University News Last updated 11 March
Students from Birmingham City University (BCU) have once again gained valuable behind-the-scenes experience at one of the UK’s iconic showpiece events – Crufts.
Thanks to the NEC and its Event Week Live programme, students were able to experience the work that goes into staging the world’s biggest dog show, gaining insight into the scale, coordination and expertise required to deliver such a global spectacle.
For Daisy Jones, who is studying BA (Hons) Event Management at BCU, the week provided a rare glimpse into the scale and variety of careers within the events sector.
“Throughout the week we met so many inspiring people across areas like security, sales, supply chains and traffic management,” she said.
“Being able to ask questions and hear how they built their careers in events was incredibly motivating – especially knowing that one of them studied at BCU, too.”
Students also toured venues across the NEC campus, gaining insight into how large-scale events are designed and delivered across multiple spaces.
A highlight for many was seeing the build-up to Crufts itself.
“It was amazing to see the arena being built for an event I’d visited growing up,” said Daisy (pictured centre).
“Watching the halls transform into a huge exhibition space and feeling the buzz around the venue as opening day approached really showed me what I love about the industry.”
Launched in December 2014, Event Week Live is a six-day management course that gives students the opportunity to gain hands-on experience of event management as well as behind the scenes insight of the event industry.
It concluded with a networking event connecting students with senior industry professionals, further strengthening links between study and career pathways.
Michelle Baldwin, Event Week Live founder and Head of Events at the NEC, said the initiative plays a key role in nurturing the next generation of talent.
“As we mark 50 years of the NEC creating unforgettable experiences, it feels especially important to invest in the next generation who will deliver them,” she said.
“I’m proud of how the programme has developed since we launched it in 2011, and of the role it plays in building skills, ambition and future talent for our industry.”
Dr Libby Carter, Course Leader for BA (Hons) Event Management, said Event Week Live played a key role in preparing students for their careers.
“it is an outstanding opportunity for our students to deepen their understanding of the events industry while building the confidence to take their first steps into the profession,” she said.
“Michelle and her team have created an environment where students can explore how the industry works, develop practical skills and strengthen their career prospects.”
For Daisy, the experience reinforced the value of learning directly from industry professionals.
“I learnt so much while having so much fun,” she said. “I couldn’t be more grateful for the opportunities BCU gives us to help build our careers in the future.”
The collaboration with the NEC reflects BCU’s commitment to embedding real-world industry engagement into the student experience, giving aspiring event professionals the chance to apply their learning in a live environment.