Agency bookings have increased from 14% to 28% in the last 12 months at the Barbican, according to its events management. The figure builds on an uplift the previous year which saw agency business increase to 14% from just 1% the year before that.
“Following greater focus on our agency relationships, both direct and through the HBAA, we are reaping the benefits of this work as it drives new business into the venue,” said Jackie Boughton, head of business events at the Barbican, who notes direct corporate and association business remained steady throughout the period, meaning this is all additional revenue.
“As a world leading arts and events venue, such success is reinvested both in the building itself and our ground-breaking arts programme, ensuring the venue offers something truly different to both its commercial and domestic audiences,” Boughton added.
Boughton picked out the HBAA’s role in her venue’s success, saying the association brought together agency and supplier members, “building relationships and opportunities for all”.
The HBAA’s consultant executive director, Juliet Price noted that agencies deliver around 60% of the meetings and events business placed across the UK market. “We are delighted that venues such as the Barbican see their value and work so closely to grow such vital relationships,” she said.