The events industry is more than logistics – it’s about creativity, connection, and adaptability. Norfolk’s event professionals, featured in the Wednesday Wisdom series, share their experiences and advice to inspire others in the field. From fundraising and immersive dining to floral design and business support, these insights reveal what it takes to create exceptional events in today’s dynamic landscape.
Laura Francis – Creativity Meets Adaptability
Laura Francis, creator of @dinky_in_norfolk, turned her passion for family adventures into a thriving platform that champions local businesses and mindful living. Her advice for event organisers? Focus on details that spark emotion – sensory touches, strong local stories, and hospitality that feels personal.
Key insight: Build long-term relationships with creators, give them creative freedom, and trust the process. Authenticity always wins.
Caroline Sayer – Trust as the Foundation
Caroline Sayer of La Belle Flowers brings elegance and personality to Norfolk’s most iconic venues. Her journey from a single booking to transforming spaces like The Assembly House shows the power of determination and creativity.
Key insight: Stick to your theme, be bold, and use lighting to create ambience. For weddings, choose a florist who understands your vision and seasonality.
Alex Clare – Preparation Pays Off
Alex Clare, founder of Norfolk’s Edge, has grown from private dinners for six to large-scale events for hundreds. His biggest lesson? Preparation is everything – from clear briefs and trusted suppliers to confident teams. A Top Gun-themed dinner for 250 guests stands out as proof that planning pays off.
Key insight: Be organised, build the right team, and trust your staff. Alex predicts immersive dining experiences will be the next big trend.
Haze Carver – Connecting and Supporting Local Events
Haze Carver from Norfolk Chambers of Commerce champions collaboration. The Chamber helps organisers amplify visibility, offer venues, share resources, and connect into wider networks like Co.next.
Key insight: Plan early, involve partners, and think beyond the event day. Clear goals and strong follow-up keep momentum going.
Rose Jackson-Nichols – Events That Make a Difference
Rose Jackson-Nichols, Fundraising and Events Manager at Norfolk Accident Rescue Service (NARS), organises events that save lives. NARS responds to over 2,000 emergencies a year with a volunteer team of doctors, nurses, and paramedics. Her standout event? The charity’s 55th anniversary ball, which raised £76,500 and featured a powerful cardiac arrest simulation to drive home the charity’s mission.
Key insight: Educate attendees, follow up after events, and invest in experiences that leave a lasting impression. Storytelling and engagement turn guests into loyal supporters.
Pete Marron – Marketing That Captivates
Pete Marron of Break Charity focuses on storytelling to create anticipation and emotional connection. From GoGo Trails to Yorkshire 3 Peaks, his events prove that collaboration and creativity deliver impact.
Key insight: Build partnerships on shared values, adapt to feedback, and lead with stories that resonate.
The wisdom shared by these Norfolk leaders proves that successful events thrive on creativity, trust, preparation, collaboration, and storytelling. By embracing these principles, you’ll not only deliver exceptional experiences but also shape the future of the industry.
