beam Annual Forum

3-4 July 2025, Novotel London West

This year’s forum dives deep into the human side of business. Hospitality isn’t just about service—it’s about relationships. We’ll explore how authenticity, trust, honesty and bravery can transform how we lead, sell, connect, and live.

To secure your space, please register here.

Event Details

When:   3-4 July 2025
Where:  Novotel London West

Themes

Theme: Relationships 2.0 – The Heartbeat of Hospitality and Human Connection

🎯 Sub-Themes:

  1. Authenticity: Being real in business and personal connections
  2. Honesty: Building trust through transparency
  3. Trust: How businesses thrive when trust is the foundation
  4. Bravery: Leading with empathy and courage in challenging times

🎯 Key Takeaways:

  1. This forum is about connecting hearts and minds, not just sharing slides.
  2. We want attendees to leave changed—more human, more real, more connected.
  3. It blends practical learning with meaningful inspiration.
  4. It’s beam’s flagship for a reason: bold, brilliant, and built for impact.

Agenda

🗓️ Day One – 3 July

Morning

10:00 – Arrival, Tea & Coffee

10:30 – Welcome from the Chair

10:45 – Welcome Address:

Jack Rankin MP for Windsor: The Power of Events to the UK Economy

As a member of the APPG for Events, Jack Rankin MP brings a vital parliamentary perspective on the value and influence of the events industry within the UK economy. In his welcome, he will highlight the role our sector plays in driving business, tourism, and regional growth, as well as its power to foster innovation, inclusion, and social impact. With a focus on advocacy, visibility and future opportunity, this is a timely reminder of why events matter—economically, culturally, and politically.

About Jack Rankin

Jack grew up in Ashton-under-Lyne just outside of Manchester. His parents are self-made small businesspeople.

Graduating from the University of Warwick with a master’s degree in Mathematics and Physics in 2014, Jack joined Centrica where he started his career in commodity trading, investment decision-making, mergers and trading in the energy industry. He joined specialists in renewable energy, Pexapark in 2022.

After serving as a Central Windsor Councillor from 2015-19, he became the Conservative Member of Parliament for Windsor following the July 2024 General Election. Representing a double-garrison army town, and sitting on the APPGs for Ukraine and Israel, Jack takes a keen interest in defence matters. He is also a member of the Scottish Affairs Select Committee, and an officer on the APPG for Events.

Jack lives in the village of Sunninghill in his constituency with his wife Sarah, two sons and two Warwickshire beagles.

11:00 – 11:45Keynote

Marianna Saraceni: Finding your happiness-Why human connection matters

Too often, we absorb limiting beliefs that tell us we’re not enough. This keynote is about unlearning those narratives, reclaiming your worth, and stepping into your magic.

Through a powerful blend of personal storytelling and actionable insight, Mariana shares her own journey—navigating ADHD, grief, self-doubt, and a few questionable life choices—to show how self-advocacy transforms not just our confidence, but the way we show up in the world.

Whether you’re leading a team, navigating your career, or seeking deeper purpose, this talk is designed to spark real change.

About Marianna Saraceni

With 16+ years of experience influencing C-suite decision-makers at global brands like Google, GSK, The Associated Press, and NBC Universal, Mariana Saraceni is a catalyst for positive change. Her career in tech sales and leadership development has sharpened her ability to drive cultural transformation, champion diversity, and inspire meaningful action across teams and organisations.

Now, as a Happiness Consultant and Keynote Speaker, Mariana empowers individuals and organisations to rediscover their “magic”—fostering environments where everyone feels seen, valued, and empowered to thrive. With infectious enthusiasm and an unwavering belief in her clients, she helps unlock new possibilities and deliver extraordinary results. Mariana blends deep emotional intelligence with a strong business mindset, ensuring that her work bridges personal growth and strategic impact.

11:45 – 12:00 – Coffee Break

11:45 – 12:00 – Coffee Break

12:00 12:30  – Speaker Session

John RowlandThe Outlook Ahead – An Economist’s View
John Rowland provides a sharp, accessible take on the current and future economic climate—what’s happening now, what’s on the horizon, and how these shifts will impact the hospitality and events sector. From global trends to UK-specific insights, this session sets the stage for strategic thinking and adaptive leadership.

