Number of attendees

2,500 a day

Spaces used

Exclusive use

Number of sponsors/exhibitors


Event Duration

2 days

Xerocon in the sunshine

a breakdown of the Xerocon event

What do the words ‘Accountancy Software Conference’ bring to mind? Probably not this!

Forget your clichéd ideas of accountancy, Xerocon was a celebration of the industry and featured a whole spectrum of innovations and new players. The ‘Glastonbury of the accounting world’, there was a distinct festival atmosphere. The rulebook was out the window and creativity was the priority, with carousel horses, suspended light displays, a barber shop and the sweet sound of live music just some of the many carefully curated design concepts which contributed to a vibrant, impactful and unmistakably Xero event backdrop.

Attendees had the chance to engage with sector leaders and software creators about fresh ideas, thought-provoking discussions and immersive demonstrations, as well as opportunities to relax and connect with other industry professionals. The event kicked off with a high energy opening session from Xero’s CEO, Steve Vamos followed by informative and inspiring talks from former England footballer Fara Williams and formidable Dragon, Deborah Meaden. The event was expertly hosted by comedian Sue Perkins who, in her role as compere, amplified the messages of engagement and innovation across both days.

Facilities and facts

Attendee journey

Tobacco Dock's unique layout helped the INVNT and Xero teams create an engaging delegate journey through the spaces as well as the content.

Brilliant branding

The characterful spaces of Tobacco Dock provided a springboard for the organisers' imaginations, with plenty of quirky creative branding and unexpected moments.

Sustainability goal smashing

The event used 100% recycled cardboard in their signage and stands - the largest use of Re-board ever in the UK!

Why Tobacco Dock?

Xero were passionate about presenting their content using a festival format, and keen to steer away from the traditional conference layout in a large space. Tobacco Dock, with its quirky layout and combination of both indoor and outdoor spaces meant that they could take attendees on a journey, where they could explore the event in a more engaging way than simply cruising up and down aisles of shell-scheme.

An iconic event needs an iconic venue, and our distinctive barrel-ceilinged vaults, timber-beamed ground level spaces and exposed brickwork proved a stunning backdrop to Xero’s vibrant and playful branding.

Ground Level
Vaults Level
Ground Level
Vaults Level

How we made it work

The core Xero team are based in Australia, so there were some immediate challenges in terms of communication. We worked closely with INVNT, their production and global live brand storytelling agency, to ensure they were up-to-date with the spaces and our provision, as well as adapting to the time difference – holding meetings  early UK/late Oz time.

Our suppliers worked with both INVNT and the Xero team to create an impact. Anna Valley provided all the AV for the event with record levels of lighting in Great Gallery alongside over 850 panels of LED and full wireless comms across the venue.

Jupiter VC created impactful and sustainable branded signage and stands using 100% recycled cardboard – the largest use of Re-board ever in the UK. All the signs are then returned to Re-board, shredded down and reused.

No festival is complete without great food and Tobacco Dock Food provided just that including a vitality shack serving immunity-boosting smoothies and a playful take on the Bubbledogs concept, with sparkling elderflower mocktails and pick-and-mix hot dog toppings. If hotdogs weren’t their thing, guests could choose from a whole host of other options including poke bowls, curries and nachos complemented with sweet treats from one of a number of stylised dessert trikes.

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