A dramatic increase in new bussines

Following a refinement of their activity and closer working relationships through both the HBAA and direct with leading event agencies, the Barbican has seen a dramatic increase in new business from event booking agencies.

“For a long time the Barbican focused on the development of relationship directly with corporate clients and associations. Whilst this approach delivered significant results there was a clear opportunity to develop our profile in the agency sector,” comments Jackie Boughton, Head of Barbican Business Events. “Through the HBAA and personal relationships at several key agencies we have seen significant growth amongst agencies, so much so that we are now regularly receiving in excess of one million pounds of enquiries each week across the Barbican Business Events portfolio.”

Laura Hoeksma

Account manager

Grass Roots Meetings & Events is amongst those agencies working more closely with the Barbican as described by Laura Hoeksma: “The Barbican recently hosted a significant event for one of our clients as it provided a fresh and distinctive setting, far different from the traditional venues they had historically used. With its ready made spaces, significant branding opportunities and excellent customer service it was the ideal venue for our client, particularly as it is so well located. The venue is clearly making itself better known, developing relationships and ensuring it is front of mind amongst our teams working across a variety of sectors, including financial, automotive and technology.”

Much of the Barbican’s success in the agency sector can also be attributed to its growing relationship with the HBAA as commented on by their Consultant Executive Director, Juliet Price. “The Barbican is clearly recognising the power of booking agencies and demonstrating best practice when it comes to building relationships. Agencies account for around 60% of business placed across the UK events market, they are an incredibly powerful part of our industry and key to the long term success of many suppliers. Working with the HBAA to make the most of those relationships and deliver clear results demonstrates not only the impact the HBAA has as an association but also the professionalism of the Barbican.”

A long-time meetings industry addict, Gorazd is the Founder and owner of marketing and event agency Toleranca Marketing. He has many years of experience in planning, preparing and carrying out large international meetings and exhibitions. As the founder of the "Power to the Meetings" methodology, he still firmly believes in the power of live events and human to human communication. He is also the author of numerous articles and editor-in-chief of the meetings industry magazine Kongres Magazine.