BIZTALK CEO INTERVIEW:
Oliver Lloyd and Stefano Ritella – Directors HLD Event Services
Oliver Lloyd and Stefano Ritella are co-founders of HLD Events, a
Shanghai-based company established in 2005 that specialises in
corporate events, exhibition management and associated business services.
What were your objectives when you set up the company, and how do you reevaluate these as an ongoing strategic process?
 OL: Primarily, to meet the changing level of demand in the Chinese market and provide high-quality event services to companies and clients. Organisations are looking for premium-quality events services here now, and we noticed a gap in the market. We attended some rather chaotic events – notably based around the first years of the F1 race and Tennis Masters Cup in Shanghai. There is an increasing number of international events being hosted in Shanghai, and we felt there was a need for a five-star events services company for corporate events. We did our research and spoke to many people with experience of working in China – and we didn’t launch the company until we were absolutely sure we were ready to deliver the levels of service we promise.
SR: Our core values from when we started still apply. We focus on high-quality services, promptness in responding and dealing with clients and suppliers and meticulous attention to detail. These values have helped the company grow, and now we are evaluating new opportunities for expansion – which means new locations, clients, suppliers and partners. We are continually looking to improve and build on our existing network.
Which recent events that you worked on provided the greatest challenges, and why?
OL: Each event presents its own unique challenges, but it is critical to always be prepared for the unexpected – having more than a Plan A is essential. I remember we were in the middle of one project, and a Singaporean company contacted us at very short notice about a major client event they needed support services for in Shanghai. They were very detail-oriented, and asked for a proposal for a 200-person, four-course awards dinner and entertainment. We worked all weekend to put the proposal together, and within 72 hours of the first contact we had signed an agreement. The event actually went very well, and the Singaporean company’s client has commended us personally.
SR: Another that really stands out was supporting a three-day meeting in Shanghai for the global union leaders of a Swedish manufacturing company. Though the meeting was in China, the interpreting languages were mostly European, including from English to Spanish, Italian, German, Swedish and French. We had just two months to source, hire and bring seven of the ten translators required to Shanghai – then brief each one and help them prepare for a highly technical conference. It was tricky to find, interview, contract and fly the right interpreters to Shanghai from Europe, arrange visas and coordinate all the conference materials in time. But we managed to find the best people for the job, and produced all the simultaneous on-site translations for the conference.
You have invested heavily into your website and online marketing. Why did you focus on these areas?
SR: The Internet is one of the best tools for getting messages out, and to reach a large number of potential clients and users of our services. It enables us to develop brand awareness and to reach companies outside of China. So we have invested a lot of time, effort and money into our website, and have reconfigured it several times and researched different marketing options to optimise its value to the business. We also monitor the online user statistics very closely.
OL: We get a lot of enquiries through our website. Our company is organised in such a way to be able to respond to inquiries within 12 hours time period. We get enquiries from all around the world. The Singaporean company we mentioned previously contacted us this way, so it brings us real business opportunities. Potential new suppliers and job candidates also approach us via our website.
What trends are you noticing in the corporate events industry, in Shanghai and across China?
OL: From the beginning, and still today, clients have requested events in and around Shanghai – but, before, our ‘go to’ option was five-star hotels as they were the only venues providing reliable facilities and services. Now, people want to hold events beyond hotel ballrooms – such as an art gallery, museum or historic building – because they want greater variety. As long as the catering, service personnel and execution are of the highest standard, clients will continue to seek bolder, more creative venues and event theming.
SR: New venues suitable for events are opening all the time, especially in Shanghai, which provides us with more creative opportunities. It is our job to stay abreast of these new venues and inform clients of the latest hotpots. We are also getting more enquiries for corporate events in other China locations, such as Sanya, Hangzhou, Suzhou and Beijing.
Successful event management companies need a network of high-quality suppliers. How do you source, assess and contract your partners?
OL: Our partners and staff are critical to delivering our key business objectives – because they represent the face of the company. When looking for suppliers, we are very selective: we want to work only with the best in their business. So, for example, the limousine service we use must have high-quality vehicles, an extensive fleet, responsive service and English-speaking drivers. We always do a thorough history background check on our suppliers’ business history, and reiterate to them that our clients are accustomed to, and expect, the very highest standards. Across all the areas that we use suppliers, including transportation, security, translation and catering, we are always looking for great new companies to work with – as this means we can deliver to clients a truly one-stop-shop for premium corporate and event services.
More information can be found here: www.hldevents.com
Last update : Monday, 21 January 2008
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