Hayley Simpson has recently been appointed as Group Event Director at Nineteen Group, for the Emergency Services Show, which takes place September 16-17 at the NEC, Birmingham. She is also covering the International Security Expo and the International Cyber Expo under the same job title. In this exclusive interview, Simpson tells us how she is getting on in the new role, what she will bring from her 15 years’ experience at Oxford Global, and about her long-term vision for the upcoming Birmingham event.

Welcome to your new role! How are you finding the security industry so far?

Hayley Simpson: “It’s been a really exciting start.

“One of the things that’s struck me most is just how interconnected everything is. You might think of policing, fire and rescue, ambulance services, resilience, cyber security or critical infrastructure as separate sectors, but when you start speaking to people across the industry, you quickly realise they’re all working towards the same goal: keeping people safe and helping organisations respond effectively when it matters most.

“I’ve also been really impressed by how collaborative the community is. People genuinely want to share experiences, learn from one another and improve outcomes, and that’s something that comes through time and time again.

“Coming into a new sector is always a learning experience, and I’ve spent a lot of time listening. I’ve been meeting exhibitors, partners, emergency services, visitors and industry bodies to understand what matters most to them and where they see the biggest opportunities.

“What’s really exciting is the pace of change. Technology is evolving rapidly, operational challenges are becoming more complex, and resilience has never been more important. That creates a real opportunity for events like The Emergency Services Show and The Emergency Tech Show to bring the right people together, share practical learning and help organisations make informed decisions.

“So while I’m still early in the role, I’ve genuinely enjoyed getting to know the industry, and I’m looking forward to building on everything that’s already been achieved.”

You spent 15 years at Oxford Global. Can you tell me how you will use this experience to shape The Emergency Services Show?

HS: “Fifteen years gives you the opportunity to learn a huge amount about building communities around industries rather than simply organising events.

“One thing I’ve always believed is that a successful event starts with understanding its audience. What challenges are they facing? What conversations do they need to have? Who do they need to meet? If you get those things right, everything else follows.

“That’s an approach I’ll definitely be bringing into this role.

“Every industry is different, of course, so I’m not coming in with the mindset of changing things for the sake of it. The Emergency Services Show already has an incredibly strong reputation and a loyal community behind it.

“For me, it’s about respecting what’s made the show successful while looking at where we can continue to evolve.

“That might mean developing new content around emerging challenges, creating even more opportunities for collaboration, or making it easier for visitors to discover innovations that can genuinely improve operational response.

“I also think events have a responsibility to create value beyond the exhibition floor. The conversations shouldn’t just happen over two days and then stop. Whether that’s through content, networking or sharing best practice throughout the year, there’s an opportunity to support the community on an ongoing basis.

“And, of course, I’ll be drawing on lessons I’ve learned over the years around audience engagement, partnerships and delivering experiences that people genuinely want to come back to.”

What are your top priorities in the role, and for the show?

HS: “My first priority is really simple: listen.

“This is a well-established event with an incredibly knowledgeable community, so I want to understand what exhibitors, visitors, partners and emergency services themselves value most.

“Alongside that, I’m focused on making sure the show continues to reflect the challenges the sector is facing today.

“Technology is changing rapidly, operational resilience has become increasingly important, and organisations are being asked to do more with limited resources. The show should continue to be somewhere people can discover practical solutions rather than just hearing about future possibilities.

“Another priority is continuing to strengthen collaboration.

“Some of the most valuable conversations happen when people from different services, different disciplines and even different sectors come together. Whether it’s police learning from fire and rescue, resilience professionals sharing experiences with local authorities, or technology providers working directly with frontline users, those conversations often spark new ideas that wouldn’t happen elsewhere.

“Finally, I want every visitor to leave feeling their time was well spent.

“Whether they’ve found a new supplier, attended a session that changes how they approach a challenge, or simply had a conversation that gives them a different perspective, that’s what success looks like to me.

“Because ultimately, if we help people make better decisions and build stronger connections, that has a positive impact far beyond the event itself.”

What is your long-term vision for The Emergency Services Show?

HS: “The show already plays a hugely important role within the emergency services community, so my vision isn’t about reinventing it.

“It’s about helping it continue to grow in a way that stays relevant to the sector and delivers genuine value.

“I’d like it to remain the place where people come not only to see the latest products and technologies, but also to learn from real operational experience.

“The challenges facing emergency services are increasingly complex. Whether it’s climate resilience, cyber threats, digital transformation, changing public expectations or evolving operational demands, there’s a real need for organisations to learn from one another.

“I think the show can continue to be a catalyst for those conversations.

“I’d also like us to keep broadening the community. The lines between emergency services, resilience, critical infrastructure, technology and security continue to blur, and bringing those groups together creates opportunities for collaboration that ultimately benefit everyone.

“Looking further ahead, I’d love people to see The Emergency Services Show as much more than an annual event.”

“It’s a community.

“It’s somewhere people come to build relationships, exchange ideas and find practical solutions that help them do their jobs better.

“If, years from now, people still say it’s the place where the industry comes together to solve real challenges and learn from one another, I’d consider that a success.”

Find out more about the show on our events page, here, or the show website, here

Security on Screen is a media partner for a number of Nineteen Group events, including the Emergency Services Show, the International Security Expo and the International Cyber Expo. Look out on our feed for further exclusive content on these shows.

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