About Us

PEG's team, our capability and process

Our Team

Sam Groom BEM has 20 years experience in the events industry and a track record of delivering successful major events for Cornwall. In 2016 she was awarded a British Empire Medal for her services to tourism.

Mike Ward and Kevin Instance each have 30 years experience working as senior Police Officers on large-scale events and security operations, including the Olympic Games, Glastonbury Festival and the Rugby World Cup.  Mark Fuszard has over 10 years experience in the critical care arena, and leads a specialist team providing medical cover for events. Lou Midgley and Rhona Gardiner head up our PR team, and Jaimie Siebert operates 2020 Projects, a successful interior, signage, way-finding, and exhibition design company established 20 years ago.

Our Capability

We enjoy close personal contacts across all sectors and at all levels, these connections allow us to be efficient in resolving any problems or issues on the ground. We also work with a network of specialist suppliers, carefully selected because they share our own exacting standards.

Collectively our work includes: management of day one of the 2012 Olympic Torch Relay in Cornwall. A global award winning event which generated over £17 million in PR coverage. Project management of two Tall Ships Regattas, generating over £20 million for the local economy.  Most recently we provided event coordination, event safety management, medical care and PR for the two-week awe-inspiring journey of The Man Engine in July 2016.  

Our Process

The Brief

We will assist with generating ideas with your requirements in mind. We can help establish objectives and shape your management and resource requirements to form the foundations of your event.

Planning and Delivery

We will work out what is needed and how it will fit together. Our meticulous planning methods ensure a safe and successful event that is delivered within budget, achieves your objectives and meets all expectations.


We debrief together. The final step in the planning process; we can measure and assess the impact and success of your event and identify future opportunities for improvement.

Meet the PEG team

Sam Groom BEM

Founding partner Sam Groom’s experience includes responsibility for a number of major events held in Cornwall. Sam established Perfect Events Group in April 2015 was awarded a British Empire Medal in the Queen’s New Year Honours List 2016 for her services to Tourism.

With an established track record of organising and developing events and over 20 years experience in the tourism and events industry, Sam joined Visit Cornwall in 2010 to head up a team responsible for the management of Cornwall’s festivals and events strategy, support and promotion of events across Cornwall and the delivery of major events.

As Lead Coordinator for the start of the Olympic Torch Relay – Day One attracted one billion global viewers and Sam’s management of the event was nationally recognised. The event generated over £17 million in PR coverage and the Communication Strategy awarded ‘Winner for Partnership Excellence’ at the CIPR Communication Awards 2012.

Responsible for host port management in Falmouth for the Funchal 500 Tall Ships Regatta 2008, which enticed £12 million economic benefit for Cornwall, Sam was again at the helm for the Falmouth Tall Ships Regatta 2014. The event attracted 197,000 visitors, generated £20.9 million for the local economy and was awarded Gold Event of the Year at the South West Tourism Awards and Best Family Event at the What’s On Cornwall Awards.

Sam has also supported a great number of smaller events across Cornwall including Falmouth Week, Falmouth Oyster Festival, Fowey Festival of Words and Music, Finn Gold Cup, Festival of Sport, Cornwall Film Festival, Operation D-Day 60, Interceltic Watersports Festival and many more.

Mike Ward

Mike joins us following a 30 year career of service with Devon and Cornwall Police.

During his time in the Police force he was an active commander and has wide experience in planning and operational command of a variety of events. He was an operational commander at the G8 Conference in Gleneagles in 2005. He was deployed to Belfast commanding UK support for the protests during the summer of 2014. He commanded a large number of police firearms operation, public order/safety operations and VIP visits. His final major event whilst working for the Police was as Operational Commander for the Tall Ship Regatta in Falmouth in 2014.

His breadth of experience enables him to offer support and advice to anyone planning or delivering a large event, or to manage that event.

After leaving the Police he went on walkabout in Australia, before returning and taking a part time role with the British Red Cross as the Emergency Response Coordinator for Cornwall.

Mike has a passion for racing boats and has competed in and managed a large number of national and international regattas.

Kevin Instance

Kevin has extensive experience in crowd safety management, major incidents and large public events and has a successful record in implementing change, performance management and leadership within challenging political and operational environments.

