Going places with successful events

Dubai: It was seven years ago when Biju Jayaraaj realised he was in the wrong profession. An automobile salesman at the time, Jayaraaj wanted to get into business on his own, specifically in event planning and management.

"I was in the automotive market for a long time — I just didn't want to be there," he told Gulf News. Having decided to make an exit from selling cars, Jayaraaj did not lose time in launching Artaaj as an event planning company. This he did in partnership with a colleague, Jaya Java.

With funds being tight to warrant an office of its own, Jayaraaj operated Artaaj from his apartment in Bur Dubai at first. Today, seven years later, the company has a track record of more than 1,000 events and promotions, a staff of more than 30 and two offices — in Dubai and Abu Dhabi.

While their first event only made Dh3,000, Jayaraaj said the company's current line-up of projects could cost anywhere between Dh50,000 and Dh3 million.

Celebrities and entertainers from the region and the West have headlined events Artaaj has hosted. There was one involving the Spanish singer Enrique Iglesias who performed before a select audience of 500 and charged a princely Dh1 million for his efforts.

But when the recession hit last year, the local events and exhibitions sector also felt the pain. While select exhibitions were still taking place, the events side of things were severely affected. Of late, however, a slight improvement in sentiment has started to emerge.

Jayaraaj was quick to place this in perspective: "Things are picking up, but people are cautious, [and] it's not like in previous years." "People's budgets have also come down," he said.

That has not stopped Jayaraaj from launching an ambitious marketing and promotional campaign for Artaaj's biggest event of the year — the Big Boys Toys show scheduled for November in Abu Dhabi,

Only in its second year, the four-day event is designed to showcase the latest and the best from around the world in bikes, off-road vehicles, technology, games and the fitness industry.

While exhibitors would have to shell out up to $20,000 (Dh73,436) for space at the event, Jayaraaj said the exhibition was "the cheapest and easiest way to do business".

He said instead of spending heavily on advertising and related marketing, companies taking part in the exhibition could reach out to a prospective client base of 60,000, and more people who are actually interested in such cutting-edge products. "You have more people who are inclined to buy — that's why they're there."

While the events planning business sounded like a lot of fun, Jayaraaj cautions that anything could go wrong at any time. "Whenever there's technology involved, you're always worried," he said. "But you live with it and get used to it."

Steady growth

Big Boys Toys will take place at the Abu Dhabi National Exhibitions Company. "Abu Dhabi is the place to be right now," said Jayaraaj. "The steady growth is happening there."

The events and exhibitions not only brought in money for the organisers, but for the emirate hosting them and the economy at large. "You have people flying in, staying at hotels and spending money in the country," he said.

According to Abu Dhabi National Exhibitions Company, hosted events could conceivably add Dh3.1 billion to the emirate's economy each year. It's estimated their economic impact could translate into a windfall of $8.44 billion over the next 10 years.

One just needs to look at what has been happening in Dubai to gauge the industry's potential. Events hosted by Dubai World Trade Centre attract more visitors each year, and recently the centre announced a 12 per cent increase in the half-yearly numbers compared to the same period last year.

Over the first six months, DWTC hosted nearly 59 exhibitions and conferences which collectively pulled in more than 630,000 visitors. For an economy that's still on the mend, those are indeed welcome numbers.

Tips: measure of success

• Measure your efforts. Results are not always purely in your hands, so focus on measuring your efforts. Continuously improve what you are doing and the results will follow.
• Put in your absolute best. If you do your best, work for yourself, and enjoy what you do, you will receive what's best for you.
• It's all about commitment. And commitment starts with punctuality.
• Don't put off until tomorrow. Whatever needs to be done, do it now, for tomorrow may bring on new opportunities.
• Humility. Treat even your most junior team member with the same respect as you would a million-dollar customer.
• Honesty. Always be honest, even if it means being point-blank blunt.