Franchise Spotlight: Events
Resources and proven formula of a successful events franchise are reassuring in a fast-paced sector.
Australia’s $9bn events promotion and management services sector grew 3.5% a year between 2015-2020, according to statistics from market research firm IBISWorld.
This industry growth rate undoubtedly reversed because of the global Covid-19 pandemic, but the sector will surely rebound strongly along with the wider economy.
From kids parties to music concerts and corporate conferences, events are organized by businesses, industry associations, government agencies and the general public.
Franchise market trends
Events franchises include not just events management businesses but also ancillary caterers and other suppliers. Analysis of event franchises shows that few require premises, keeping start-up costs and overheads reasonably low.
Previous experience in sales, hospitality or customer service might be favoured but are rarely essential. The right character and entrepreneurial nous are more important, with the franchisor providing training and support to upskill where needed.
The Party Higher franchise ran more than 5,000 events in its first eight years of operation in Australia and the US, supplying everything from kids parties to corporate events with silent disco equipment.
Established in 2003, meanwhile, Kubarz supplies mobile bars, waiters and bartenders, catering services and event management services.
Kids birthday parties are organized by the award-winning arts and crafts franchise Creation Station, Lollipop’s play centres and cafes, and Young Engineers, which also provides after-school programs and summer camps based around LEGO-driven learning.
Speaking Roses sells flowers – widely used in events such as weddings – with a difference: they, as well as edible products, are inscribed with personalized messages.
Mobile catering franchises, which generate custom from corporate functions and music festivals among other events, include Cafe2U, which claims to be the world's largest mobile coffee franchise, with more than 100 franchises operating in Australia and an exclusive Cafe2U blend that won bronze at the CSR Golden Bean Coffee Roasting Competition.