Events: Steven Wood Schmader

 

Over the last decade events have become big business in the UAE. Whether it's a pop concert, an industry sector annual meeting or a cultural festival, the Emirates is fast gaining recognition as an all year round exhibition and event centre. At Event 360, which took place, this week, the industry's elite came together to share ideas on how events should be organised in the future. Steven Wood Schmader, the President and CEO of the

International Festivals & Events Association (IFEA ) spoke to Emirates Business.

Are there any rules that people should follow when planning an event?

The thing that keeps our industry afloat is how creative we are. But one of the key things I tell people is that the event has to match the audience's interests. My advice is to have events that appeal to the community if it doesn't then it will not have the support and passion of the people, businesses and media.

How has the organisation of events changed over the years?

There is a lot more professionalism today than there was a few years ago. People used to organise events in their spare time to celebrate something – there were no regulations like there are today. There are now 300-degree courses in event management in the US, which tells you something. Added to this is accessibility and the fact that the media can now transmit events around the world.

We are seeing amazing ideas with a long thought process and we are learning best practices. There is a saying in the industry that if you take my idea just make it better so I can take it back.

What are the key elements that make a successful festival or event?

It depends on what you are doing. It starts with a person who is concentrating on that event programme and what is going to happen. They will conduct a feasibility study to establish what they want to do and facilitate their needs. Really, it is all about doing your homework.

The bottom line is that the audience wants quality and value for money, if you get these two elements right then you are on your way.

What will be the new innovations and changes to festivals and events in the future?

I think it's an ongoing process but opportunities like this [Event 360] where people get together and share ideas is great. What I get most out of my job is travelling to different places and picking up ideas. I think one thing we will see are more daring ideas.

What makes a good venue?

The more facilities a city has, the better. Sometimes organisers purposefully choose a venue that is out of the box like the side of a building and that can also work really well. But the fundamental thing about a venue is its basic facilities. What we rely on is the support of those around us and its best when cities have the regulations in place to make sure we are doing things well and of course safely. Safety is one thing that has improved a lot in the events industry over the years.