The events industry is fast-paced, ever-evolving, and no two days are ever quite the same. Behind every seamless experience is a team navigating tight timelines, shifting priorities, and the constant need to stay one step ahead.
At Tigerlike, our team has seen the industry transform – from the rise of new technologies to changing expectations around sustainability and guest experience. But with that evolution comes valuable insight, the kind you only gain from being in the thick of it.
We spoke to Senior Event Manager, Katie Ayling, to reflect on the lessons they’ve learned along the way, covering everything from the skills that matter most to what continues to inspire them in an industry that never stands still.
What’s the biggest lesson you’ve learned in your career so far?
One of the biggest lessons is that no matter how much you plan, flexibility is everything. Events are live environments, and things can change in an instant, whether it’s a last-minute schedule shift or something completely unexpected. The key is staying calm, thinking on your feet, and focusing on solutions rather than problems. Often, the way you respond is more important than the issue itself.
How has the events industry changed in recent years?
There’s been a real shift towards experience-led events. It’s no longer just about delivering information or hosting a gathering; it’s about creating something memorable and meaningful for guests. Technology has also played a huge role, from event apps to more immersive production, but it’s most effective when it enhances connection rather than replaces it. Sustainability has also become a much bigger focus, with clients more conscious of the impact their events have.
What skills are essential for a great event manager?
Organisation is a given, but beyond that, strong communication is key. You’re constantly liaising with clients, suppliers, and your team, often all at once. Problem-solving is another big one – being able to think quickly and make decisions under pressure. And finally, attention to detail. It’s often the smallest elements that make the biggest difference to how an event is experienced.
What advice would you give to someone entering the industry?
Be prepared to learn quickly and get stuck in. No two events are the same, so adaptability is important. It’s also worth gaining as much on-site experience as possible – that’s where you learn the most. And don’t underestimate the importance of building relationships; the events industry is very collaborative, and strong connections can make all the difference.
What keeps you excited about events?
It’s the variety. Every project is different, with new challenges, new people, and new ideas. There’s also something incredibly rewarding about seeing everything come together on the day, especially knowing the amount of work that’s gone on behind the scenes. Creating an experience that people genuinely enjoy and remember is what makes it all worthwhile.
As the industry continues to evolve, one thing remains constant: great events are built on experience, adaptability, and a deep understanding of what truly connects with people.
At Tigerlike, we bring those lessons into every project, combining insight, creativity, and on-the-ground expertise to deliver events that leave a lasting impact. If you’re looking for a team that understands not just how events work, but how to make them work harder for your brand, get in touch with Tigerlike to start the conversation.
