We’re thrilled to introduce Sam, our new Sales Executive.
We sat down to learn more about him and why he wants to contribute to the arts and culture sector.
Hi Sam. Can you tell us a little bit about yourself and what you did before joining CultureSuite?
Sure! I’m originally from the UK but moved to Rotterdam after losing my job in Placemaking due to Covid. It was a mixture of Brexit finally kicking in, a need for dopamine-driven change, and a lovely year spent in the Netherlands during my studies.
I then continued my experience in event management and production for a vibrant cultural hub in Rotterdam, blending community engagement, nightlife, and food. Despite the challenges of constant lockdowns, we tried and tested adapting live events to the ever-changing social regulations, but eventually, like many, we had to close.
Shortly after, I took on a role leading digital transformation in the logistics industry, which was an industry that was hesitant to change. This was a real shift—convincing warehouse managers and drivers to ditch pen and paper for digital tools. It was fascinating, especially seeing how some industries refused to change something that's been done the same way for years! But let’s just say, the logistics industry, well, it isn't exactly full of disco balls and curtain pulls, is it? Ultimately, I realised I loved driving change, especially if it's considered disruptive.
It was fascinating to hear repetitive pain points from global companies, yet see how hesitant they were to break traditional approaches. But of course, my passion for arts and culture always called me back.
What enticed you to join CultureSuite?
If we leave aside the obvious fact that CultureSuite distinctly serves arts and culture venues, the two agencies (After Digital and Peppered) who formed to create CultureSuite once offered the traditional approach to web design—an approach that they have now come together to disrupt. It’s a simple but powerful shift, and to me, that’s bloody cool!
After coming across CultureSuite, I did a healthy bit of stalking–I loved reading the stories, I loved the fact their presence within culture is way more than offering a simple service–it's a platform for community sharing and innovation. I just had to get involved, I had to be on the fringe of disco balls and curtain pulls once again, and talk with like-minded peers in an industry I hold close to my heart.
It’s a bittersweet, exciting time to join too. Although we now have over 100 cultural organisations contributing to the platform, there’s still a large portion of the industry who are unaware there’s a different approach out there.
What’s your earliest experience of arts and culture? And how did it influence who you are today?
I grew up in a household of passionate thespians and hooligans, where culture was always celebrated—whether through musical theatre performances my siblings directed for my grandparents or the energy of being in a stadium every weekend supporting Birmingham City (less celebration there…)
Culture, in its simplest form, was central to my life. It's a way to connect with others, share something meaningful, and have fun. I was hooked on live experiences from a young age, drawn to the idea of like-minded people coming together for a shared identity.
As I got older, and with YouTube at my fingertips, my curiosity deepened—discovering music beyond the charts, diving into the deep sounds of Detroit or northern soul, and uncovering the stories behind them. I often felt frustrated when others didn’t see the magic I saw, or the excitement I experienced, which sparked my desire to create experiences that evoked the same emotions I had.
This curiosity led me to study Arts Management, initially to put on live events, but I quickly realised culture was more than entertainment—it’s a force for regeneration, social change, community connection and a basic human right. On top of that, there’s so much to juggle, and many hurdles to overcome to ensure art reaches communities. It was a real eye-opener navigating cultural policies, funding and engagement strategies to ensure everyone is represented.
This naturally steered me towards placemaking, where I’ve focused on bridging the gap between communities and culture. I’ve always loved creating opportunities for people to connect, share, and celebrate their identities through the arts, just as I’ve experienced throughout my life.
How would you like to help the sector in your new role?
In the past, I admit I often overlooked the digital needs of the cultural sector, which is ironic considering that many of my own cultural interests were first sparked online. But my perspective shifted, especially during Covid, I saw firsthand how powerful digital storytelling is in keeping culture alive and connected with communities.
A website is your digital home, a basic gateway for audiences, and a platform to meet their needs. But due to the nature of our industry, websites can be complex and need regular maintenance. But that doesn’t mean you should depend on expensive, one-off updates or support to keep up with your changing needs. The traditional approach of constantly rebuilding and letting things fall apart just isn’t sustainable for our sector. Especially when cultural organisations are expected to maintain their website in an uncertain economy.
So I guess my goal remains to bridge the gap between communities and culture, but my focus has shifted. Our sector is built on knowledge-sharing and community, and I want to welcome organisations to an approach that matches that, so they can focus their budgets on audiences and have basic creative freedom.
What do you enjoy doing outside of your role at CultureSuite?
YouTube is still at my fingertips, so I am still digitally digging for new sounds when I get a few minutes! But alongside this, I have a massive love of food and travel—travelling for food especially. And my YouTube discoveries have definitely provided a good soundtrack for this. I’m always trying out new dishes, and hosting anything from dumpling evenings to traditional English cuisine nights for my Dutch friends (proudly shifting a few prejudices there).
I also really love the simplicity of a little walk, and letting my imagination run – both in urban environments and quiet nature. You bump into such simple beauty and humour, especially watching how we interact with one another.
And of course, my time off and leisure is still well spent discovering the different cultural offerings cities have on offer.
What is the most interesting (be that cool, random or otherwise!) thing that’s ever happened to you?
I wouldn't say ‘most’ interesting as I’m not done here just yet but it's definitely one for the memory box.
Last year, I was visiting Tokyo during my birthday and decided to do a little vinyl digging. I was mostly looking for cheap, obscure souvenirs to bring home. But I came across this amazing ska track (didn't take a photo of it and couldn't find it on YouTube).
Well, later that evening, we had a spot booked at a listening bar we went to a few days prior. The owner has been collecting vinyl since he was a teenager. You can put in requests and he will search to see if he has it (but usually knows on the spot). As I walked in, a bar full of random people proceeded to throw confetti everywhere and shout ‘Surprise!’, followed by the blasting of a Japanese birthday song. All unbeknown to my partner who I was travelling with at the time too! So we were off to a good start, to say the least!
As we have just been vinyl shopping, I thought I’d give my new find to him to play, rather than write down the request on paper. Long story short, there was a rather large misunderstanding and the owner proceeded to bow and thank me for my gift. I stood there with an awkward grin, whilst my partner was wetting herself and reminding me there's good karma awaiting.
As the night went on, and I accepted my fate, one of my favourite songs was playing: 'Reasons to be Cheerful, Part 3' by Ian Dury. I quietly fell in love with the Japanese cover, taking photos of it to send to my friends back home and wishing I had it.
After multiple cocktails and what ended up as a birthday lock-in, the night came to an end with us sharing hugs and taking photos before our goodbyes, and that little Ska vinyl was long forgotten. Before I opened the door to leave, that good karma tapped me on the shoulder, bowed and handed me that very Ian Dury vinyl! It turns out good karma comes in the form of a Japanese music connoisseur who loves whiskey!
Definitely the best birthday to date and a beautiful interaction to say the least.
Interested in joining the CultureSuite team? Check our careers page to see what openings we currently have.
