With a career spanning more than two decades, Denis McCourt’s path into events was anything but conventional, beginning in nightlife and club experiences long before corporate events became his focus. That grounding in crowd psychology, logistics and ultimately, a focus on fun, would go on to shape Awesome Events into a business built on delivering immersive experiences that feel professional without ever becoming stuffy or predictable.
Today, Awesome Events operates as a fully integrated events group, offering venue hire, event management, catering, AV, theming, set build and entertainment all under one roof. It’s a model designed to reduce risk, improve consistency and simplify the planning process for clients – an increasingly important proposition in an industry where expectations are high, but margins for error are slim.
As Awesome Events’ popular seasonal venues, including Bloomsbury Big Top and London City Beach, prove, McCourt's model works. These iconic London venues transform into fully themed environments, hosting myriad events and welcoming tens of thousands of guests each year for spectacular Christmas celebrations and stress-free summer parties, respectively.
And yet, like the rest of the hospitality sector, the events industry finds itself at a crossroads. Budgets are tighter than they once were, the decision makers have changed, and the working-from-home culture has reshaped how companies connect their teams. At the same time, advances in AV technology have raised expectations around production value, even while clients remain highly price-conscious. The result is a more competitive, more demanding landscape, where live events businesses must work harder than ever to prove their value.
We sat down with Denis McCourt to discuss building an events business from the ground up, the challenges that reshaped his approach, and how to stay on top of industry trends.
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Awesome Events specialises in large-scale functions, hosting summer and Christmas parties, alongside conferences, awards ceremonies, and networking events
In your own words, what is Awesome Events all about?
I found my way into the hospitality industry after leaving a career in the City and travelling for three years. When I returned, I launched the concept ‘Party Bus’ where we took groups to four nightclubs in one night. At our peak, we were taking up to 500 people out every Friday and Saturday, all paying without knowing where they were going. The business grew into all major UK cities, and we also launched the UK’s first dedicated stag and hen weekend organising service.
What that decade taught me is that clients want to work with a company that looks after them: professional but not stuffy, great value for money, and willing to take them on a journey as long as you communicate clearly and deliver an experience. Every weekend was unique, and after more than 20 years in that world, I learned a tremendous amount about people. Those insights became the foundation for Awesome Events.
What inspired you to start the business?
After years of Party Bus, the late nights and nonstop energy of the nightlife world started to take their toll. I knew I needed to shift to a more mature market. Weddings would have been a natural next step, given the thousands of stag and hen parties we had handled, but that wasn’t the direction I wanted to go. Corporate events felt like the right move, better budgets and no mother of the bride to deal with.
I also wanted to create something different from the traditional corporate events I'd attended during my time in the City. That’s how the concept for our first venue, Bloomsbury Big Top, was born. Everything evolved from there. Awesome FX followed shortly with the first colour-changing LED dancefloor and LED banqueting tables, then we moved into the LED table centrepieces, which were swiftly copied in China. We had a good 3 or 4 years before the market got too competitive, so we looked for new products to develop.
What keeps you motivated after so many years in the industry?
I love the unpredictability of this business. You can plan your day or week, and then one phone call can take you in a completely different direction. Within the Awesome Group, we have multiple departments, from theming and AV to catering, event management, printing, exhibition stands, set building, and conferences, so every day I get to wear a different hat.
I also really enjoy working with my wife, Diane, and now my daughter, Molly, who joined during Covid. Watching our ‘Awesome 2.0’ team take the reins and drive the company forward, seeing their creativity and ambition, that’s what keeps me energised.
How did the company evolve into the multifaceted business it is today, including the AV-focused Awesome FX?
Ok, I’ll admit it: My name is Denis McCourt, and I’m a bit of a control freak – in a good way! After managing some very complex, multi-day events involving numerous suppliers, I had a situation where a minor supplier mistake, completely out of my control, caused me to lose a long-standing contract worth around £500,000. I couldn’t exactly go back to the supplier and say: ‘You’ve just cost me half a million because you delivered to the wrong address at the wrong time.’
That was a turning point. I realised that if we could bring all the major components of an event under one roof, we could dramatically reduce risk, improve consistency, and take full ownership of our delivery. So we built a model that includes venue finding, event production, our own venues, catering, AV, stage sets, and even an entertainment agency. By owning the core pillars of an event, we control our destiny and offer clients a true one-stop shop that saves them time and, importantly, money.
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London City Beach is a popular summer party venue available for parties and events with 300-1200 guests during the summer months.
You’ve seen the events industry change dramatically over the years – what do you think are the biggest shifts you’ve witnessed?
