Wondering how to get into event management? If event planning is the career choice you always dreamed of, then it’s time for you to make it happen.

The events space is in the middle of a surge in demand all over the world, with the sector expected to grow by over 11% between 2021 and 2028. Businesses, charities, and other would-be clients need talented event planners able to succeed to make those events happen.

That’s why we’ve created this guide.

Here at Eventbrite, we know a lot about event planning. Our global community is home to almost 800,000 event creators — and we want you to join them. So, we’re going to walk you through the basics of how to get into the field.

Whether you want to be a certified professional event planner, an in-house event organiser or a freelance event creator, the skills and strategies are similar!

We’ll take a look at the different types of event planners, how to become an event organiser, explore some free event management courses and how to start your own event planning business.

Black Culture Market
London, UK

What is an event planner?

An event planner is someone who organises events for a living. Often you’ll work on a series of events each year, which may be in the same portfolio or may be completely different.

But event planning is so much more than just setting up event plans and selling tickets. 

In fact, two-thirds of event planners say the most important part of their job is creating experiences. Events make attendees feel connected and inspired — and as an event planner, you get to be the person who brings those amazing feelings and experiences to your guests.

That’s a pretty rewarding career path if you ask us.

But beyond the feel-good factor, an event planner here in the UK will also be looking at great career prospects.

Ticket sales are up across all event types, and 62% of the event attendees we surveyed as part of our TRNDS 2024 report said spending money on experiences instead of material things remains a driving force

this year.

People want to go to great events. They just need great event planners to organise them first.

First Bloom: Spring Cocktails of the Markers Market  / London

What are different types of event planning roles?

Even though most event planners have quite a lot in common, there are actually several different types of event planner.

These roles vary pretty widely depending on what type of business you’re working for, how you’re contracted, and any specialism you may have chosen. To help give you a starting point, let’s walk through a few of the most common types of event planners.

1. In-house event planner

An in-house event planner role may involve organising internal conferences and customer-facing events for one specific company. It may also involve organising the company presence and booth at exhibitions throughout the year.

2. Event planner for an events agency

An event planner who works for an agency will often work for lots of different clients, on many different events throughout the year. These could include festivals, roadshows, conferences, or pop-ups. 

The role of an agency event planner is often fast-paced. It’s not for the faint-hearted as it is oriented around pleasing the client (usually a brand) so that they can appeal to their customer (the end user).

Well-known event organising companies in the UK include companies like Media 10 who organises exhibitions such as Grand Designs Live and Marketing Week. The great thing about working for an agency is that you’ll work (and learn from) skilled professionals in your field, and likely work on big events, forging lifelong professional relationships.

3. Freelance event consultant

A freelance event consultant is a versatile professional who offers specialised expertise and guidance in planning, organising, and executing a wide range of events. With a deep understanding of the events industry, this individual possesses a broad skill set that includes event conceptualisation, budgeting, vendor management, marketing and promotion, logistics coordination, and on-site event management.

As a freelancer, they work independently, collaborating with clients on a project basis to ensure seamless event experiences that meet specific objectives and requirements. In this role, adaptability, creativity, and attention to detail are essential!

4. Event creator

If you’re not into labels or you like to straddle a few different verticals at any given time, you might identify more with event creators.

Event creators are the unique organisers, event planners, performers, businesses, and other organisations that live within the Eventbrite community. Becoming an event creator is all about having a vision for a weird or wonderful event and then putting in the hard work to make that vision come alive.

Thanks to our wide range of event planning tools, anyone can be an event creator. In fact, many of our “super creators” are either aspiring entrepreneurs or local businesses using events as a great way to reach out to their communities.

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Scotland

How to become an event planner

Just like there are several different types of event planning roles, it shouldn’t surprise you to know aspiring event planners can crack the industry in a range of ways.

While this list is by no means exhaustive, let’s take a quick look at three of the most common career pathways that lead to becoming an event planner.

Get the qualifications you need to work in event management

A professional qualification isn’t mandatory, but many event management professionals do find one of the best ways to get started is with concrete credentials.

There are many undergraduate degrees in event management, which usually involve three years of education or four years with a working placement year between the second and third year.

After you’ve completed an undergraduate degree you can also continue to study event management at the postgraduate level, otherwise known as a Masters degree. 

These degrees usually take 12 months to complete but can be completed on a part-time basis if you wish to build relevant experience at the same time.

The tuition fee for an event management degree will vary between courses. But most university courses cost between £9,250 and £11,200 per year.

Degrees in business and marketing are also good qualifications, as these are areas that tie in very closely to the event management process. 

There are also short courses available. Many event bodies offer a diploma or advanced diploma in event management or a related topic such as hospitality. 

Some independent accrediting bodies provide short courses through which you can achieve a certificate in event management or a related topic. For example, you could opt for the Event Academy’s Foundation Certificate — which takes five days to achieve and costs £1,255, according to Prospects.ac.uk.

These types of short courses are good for studying niche skills which may apply to a specific role within an event management career, such as styling, hosting, or wedding planning.

