Meet Jayden, a dynamic entrepreneur in the events management industry, specialising in creating immersive and unforgettable experiences. With expertise spanning event fabrication, conference management, and furniture rental, he brings visions to life with precision and creativity.
From vibrant food stations and lively carnivals to bespoke backdrops and stage setups, Jayden ensures every detail is meticulously crafted to elevate any occasion. His passion for delivering seamless and engaging events has made him a trusted name in the industry.
What inspired you to start an events management business, and how did you develop your expertise in this field?
Basically, I started as a magician, performing at different parties. Over time, parents began asking me what other services I provided, so I started adding services like face painting and balloon sculpting. From there, I began managing talents to ensure smooth coordination for the parties.
As we started getting more corporate events, we expanded further by adding our own items and hiring part-timers. Over time, I adapted and learned how to manage everything efficiently to ensure that every event runs smoothly.
Your business covers a wide range of services, from ‘live’ food stations and carnivals to conference management and event fabrication. How do you ensure smooth execution across such diverse offerings?
As we grew and expanded our services, we needed to increase our manpower. We hired a team to help run different kinds of events. We have an operations team that ensures smooth delivery and setup, while our fabrication team handles carpentry work.
My partner and I focus on brainstorming ideas, designing, and selling to customers, while the operations team executes the plans. Expanding our team allows us to ensure that everything runs smoothly.
What has been the most challenging event you have managed so far, and how did you overcome the obstacles?
One of the most challenging events was for an online shopping platform. During Double 11, the atmosphere in their office is like preparing for war, with a lot of decorations to motivate their staff. The lead time was very short, so we had to plan, design, and print everything quickly.
Additionally, their team had many last-minute changes, so we had to ensure everything was ready before setup and delivery. Their office at the time was in an old building with small cargo lifts, while the items they ordered were very large.
We had to transfer items from a big lift to a small one multiple times, which was very time-consuming. Some machines couldn’t fit in the lift, so we had to dismantle them on the spot, transport them upstairs, and reassemble them. It was a challenging experience, but we managed to execute everything smoothly.
We don’t want our staff to arrive at the last minute, as that would create unnecessary stress for our clients. Some clients get very anxious when even one item is delayed, as it can disrupt the entire event experience.
The event industry is highly competitive. What sets your company apart from other event management firms in Singapore?
Ultimately, event management is a service industry, so providing a great event experience for our clients is our main focus. Some clients have told us that their previous event organisers missed out on details or failed to deliver properly.
We work hard to prevent such issues from happening. Our service is one of the best because we emphasise smooth communication with customers. We ensure our delivery arrives one to two hours before the event, and our staff arrives at least 30 minutes early to set up.
We don’t want our staff to arrive at the last minute, as that would create unnecessary stress for our clients. Some clients get very anxious when even one item is delayed, as it can disrupt the entire event experience.
What sets us apart is our attention to small details and ensuring a seamless event experience. Every company can provide food stations or arcade machines, but we stand out by offering top-tier service.
Can you share a memorable event that you and your team executed, and what made it special?
One memorable event involved fabricating a backdrop with a bell and a hidden drink dispenser. The lead time was very short, so we had to quickly source materials and come up with a design for fabrication.
Another memorable event was the one I mentioned earlier. It was very stressful, but it was also rewarding because we had to think on the spot to solve logistical challenges without affecting the overall experience. These two events stand out the most for me.
With the rise of digital and hybrid events, how do you see the future of event management evolving?
Many event companies moved online during COVID-19, offering virtual events where people could experience an event from home. However, virtual events lack human interaction and personal touch, which are key aspects of event experiences.
I don’t think digital events will replace ‘live’ events. Events are about people coming together, and digital platforms cannot fully replicate that experience.
Instead, I see digitalisation playing a bigger role in improving internal operations, such as streamlining processes through online platforms. But when it comes to the event experience itself, human connection will always be irreplaceable.
What are your future plans for your business, such as to expand regionally or into new event segments?
Yes, we are planning to expand into the Indonesian market. I have a friend in Indonesia who is interested in bringing our company there. I’ve noticed that some brands are not that famous in their home countries, but when they expand overseas, they suddenly gain recognition.
Since our company is based in Singapore, Indonesian clients might find us more trustworthy. This is a great opportunity for us to expand internationally and strengthen our branding. We’ve been discussing this plan, and hopefully, by next year, we can enter the Indonesian market.
Where do you see yourself and what’s your vision for Singapore in the next five years?
I envision myself continuing to build a strong base of repeat customers. If we can achieve an 80–90% return rate, it means we are providing excellent service.
Our goal is not just about the equipment or food stations we offer but about ensuring a great overall event experience. If we reach that level of customer retention, it will prove that we stand out because of our service.
As for Singapore’s future… I’ll leave that to the Prime Minister!
Connect with Jayden: CarnivalEmpire, Facebook and TikTok.
