An Inside Look at Event Organising with Toby Mullins of Curate Group

Event organising can seem glamorous from the outside - exciting festivals, high-energy concerts, and unforgettable experiences. But behind the scenes, it’s a whirlwind of logistics, planning, and, as Toby Mullins, CEO of Curate Group, shared on our podcast, countless things can and do go wrong. From buses that never arrive to dust clouds swallowing up attendees, Toby's stories remind us that event organising is as unpredictable as it is rewarding. In our recent podcast, Toby provided a candid glimpse into the challenges of running large-scale events, some of the lessons learnt along the way, and an overview of what his company specialises in.

Emily Nicholas

October 21, 2024

Curate Group: A Diverse Events Collective

Curate Group operates a wide range of events, from student nights in Reading to massive outdoor festivals like their flagship “Stories in the Park”, which now is a whopping 10,000 person (per day) event. With roots in student events (Toby’s team runs roughly six student nights a week) Curate Group has built a versatile portfolio that now includes everything from candlelit concerts to corporate events. The business thrives on its ability to stay current and on trend, thanks in part to the insights of its young team.

One thing is clear though – Curate Group is not just about putting on events. As a business they are concerned with staying relevant, adapting to new trends, and always keeping a finger on the pulse of what audiences want. For example, their student business gives them an ongoing edge, informing decisions across the company. Toby points out that today’s students are far more health-conscious than those of past generations. This has affected nightlife and led Curate Group to diversify into new areas like festivals, candlelit concerts and corporate events.

Perils of Event Organising: What Can Go Wrong?

Toby’s experience organising events is extensive, and so are his stories of things going wrong. He openly recalls his first outdoor event in 2015 – Waterworks, a festival held by a jet ski lake. What started out as an end of exams summer BBQ quickly escalated into a 3,500 person event, spiralling into a logistical nightmare. The buses never arrived, leaving frustrated attendees stranded. Noise complaints poured in, thanks to a powerful sound system that blasted music across the lake. To make matters worse, dusty conditions turned the festival site into a dust bowl, and the bus drivers due to transport attendees back home had to be rudely woken by Toby himself.

Toby admits that his inexperience at the time led to many of these issues. There were no proper production teams or health and safety managers, and the entire event was run by a small team. Plus he had no insurance in place. However, it was a massive learning experience and bizarrely one of his most profitable festivals, despite the chaos.

Fast forward to today, and things have changed. Curate Group now outsources production to specialised teams, ensuring that no detail is overlooked. From security to sound engineering, every aspect of an event is meticulously planned and executed by experts.

Key Tips for Event Organising

For those looking to dive into event organising, here are Toby’s top tips:

Build a Strong Network: Toby attributes much of his success to his network. Whether it’s friends offering advice or industry contacts helping him navigate challenges, surrounding yourself with a supportive community is invaluable.

Stay Relevant: The event industry evolves rapidly. From changing student culture to the rise of social media, Toby emphasises the need to adapt. Today, social-first strategies dominate Curate Group’s marketing efforts, particularly for their TikTok-friendly festivals like Stories in the Park. Keep an eye on trends, and don’t be afraid to pivot when needed.

Hire the Right Team: Curate Group learnt the hard way – that not everyone is cut out for event organising. It’s a chaotic, high-pressure environment, and you need people who can handle the unpredictability. Find staff who love events as much as you do and are willing to dive into the madness headfirst.

Expect the Unexpected: Despite careful planning, things will go wrong. Buses might break down, weather might take a turn, or sound systems might fail. The key is to be flexible and prepared for the unexpected. Toby’s team has learned from past mistakes, ensuring they have insurance and contingency plans in place for future events.

Don’t Skimp on Production: One of the biggest takeaways from Toby’s early days is the importance of professional production. From sound to safety, hiring the right teams ensures that your event runs smoothly and that guests have a great time without unforeseen mishaps.

Wrapping Up

The life of an event organiser is anything but dull. As Toby’s stories illustrate, even the best plans can go awry, but the key is to learn, adapt, and keep moving forward. For those considering entering the world of events, know that it’s a wild ride – one full of challenges but also incredibly rewarding moments.

At Vento, we understand the risks that come with organising events. That’s why we’re here to provide tailored insurance solutions, ensuring that when things go wrong, you’re covered. Because as Toby’s experience shows, no event is ever as predictable as it seems.

For more on event insurance, or to explore how we can help protect your next big event, get in touch with Vento today.