Business events are returning to pre-pandemic levels in Coventry & Warwickshire thanks in part to a buoyant regional sector.
And suppliers are reporting a changed marketplace, with corporate clients looking for more outdoor events post-Covid - as well as a new emphasis on regional relationships.
Suppliers were forced to either close their operations or diversify as a result of Covid-19, with many returning to the market with new services and offers.
Destination management organisation (DMO) Destination Coventry has launched a new membership to support suppliers to the sector with the aim of ensuring a strong regional supply chain for venues and event organisers.
Live event solution provider Creative Events Spaces, caterer Miss Ellie’s of Coventry and immersive environment creator Vortex Creates are three of the businesses to sign up to the new supplier membership.
Around 75 per cent of Fillongley-based Creative Events Spaces’ business is in exhibitions. It built the last exhibition in the UK in March 2020 and has bounced back strongly with over 45 shows so far this year.
Co-owner Simon Clifton says the biggest challenge to its growth is resources and the labour market – but is seeking to tap into regional skillsets.
“We work in venues regionally and nationally, but it is cost efficient to work here in the Midlands, said Clifton. “We have great skills in the region and many talented builders and carpenters. We source our carpets from Coventry and our electrical supplier is in Kenilworth.
“It’s a challenging marketplace and those regional relationships are very important as we look to facilitate our growth.”
Coventry-based Miss Ellie’s benefitted from major events coming to the region and is looking to build on those foundations. The business came through the pandemic thanks to work with Coventry City of Culture 2021 and has continued to thrive, delivering more than 70 events this year.
“Coventry 2021 was huge for us but now we’re looking to expand our inclusive eating and catering services into more conferencing,” said founder Ellie McCann. “The pandemic forced us to completely change our business model and create new branches of custom.
“We’ve seen great success in delivering at events for between 50 and 100 people throughout the City of Culture year and know that it will work for other audiences too.”
Vortex Creates is a Coventry-based organisation which, for nearly 15 years, has specialised in transforming spaces and igniting the imagination of audiences. Marianne Taviner, co-founder, says the regional market is very important as the sector seeks to rebuild.
“The sector was hit hard in the pandemic and, ultimately, many of our established clients aren’t looking to do celebrations in the same way as they had before,” she said.
“In 2020, 55 per cent of our business was corporate. Thanks to emergency government funding we were able to navigate the financial implications of the pandemic and reflect on our business model and client offer. Whilst we have maintained the majority of our corporate clients, our offer to them is more varied as we look to move more towards developing outdoor experiences.
“The regional market is still going to be very important. We will travel if we have to, but we think there should be more than enough work here in Coventry and Warwickshire to satisfy our immediate growth plans.”
Destination Coventry – which incorporates Visit Coventry and Conference Coventry & Warwickshire – launched in December 2021.
Paul Jones, MD of Destination Coventry, said: “The struggles that venues faced during the pandemic have been widely documented, but suppliers to the industry have had to overcome significant challenges as well.
“We have an incredible network of regional suppliers in Coventry and Warwickshire, and they have a lot to offer to the fantastic venues and event organisers in our region.”
