The Big Event – Keith Dalton

We put the questions that matter to local conference and event managers

NAME: KEITH DALTON

POSITION: Managing Director, East of England Showground Services Ltd (incl. Peterborough Arena)

I’VE BEEN AT THE VENUE SINCE: 2010

PREVIOUS EXPERIENCE:
30 years in event creation and management working for EMAP plc in the early days and as a consultant for the last 15 years.

I GOT INTO THE EVENTS INDUSTRY BECAUSE:
I could see it was a natural extension to publishing, which is what I was doing at the time. I liked the “live” aspect of the medium – it was easy to see if you were creating things that were succeeding.

THE BEST EVENT I’VE BEEN INVOLVED IN WAS:
This is difficult because they all have their own character, but The Fleet Motor Show at Silverstone was one of the best challenges. It was the first Ride and Drive Event for the fleet car market. I launched it in 1989 and it ran for almost 10 years. It took place in 25,000 square metres of 50 metre wide structures linked together to form a massive marquee – the size of six football pitches. It was the largest structure in Europe at the time. We had over 500 cars available for test drives at once around the world famous circuit and along pre-determined road routes. There were around 25 car manufacturers involved – a massive logistical operation.

THE STRANGEST REQUEST I’VE EVER HAD WAS:
Nothing is strange in this business…

MY WORST EXPERIENCE AT AN EVENT WAS:
Some years ago at a business conference and exhibition in Vancouver. On the first morning we opened the doors and no-one was there! It’s the stuff event managers’ nightmares are made of.

MY BIGGEST CLAIM TO FAME IS:
Appearing in an episode of Dr Who when I was 16. Cool at the time.

ONE LESSON I’VE LEARNT IS: A word once spoken can never be taken back.

MY ADVICE FOR CLIENTS HOLDING AN EVENT IS:
Only work with experienced professionals. There is nothing as costly as working with people who cannot deliver when the chips are down.

THE UNIQUE THING WE CAN OFFER IS:
A venue which can literally be anything you want it to be: 600 square metres of hall capacity, 7 conference rooms, 250 acres, 21 miles of internal roads and great customer service.

MY PROUDEST MOMENT WAS:
20 years ago, shortly after my father died of cancer, two friends and I rowed a boat from one side of the country to the other – coast to coast. We raised a lot of money for Cancer Research and it opened my eyes to the generosity of the most unlikely people. It took us 13 days and we covered 167 miles, which is a long way for three men in a rowing boat. We arrived in Peterborough to a wonderful reception from all our families, friends and the Mayor of Peterborough. And of course there is the marriage to my wife and the birth of my children, which is in another league.

THE MOST ANNOYING ASPECT OF THE JOB IS:
There are several things which annoy me from time to time, but nothing that really annoys me seriously. I love my job and I try and keep my overall objectives in mind, and that helps me put most of the annoyances in perspective.

MY DREAM EVENT WOULD BE:
I can’t answer that one yet because once I dream it I will have to do it…Peterborough Arena is a multi-purpose venue situated at the East of England Showground. The venue has an array of facilities to host conferences, seminars, workshops and meetings, plus larger exhibitions or corporate events. The seven indoor suites and exhibition halls can accommodate for groups of 15 to 6,000 people. There is also 250 acres of outdoor space to stage events for up to 100,000 people.

For More Information
view the website www.peterborough arena.com or get in touch with the events team on 01733 363500.