In our latest inCROWD interview, we catch up with Joe O’Connell, director at UK agency Black Book, on his favourite travel and event memories, from childhood holidays in Ireland to a once-in-a-lifetime experience in Rio de Janeiro.

Joe started his events career at Lynton Cooper, and has stayed agency side ever since, including roles at W&O Events and Reed & Mackay. He was then given the opportunity to set up First Event’s London office as client services director, which he describes as his best year and a half career wise, before setting up a joint venture and becoming his own boss.

“I decided I wanted to set up my own agency so bit the bullet and did that almost a year ago with my fellow event industry guru Elliott Grant,” he says.

What are you most looking forward about attending inVOYAGE 2021?
I am one of the few people that hasn’t managed to attend an inVOYAGE event yet for one reason or another, which I am still kicking myself about. I am certainly looking forward to attending the event in Mykonos later this year and experiencing first-hand what so many of my peers have said is THE industry event to attend.

The thing I most love about working in events is… seeing an event through from start to finish. Taking that initial brief, working on the proposal, pitching, winning, building that relationship with the client, doing all of the pre-event work, site visits, running the event onsite, debriefing, I love it all! There is nothing more rewarding than taking a step back onsite and seeing you and your teams hard work for the last however many months (or sometimes years) come to life. Getting to travel the world is up there too!

Luxury to me is… that level of service where nothing is too much trouble and makes me (or my clients) feel special. A service that makes me think Wow. We are lucky enough to work in this industry and experience some truly luxurious hotels and venues etc. I might not speak as “properly” as some of my peers, so it’s great when I go to such places and the service is consistent.

My earliest travel memory is… travelling to Ireland every summer with my family. Flying on Aer Lingus and thinking I was so lucky to be able to travel on a plane. Every year we would go for around three weeks and every year it would rain solidly.

I love Ireland as a destination, and I think it is very underrated in our industry. We need to do more to get people to Ireland to experience its beauty and not just a trip to Temple bar or O’Connell street (which I like to pretend is named after me).

City slicker or beach bum?
Beach bum for sure – nothing makes me happier than lying on a sun lounger, earphones in, drink in hand and living my best life.

If you could get on a plane right now, where would you fly and why…
I would do anything just to get on a plane! I would probably have to say LA. I have great memories of events that I have run out there, but I also love the diversity of LA itself. It has everything – beach, city, great bars, amazing hotels and I just love the whole California vibe. 

Suitcase essentials 
Earphones. They are an essential for plane journeys, long transfers or chilling by the pool. I am one of those weird people that has their earphones in, looks out of the window of the plane and pretends they are in a music video. The added bonus now is that we have to wear masks so I can lip sync away and no one will know!

Your favourite hidden gem?
It’s not necessarily a hidden gem but my favourite place I have travelled to is Rio de Janeiro. I found the whole experience magical and like nothing I have ever experienced before.

Having my own private helicopter to take me around Christ the redeemer is definitely up there with the best moments of my life. The helicopter day was topped off by being upgraded to the presidential suite at the Fasano hotel after Rihanna had checked out. I loved every minute of it!

Most memorable event moment… Aside from Rio, I would have to say receiving a standing ovation from 1,000 delegates for a four-day conference we delivered at the Fairmont Royal York.

Having that many people stand up out of their chairs, turn around and face you was a feeling I don’t think I will ever experience again. It definitely made all of the hard work worth it.

Do you have a mantra you live and work by?
If you can be anything, Be kind. AND being a leader doesn’t require a title; having a title doesn’t make you one.

When I’m not working, I’m most likely to be… spending time with my family, in a pub or at a musical. I cannot wait for the west end to reopen so we can get back to live theatre.  

When the pandemic is over, I am most looking forward to…
Seeing everyone from our industry face to face and giving people a hug. Zoom has been great to keep in touch with people, but you cannot replace the feeling of seeing people in the flesh and giving them a hug. Bring. it. on!