North East entrepreneur wins prestigious national innovation award
SUNDERLAND businesswoman Victoria Smith has been recognised by Innovate UK’s Women in Innovation Awards for her game-changing software platform, which will revolutionise the live events sector.
The North East entrepreneur and mother of two is one of 50 women trailblazers chosen by Innovate UK to drive forward their business idea, benefitting from a £75,000 grant and one-to-one business coaching to help scale-up their innovation.
The 37-year-old was inspired to develop Gig Lab after seeing first-hand the challenges that venues and promoters face in the live events industry. From time poverty and complex logistics to disconnected systems, these hurdles often hold back independent venues from reaching their full potential. Gig Lab is her answer to these challenges; a transformative software platform designed to simplify event planning, streamline operations, enhance visibility and empower venues to focus on what really matters: creating unforgettable experiences for their audiences.
Victoria has always had a passion for live events, starting her career at 16 as a Box Office Assistant at Sunderland Empire. Her years working across the country for industry leaders like Live Nation, MAMA, and Academy Music Group taught her invaluable lessons in operations, strategy, and financial scrutiny, providing a solid foundation for her career.
Over time, she felt a pull back to her roots and independent venues where she spent her teenage years soaking up the sense of community and creative energy. Inspired by the freedom and agility of grassroots spaces, she embraced the chance to work in a world where decisions are made for the love of music and local culture, not just profitability. It’s this passion for championing creativity, emerging talent, and the unique spirit of live events that drives everything she does today.
Victoria, Finance Director at Ghostwriter Consultancy & Events said: “I’m incredibly honoured to win the Innovate UK’s Women in Innovation Award and humbled to share my recognition alongside such incredible women developing scientific and medical innovations.
“This award isn’t just about me, it’s about the incredible team at Ghostwriter Consultancy & Events, whose expertise and passion have been the foundation of everything we do. I’m fortunate to work with such a talented group of individuals who share my vision of empowering independent and grassroot venues, and I couldn’t have achieved this without their dedication and support.
“The timing of this award feels especially significant with Sunderland recently being named a Music City, a recognition that highlights the city’s vibrant culture and its commitment to supporting the creative industries. Relocating Ghostwriter from Oxford to Sunderland has been a game-changer for us, opening up opportunities we couldn’t have imagined. With the backing of North East BIC, Innovation SuperNetwork, Creative UK, and Sunderland Culture, we’ve been able to maximise this award and move forward with Gig Lab in a way that’s truly transformational.”
The software is being developed locally by the team at Layers Studio, keeping innovation grounded in the North East. She added: “We’re also proud to collaborate with the University of Sunderland’s Arrow Innovation Project, which is providing cutting-edge academic support to enhance the platform’s AI capabilities. Being part of this vibrant community, in a city that’s fully embracing its identity as a Music City, has been transformative for Ghostwriter. Sunderland’s focus on championing creativity and fostering collaboration has created the perfect environment for innovation to thrive.”
Emily Nott, Head of Equality, Diversity and Inclusion at Innovate UK, said: “Innovate UK’s Women in Innovation Awards spotlight the UK’s most groundbreaking women entrepreneurs. This year’s winners have shown incredible leadership and creativity. We’re thrilled to support them in scaling their businesses and inspiring the next wave of women innovators. Their success stories will undoubtedly pave the way for more women to enter and thrive in the world of innovation.”
Debbie Simpson, Innovation Adviser at the North East BIC said: “Working with Victoria has been an immense pleasure, and she truly deserves the Innovate UK award. From our very first meeting, her passion and deep expertise in the events sector were unmistakable. This groundbreaking platform is set to revolutionize event management, with its impact resonating across the entire industry and beyond.”
The Innovate UK’s Women in Innovation Awards received 1,452 applications from women founders across the country, along with up to £3.75 million in funding to support them in developing inspiring solutions to pressing societal, environmental, and economic challenges.
Victoria encourages music venues and promoters to register their interest in Gig Lab at www.giglab.co.uk