Home FEATURED NEWS Tomo Ricov: “There is no place for average events”

Tomo Ricov: “There is no place for average events”

A successful event is a combination of a good idea, good organisation and good music

Dec 21, 2016

TOMO RICOV, Director of Pepermin & head organiser of Weekend Media Festival

Tomo Ricov, born in 1965, fell in love with music as a teenager, and it remains his biggest passion today. He has been the radio editor and host since Radio 101’s establishment and continues in that role today, with his engagement on Yammat FM. He is a club DJ with more than 30 years’ experience: from clubs Kulušić, Gjure, Tvornice and Pepper. He is the beginner of many cult programmes like Blue Moon, Studio 54, Pepermint Twist and Great Gatsby.

Tomo Ricov has organised many highly successful events in Croatia and beyond, changing the role of event marketing. As the initiator of Croatian event marketing, he led the largest regional agency, Da!, where he produced more than 1,000 events for major Croatian and International brands (HT, Zagrebačka Banka, Adris, Heineken, Siemens, Microsoft, TDR, Coca-Cola, Zagrebačka Pivovara, etc.). He participated in the development of the Snow Queen Trophy race and served as director of the Terraneo festival. Founder and director of event agency Pepermint, initiator and director of Weekend Media Festival, Dolce Vite and Vintage Zagreb Festival. Author of awarded project Gentleman’s Jack Barber Shop and Jack’s Record Storea and Refined party. Initiator and co-owner of the clubs Pepermint, Johanna Francka, Pepper and KIC in Zagreb.

Q: How did you get started in event planning?

It came naturally to me. As a teenager, I fell in love with music, which is my biggest passion even today. For more than 30 years I am a DJ, from cult club Kulušić, to Gjuro, Tvornica, Pepermint and now Peper, KIC and Johann Franck. Back then, we started lots of programs that became well known, like Blue Moon, TomTom Club, Studio 54 and more recently, Pulp Fiction, Pepermint Twist or Great Gatsby. So, it was a natural path to start doing events—the next step.

Q: In your opinion, what is a successful event? What is your receipt for a creative and successful event?

A successful event is a combination of three things.—agood idea paired with good ororganisationnd good music, which creates the perfect atmosphere.

Q: What is the biggest change in event ororganisationince your beginning and now?

Several things. Now, there is a prolife and afterlife of the event. It now exists on several levels. On social networks and on the venue. It was very challenging at the beginning, but now it’s the only way to do things. And of course, events became bigger and much better. Nowadays, there is no place for average events.

Q: You are also the organiser of Weekend Media Festival, the biggest media festival in the region, which takes place every September in Rovinj – what is the biggest challenge you are facing in organising it?

Yes, Weekend Media Festival is our biggest event, and it brings together the whole communication industry in the region. The biggest challenge is to stay fresh, give people something new and different each time, and try to be better than last time. The worst thing is to be boring and already seen.

Q: What is the influence of Weekend Media Festival for city of Rovinj and Croatia as a tourist destination?

There is a great influence on the city of Rovinj! The Weekend Media Festival was one of the events that helped Rovinj become Croatia’s number-one congress destination.

Q: In your opinion, what is the formula for the success of the Weekend Media Festival?

The best thing about Weekend Media Festival is that our team is the same as it was in the first year. We all know our assignments, and we all love what we do with Weekend Media Festival.

Q: How can venues help even more to a success of event?

Weekend Media Festival is a perfect example. First, there is the beautiful town of Rovinj, which everyone loves to visit, and the end of September, which feels like the last catch of summer. Then, there is a venue where Weekend Media Festival is held – the old tobacco factory. Something different. We just didn’t want to held that kind of event in some hotel. We wanted to make a mark with a new and different venue. Whenever we can, we try to revive old venues or find new, never-used venues. It always gives people a good feeling.

Q: What kind of future is ahead of event planners and events in general in this part of Europe?

We will just have to wait and see. But as I said before, there is no place for average events nowadays. People want and deserve better.

Q: What do you think the future holds in the field of Weekend Media Festival and where do you see the potential for the festival?

Next year, in 2017, Weekend Media Festival will celebrate 10 years, which is, for us as an organisation, probably the biggest challenge. We will try to give the best of these 10 years, offer a perfect overview, and, at the same time, bring our participants the best new trends, a perfect place for networking, and, of course, great fun. Our Weekend Media Festival team works on this event year-round, gathering all the information needed to make it as successful as it is.

PERSONAL

Q: How would you describe your job in under 50 words?

I can do it in two. Joyful and always new.

Q: What are the best moments you remember from your work?

There are plenty, but bringing some of my music idols to our events might be the best!

Q: What kind of people/co-workers inspire you the most?

My agency and my team. We have a perfect combination of work and play. And we are all long lasting friends.

Q: What is the best advice you have for everyone working in festivals or event planning?

Always check everything twice.

“A successful event is a combination of three things. A good idea paired with good organisation and good music, which creates the perfect atmosphere.”

Interview by Nina Praprotnik