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Beckie Towle

HBAA becomes beam

HBAA, the trade association for the business events, accommodation and meetings sector, will now officially be known as beam.

Some 90 beam board members and partners attended an online meeting to mark and celebrate the transition and to hear news of developments and initiatives. 

Julie Shorrock, beam membership director announced that the company would now welcome creative agencies, convention bureaux, tourist boards, destination management companies, production companies and representation companies as members, in addition to the agencies and venues which were able to be members of HBAA.

She also added that since the new identity was announced in October, it had generated a positive reaction and that seven new agencies and venues members has joined since then. 

Sian Sayward, beam governance director said that all members will be equal and that the board structure, previous agency-lead would, for a transitional period, become 60% agency members and 40% from venues and the new member categories.

Sayward added that, as a reflection of the association’s priority challenges, new volunteer board director roles had been created including a talent and development director and a sustainability director.

The association is currently looking to add an industry relations director. It said applications would be welcomed from across the membership for all roles.

Shorrock also announced that, to give members opportunities to be actively involved in driving forward beam initiatives and to collaborate more with other members as they did on HBAA committees, new beam Action Groups (BAGs) will be created and members encouraged to join them. 

The directors confirmed that the association will continue to lead representation to government and policymakers and “elevate the sector’s voice and identity through thought leadership and positive engaging content”.  

Beckie Towle (pictured) beam marketing director, revealed that a members’ meeting at the Hilton Birmingham Metropole on 3 March would be the first of many in-person and virtual meetings, events and communications in 2022 that will provide opportunities for education, inspiration and business support as well as giving members the opportunity to network.

The company’s programme will include an annual forum, annual dinner, members meetings, industry leaders lunches, agency and venue engagement meetings and a series of training events.