When it comes to creating inclusive and accessible events, there’s one element that often makes all the difference; a well-organised crèche that enables parents to attend. Despite working with leading conferences for over 30 years, the benefits it can bring to delegates, organisers and the reputation of the event never ceases to amaze me.
Take the National Education Union for example, whom we have partnered with since 1992 helping to ensure their events are accessible to all members, including working parents.
On a yearly basis we work across anything up to 15 events with the NEU team. The smallest a chaperone service for one child and the largest NEU’s Annual Conference which was at Bournemouth International Centre last year and looked after 172 babies, toddlers, tweens and teens!
The crèche featured four separate areas, 56 Nipperbout staff, a multitude of age-appropriate activities, experiences and local outings and the support of a great conference team. The feedback from parents was fantastic, with many expressing happiness and relief at being able to fully participate, knowing their children were safe, entertained and happy nearby.
It was such a big endeavour that I found myself singing “One hundred and seventy-two children… what’s so fearful about that” regularly in the run-up to the conference, much to my team's amusement!
Katherine Griffin, Event Manager for the NEU gave us some insight into why the NEU always include childcare;
When a crèche isn’t provided, there are always delegates who are disgruntled and surprised they’ve been effectively excluded from attending. Providing a crèche widens the number of potential attendees and ensures the participation and views of a key section of society isn’t missing from an event.
The NEU is a union for education professionals and many of our members are parents. It is vital for the democracy of the union that they are involved in decisions that will affect them.
The NEU is not alone, we are increasingly finding professional conferences looking to ensure inclusivity are now making childcare standard. Last year we were in Liverpool for the Labour Party Conference, Cannes for Cannes Lion, Barcelona with ShopTalk Europe and also ESMO and London for ESC Conference to mention just a few. It seems a crèche is no longer a convenience but a necessity and part of the initial planning process.
For event organisers, including a crèche is more than just a thoughtful gesture - it’s a strategic decision that can add to the overall success of an event.
A crèche enables parents who might otherwise struggle with childcare, to attend multi-day events. Whether single working parents, parents who cannot afford childcare or even where both want to attend as often happens at the medical conferences we partner with, by offering childcare you will widens your audience and ensure working parents are not excluded.
Being family-friendly sends a strong message about your organisation’s values. Events that prioritise inclusivity are remembered for the right reasons, encouraging repeat attendance and positive word-of-mouth (and social media!), which as we know is the greatest form of marketing – especially in the conference world.
When parents know their children are nearby entertained and in good hands, they can give their full attention to the event. When their child can’t wait to get to crèche and has lots to tell at the end of the day, they’ll have peace of mind.
I rarely use the word never, but in this case I will! Never underestimate the influence of happy children. When children have a great time they talk about it. Creating a positive experience for the whole family can have a lasting impact on your event’s success. We have testimonial after testimonial from parents telling us their child can’t wait to come back – which means they’ll be booking for next year!
For many events a crèche is no longer just a convenience, it’s a vital part of creating an inclusive environment.
So, my question to you is: where does childcare come in the planning of your event? Is it part of the fabric or still just an add on if there is a call for the service?
If you’re planning an event, I encourage you to think about how a crèche could make it more accessible, diverse and successful. After all, inclusivity starts with making sure everyone has the opportunity to take part - even if only because their little ones are just next door
