The number of event managers operating in the market has swelled over the last few years, or so it seems. This implies the clients who give them regular business are also there in a large number. There must be various reasons why more and more people are outsourcing the responsibility of arranging events of different types.

Atif Memon, an official of the Indus Motors, says "a corporate has resources but is short of time and expertise to manage events. Therefore, it hires event managers but only after a rigorous screening process."

Referring to the recent launch of a car by Indus Motors, he says there were 40 people from the event management company that they had hired. They were performing different tasks whereas he was the only representative from the company looking after the event.

Atif says since they are wary of cheaters and incompetent service providers they adopt a long process to make their selection. Different companies are asked to pitch ideas and make presentations. Once this is done, the cost factor is also taken into account but not at the cost of quality of service and repute of the company. He says sometimes companies also take the responsibility of media coverage. It depends on the need and choices one has.

Haroon Akram, a government servant based in Lahore, shares how he placed an advertisement about an awards-giving ceremony in the newspaper and asked for quotations from event managers. "The response was highly encouraging and event managers from different cities sent their quotations. The services they offered included sending invitations to guests, making travel arrangements, arranging boarding and lodging for them, venue development, marketing the event, etc."

As it was a high-profile event to be attended by political elite of the country, one or two event managers also offered to arrange corporate sponsorships for the event, he adds.

Counting benefits of involving event managers, he says "it spares their human recourse from all the hassle, cuts cost on stationery and courier services, helps avoid mess-up in the presence of backup arrangements and what not."

Shahid Musa, a publisher based in Lahore, fully supports the idea of engaging event management companies to hold events. "For example," he says, "at a wedding ceremony close relatives are not supposed to eat anything till all the guests are served. Traditionally, they are the ones responsible for looking after the guests. But in the presence of a competent event manager, they can enjoy the event to the maximum and join other guests.

Shahid has partnered with service providers and on occasions designed and printed wedding invitation cards. He says he does not have to attend phone calls all the day or handle arrogant customers. The reason is simple; the point of contact for clients is only the event manager who takes all the responsibility.

He believes a good event manager should be ready to hear demand of any type from his customer and try to fulfill if it is realistic. He gives example of clients who want female photographers and video camera operators to shoot at the place where women guests are accommodated. This has also opened a window of opportunity for women who can join this field.

Shahid believes the condition imposed by the Punjab government to finish wedding functions by 10 pm has given boost to the business of event management.