Events agency Sheer Edge chronicles the evolution of an IT association’s annual conference.
For over half a decade, Sheer Edge has been the trusted event partner of a leading IT association, guiding it through a dynamic journey of transformation, innovation, and growth. What began as a straightforward venue sourcing project has evolved into a strategic collaboration that has redefined how the association engages with its members, both seasoned professionals and emerging talent.
2019: Laying the foundations
In 2019, Sheer Edge was tasked with securing a venue for the association’s flagship annual conference. The brief was clear: find a space that reflected the professionalism and technical excellence of the mainframe community, while offering flexibility for breakout sessions, networking, and exhibitions. Sheer Edge delivered, identifying a venue that ticked every box and laid the groundwork for a high-impact event.
However, the pandemic in 2020 brought those plans to a halt. With the live event cancelled, the association faced a critical decision: postpone or pivot.
2020: A virtual leap forward
Sheer Edge proposed a bold alternative: what if the conference was transformed into a fully virtual experience? Drawing on the team’s expertise in digital event management, they curated and delivered the association’s first-ever online conference, and the results were remarkable.
Not only did the virtual format allow the association to maintain continuity, but it also expanded reach far beyond the UK. Attendance surged, with delegates joining from across Europe and North America. The accessibility of the digital platform attracted new members, particularly younger professionals who might not have travelled for a traditional event. Membership numbers rose and the association’s visibility within the global mainframe community grew exponentially.
2021: Back to live, better than ever
As restrictions eased, Sheer Edge supported the association’s return to in-person events, but this wasn’t a simple rewind.
The team reimagined the live experience, blending the best of physical and digital formats. Hybrid elements were introduced, allowing remote delegates to participate in keynotes and panel discussions. The venue selection reflected a renewed emphasis on collaboration and inclusivity, with spaces designed to foster dialogue between generations of IT professionals.
Sheer Edge handled all the details – venue sourcing, negotiations, and securing the ideal venue for the association’s next phase of events – ensuring a seamless transition back to live events while preserving the expanded reach achieved in 2020.
2023: Deepening engagement
By 2023, Sheer Edge’s role had grown beyond event execution. The team became strategic advisors, helping the association refine its offering to better serve its evolving membership. This included enhancing the exhibitor experience as well as managing accommodation, transportation, event production, and supporting the committee with the running order and logistics for the event. Attendee numbers also increased significantly enough that the venue had to host a second formal dinner to cater for the higher numbers. The association’s annual conference became more than a gathering; it became a platform for thought leadership, mentorship, and community-building.
Looking ahead: A new chapter
Now, as the association looks toward its 2025 conference, Sheer Edge is once again leading the charge. With a clear vision to attract younger, grassroots talent into the mainframe industry while continuing to support long-standing members, the association is rethinking its entire conference model.
The team is guiding this shift, advising on a new calendar slot for future years to better align with academic cycles and industry trends. The company is also supporting the association to reshape the event’s structure, introducing new friendly evening networking and entertainment options. The goal is to create a multi-generational experience that bridges legacy expertise with fresh perspectives.
A partnership built on progress
From venue sourcing and vendor support to hybrid innovation and event production, Sheer Edge has added a new layer of value each year. The team’s ability to anticipate change, adapt quickly, and deliver with precision has made them an indispensable partner to the association. As the industry evolves, so too does the conference. Sheer Edge remains at the heart of that evolution, supporting the association to host events that are not just successful, but transformative.
If you feel that you would like a similar event support team working with you for your future events, get in touch with the Sheer Edge team, who would be more than happy to help.
hello@sheeredge.co.uk | 0330 223 3176