Barbican doubles agency business as part of focused approach

Agency bookings have increased from 14 per cent to 28 per cent in the last 12 months at the Barbican, according to the venue.

The Barbican is one of the world’s leading conference and international arts venues. Located in the City of London, it can hold meetings from 10-2,000 delegates in its concert hall, theatres, conference suites and boardrooms. Barbican Business Events brings together the venue’s expertise in the arts and corporate meetings.

The venue’s recent success in the agency space follows significant growth in the previous year where agency business went from just one per cent to 14 per cent.

“Following greater focus on our agency relationships, both direct and through the HBAA, we are reaping the benefits of this work as it drives new business into the venue,” said Jackie Boughton, head of business events at the Barbican.

“Our direct corporate and association business has remained steady throughout this period meaning this is all additional revenue. As a world leading arts and events venue, such success is reinvested both in the building itself and our ground-breaking arts programme, ensuring the venue offers something truly different to both its commercial and domestic audiences.”

The Barbican’s ongoing success in the agency market is partly attributable to its close partnership with the HBAA, whose influence Boughton and the team recognise and applaud: “The HBAA is a superb organisation, with an influential and engaged membership. They support both their agency and supplier members, bringing us together and building relationships and opportunities for all.”

The HBAA’s consultant executive director, Juliet Price offered: “The Barbican continues to recognise the importance not just of relationships but also the best practice our members adhere to as part of all their work. Agencies are the lifeblood of the meetings and events industry and the HBAA is proud to represent them as a whole. They deliver around 60 per cent of business placed across the UK market and we are delighted that venues such as the Barbican see their value and work so closely to grow such vital relationships.”