People looking into the events organising sector from the outside tend to think it’s something they can easily get cracking with and set up from zero to profit in no time. Some of the thinking which drives this fallacy is the fact that a lot of housewives start what go on to be rather successful catering businesses, a phenomenon which is sweeping across many of the English speaking countries, from the UK and the US all the way to the likes of New Zealand, Australia and South Africa.
To associate the success housewives are having with their catering businesses with a general easiness with which the business itself is operated really is a fallacy as it takes a lot more than just buying or renting catering equipment and then spreading the word that you offer such catering services. It’s not easy at all and if you think it’s all about the equipment and advertising, you’re really missing what it’s all about.
It’s all about the pulling power of the event itself. After all, every event organiser could take their pick from a number of different catering service providers to cover their event, but if the event itself doesn’t have that one thing which pulls the crowds in, nothing else really matters. But what exactly gives events their pulling power?
If you take into account an event such as the annual Cheltenham Festival, it’s a horse racing event on which races bettors can take a chance while sitting in the comfort of their own homes, through online betting platforms such as Bet365 and the likes. Horse racing betting of this sort happens all the time and is already huge business, yet when the likes of the Cheltenham come along, many remote bettors leave their homes, dress up to the nines and go to the race course for a physical experience of the races. Why is that?
It’s all about the lasting value those in attendance can come away with and this value can present itself in a number of different forms. The idea is that everybody who attends an event such as this has ample opportunity to come away with an experience which they can’t quite tap into any other time they’d like and that’s essentially what gives events their pulling-power.
To the socialite who loves to mingle with many different people and even meet new people, what better platform do they have than an event such as the Cheltenham Festival? And while the socialite comes away from such an event satisfied only with the opportunities it presents, the avid horse racing enthusiast also comes away from the exact same event with a certain degree of satisfaction at the ample opportunity they were afforded to potentially win themselves quite a handsome sum of money.
So when it comes to the basics of events organisation, it’s in a sense something like a buffet of different experiences which must be the aim so that different types of people in attendance can all walk away with what they perceive to be lasting value, or at the very least ample opportunity to extract what they perceive to be lasting value out of the event.