Ythan Sale - Events Manager, Durham Cricket
Could you describe your current role?
As the Events Manager at Durham Cricket, I oversee a diverse array of functions including cricket hospitality, meetings, parties, christenings, and celebrations of life. Mine is a pivotal function between the clients and the operational running of the business. As part of this I plan, document and execute numerous details of all events at Seat Unique Riverside. I’m always prepared to go above and beyond the role to ensure the success of the events, both internally and externally. Finally, I am deeply involved in the branding, advertising, and marketing of these events, working closely with various agencies. My long tenure has enabled me to contribute significantly to staff well-being and social activities through initiatives like the One Durham Staff Group.
What inspired your career path growing up?
Growing up, my career ambitions were quite fluidI initially aspired to teach before gravitating towards graphic design. My creative spark has always been integral to my professional identity, which has been invaluable in my roles involving marketing and design. Much of the distinctive look you see in our events business marketing is a direct result of my efforts.
What is your proudest business achievement?
I consider my selection as the ‘Durham Cricket Person of the Year’ at last year’s annual awards dinner to be a standout achievement in my career. This peer-voted honour recognised my contributions towards the organisation’s success, offering substantial satisfaction through the esteem of my colleagues. Moreover, my involvement in developing community-based projects and festivals has been immensely rewarding. These initiatives have not only enriched the local area but have also established my reputation as a leading figure among community organisations and governing bodies.
How has your industry evolved over the past decade?
The events industry faced significant challenges, especially with the shift to remote work during the pandemic, which impacted face-to-face interactions and large-scale events. However, personal relationships have become increasingly central to business dealings. The industry is now moving away from cold calling towards nurturing connections that often evolve into friendships.
What projects are you currently excited about?
I’m currently leading several exciting projects, including our first-ever fireworks and laser display in collaboration with Chester-le-Street CC, set for November 2nd. Additionally, we’re organising the third annual Chester-le-EATS, a food, drink, and music festival anticipated to expand significantly this year with more vendors and activities designed for family enjoyment.
Can you tell us about your team?
I work closely with Jo Morris, our Events Coordinator, whose support is indispensable to our success. We maintain a wonderful working dynamic, filled with laughter and creativity. Alongside Jo, I collaborate closely with our Venue Director, Rob Warren, where we often brainstorm bold and innovative ideas. Finally I work closely with the entire Operations Team who deliver all our daily business and wider scale events.
What’s the best piece of business advice you’ve received?
One of the best pieces of advice I’ve received is, “It’s better to seek forgiveness than ask permission.” This has encouraged me to take bold steps and innovative actions in my career.
What has been your biggest challenge?
This year, I faced a tremendous personal and charitable challenge by participating in the Yorkshire 3 Peaks walk. Despite severe weather conditions that threatened to halt our journey, our team persevered and successfully raised £2,152 for St Cuthbert’s hospice.
How do you unwind outside work?
Outside of work, I’m an adrenaline junkie who loves socialising, dining out, and traveling the world to ride the most exhilarating roller coasters. My friends and family can attest to my vibrant social life and adventurous spirit.
www.durhamcricket.co.uk