Women make up around 70% of the global events workforce but their stories, leadership, and influence are often underrepresented.
The 70% is a weekly series celebrating the women shaping the events industry. From rising stars to seasoned leaders, each profile shines a light on the career journeys, challenges, and perspectives of women working across all corners of the sector.
In this week’s edition, we speak to Holly Faulkner, director and co-owner of Purple Patch Group & Presentation Experts.
How many years have you been in the events industry?
So many that I’ve stopped counting. We’re celebrating our 20th anniversary at Purple Patch Group this year and let’s just say there were a few more years before that. I’ve been around long enough to know why PowerPoint slides are called ‘slides’ and how long it took to rewind an old BETA tape.
How do you balance professional growth with personal commitments, and do you think the industry is evolving in terms of work-life balance?
I grew up in an environment where women worked hard and that was part of family life. That taught me two valuable lessons: 1) women can work in any industry regardless of stereotypes and 2) hard work and ambition are important drivers to success. There comes a point when the balance tips in the wrong direction and consequences creep up on you though. With that in mind, we’ve made it our mantra at Purple Patch to ‘Grow Sustainably’ and ‘Be a Great Place to Work’. These two simple messages keep up me on track and ensure our team have a good work-life balance so that when the time comes to put in the extra effort, they have the energy and drive to pull through.
How do you see the events industry evolving in terms of diversity, equity, and inclusion?
There’s still plenty to be done across the industry but there’s no doubt we’re seeing a positive shift in the right direction. For instance, it wasn’t long ago that a Show Caller (usually me) was the only female presence behind the scenes. In stark contrast, our biggest event last year saw an entirely female front row of technicians. As a small agency we’re nimble enough to partner with suppliers and contractors who help us drive these changes.
We’re seeing it from both sides – clients are driving the change too. As more clients focus on DEI, they’re mandating that inclusivity be recognised in the planning process – often from the initial RFP. For those clients who aren’t requesting it openly, we’re guiding them to positive solutions in subtle ways.
What advice would you give to young women looking to enter and succeed in the events industry?
Young women entering the industry should feel confident that there are myriad roles open to them. Try out a variety of entry level jobs, find what sparks your passion and got for it. Be open to exploring different opportunities and experiences – there’s so much choice available.
I’d advise starting out in small agencies where you can be involved in the end-to-end experience and make an impact straight away. There’s nothing better than seeing something you’ve worked hard on being enjoyed by an audience.
How do you handle setbacks and failures?
This is an industry built on overcoming challenges. The longer I’m in it, the more I’ve realised how important it is to have great people around me. I’ll never forget, our first team Away Day, we were gathering for coffee about to start our day, when an urgent client issue popped up on my email. Within moments, the entire team jumped into action, drawing on their Event Management skills – pulling resources from every direction. Within an hour, the issue was resolved, the client was happy, and we started our Away Day. It was the finest example of a great team of individuals instinctively coming together to create solutions without hesitation.
What changes do you think are still needed to create more opportunities for women in leadership?
I’ve seen dramatic improvement in recent years. Gone are the days people automatically assume women are in the supporting role rather than the lead. The more visible women in leadership roles are, the more those stereotypes will change. Platforms like this help us share our stories and inspire others.
Opportunities aren’t handed out easily though. Ensuring the right training and knowledge is developed at the base level is vital. Building support networks will continue to empower women to grow and progress through the industry giving them confidence to succeed.