Each week, we spotlight a StandOut individual who has made an extraordinary impact within the events industry. This week, we’re featuring Lucy Dixon, founder of House of Lemon.

When did you realise that events were “your thing” and the career for you?

I don’t think there was one single moment. I grew up around hospitality as my mum and uncles owned and ran hotels, so bringing people together always felt natural. I was obsessed with live music from my early teens and was always at gigs. At school I managed to turn a Young Enterprise assignment into a party planning company. The penny really dropped in my early twenties when I ended up booking artists for London venues. I became fascinated by what happens when a room shifts from watching to feeling. Seeing how live music could transform an atmosphere and create a shared experience made me realise that live events were where I wanted to be.

Looking back over your career, what’s been your career highlight and the biggest lesson you have learned?

There have been lots of highlights, from working with artists such as Ed Sheeran and Paolo Nutini before they became household names, to curating festival stages around the globe and, more recently, building House of Lemon into a business that delivers experiences for incredible private and corporate clients across the UK and Europe.

But if I’m honest, some of the biggest highlights have been the people I’ve met along the way. Working with exceptional talent, travelling to places I might never otherwise have seen and sharing in so many meaningful moments with clients has been a privilege. One thing that never gets old is watching people’s faces change and seeing emotion in those moments when everything comes together. That’s still the magic for me.

The biggest lesson I’ve learned is that success is rarely about one big break. It’s about relationships, consistency, and showing up well for people. Opportunities come and go, but reputation, trust and genuine connection are what endure.

What are you working on at the moment?

There’s always plenty going on! Alongside House of Lemon, I’m currently close to launching a new physical product and working towards introducing a few exciting new live bands and concepts to our portfolio.

I’m also continuing my research into the experience economy, speaking and writing about the growing value of experiences and human connection, and exploring how these ideas apply across different industries.

Most recently, I’ve started lecturing at the University of Westminster, which has been a real joy. Having spent more than 16 years in the industry, it’s incredibly rewarding to share some of that experience with the next generation of event professionals. If I can pass on even a little of the enthusiasm and curiosity that this industry has given me, I’ll be very happy.

What trends in the events world are you most excited by right now?

I’m most excited by the move towards more meaningful experiences. After years of bigger and louder, people are increasingly seeking connection, authenticity and moments that genuinely mean something.

I’m also fascinated by the cultural moment live experiences are having right now. In a world where so much of life happens through screens, gathering together has become more valuable than ever. We’re seeing a greater focus on personalisation, multi-sensory design and creating environments that people remember not because they were extravagant, but because of how they made them feel.

What’s your go-to “event day survival kit”?

First of all – coffee (double espresso or an oat cappuccino if you’re asking). And then a fully charged battery pack, snacks, water, a positive mindset and a sense of humour. No event has ever been improved by a dead phone, a hungry supplier, or someone taking themselves too seriously.

When you’re on-site and someone wants a favour, what will win you over?

Being kind and understanding that everyone is working towards the same outcome. Events are collaborative by nature, and a smile and good attitude go a long way. If someone approaches with a genuine problem and a positive attitude, I’ll always do what I can to help. Genuine appreciation and treating everyone with respect, from the musicians to the catering team, will always win me over. And if you arrive with a coffee in hand, I certainly won’t complain!

Do you have any on-site bugbears? 

Frustratingly, I think good hospitality is becoming harder to find. The basics matter: kindness, anticipating people’s needs and simply looking after one another. Often, it’s the small acts of care that people remember most, and I find myself disappointed when basic hospitality is missing from an experience.

Another bugbear is suppliers pointing out problems without being willing to help solve them. The best people roll up their sleeves, stay calm under pressure, and come with solutions rather than simply highlighting issues.

Oh, and a very important one: turning up late. As my grandad used to say, “It’s better to be an hour early than a minute late!

What on-site rules do you live by?

Stay calm. Be kind. Over-communicate. Arrive early. No one performs at their best in a panic, so I try to bring a sense of calm to every event, whatever is happening behind the scenes. I also live by the idea that no task is beneath anyone. Whether it’s moving chairs, carrying equipment, or solving last-minute problems, we’re all there for the same reason: to create a brilliant experience for our clients and guests.

What do you do on-site to keep morale high and your team motivated?

I try to make sure people feel appreciated. Events are demanding, the hours are long, and the pressure is real, so genuine care for the people around you matters more than most people realise. Energy is contagious too. If the person leading stays calm, positive and solutions-focused, it tends to spread. The tone at the top sets the tone in the room.

If you could name three event icons you would love to meet, who would they be?

Joe Pine would definitely be in there. His work on the Experience Economy has had a huge influence on my own research and thinking around the value of experiences and transformation. I was actually fortunate enough to meet him at London Experience Week earlier this year (so I’m cheating a little with this one , rebel!) and his advice on something I was struggling with left a lasting impression. That said, our conversation wasn’t nearly long enough, and I’d happily spend an afternoon over tea and cake talking all things experiences, transformation and meaning with him.

Bill Graham would be in there too. I’ve recently started getting to know more about his work and his impact on live music and concert culture is fascinating to me. I love his belief that people weren’t simply buying a ticket, they were investing in an experience. As someone who started out in live music and deeply believes in the power of shared moments, I think we’d have plenty to talk about.

And finally, Will Guidara. His book Unreasonable Hospitality and his philosophy of creating thoughtful moments that make people feel truly seen resonates deeply with me. I firmly believe it’s often the small, unexpected acts of generosity and care that people remember most, and I suspect we’d have a lot to discuss about how hospitality and human connection can elevate any experience.

What’s the next chapter in your events journey?

I’m still as passionate about live music and bringing people together as I was in my twenties, but I’m increasingly excited by writing, speaking and teaching alongside growing House of Lemon and launching new creative projects. Whatever the next chapter looks like, I hope it involves plenty of interesting people, meaningful experiences and a lot of live music.

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