Venue Hire Part One: Interview with Sam Kershaw, Commercial Events Manager at the Goldsmiths’ Centre

by: Mandana Oskoui


Sam Kershaw joined the Goldsmiths' Centre as Commercial Events Manager in April 2016. In this blog post, we interview her for a behind-the-scenes peek into life in the commercial events department and her role as manager.

Hi Sam. Could you please tell us a little bit about yourself and your professional background?

Born and raised in Wales, I was attracted to the bright lights and big city after travelling around India and Nepal for a year. My background was hospitality so I naturally continued working within the industry in London on my return. I love great service and enjoy people, it sounds like a cliché but it really is true. This is what makes my job as an Event Manager so much fun!

I was lucky enough to have an opportunity to work in sales, and went on to find my niche as Sales, Marketing and Events Manager in a gorgeous grade 2 listed building in the heart of Bloomsbury. More recently I’ve been appointed as Commercial Events Manager at the Goldsmiths’ Centre working alongside some of the most inspiring and creative people I’ve met in my career so far. I feel very lucky indeed.

What is your typical day in the commercial events department at the Goldsmiths’ Centre?

6am alarm, espresso and out the door to start on my 10 mile cycle to work. Arrive, shower, bowl of muesli, some fruit and I’m ready to embrace the day fully invigorated. First on the agenda - a check of all the spaces before our clients arrive to ensure everything is in place. Once our clients are in full swing with their events, which vary from a breakfast meeting for 10 to a product launch for 150 guests, the team and I are on hand throughout to ensure our guests are happy (and returning!).

At lunch and break times, we ensure that we are front of house to attend to any last minute requests from clients. Back in the office, we look into the week/month/year ahead with tasks such as team objectives, marketing plans, sales forecasts and targets, or account managing exciting organisations we have or want on board. 

Most evenings we have drinks receptions in our Atrium and Exhibition Space. I (or one of the members of our amazing team) will be present to ensure everything runs smoothly. Working alongside our award-winning caterers Gather and Gather who deliver the very best food and service makes our operational day exceptionally easy! Once the last client leaves it's back on the bike home to relax.

What do you think are the most attractive qualities of the spaces that we have at the Goldsmiths’ Centre? Do you have a favourite space?

The use of space and light, old and new throughout the building makes it not only unique but incredibly hard to choose a favourite space! It’s also very versatile and covers every base when clients are looking for their perfect venue. I spend more time in Bench, our café, than I should - does that make it my favourite space? Possibly, it is available for hire!

What advice would you give to clients to help them in planning for their event with us?

Detail, detail, detail! The best events are delivered for clients when the details are in place well before the event. 95% of work for an event is completed before the event takes place. Once established you can really go to town on the finer aspects of ensuring the guest experience is incredible.

What makes the venue hire spaces at the Goldsmiths’ Centre more unique than any other you’ve seen?

The building and what we deliver here is by far one of the most unique spaces not only from a commercial events point of view but from what we do here; the education of silversmithing and jewellery making to workshops and graduate courses. There is a real buzz about the place – all our clients agree!

What do you enjoy most about your job?

That’s an easy one – the people! Whether it be guests, clients or colleagues they have such an impact on your life. Everybody is an individual and getting to meet and communicate with so many people on a day to day basis is something that I’m extremely lucky to be part of.

Find out more about commercial events and venue hire at the Goldsmiths' Centre on our website here, or get in touch with Sam and the events team directly by calling 020 7566 7699 or emailing