The Association of Event Venues (AEV) has hailed the success of its academic associate membership programme, as it looks to strengthen links between universities and the events industry while helping develop the next generation of venue professionals.
Launched in November 2022 as part of the association's strategy to support talent, skills and inclusion, the initiative created a new membership category for higher education institutions, giving universities direct access to AEV members, industry expertise and career development opportunities for students.
Since its launch, the programme has grown to include nine universities: the University of Greenwich, Coventry University, Manchester Metropolitan University, the University of East London, Leeds Beckett University, the University of West London, Birmingham City University, University College Birmingham and the University of Surrey.
Students have been able to attend and support AEV conferences, participate in event management working groups and engage directly with member venues through industry projects. Universities also gain access to the AEV Academic Working Group and the association's degree endorsement programme.
Recognising the financial pressures facing higher education institutions, AEV introduced a sponsorship scheme earlier this year, enabling member venues to fund university memberships.
Among the partnerships, Harrogate Convention Centre has sponsored Leeds Beckett University, with students recently undertaking delegate research at live events as part of their coursework. The project saw students design questionnaires, interview delegates on site and provide the venue with valuable insight into the visitor experience.
Paula Lorimer, director of Harrogate Convention Centre, said: "It is vital that we invest in the future talent for the events industry. AEV provided us with this excellent opportunity to sponsor Leeds Beckett University's academic associate membership and we are working to get the most out of the relationship – for all parties."
Other sponsorship pairings include The O2 with the University of Greenwich, Coventry Building Society Arena with Coventry University, and Farnborough International with the University of Surrey.
Rachel Parker, director of AEV, said the programme was helping students build stronger links with the industry before they graduate.
"Through academic associate membership, universities have clearer access to professionals within our industry, and students have the opportunity to build relationships with the event venue industry," she said. "The sponsorship expands access to all higher education institutions, allowing the programme to continue giving members the opportunity to work with universities and, in turn, assist in careers."
Lorimer added that giving students access to live venues and events would help prepare them for future careers in the sector.
"The programme provides students with the chance to build a greater understanding of the events industry as they study, preparing them for the career they may pursue beyond their degree, and we are delighted to be able to give them access to our venue and events."
The initiative forms part of AEV's wider commitment to supporting talent development across the events industry by creating stronger connections between education providers and employers.
