Evolving the experience
Chris Parnham’s recognition as Personality of the Year at the M&IT Awards 2025 was a celebratory highlight, but for those who know him, it’s only a small reflection of his ongoing influence in the events industry.
From his role as chief strategy officer at the expanding veSpace, to mentoring the next generation of event professionals, Chris is as much about shaping the industry as he is about winning accolades.
“I love what the industry does and how it brings people together,” he says. “It’s not just about delivering events; it’s about creating experiences that make a lasting impression.” That philosophy underpins everything he does, from his work with clients across sectors to his charitable involvement with Meeting Needs, where his two-year tenure helped transform the organisation before handing the chair to Lene Corgan in June.
Recovery and growth
Parnham observes that while the events industry is buoyant, recovery is uneven across sectors. “There’s appetite for real adventure and investment in fashion, beauty, and retail. Healthcare is also growing quickly. Professional services, insurance, and banking are returning more cautiously, spending carefully on incentives.”
This differentiation isn’t just about budgets. Parnham explains that the more adventurous sectors are willing to take bigger creative risks, while risk-averse industries prefer a measured approach. Incentives, he notes, remain a vital tool for sales growth, but proving their ROI is increasingly critical.
“I’ve recently helped a financial client prepare a paper to justify the value of their incentive program to the board,” he shares. “It’s about demonstrating how a relatively small investment can deliver significant sales uplift. Often, clients see the cost in isolation and don’t fully appreciate the growth and retention benefits that a strong incentive program can provide.”
Trends and experiential
For Chris, the post-pandemic landscape has also reshaped where incentives take place. While long-haul destinations have yet to fully return, Europe dominates his clients’ itineraries. “Iceland remains very popular, particularly in the spring when you get all-day daylight. Bavaria and Sardinia are emerging as more unusual destinations, offering experiences clients can’t replicate on a holiday.”
He emphasises that successful incentives aren’t just about location; they’re about unique, once-in-a-lifetime moments. “People are looking for experiences money can’t buy: a private train in Portugal, a Northern Lights tour in Iceland. Those are the things that make the trip memorable and create lasting impact. Planning around those experiences while keeping travel convenient is always a challenge.”
Parnham also highlights the mindset of incentive participants. “We call them guests rather than delegates. They’ve earned the experience, which changes everything. Their engagement, excitement, and appreciation make it a very different environment for our teams, who act as both organisers and hosts.”
"Planning around money-can't-buy experiences while keeping travel convenient is always a challenge"
Leadership and strategic growth
Parnham's influence extends beyond events themselves. Over the past few years, he has worked with veSpace CEO Anita Lowe to bring about significant growth at the agency, integrating seven brands into a diverse portfolio. These acquisitions expand the company’s reach across sectors and services, from corporate events to creative retail activations.
“We look for brands that bring in new sectors or services we haven’t explored,” he explains. “Chilled Events, for example, focuses on place-making and consumer-facing activations, which is very different from our traditional B2B work. It broadens our creative capabilities and client base, particularly in fashion, beauty, and retail.”
This approach reflects Parnham’s long-standing philosophy: acquisitions must have a clear purpose and align with values. “It’s not easy to make acquisitions work, but if you plan carefully and ensure the culture and vision match, it can be very successful. For us, it’s about growth with integrity.”
Mentorship and influence
Mentorship is another area where Parnham leaves a mark. Whether through his guidance at Meeting Needs or SITE GB or coaching within veSspace, he prioritises developing talent and fostering the next generation of event leaders. “Associations and charities give me the opportunity to support people in a way that goes beyond the corporate day job. It’s emotionally fulfilling and allows me to see the broader impact of what we do in the industry.”
He also describes his own approach as a ‘fixer’: stepping into organisations or projects to help identify challenges and deliver change. “I enjoy helping something take a step forward, whether that’s strategy, operations, or people. That drive has guided much of my involvement with both corporate and charitable initiatives.”
A balanced perspective
Parnham offers a measured view of the current state of the sector. Budgets remain challenging, deadlines are tight, and client expectations are higher than ever. Yet he is optimistic about growth. “After a challenging year last year, this year is much stronger, and the year after that looks even better. Across sectors, we’re seeing a consistent step-up in activity, with clients more open to investing in experiences that drive results.”
His observations also hint at the wider shifts in client behaviour post-pandemic. “Clients want collaboration, creativity, and measurable outcomes. They’re also more conscious of the guest experience than ever before. That’s a positive change for the industry, even if it makes our jobs more complex.”
Charity and giving back
Even amid corporate growth, Parnham maintains his commitment to giving back. His involvement with Meeting Needs, where he served as chairman, transformed the foundation’s approach to fundraising and community engagement. “It was one of the most rewarding times of my career,” he reflects. “We set the stage for bigger and better initiatives under Lene’s leadership. It’s satisfying to leave something more credible and impactful than when I started.”
Recognition, not destination
So what did it mean to win Personality of the Year?
“I love walking around the room at the M&IT Awards,” Parnham says. “Seeing old friends, former colleagues, people you haven’t seen in years - it’s a reunion for the industry.
“When James Rees started his speech, he said, 'This year’s winner has been in the industry for more than 30 years,' I immediately relaxed and thought, that’s not me, I’m not that old!
“So I took a big sip of champagne, sat back, and tuned out a bit. Then I heard him mention Zibrant, and suddenly I was listening again. That’s when it hit me - oh my God, it’s me.
“The best part was when he mentioned Absolute Corporate Events - there was this lovely flutter of applause and cheers. That moment of warmth from the room was incredible. It made me feel truly seen and appreciated. I went through every emotion in those two minutes, but it was worth it.”
There was even an unexpected reunion when Parnham won: Vernon Kay, who hosted the evening, was the first celebrity he ever hired, two decades ago. “Getting my award from him - it felt full circle. I didn’t ask if he remembered me; I doubt he did. But I did.
“The response afterwards was overwhelming. People came over to congratulate me, and in the days that followed, I had so many messages and emails. It was humbling - I was just filled with gratitude. Every time I glance at the award on my desk, it still makes me smile.”
While the award serves as a reminder of his career accomplishments, Chris prefers to focus on influence rather than accolades. “It was a wonderful evening, but what matters more is the work we do; mentoring, creating experiences, growing the industry responsibly. The award is just a reflection of that, not the goal.”
Looking ahead
Parnham is already contemplating his next steps, both professionally and within the broader industry. “There’s always potential for something new, whether that’s an acquisition, a project, or involvement in an association. I like to take on challenges that have a meaningful impact and allow me to continue guiding the next generation.”
For now, he continues to lead veSpace’s strategy, deliver inventive client experiences, and maintain his role as a mentor and industry influencer.
In an industry where trends, budgets, and client expectations shift rapidly, Chris Parnham remains a steady, insightful, and influential presence - shaping events, inspiring talent, and leaving a lasting imprint well beyond any awards stage.