By Joel Edmondson, VMA CEO
In the high-pressure, fast-paced world of venue management, where the stakes are high and events can be unpredictable, the concept of vulnerability in leadership isn’t always top of mind. Aren’t we here to just safely get the job done on time and on budget, regardless of our feelings?
Brené Brown, a research professor and bestselling author, is best known for her groundbreaking studies on vulnerability, empathy, and leadership, which offer fresh insights into how we can approach challenges and foster more connected, resilient teams. Her books and public lectures hold valuable lessons for professionals in the venue management industry.
While the venue management industry traditionally focuses on logistics, operations, and efficiency, integrating some of Brené Brown’s principles can transform how we approach leadership, team dynamics, and customer experience. Here’s how her work resonates with the world of managing large-scale venues and events.
- Vulnerability as a Strength in Leadership
Brené Brown’s core message is that vulnerability is not a weakness, but a form of strength. For venue managers, vulnerability might seem counterintuitive in an industry where control, precision, and confidence are often prized. However, embracing vulnerability means being open to uncertainty, being honest about challenges, and fostering genuine human connections — all crucial elements in leading effective teams and managing complex venues.
As much as we want to be in control of everything that is going on, the complexity of our venue’s relationship to the outside world means we are sometimes not, and it’s important to work positively with the vulnerability that such uncertainty generates. We have all had experiences of being in situations in which our control has been taken away from us. We can choose to resist that, and therefore resist the reality of the situation, or we can get over our egos and adapt to the reality.
When venue managers acknowledge the challenges their teams face, whether it’s an unexpectedly demanding hirer or unrealistic budget constraints, it allows them to build trust. Brown teaches that vulnerability fosters trust and connection, which are critical for team cohesion and performance. In a highly collaborative environment like venue management, where last-minute changes are the norm, this type of openness can strengthen communication and problem-solving capabilities.
- Building a Culture of Belonging
One of Brown’s most resonant ideas is the concept of belonging, which she differentiates from fitting in. In the competitive and often high-stress atmosphere of venue management, it can be easy for team members to feel isolated or underappreciated. Brown emphasises the importance of creating environments where individuals feel seen, heard, and valued for who they are — not just for their contributions to the bottom line.
Venue managers can create a culture of belonging by ensuring that all team members, from frontline staff to upper management, feel included in decision-making processes and are recognised for their hard work. This not only boosts morale but also leads to better performance, as employees who feel a sense of belonging are more likely to be engaged and go the extra mile during high-stakes events.
One thing I have observed in my brief time as VMA CEO is the strong sense of belonging our members have within the broader venue management industry. This bodes well for our future as a collaborative and inclusive industry.
- Courage Over Comfort
In her book Dare to Lead, Brown speaks about the importance of choosing courage over comfort, especially in leadership roles. This idea is critical in venue management, where leaders are constantly faced with tough decisions — from handling a difficult client situation to managing large teams during live events.
Courageous leadership means being willing to have difficult conversations, make unpopular decisions for the greater good, and advocate for necessary changes even when it’s uncomfortable. For example, pushing for greater inclusivity or sustainability in venues, even when it may not be the most cost-effective or popular move in the short term, requires the kind of leadership Brown advocates for. It’s about playing the long game and creating venues that reflect values like innovation, fairness, and community impact.
- Empathy as a Tool for Better Customer Experiences
Empathy is another cornerstone of Brené Brown’s work, and it’s also a key ingredient in creating exceptional customer experiences. In the venue management industry, where customer satisfaction can make or break the success of an event, the ability to understand and respond to the needs of diverse groups is essential.
Empathy involves putting yourself in the shoes of others — be it event attendees, clients, or team members. Venue managers can take a more empathetic approach by considering the emotional and psychological journey of attendees. Whether you’re managing a concert, corporate conference, or sports event, understanding your audience’s needs — from comfort and accessibility to creating a sense of excitement and community — will enhance the overall guest experience. Empathy also extends to staff, ensuring they feel supported and understood in their roles, which in turn impacts how they engage with customers.
- Resilience and Innovation Through Vulnerability
Venue management often involves dealing with the unexpected — last-minute cancellations, logistical challenges, or security issues. Brené Brown’s work teaches us that resilience is built through vulnerability. Instead of avoiding failure or pretending challenges don’t exist, Brown encourages leaders to lean into these difficulties and learn from them. This mindset shift is particularly relevant in venue management, where innovation is key to staying competitive.
For example, when a venue experiences setbacks, whether related to technology, safety, or customer satisfaction, approaching these problems with a mindset of learning and growth rather than defensiveness allows the entire team to find creative solutions. In a constantly evolving industry, embracing vulnerability can unlock new ways of thinking and foster a culture of continuous improvement.
- Daring Leadership: From Transactional to Transformational
Brown’s work also encourages leaders to shift from transactional leadership to transformational leadership. In venue management, where efficiency and precision are often the focus, it’s easy to fall into the trap of simply managing logistics and timelines. But transformational leadership — where leaders inspire and motivate their teams by aligning with a shared purpose — can lead to more meaningful work and greater long-term success.
For instance, venue managers can inspire their teams by connecting daily tasks to a bigger vision, such as making events more sustainable, creating inclusive spaces, or enhancing community engagement. By communicating a purpose that goes beyond the day-to-day operations, leaders can cultivate a team that’s more passionate, innovative, and resilient.
So, to sum up…
Brené Brown’s work offers profound insights for the venue management industry. By embracing vulnerability, building cultures of belonging, practicing empathy, and leading with courage, venue managers can create more connected teams, better customer experiences, and ultimately, more successful venues. The principles she outlines are not just relevant to personal growth but are essential to professional leadership, making them invaluable in an industry where every event is an opportunity to bring people together in meaningful ways.