Where did it all begin for Currin’t Events and how did it become a family affair?

Our mother Janyce actually started in the events space with a company focused on golfing tours. Over time, her clients began requesting her expertise for a wider range of events beyond golf. This natural progression led her to establish Currin’t Events, after our family name ‘Currin,’ as a full-service event management company. 

My sister, Liane, joined the business before me, in 2001. Mom had a massive event when Liane had just finished Matric and was studying. She jumped in to lend a hand and essentially never left.

My own path was a little different. After finishing school, I spent two years overseas, then gained some corporate experience and completed my marketing studies. An opportunity arose at Currin’t Events and I saw it as a good chance to contribute from a sales and business development perspective, so I joined. 

To be honest, joining the family business wasn’t necessarily my grand plan – I loved the creative side of events from my marketing background, but it wasn’t my initial aspiration. It just kind of happened, but it has honestly been the best thing ever. The legacy aspect behind the business is something we deeply value.

Are there any particular moments or events that you feel most proud of, or perhaps ones that significantly shaped the direction of the company, especially in the early days?

I don’t know if there was one specific defining moment. I do believe what truly sets us apart, being a family business, is the infusion of those family values into everything we do. We genuinely treat our clients and suppliers with the same care and respect we would each other. 

In terms of specific events, while no single one shaped us entirely, there are definitely some that stand out due to their unique excitement and profile. For instance, managing Carolina Herrera’s visit to South Africa, Antonio Banderas’s visit, and assisting with the launch of Rihanna’s makeup brand, Fenty, in South Africa, were all incredibly pivotal and high-profile projects. These weren’t everyday opportunities and they came about through the strong client relationships we had built.

“There’s a lot of heart in our approach and I think that’s why we’ve cultivated such strong and lasting relationships. The personal touch that comes with being a family business is invaluable.”

So would you say that this unique approach – the care and ‘family vibe’ you bring to client and vendor relationships – is the glue that holds everything together?

Absolutely. Relationships are paramount, whether we’re talking about our suppliers or our clients. We simply couldn’t achieve what we do without the strong partnerships we have with our suppliers. Their understanding of our quality standards and the vision for our events is crucial. 

Similarly, our long-standing relationships with clients, some spanning over 14 years, is something we deeply cherish. These relationships allow us to truly understand our clients’ needs, their operational styles and their event objectives, including their ROI requirements. It’s the depth of these connections that makes all the difference.

Looking at the events industry as a whole, what significant changes have you noted over the past 25 years?

By far, the biggest game-changer has been technology. Back in the early 2000s, it was all about printed invites, manual check-ins and static presentations. Now we’ve got real-time data, mobile apps, AI-driven personalisation, as well as virtual and hybrid platforms that connect people globally. 

Interactive tools are everywhere and spreadsheets have given way to sophisticated event management software. Almost every single touchpoint of the event journey has been re-shaped and enhanced.

Is there a specific game plan that Currin’t Events brings to every event to ensure its success? What’s your ‘secret sauce,’ so to speak?

I would say our extensive experience is our secret sauce; it equips us with the insight to anticipate challenges, know exactly who to call for specific needs and proactively manage potential risks. Collectively, our management team brings over 60 years of combined experience to the table. This is invaluable. Coupled with our commitment to staying abreast of the latest trends and understanding what resonates with our clients, what works and what doesn’t, our experience truly sets us apart.

“Anyone can follow a checklist for an event and event management courses often emphasise them. However, a truly successful event is so much more complex than a list of tasks. It involves numerous layers and nuances. It’s our experience and deep knowledge that make the critical difference.”

What do you personally enjoy most about witnessing a successful event come to fruition?

I think it’s the fact that no two events are ever the same, which keeps the work incredibly exciting and dynamic. From the initial concept to seeing it all come to life, it never gets monotonous. Even after 18 years in this industry, I still get goosebumps and a real thrill, especially during large-scale events with numerous moving parts.

It’s so rewarding because you’ve poured months of planning into something that unfolds in a day or two. But the moment you see the expressions on people’s faces as they enter a space and experience what you’ve created for them – that feeling never gets old. You’re truly crafting something memorable.

What are you most proud of achieving over these past 25 years?

Simply being in business for 25 years is monumental in itself. The events industry is notoriously fickle. Even without considering the impact of COVID, we’ve seen countless companies enter and exit the market because it is a demanding and challenging field. I believe we are one of the longest-standing event agencies in South Africa and that’s a huge point of pride.

Is there a particular ‘dream event’ that you would absolutely love to host?

We’ve always had a wish list of clients that we aspired to work with and we’ve been fortunate enough to achieve that. Landing those bucket-list clients truly speaks to the quality and calibre of our work and has significantly raised our profile, showcasing the level of clients we partner with. As for a specific dream event, there isn’t one in particular that comes to mind, but we certainly continue to have a wish list of clients we’d be thrilled to collaborate with.

For someone starting out in the industry or aspiring to build a company like Currin’t Events, what advice would you offer?

Attention to detail is crucial. Events are incredibly detail-oriented. Building strong relationships with both suppliers and clients is equally important. And you must have a genuine passion for it because eventing is far from glamorous. It involves long hours, constant last-minute adjustments and unyielding deadlines. You need to be able to think on your feet and have contingency plans in place because you never know when things might go wrong or when changes are needed. 

What are you excited about in terms of innovation and new trends in the industry?

Without a doubt, the biggest trend across all industries right now is AI. It’s literally transforming the world and it’s fascinating to see how AI can enhance businesses. I don’t believe it’s meant to take over entirely; rather, working collaboratively with AI presents some truly exciting technological possibilities. Again, it’s about staying informed about these trends and exploring how they can be incorporated into our business to drive progress. 

“If you don’t adapt with the times, you won’t last 25 years in any industry.”

Looking ahead, what are your hopes and aspirations for the future of Currin’t Events?

At one point, I envisioned Currin’t Events as this massive global agency with a huge staff complement. However, the experience of COVID brought a different perspective and highlighted the importance of a healthy work-life balance. Now, I truly appreciate the way our business is structured. We’re a smaller, niche agency, focusing on targeted client events. We’re not trying to be everything to everyone and I think it’s vital to stay true to our values and not grow so large that we can no longer offer the same personalised service our clients currently value. 

Being one of the longest-standing event agencies in South Africa is a significant achievement and alongside that pride is a sense of excitement for the future. Looking ahead, we’re eager to see what the next 25 years will hold for Currin’t Events.