Can you describe your job in one line?

I am a Creative Alchemist—someone who merges art and technology to challenge the status quo and create better outcomes.

What’s one thing you wish people outside the industry understood better about events?

Bring in more artists. Most companies focus on the infrastructure, such as fencing, stages, toilets, which is necessary, sure. But the real magic happens through art: light, scent, sound, movement. Artists create memory. Artists create joy. That’s what people remember.

What are the biggest challenges you see small businesses facing right now, especially with all the new technologies available?

The biggest challenges small businesses face right now come down to two things. One is the cost of living and economic pressures, which often mean events and arts get the first budget cuts, making it tougher for businesses in those areas. The other is a tech gap between generations. Mid-career professionals are kind of disappearing, so it’s mostly fresh graduates or much more experienced people. That creates a disconnect in how technology is used and understood.

"We’re an industry of passionate, creative people, but we’re working inside systems that were never really built for us."

How do you approach leadership, especially in creative or high-pressure environments?

Leadership means recognising the individual. Wherever I’ve worked—from London to LA to regional Australia, I’ve learned that people are people. So, it’s about understanding their context, their pressures, and creating space for support and communication. Also: managing expectations clearly. That’s key.

What’s your advice for avoiding burnout in the digital age?

Stop competing, start collaborating. Share tools. Share staff. Ask questions. Hospitality does this well; they pool resources. Events could learn a lot from that model.

Creativity is a huge part of what you do. How do you define it?

Creativity is about challenging the status quo and creating joy. Repeating the same thing and expecting a different outcome? That’s not creativity. It’s madness. People want to feel something—they want interactivity, immersion, and meaning.

Finally, you’ve judged many competitions. What makes a BASA Awards® entry stand out to you?

Simple: clarity. Tell me what you set out to achieve and how close you got. It’s not about big words or long answers. Just be honest, clear, and specific. That’s what great judging is built on.