Town & Country Inns’ former Marketing and Sales Manager, Emma Larkin, has launched a new events business and secured a number of high profile clients in its first few months. Specialising in high quality corporate and private events, AllinAll Events works with clients to deliver effective and impactful events, from intimate launches to charity fundraisers.


AllinAll Events has been appointed exclusive event partner to mobile payment app Zapaygo; planning and delivering events across the UK. As Zapaygo Group Limited’s Head of Events Emma Larkin is part of the management team launching and implementing the app in venues including Marco Pierre White at The Cube, Mechu, Apres, The Plough Harborne and Shipley Amusements. The AllinAll team also oversees activity at Birmingham City Football Club, where Zapaygo holds title sponsorship.

Priding itself on having strong networks across the city, AllinAll Events is making waves in the corporate world, having secured a number of contracts in the business and professional services sector. AllinAll Events is also securing a number of contracts in the consumer market, having been appointed by theclubandspa Birmingham to manage and deliver its ambassador programme; helping to drive new business into the luxury spa and gym. The team is also event partner to EAST VILLAGE., a marketing and PR agency that specialises in retail brands and destinations. AllinAll Events will support EAST VILLAGE. across its client base, which includes Lower Precinct Shopping Centre, Great Western Arcade, Malmaison Birmingham, Midlands Fashion Awards, The Wedding Club and Hollywood Monster.

“It has been a really exciting and successful new months for AllinAll Events. Having set up the business in 2013, I made the decision to launch it as a full time business earlier last year and I’m delighted that we’ve already picked up such a strong base of clients. Having worked in Birmingham for the past four years, I’ve built up a strong network of contacts, which gives AllinAll Events its strength. Added to that, my experience working in venues, from my time at Summerrow, means that I’m well-placed to understand not just the event planning side but also the operational implications,” said Emma Larkin, founder and Managing Director of AllinAll Events.

Emma Larkin

One of the company’s early successes was planning and managing the Ladies Fighting Breast Cancer ‘Back to the 80s’ Ball in October 2014, which raised over £30,000 for local Breast Cancer services. On the back of the event’s success, Emma Larkin and her team will now plan and deliver a fundraising ball for Free@Last, the Nechells-based charity, as well as a number of events for recently-launched charity LoveBrum, which uncovers ‘hidden gem’ projects and causes across the city.

Emma’s passion for events came after she helped produce fundraisers for The British Red Cross and Brain Tumour Charity. Whilst working for Town and Country Inns, who own Summerrow venues Mechu, Apres and Fleet Street Kitchen, she also helped organise the Harry Moseley Charity Ball in 2013.

“I’ve always loved working on events and I’m passionate about ensuring that every little detail is well planned out. AllinAll Events gets to know the client, their needs and what they want the event to achieve; from that, we then provide advice on the best type of events. We know the events industry inside out to make sure that each and every event is high quality and enjoyable. Whether a corporate event, wedding or charity ball, we can deliver high quality services with absolute confidence. Priding ourselves on attention to detail because it can sometimes be the small things that make a big difference,” Larkin continued.


In addition to AllinAll Events, Larkin has also launched AllinAll Weddings to deliver show-stopping engagement parties, ceremonies, wedding receptions and celebrations.

Emma also sits on the Birmingham Young Professional of the Year (BYPY) Awards committee and will help out on the event for the second year running, welcoming around 1,000 guests to the ICC in May. As BPS Birmingham Future’s flagship event, the annual awards celebrate and recognises talent across Greater Birmingham’s BPS sector.

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