Of course, there is the also the option of taking free online event management courses. These don’t hold the same status for employers and won’t provide you with the same knowledge as formal courses, but they’re a good option if you just want to brush up on a few skills. 

For example, Free Courses Online has a solid event management course for free that don’t require any experience. 

Udemy also offers some online courses, they aren’t all free, but they cost a lot less than some other options.

Degrees in business and marketing are also good qualifications, as these are areas that tie in very closely to the event management process. 

London Gaymers

Get work experience as an event planner

If you haven’t studied event management that doesn’t mean you can’t start a career in the field. Many event companies are looking for skill sets rather than qualifications, and value diverse experience highly. 

Certified Meeting Professional (CMP) is an event-specific qualification that some companies may look for. MPI has a great guide here on how to become a Certified Meeting Professional.

Many event agencies and brands will consider accepting an intern or event planning assistant who demonstrates applicable skill sets, or who has experience but not necessarily a qualification.

Consider how your previous experience or qualifications could be an asset to you in an event management role. You may also find that some companies will support your further learning to allow you to obtain a CMP qualification or other credentials while you work for them.

If you don’t have qualifications in event management, it’s important to provide other evidence on your suitability to the role. This could be in the form of a PDF or online portfolio that shows examples of events you’ve been involved in, testimonials from clients, or a video that shows you in action demonstrating your skills.

There are also many roles, such as bar and waitressing work, project management roles, and even administrative skills which are transferable to a career in event management.

Build an event portfolio

Most event companies will look for at least some experience in event planning and a proven track record prior to offering a role. 

If you don’t have any experience at all, think about opportunities where you can quickly build two or three examples of your event planning skills. This could be volunteering for a charity or a local business or organisation to help with company events, fundraisers, or awards nights.

Many venues will often offer experience in hosting, reception work, and serving tables if approached by someone who is friendly, presentable, and keen. If there are no opportunities in your local community, think about organising your own event from scratch. 

This could be a charity event, a local community fun run, or even a networking event, where local business owners or members of the community can meet and make new friends.

Not sure where to start? There are loads of amazing events you can get involved with to start building your portfolio. 

For example, you could volunteer for a big, inclusive event like Manchester Pride to showcase your ability to work alongside a wide range of vendors and stakeholders in a festival-size event. This particular volunteering opportunity includes equality, diversity, and inclusion training — which is definitely something to add to your CV as an event planner.

Want to get a feel for Manchester Pride before you apply? Take a look at their events page.

Pro tip: Wherever you manage to find experience, document the process and highlight how it demonstrates skill sets that are applicable to the career you’re aiming for. You could also ask the event organiser or venue manager to provide a testimonial, create a video of the experience, or take photos.

Try the most powerful event hosting platform.

Guests dance at Gatsby's Fireworks Yacht Party event

What skill sets does an event planner need?

Effective communication is at the heart of all well-managed projects and events. A good events manager knows how to communicate with directors in the boardroom, as well as the delivery truck drivers on site.

A good event planner also has excellent organisational skills, like a really good PA. An understanding of finances is also vital as much of the role involves managing, communicating, and reconciling budgets.

Lastly, they also need to be client facing — not too timid or scared to sit down with a client at dinner and show their personality.

What tools should you be familiar with?

An interviewee who can demonstrate good Excel skills and knowledge of different event management software will stand out as someone who can hit the ground running — a big plus in such a fast-paced industry. Many event management tools will also have free trials you can use to familiarise yourself with the workings prior to an interview or new project.

Apps like Dropbox, Slack, and Trello can also help you manage group projects effectively. 

If you’re keen on becoming an event planner, you should also check out Eventbrite’s community. With Eventbrite, you’ll be able to explore our community for inspiration and network with other creators. 

Once you’re ready to start creating your own events, you can use Eventbrite to create event pages, set up table plans, sell tickets, promote your events on social media, and even check people in as they arrive.

Manchester gig
Manchester Gig /UK

How to start your own events company

If you’re looking to start your own events company that will manage and produce multiple events for clients, brands, or other agencies, here are the steps to follow.

1. Create a business plan

This will help you to work out exactly who you’re going to sell your services to, what type of events you will run, and who for.

Not sure how to create an event business plan? Take a look at our event business plan guide.

2. Register your business

Register your business name on Companies House, secure the domain for your website, and consider opening a specific business bank account.

3. Secure investment or funding

Speak to investors, banks, or friends and family to help provide the initial funds you need to get your events company off the ground.

4. Market your business

Launching and marketing your events company is essential to securing those first few events, be it through a website, your social media channels, or free advertising in the local community.

If you’re looking for support marketing your events business, it’s worth checking out Eventbrite’s suite of marketing tools. We can help you to manage social media ads, send automated reminders to your guests, and even integrate with apps like Mailchimp so you can stay connected with potential clients.

5. Build a sales pipeline

Network, advertise, build connections with existing clients, and seek referrals to ensure you have an ongoing sales pipeline of clients.

