Our Judges
We have developed our judging over 18 years and our judges, all top business people within their chosen arena, have cited our awards as both the most transparent and professionally executed. Each application is scored by up to 4 different judges from a panel of up to 30 judges, all applications are seen by different members of the judging panel. The judges spend several hours and score not only their own sponsored category but several others too, this ensures fairness. The first page of questions is designed to give the judges a real feel for your business, followed by several questions that are scored from 1 to 7. It is worth noting that although all judging is computer based, please ensure you upload images or screen shots of all important pages. There are no site visits or presentations involved. The finalists are chosen by adding all the scores and up to 16 entrants can make it through to the final, however if scoring is low, less entrants make it through.
Antonio Falco
The Sales Director
Antonio has been in sales for over 35 years both in the corporate world and as a consultant helping businesses and sales teams to maximise their potential and deliver sales.
With a proven track record The Sales Director can turn your business around and as Antonio says ‘This is no time for amateurs’.
Chris Davies
Director | Snowdonia Hub
Chris and the expert team at Snowdonia Hub bring decades of senior-level experience from some of the world’s leading blue-chip IT companies, including IBM, Toshiba, Sony, and D-Link—where he consistently delivered above-target growth in competitive, high-pressure markets. During his corporate career, Chris received world-class training in leadership and team development, which he used to drive consistent high performance across his teams.
Drawing on over 40 years in results-driven environments, he now coaches business leaders and sales teams to achieve measurable improvements in both performance and self-belief. His down-to-earth methodology—rooted in honesty, accountability and a touch of fun—empowers individuals, teams and executives to uncover opportunities, break old patterns and produce lasting outcomes. In a world overloaded with rigid systems and amateur psychology, Chris’s real-world experience has transformed hundreds of careers and company results.
“Having run businesses myself, I know first-hand how tough it is—not just to survive but to excel and outperform expectations. That’s why I’m both pleased and proud to serve as a judge for these prestigious awards, recognising the grit, creativity and excellence shown by UK BIDs.
Claire Drakeley
Senior Academic Leader | University Of Northampton
Claire Drakeley is a senior academic leader and events industry specialist with experience across major cultural institutions, professional sport, and large-scale public and place-based events. Her work focuses on risk management, decision-making, event strategy, and sustainable practice, with a strong emphasis on translating theory into professional delivery.
Claire is Course Leader for BA (Hons) Events Management and BA (Hons) Hospitality Management at the University of Northampton, and Deputy Head of School for Marketing and Hospitality Management. Previously, she held senior roles in the cultural and events sectors, including Head of Enterprises & Events at English National Ballet, delivering high-profile events, Royal visits, and fundraising galas. She also founded Mackerel Sky Events, leading complex projects such as Agile on the Beach, BBC Blast, and Bloodhound SSC, and working extensively with UK Business Improvement Districts.
Alongside academia, Claire consults widely through MonkeyWeasel, is Co-Director of 80% Awesome, and works with MUTI Live on AI-driven event simulation. She is Chair of the AEME Research SIG, a mentor with NOWIE, a regular industry columnist, and a doctoral researcher examining decision-making in live events.
Claire Leer
Senior Lecturer in Events, Tourism & Hospitality Management | University Of Northampton
Claire Leer is a Senior Lecturer in Events, Tourism & Hospitality Management at the University of Northampton, combining 16 years of academic expertise with 14 years of corporate experience. Before entering academia, Claire held senior roles in strategy, sales operations, and event management for global brands, most notably Avon Cosmetics. In these positions, she successfully managed national and international conferences, incentive travel programs, and large-scale product launches, giving her deep insight into the operational and strategic demands of the events industry.
Her corporate background informs her teaching across events management, tourism, marketing and business studies. Claire has led undergraduate programmes, served as Deputy Subject Leader, and contributed significantly to curriculum development, ensuring students gain real world, industry relevant skills.
An active researcher, Claire explores group work, online peer assessment, LGBTQ+ events, and authentic digital assessment in events management education. Her work has been published in leading journals and presented at academic conferences.
Passionate about student success, Claire leverages her extensive industry experience to bridge the gap between theory and practice, preparing graduates for impactful careers and fostering collaboration with industry partners.
Helen Burridge
Manager | Hertfordshire Climate Change and Sustainability Partnership (HCCSP)
Helen Burridge is the Manager for the Hertfordshire Climate Change and Sustainability Partnership (HCCSP), which brings together local authorities across the county to collaborate on environmental and climate priorities. With a career spanning the arts, community engagement, place management, and sustainability, Helen brings a cross-sector perspective to building partnerships for local, regional and national climate action. She holds a Master’s in Cultural Policy and a diploma from the University of Cambridge Institute for Sustainability Leadership.
Sarah Ainslie
Director | Network Engineering Services
Sarah is an experienced director and business development consultant with a proven track record of delivering impactful results. With over two decades of experience, she is passionate about collaborating with both private and public sector clients to help them achieve their strategic goals. Sarah brings expertise in driving success through innovation, partnerships and tailored solutions.
She is committed to enterprise and skills development and excels at building productive relationships across political, business and community spheres. Her work consistently empowers organisations and individuals to grow and thrive.
Sarah is delighted to serve on the BIDs Awards judging panel, where she looks forward to recognising and celebrating the vision, innovation and impact of BIDs across the UK