About John Rowland

John leads the UK Public Affairs team at H/Advisors Cicero. A strategic communications consultant with 20 years’ experience working in London and Washington D.C., he has advised clients in financial and professional services, technology, global hospitality, defence and mining industries. He is known for his work on complex issues in highly regulated markets. He was named 2023 Public Affairs Professional of the Year in the PR Week UK Corporate, City and Public Affairs Awards. At the time of his award, PR Week said “the respected agency figure has built a formidable reputation, reflected in the value that clients place on his insightful and strategic counsel and proactive, enthusiastic style.”

He is a member of the Executive Committee of the PRCA Public Affairs Board and is a freeman of the Company of Communicators, the City of London livery company for PR professionals. John is a non-executive director of Churches Mutual, a workplace credit union for employees and trustees of Britain’s churches. He is member of the Advisory Board of the Managing Partners Forum, which promotes management excellence in the professional services sector. He is a keen BBQ chef, aviation enthusiast, husband to Marie and dad to two young boys.

12:30 – 13:20Speaker Session

Helen Packham: The Bold Voice Advantage. How Story, Presence & Vulnerability Build Unshakable Trust

In a world full of noise and digital overwhelm, what truly sets you apart is how you communicate. In this dynamic session, TEDx speaker coach and leadership strategist Helen Packham shares how storytelling, presence and vulnerability can transform your influence. Learn practical tools to connect with clients, teams, and audiences more powerfully—building trust, loyalty and standout brand impact.

About Helen Packham

Helen Packham is a Leadership Behaviour and Communications strategist helping leaders increase the impact of their communication to engage, retain and maximise the potential of their people. She has 15 years’ experience in leadership, talent and executive development and 10 years in entrepreneurship. A TEDx curator, speaker and podcast host, Helen passes on the powerful tool of storytelling to her clients so that they can confidently communicate and speak with impact. 

13:20 – 13:30 –Spotlight on The Rainbow Trust

13:30 – 14:15 – Lunch

Afternoon

14:15 – 15:00Keynote

Will Greenwood – MBE, World-Class Rugby Professional, Leading Sports Commentator, Speaker

About Will Greenwood

Will Greenwood has dedicated his life to embracing diversity, fostering unity, and personal growth. After obtaining an economics degree from Durham University and starting his career on the trading floor with HSBC in London, he fully embraced professional rugby in 1996. Greenwood quickly ascended to become England’s second-highest try scorer and played a pivotal role in England’s 2003 Rugby World Cup victory, earning him a place amongst the nation’s rugby legends.

Despite facing challenges, including injuries and personal trials, his unwavering dedication and resilience propelled him to success, both nationally and internationally, over an 11-year professional career. This journey included three tours with the British and Irish Lions, a testament to his exceptional skill and character on the field.

Off the field, Will transitioned seamlessly into broadcasting, becoming a mainstay on Sky Sports as a match day presenter for over two decades. He has also been instrumental in leading ‘School of Hard Knocks’, a programme aimed at transforming the lives of at-risk young people through sport. In addition, he has contributed a regular column to the Telegraph for 17 years, sharing his insights and experiences.

An author of three books, his latest work, “World Class”, dives into the success stories of over 100 top performers from business and sports, revealing the keys to their achievements.

Since 2014, Will has been with Afiniti, serving as Chief Customer Officer since 2020, where he plays a crucial role in leveraging AI to enhance customer experiences for major enterprises globally.

Together with his wife Caro, Will supports Borne, a charity dedicated to preventing premature births, through various adventurous fundraisers, honouring the memory of their son Freddie and leaving a lasting legacy.

15:00 – 15:45 – Breakout Sessions

Nigel Risner: Leadership & Culture StreamHow to communicate like an effective zookeeper

In this interactive session Nigel will share how to be “ in the room “ and focus on what’s important rather than what’s urgent 

Joe Evans: Trust, Stories, and Standout Sales: Relationship-First Growth in the Digital Age

In a crowded digital marketplace, how do you stand out without shouting the loudest? This session brings together two powerful themes — trust and differentiation with relationship-led sales success — to uncover how businesses are growing by leaning into transparency, authenticity, and deep partnerships.

Hear from agency and venue leaders as they share real-world examples (like Leonardo’s agent partnerships) and explore the sales strategies that build long-term loyalty and measurable growth. Expect a lively discussion, audience Q&A, and actionable takeaways.

