Grand stages to home parties: wedding season brings fresh event competition

ISLAMABAD, Sep 27 (APP): As wedding bells begin to echo and streets glow beneath strings of colourful lights, a season of celebration sweeps across the cities. From grand wedding ceremonies to glittering bridal showers, lively birthdays and intimate farewells, the desire to celebrate in style is creating a new race among young entrepreneurs to turn every occasion into a memorable event.

         Behind the sparkle of decorated halls and beautifully arranged tables, a quiet business transformation is also taking place. Event management, once largely associated with a few established and expensive companies is increasingly attracting young men and women who are entering the field with creative ideas, flexible packages and services designed for different budgets.

       Event managers say the growing appetite for professionally organized gatherings has changed the way people approach celebrations. Customers are no longer interested only in booking a hall; many now want complete arrangements covering décor, lighting, catering, photography, seating and entertainment.

        “People want their events to look different and memorable. Even a small gathering is now planned with attention to decoration, theme and presentation,” said an event manager while talking to APP.

          The wedding season remains one of the busiest periods for the industry. Banquets, marquees, hotels and restaurants witness increased activity as families prepare for wedding ceremonies, receptions, mehndi functions and related gatherings.

              Fozia Danial, a woman client, said even the choice of venue had become part of the celebration planning, with halls offering flexible options from half-hall to full-hall bookings. She said some venues allowed children under five to attend free of charge, but a separate charge was applied when a child occupied a designated seat, giving families more flexibility in managing their celebration budgets.

        Hotel owners say the demand, however, is no longer confined to weddings.

    “Bookings now come for birthdays, bridal showers, baby showers, farewell parties, corporate dinners and other family gatherings as well,” said a hotel manager Bilal Abbasi.

           He said customers were increasingly interested in personalized arrangements, particularly décor and seating plans that could give even a modest event a distinctive appearance.

       The changing trend has created room for young entrepreneurs who can enter the business without the large investments traditionally required by established event companies. Many operate through social media and collaborate with freelance decorators, photographers, caterers, florists, musicians and sound technicians according to the requirements of individual clients.

       For these young business owners, social media has become a virtual showroom. Photographs and short videos of decorated stages, themed tables, floral arrangements and lighting designs allow them to display their work and reach potential customers beyond their immediate circles.

         Event planner Sana Ahmed said digital platforms had changed the way people searched for event services.

      “Clients can now explore different ideas online, compare designs and discuss packages before making a decision. This has created opportunities for smaller businesses as well,” she said.

       The growing competition is also making professionally arranged celebrations accessible to families with different spending capacities. While some customers continue to choose elaborate décor, spacious venues and extensive catering, others prefer economical arrangements that can give a festive appearance without putting excessive pressure on their budgets.

       Young entrepreneurs are responding with packages ranging from basic decoration and photography to complete event management.

        For a birthday gathering, a themed backdrop, cake table, balloons and lighting may be enough to create a festive setting. A larger wedding function, meanwhile, can involve stage decoration, floral arrangements, guest management, photography, catering, entertainment and other services.

      Hotel owners say the availability of smaller packages has also encouraged families to consider cafés, restaurants and compact event spaces for occasions that were previously held mainly at home.

        The expanding industry is simultaneously benefiting a wider network of service providers. Decorators, florists, photographers, caterers, makeup artists, musicians, sound technicians and furniture rental businesses all find opportunities through the growing number of celebrations.

           Yasir Noman, a client, said the event-management business was providing earning opportunities for both men and women, particularly young people who could turn creativity and organizational skills into a source of income. He said increasing competition among marquees and event organizers was also giving customers more choices through varied décor, packages and rates.

         As competition grows, event managers are also under pressure to offer something distinctive. Customers increasingly arrive with photographs and videos of elaborate celebrations seen on social media and ask organizers to create similar settings within limited budgets.

        “The biggest challenge is balancing creativity with affordability. Customers want something beautiful and different, but they also want it within their available budget,” said an event manager.

          Irsalan, an event manager on Express Highway, Islamabad, said celebrations could be tailored to different budgets, with décor packages starting from around Rs100,000 and going up to Rs500,000 or more depending on the scale, design and requirements of the function.

          He said hall, food and lighting charges varied according to the number of guests and services selected. For clients looking for a traditional atmosphere, organizers also arrange Qawwali and Sufi music programmes, adding a cultural and vibrant touch to weddings and other celebrations.

         Young entrepreneurs say the competition has encouraged them to experiment with new themes, locally sourced décor and reusable materials while trying to keep packages affordable.

          For many of them, the business is more than simply arranging parties. It is an opportunity to turn creativity, design, photography, hospitality and digital marketing skills into a profession.

          The trend reflects a broader change in social life as celebrations increasingly move beyond traditional wedding functions. Birthdays, bridal and baby showers, farewell parties and small family gatherings are being transformed into customized experiences where décor, food presentation, photography and ambiance receive almost as much attention as the occasion itself.

          As cities enter another busy season of weddings and celebrations, colourful lights will continue to illuminate venues while young entrepreneurs work behind the scenes to transform ordinary spaces into memorable settings.

       From lavish wedding halls and marquees to intimate home gatherings, the celebration industry is steadily expanding its reach.

       What was once a business dominated by a handful of established companies is now becoming a lively marketplace where young entrepreneurs are finding opportunities by combining creativity, affordability and the timeless human desire to celebrate.