Corporate ushering business is growing in Nigeria in terms of sophistication, more interest by usherettes for the job and the increasing numbers of corporate organizations who are desirous of having well organized events with nice looking ushers and usherettes escort their guests at events.
Though industry experts were unable to state the value of the industry but analysts put it at multimillion Naira industry.
As exquisite event creates good perception about the organizers and also assists to build the brand equity of the host companies, more ladies are jumping into the business to become usherettes. Their intentions among others are not only to play a role in creating a smooth and stress-free event or attracted to the money paid for their service at the event but they are encouraged by the connections through the event.
“I like the job because it assists me to see outside and get connected to people”, Elena told BusinessDay in a phone discussion. Emmanuela shares the same view. She said it is not really about the money but to meet people.
According to Eunice on phone discussion who also prefers only her first name said the job affords her the opportunity to meet people and associate with them but another lady Cindy said she is interested in ushering as a part time job as she needs the money to augment her sustenance. “ I also meet people who will help me build my career. According her, the business pays between N7,000 – N15,000 per job.
By the day, the passion for the job by ladies gets hotter as they visit event managers, PR agencies declaring their interest on the ushering business. “You will observe depression and despair on the faces of ladies rejected at auditions. This worries them as some of them think they are not beautiful enough to be chosen, but the agencies must follow criteria”, a marketing communications practitioner said.
Sometimes tall and slim ladies are required for ushering depending on the event and the other times chubby ladies are required.
Akonte Ekine, a PR practitioner said there is nothing wrong with the intentions of the girls on using the platform for connections. Everyone is entitled to building relationship so if you are opportune to meet someone while working why should you not use it”, he said.
Tola Bademosi of BD Consult agrees that the business has grown in the recent time and this affords mostly ladies opportunity to earn additional income and also get connected. Bademosi who estimated that ushering industry is worth above N300 million annually said he was not against the ladies using the platform for connections purposes.
On the choice of ladies for the ushering job, Olufunke Oyesanya of Exquisite events said “these are people who smile at you and give you tender care”. To create a striking event, an event management agency, Korloz promises that it parades a team of ever smiling, young and enthusiastic individuals who would not only create an atmosphere of organization but also add glamour to events.
On the growing industry, she said more organizations are recognising the need to have a properly organized event. According to her, giving the event managers the opportunity to handle the events allows the staff of the companies’ time to concentrate on their jobs.
She said that the business has also become important as it ensures professionalism and provides temporary jobs for the youth, especially girls who are graduates or are in school.
It is observed that more agencies are opening shops following the interest of more companies to allow professional agencies handle the organization of their events. “Before now, companies and individuals will invite their relations to handle events who are also in charge of food and gifts which creates chaos as the relations will like to favour their friends and relations but the external usherettes, who almost don’t have relations at the event will like to treat everybody equally.
