Robert Hill on the left with business partner Nick Shuff on the right.

Setting up your own business is hard in any sector, although when it comes to the events industry it can get even tougher with there being so many different aspects to think about, and so many different types of people to please.

Robert Hill, the CEO of The Eventa Group knows this all too well. After starting his latest venture during the recession in 2009, he’s now turning over close to £10 million when combining the 3 brands that fall under the group, and had his company named in the Virgin Fast Track Awards as one the 100 fastest growing companies in the UK (making The Eventa Group the fastest growing events company in recent years), so it’s safe to say he’s made a success of it.

But how did it all happen, what were the struggles, and how did he get to where he is today?

We sat down with Robert to find out…

What was the spark of inspiration that you had to start your own business?

To be totally honest, I was fed up with the corporate world and working in a job that didn’t bring any excitement into my life, and I always had that burning desire to start my own business – but had never seen many opportunities until the idea of travel and events came along.

I’ve always been on the lookout for niche internet business opportunities that aren’t owned by large corporations, and this was the perfect fit, being that there was a lot of search traffic for corporate parties but not many there to answer the need.

With millions of limited businesses in the UK alone, and most of them wanting to easily arrange a party or corporate event, there was an obvious gap in the market and it shows – we grew the brand of Eventa corporate parties from a turnover of £50,000 when starting it in 2009 to £1.7 million in 2013 – which contribute nicely to our overall £10 million turnover!

What were the toughest aspects and struggles of getting going in the early days?

Well, I started the brand of Eventa in 2009, and that was of course during the worst recession in 50 years, which was without a doubt the toughest struggle to overcome up to this point. Firstly for the simple fact that starting a new business during a recession is an extremely unadvisable thing to do, but also because on a handful of occasions we would be in talks with companies about setting up their events and then calling them back to find out they had gone bust.

Despite this we kept going and placed a major emphasis on Google and search ranking on being our driving force. Other struggles were the need to train staff up to the right standards, because we wanted to set the bar very high before they started working with clients; and finally, the need for a dedicated CRM system. This took time to roll out, but is key to a modern events business.

What is the Most Essential Part of your Business?

I just mentioned the absolute necessity for a CRM system, but the most essential part of this business is the people – full stop. Events companies are service-based companies, so employees that can manage relationships and retain happy client’s year-on-year are priceless. It is having great, reliable staff that deliver for clients which enables you to become a business that sets trends instead of follow them.

Has the Events Industry Changed a lot Since the Early Days, and if so, in what ways?

It has changed massively even since 2009 – which because of the recession, was a terrible time for events businesses, or any business for that matter. Now, budgets are back and so is confidence.

Companies are setting up and booking events with confidence, knowing that their business will still be around rather than worrying month to month. So in terms of corporate Christmas parties for instance, they are no longer seen as a ‘luxury’, but an essential part of rounding off the year and rewarding staff once again. The market has widened.

So for anyone that is thinking about starting a business but is worried about the economy – don’t let those worries put you off, as it is all about thinking and planning long-term. Build it up with the right staff and relationships and it should end up sustaining itself.

How important is it for events to utilise the best technology to ensure a smooth experience for their guests?

Extremely important. All companies need to move with technology as much as possible – and that can be during events, although I think the most important use of technology comes before that. The rise of the smartphone and tablet devices means that all events businesses need to be mobile friendly – from their websites to the e-mails that they are sending out. I’ve known peers that haven’t even got websites and are wondering why their business is suffering for them!

Event customers are tech savvy so they naturally expect their suppliers to be too. For us a current focus is on launching an app that will make the entire process of discovering, putting together and booking the dream office party a much smoother process. With inclusions such as the ability to easily choose location, varied menu options, entertainment for the night and possibly even a ‘party theme finder’ for those who aren’t sure about where to start when arranging their office parties – it should help us keep up with the ever-growing dominance of the mobile-user.

What advice would you have for other event entrepreneurs looking to break into the industry?

Don’t ever let the competition put you off. There are a lot of opportunities out there, and in a service-based industry, there are low barriers to entry. I’ve already mentioned it but it is also all about relationships and the necessity to manage and develop these relationships.
Bring in people who can do that well and you won’t have to regularly invest in chasing new business, but instead you’ll have a business that will sustain itself through repeat customers.

What was the moment you felt you ‘made it’?

I don’t feel I have! I think that’s the essence of being an entrepreneur, as growth is addictive and I am always looking forward to the next thing and the next thing after that.

Although if I did have to pick one moment, it would be the 2 times at Sir Richard Branson’s house celebrating making the Virgin and Sunday Times Fast Track 100, being in a room with the owners of the other fastest growing companies in the UK, learning their stories and of course, meeting Richard Branson – the man that has set the bar for so many entrepreneurs.

Finally, what does the future hold for The Eventa Group?

We’re going to be diversifying our corporate offering outside of what we currently do, because with a vast database of blue-chip clients, as well as the suppliers here in the UK and abroad, it only makes sense to broaden our scope to areas such as corporate golf breaks, ski weekends, conferences and hospitality events among others. Some of which may open up the opportunity to work closely with Eventbrite which is something we definitely recommend to our clients!

We also have the app I mentioned earlier which is a large undertaking but another thing that pushes us towards our never ending goal – constant sustainable growth.

Thank you to Rob for the insight into what it’s like to make it as an entrepreneur in the events industry, just make sure to keep an eye out for what The Eventa Group and its other 2 brands, The Stag Company and Hen Heaven have planned in the future as it sounds like there are some interesting things coming up!

Do you have any questions you’d like to ask Rob?  An entrepreneurial experience you’ve had in the events industry you’d like to share?  Let us know in the comments below!