Conference News speaks with Katherine West-Dargon, head of venues and partnerships at Venufindr (part of the asembl.group) to explore how the company is positioning itself at the heart of event planning, redefining what venue sourcing means in a modern, experience-led industry.
Q: Have you always wanted to work in events?
A: I’ve always loved working in events. I’m a very organised person, so it felt like a natural industry and job for me. My first taste of the events industry came during a work experience placement at the British Library, where I was taking enquiries for events. That experience sparked my interest, and I knew then that I wanted to be part of this industry.
I began my career at MCI, a global event agency, initially aspiring to become a project executive. However, it quickly became clear that my strengths and interests were better aligned with a role in partnerships, specifically venue sourcing. I believe this was largely influenced by my love of travel and the fact that I had been fortunate to travel widely from a young age. As part of the interview process, I had to write paragraphs on venues and destinations, which not only reinforced my enthusiasm for the role but also highlighted my natural affinity for this side of the business.
Q: Was this always your dream job?
A: Yes, this has always felt like my dream job. I’ve always loved organising. Growing up, I was the one arranging get-togethers for my friends and naturally took the lead in planning social activities. My passion for travel and discovering new, emerging destinations and hotels aligns perfectly with the nature of this role. Building strong relationships with suppliers and helping clients find the ideal venues makes the work incredibly rewarding. It’s a perfect blend of everything I enjoy.
Q: What has been the biggest learning curve?
A: The biggest learning curve for me was moving to the hotel side of the industry. It taught me how to be proactive and how to confidently engage with clients at different levels and across a range of industries. I gained a deeper understanding of working towards targets and tailoring communication to suit different client needs. It’s helped me grasp the importance of revenue, seasonality, and peak periods, and has strengthened my relationships with peers and partners across the sector.
Q: Tell us more about Venufindr and your role within it:
A: At Venufindr, we provide access to some of the most prestigious, stylish, luxurious and functional venues around the world, ensuring a perfect fit for every type of event, whether it’s a conference, incentive, meeting or celebration. Our complimentary venue-finding service saves clients both time and money, leveraging our group buying power to secure the best rates.
We offer far more than just venue finding. We approach each project through a project manager’s lens, supporting our clients holistically throughout their event journey. Aside from venue sourcing, we offer full project management, AV, content and creative services, onsite registration, logistics, merchandise, exhibition stands, and much more. We can act as a client’s sole supplier, handling procurement and payment, which is especially useful for corporate clients.
We also have a community of freelance venue finders who work on a commission model. They bring their own clients, and we support them with access to our systems, databases, hotel contacts, marketing tools and training. In addition to venue sourcing, they can earn commission across all our group services, including AV, content, project management and more. The revenue potential is limitless.
Q: What does your role entail?
A: My role involves mentoring and equipping them with the tools and confidence they need to work independently, giving them the flexibility to shape a work-life balance that suits them. I also run training sessions on sales techniques, client targeting, social media tools, and more.
Our key pillars are trust, transparency, and togetherness, values that underpin everything we do and define the way we work with clients, partners and our wider team.
Q: What has been the biggest challenge you’ve faced and how did you overcome it?
A: One of the biggest challenges I’ve faced was stepping into my current role as head of venues and partnerships at Venufindr and having to push myself beyond my comfort zone. That drive is one of my greatest strengths, but it can become a challenge if not managed carefully.
Early on, we had to make crucial decisions around which systems to implement, ones that would allow multiple users to work efficiently without compromising client data, and that were also cost-effective.
Early on in my career I used Venue Directory (Gratis). It’s a great platform, but doesn’t support multi-user access without exposing sensitive data. After extensive research, we decided to implement Cvent. While it isn’t as user-friendly for client-facing proposals, it excels at handling overseas enquiries, something that’s increasingly important as we expand into the US and Asia.
The transition required persistence, adaptability, and a lot of learning. I committed to understanding the systems inside and out. We now use both platforms: Venue Directory for UK and smaller events, and Cvent for larger, international ones. That experience reinforced how vital the right systems are for data collection, enquiry tracking, and revenue management and I’m proud we pushed through to find the right balance.
Q: What does the future look like?
A: Over the past eight months, we’ve achieved so much. New clients, new systems, and a growing team of ten freelance venue finders. Looking ahead, I’m focusing on three key elements: gaining new clients from different sectors including luxury, ensuring clients receive exceptional service from initial brief to final delivery, and developing a thriving venue finder community.
I want to grow the team, recruit more freelance venue finders, and provide ongoing development and support. That community aspect is important to me, creating a space where people can thrive, build their careers and enjoy the flexibility this model offers.
We’re also ramping up client events and immersive experiences in partnership with hotel brands, which is proving effective. I’m optimistic that the venue finder network could grow to 20 or even 30 soon.
