Andrew Harrison: Making fun pay RB

New study shows industry not using sensory experiences to full potential

Andrew Harrison, ESSA director looks to encourage and foster a more collegiate sensibility among event industry professionals.


I was listening to the roars of laughter during an anarchic after-dinner game at this year’s In The Rough and was wondering why do we do it?


By ‘it’ I don’t mean raising money from a room full of event industry professionals, or even having a golf competition. I mean why do we, as an association, devote time and energy to events that, in many people’s eyes, don’t appear to have any obvious benefits beyond fun or fundraising?


In the Rough 2015 was the biggest ever, with 94 competitors and 130 guests at the evening dinner and prize giving, with representatives from across the whole industry in attendance, sponsoring tees and providing all important event support and sponsorship.


Although a well-polished process on the organisational front, In the Rough requires thought and preparation into making it happen, both on our part and that of everyone involved. Even attending an event like this is a considerable investment in time, so the success of this year’s event is a testament to the infectious enthusiasm it generates.


But when there are so many pressing ‘hard’ business issues and industry developments that an association like ESSA deals with on a daily basis, from providing help navigating new legislation or developing international business links, why commit resources to ‘soft’ association activities like golf days?
This is a question I hear none too frequently.

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