Bushra Shaikh says, “Be it a wedding, birthday party, or corporate event, every occasion needs to be celebrated exceptionally well. The venue, decoration, photography, and food must be top-notch without digging a hole in your pocket.” Well, if you find it difficult to chalk out a list of some event management companies, Storiyaan has your back! We have the journey of someone who decided to try her hands in the field of events and after a lot of trials and errors, she is now the Head of Operations at “Lateral Events”.
Bushra Shaikh started out as an intern with just a salary of Rs. 3000 per month. After coming face to face with many challenges and dealing with international clients, Bushra became the Head of the Production department with some of their major clients including Amazon, Voot, Jubliant Food, and many more.
Hop on to know what challenges she faces as an events manager and what it takes to be one, in this conversation with Storiyaan
BUSHRA SHAIKH- AN EVENTFUL JOURNEY
Interview
Questions and answers
What has been the most daunting phase of your career as an Events Manager?
We did an event for Sunburn in Hyderabad and I went alone for that project. We had multiple projects going on at that time and I remember getting stranded at the venue which was far off from the city where there was no Ola or an auto. As it had become late, I remember taking help from the tractor’s driver who was loading my stuff to drop me off at a place where I could find transportation back to the hotel. It was scary as I was alone in a truck with unknown men. Clutching onto the pepper spray tightly, making sure my job was done, and getting home safely has to be the most daunting experience so far.
What personality traits, skills, and education do you think all event planners must have?
I personally don’t believe you need to have a certain event management degree to be able to get into this field. All you need is a very extroverted personality, truckloads of street smart skills, and the ability to bargain and seal the deal. Because every little step has vendors involved and negotiations. When you are into events you deal with not just one main client, but all the other vendors that come on board for every little thing.
Tell us about your most successful event so far and what turned out to be the game-changer for it?
The most successful event so far was the first destination wedding that we planned as it was our very first project in the field of weddings and destinations. New city, new vendors, new experience but the success of the event was beyond what we could have imagined. Through that wedding, we ended up having 4 more wedding inquiries amongst which two worked out and we’ve substantially been growing via word of mouth in the wedding market.
What steps do you take to handle last-minute or unexpected setbacks before and during an event?
We’ve always believed that there is no such word in the dictionary of events that says “Not possible”. We are always prepared to have a plan B ready in case anything goes wrong. If not then we have to find a solution there itself. For instance, our emcee at one of our Sangeet events did not show up. At the last minute we tried to find another one and when it didn’t work out, I ended up emceeing for the night.
Tell us about stepping into the new vertical of corporate gifting and how have you taken it?
Our new vertical has really helped us in being able to associate with some of the very reputed companies like Amazon, Jubliant, Voot, etc, and understand the intensity and work opportunities that the corporate has to offer. Especially at the time of the pandemic co-operate gifting has kept us busy and going. And by God’s grace, we’ve never been out of work. Today we have a contact list of almost everything one would need to source things.
What are some of the things people should expect from you if they hire you for planning an event?
For us, client servicing comes first. Our main aim has always been having to be able to maintain the best relations with our clients even post the project. And when it comes to weddings we practically become a part of their family, and not once there has been a client who hasn’t made us an equal part of their ceremonies. It just motivates us to do our best and make the day a memorable one!
What is your general game plan for an event going over the budget?
To be able to do justice to the extra budget that has been spent and give more deliverables than promised, to make it feel like it was all worth it.