Event management is a sunrise sector that is set to gallop in the coming years. Managing mega events is no longer an amateur operation but a full-time profession that has thrown open a host of opportunities for dynamic youngsters, writes Biswajiban Sharma

IMAGINE a ramp that creaks like a rickety staircase, arc lights that blink incessantly, smoke bombs that refuse to explode, models who trip on the catwalk, a music system that is an acoustic nightmare, and a jury that gets into a mix-up in the run-up to the results. It is such fiascos that make us knock on the doors of an event manager, the Mr Fix-it who carries an event from inception to fruition, taking care of all the hiccups.

There was a time when the backroom managers were mostly amateurs. However, the boom in the infotainment industry, a plethora of TV channels and the phenomenal growth in the advertising budget of corporate houses have changed all that. In a short span, our homespun backroom boys have beauty pageants, musical fantasies, star-studded extravaganzas and even political summits to their credit.

On a mundane plane, event management is all about product launches and brand promotion. There has been a subtle shift in corporate thinking in the last decade with a huge amount of promotional spending being taken away from advertising and being ploughed into events. Brian Tellis, Director of Fountainhead, an event management company, puts the trend in perspective: ‘‘Major brands thrive on publicity, not advertising." More and more companies are now looking for avenues to perk up sales or promote brands through on-the-ground events.

As the name suggests, event management is all about planning, organising and executing an event, which facilitates brand bonding with the consumer. The event, of course, could take the form of an exhibition, an exposition, a concert, a rock show or a cricket match. Explains Prof Ramola Kumar, Dean, Delhi School of Communication, "Companies have realised that events like sports, musicals and live concerts can work wonders for their brand and corporate image.’’ Likewise, individuals might seek the help of professional planners to organise a theme wedding, a birthday bash, a book release, a film mahurat or a press conference.

A team of event managers is, therefore, expected to conceptualise, create, innovate and take care of the logistical and technical details, design and d`E9cor, and venue management. Conceptualisation means being able to see the event as a brand and tailoring it to suit the needs of the client. Creativity, of course, is the core ingredient, which sets one company apart from the rest. The glitzy AGMs hosted by the Ambanis are a glaring example. Innovation, a natural spin-off in the creative process, begins at the operational stage.

A regular event management company has five departments — (a) Client Servicing, which involves interaction with the client, understanding his needs and presentation of alternative solutions; (b) Production, which involves managing back-end jobs like stage fabrication, sound and lights, projections etc;

(c) Creative, which involves visualisation and formulation of the appropriate message and the relevant ambience; (d) Operations, which involves dealing with vendors and managing the artists; and (e) Sales and Marketing, which involves gathering marketing intelligence and making the sales pitch.
Initially, youngsters are put into production, sales and client servicing. Technical expertise, experience and flair can take them into visualisation, operations and marketing, though this route is not strictly followed. However, the bottomline is talent, which can take one anywhere.

Says Saif Abdali, Director, Maverick Entertainment, "With an increasing number of small companies as well as MNCs entering the field, there is tremendous scope for young and ambitious entrepreneurs, probably because corporates these days recognise talent and are willing to give more opportunities to youngsters."

Earlier, an MBA degree was considered desirable, if one wished to pursue a career in event management. However, the phenomenal growth of the industry has spawned an avalanche of exclusive courses in event management. Professional courses help as they prepare one for the tasks ahead. While working on projects organised by the institute one can gather a basic idea about different aspects like production and execution of events. To get an admission in an event management degree course, one should be a graduate; for diploma and short-term courses, one should have done at least plus two.

While starry-eyed students might enrol for a course hoping to make it big in a few years, success often boils down to individual flair, talent and hands-on experience. To begin with, an aspiring event manager needs to be an organised person. Commitment and enthusiasm often takes precedence over age and experience. The key, therefore, is a right blend of hard work and dynamism.

The success of an event management team also depends upon its capacity to procreate themes that have never been thought of before. Again, one should have an in-depth understanding of the product or the brand for which the event is being organised. An ability to comprehend technical details and a flair for design help one turn the presentation into a spectacle.

Suggests Rajesh Suneja, Director, Absolute Event Production, "To sharpen your skills as an event manager, try organising programmes in your housing society. Most important are your networking skills. So, you should be a good public relations and marketing person. You should develop contacts in the corporate sector and be able to rustle up sponsors. Good contacts in the media are also an asset. If you can give value for money to sponsors, nothing can stop you from reaching the top.’’

On the flip side, in event management, you can be propelled into the fast lane at an early age. Owing to tight deadline schedules one can end up working marathon hours, often without sleep. One needs stamina, energy and a cool head to withstand the pressures. ‘‘The event manager has to be adept at managing time and relationships,’’ says Suneja.

The future outlook is extremely bright. The big players in the game are mostly based in the Capital. But one must beware of small and medium sized companies, which are just fly-by-night operators. As Tellis rightly points out: ‘‘Events begin where glamour ends."