The event industry is no longer just about organizing events professionally. It's about creating experiences that evoke emotions and are memorable. Christoph Kamber, an experienced figure on the Swiss event scene and now Head of Production at Standing Ovation, knows exactly what it takes: a keen eye for detail, the ability to read between the lines of the customer's wishes and, last but not least, the perfect location.
Christoph, how did you stumble into the world of events - was it chance or fate?
I guess it was both - after my original training as a chef and businessman, I was looking for a job that I was really passionate about around 25 years ago. As chance would have it, Messe Basel advertised a position as an exhibition consultant, which immediately appealed to me. I applied for it, got the job and was immediately enthusiastic about the varied tasks in the trade fair business and in live communication.
Is there an event that is particularly close to your heart and brings a big grin to your face when you think about it?
That's a difficult question - over the past 25 years or so, I've been able to experience many events that have put a grin on my face or given me the "chicken skin effect". These were also different formats such as trade fairs, corporate and public events. The events had one thing in common - an organizational team that was passionate about the task.
How would you describe your style: more of a "perfect planner" or more of a "spontaneous genius"?
I'm convinced that you need both. The important thing is that it is adapted to the situation. Spontaneity and freestyle are less in demand at an important general meeting - it has to work and meticulous preparation is essential. At other events, however, it can make sense to deviate from the path if you realize that the planned content is not working. It can make sense to spontaneously try to find a solution that saves the evening. However, this is the exception rather than the rule.
What do you think is the most important thing guests should take away from an event - a good story or lasting emotions?
Another either or question (laughs). For me, the focus is on the gut feeling that the customer has when they leave the event. If this is good, they will have lasting memories of the evening and hopefully also of the message conveyed or the brand they experienced. The judgment of whether an event was good, whether it was worth a visit, is based on many different factors - our job is to identify these and orchestrate them into a well-sounding concert.
Understanding your customers' wishes seems to be particularly important to you. How do you manage to read between the lines?
By actively listening. My many years of experience in interacting with customers also help me. I often notice when a customer has a rough picture of the event in their head, but can't formulate it accordingly. In this case, I try to concretize the wishes with targeted questions and at the same time demystify "fantasy castles" so that we arrive at a mutually agreeable concept on time and on budget that still inspires. I like to pour out pure wine and also don't want to disappoint the customer due to false promises and misunderstandings.
Imagine you were training an event planner of tomorrow - what would be the most important lesson you would give them along the way?
At standing ovation, we are constantly training young experts and supporting them from junior to senior level. As an expert in live communication, you create meaningful encounters - the strongest link between brands, people and emotions. In my opinion, the most important thing in this profession is the right mindset and strong intrinsic motivation. The craft is diverse, creative and exciting, but can also be exhausting at times.
What makes working with an event location optimal and enjoyable for you?
I need a contact person who can provide information quickly and competently and put together an offer in a reasonable amount of time. Equally important is a consultant with a certain amount of experience in the context. It is rounded off with a solution-oriented character - when everything comes together, working together is really fun!
You know many event locations. What do you think is the charm of JED Events?
The JED has a great history and has been converted into a great, well thought-out event location - at a very challenging time, of course.
Every location has its advantages and disadvantages. I think the planners at JED did their homework brilliantly. The diverse possibilities of the rooms, the good infrastructure in terms of furniture and technology - a truly well-rounded affair!
The location of JED Events is a former printing center - how do you use the industrial atmosphere for your concepts?
The JED has been converted into a modern event location. It no longer smells of printer's ink or machine oil, but the history is still palpable. Individual insignia have been subtly left in the building and incorporated decoratively - a good mix. I like that and I book the JED not only because of the modern look, but also because of the remaining industrial charm.
JED Events offers this "Plug & Play" service - how many times has that made your event life easier?
When things need to be quick, easy and uncomplicated, this service is a real blessing. You've already done a lot of proactive thinking here. It's also great that individual requests can still be customized. I really appreciate that!
What really makes you break out in a sweat when planning an event - or does anything at all get you out of your element?
I need either the room temperature to be too high or a really unusual situation to make me sweat 😊. I would boldly say that this rarely happens to me, as we usually have our event well planned out. Of course, there are always components in the process that can develop a momentum of their own. However, I have never experienced a total crash and if something does get out of hand, the necessary ability to react spontaneously helps a lot 😊
Suppose a client has a crazy idea and a small budget - what do you think first: how do I make it possible, or rather "sweat"?
I love enthusiastic customers who are passionate about an idea. In this respect, "sweating" is definitely not my reaction. In situations like this, I try to find out from the customer what makes them so enthusiastic about the "crazy" idea and see what can be made possible. If the budget just doesn't fit, we see if we can arouse the same emotions in a different, more cost-effective way.
What does sustainability mean to you personally when you think about event planning?
We all have a responsibility to treat our environment with respect. The event industry is no exception. Of course, I keep hearing people say that the event that doesn't take place is the most sustainable one. But as this is not an option, we have to do our bit and also take on the necessary extra work. I am happy to do this. In addition, more and more customers are demanding that we can show our efforts in context - that's good - we're ready!
How important are a location's sustainability efforts to you when choosing them?
Many factors play a role when choosing an event location. Availability, price, offer, occupancy and, the longer the event, sustainability efforts. However, the topic is not yet at the top of the agenda everywhere, but is gaining in importance and will probably simply become a standard in the future!
When you think about the future of the event industry, what role could a venue like JED Events play in this?
The JED is well positioned - also for the future. You have a great infrastructure, good accessibility, a motivated team, a lot of expertise paired with a great corporate culture - you can feel that. Well-managed event locations are always needed, as people are social beings and want to meet in real life. In this respect, I'm not worried. As long as the services are provided as they are today, customers are willing to pay the right price for them and you can work profitably and economically.
In conclusion: Do you prefer chaos and surprises or the perfectly planned event - which is more fun for you?
At best, chaos can provide inspiring insights during brainstorming - you can and should allow that to happen. After that, however, it's clearly the perfectly planned event with surprises and enthusiasm for the guest and not the schedule or the billing! 😊
