Manage the Event

An event manager fashions the event in a style that leaves a lasting impression and achieves desired results

As the economy comes back on track and the entertainment industry shining once again, you can feel the buzz in town with lots of exciting events lined up round the year. The audience is the king and has to be pleased at all costs. So who is it that ensures smooth functioning of the event? The stage has to be glittering if Shah Rukh Khan will shake his legs and if Mukesh Ambani addresses a conference, the journalists must feel the ambience of the corporate world. An event manager ensures the success of any such event, without any hiccups.

The profession, best defined as the science of managing events, is on a rise and has a promising future. FICCI has estimated event management to be a Rs 3000 crore industry by next year. "Event management is emerging as a top industry, growing at the rate of 35 per cent and proving to be a very lucrative and rewarding career", says Hoshi Bhiwandiwalla, founder dean and director of the National Institute of Event Management.

"India spends annually more than Rs 5000 crore to entertain the public and this figure is fast growing. Despite strict government regulations like high entertainment tax, 10 pm deadlines and harassment in licenses and permits; the event management industry is unstoppable and has a great future. Now more than 2000 companies have forayed into events. The present picture is extremely positive," adds Bhiwandiwalla.

Various departments
An event is the successful implementation of a vision, bringing to reality a skillful blend of ideas, creativity, logistics, budgets, permits, people, performers and the publicity channels. The successful implementation has different departments working towards creating a success thus different placement opportunities.

These mainly consist of the creative team, client servicing, and the production department. The creative division will look after designing the event and its various components like stage and set designing. Client servicing and business development, as the name suggests, works towards get new clients and looking after them. The production department caters to logistics demands and along with the event planners, executes the event. Along with this, various departments like human resource, legal, licenses, artist management and accounts are also a part of the organisation.

Types of events
Events in India have grown in a big way and can be classified into different categories. These were highlighted by Roshan Abbas, managing director, Encompass, who explains, "now events can be classified into different categories ranging from sports management to film awards and city specific events.

With the Commonwealth Games and F1 coming to India, sports management has seen a great boost. Film awards have now become a part of the industry and have been great success. New events like organised religion and city specific events are now growing. The Kumbh Mela and other festivals see a lot of event management behind them. The Jaipur literary festival and the Goa film festivals are popular events that have been showcased in a different way."

The opening up of the Indian economy saw foreign products flooding the Indian market and that brought mega product launches, thus boosting the business. The international exposure increased when event companies brought in foreign artists and some companies took the best of India abroad. This growth demanded an increase in job opportunities. "Young Indians are very adaptable, easy to adjust with and have the skill to multitask. This works in their favour and provides them the opportunity for quick growth," says Abbas.

Desirable skills
The jack of all trades and the master of blending skills, best define an event manager. The job entails planning, organising, promoting, motivating people to unfold an extravaganza with no retakes. Discussing the popularity of the industry, Abbas adds, "Lack of barriers is something that attracts people towards event management. Smart sharp people can easily learn the ways of working and excel in the industry."

Though the above qualities help excel in this field but require a bit more, Bhiwandiwalla explains, "A student who wishes to become an event manager should have good leadership and communication skills, organising abilities, should be creative, with great PR skills, and he should be passionate about events."

Developing your foothold in the entertainment industry requires a lot of perseverance, hard work and a little patience. It is important to have the right attitude and always remember your love and passion for the work. "Event management is all about facing the clients and dealing with people. It is not a desk job. It's imperative to have people skills, to make sure you get your ideas across clearly. You should also be good at crises management as a lot needs to be changed at the last moment" says Abbas.

Internships are vital
With variety of courses available to create your mark in event management it is important to remember the balance between theory and practical. Internships will provide a deeper understanding on the industry. "Event management is one of the top careers and a very lucrative field for those who are dynamic and want to make a great career. The starting salaries may be just a bit moderate, but one can earn a fat salary packet with a decent experience, and a lot of hard work put in. The sky is the limit for the dynamic event managers" explains Bhiwandiwalla.

The pay packet
The starting salary in this industry can range from Rs 12,000 to Rs 20,000 but the growth pattern is fast and depending on the person one can excel in no time. The entertainment industry gives opportunities to shine at an accelerating speed and one can earn Rs 50,000 in no time.

Institutes

• Amity Institute of Event Management Delhi, www.amity.edu/aiem
• National Institute of Event Management Pune, www.niemindia.com
• Symbiosis Institute of Media and Communication Pune, www.simc.edu
• Mudra Institute of Communications Ahmedabad, www.mica-india.net

With Inputs From India Today. © 2010. LMIL. All rights reserved.