Jonsam Events at 20: what’s changed - and what still matters
From paper invitations to event apps and AI, Samantha Salisbury reflects on two decades of change at Jonsam Events – and why the value of bringing people together remains the same.
When Samantha Salisbury launched Jonsam Events in 2006, th event planner’s toolkit looked rather different.
The iPhone had not yet been launched. Facebook was still in its infancy. Event invitations and delegate information were routinely printed, registration was often a more manual process, and the idea of an event app would have sounded more like science fiction than an essential part of the planner’s kit.
“I set up the business in 2006 after returning from Australia, where I had spent two years living and working", says Salisbury. “I had already worked in a number of event management roles in London and Sydney, and I knew I wanted to work for myself.
"Office politics, not having much choice over working hours and the lack of event management roles in Cambridge all helped make the decision for me.
"We started by planning weddings under the brand Samantha Salisbury Weddings, alongside academic conferences, predominantly at Cambridge University, under Jonsam Events."
Twenty years later, the business has evolved quite a bit. The weddings have made way for corporate, academic and association events - and plenty of changes to the events industry too.
“A huge amount has changed since I started Jonsam,” says Salisbury. “In 2006 I certainly wasn’t thinking about event apps, QR codes or whether something would look good on Instagram. Technology has made some things much easier, but it has also changed what people expect from an event.
“Online registration systems have transformed the delegate process, making registrations and communications much easier.
“But they can also create more work, particularly when setting them up or when something goes wrong with event apps. Delegates expect technology to work seamlessly, so if it doesn’t, they are quick to let you know.”
From logistics to the whole experience
Salisbury says clients are increasingly looking to agencies to understand what they are trying to achieve.
“Clients now trust us to look beyond the logistics and really understand their objectives and their attendees,” she says.
“We’re increasingly involved in planning the whole delegate experience, from catering and networking to team building and making sure the event delivers what the client wants to achieve.”
Covid changed the conversation
The pandemic provided perhaps the biggest test of the industry's assumptions about the value of meeting in person.
Events moved online almost overnight - and many assumed they would stay there permanently. But Salisbury believes the experience ultimately reinforced the case for face-to-face.
“It showed us just how important face-to-face events are,” she says. “Online events have their place, but nothing replaces being in a room together and having those conversations and connections. With remote and hybrid working, I think face-to-face events are more important than ever.”
For all the changes across the industry, Salisbury argues that the fundamentals of a good event remain remarkably consistent.
“What I love is that the most important part hasn’t really changed at all. A successful event is still about bringing people together, creating the right atmosphere and making sure everything works seamlessly behind the scenes. Twenty years later, that is still what we do.”
So what happens next?
“20 years feels like a pretty big milestone when I say it out loud!” laughs Salisbury, who celebrated the milestone with a party for clients, suppliers, venues, colleagues, friends and industry contacts - many of whom have been part of the Jonsam journey for years.
"There was lots of catching up, plenty of laughter, a few drinks and some lovely memories made," she says.
And so what does the next 20 years hold? Salisbury has a suitably futuristic vision.
“We’ll probably have robots checking delegates in, directing guests and answering queries!” she says.
“But that means event planners will need to work even harder to create experiences that are personal, memorable and unique - giving people a real reason to attend.”
For Jonsam, putting those people at the heart of the business has been a constant throughout its first 20 years.
“There have been so many different events, clients, venues, suppliers, challenges and opportunities along the way,” says Salisbury. “But one thing that hasn’t changed is the importance of the people we work with.
“Events are ultimately about people, and the relationships we have built with clients, venues and suppliers over the years have been a huge part of Jonsam’s success.”