Over the course of the CN 30underThirty programme, Conference News will be speaking to members of the programme about their professional journey and the causes they’re championing to shape a more inclusive, forward-thinking industry.
This week, we meet Amy Irwin, deputy event director at Premier Events.
What made you want to get involved in the industry and why?
It was a placement year that did it. I went to university to study Public Relations, genuinely unsure of what I wanted to do next, and a year on placement at Premier Events in 2017 changed that completely — I fell in love with events and everything they had to offer.
I finished my degree knowing exactly where I wanted to be, and came back to Premier in 2019 for good. Since then, I’ve watched the company grow from a much smaller operation into a 50+ person business enjoying its strongest financial results to date — being part of that journey has made this career choice feel even more right.
What is the first career highlight that comes to mind?
Istanbul — my first international event. It opened my eyes to everything that comes with running events overseas, and working with such a great client on a lovely-sized group made it feel like a genuine milestone rather than just another job. I’ve since worked on much bigger events that I’m really proud of, but Istanbul will always be the one that started it all for me.
What have you learned about yourself since entering the events world?
I’ve learned I’m far more adaptable than I gave myself credit for. Events rarely go exactly to plan, and early on that used to throw me. Now I know I can think on my feet, stay calm when things shift last minute, and actually enjoy problem-solving in the moment rather than fearing it.
If you could give your younger self one piece of advice when starting out in events, what would it be?
I’d tell myself: not everything is a crisis. When you’re starting out, every little thing feels like it could derail the whole event, and you carry all of it. Looking back, most of the small stuff sorts itself out — or nobody notices but you. Save the stress for the things that genuinely matter, and give yourself some grace along the way.
How important are schemes such as CN 30under30 and do you believe the industry does enough to support young professionals?
I think schemes like this matter more than people realise. Events can be a tough industry to break into and stay in — the hours, the pressure — and having something that says ‘you’re doing well, keep going’ can make a real difference to someone early in their career. I’ve been really lucky in that respect — I’ve had some brilliant mentors who’ve shaped who I am and have been endlessly supportive, and I know notveveryone gets that. I’d love to see the industry make that kind of support more consistent for everyone, not just something you stumble into if you’re fortunate.
How do you see the events industry changing over the next five years, and how do you want to be part of that change?
I think AI is going to be one of the biggest shifts our industry sees in the next five years — not replacing the people side of events, but freeing us up to focus on it more.
The admin, the logistics, the repetitive parts of planning can be handled smarter and faster, which means more time for the bit that actually matters: the creativity and the relationships. Premier is already leaning into that, being genuinely forward-thinking about how we use AI, and I want to be part of pushing that further — proving that embracing new tools makes us better at the human side of the job, not worse.
What kind of legacy do you hope to leave in the industry?
Be kind. That’s the legacy I want to leave. In events, the hours are long and the pressure is real — it’s easy to let that weigh on you and on the people around you. But kindness costs nothing and it goes further than people think. It’s how you get the best out of a team, and it’s how you build a career people actually want to be part of.
What is an issue or topic within the industry that you think is important and want to champion? Can you explain a bit about it?
I want to champion mental health and wellbeing in the events industry. It’s an industry built on long hours, tight deadlines, and high pressure — sometimes literally being on your feet for 16-hour days to make sure an event goes off without a hitch. That kind of environment can take a real toll if it isn’t talked about openly, and I think we’re still catching up when it comes to genuinely supporting people through it, rather than just accepting burnout as ‘part of the job.
Why is this particular issue or topic important to you?
I’ve felt the pressure of this industry firsthand — the exhaustion, the weight of feeling like everything rests on you during an event. I’ve been fortunate to have supportive people around me to help me through it, but I know not everyone has that. I don’t think anyone should have to sacrifice their wellbeing to be great at this job, and I want to be part of making sure people don’t feel like they have to.
What do you plan to do to continue to champion/topic?
Having started a new role recently, this starts close to home — being honest about pressure and workload with my own team, and making sure they feel they can come to me if something’s not okay. I want that to be something people associate with me as I grow into the role, rather than something I only start thinking about further down the line.
What can the industry itself do to better champion this topic?
I think the industry needs to move past treating wellbeing as a tick-box policy and actually build it into how events are planned and staffed — realistic timelines, proper rest between big events, and a culture where asking for help isn’t seen as a weakness. Recognition schemes and awards are great, but real change will come from companies embedding support into day-to-day working life, not just talking about it once a year.
