If you like organising and planning in minute detail, event management could prove to be a great career option, says Reena Jhaveri
Indians are used to planning events since time immemorial. Whether it is a small dinner at home or a party celebrating success, we want to do it in style. And over the years, this style has evolved into a professional field that is niche yet all encompassing! The event management industry is coming of age, and how! Even though a large chunk of this industry still operates in the unorganised sector, the field has grown by leaps and bounds over the years, and many experts in the industry believe that there is a lot more to explore in the coming years.
Today, you get services for events from personalised theme birthday parties for toddlers to management services for opening of a temple! Of course, in between, the usual suspects like wedding, stage shows, and other major events are included. The advent and reach of digital media, especially television channels, has prompted many companies in the corporate sector to opt for professional event management services for the smallest of events.
Add to that the purchasing power of middle class homes now, which also hire the services of professionals for all types of family based events, right from planning birthday parties and reunion dinners to weddings and baby showers. In fact, wedding planning, which was a specialisation in the events segment, has now emerged into an industry on its own. The common understanding is that the industry is only going to get bigger as the consumers become more and more aware and discerning.
With the world shrinking, and India being viewed as the next big economy with expendable funds, global events are now pegged to be regular events in the country. True, they will undergo some teething problems, but the industry will grow overall.
There was a time when students used to get into gigs without any professional education or training, since there was no training available! Not anymore. For over a decade now, institutes have formalised the course and experts have a huge bank of experience to rely on to impart training to young aspirants. Consequently, if you pursue a course in the field, you will have an edge over the others.
Pursuing a course will also open up several avenues to work on live events and learn the ropes on the job, as part of the course training. Nothing can get better than seeing your theory education come to life at such events, even while you are pursuing the course.
Several kinds of courses are available, including diplomas and postgraduate courses. The minimum eligibility for a diploma courses in passing class 12 in any stream, where as for postgraduate courses the eligibility is having a bachelor’s degree in any stream. There is a lot of flexibility available in terms of time, since there are part time as well as full time courses available. The key factor, however that drives the candidate is the hands-on experience he or she gains by working on live events. The interns from institutes are always made to work at the lowest wrung, which exposes them to the reality behind all the glamour.
As mentioned earlier, you do not actually need a professional degree to work in this field. Many work in the unorganised sector without a qualification, including housewives foraying into theme parties and wedding events. Even then, some of them find the need to take up a professional course to enhance their knowledge and understanding.
Institutes in Mumbai:
Suhit Sheth / FYBA student
I have been planning events and trips for friends and family for over two years now, and each time, I come home satisfied with the work as well as the compliments. Owing to this a cousin suggested I look into event management as a career option, after which I researched a bit on my own.
I want to pursue a postgraduate course in events, but do you think I can set up on my own immediately after? Or should I work for a bit and then think of branching out on my own? My family is willing to loan me the capital.
Professional Meghna Shah answers: It seems to be very motivating to have a dream to start on your own, especially since you can handle many responsibilities. I am happy that you are already thinking in concrete terms about your career, and you know what you want to do. I do feel that don’t make the decision just yet, keep your options open. When you join a course in events, you will be exposed to the work culture as well as the working hours and the concentration and networking needed to keep afloat as a company. Only then make your decision regarding working or setting up your own outfit. Until then, I suggest keep organising for friends and family and build a network of loyalists who will recommend your work to others.
Ankit Garg / Pursuing his diploma
With the programme that I am pursuing, not only am I gaining a lot of expertise in terms of leaning from experts as to how to go about things and what goes into an event, but I am also gaining practical experience with live events. In fact, it is a very humbling experience as well, since I am an only son for whom my parents are willing to loan out the capital for a business, and yet, at events, sometimes, all I am doing is carrying trays of water!
I have no choice but to do it, not for the money, but for the certificate it offers. I have struggled a lot over it, and my teachers and programme head have sat me down and counselled me about the fact that I need these experiences before I start on my own, so I just need to take it all in my stride and go with the flow.
Yet, I know it has helped me to understand what goes on behind the scenes, and now I know that the elves, who I thought were working invisibly, are the interns who are working to gain knowledge. These experiences have been eye-opening ones, and I now know that I will treat the interns with much more respect in future.
Meghna Shah / Party organiser
If you love the work, you will stick on, no matter what the challenges. You see, an upcoming event management company recently lost a huge sum of money due to government considerations on an event involving a well known stand up comedian, but all they can do after a point is stand up and start working again.
Managing stress goes with the game, and at some point or the other, everyone has to do it. No event manager will ever claim he or she does not have stress! There are, however, a few steps in the planning process, which may help reduce the stress to the minimum. Set working hours and a daily schedule: Easier said than done. But you can try. Apart from the day of the actual event, you can try and regularise your life within a healthy working time frame. Also, don’t try to remember everything, use a planner and note everything down. It helps! Do the most difficult task first: Create your task list and start checking off the least favourite ones. Once these tasks are out of the way it will feel a lot less burdensome to accomplish the other things on the list. Don’t fret over things you cannot control such as the weather or traffic conditions. Creating alternative plans will help.
Event management is about organising events according to a particular brief provided by the client, and the within a given budget. The size can vary, but it needs to be professionally organised with minimum glitches. Even if you take a look around, you will be able to tell the different kinds of events happening in the industry. There are numerous reality shows, stage events and recurring events, not to mention seminars, conferences and weddings! There is no way that the buzz around all these is going to die out. The event manager has to conceptualise, plan, budget, organise and execute the plans.
Few institutes offer specialised training for this industry, but with growing awareness on the opportunities, the number is likely to grow. The management of events demands coordination with many parties to culminate into one huge success. Whether it is pitching for the event, planning or execution, the event managers are the ones in charge. A few companies are large enough to hire marketing personnel, but mostly the industry is about gaining hands on experience, which goes a long way in the industry.
In this field, remuneration variations are so vast, that it is difficult to put down a number! Remunerations vary with the type and size of event, the budget of the event, company policies, the level of experience of the candidate and so on. Sometimes, even institute interns earn an average of Rs. 500 a day for an event apart from food and beverages. A trainee can get around Rs. 18,000 a month. From here, salaries depend on the company one is working for. A freelancer’s income depends on the event he or she handles.
