The UK’s live events industry is struggling to recruit and retain skilled workers – not because of a lack of talent, but because of longstanding issues around working conditions, career progression and workforce retention, according to new research from Birmingham City University (BCU).
PLASA’s previous industry survey reports helped inform the original scope of the data collection, ensuring the research reflected concerns already being raised across the sector.
The study, led by Dr Roy Priest, Academic Lead for Student Experience and Employability at BCU, explored the experiences of employers and freelancers working across the UK’s live events industry in the aftermath of Brexit and the COVID-19 pandemic.
Published in the International Journal of Event and Festival Management, the research found that Brexit and COVID-19 not only intensified labour shortages, but they also exposed deeper structural challenges including insecure freelance employment, long and irregular working hours, difficulties maintaining work-life balance and limited diversity within the sector.
The UK’s live events industry contributes more than £61 billion to the economy annually and supports hundreds of thousands of jobs across festivals, theatre, music, exhibitions and corporate events.
However, many organisations continue to struggle to recruit and retain skilled workers.
Drawing on interviews with industry professionals from across the sector, the study found that younger workers are increasingly unwilling to accept traditional industry expectations around long hours, extensive travel and job insecurity.
Dr Priest said: “Live events are one of the UK’s great success stories, supporting hundreds of thousands of jobs and generating billions for the economy.
“However, our research suggests that the skills shortages facing the sector are not simply the result of a lack of talent. They reflect deeper challenges around retention, career development and working practices.
“What emerged from our interviews was a clear picture of an industry at a crossroads. Younger professionals remain passionate about live events, but they are increasingly looking for sustainable careers that offer progression, stability and a healthy work-life balance.
“If the sector is to attract and retain the next generation of talent, employers, educators and industry bodies need to work together to create clearer pathways into the profession and improve the experience of working within it.”
Participants highlighted concerns about the loss of experienced professionals following the pandemic, increasing pressure on remaining staff and difficulties developing the next generation of technical specialists.
The study also found that stronger collaboration between industry and higher education could play a significant role in addressing workforce shortages.
Interviewees pointed to inconsistent engagement with universities and a lack of structured opportunities for students to gain meaningful industry experience before graduation.
Dr Priest added: “This research highlights the important role universities can play in supporting workforce development across the creative industries.
“Students need opportunities to develop not only technical skills, but also an understanding of the realities of professional practice and access to meaningful industry networks.
“Stronger partnerships between higher education and employers can help bridge the gap between education and employment, ensuring graduates are better prepared for careers in live events while helping the sector address critical skills and workforce challenges.”
The research also identified opportunities to improve diversity across the live events workforce through greater outreach, more inclusive recruitment practices and increased visibility of role models from a wider range of backgrounds.
The study concluded that addressing workforce shortages will require employers, educators and industry bodies to work together to improve early career experiences, support progression and create working environments that meet the expectations of a new generation of professionals.
Rather than viewing current skills deficits as a temporary post-pandemic challenge, the research argues that the sector has an opportunity to create a more resilient, inclusive and sustainable workforce for the future.
Dr Roy drew upon the following PLASA data as part of the background section of the article:
- PLASA & #WeMakeEvents (2021) | The current position and future recovery of the live events sector
- PLASA (2024) | Workforce and skills report 2024
- PLASA (2024) | PLASA people profile survey
This article has also been published on the Birmingham City University website.
