About · Sarah Halfpenny
Twenty five years, six hundred events, one principle.
Events succeed when the people running them know exactly why they exist, but often that clarity only emerges when someone asks the question properly.
Photographed by Lucy Greene, London · spring 2025
events delivered, 2001–2026
virtual events hosted
industries — creative, pharma, tech, corporate
newsletter subscribers
principle, applied repeatedly
“Classroom learning gives you the foundations. But some of what makes a truly great event professional only comes from being in a room with someone who’s lived it. That’s the work I’ve ended up doing, and the work I want to keep doing.”
A few things that aren’t on the CV.
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01
When I’m not working, you’ll find me at a Disney park — riding roller coasters, catching a parade, and never saying no to a Mickey waffle.
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02
My first ever job was as Vice President of Staffordshire University Student Union — representing 12,000 students, running commercial venues, and organising events including the graduation ball. (Spoiler: I’ve never really stopped.)
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03
Trustee at an independent adult education centre supporting growth strategy and pioneering new event formats to broaden and diversify its audience.
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04
I feel very lucky to have caught the travel bug early — 38 countries, 50+ cities, and experiences that range from walking the Great Wall of China to skydiving in New Zealand and exploring the Valley of the Kings.
How I work
Five things worth knowing before we start.
Honest and encouraging
I will always be honest about what’s working and what isn’t. More importantly, I’ll work through it with you, so you leave with clear next steps and the confidence to act on them.
You’ll always work with me
Whatever we agree to work on, you’ll work with me directly. I keep my practice deliberately small so I can give every client my full attention.
Every sector, the same challenges
From Finance, pharma and tech to the public sector and charities. The same problems show up everywhere; it’s just the approach that needs to adapt.
Plain English
No jargon, no complicated frameworks or buzzwords. Just clear, practical advice, careful notes and a shared understanding of what happens next.
Honest about fit
If i can’t solve your problem, I’ll say so on the discovery call and recommend the people who would serve you better. i don’t want to waste your time.
The principle
Events mean business- Designed with clarity. Delivered with impact. Built to add value
Most companies treat events as a marketing tool, but they’re far more than that. They’re one of the most powerful opportunities you have to bring people together: the rare moments when your customers, partners and community are all in the same room, experiencing your brand first-hand.
The events that work understand this. They’re shaped by people who know both what the business is trying to achieve and what the event needs to deliver. Every decision flows from there: audience, partners, suppliers, experience . Too often, that clarity gets lost in the rush of delivery, and that’s why so many events feel the same.
My job, whichever way you work with me, is to bring that clarity back — and make sure your team can hold onto it under pressure, on a real timeline, with a real budget.
Elsewhere
Stages, pages and microphones.
I speak on event strategy, leadership and building events that add value. For speaking enquiries, I’d love to hear from you.
The arc
A little more on my career
Vice-President – Staffordshire University
My career in events began in my student union — a happy accident. I was shown the ropes and discovered I loved it, gaining a grounding in every aspect of event delivery from the very beginning.
Charity: Academic
Spent the next few years honing my craft across events, brand and communications. It was during this time I realised I cared less about logistics and more about whether the events were actually saying anything
Corporate Events at The IET
That curiosity led me into leadership — taking on the strategic direction of an Event Production Division, managing teams across events, community and marketing. It shaped everything I know about strategy, portfolio growth and people leadership.
Founder · Sarah Halfpenny Events
Now I work with people and brands directly — mentoring, training and consulting to help them deliver events that mean something. Over the years I’ve noticed the same five problems show up in every brief. That’s what I’m here to help solve.
Sarah is an astute, creative and exceptionally warm event professional. She adds value to everything she does and I cannot recommend her highly enough.
Tell me what you’re working on.
Whether it’s a discovery call about consultancy, a single mentoring session, or a quick question about training your team; replies come from Sarah directly, usually within a working day.