Kevin has enjoyed a 30-year police career in the Metropolitan Police and Avon and Somerset. As a Superintendent he led a Specialist Operations Department and was either Gold or Silver Commander at many high profile events such as Glastonbury Festival, NATO Summit, International Cricket, International and Domestic Football, 2012 Olympics, Pre-Election Leader’s Debate, Rugby World Cup and many protests and incidents of disorder.

In 2012 he led the police operation for the Olympic Torch relay for the total of 12 days that it spent in the South West Region and was viewed by more than a million spectators.

He is the Safety Officer at both Bath Rugby and Exeter City Football Clubs. He provides security advice and support to many festivals, events and sports venues. He is the Director of Gull Rock Events, a company providing a range of services ensuring that people enjoy safe events.

As a proud Cornishman he has now returned to his roots where he spends his spare time volunteering as an RNLI Lifeguard and running out in the occasional charity rugby match or refereeing other local fixtures.

Mark Fuszard

Mark’s career started in the Leisure Industry where he was part of a dynamic team managing a large leisure complex and was involved in initiating and co-ordinating sports events for over 20 years.

In 2001 Mark joined the Ambulance Service and now has over 10 years experience in the critical care arena as an extended skills Paramedic on one of the Countries busiest Air Ambulances. In 2014 he received the National award of “Paramedic of the Year” at the Air Ambulance Association Awards in London.

Mark is also a Clinical Tutor for the Ambulance Service and an Associate Lecturer at Plymouth University where he trains students at all levels on Major Incident Management as well as clinical skills. Mark is also Managing Director of Omega Medical and heads up his specialist team by providing on-going support and medical cover to many events and organisations to provide health and safety, risk assessment along with medical advice.  His wealth of knowledge enables him to offer support and advice to anyone delivering an event and the range of specialist medical cover he offers.

You will regularly see Mark on “Countryside 999” where viewers can see him in action as part of his role on the Cornwall Air Ambulance and he recently represented Cornwall Fire and Rescue at the World Extrication and Trauma Championships in Lisbon.Marks interests include competing in extreme ultra marathons recently competing in some of the World’s harshest environments including the Namib Desert and the Arctic Circle.

Recent event support includes water and land based extreme sports, running events, cycling sportives and equestrian events through to music, dance and cultural festivals.

Louise Midgley

Louise Midgley is a consultant specialising in public relations, media training and corporate films, who channels more than twenty years’ experience in broadcast and newspaper journalism to the benefit of business, travel, charity and public sector clients.

During almost two decades as ITV’s Cornwall Reporter/Presenter Louise embraced the company’s ethos of “Celebrating the Westcountry”, presenting news and features from cliff-tops, shows and events ranging from two Tall Ships Races and Ellen MacArthur’s trans-Atlantic arrival in Falmouth, to the Qinetiq space balloon trials at St Ives – telling the stories, in all their colour, to the wider nation and the world.

She was part of the franchise team setting up the new TV station Westcountry Television in 1992 and her wide-ranging coverage took the Eden Project from inception to completion and beyond, all early stages of Wave Hub, the aftermath of the Boscastle floods and interviewing two British Prime Ministers – Tony Blair and Gordon Brown.

Louise has been PR & media management lead on high profile events including the Falmouth to Royal Greenwich Tall Ships Regatta and the Fowey Festival; two International Male Voice Choral Festivals (now working on the third); Day 1 – Olympic Torch Relay – liaising with Cornwall Development Company, Cornwall Council, the London Organising Committee for the Olympic and Paralympic Games (LOCOG) and cross-sector business partners.

Her consultancy regularly works with other key industry professionals to enhance clients’ profiles on a local, national and international stage.

Jaimie Sibert

Jaimie is managing director and founder of 20/20 Projects an interior, signage, way finding, interpretation and exhibition company, based in Falmouth, Cornwall. 

With over 20 years in design, manufacture and project management, he has experience on corporate, national and international levels with clients including Mazak, Curver, National Trust and the NHS. Jaimie has an in-depth understanding of the whole design and build process from initial concepts right through to completed projects.