THE EVENTS DIRECTOR
Many of you will already be familiar with the name Wendy Adams, and if not, you’ll probably have attended one of her events. Wendy is the director of her own company, Adams Associates, and is the Events Director of the Flooring Show.
Unlike Kathy and Eszter, Wendy followed a vocational, hands-on path straight from school. “I left school on a Friday and started work on the Monday; my parents decided I didn’t need a holiday, never mind a gap year!”
This first job, in a hotel, led her down the career path she was set to take over the following years. Moving on from heading up receptions, she took a sideways step into conferences and banqueting, and it was here that her passion for organising events began:
“In 1989, I set up a conference booking agency with my friend and colleague, finding venues and organising events for some of the clients I had met at the hotels in Harrogate, plus many other major corporations like Lego, Mercedes Benz and Renault.”
After a successful 10 years together, the pair parted company, hoping to take things a little easier. Wendy down-sized to just looking after the Harrogate- based British Bridal Exhibition, but when she heard a few years down the line that the Flooring Show was possibly relocating to Birmingham, she got involved to keep it in town.
“Although wanting to take things easier back in 1989, I am now handling six major exhibitions a year and I have three full time staff working for me.”
Wendy’s week consists of a lot of travelling: “Two clients have head offices in London so I do spend at least a day a week up and down on the train,” but there is also a great deal of variety due to the sheer number of shows she works on. “We work on all shows at all times so one minute you are selling a stand at Scoop (an international fashion exhibition) and the next we are discussing the seminars for The Flooring Show. It’s very diverse!”
Of all the contrasting industries in the world, Bridal and Flooring have to be up there with two of the most diverse. “I have to remember which hat I have on when I’m at work, which is getting more difficult in my senior years!” Wendy comments. Speaking about the main difference between the two industries (aside from the outfits, of course!) she says: “Those in the fashion industry are a very difficult bunch to manage, and they are very big complainers. I haven’t seen this of the flooring industry, but then maybe time will tell! I hope not…”
Though Wendy can’t say which industries she favours, she does say: “One thing I have found with the men in flooring is that they tell it as it is, which to be honest I prefer rather than the bridal people going around the houses. Although I do wish a few more flooring companies would say yes to supporting the Flooring Show, to ensure it continues into the future!”
In previous conversations, Wendy had mentioned to me that she felt that the industry had moved on a lot in terms of discrimination against women. It’s a topic that I was keen to broach again: “With the industry being very male-dominated, I did initially feel that
getting companies to be confident in this new blonde woman actually being able to keep the show going, never mind improve it, seemed a steep hill to climb. But with perseverance I am confident now that companies can see we have made a difference and that a “woman’s touch” has made the show more appealing, with added features to benefit both exhibitors and visitors.”
“I also think that regardless of gender you make your own way in this world, and if you are always kind, professional and respectful you will get on with men or women.”
At last year’s Flooring Show, one stand hired young women to dress in bikinis and stiletto heels to hand out information to visitors. As Wendy is in charge of the event, I had to find out what her take on the whole premise was. She is honest with her answer:
“I have to say, if the girls are willing to stand there with no clothes on then that’s their choice. However, I do know it upset a lot of women and therefore we have now put in rules so that any stand ‘promotions’ like this have to be agreed by us the organisers. The aim of The Flooring Show is for companies to get together and do business, and we just want a successful show without any incidents!”
It’s not all incident-prevention for Wendy though: “I love learning about a new industry and all of its people. Of course, selling a stand is always a high, so I’ve had a lot so far for 2014!
“I knew nothing about the industry when I started out and it’s been a steep learning curve; although there is still a lot to learn. But I do thrive on being busy and I love selling.” Sounds like she’s in the perfect job, in that case!
I did initially feel that getting companies to be confident in this new blonde woman seemed like a steep hill to climb.
05 Women in Flooring: Tomorrow's Flooring
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