We’re thrilled to sit down with Katarina Railko, a seasoned hospitality expert with a deep background in travel and tourism. Katarina has honed her skills in creating memorable experiences and is a prominent voice in entertainment and events, particularly with her passion for expos and conferences. Today, she joins us to share her insights on the recent acquisition of The PA Club by Make Events, shedding light on the future of this vital network for senior PAs and EAs, and the exciting opportunities ahead for building community and fostering professional growth.
What inspired the vision behind acquiring The PA Club, and how does it connect with broader goals in the events industry?
I think the inspiration comes from a deep appreciation for the critical role that senior PAs and EAs play in the corporate world. The folks behind this acquisition saw a unique opportunity to elevate a network that’s already a cornerstone for these professionals. It’s about recognizing their contributions and providing a platform to amplify their impact. From an events industry perspective, this move aligns with a mission to create meaningful connections and deliver exceptional experiences—something that’s at the heart of what we do in hospitality and events. It’s a chance to blend expertise in corporate event planning with a community-focused network, creating something truly powerful.
How would you describe the journey of The PA Club from its early days to becoming an international network?
The PA Club started as a small initiative in Canary Wharf, really focusing on support staff in that hub. Over the years, it grew alongside London’s transformation, expanding into other major UK cities and eventually reaching an international audience. It’s been remarkable to see how it evolved into a global network while staying true to its mission of championing PAs and EAs. Its significance lies in creating a space where these professionals can connect, share best practices, and feel valued for the often behind-the-scenes work they do. That journey reflects a real need in the industry for community and recognition.
What does building real relationships and genuine connections mean to you in the context of this network?
To me, it’s all about creating a space where people feel seen and heard. For PAs and EAs, their roles can sometimes be isolating despite being so central to business operations. Building relationships means fostering trust and camaraderie through events and interactions that go beyond surface-level networking. It’s about curating moments—whether at a conference or a casual meet-up—where members can exchange ideas, solve problems together, and form bonds that last. I believe the plan is to prioritize events and initiatives that encourage authentic dialogue and collaboration.
How do you see The PA Club’s strong London roots contributing to growth in the city for an events agency?
London is such a dynamic hub for business and events, and The PA Club’s heritage there is a fantastic foundation. It offers a built-in network of professionals who are already connected to the city’s corporate landscape. This can open doors for expanding an events agency’s presence by tapping into local partnerships, venues, and opportunities for bespoke gatherings. I think it positions the agency to host more tailored events in London, leveraging the club’s reputation to attract high-caliber members and clients while strengthening their footprint in the capital.
Can you tell us about the insights gained from the recent member survey and how they’re influencing the club’s direction?
The member survey was a crucial step in understanding what today’s PAs and EAs really need. From what I’ve gathered, it highlighted a desire for more practical resources, enhanced networking opportunities, and events that address current challenges in their roles. These insights are shaping a refreshed approach, focusing on delivering value through targeted programming and tools that directly support their day-to-day work. It’s about evolving the club to meet modern demands while maintaining the core sense of community that’s always been its strength.
With a full rebrand on the horizon, what can members look forward to in terms of the club’s new identity?
The rebrand is set to bring a fresh visual identity and a revamped website, which I think will make the club feel more contemporary and accessible. Members can expect a look that reflects the energy and vision of this new chapter—something polished yet approachable. More importantly, the rebrand will likely mirror an updated mission to empower PAs and EAs with innovative resources and a stronger online presence. It’s about signaling that the club is evolving to meet their needs in today’s fast-paced corporate environment.
What’s in store for members when it comes to upcoming events and exhibitions?
There’s a lot of excitement around a dynamic lineup of events, both in London and beyond. I anticipate a mix of high-impact gatherings—think workshops, networking sessions, and exhibitions—that cater to the diverse needs of the community. These events will likely focus on showcasing trends, sharing expertise, and connecting members with top-tier venues and services across the UK. The goal is to offer experiences that are both inspiring and practical, setting them apart from past events by incorporating more interactive and tailored elements.
Can you elaborate on the idea of a trusted supplier directory and its benefits for PAs and EAs?
The supplier directory is such a smart move. It’s essentially a curated list of reliable vendors and services—think venues, caterers, tech solutions—that PAs and EAs can turn to for their planning needs. The benefit is huge because it saves time and reduces stress. Instead of scouring the internet or relying on word-of-mouth, members will have access to a vetted network of providers they can trust. It’s all about making their jobs easier and ensuring they can deliver top-notch results for their executives without the guesswork.
How do you think expertise in corporate events will enhance the experience for The PA Club members?
Bringing in deep expertise from the corporate events space is a game-changer. It means members will have access to insider knowledge on everything from venue selection to logistics for meetings, off-sites, and away days. This can translate into better-curated events for the club itself, as well as practical advice and resources for members planning their own corporate gatherings. It’s about elevating the quality of support and experiences offered, ensuring that every interaction or event feels world-class and tailored to their unique needs.
What advice do you have for our readers who are looking to build or join a professional community like The PA Club?
My advice is to dive in with an open mind and a willingness to connect. Communities like this thrive on active participation, so attend events, engage in discussions, and don’t hesitate to share your own insights or challenges. Look for networks that align with your professional goals and values, and prioritize those that foster genuine relationships over transactional interactions. Building a support system of peers can be incredibly rewarding—it’s not just about what you gain, but also what you contribute. Take that first step, and you’ll find the value multiplies over time.
