Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Choosing a venue for a major corporate event can feel like the single most important decision an event planner has to make. Brand USA is a destination marketing organization that has hosted its annual Travel Week U.K. and Europe conference at etc.venues County Hall in London since 2019, which brings together exhibitors, media, strategists, and industry leaders from 20 countries. 

Located on London's Southbank, County Hall is a bustling hub, housing hotels, an aquarium, a playhouse, and art exhibitions, all inside a restored landmark once serving as the city government's headquarters. This grand Edwardian Baroque-style building overlooks the Thames, offering clear views of The Houses of Parliament and Big Ben, and is adjacent to the London Eye observation wheel. Inside, etc.venues County Hall occupies 68,000 square feet (6,317 square meters) across two floors, featuring 30 mixed-use meeting rooms, including four commercial kitchens for communal dining or private culinary events, with the capacity to accommodate up to 400 guests.

The real measure of a conference venue isn't just the view, but the service, the logistics, and the seamless execution on the day. Knowing they are the destination experts, we consulted Brand USA Director of Events Alexis Adelson and MMGY Event Manager Natasha Rowe about their experiences this year at the Brand USA Travel Week U.K. and Europe conference. MMGY Global, a UK-based integrated marketing company specializing in the travel, tourism, and hospitality industry, served as the third-party agency supporting the planning process for the Brand USA Travel Week event.

We invite you to read our clients' candid behind-the-scenes account regarding their collaboration with the etc.venues team and understand why this event has returned to our London property for the past six years.

How clients prepare for a conference at etc.venues County Hall in London

Tell us a bit about your event: What is the event title, industry focus, event numbers, and objectives?

Rowe: Brand USA Travel Week U.K. & Europe focuses on bringing together key players in the travel industry to drive visitation to the United States. The event sees U.S. exhibitors (destinations, attractions, ticket suppliers, etc.) and U.K. and European buyers (tour operators) and media, meeting for a week of B2B meetings, networking, and educational sessions. Our guests also include speakers, sponsors, and other key individuals in the industry, amounting to approximately 950-plus attendees across the week.

Why did you choose etc.venues County Hall again for your event venue, and were there any specific aspects of our venue or services that made you choose us over others?

Rowe: We have had a series of absolutely wonderful event managers, and particularly working with Gemma Robbins [senior taskforce event planning manager at etc.venues County Hall] has been a dream. The staff always ensures the event runs seamlessly and thinks of solutions before we’ve even identified the issue, so that on the day, everything runs smoothly. The food is also impeccable!

Adelson: Loved the venue and the ability to sign a multi-year contract.

Ideal for a variety of gatherings, including investor conferences, roadshows, stakeholder events, government summits, and team-building events, etc.venues County Hall provides in-house communal catering-of-the-day as well as private dining options, in-room plug-and-play technology, and shared hospitality resources. Interested in exploring the London-based venue?

How did the etc.venues County Hall amenities, layout, and decor complement your event's theme or purpose?

Rowe: The venue is perfect for branding and making the space your own. There are plenty of bathrooms, and the digital signage outside each room is ideal. The decor is classy and simple to ensure it matches with any event and also promotes cohesiveness throughout the venue — plenty of furniture, e.g,. matching trestle tables for our B2B meetings.

Adelson: Generally, the décor added to the elevated, bespoke element of the event; plentiful coffee stations (which ALWAYS get rave reviews from attendees) and restroom locations are appreciated; plenty of spaces to spread out and meet our needs. For the B2B component, having to activate so many different rooms was challenging for the meetings element of the event, but overall, loved the space. Wish there were more large spaces like the Waterloo Suite.

Did you have any specific requirements or a vision for your event?

Rowe: The ability to brand the space and make it our own.

Adelson: The vision was to provide a tailored, comfortable, elevated event experience to event attendees, which etc.venues County Hall and the team provide.

How was your experience with our on-site services, such as in-house catering, audiovisual (AV) equipment, or other vendors?

Rowe: Yes, we used the in-house catering, AV, and branding team. This was great for ensuring easy communication amongst all aspects of the event. The food was delicious and has been positively commented on by guests every year. Amir and the AV team are so lovely and easy to work with, and quick to respond to last-minute changes. This was the first time using the on-site branding team, which worked brilliantly in terms of accurate measurements, speedy application, and the correct materials being used that didn’t peel off the walls, but also didn’t mark the venue.

How would you describe your experience working with the etc.venues event planning and sales team?

Rowe: A true delight. The team has always been so helpful and professional. We have really created a good bond with everyone over the years, and that has also helped with our event, as they know how everything works now and bring suggestions for logistical improvements for the next year.

Adelson: Very positive! The whole team has been a pleasure to work with, and it helps having developed some relationships over the years. Gemma Robbins [taskforce senior EPM at etc.venues], Amar Sira [technology manager at etc.venues County Hall] and Maria Griffiths [area general manager for etc.venues] were excellent!

What it's like to host an event with etc.venues County Hall

What was the overall atmosphere of your event? 

Rowe: Buzzing, refined, relaxed, and celebratory.

Adelson: Energetic, focused, business and networking-oriented.

How did the etc.venues staff contribute to the smooth running of the event?

Rowe: Having such good knowledge of the event and also being ready to solve any issues that arose, and adapting to any timing changes on the day. They had great communication with us and with each other.

Adelson: The team was great at planning for eventualities to ensure a smooth on-site event experience. They were well-prepared, checked in regularly, were available and responsive; they ensured a smooth experience for all attendees.

Takeaways from hosting a conference with etc.venues County Hall

Left to right: Individual panels on the walls are part of the historic architecture of etc.venues County Hall; Delegates gather in the County Suite with a capacity of up to 400.

What was the most memorable part of your event at etc.venues County Hall?

Rowe: The great staff!

Adelson: Seeing it all come together and having the branding be successful. This was our first time using a new branding vendor and using etc.venues' in-house team.

The client used to have an old branding vendor and each time there were issues, like the artwork would peel off the wall or the measurements were not accurate. This year through myself and our tech manager we completed all the branding, remeasuring the venue ourselves to ensure each piece would be accurate to its location and oversaw the installation process. Our enhancement program allows clients to streamline the process of sourcing branded solutions, and we make partner with the experts to ensure a positive experience.

— Gemma Robbins, taskforce senior EPM at etc.venues.

---

Would you recommend etc.venues County Hall to others? If so, what kind of events would you recommend us for?

Rowe: Yes, definitely, and we have done in the past. The variation of rooms and sizes makes it a great space for smaller events, but also bigger events with breakout rooms or plenary sessions in the larger spaces.

Adelson: Yes, for business-focused events in particular.

—

etc.venues is a partner from planning to delivery

Every successful event begins long before the first delegate arrives. At etc.venues County Hall, dedicated event specialists work as an extension of your team, advising on room configurations, production design, and catering choices to ensure every element supports your objectives. From the first enquiry to post-event follow-up, meeting and event planners benefit from a single, responsive point of contact. Our attentive front-of-house staff, meanwhile, will ensure your delegates are looked after from arrival to departure.

This collaborative approach reflects etc.venues’ wider philosophy: precision in planning, flexibility in delivery, and the confidence that every detail is managed with care.

Reach out to our team to learn how to host your own destination event in London at etc.venues County Hall.