Being versatile is the only method of survival in our corporate cutthroat world. Event Managers and Event Planners always need to be on the look out for what is trending, search for the innovative factor that will give the edge over competitors and find ways in which to drive company inspiration and creativity forward while gaining both corporate and public respect. As an Event Manager, Planner or Coordinator, the key is always to ensure that the blinkers have been removed and you are open to thinking outside the box, disregarding all and any limitations. Always remember to be open to cultural variety and incorporate this into your Event Management business with understanding and objectivity in order to widen your audience and increase your business.

The UK, with the Olympics, Paralympics, London Festival, Liverpool Biennial, Cardiff festival and several other events, is truly celebrating its ethnic affiliations and cultural diversity. Event companies and Event Planners need to ensure that they are embracing the very same. Afro-Caribbean weddings, Jewish horas and bar mitzvahs along with civil weddings and Hindu celebrations to mention just a few of the customs from around the world, are now all part and parcel of the UK’s developing cultural scene.

Cultural Integration

Word of mouth is the best reputation builder of all. Many communities will often stick together so establishing yourself as a reputable events company, Event Planner or Wedding Planner with them, will definitely be good for business.

Don’t Unintentionally Discriminate

Understand your customers in order to connect with them. You probably don’t intend to be discriminatory by any means but by merely not having done sufficient research on ethnic events and weddings may lead to potential clients going else where for business. While you might be perfectly capable of holding such an event, not being confident with what is involved, will not leave the client feeling convinced that they want to invest their money with you. It’s nothing against you personally but people want to know that their wedding ceremony, bar mitzvah or diwali celebration is in good hands and all details will be taken care of. Your clients should be able to rely on you for inspiration, not the other
way round. Any event needs to be two-sided process involving the coming together of the client’s personal preferences and the Event Planner’s professional experience and knowhow! Imagine if you walked into Spa and the attendant told you that they have never offered a particular before but they could give it a go…wouldn’t leave you feeling very confident, would it!

Go Global

If you are serious about making a successful career out of events then you need to keep an open mind and never limit the scope of your creativity. I mean, why limit your potential success!

It doesn’t matter if you are not Asian, Caribbean, Latin or Jewish, simply understanding how certain countries celebrate and what to expect will increase business opportunity. Remember that the community in which you live is in made up of many beliefs, traditions, culinary differences and backgrounds. For a Wedding Planner, it is just the same…. remember that the UK has a strong ethnic diversity and you will need to be able to offer religious, non-religious, African, Indian and other types of cultural wedding celebrations. With many intercultural marriages now taking place, you may even be called on to delicately mix elements of one religion or culture with another.

Why not celebrate your cultural diversity too!


Following a University degree and a drastic career move, Fiona Warren-Bassett soon found herself rapidly moving forward in the events and PR world. Enjoying the change of direction, Fiona went on to further her Event Management experience, spending 6 years working for a renowned cruise line company. Having travelled extensively and been actively involved in many events and weddings, Fiona has since returned to land and has successfully launched her freelance writing and PR career.
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