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Sequoia Partnership formed by ex-Barbican colleagues

Anthony Hyde and Samme Allen, Sequoia Partnership
Services for multi-faceted venues
Anthony Hyde and Samme Allen used to work alongside each other in the marketing team at The Barbican, London. Over several years they learnt every aspect of the management of sales for a multi-space, all embracing special venue.
They left and went their separate ways, using their expertise to the benefit of other multi-faceted venues, such as Twickenham Stadium and event agencies.


Now, they are back together as a team, having formed the Sequoia Partnership. Well, not exactly back together, because Anthony is based in Manchester and Samme works out of London.

‘Having two locations in this way’, comments Samme, ‘works very well, especially for our clients, as we can ensure that we scour the whole of the UK for market opportunities.’

Who are ’the clients’?
The Sequoia Partnership is designed to assist, advise and give practical hands-on help to venues that cater for a wide range of different types of events, but where MICE is not necessarily the core activity of the venue.

Typical examples are their new clients Arsenal’s Emirates football stadium in London and Bath Racecourse in North Somerset. Obviously these venues are highly geared to manage their sporting events, but Sequoia Partnership is adding its knowhow so that the venues can build up more corporate events business.

Sequoia Partnership is also ready to work on the UK market for foreign venues.

The word ‘Partnership’ has a real meaning in the new organisation, because it is not only a partnership between its two founders, but also between them and their clients.

‘We assist in scrutinising the venues and their services and in improving their star ratings. We are aiming at sustainable business for the venues’, explains Samme. ‘A big part of our contribution is training for their own staff, so that they can continue to grow their understanding of MICE events and the MICE business’.

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