Sarah is the sales and events director at Central Hall Westminster. It is London’s largest conference and events venue and lies within the Methodist Church’s Grade II listed building in the heart of the capital.

Sarah said: “Our objective is to provide venues where people can feel inspired. We aim to deliver this through excellent customer service at our stunning buildings.”

Before coronavirus took hold, Central Hall Westminster was enjoying excellent growth. The pandemic brought all that to a halt.

Sarah attended our five-day course with the aim of identifying new ways to aid business development.

In addition, as she is in her first role as a board member, she wanted to understand the foundations, her obligations and how to be a good board member.

Read about Sarah’s experience below…

Sarah’s thoughts

The course was invaluable, at a time when we needed to pivot and re-establish our business. It gave us the tools to start afresh, using the marketing session to reconsider the relevance of our product offer, our marketplace and the best medium to promote our offer.

The finance section reminded us of the need to consider cash flow, critical at a time when we had no income. Underpinning everything we do, we have been taught best practice – to approach everything as a project, ensure it has a scope, defined outcomes and definition of success to ensure measurement. Finally, the sessions outlining board structure and best practice were excellent.

All of the tutors provided real-life examples in an engaging way. There was a good balance between taught content and participative group work.

This was a great all-rounder course, ideal for a new director or as a refresher of best practice for a more experienced board member.

Applying the learning

Sarah said that in particular she would be applying what she learned from the marketing session to guide her in repositioning Central Hall Westminster’s business proposition and ultimately business development.

She now has the tools to evaluate the product offer and delivery mechanism, and will use these to do group work with her team.


I would absolutely recommend the course. It is intense, being delivered over five days, but covers so much. I came out with many useful tools and lots of ideas that I can implement.


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