The local events sector could develop and achieve more if stakeholders do not continue to regard it as just a provider of support services to the tourism and hospitality industry. This was said by Gweru-based events professional, Farirai Nandipa Muregi-Mabodza (MM) in a recent interview with Business Events (BE). We bring you her views on this and other issues in the following full interview.
BE: Who is Farirai Nandipa Muregi-Mabodza?
MM: Farirai Nandipa Muregi-Mabodza is a businesswoman, wife and mother of three. I am an events professional based in Gweru and Director of Farirai Nandipa Events (Pvt) Ltd. Last year I founded the Institute of Events Professionals in Zimbabwe (IEFZ). Recently I was accredited by the International Association of Exhibitions & Events (IAEE) with the Certified in Exhibition Management (CEM) designation.
BE: You’re a finance expert having studied for a B.Com degree in Business Management majoring in Finance. How did you end up being a passionate events professional?
MM: I wouldn’t say I’m a finance expert mostly because the degree programme was option B as there was no Events Management degree in Zimbabwe at the time. So as soon as I graduated, I moved to South Africa and looked for work in the weddings industry. With my first job being a waitress, a lady I met in South Africa advised me that (being a waitress) would be the best place to start a career in events.
Then I worked under The Bridal Room in Brooklyn, Pretoria, as their bookkeeper and I eventually got into bridal consultancy. That is when it all really started when I was given the opportunity to market and distribute bridal wear in Zimbabwe under Mori Lee Africa and Enzoani Africa. From working with brides I then realised that this was what I really wanted to do.
BE: You founded the Institute of Events Professionals in Zimbabwe (IEPZ) last year and involve yourself very actively in regional event bodies like the Association of African Exhibition Organisers (AAXO). How important are these professional and business bodies in the development of the events industry in Zimbabwe?
MM: Being a member of the AAXO has really been a great part of my journey. The amount of support they give members is something I wish for our industry in Zimbabwe. Support is in the form of training, access to resources, networking with other professionals and so on. Professionals in sectors that have professional bodies are easily recognised and their work is acknowledged on various platforms.
For the events industry, we are yet to get there, it’s painful to hear statements like “vanhu vema events hamuna kurongeka (you events people are not organised) yet it’s (events) someone’s full-time career. This happens when to professionals do not align themselves to a set code of conduct, which is what is offered by professional and business bodies.
BE: Last year you got a global scholarship and part of the mandate of the professionals’ body you founded is the training of professionals. How important is training in the planning, execution and management of events?
MM: Last year’s opportunity was a turning point in my career. I am now Certified in Exhibitions Management (CEM) with the International Association of Exhibitions & Events (IAEE). In as much as anyone can say they can plan an event, there is a level of training that is needed when one is doing it professionally.
Before the scholarship, I was pretty confident that I knew what I was doing. But when I was thrown into a pool of regional and international events professionals, I realised that I, in actual fact, did not know anything. One may google how-to guide and templates on events planning and management but at the end of the day, one needs some sort of training to back themselves up.
Even if one’s work is a gift, one needs some sort of training for them to be able to reach their full potential. Even if you are a baker, a masterclass or two will unlock something and push you to another level.
BE: You are a family woman and a business person who runs your events company, the Midlands Weddings & Events Show and the IEPZ. How do you balance all these?
MM: Some days are tough (and) some are not so bad. Balancing it out means having longer days. Office hours resume after everyone has gone to bed. But all in all, a supportive husband and family that share in my vision and dream are the main reason it all balances out.
BE: What challenges have you encountered in your journey as an events professional so far and how have you overcome them?
MM: Access to finance. Starting out, it was difficult to access finance as a small business. The times I managed to get finance the rates were too high and were not sustainable. In the end, I have now resorted to borrowing within the family, it’s interest-free.
Access to information was another challenge – not much information is readily available, or the individuals that have to assist you do not have enough information. It is still a challenge so one has to research fully.
Being a small player means the bigger jobs are difficult to come by. I have applied for tenders where I would be against such companies as Tsego but I always tell myself that it’s a learning experience, even if I don’t get the job, I’d have learnt a thing or two.
BE: In your view, how is the state of the events sector in Zimbabwe and how do you think it can be taken from where it is to the desired level?
MM: The events sector in Zimbabwe is a very active sector. Our major problem is that most players are small & operating from home so we are not really considered to be formal businesses. When we want to register, we are not even on the service providers list, instead we fall under the “Other” category under Tourism. Given a chance, I feel that we can really show what we are capable of.
To get us to the desired level I think we should be recognised as a separate sector. That way it is easier to identify us instead of being referred to as supporting services to the tourism and hospitality sector. It would also be easier to assist us where we need help. When Covid-19 happened we were one of the most affected businesses as, without gatherings, we cannot work. But no help came to the support services as our presence was swallowed by the bigger giants in the tourism & hospitality industry.
BE: Some tertiary institutions like the Chinhoyi University of Technology are now offering a degree programme in Events Management. How important is this and how do you think this is going to advance Zimbabwe’s events industry?
MM: It’s now great that tertiary institutions are now offering Events Management as a degree and not just a module within a programme. It is going to advance the Zimbabwe events industry because this shows that events management is now being considered to be a formal profession, whereas before it was taken as an informal job.
BE: What is your message to other young female business people?
MM: To focus, believe in yourself and never let anyone bring you down by telling you that what you want to do is not for you.
BE: Thank you.