‘Event managers need innovative approaches’
Chizoba Michelle Okpala, owner/managing director, Elles Icebox Nigeria Limited, in this interview with KELECHI EWUZIE, gives insight into the event management sector of the economy and roles companies like hers are playing to chart a way forward for the local market.
What is your business all about and how does it meet the needs of your targeted audience?
Elles Icebox provides drinks services as well as signature cocktails at all kinds of events across the country. Our aim is to satisfy our clients and partners by running a well- coordinated and seamless bar service. We remove the stress from the client.
What is your motivation in life and business?
My motivation in business is to take an innovative approach to business strategies as well as to become an inspiration for people who want to make entrepreneurial decisions but are held back for personal reasons. I am willing to show them by example that it’s achievable.
What is your assessment of the industry you play in Nigeria?
The events industry is a service market that has huge potential as millions of Nigerians have tuned in to the idea of outsourcing coordination of their memorable and important occasions. Nigerian consumers are becoming more sophisticated and demanding quality service delivery. As such, this is constantly driving the growth of the industry. There is mostly low barrier to entry into the events industry so there are more and more event service companies opening up every day, each with their own innovative contributions to the growing industry.
What steps have you taken to grow the business since inception?
We are constantly strategising on how to improve ourselves by purchasing new and innovative items to wow our guests, creating new concepts clients haven’t seen before as well as maintaining and renewing relationships both with clients and event planners.
As someone with experience in human resources management, what is your take on the issue of talent management in organisation?
It’s extremely important to identify and nurture talent within an organisation so as not to lose out on great team members. Training is key as well as open lines of communication between management and members of the team to ensure the right motivation and engagement levels are sustained.
The issue of human capacity remains pivotal in Nigeria. What strategy should we employ to address this in Nigeria?
We need to increase focus on vocational training in the country as not everyone needs to go to university in order to succeed. The key thing is having a solid and practical education which can be easily applicable; we need to emphasize entrepreneurship in the coming generations to empower them to create their own paths based on passions that they can build on through vocational training.
How do you stay above competition in the sector you operate?
Innovation and maintaining key relationships, I would say, are at the core of staying competitive. Also setting goals and targets for growth and ensuring you achieve them.
What are some of the challenges you have faced in the cause of operating this business?
Traffic unfortunately is still a major hindrance, so we sometimes have to set out from our office to locations four hours in advance just to avoid being late to our events. That’s one of the biggest issues we have at this time.
Tell us about the Elle’s Icebox Cocktail Book?
The Elles Icebox Cocktail Guide is a dream come true. I wanted to share my passion for my business with clients, bartenders in training and with anyone who would like to enjoy DIY cocktails. It’s an opportunity for everyone to try out making cocktails for themselves, drinks they have wanted to try and introduce some new options. The Elles Icebox Cocktail Guide contains alcoholic and non-alcoholic options, so it has a cocktail for everyone.
Career path
I am a graduate of English Language from the University of Lagos. I worked as a human resource executive at a multinational supply chain organisation before I decided to set up my own business after garnering ample experience.
What is your leadership style like?
I have hands on approach leading my team and I also operate an open door policy – I encourage my team to discuss all concerns with me and ask questions freely.
Where do you see Elles Icebox in the next five years?
We started Elles Icebox in 2008. We published The Elles Icebox Cocktail Guide in 2014 and also launched the Elles Bartending Academy this year. This shows our intention to continually grow and make positive contributions in the events industry. We intend to continue to lead the industry in our field and continually innovate our service delivery in order to keep adding value to our clients and our brand.
KELECHI EWUZIE