There have definitely been some interesting phases. When I first started, commercial and high street banks were spending significant amounts on staff events. The biggest example is the Christmas party. It used to be the highlight of the year, and companies competed to throw the best event. Today, you’re lucky if they spend £25 per person.
We’ve also seen trends come and go: the chocolate fountain era, the karaoke phase, and now the rise of bowl food and street-food concepts. Each reflects how guest expectations evolve.
Working from home has also had a huge impact on the Central London hospitality trade. Years ago, you could sell out every Friday in December ten times over. Now you’re lucky to secure a booking, simply because fewer staff are in the office and companies are rethinking how they gather teams together. Decision-makers have changed as well. It used to be the PA to the Chairman, someone experienced, supported by a well-established team. Now, it’s often a 25-year-old who has just joined the company who is suddenly responsible for substantial budgets. That change has reshaped how we support clients through the planning process.
Do you anticipate further changes or adaptations in the coming years?
I do think it’s going to become increasingly challenging to hold internal corporate events, simply because more people want to work from home and protect their personal time. Companies will have to work much harder to bring their teams together, even though in-person connection is more important than ever. I worked from home for two years myself, and it didn’t take long to realise it wasn’t for me – especially when I found myself still in my dressing gown at 2 p.m. on a Friday, drinking with four mates and the plumber who came to fix my shower! Perhaps that says more about me than the industry…
But jokes aside, if we’re not careful, the next generation may stop socialising face-to-face altogether, let alone organising large events. We could end up in a world where everything is online. The challenge – and the opportunity – for our industry is to create experiences so engaging and meaningful that people want to come together in person.
What are some of the logistical or creative challenges of running large-scale themed venues like Bloomsbury Big Top and London City Beach?
Large-scale projects like these are always a bit daunting. Before Covid, we were operating nine Christmas venues and two summer venues, managing around 380 events and welcoming approximately 120,000 guests. That scale requires meticulous planning – and then you have to plan the planning – because no matter how perfect it looks on a spreadsheet, unexpected challenges will arise, and you need to be ready to adapt on the fly.
Working with reliable, professional suppliers is absolutely critical. Over the years, I’ve learned the hard way that you can have a great venue, excellent food and drink, and top-notch entertainment, but if you don’t know how to market and sell it, you end up with an empty ‘TARDIS’ that has eaten three years of company profits. In those moments, you need to take responsibility, brush yourself off, take a deep breath, and move on to the next idea. Resilience and adaptability are what keep large-scale venues running smoothly and creatively.
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Bloomsbury Big Top is Awesome Events' largest venue. Exclusive hire accommodates up to 1500 for standard events with a dining capacity of 650.
What’s next for Awesome FX and Awesome Events – any exciting projects or developments on the horizon?
We’ve just taken delivery of a new range of mobile LED screens, LED DJ booths, and reception desks, which we expect will keep us busy throughout 2026. Our events team is also seeing an increase in large corporate bookings, often with generous budgets, which is very encouraging.
On the AV side, Awesome AV has been active across Europe, projects in Sweden, Norway, Germany, Italy, and Spain and as far as Canada earlier in the year. In the UK, we currently have four roadshows underway, keeping the team fully engaged. It’s exciting to be back working on international projects while continuing to innovate and expand our services at home.
If you could go back to your early career, what advice would you give yourself starting out in events?
I would tell myself to get a mentor – someone experienced in the business who you can turn to when you need guidance or just someone to bounce ideas off. When I started, I knew very little about cash flow, marketing, sales, accounting, proposals, Google Ads, or LinkedIn – I actually thought it was pronounced ‘LINK-ED-IN’ when it first appeared in the UK! Interestingly, I secured my first £120k booking via LinkedIn in 2009, just a year after it launched.
I’d also advise not to fear competition. Work closely with your competitors, because you’ll both learn a huge amount. Finally, understand that when you run your own business, you’ll push yourself harder and hold yourself to higher standards than you ever would in a 9-to-5 job. The effort is immense, but so are the rewards.
When the busy season wraps up, or you finish a long day, what’s your favourite way to unwind?
I love a pint of Guinness in a cosy Irish pub, often while planning the next day’s adventures. I work hard, but I try to play even harder, and finding that balance keeps me energised and inspired. I also stay active – playing football on Saturdays, boxing, fishing, hitting the gym, and, of course, travelling whenever I can. That said, travel often involves work! Most recently, I've been supporting the Akwaaba Volunteers in Ghana, working on projects that empower the next generation in Accra. It's all about balance.
Want to host an event with Awesome Events? Use the links below for more information and booking details:
Book a summer event at London City Beach
Book a Christmas party at Bloomsbury Big Top