In 2023, the PCO Association Inc., in partnership with Pan Pacific Hotels Group (PPHG), proudly introduced the Tim Birley Rising Star Award, honouring the memory of a true industry legend.

Tim Birley was not only a consummate professional but a person who embodied care, integrity, and an unmatched commitment to client relationships. His legacy continues to inspire the next generation of professionals across the business events sector.

As applications open soon for the 2025 award, we caught up with the 2024 recipient Holly Barnett to hear about her journey, the honour of receiving the award, and her outlook on the future of our industry.

Let’s start with your story—what drew you to the business events world, and what’s your current role all about?

My passion for events began back in Year 10 and runs in the family—my mum and many of my relatives have long careers in the industry.

I like being organised (and organising people) so the business events world lets me do that on a daily basis. What excites me most is the variety—no two events are ever the same. From conferences to incentive trips, each project brings its own set of challenges and creative possibilities. That constant change keeps me engaged and pushes me to keep developing both my technical and interpersonal skills.

In my current role as a Project Manager at Touchpoint Meeting Services, I work closely with clients on all aspects of conference registration—from building forms to onsite badge printing. We also support hybrid and virtual events, helping clients deliver smooth, engaging experiences no matter the format. My goal is always to streamline processes and ensure delegates feel informed, welcomed, and supported throughout their event journey.

What’s something you love about this industry that keeps you motivated?

One of the things I love most about this industry is how supportive and generous people are with their knowledge. From day one, I’ve found that colleagues and industry peers are genuinely eager to share advice, answer questions, and encourage newcomers. There’s a real sense of community—people are curious about your journey and always willing to offer insights to help you grow.

This is especially true when we’re onsite at events. No matter the role or experience level, everyone pitches in and supports one another. It feels like we’re all in it together, working toward the same goal. That camaraderie, combined with the opportunity to keep learning from others, is what keeps me motivated and excited to be part of this industry.

When you heard you were receiving the Tim Birley Rising Star Award, what went through your mind?

I was actually right in the middle of delivering a hybrid event for one of our clients when Barry first called, so I missed the call entirely! When I finally got the message, I was both thrilled and a little overwhelmed. The idea of giving a speech in front of my peers at the conference definitely made me nervous, but more than anything, I felt incredibly honoured.

Receiving the Tim Birley Rising Star Award was such a validating moment—it meant a lot to know that others in the industry recognised the effort I’ve been putting in and saw potential in the work I’m doing. It gave me a real boost of confidence and made me even more excited about continuing to grow in this field.

Tim Birley was known for his deep care for clients and the industry. How do you relate to that in your own work?

Tim Birley’s reputation for being deeply caring about his clients and the industry resonates strongly with me. Working in a service-based business, I’ve always believed in putting the client first—it’s not just a guiding principle, but a core part of how I approach my work every day. I understand that behind every event or project, there are real people placing their trust in us to deliver something meaningful, memorable, and seamless. That responsibility drives me to be detail-oriented, proactive, and genuinely invested in each client’s success.

One of the most fulfilling parts of this industry is witnessing the tangible impact of our work. There’s something incredibly special about seeing the smiles, the sighs of relief, and even the quiet moments of joy from clients when everything comes together. It’s in those moments that all the planning, long hours, and challenges feel worth it. They remind me why I chose this career and why I remain passionate about it.

Like Tim, I want to be known not just for the work I do, but for how I make people feel—valued, supported, and understood. That’s the legacy I hope to build, and it’s one I will continue to carry with me throughout my career.

Has the award opened up any new doors or shifted anything for you professionally?

Since receiving the award, my professional network has grown significantly—especially after meeting so many people who came up to chat with me at PCOA 2024. It’s been incredibly encouraging, and it’s helped boost my confidence in my day-to-day work. I’ve found myself speaking up more, sharing my ideas, and as a result, I’ve been exposed to new learning opportunities I might have previously held back from.

One of the most exciting outcomes has been joining the PCOA 2025 Program Committee. Being part of the planning side of an event is a new experience for me, and it’s been a great way to broaden my understanding of the industry from a different perspective. It’s definitely pushed me to grow both professionally and personally,

What advice would you give someone just starting out in the business events industry?

Ask every question that you have and be nosey!

A lot of what I have learnt hasn’t been from my university days but has been from the people around me. While having the background knowledge from your studies is helpful, the hands-on experience you gain by being onsite and working closely with industry professionals is truly invaluable. Don’t be afraid to get involved, learn from others, and stay open to new experiences—you’ll grow faster than you expect.

Looking ahead, what are you most excited about for your own career and for the business events industry as a whole?

I’m really excited about continuing to connect with new people and working on a diverse range of events. The rapid advancement of technology is opening up incredible possibilities, especially with how it’s breaking down traditional barriers like travel and time. This shift is allowing us to rethink the way we engage with events, making them more accessible and dynamic than ever before.

The industry is constantly evolving, and while it’s a bit daunting to imagine where we’ll be in 10 years, it’s also incredibly exciting. If the pace of change continues as it is now, I think we’ll see even more innovative solutions and opportunities emerge, shaping the future of business events in ways we can’t yet fully predict.

Maybe one day we will even figure out a way to get delegates to read signage and their pre arrival information.