Kazakhstan has exceptional diversity and large mineral reserves. The opinion even appeared in everyday life that its inhabitants “walk according to the periodic table.” As a result of this, over the past ten years Kazakhstan has become very rich and developed. The number of medium and large businesses is increasing, so the market for organizing events, and especially corporate events, is growing significantly.
We decided to conduct our own investigation and ask questions to a direct participant in this market, a businessman, and, more recently, the head of the newly opened division of the Evenum Premo agency in Kazakhstan, Almas Dzhunuspayev.
Hello Almas!
- Salam.
Tell us about yourself: how many years have you been in the event business, how did you get there and what did you do before?
— I’ve been in the event business since 2008. It all started with the organization of large open-air dances in Astana. While working in a financial company, at the same time I was doing what I had always liked since I was a student - organizing events, mainly parties for young people. In general, I was bored sitting in one place all day and looking at the same tables, only with different numbers. Subsequently, I decided to take a step aside and receive additional comprehensive education in marketing, PR and advertising. So I did, and then I began to look for a job that I could do for pleasure, that is, doing events. At that time, there were no large full-cycle event agencies in Astana, and for some time I worked in the promotion of shopping centers. I liked it: working in malls, I realized even more that I like organizing events, completely different in theme and spirit.
Years later, I was faced with the question: move on. After thinking about it, I took the plunge, quit my full-time job and began taking steps towards running my own events business.
What do you think is the main difference between Russian event market from Kazakh? The price of events, mentality, maybe some other factors?
— This is a serious question, the answer to which will take a lot of time, but in general I will say that there is definitely a difference. Firstly, different culture and mentality, different event formats and price tags. In Kazakhstan, we are reluctant to spend money on corporate events, but we love lavish weddings and anniversaries. If we compare the scale of the events, the difference is small, since in recent years a sufficient number of large events have been and are being held in Kazakhstan: both business, sports, and entertainment.
How much does it cost to do an event? Cheaper/more expensive than in Russia?
— To say how much an event costs, it is important to clarify the format and number of people, but in general it is cheaper than in Moscow. Although, we are ready to spend hundreds of thousands of dollars on weddings. In Astana, the price for corporate events ranges from 20,000 tenge (4,300 rubles) per person and above.
What is the main problem event market in Kazakhstan, what do you think?
— Stereotypes are most likely the biggest problem, the fear of trying something new and different. People immediately have questions and doubts if you offer something unusual. At the beginning they seem to agree, but then everything comes down to banality. Therefore, many events are quite boring and ordinary.
What celebrities do you usually invite? In your memory, who was the coolest?
— Celebrity is also one of the stereotypes. The cooler the star, the cooler the event. The coolest thing you can't name. Everyone was in Kazakhstan. Many stars love our country because the budgets are large and the artists’ fees are generous. In memory: Black Eyed Peace, Ne Yo, Jennifer Lopez, Craig David, Kanye West etc.
What corporate topics are trending now? For example, we have The Great Gatsby. What about you? Are there any differences or do you also follow global trends? Maybe a national theme?
— As far as I know, Gatsby’s style is also in trend, there are no particular differences in this regard, we do everything that is fashionable and in demand in the world. Globalization after all.
Recently, President Putin said that state-owned companies spend budget money on corporate events, but in his time they chipped in and organized themselves. How does Nursultan Nazarbayev feel about corporate holidays at the expense of the budget?
— A couple of years ago in our country there were also bans and restrictions on corporate events in the state. authorities and national companies, especially after any sad events, but now it’s somehow calm in this regard, there are no restrictions. If the company's budget allows, then they do everything they planned.
Future event`ov in Kazakhstan?
— The future of events depends on the stability and prosperity of our country, and at the moment the country is developing quite quickly and I think the event industry will experience positive changes associated with the arrival of new event organizing companies, such as EP. Accordingly, local companies will try and focus on the benchmark, which will entail the strengthening of this market sector.
Good luck in developing the event business in your vast territory!
— Sau bolynyz!
Author: Ivan Gorinov, Eventum Premo
Source: https://event.ru/interviews/event-biznes-v-kazahstane/
