Every event and occasion needs to be well planned, coordinated, organised and managed. Every celebrant wants to have a memorable celebration which, if not properly and brilliantly managed, might end up a disaster, thus the role of event managers can never be denigrated.

Therefore, event management is the art of planning, arranging, organising, coordinating, managing and execution of various events and activities with a view to leaving a lasting memory in the minds of not just the celebrants of such events, but also those who participate in them.

Since different events require different materials and, consequently, different methods of planning, a little ‘research’, which covers vital areas such as the type of venues of the events, the taste of the celebrants, the number of guests expected, finding a perfect site or spot to arrange food and drinks, the type of decoration to use, sending invitations, entertainment, etc, might need to be carried out so as to make sure that everything works in perfect order. All these and many more summarise the indispensability of events managers.

In a conversation with Saturday Tribune, Miss Kemi Sogunle, an event manager and organiser, based in Lagos, said, “since event management requires a great deal of planning, an event manager is expected to have an analytical mind. He/she must be able to work with every little detail and information, because without having the right information, one will have wrong plans, and when the plans are wrong, the execution of an event will fail.

How to start
Starting an event management  business, like several other businesses, even on a small scale, could be herculean, but there is no need to be discouraged, if you have the right resources and, most importantly, the right attitude and mindset, you could carve a niche for yourself in this business. This is so because it requires a lot of time, effort, creativity and ingenuity to get the right materials, understand what the customers want and please them.

When speaking on how to start, Sogunle said, “there are no laid down rules, regulations and cost that determine how and where to start. Event management business is a kind of business that you can start even from home. All you need is, first, passion, and then you also need to be creative. If you start small, with the right attitude and determination, your business will grow with time.”

She further said that she started her business in a small way, but now, her business has grown to the level that she has other services like catering and rental added to it.

Another event manager, Mrs. Omolara Badmus, whose business is at Ojoo area of Ibadan, Oyo State, and who has been in the business for  more than a decade, also told Saturday Tribune that in starting an event management business, one needs a lot of patience, as one might not get that ‘big offer’ immediately one starts. She further said, “I started on a very small scale, like managing my friends’ and relations’ birthday parties, but in all these, I gave my best, it did not matter whether a party was meant for only five guests, I gave it my best shot. People were taking note and appreciating my efforts. Now I organise parties for over 5,000 guests. This shows the beauty of patience.

“Use every opportunity that you have to show what you can do, no matter how small you think such an opportunity is. If you are a Christian, for example, your church programmes could be a good way for you to start. It can also be a small birthday party organised by your neighbour.”
Therefore, the following, apart from those mentioned above, are tips which, according to event management experts, are necessary in starting the business.

*Have the right knowledge of what is exactly involved (this includes going for several relevant seminars, trainings and reading relevant books). This will aid your knowledge about the industry.

* Conduct market research and data collection

* Set a realistic time frame

* Acquire the right and relevant business resources and equipment. A good event manager, even when just starting, must never be found lacking in having stocks of some very basic, simple but important items like balloons, ribbons, bouquets, among others. These items are indispensable in event management business; they are like what spanners and screws are to an auto-mechanic.

* A comprehensive and sound business plan. This will help in the conduction of market research and analysis, while keeping in focus business competition.  The business plan, which must also include strategy for long and short-term objectives, also ensures that the stages of your business growth are covered.

* A proper office which can be located anywhere as long as it suits its purpose. As earlier stated, your office can even be your house. A good office gives credence to your business and makes clients trust you more.

Profitability of the business
There is no limit to how much you can make as profit in event management business. The amount charged depends mainly on the type of event to be organised, the number of guests expected and the discretion of an event manager.

Sogunle, while commenting on this issue, said, “The amount you charge your clients depends on a number of factors. There are different scales for different people. Event managers, generally, charge their clients based on the calibre of such clients,  types of service required, number of guests expected, the proximity of the venue of the event to the office of the event manager, among others.”

She, however, added that irrespective of who your customers are, there is a minimum standard, below which you cannot go, if you want to make profit.

How to keep the business going and growing
In addition to all mentioned above, for an event management business to be sustained, and for it to experience growth and development, the following are helpful tips for those planning to start the business, and also for those who are already in it:

Care for clients and events
This comes before everything else. Event management is a business that gives you the opportunity of meeting people, therefore, as a good event manager, this offers you the opportunity of showcasing what you’ve got. If you give them a good service, your network base will be strengthened, because many of them will be captivated by your quality service.

Remember, the size of an event or the class of clients does not matter; the event is extremely important to the client, and you need to show that it is important to you too.

Keep on working on your creative ability.
People become easily bored when they keep on seeing the same thing over and over again. If you are stereotypical, the value placed on your business will deplete with time. Therefore, keep on working on your power of imagination, which has been described to have no bounds.

Great Management and Organisational Skills
This will distinguish you from others. Do not venture into this business because of the money, recognition or glamour it offers. It requires a great deal of hard work, management and organisational skill.

Outstanding management skills, planning, thoughtfulness and organisational proficiency all play a great role in making this business successful. You are encouraged to start an event management business if you are creative and great at planning and managing people, things as well as events so as to make the memories of such events lasting.