Meet the Master: Lena Malouf

SpiceNews sat down with industry legend Lena Malouf to discuss how she stays ahead of her competitors.

“As I reflect on this career in special events that I love, it seems I was groomed from an early age for a life in business,” Lena Malouf tells SpiceNews.

Malouf – an Events Uncovered speaker and the author of Events Exposed, a text book bible in colleges and universities both in Australia and overseas – has been in the business of events for nearly 50 years.

Holding perhaps one of the most impressive resumes in the events industry, Lena was the founding Australian President of the international Special Events Society (ISES); the first Australian to be accepted into the prestigious American Institute of Floral Designers; was recognized for her outstanding contribution to the industry by the American Academy of Florists and Floral Commentators; and was awarded a Lifetime Achievement accolade at TSE in the US.

She credits her success in the industry to an upbringing where she was taught to “Do what’s right as reputation is your richest asset”.

“My parents Nicholas and rose had the big general store and without realizing it then through every day conversations they passed on pearls of wisdom setting me up with life’s road map,” Lena says.

Being presented with new challenges and overcoming them has also helped her business to flourish, she says.

“The mid nineties brought about a down turn in the economy and the generous budgets of the 80’s were disappearing as challenge after challenge presented itself.”

“Only the established business owners adapted and adjusted quickly by reviewing their events operations and businesses and immediately avoided over committing on staffing and passionately searched for more interesting innovative event styles,” she explains.

“As a result of this adaptation to adversity, we have now become far better business people applying best business practice.”

When asked how she continues to stay ahead of her competitors, Lena replied it was important to have on hand the information pertaining to your competitors.

“Know the quality of their product and what event items they hold in stock; source the status of the service they provide and in addition the efficiency of their on-the-job working team.”

“You may say it is difficult to find such information, but it’s not really.”

“Every industry has its own verbal grapevine.”

Lena Malouf will be delivering a presentation at Events Uncovered on 11 July at The Argyle. To pick her brains or to gain other pearls of wisdom from her, make sure you register for her session. Spaces are limited. CLICK HERE for more information.

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