Women make up about 70% of the global event workforce, but their stories, leadership and influence are often underestimated.
70% is a weekly series celebrating women who shape the event industry. From rising stars to veteran leaders, each profile sheds light on the career journeys, challenges and perspectives of women working in every corner of the sector.
In the fifth edition, we will talk to Joanne Barratt, managing director of Venues Collection.
How long do you work at the event?
It’s been over 30 years since I’ve been attending hospitality and events since graduating from university. I started working in food and drinks during A level and then took a slightly unconventional route into the industry after failing with them. But that wasn’t the case. I continued to study hospitality through another course that combined industry experience with education, but never looked back. Everyone’s paths are different and shapes who I am.
How do you balance the growth of professionals with personal commitment? Also, do you think the industry is evolving in terms of work-life balance?
It’s difficult to balance both. Anyone who says that isn’t the case will not be honest. You are constantly prioritizing between work needs and family needs, but sometimes conflicting, but it’s just life. I plan everything as far as I can in advance, but I build up space for confusion as things happen. Being organized can help, but having a strong team around you at work or at home really makes a difference.
I’m trying not to work this weekend. If so, it’s about keeping up with things on my own terms. And when I’m home, I exist. I’m a mom. When I’m at work, I’m totally there too. The separation of that headspace is important.
In terms of the industry, there has been an improvement in supporting work-life balance, but it depends heavily on the culture and leadership of the company. Large businesses tend to implement policies, but smaller or privately owned businesses can be hit and miss. Ultimately, if leaders value flexibility, then the company values it.
How do you think the events industry is evolving in terms of diversity, equity and inclusion?
The industry cannot survive without it. Our teams, our clients, our guests, they are all diverse and our industry needs to reflect that. I am extremely proud to work in the barrierless sector. This means that people can ultimately learn at work.
We created “our social promises” with a compass. Recognizing what we can do to help people thrive, be themselves and succeed in our sector. We invest in learning and development, especially apprenticeships, but we also have programs that help long-term unemployed and disabled people at work. We know that our workforce reflects the frontline UK population, but this changes at a management level. We recently conducted a manager survey to determine whether there are specific groups of people who may have career opportunities and need additional support.
What advice would you give to young women looking to join the event industry and succeed?
Anything is possible, there is no more configured path. No event management or a degree from a specific background is required. You need a company that values driving, the right way of thinking, and your potential.
Find a mentor, choose a workplace with a culture that supports your growth, and back up yourself. If things don’t go to planning, that’s fine. Then learn and continue. I failed to get to A level, but I still managed the venue’s national collection. There are multiple ways to build a career.
How do you handle set errors and failures?
With level head. Experience helps, I have learned not to spiral even if I’m angry inside. I’m trying to be practical. To retreat, we deal with the situation and reflect on what could have been done differently.
As a leader, my team needs to calm me down when it all goes wrong. I often play devil defenders and help them work through the problems themselves. That’s how you build resilience by giving people the space and support to learn from mistakes.
What changes do you think are still needed to create more opportunities for leadership women?
We need to tell our stories. People look at people like me and assume I was always in the advanced role, or it was an easy ride. That wasn’t the case. I worked my own way, from kitchen porters to MD. I had to wear a suit, play games and prove myself multiple times.
Sharing these journeys (real journeys) is what inspires other journeys. It’s not just mentoring. It’s about vision. It shows people what is possible, what roles exist in the industry, and the different ways to get there. And yes, we also need the men on board. I’m going more in the future. That’s encouraging. But it’s all of us who move the needle.
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