| One of Europe’s leading creative live event strategist. Christopher has been producing, promoting and designing live event experiences for over 30 years. Although known for promoting live concerts and tours across Europe Christopher’s focus is on B2B marketing, partnerships, affiliate campaigns, investment sourcing and business development through events . Founder of The Environmental Sports Initiative and Head of Strategy for ‘The Events Greening Program’ for ‘The Green Energy Fund in Denver, Christopher is a leading advocate for actioning a positive environmental change across all event sectors. Christopher created Hybrid Events in reaction to the pandemic and a rise in demand to pivot many events online. Bringing together a global hub of freelance talent Hybrid Events has delivered some of the most complex truly global virtual events as well as ground breaking Hybrid Events challenging the way we do B2B events. |
- How long have you worked in the events industry and what keeps you interested in it?
30 years working in live events and live broadcasting. The collective experience of humans coming together sharing a moment in time and becoming a ball of connected energy is electrifying. Live events is not a job it is a way of being. - Best (and worst?) moments working in the events industry?
Best moment lots to choose from. Will have to give 2 examples. First, Producing the ‘Motown 50 Anniversary Tour’ if celebrating arguable the most iconic and influential name in the music industry was not enough of a thrill I made history having Jack Ashford as the Musical Director. For those who may not know why this made history ‘Jack Ashford’ is the remaining member of the Motown Studio band named ‘The Funk Brothers’, being a member of the Funk Brothers Jack has played on more hit records then any living musician. This tour made history not through design just through me not knowing that Jack had never met the Motown artists he was now on Tour with although he had play on all their hit recordings. This was a magical moment. Celebrating a legacy while creating history at the same time.
The second. In 2007 I had just launch ‘The Environmental Sports Initiative’ and trying to get live sports to make some sustainable environmental changes. Only one sporting federation would even have an open dialogue about the environment at this time. FIVB, The Fédération Internationale de Volleyball listen and followed our suggestion and took the first full recycling facility on their Global 2007/8 Beach Volleyball Tour, the system is still in operation today.
The worse moment was losing a delated on the Island of Malta; as any event professional will tell you your event insurance is only valid for this if you report someone missing within 24 hours. The conference finished and the 800 delegates departed back home. I had to stay on the Island while filling out all the correct paperwork for the missing persons. I was late for my next event and it cost me time and money. It turns out he left Malta and returned to the US as he suspected his wife was cheating on him. Human behaviour is something that never stops presenting event professionals with challenges. - What was the last event on which you worked?
I have just finished working on The London Football Awards Virtual Event and am running an internal corporate campaign launching a new CRM system across their global business. - From your experience, what’s the best way to utilise tech at an event?
This is hard to answer as technology and live events go hand in hand. I was the first producer to use projectors on the outsides buildings in Toronto at the World Stage Festival, one of the first if not the first conferences to give every delegate a laptop and link them together via cables for total interaction and personalised tailored content. Right now I am exploring live events and NFTs /crypto wallets. Technology and live events are entwined. - We all learn from our mistakes! What was the biggest lesson you learned from a mistake since being in the industry?
Never be the first event to try something new, it always costs more then you budgeted and almost always underdelivers. - What are you most looking forward to at Event Tech Live?
The coming together of event professionals to share freely their knowledge is what the industry needs to do if we are going to overcome the challenges facing us. We can no longer work in silos we have to collaborate and Event Tech Live is a great platform for this. - What can our delegates expect to take away from your session at ETL?
At the end of my session delegates will be informed of the environmental challenge which faces us all. I will give clear factual on the ground solutions which are the key technology solutions on the roadmap to sustainable events. Every delegate will leave with the knowledge of how to raise the issue of sustainability at the first touchpoint with all clients, promoters and venues across all sectors of the industry. - Which one piece of tech couldn’t you live without?
TV - Most pointless tech you have purchased?
Electrical tin opener
Join Christopher for his session: Event Technology and its role in Green Events
at ETL US & Canada on June 10th on the Omni Stage – Book your ticket here
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