AWS London Summit

Project Background

AWS Global Summits are free, large-scale tech events that bring the cloud computing community together to connect, collaborate, and learn about Amazon Web Services (AWS).

In 2019, 40 summits were held in major cities around the world, attracting technologists from all industries, segments, and learning levels who wanted to find out how AWS could help them innovate with speed and deliver services with scale, flexibility, and reliability. 

We have worked with AWS to run the London Summits since 2015, and they’ve been steadily growing in popularity: 3000 attendees in 2015, 5,500 in 2017, and 12000+ in 2019. 

Sleek supports AWS events in EMEA and has been contracted to support AWS Summit London (2015 – 2020), AWS Summit Stockholm with 4,000+ attendees (2018 - 2020) and AWS Summit Amsterdam with over 5,000 attendees (2018 - 2020).

The Sleek Approach

The opportunity to work with such a leading brand in tech is rewarding and exciting, but challenging too. The sheer scale of these events – 12,000+ delegates – means meticulous planning and no small amount of pressure.

With speakers, breakout sessions, networking, demos, workshops, even team challenges, there’s a lot going on. 

Local cultural differences mean that every event is unique, while the ever-growing sponsor list means creativity and exceptional organisation are essential to make sure everyone’s expectations are exceeded. For example, the agenda is jam-packed and the main event is the keynote in the morning – which means everyone turns up at once. Successfully processing around 12,000 through a registration system is the first hurdle of the day, but one we’ve always managed with smiles. 

By researching and refining crowd management, registration flow, movement between sessions, lunch and sponsors, everyone enjoys a smoother day. But rest assured, there’s a process to everything – and we always have a plan B. Other key points we always consider include: 

• Customer-centric experience – the aim of the event is for attendees to connect, collaborate, and learn about the technology, so it’s essential the day runs seamlessly.

• Fantastic food –  we provide healthy snacks and refreshments to keep around 12,000 delegates energised, throughout the day.

• Great meeting spaces  – we work with AWS & their partners to make their demo areas and custom booths more interactive. It’s about bringing visions to life, on-brand and within budget. 

• Local preferences – for example, unisex bathrooms are acceptable in Sweden, but a no-go in London.

• Sustainability - We work with venues on sustainability, but also with all of our suppliers, to develop sustainable best practices and methods. 

Acting as an extension of the AWS team, we also work closely with sponsors from the moment they sign up and have a dedicated digital platform to help. Our eye for detail is always noted. When we work with stand suppliers check artwork files, gather quotes and negotiate costs. In 2019, we found 15 errors on artwork pre-event and found another 10 during the build –  saving the blushes and reputations of many sponsors!

The Results

For us, the success of AWS comes down to exceeding clients expectations by enhancing sponsor experience as well as the experiences of delegates.

And the continuing growth of both individual summits and our responsibility for running them speaks volumes for this approach. 

Our first Summit and expo in 2015 had 33 sponsors and around 3,000 attendees – the most recent had 99 and around 12,000 attendees. 

The success wasn’t just counted in sponsor and delegate numbers. There’s the creativity and scale of the spaces too. Last year we created 99 sponsor stands and 10 custom-built stands - many others have tripled in size and creativity as the demand for learning and connecting increases. It often happens when our creative team helps to turn a basic brief into an exciting vision.

“We always expect the unexpected – and we always have a Plan B. We don’t rest on our laurels though. We always come in under budget and negotiate every year. Due to our long-lasting relationships with suppliers, we get loyalty discounts, which we pass on as great value.

The retention and growth of the AWS Summits is a testament to the great job my team does – I’m really proud that we now manage other regions to a standard that surpasses that first successful event.”

- Jennifer Davidson, Founder & MD of Sleek