Let’s get down to business: Jo Bausor

Jo Bausor, 54, is the chief executive of the Henley Festival. She joined the festival in 2012 and worked in marketing, becoming chief executive in 2021. Married to Daniel, and with two daughters, Tabitha and Esther, they live at Bix. She likes going to live music and has taken up running.

Describe your Business

Henley Festival is a leading music and arts event, currently in its 42nd year. As a charity the festival has RISE, a wide ranging programme that supports emerging talent both through performance and work experience opportunities at the very heart of everything it does. It’s also the UK’s only black-tie festival.

How many people does it employ?

There are 13 in the core team but we are joined by a large number of contractors, crew and freelancers who work in the weeks up to and during the event.

What did you do before you started this business?

My background is in advertising, followed by more general marketing consultancy. I also ran a bed and breakfast for a couple of years.

Do you have a mentor or role model?

I’m lucky to have worked with some very inspirational people during my career (and continue to do so). However, my father has always been an exceptional role model and voice of reason.

What would you do differently if starting again?

Study a little harder for my A-levels.

How is your business doing compared with last year?

It’s a difficult year for events across the board. We’re very grateful that we have an incredibly loyal audience who continue to support us.

Do you compare on a regular basis?

I’m a data geek and can probably tell you how many people in St Mark’s Road have bought tickets compared with last year. Joking aside, good data is the driver behind sound business decisions, and something we track all the time.

How do you market your business?

The majority of our marketing happens via online channels. The benefit of this is obviously reach but I’m still a big fan of print advertising and with the right placement it can be very effective.

What's the best thing about running your own business?

It’s a privilege to be able to lead the most brilliant team and make a creative vision come alive.

What's the most challenging aspect?

Making the numbers work and trying to design an event that appeals to an audience aged from 18 to 80 with a variety of different tastes.

How important are online sales and why?

Increasing nearly all of our sales are online — it’s much quicker for the ticket purchaser and also frees up our Box Office team. There’s always a real person on the end of the phone.

Do you have a five-year plan?

There are longer term plans for some areas of the business, one of the most important for us being sustainability.

How do you have a work-life balance?

It’s an honour to work and live in the same place and often people stop me in the street to chat about their experiences at the festival. It’s important to switch off however and I can often be seen walking or running up the Fair Mile.

Do you set any goals at the start of a new financial year?

We always set targets via our budgeting but entertainment is quite a volatile industry so these are always revisited as we go through a programming cycle.

What's the most valuable thing you've learned?

My natural reaction is to shoot from the hip, but I have learned to be much more considered in my reactions. Also, an obvious one, but you really are only as good as the people around you.

What advice would you offer to someone starting a business?

Keep the dream at the forefront of everything you do, and hire the best financial director you can afford.

What’s the biggest mistake you’ve made?

Not checking the detail.

How organised are you?

Very. However, I am a continual mystery to my friends and colleagues as I very rarely make lists.

How are you planning for retirement?

I’m not sure I’ll ever retire completely, I enjoy working too much.

What’s the secret of your success?

Truly loving what I do, hard work and a bit of luck!

What three qualities are needed to run a successful business?

Always know where the money is and make sure there’s a sound financial case for every decision.

Build a team that you respect and are passionate about what they do. Listen to your customer.

How do you dress for work each day?

Dress down at the office. Full length ball gown at the festival. The latter is very important!

What can’t you do without every day?

Coffee.

Lunch at your desk or going out?

A bit of both, but going out is much more fun.

Do you continue to study?

I’m a big fan of political podcasts and am thinking about going back to university to study in some capacity.

What do you read?

The Henley Standard.

What change would you most like to see in 2024?

More appreciation of the vital role music and the arts plays in all areas of society.