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Claire Derrick: Empowering the Next Generation of Event Professionals

Inspiring Event Education!

The event management industry thrives on creativity, organisation, and the ability to deliver memorable experiences. With technological advancements and a focus on creating personalised, immersive events, the industry is evolving beyond traditional gatherings to deliver exceptional value to both clients and attendees. Event management plays an essential role in connecting brands, businesses, and individuals, contributing to marketing, networking, and educational efforts across various sectors. As a result, it has become an important part of business strategies worldwide, helping organisations foster relationships and elevate brand engagement.

Claire Derrick, the Founding Director and Academy Principal, brings an innovative approach to event management education. With a deep understanding of the industry’s nuances, she has made it her mission to equip aspiring professionals with the skills necessary for success. Claire’s leadership is defined by her focus on practical training, industry collaboration, and a forward-thinking mindset, shaping a new generation of event managers ready to meet the sector’s demands. Through her unique vision and expertise, Claire has built a reputation as a leader who educates and inspires those entering the profession.

The Event Academy, where Claire serves as the driving force, is recognised as the UK’s leading event management training institution. Dedicated to producing highly skilled professionals, the academy offers comprehensive courses designed to meet the changing needs of the industry. With a commitment to academic excellence and real-world application, the Event Academy has trained thousands of individuals, preparing them for successful careers in a dynamic field. It stands out for its dedication to quality education and its ability to adapt to global industry trends, ensuring its graduates are well-prepared for the challenges and opportunities ahead.

Let’s explore Claire’s journey from finance to event mastery:

Bridging the Skills Gap in Event Management

After earning a degree in International Business & Marketing from the University of Greenwich and joining the Chartered Institute of Marketing, Claire honed her commercial skills. While working for a U.S. financial investment firm, she became passionate about improving customer service through experience design, focusing on productivity without sacrificing service quality.

Upon returning to the UK, Claire entered the events industry, working for charities and members of the British Royal Family before founding her own event agency. She delivered top-tier experiences for nonprofits, government agencies, and universities.

Realising many hires lacked the necessary skills despite impressive résumés, Claire often had to train them herself. This inefficiency inspired her to launch the Event Academy in 2011.

Collaborating with Industry Experts

Claire’s main role at Event Academy is to drive the company into new markets. She and her partners are expanding courses globally, with full programs now offered in Saudi Arabia and Europe. Claire also collaborates with industry professionals to develop courses that meet the evolving needs of the events and entertainment sectors.

In the UK, she oversees academic governance and accreditation for all live, virtual, and on-demand courses. She ensures teaching excellence by hiring top practitioners, upholding rigorous standards through the organisation’s awarding body, the Chartered Institute of Marketing (CIM), and providing a high-quality experience for both students and alumni.

Mastering Large Scale Event Management

Managing large-scale events has taught her the importance of being organised, well prepared and to manage the smallest detail to create an experience that not only delights but WOWs.

Claire’s experience in researching, creating, and managing international challenge events has deepened her love and respect for diverse cultures. This cultural insight benefits her and her team as they expand the Event Academy into new global markets.

Strategic Application of Behavioural Profiling

Claire believes effective communication is essential when managing diverse teams across various regions, along with respecting local traditions and cultures. The international trainers at the Event Academy focus on cultivating transformational, lasting change, not through rapid shifts but by nurturing gradual evolution that impacts every level of an organisation, from junior staff to leadership.

As a behavioural profiling expert, Claire teaches students to understand their workplace behaviour and its effect on others, enhancing team dynamics and communication. She also consults with leadership teams in the events industry, helping them strategically apply behavioural profiling to hire the right talent for the right roles.

Encouraging Ongoing Support Beyond One-Off Events

She strongly advocates for cross-departmental collaboration in organising fundraising events. She explains that “it is not just about hosting a one-off event and expecting attendees to become lifelong supporters.”

“An integrated approach—combining events, individual and regular giving, corporate sponsorship, and legacies—maximises the donor lifecycle and brings significant rewards for charities. Simply put, when someone attends your event, take care of them. Keep communicating and encourage ongoing support through various fundraising channels.” She states.

Investing in Education for Career Mastery

Claire is a strong believer in lifelong learning. Quoting Benjamin Franklin, she highlights, “For the best return on your money, pour your purse into your head.” This philosophy is at the heart of the Event Academy. When students invest in one of the courses, they signal to future employers their commitment to mastering their craft.

She has always sought leadership mentors who challenge her. She appreciates when someone sees her world from a completely different perspective. The more experience she gains, the more she realises how much more there is to learn—and she finds that exciting.

Advocating for Mental Well-Being

According to Claire, the event industry is one of the most stressful fields, with demanding schedules and long hours. Claire has personally experienced burnout from such pressures. She has learned that working to the point of exhaustion is harmful to both mental and physical health. As a leader in the industry, she advocates for mental well-being, emphasising the importance of regular breaks, exercise, and a healthy diet.

She also encourages spending quality time with friends and loved ones. “Surrounding yourself with those you care about nourishes your soul and positively impacts your work and overall well-being.” Claire quoted.

Staying Informed through Event Attendance

Claire is an event enthusiast. She reads extensively on event design and best practices and regularly attends events to stay informed. Even if she is not particularly interested in an event, she attends, knowing she will learn something valuable to share with her students at the Event Academy. All lecturers are encouraged to teach emerging industry trends, instilling curiosity and good habits in students early in their careers.

Claire also attends trade shows and conferences when her schedule allows. Recently, she spoke on a panel about mental health at the Saudi Event Show in Riyadh and participated in Great Futures and the Middle East Event Show in Dubai.

Prioritising Self-Care for Career Success

Her advice to those aspiring to build a career in event management and charity fundraising is to start by investing in education. Event management requires creativity, organisation, and problem-solving, so taking courses in event design, logistics, and fundraising strategies is essential. Gaining practical experience through internships or volunteering is also encouraged for every Event Academy student.

She believes networking is key. Building relationships within the industry by attending events, joining associations, and collaborating with other professionals can help access resources and opportunities that can further one’s career.

In Claire’s view, by combining knowledge, experience, and networking with a focus on well-being, individuals will be prepared to succeed in event management, charity fundraising, and wider leadership roles.

Committing to Sustainability in Events

The goal at the Event Academy has always been simple: to produce the world’s best event professionals who are confident, capable, and creative in their roles. The aim is for graduates to be ‘work-ready,’ bringing immediate value to the organisations they join.

Additionally, the aim is for them to lead by example in fostering a healthier event industry—one that prioritises work-life balance. The belief is in the mantra: work hard, play hard, and rest well.

Equally important is the commitment to sustainability. Students are taught to prioritise eco-friendly practices, from reducing waste and energy consumption to sourcing sustainable materials. As the events industry grows, so does its environmental impact.

The goal is for graduates to be empowered to innovate and implement solutions that ensure events are both successful and environmentally responsible, contributing to a sustainable future for the industry and the planet.

Get in touch with Claire Derrick – claire@eventacademy.com