Events company secures £200,000 funding to create jobs and cope with demand

Impulse Decisions has secured backing from NPIF – Mercia Debt Finance, which is managed by Mercia and part of the Northern Powerhouse Investment Fund, to help it meet demand from clients, many of whom had to postponed events planned for 2020. It is also planning to create five new jobs.

Prior to the pandemic, Impulse Decisions was involved in over 300 events a year, including international fixtures such as the US Masters and the Grand Prix in Monaco, Singapore and Abu Dhabi.

While the company has been involved in a number of online events during the pandemic, the team is now preparing for the return of live events from late June.

Managing director James Marsden said: “We are absolutely delighted with the funding which shows there is still significant confidence and backing for events and hospitality to bounce back.”

The Northern Powerhouse Investment Fund project is supported financially by the European Union.

Mr Marsden founded Impulse Decisions in 2010. He had previously worked in the events industry and helped high-profile celebrities to launch charities and raise funds.

The company has worked alongside celebrities ranging from sporting legends Joe Frazier, Ian Botham, Gail Emms, and Jamie Carragher to musicians and comedians such as Rob Brydon, Vernon Kay and Craig David. In addition to charity fundraising and auctions, it also organises bespoke corporate hospitality and experience packages.

Mr Marsden added: “With golf events already running and companies approaching us to organise socially distanced events for their staff, we are both excited and ready to get people back enjoying events like Wimbledon and hopefully international events again in the near future.”

Jonathan Craig of Mercia said: “Impulse Decisions has many loyal charity and corporate clients and has grown strongly in recent years. The pandemic has been a blow to the entire industry but Impulse is now seeing strong demand, both from clients with events held over from last year and those organizing new events. The funding will provide working capital for growth and allow it to scale up the team.”

Melanie Ellyard at British Business Bank said: “Impulse Decisions is another example of a well-performing business impacted by the pandemic that is now in a prime position to bounce back, and we’re proud the Northern Powerhouse Investment Fund is helping to make that possible.

“Since it was launched in 2017, the fund has deployed over £256m, and by supporting ambitious businesses with funds to take on new staff, move premises and establish themselves in the market, we are creating a more prosperous regional economy for the future.”