We sat down with Katrina Appleyard to hear more about her journey, her work with our team on gearing up the North East to become a leader in sustainable event practices, and what we can all do to make sure we’re doing ‘good business’.

How did you get involved in sustainability, and what led you to your partnership with BeaconHouse Events?

I’ve always had a passion for sustainability and its practical applications within organisations. My role is to work with businesses and help them figure out how sustainability fits into their overall strategy, from both an environmental and social impact standpoint. I was originally introduced to Sarah through a project with Dynamo North East, and through our discussions I learned that Sarah was working on creating a sustainability framework for BeaconHouse Events. From there, it felt like a natural partnership. We started working together in 2022 to shape internal processes and ambitions at BeaconHouse and since then, we’ve built a strong, ongoing collaboration for all things sustainability in the region.

What was the initial focus when you first started working with the BeaconHouse team? How did the relationship evolve?

Initially, I worked to help the team at BeaconHouse understand why sustainability matters, especially in the context of events and conferences. The first step was to identify their impact, both internally as an organisation, and through the events that they deliver; we looked at their role as a leading events company, the impact they were making on their clients, and how they could contribute to creating a sustainable events ecosystem in the North East and across the wider sector. We built a plan that considered both BeaconHouse’s internal operations and its wider impact on the industry as a whole and worked on initiatives that helped the team incorporate sustainability into everything from catering practices to supply chain management. We’ve seen the results of this shift in the positive conversations that are happening with clients about what is possible.

One of the key projects you’ve worked on is your consultancy with the NewcastleGateshead Initiative (NGI) on the Destination North East England project. Can you tell me more about that and how your collaboration with Sarah has shaped it?

Yes, that’s been an exciting part of our work together! I have worked with Sarah to help NGI with research around the sustainability offer for events in the region. We’ve been focusing on creating a legacy toolkit which is a set of resources that would help businesses and event organisers across the North East adopt sustainable practices for their events and conferences, putting the region on the map when it comes to choosing a location for regenerative events.

The research we’ve done is aimed at building awareness and creating a framework for local businesses, especially smaller suppliers, to understand how they can contribute to regenerative events. We’re trying to make sustainability accessible to everyone, from large venues, corporates and freelance event organisers. That’s the beauty of the North East, we’re a diverse region with a mix of large and small players who all need support in different ways.

Is the framework just about environmental impact?

We were keen that the framework didn’t only focus on carbon measurement and reduction but also supported businesses to give back to our local communities too. This includes initiatives like partnering with local foodbanks, something BeaconHouse Events are trialling at TechNExt 2025 and how to collaborate with local cultural venues or non-profit organisations to deliver various elements of events, from catering to designing backdrops or providing delegate entertainment. We are also encouraging organisations to partner with universities and colleges to provide volunteering experience for students on-site at events; nurturing local talent while also creating a skilled workforce pipeline for the events sector.

The North East has a lot of potential in terms of sustainable events, but what challenges have you encountered along the way?

The biggest challenge we have found through our work has been the complexity of the supply chain. The events industry includes everything from huge hotels and conference venues to smaller suppliers like caterers, entertainers, and AV providers. Many of these smaller businesses, particularly SMEs, don’t have the resources to implement sustainability practices on their own. What we’ve tried to do with Sarah and BeaconHouse is create an ecosystem where businesses can learn from each other. By providing information and offering support, we help businesses understand how they can make small changes that add up to a larger impact.

Another challenge is around influencing delegate choice. For example, attendee travel is one of the biggest contributors to the carbon footprint of events but we don’t always have control over how people get to events. We’ve made strides across the board though and BeaconHouse has brought in and implemented a range of initiatives to “nudge” behaviours and encourage attendees to adopt more sustainable practices. One of the most successful has been making vegetarian meals the default option at events, which reduces the carbon footprint by a significant amount. These are small changes, but they can make a big difference.

That’s a great example of how small changes can lead to significant impact. Do you think the collaborative spirit in the North East is one of the region’s greatest assets?

Absolutely! One of the things that makes the North East special is its sense of community and collaboration. We’re a compact region, which makes it easier for businesses to come together and share knowledge. There’s a real willingness here to work together, and that’s incredibly powerful. We’re not competing with each other; we’re building a network of suppliers, venues, and businesses that all share the same goal: to make the North East a leader in sustainable events and to attract global organisations here to deliver their events in a regenerative way.

What do you think the future holds for sustainable events in the North East? Where do you see the region heading?

The future is very bright! There’s still a lot of work to be done, but I’m excited about the progress we’re making. The research we’ve done with NGI is a great starting point, and I believe we’re on the cusp of something truly transformational for the North East. BeaconHouse’s aim is to make sustainability a core part of every event that takes place here—from the small ones to the large international conferences. And we’re not just talking about carbon reduction, but a holistic view of sustainability that includes wellbeing, waste management, local sourcing, and more.

How can people get involved in this movement? Is it too late for businesses to start integrating sustainability into their practices?

It’s definitely not too late, in fact, it’s the perfect time to get started. Whether you’re a venue, caterer, or small supplier, the key is to start the conversation. Don’t be afraid to ask questions. If you’re unsure where to begin, I’d encourage people to reach out to Sarah at BeaconHouse. She’s got a wealth of knowledge, and she can help connect you with others who are on the same journey.

The North East is well on its way to becoming a hub for sustainable events. With a strong collaborative spirit and a shared vision for a greener future, the region is poised to be a global leader in sustainable event practices. And as Katrina says, the journey is just beginning—there’s never been a better time to take the first steps.

If you are interested in taking the next steps in your sustainable event journey, we would love to hear from you! Email sarah@beaconhouse-events.co.uk or call 0191 691 3456 to speak to our team.