From the vibrant corridors of York’s academia to the dynamic world of international events, Faye Elizabeth Alexander’s career is a rich cultural tapestry that is still growing.
With a BA Honours in Theatre, Film, and Television, Alexander cut her professional teeth with some of the UK’s broadcasting giants, including the BBC and ITV. However, Alexander’s foresight led her to seek a “backup plan,” a pursuit that took her into the realm of education. It was a move that would not only broaden her skill set but also enrich her network. “I took a sidestep from film and television to do my teaching qualification,” she explains, referring to her PGCE in the lifelong learning sector.
Her stint in academia was not just confined to teaching. Alexander became an integral part of the university team at York St. John University within the Faculty of Arts, orchestrating events that leveraged her industry contacts. “I was able to bring my contacts to those events,” she says, detailing her involvement in international summer schools, creative panels, film festivals, and the Channel 4 inspiration day.
It was this blend of education and event management that paved the way for her entry into KES International. Meeting a key contact, the then-owner and CEO of KES International, marked a pivotal moment. “I started working for him,” Alexander states, a move that would eventually lead to the establishment of her own events business in 2012, ReEvention.
Manoeuvring Through the Challenges
Faye has faced her fair share of challenges head-on. “Learning how to expand the business and keeping up with social media,” she notes, were just the tip of the iceberg. The real test came with managing a growing team and mastering the art of time management—a skill that “spans across it all.”
Alexander’s business, which has grown organically since its inception in 2012, relied heavily on relationships and client return, rather than a competitive market driven by tenders. This approach, however, was put to the test during the COVID-19 pandemic, which hit the events industry hard. “We were shut down and told to retrain,” Alexander recalls, highlighting the sector’s struggle to bounce back.
The response from Alexander and her team was swift. They transitioned their events to virtual or hybrid platforms, creating a bespoke virtual platform during the pandemic tailored for their international conferences and event management. “We had clients who were live when the pandemic happened, so we had to quickly get them online,” she explains. This platform included meeting spaces with breakout rooms, resource libraries, and virtual exhibition spaces—all created in a virtual fashion.
Moreover, the cost of living crisis and energy crisis have led to a global increase in event and hospitality prices, necessitating a rise in their own pricing structures. “Certainly when events are hybrid and they offer a virtual and a live element, you can’t charge as much for the virtual element as you can live,” Alexander points out.
Brexit added another layer of complexity, with increased red tape affecting international shipping and logistics. “Flight and travel management is not as straightforward as it was before,” she states. Yet, despite these “challenging times,” Alexander remains undeterred.
Looking ahead, Alexander sees the hybrid model as an integral part of the events world. Their platforms cater to events of various sizes, including a recent one in Athens with 300 people live and 200 online, representing over 50 different countries. “Hybrid has become a big part of what we do now,” she affirms.
The Dual Pillars of KES International and ReEvention
KES International, a membership organisation with a rich 28-year history, was acquired in 2018 by Alexander and her husband. Serving over 10,000 academics globally, KES International manages a comprehensive suite of services from paper submissions and reviews to international conference portfolios and publications.
Alexander describes the essence of their conferences as opportunities for academics to “come together and network, present their findings, and disseminate their research amongst each other.”
ReEvention, on the other hand, has evolved into a dynamic events management agency, expanding its offerings post-pandemic to include global venue finding, team building away days, incentive travel, and exhibition stand builds. Faye highlights the shift towards immersive experiences, such as creating an operating theatre for a MedTech client, reflecting the changing landscape of the events industry where brand activation and bringing brands to life are becoming increasingly important.
The subjects at the heart of their events are high-level research-intensive topics like intelligent systems, computer science, AI, big data, and sustainability. Alexander underscores the importance of resilience and drive as key leadership traits, sharing anecdotes of overcoming challenges like severe weather at an event in Athens and adapting to cultural differences and dietary requirements during international gatherings.
With a focus on preparation, flexibility, and proactive planning, Alexander and her team are dedicated to delivering exceptional experiences, whether for a small meeting or a large global event. They nurture their young team members, providing them with invaluable global exposure and the skills to navigate the complexities of international event management.
Envisioning a Legacy of Enduring Impact and Providing Space for Academic Excellence
Faye has a clear sight of the legacy she aspires to leave. For KES International, Alexander aims to create a lasting platform that facilitates the continual professional development of academics. “The publication of their work, the dissemination of their research, the ability to network, the ability to publish will never end,” she asserts, showcasing the importance of these elements in the academic sphere.
Over the past 28 years, KES International has been instrumental in providing global academics with opportunities through its International Conference portfolio. Alexander’s ambition is for this legacy to thrive well into the future, ensuring that the platform remains a cornerstone for academic growth and collaboration.
ReEvention, Alexander’s events management agency, mirrors this commitment to longevity and evolution. Catering to a diverse clientele, from local UK businesses to global enterprises, ReEvention is dedicated to developing with the industry and adapting with the times, all whilst delivering excellency. “The hope is that many of our events will have a memorable and a long-lasting impact on the teams that were involved, the delegates that are involved, the attendees, and the managers that are involved in each one of our events,” concludes Alexander.
