Farai Chakabuda
As the world celebrates International Women’s Month, one notes the role and contribution of women across various spheres throughout the world. The role and contribution of women in society, politics, business, sub-communities and family is very significant and has been duly endorsed by progressive governments throughout the world.
As the traditional woman has evolved into a modern 21st Century professional, she has been trained in technical, service and creative industries and has adopted careers in these sectors which were traditionally male-dominated. The adoption of careers in creative industries is evident in the event management industry throughout Zimbabwe. The development of Zimbabwe’s event management industry has been exponential. Since 2002, the industry has manifested itself in six sectors namely equipment and utility hire, food and beverages, bridal services, venue and recreational facilities, event design and decor, event planning, co-ordination and implementation.
Between the years 2014 and 2018, the industry comprised 65 percent of women eventprenuers (entrepreneurs in the events sector) or event practitioners in the following sectors: event equipment hire, event design and décor, outside catering services and bridal Services.
The rise of women in the events industry was mainly attributable to access to capital to start businesses and to import event products. Additionally, the profitability of the sector also attracted entrepreneurs to the industry. As the industry grew, it is estimated that by 2019, 75 to 85 percent of the players in the industry were women. The growth of the events industry and sectors under it resulted in the standardisation in event pricing and event service delivery.
The growth of the event management industry during the years 2006 to 2009 resulted in the inaugural Event Management Conference, which was held on the 13 September 2009. The conference was attended by 20 female event practitioners. This paved the way for the formation of an event association, the Zimbabwe Event Management Association (ZEMA), and the drafting of a constitution for the organisation by Edith Utete, a legal practitioner. Due to the post-dollarisation challenges of 2014/15, ZEMA became dormant over the following years. The inaugural Event Management Conference sparked interest in the event management industry and marked the basis for the beginning of cohesion in the industry.
During the years 2012 to 2017, event networking platforms and clubs emerged amongst various industry event practitioners and eventpreneurs. It is important to note that prior to the registration of the Institute of Events Professionals in Zimbabwe (IEPZ) by Gweru-based Farirai Mabodza last year and the formation of the Godfrey Mavankeni-led National Association of Agricultural Societies of Zimbabwe (NAASSZ) in 2017, no formal event clubs, associations or societies had been registered in the country.
From 2017 onwards further growth of The Event Management Industry in Zimbabwe was witnessed. This saw the emergence and growth of other sectors within the industry. These include exhibition and expo management, sport event management, event marketing and promotions, conference planning, event entertainment, event creation, and event tourism.
The event management industry has contributed to the creation of employment by established event practitioners who employ other young women. These women take up job positions such as event co-ordinators, event stylists, venue managers and event decorators.
The rise of the event management industry in Zimbabwe has led to industry experts developing on-going training programmes in various disciplines of event management. These include event administration, event sponsorship and event production among others. Realising the training gap in the local events management industry, the Chinhoyi University of Technology (CUT) introduced a BSc (Honours) in Event Management Degree in 2019, which will complement the existing training programmes.
Some of the women who have distinguished themselves in the event management industry include Mukta Cardozo of African Incentive, Patronella Tshatedi of Elysian Event Productions, Stella Nkomo of the Zimbabwe International Trade Fair Company, Makie Mbanje of Showcase It, Fact Jeke and Emma Borerwe of Eternity Brands and Events and many others.
Notwithstanding the growth of the industry, women in the sector continue to face a number of challenges. These include the lack of a governing body for the event management industry. The body would be the go-to organisation for compliance issues, policies and procedures in the industry. It would be an umbrella organisation for all event practitioners, event suppliers and event service providers. It would be a watchdog for compliance issues to ensure service providers in various event sectors are certified according to specific training programmes which may be affiliated with international event associations or institutions.
Female players in the industry are also beset by the lack of access to tailor-made affordable financing options to enable them to acquire event products, equipment and utilities. The absence of a professional networking events club, where event practitioners, event suppliers and other stakeholders can meet to discuss and exchange ideas in a conducive environment, is another challenge.
If these challenges are tackled, Zimbabwe could host many regional and international events. This would see the industry contributing meaningfully to the country’s gross domestic product (GDP). It would enable the industry to develop more event venues, recreational facilities and accommodation facilities.
Farai Chakabuda is an events professional who owns and runs ZimEvents Exhibitions and Events. Her company organises the annual Zim Cake Expo and other events.