In conversation with: Erin Atkinson
Erin Atkinson is Managing Director of event management agency, Callow Events.
We had the pleasure of sitting down with Erin Atkinson to gain a true insight into her career journey and the steps that have shaped her success. Managing one of Northern Ireland's leading creative event agencies within the corporate and private events industry, Erin shared her valuable perspectives on the world of event planning and beyond.
Can you tell us about your journey in the events industry and Callow Events?
Stepping into the world of events over a decade ago, I never could have imagined the incredible journey that lay ahead. My foundation in events began during my university years, where I studied Music. This gave me a genuine love for live productions and the art of bringing performances to life. During the summer holidays, I wanted to gain more hands-on experience in event management, and this led me to Callow Events. What started as a one-week summer placement quickly turned into months and eventually leading to a full-time position. From that moment on, I was hooked!
Starting as an Event Intern, I worked my way up through various roles, including Event Assistant and Event Manager, focusing on building strong client relationships and executing many events from employee engagement events to high-end experiential events. The pandemic brought significant challenges, but it also proved to be a turning point.
In the midst of navigating the industry’s uncertainties, I worked to pivot and offer innovative solutions, before being appointed Operations Director. Over the next three years, the team grew fourfold, and we achieved a 90% increase in gross profit.
Now, as Managing Director, my focus remains on growth and innovation, ensuring Callow Events continues to thrive as a market leader in Northern Ireland.
What inspires you most about working in the fast-paced world of events?
What inspires me most is the constant energy and excitement that comes with creating unforgettable experiences. No two days are the same, and the challenge of bringing ideas to life, whilst also being focused on new trends and building for future growth, always keeps me motivated.
I continue to be inspired every day by the amazing team around me, and thrive on their innovation, creativity and desire to always push boundaries. The industry is ever changing and there are always new ideas and innovations to explore.
We make it our mission to ensure no two events are the same and we’re always aiming to WOW! Of course, seeing a happy client and guests as the end product is also incredibly rewarding.
Can you tell us about a standout event you have delivered at ICC Belfast?
We have been fortunate to deliver a number of events at ICC Belfast, from employee engagement events to large-scale corporate celebrations and conferences. What sets the venue apart is its versatility, it’s truly a blank canvas that allows us to create something extraordinary for each client.
The team at ICC Belfast are also equally as committed as we are in delivering excellence and we collaborate fantastically as a team. We often tell our clients it’s the dream venue because of the limitless possibilities it offers!
A standout event for me has to be the Douglas & Grahame 100-year anniversary. The event whisked guests back to 1924, immersing them in the vibrant energy of the Roaring Twenties. Through a custom-designed show, attendees experienced a journey through the decades, with company milestones interwoven with the trends and music of each era. It was a spectacular night that truly captured the essence of the brand’s rich history while delivering an unforgettable experience for guests.
What emerging event trends should event planners watch for in 2025?
The (not so) new kid on the block, AI! From an event planning perspective, AI powered tools are helping to streamline event logistical and admin systems, allowing our team more time to focus on the creative and experiential elements in curating an event.
Secondly, experience is everything. More than ever, guest expectations are high and they demand to see or do something truly unique, that they wouldn't experience on their own. It’s all about creating memorable experiences and telling stories through every detail.
Thirdly, sustainability is no longer optional. Prioritising eco-friendly practices from waste reduction to ethical sourcing is a priority and often, events act as a way to highlight ESG and sustainability commitments. Giving back is also at the forefront, considering thoughtful activities that may benefit the local communities in need.
What challenges have you overcome in the events industry, and what advice would you offer aspiring event planners?
Keep it simple! With so many tasks, stakeholders, and suppliers to manage, it’s easy to feel overwhelmed. But I always remind myself to go back to basics - clear, concise communication is key. Everyone is busy, so getting straight to the point makes all the difference!
There’s always a solution! While we strive for perfection, unexpected challenges are inevitable. Before bringing a problem to the client, supplier, or venue, focus on finding a suitable solution first. Having a backup plan is essential, but staying calm and keeping a positive attitude makes all the difference. I truly believe that energy breaths enthusiasm!
Let your work speak for itself! Confidence in your product and delivery is key. As a young woman building a reputation in the industry, there were times my experience and skill were doubted. But I knew that by working hard and giving my best, results would follow, the proof was in the pudding, and this helped to build a now core and repeat bank of clients.
Looking ahead, what upcoming projects or innovations at Callow Events are you most excited about?
This year, our team vision focuses on empowering growth through learning and success, encouraging innovation and education at every corner.
We’re also excited to be expanding into new markets, with the launch of our destination management division, establishing ourselves as Northern Ireland’s premier dedicated DMC.
Through this division we aim to strengthen the region’s business tourism sector by attracting more delegates seeking unique, inspiring, and authentic experiences -positioning Northern Ireland as a premier corporate destination on the global stage.
At ICC Belfast, we promise an experience that sees beyond the event. One that truly inspires employees, achieving a memorable event that is emotionally driven and instils meaning across the organisation. Fancy being part of our 'In conversation' series? Contact the ICC Belfast team today.
