7 Questions With: Samantha McGrath, Head of Events at Sopwell House

Imagine planning a product launch in a house where a future Viceroy of India spent part of his childhood. For Samantha McGrath, Head of Events at Sopwell House, that's simply part of the job. The house’s history goes back to a deed of 1603, and it's been home to lords and princes, and even the setting for a royal proposal. For the last 40 years, however, it’s been run by the same family, who've built a loyal team and a strong reputation for exceptional conferences, corporate events, weddings and Christmas parties.

The best independent, family-run hotels tend to keep hold of the best people, particularly when it concerns events. Samantha McGrath is a prime example. Having joined as senior event planner in 2019, she soon progressed to events manager, followed by a lead role as head of events. Seven years in one place is a long time in an industry known for its revolving doors. Add her earlier experience with Compass Group UK & Ireland and Luton Hoo, and who better to ask our burning questions?

These days, Sopwell House has 15 flexible function rooms and roughly 10,000 square feet of conference space, with the largest suite seating up to 380 guests – all set within 12 acres of countryside just 18 minutes by train from London. But it’s no longer just about the best spaces; events are changing fast. Companies are asking harder questions about how and why they meet in person, and private hosts now actively seek out gatherings that feel like their own rather than an identikit package. The venues doing well are the ones whose teams understand that and act on it at every level. So how does someone leading events think about what makes them work? Samantha's answers are thoughtful, candid and full of practical advice. Read on to see for yourself.

1. What’s one thing guests notice immediately when they walk into Sopwell House?

The sense of arrival. There’s something quite special about walking through the doors of Sopwell House; the combination of the character of the house, the beautiful interiors and the atmosphere created by the team. It feels elegant without being formal, and welcoming rather than stuffy. I think guests immediately get a sense that they’re somewhere that has its own personality. 

2. Is there an event you've hosted that you're particularly proud of?

One event I’m particularly proud of was our 40th anniversary summer garden party at Sopwell House. We host the garden party every year, but celebrating such a significant milestone gave us the opportunity to really push the boat out and create something extra special for our guests.

With over 350 guests joining us, we took inspiration from the 1980s and created an evening filled with entertainment, incredible food and drink and plenty of surprises. We had a fantastic 80s electric band, a Bloody Mary and oyster bar, launched our brand-new Sopwell House Whiskey and, as the ultimate wow factor, guests could take to the skies above the grounds in a giant Taittinger hot-air balloon!

Sopwell House's 40th anniversary garden party took to the skies with a Taittinger hot-air balloon – no surprise it's one of the best summer party venues in the UK.

What made the event particularly memorable for me, though, was seeing so many of our clients, suppliers, colleagues and friends of the hotel together celebrating 40 years of Sopwell House. There was a real sense of pride and togetherness throughout the evening. 

I’m always proud when an event not only runs successfully behind the scenes, but creates a genuine experience and leaves people with memories they’ll talk about afterwards. Seeing the reaction from our guests made all the planning and hard work worthwhile, and it was a fantastic way to celebrate such an important milestone. 

3. What do people tend to overlook when planning an event?

The guest journey. People naturally focus on the big things: the venue, food, entertainment, styling and timings, but it’s often the little transitions in between that make an event feel truly seamless.

How does a guest feel when they arrive? Do they know where they’re going? Is there somewhere comfortable to have a coffee? Is the registration process straightforward? What happens between the conference finishing and dinner beginning?

Those details might not be the things people remember consciously, but they absolutely contribute to how an event feels.

Coffee on a sunny terrace table makes an easy bridge between sessions, while Sopwell House's private dining rooms take care of what happens once the conference wraps up.

4. What do clients ask for now that they didn’t a few years ago?

There’s definitely a greater emphasis on experience and personalisation. Clients don’t simply want somewhere to hold a meeting anymore; they want their guests to have a reason to remember it.

We’re seeing more interest in creative food and drink, wellness, activities, interactive experiences and making better use of the destination itself. There’s also a much stronger focus on flexibility;  clients want events to feel less rigid and more tailored to their guests.

I think there’s also a real desire to create experiences that people actually want to attend, rather than events that feel like an obligation. 

5. What makes a conference or corporate event genuinely engaging rather than just another day of meetings?

Energy and variety. Even the best content can lose its impact if people are sitting in the same room, in the same format, for eight hours.

The most engaging events I’ve seen mix up the pace and environment; great food, comfortable spaces, opportunities to network, interactive sessions, a bit of surprise and, importantly, time for people to simply connect with one another.

You also have to understand the audience. What works for a group of senior executives may be completely different from what works for a younger, more creative team. The best events feel like they’ve been designed for the people attending them, rather than simply delivered to them.

From relaxed lounge seating for breakouts to cabaret-style set-ups for the main session, Sopwell House makes it easy to change the pace – and the spaces (including Omboo at Sopwell House) work just as well for Christmas celebrations come December.

6. What's the strangest thing you've had to source or fix at the last minute?

Probably the things that sound completely impossible until you’re actually faced with them!

In events, ‘Can we just…?’ can be the most dangerous sentence you hear!

I’ve had plenty of last-minute requests that have involved sourcing unusual items, changing room layouts, adapting menus or finding solutions to things that simply weren’t part of the original plan. I think the strangest part is often not the request itself, but the speed at which you have to come up with a solution.

That’s one of the things I love about events, though. You have to stay calm, think creatively and never let the client see the panic happening behind the scenes.

7. Looking back, what’s one piece of advice you’d give your 25-year-old self?

Don’t worry so much about having everything figured out.

Your career rarely follows the route you expect it to, and some of the opportunities that seem unexpected at the time can end up being the ones that shape you the most.

I’d also tell myself to ask more questions, learn from everyone around me and not be afraid to put myself forward. In events, you learn something from every person, every client and every event – and you never really stop learning.

Hungry for more insights from the people behind the UK's best event businesses? Don't miss our interviews with Markus Thesleff, founder and CEO of Thesleff Group, Jenny George, sales manager at Leeds Castle, and Jason Wintur, director of sales at Swingers UK. Or sign up for the SquareMeal venues newsletter to get the latest delivered straight to your inbox.