Dani Wallace’s story is one with humble beginnings that has reached stadium-filling success.
Now she’s releasing a documentary: The Festoon Effect, to chart her journey.
Dani, 40, is the founder of Big Festoon, the UK’s fastest-growing business and personal development event.
The Preston mum-of-three who was a sofa surfing single mum in 2008 after leaving an abusive relationship with her two children at the time. They were homeless, relying on friends and even sleeping in the car.
Dani spent the next five years rebuilding her life, and as she felt stronger, she started to share her experiences – in a bid to shine a light for others.
She started to broadcast on Facebook live to sell mascara as a side hustle.
She was also gigging as a professional singer and training to build a business as a motivational speaker, and coach.
Her business events quickly scaled from a small gathering of 70 to selling out stadiums.
She also remarried and had another child.
The Big Festoon is now the UK’s fastest-growing business and personal development event, setting the stage for a 10,000-strong audience at the Manchester AO Arena in 2026.
The explosive growth of Dani’s company has led to its story being captured in a compelling documentary, The Festoon Effect, premiering at Leicester Square at 7pm on Wednesday 28th August.
Dani said: “At the heart of The Big Festoon’s meteoric rise is a commitment to creating a space where diversity and inclusion are not just buzzwords, but foundational pillars.
“The Big Festoon is like no other event in the business calendar. It’s fun, energetic, and thought provoking all at the same time.
“The atmosphere is indescribable – anything goes. It is intentionally inclusive. We welcome everyone and actively welcome guests who are neurodivergent, LGBTQIA+ or disabled, along with members of the black community, having made sure we have created a safe environment for them with active representation, good accessibility throughout the venue, sensory breakout areas, captioned screens, and things like non gendered toilets and pronoun badges if people wish to use them. I am here to change the game for business events.”
The event has become a beacon for change-makers and business leaders who believe in the power of diverse voices and inclusive communities.
Her event launch for the 2025 Big Festoon sold out at a capacity of 600 tickets in 48 hours – banking Dani over £100K and pushing her over the £1m earning marker since 2019.
The Big Festoon’s unstoppable rise solidifies its place as not just an event, but a movement – a movement that encourages us all to do more, be more, and support one another in our journeys.
The Festoon Effect, is a documentary that offers a behind-the-scenes look at the challenges and triumphs of building an inclusive business event. The film follows Dani Wallace as she navigates the complexities of organising a large-scale event while staying true to her mission of inclusion and representation.
The premiere, which is being held at 7pm on 28th August at Vue Cinema in Leicester Square with a post-screening Q&A session hosted by TV presenter Remel London, is not just a celebration of the event’s success but a call to action for the business and entrepreneurial community.
The documentary highlights the importance of diversity in driving innovation, creativity, and growth. It showcases the stories of individuals who have found their voice through The Big Festoon, demonstrating the profound impact that inclusive spaces can have on personal and professional development.
As The Big Festoon continues to grow, the focus remains on expanding its reach and impact. The upcoming 2026 event at Manchester’s AO Arena, with a goal of 10,000 delegates, is a testament to the demand for a business event that prioritises inclusion, empowerment, and community.
With each passing year, The Big Festoon solidifies its place as not just an event, but a movement – a movement that encourages us all to do more, be more, and support one another in our journeys.
The Festoon Effect was filmed by Clue Content and Executive Produced by Dani Wallace, by whom all rights are reserved.
The team are actively seeking a production partner to chart the next stage of journey to AO Area in Manchester and interested parties should contact [email protected] for more information.