This week the NEC welcomed a new cohort of event management students from Birmingham City University, University College Birmingham, University of Birmingham, Coventry University, Manchester Metropolitan University, Derby University, Gloucester University, Northampton University for Event Week Live 2026. This is a hands-on programme that gives aspiring event professionals behind the scenes access to one of the UK’s most iconic live events, Crufts, alongside tours, talks and practical experience across the NEC Campus.
Now in its 15th year, Event Week Live has grown from a local initiative into a respected skills and careers pathway, connecting students with the breadth of roles that bring major live experiences to life, from event operations and venue management to commercial, marketing, supply chain and technical delivery.
The impact of the programme is reflected in recent research from Birmingham City University, which found that 90% of students agreed that attending Event Week Live broadened their understanding of Events Management, while 100% said it supported their learning and employability. 73% reported that the experience enhanced their passion for the industry, underlining the programme’s role not only in skills development, but in inspiring long-term careers.
This year’s programme took place in the week following the NEC’s launch of its new identity as the Nation’s Experience Capital. As the venue celebrates 50 years as the backdrop to millions of experiences, it is also looking ahead to its next chapter.
NEC Head of Events, Michelle Baldwin, who has led the Event Week Live initiative since its inception in 2011, said: “As we mark 50 years of the NEC, it feels especially important to invest in the next generation. Event Week Live opens doors by giving students behind the scenes access, practical learning in a live environment, and the chance to explore the huge range of careers across the NEC.
“It is always brilliant to see students experience the scale and teamwork behind events like Crufts, and to watch their confidence grow across the week. I am incredibly proud of how the programme has developed since we launched.”
Event Week Live also provides a route into the NEC’s Elite Programme, where selected students receive longer-term mentoring and shadowing opportunities with NEC colleagues.
Reflecting on the early impact of the programme on her career, Alicia Goodison, Event Manager at the NEC, said: “Participating in Event Week Live gave me a brilliant insight into the NEC venues and the realities of the events industry. The chance to learn in a live event environment was invaluable, building my confidence and giving me practical experience early in my career. Now, a few years on, I’m using that experience in my role as an Event Manager at the NEC, which feels like a real full circle moment.”
This experience is echoed in academic research into the value of industry-embedded learning. Dr Libby Carter, Course Leader BA (Hons) Event, Venue and Experience Management at Birmingham City University, said: “Event Week Live is an outstanding opportunity for our students to deepen their understanding of the events industry, while building the confidence and enthusiasm to take their first steps into the profession. Michelle and her team have created an environment where students can explore how the industry works, develop practical skills, and strengthen their career prospects. Our research shows that the week, alongside the mentoring programme that follows, enriches the degree experience and helps prepare students to become industry-ready event managers.”
With growing interest in the format across the sector, Events Week Live is gaining attention as a model that other venues can learn from and adapt. It shows how live events businesses can play a direct, practical role in developing future talent.
