Barbican agency push pays £1m a week enquiry dividend

The Barbican in London has said that closer working relationships with both the industry association, the HBAA and direct with leading event agencies, has led to a 13% 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. While this approach delivered significant results there was a clear opportunity to develop our profile in the agency sector,” says head of Barbican business events Jackie Boughton.

“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 £1m of enquiries each week across the Barbican Business Events portfolio.”

Grass Roots Meetings & Events account manager Laura Hoeksma says 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”.

HBAA consultant executive director, Juliet Price adds: “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.”

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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