the best foundation for success. It’s a model that keeps the business agile, responsive, and deeply rooted in the client experience.
As I flew back to Manchester Airport, I was reminded of the privilege it is to lead a team in such a complex and creative industry. While my role has evolved, the core of what we do - delivering exceptional experiences - remains the same. And there’s no better way to stay connected to that mission than by being there, in the moment, with the clients and team who make it all happen.
For MDs in the event and venue-finding industry, I encourage you to pack that bag now and then. It’s good for the business, and it’s good for the soul.
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