6. Hire staff

Once you are successfully running events for clients you may want to hire for other skill sets, like audio-visual, content creation, or social media.

Host welcomes guest at Plant.Sip.Vibe event
Plant.Sip.Vibe / Britt Parish

How much can you earn in the events industry?

The salary of an event manager will differ depending on whether you are in-house, on the agency-side, freelance or a side-hustler. It will also depend which company you work for. Most event planners begin as event coordinators or assistants and work their way up through the ranks.

According to research by Payscale, below are the average salaries for different levels of event managers.

Event coordinator£22,827 per year
Event manager£28,402 per year
Senior event manager£35,855 per year
Director of events£54,823 per year

So if any one of your elders tells you, “That’s not a real job!” you can tell them confidently that it is — with the facts and figures to back it up. The UK events sector is estimated at £42 billion and sustains more than 775,000 jobs.

There are over thousands of businesses in the UK’s events sector including event organisers, venues, hotel associations, destination marketing organisations (DMOs), destination management companies (DMCs), exhibition contractors, and event production companies.

On top of that is a plethora of suppliers: transport operators, telecommunications and IT companies, interpreters and translators, caterers, event insurance specialists, and many others.

Figures aside, event planning can be seriously rewarding with lots of room for progression and an ‘every day is different’ mindset, which keeps even the most energetic planners on their toes.

And don’t forget the non-monetary benefits — many event organisers get into the industry because they want to create a certain type of community or event that they feel their neighborhood is missing. It can be rewarding and lucrative starting an events company for the right reasons!

Man talks on microphone at Re.Mixer event
Re.Mixer

How to be a successful event manager

How to be a successful event manager

Once you’ve broken into your dream events career, how can you ensure you stay top of your game and become recognised as a successful event manager? 

We asked event management lecturers from around the country for their top tips.

Communicate with clients

“Understand what the customer wants from the event, and make sure you’ve discussed your understanding of the event with the customer,” says Olivia Ramsbottom, Programme Leader in Management at the University of Derby.

“It’s amazing how people can interpret the same instructions differently, so make sure you’ve discussed the brief fully with the customer to avoid misunderstandings.”

Think like an attendee

“Walk the event through as if you were a customer,” says Ms. Ramsbottom. “Where does the customer arrive, where do they go? Where are the toilets, the refreshments, the key contact points throughout the event? 

How easy is it for your customer to get to your event and navigate around it? This process should allow you to do a number of things, from making sure you haven’t forgotten to consider accessibility, to improving the customer experience throughout their contact with your event.”

Understand your role

According to Dr. Caroline Jackson, an event consultant and former Senior Principal Academic at Bournemouth University, a successful event manager must demonstrate they can be all of the following:

“If you cannot fulfil all of these functions it’s necessary to build a team that has these abilities,” she says.

“You need to be constantly aware of the bigger picture; to understand the relevance and impact of events. Become a futurologist — use your observations and knowledge to make predictions about future trends, opportunities, and risks.”

Be an early adopter

Dr. Jackson points out it’s also important for event creators to be able to leverage new technologies to maximise customer experience.

“The best event managers are the technological innovators; the ones pushing the boundaries and doing things differently,” she says. “Be prepared to try new things, keep a finger on the pulse of tech innovation and try to see future possibilities.”

Plan ahead

“All event managers need to demonstrate excellent planning and organisational skills, whether you’re organising a wedding, a festival or a conference,” says David Strafford, a tutor at Falmouth University and co-founder of the events marketing agency Hopper.  

“Make sure you pay close attention to detail as well as the bigger picture, and do try and think of everything that could go wrong… with plenty of contingency plans!”

Network, network, network

“The events industry is built on networks, and the more connections you can make the better,” says Mr. Strafford. “Be friendly, never burn bridges and use social media like LinkedIn and Twitter to connect to fellow industry professionals. You never know who your future business partner might be!”

Nail the brief

Michelle Fanus-St Hill, founder of Dynamyk Events, says it’s critical event planners get crystal clear about what the client wants. If they don’t know, demonstrate what is possible by showing examples of other events. Shape your first event brief around the 4Ws: What, Where, Why, and  Who.

This will enable you to deliver special events that clients want.

Build the right team

Finally, you’ve got to make sure you’re surrounding yourself with the right team members for various events.

“Work with fantastic, first-class suppliers that deliver consistently. It will make you the best. Ask colleagues or associates who they recommend,” says Ms. Fanus-St Hill.

“For example, what fantastic, creative florists have they worked with? Which venues have they used that offer top-notch customer service? Suppliers are a game changer so you need the best on the market.”

Join our community of event creators

If you’re looking for a fantastic opportunity to become an event planner, there are plenty of options — from earning a university diploma or networking to simply volunteering at events to create strong relationships and build your portfolio. 

No matter which path you choose, it’s important that you follow your passion and are able to find support when you need it.

That’s why you should join the Eventbrite community, where you can learn from and connect with our almost 800,000 event creators.