Featuring:

Moderator: Julie Shorrock – beam/Hotel and Travel Solutions (HTS)

With over 30 years of experience in business travel, meetings and events, Julie has seen the industry survive some of the most difficult challenges and thrive in success. In her role as Managing Director of Hotel and Travel Solutions (HTS), Julie’s journey with beam began in November 2016 as the inaugural chair of the Agency Engagement Committee. 

As the 2024 beam Chair, she aims to ensure the association continues to benefit all members – boosted by insights from her relationships with agency members. Julie’s strategy includes engaging existing and prospective members from across the business events, accommodation, and meetings industry.

Joe Evans: Aimbridge Hospitality

Joe Evans is a seasoned hospitality professional with over 15 years of experience in the industry. He currently serves as Business Development Director MICE for Aimbridge Hospitality EMEA, one of the largest third-party hotel management companies in the world. Throughout his career, Joe has held various leadership roles in hotel operations, sales, and marketing for several prominent hotels, including both domestic and international brands. He has a proven track record of driving revenue growth, improving operational efficiency, and delivering exceptional guest experiences.

15:45 – 16:00 – Coffee Break

16:00 – 16:45 – Interactive Team Session

A  collaboration exercise tying into our key themes.

16:45 – 17:20 – Panel – The Social Impact of Events: Creating legacy, changing lives, and inspiring the next generation.

What does real impact look like in today’s events landscape? This session explores how our industry can drive lasting change—through community legacy, social inclusion, sustainability, and next-gen engagement. With perspectives from national tourism, venue leadership and booking agency experts, we’ll unpack how events can do more than deliver ROI—they can change lives.

Featuring:

Moderator: David Tremmil-
beam/Inloco Events

David, the Managing Director at Inloco Events, is a seasoned professional with over 35 years of invaluable experience in the hotel and events industry. For the past 28 years, he has specialised in event management and venue sourcing, perfecting his expertise. Our dedicated team collaborates closely with clients to thoroughly understand their objectives and budget, ensuring the selection of the most suitable venues for their needs.

David is Vice-Chair of beam and serves on the executive committee of UKEvents.

Amy Finch-
Spirit of 2012

Amy is the Director of Policy & Impact at Spirit of 2012, where she has led on its research and learning work since 2017. Spirit of 2012 is the social legacy funder of the London 2012 Olympic & Paralympic Games, and aims to improve our collected understanding of how to strengthen the long term impact of events. Amy has been a member of the evaluation steering groups of the last three UK Cities of Culture. In January 2023 she co-authored the final report of Spirit’s independent inquiry into maximising the power of events.

Caroline Medcalf-
XSEM

Caroline, is the Director of Events for XSEM and is passionate about the events industry. She has a wealth of experience from her roles in luxury hotel operations and national sales. Having previously led conferences and events for one of the country’s largest agencies, Caroline now guides our incredible team of project managers, focusing on delivering the best possible experience for her team and customers alike. She is committed to nurturing the next generation of event professionals, as a Board member of beam, mentoring at Manchester Met University as part of the Elevate Mentor program, speaking at industry events, and advocating for mental health and well-being through her role as a trustee at Eventwell.

Richard Smith-
Wyboston Lakes Resort

Richard Smith is Chief Commercial Officer for Wyboston Lakes Resort

Lauren Hudson-
Manchester Central

Lauren leads Manchester Central’s sustainability and impact strategy, ensuring that environmental, social, and economic responsibility is embedded across both the venue’s operations and the events it hosts. She works closely with clients and event organisers to maximise the positive impact of events, whilst driving the venue’s own commitment to setting the standard for sustainable practice.

17:20 – 17:30 – Wrap-up and Close

Evening Celebration

19:00 – Welcome Drinks

19:30 – onwards 🎉 Cuban Street Food Experience

  • Live music, dancers, and vibrant decor
  • Hosted tables & conversation starters
  • Food, fun, and meaningful connections

20:45 – Auction

23:30 – Finish


🗓️ Day Two – 4 July

09:00 – Networking Brunch

10:30 – Close

Registration & Costs

Ticket TypePrice🕐 Early Bird Until: 30th May
Agent£274£225
Supplier£299£250
Affiliate Partner£299N/A
Non-Member£349N/A
Dinner Only£95N/A

Accommodation

If you would like to book accommodation, you can do so via this link https://book.passkey.com/go/BEAMFORUM.

We look forward to welcoming you!

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