How long have you worked in events and what did you do before setting up Octopus Events?
I’ve spent over twenty years working in events, in-house and on the agency side. My first role was a summer job at Oxford University Press in their exhibitions department, then I worked in PR, before a curve ball took my then-boyfriend (now husband) Darren to Barbados for his job! I took a leap of faith, went with him and spent two incredible years living in the Caribbean and working for Marcus Evans organising big summits in North America.
We didn’t expect to have quite so many visitors while we were there (although as we lived in paradise we should have anticipated that!). We counted 24 sets of visitors in 26 months and entertained them all while working full time. It was definitely a case of burning the candle at both ends but one of the most fun and memorable chapters of our lives!
When we moved back to London I worked for Reed & Mackay, a business travel agency with an events arm. I organised all kinds of exciting events for law, professional services and finance clients, ranging from company kick-offs in Amsterdam and senior strategy sessions in Italy to awards ceremonies in Scotland.
What made you set up Octopus Events?
We moved back to Oxfordshire to raise our young family, and I set up Octopus Events after a local business asked me to plan their awards ceremony. We are ideally situated in a beautiful rural area surrounded by gorgeous country venues, but still within easy reach of the capital and international airports. I wanted to bring my London and international events experience to corporate and private clients in the South-East.
Since I founded Octopus Events, we’ve worked with a huge range of clients on events that have included a 3-day circus event attended by royalty; a sophisticated product launch for an AI brand; monthly science talks; A celebration event for the team at MINI, the Skoll World Forum and a festive corporate Christmas market. Variety is the spice of life and luckily, I thrive on a challenge!
2025 has been our busiest year so far at Octopus Events and most of our business comes from word-of-mouth so we must be doing something right!
What do you love most about being an events planner?
I’ve always loved events and I get the same thrill now as I did twenty years ago when I walk into a beautifully decorated space that buzzes with anticipation and excitement. There is a magic that happens when you bring people together – the sensory nature of events creates a bond that I don’t think you can replicate virtually.
When I’m organising a corporate event, I like to observe how much staff feel valued and appreciated by the effort that has gone into their enjoyment – it fosters a sense of pride in their company. Again and again, I’ve seen that if you look after staff, they will look after you.
On a practical note, I love that every event has a start, middle and an end. Events are tangible and self-contained with clear objectives and deadlines. Procrastination just isn’t an option! It’s hard work but incredibly satisfying.
What is the most spectacular event you’ve ever planned?
It’s got to be the 5-day company event I planned in Venice for a private equity firm. Teams flew in by private jet for a high-level strategy session and enjoyed a packed agenda including dinner for 80 guests around one huge table in a palace on the banks of the Grand Canal. We stayed at the spectacular San Clemente Palace and delegates chose from a varied menu of activities from a Murano glass tour and gondola trips, to wine tasting and 5-aside football. Needless to say, the budget was quite healthy for this event!
For a totally different audience, I once organised an incredibly special 3-day circus event for 900 to celebrate the 20th anniversary of Priors Court School, a school for children and young people with complex needs. I wanted to give them a 5* event on the limited budget we were working with and that’s exactly what we achieved. Trapeze artists, fire eaters and jugglers on unicycles entertained the guests during the drinks reception. The guests then enjoyed an interactive circus show. It was even more special as the event was attended by HRH the Princess Royal.
What is your most memorable moment from an event you’ve planned?
At the Venice event I organised I was woken in the night to the sound of splashing and laughter from outside, so I called down to reception to report that some revellers were disturbing the sleep of my VIP guests. It turned out that the revellers were my guests, swimming in the Grand Canal and losing more than one Rolex watch in the process!
In all seriousness, the memorable moments come from the vast range of things that I end up doing at events. One minute I’m doing a last-minute vacuum of a marquee, to giving the waiting staff an extra hand, the next I’m meeting Royal security or the US secret service to discuss VIP arrangements. Rolling up my sleeves and getting things done is one of my favourite things about event planning.
What trends do you see coming up in the events industry in 2026?
I can see three main trends to watch out for in 2026: wellbeing, sustainability and technology.
Wellbeing will be a big focus for private events with self-care at the heart – yoga and Pilates sessions, time spent in nature, mindfulness, nutrition and rest. Incorporating aspects of wellness is also important in the corporate space, along with finding ways to connect events to a wider purpose like support for a local charity or meaningful cause.
There should be a focus on integrating sustainability into all aspects of event planning, beyond a tick box approach. I’m working with organisations currently to explore luxury UK venues where previously they may have opted for conferences and events abroad. Technology also needs to be a key priority in 2026 with a significant piece of the budget allocated to event production. There is no point in investing in a gorgeous venue only to have a pop-up screen in the middle of the space.
What is your favourite hotel to stay in personally as a guest in the UK, and abroad?
I could talk about hotels all day long and frequently do! I love the laid-back vibe of The Pig hotel group and their ethos of locally sourced and home-grown food. Heckfield Place is spectacular, especially the screening room, and Chewton Glen is quintessential British luxury. I’ve not stayed in one of their treehouses but that is on my wish list! No list of hotels is complete without mentioning the grand tradition of beautiful Claridges for the best afternoon tea in town.
I love it when hotels leave little personal touches. I once stayed at the Ritz Carlton Naples in Florida and discovered personalised stationery in my room that I used for years afterwards! Sani resorts in Greece have exceptional customer service and I’m a big fan of the Four Seasons Maldives Laanda Giravaru. I’d love to stay at the Mandarin Oriental on Canouan Island in St Vincent and The Grenadines but I need to save a few pennies first!
In one line, can you sum up what makes a brilliant event?
Brilliant events are like delicious cakes made from all the right ingredients – a client who is willing to be creative, a fabulous venue, trusted suppliers, a good budget and a highly experienced and passionate event planner!
What are you most excited about for Octopus Events in 2026?
Even more fantastic events and working with clients who are willing to be brave, get creative and don’t want to follow the crowd.
How do you plan to celebrate the festive season?
I’ll be at home with my family in Oxfordshire and visiting relatives in Hampshire. Lots of cooking, festive films, dog walks and board games.
Even though I do it for a job, I still can’t resist organising the occasional event in my personal life. We have an annual tradition of hosting a big party in January for friends and neighbours. We call it a Christmas party, but it takes place after the main festivities when everyone is free and needs cheering up. Over the years we’ve had a pianist taking requests and a magician performing tricks. We love hosting, I’m definitely in the right line of work!
To plan your next corporate or private event with Sarah, get in touch for a no-obligation discovery call
