The University of Westminster and Harrow School Enterprises have joined forces to develop a greater understanding of pop-up events in unique venues and determine the best target audiences in Harrow and the surrounding areas.

The main objectives are to identify key market segments within London and the local Harrow area who wish to attend pop-up style events, while also determining demographic budgets and idea generation to suit the historic institution of Harrow School.

The collaboration between the University of Westminster and the Harrow School Enterprises, which began in January 2016, focuses on students from the University’s Professional Practice module.

The aim of this partnership is to provide postgraduates studying Tourism Management MA and Events and Conference Management MA with the unique opportunity to work and gather results in a ‘live’ business case situation and report their findings back to the School.

Harrow School Enterprises Limited is the commercial arm of Harrow School. All income earned through the Sports Centre, Summer and Easter Schools, Shop, Filming and Events is invested back into the upkeep and improvements to the School and its offering.

Lauren Glynn, Commercial and Event Manager at Harrow School Enterprises, is an advocate of emerging talent, and appreciates the growth of the popup events market. Lauren said: “This collaboration offers the University of Westminster students the opportunity to immerse themselves in an actual business case, where opportunities are endless. The project will provide students with fantastic content for their professional experience portfolio. I am extremely excited to see what findings the students report back and how Harrow can use this research to strengthen its knowledge in public events at Harrow School.”

Clare Inkson, Leader of the Professional Practice module at the University of Westminster, said: "We are delighted that Harrow School Enterprises is collaborating with us on this module giving our students the chance to put theory into practice. Employability is a key element in the University of Westminster’s vision and we strive to prepare our students for the future of professional life through our practice-based courses and external partnerships, like with Harrow School Enterprises. We welcome the industry's commitment to the next generation of event professionals and its enthusiasm for working with us to co-create learning opportunities for our students."

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