Susan Tanner, CEO of the National Outdoor Events Association (NOEA), discusses the mounting challenges for organisers ahead of the association’s 45th anniversary.
It’s a proud milestone; four and a half decades of supporting the UK outdoor events industry through representation, education, and community. From small festivals on the Orkney Isles and car rallies in Wales to landmark gatherings in London’s parks, our association has stood alongside the people and businesses who make events happen.
As we look to the end of 2025 and ahead to 2026, we’re often told there has never been a better time to be in events. Our own convention on 27th November will explore exactly why. From the joy of shared cultural moments to the power of business gatherings, the social, economic, and human impact of events has never been more visible, or more valued.
The evidence is clear: after decades of hard work building a community of world-class organisers, events are no longer ‘nice to have.’ They are essential, a cornerstone of music, sport, culture, commerce, and even national and local identity. That recognition brings a new kind of stability to our industry. And yet, we know the paradox. While demand for events grows, staging them has never been more challenging. Costs of goods, services, and skilled people are all rising. The fiscal pressures of the past 45 years have not gone away; instead, they’ve been compounded by the wider economy and the long tail of COVID-era debt. Too often, organisers are forced to weigh up whether the risk is worth the reward.
To those outside of the industry looking in, the answer is yes. Businesses love events, whether to stimulate local economies, build brands, or strengthen communities. Local authorities, too, are recognising their value, investing in events for placemaking and economic growth. And audiences are not just showing up; they’re growing.
The world wants events; the real question is whether organisers are still willing, or able, to shoulder the risk of delivering them. Too often, the burden falls on individuals whose homes, livelihoods, and creativity are on the line, without the support they deserve.
This is the dilemma we’ll debate at the NOEA Convention. Are we truly live at 45 – thriving, growing, and confident – or simply alive at 45 – surviving against the odds? I hope you’ll join us to be part of that conversation.