Rona Askew

Name:

Rona Askew

Business:

Tinderbox Events Ltd

Web site:

www.tinderboxevents.co.uk

Years in business:

Number of businesses:

1

Myself and three friends, Emma, Verity and Praxedis, all met at Durham University and came out with good degrees, but we were all reluctant to go down the standard route of graduate employment.

In our final year, realising that the opportunities to exhibit art in Durham were limited, we’d decided to put on an art exhibition. ‘The Art Garden’ became an open air exhibition in the Durham Botanic Gardens which showcased work of around 50 artists.

Alongside the artwork we also put on an opening night champagne reception, an open air theatre production of A Midsummer Night’s Dream, and afternoon of live music and a family day.

We organised the whole event from start to finish, producing all promotional literature as well as managing PR and finances. The feedback we got from those who attended told us that there was a market for creative and dynamic events within the North East. So we started contemplating running a business together and ‘doing it for real’.

We thought about how rewarding doing it professionally and for ourselves would be. Our work experience that we did after graduating only confirmed this.

Working in London was expensive and claustrophobic and working for other people didn’t come close to the challenge and excitement of The Art Garden.

We were also convinced that working together made us a formidable team as we knew each other’s strengths and weaknesses so well having lived together for three years.

As a result, moving back up to the North East and running a business seemed more logical than doing anything else.

Admittedly turning it into a reality was harder than we had anticipated. We managed to acquire some start up capital and had access to accountant and a solicitor through the GLEAM programme (which provides workshops and mentoring for start up businesses in the North East).

However, what was harder was taking the practical steps of moving back to the region as all four of us are from different parts of the country. It was hard taking the decision to give up our jobs and the financial stability that afforded, but we had to move away from family, friends, boyfriends, effectively into the unknown given that our university experiences had been predominantly based in Durham and we didn’t have extensive knowledge of Newcastle or Northumberland.

But we decided that it was best to jump in feet first and take on the challenge of running a business before we were burdened with more serious commitments. From that point the decision was easy- it was merely a case of finding a suitable house (room for the four of us with space for a decent office and meeting room) and then packing up the cars and making the drive northwards!

Through our previous experiences we had already established a sound network in the North East. Durham University was very helpful in introducing us to people who were working in event management or related industries in the region.

Through following up some of these leads we are fortunate to count some really prolific people in the region as our mentors and we are truly grateful for the time they spend as our sounding boards and generally acting as a point of reference.

We were also privileged to be accepted onto the GLEAM programme which gave extensive practical support in terms of running a business and also facilitated some useful networking.

Business Link has also been really helpful in providing information and we would recommend them highly to anyone who is thinking of starting a business.

We wanted to set up a business that reflected our uniqueness as a group; as people with limitless ideas and limitless enthusiasm to deliver them. As four women, we wanted to run a company that was fun, young and dynamic; a world away from the prohibitive ‘innovation’ to be found in the board rooms of the creative agencies we had worked for previously.

We also wanted our business to be authentic and true to it’s roots but ambitious and forward looking. Longer term, our vision is to see Tinderbox Events become an established brand that excited people, first within the region, but then nationally.

Our role in events means that we have to be reactive to the market. So we’ve often seen opportunities in certain situations and tailored our product to it. However people who hire us tend to be looking to run edgier events than the kind of people who would look to hiring an older more established firm. So in many ways who we are defines what kind of events we do.

Our biggest challenge has definitely been overcoming peoples’ preconceptions of us. As four young women people tend to underestimate our experience and ability. However as more and more people give us chances to prove ourselves, the more tangible evidence we have of the great things we’ve done- so it’s getting easier.

When we organised ‘The Art Garden’ we were too easily taken in by people’s promises rather than relying on our own instincts and initiative.

We were promised financial support as well as personal encouragement by people who were not in the position to raise our expectations and we were eventually let down. Sometimes it’s important to substantiate what they offer in writing.

We’ve also learnt that it’s important to be clear on what you will and won’t provide and agree to a cost for your services. At first we were very reluctant to talk about money and putting a cost on our time but it’s the nature of the work we do. Sometimes you have to disregard social etiquette and get down to the nitty gritty of the budget!

I also think you need to be prepared for things to take longer than you might think- especially when it comes to the administrative side. Make sure you allocate sufficient time to thoroughly sort out your bank account and systems as if you don’t do this first, when you do come to need them, it will distract you from focusing on the work at hand and slow everything down.

Life is now non stop for the four of us. We frequently do late nights and early mornings, occasionally neither- and just stay up all night! So we have restricted time for social pursuits. However we try and merge the two wherever possible- have business meetings over dinner or attend networking evenings and then go for drinks after- in order to maximise time.

Our biggest success was being nominated for The Journal Culture Club Awards. The Art Garden was a finalist in the Best Event Durham category alongside some really high profile events run by the best event agencies in the region.

To be recognised alongside them was such a proud moment for us all and Tinderbox was featured in a supplement in the next day which was terrific publicity.

I think an entrepreneur needs determination, lots of support and a bit of luck. We like to remind ourselves of the local saying “Shy bairns get nowt!”

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