Kongres Magazine talked to Melinda Rebrek, co-owner of Pirana Productions, who was recently named among the Most Influential Representatives of Creative and Live Marketing Agencies 2021. Melinda shared her greatest achievements in the meetings industry so far and expressed her opinion on the future of events.
Q1: What does the title of the industry’s most influential individual in the region mean to you?
I am honoured to be in such great company, but at the same time very much aware of the fact that you are only as good as your last project, and you can never let yourself rest on your laurels.
Q2: Can we say that you are a newcomer in the meetings industry? What inspires you?
After 30+ years in the business and 20+ years in the meetings industry, I can hardly call myself a newcomer. Yet, I still approach each project as such, with respect and awareness of the ever-present changes in the industry and the world. I am inspired by travels abroad, everything new, books, unusual combinations, the human touch, and all the endless possibilities of human imagination.
Q3: You have contributed a lot to the development of the meetings industry. What would you say was your greatest achievement so far?
Keeping Ljubljana Fashion Week and Secret Dinners alive during and after corona times. Also, keeping the team together and active was a challenge. But we kept our hopes up in times when lots of businesses went under and faith in the creative industry was shattered and often neglected or forgotten. We have proven that when there is a will, there is a way, and we intend to keep it that way.
Q4: What changes would you like to see in the meetings industry in 2022?
Some long-term plans would be nice, and pitches and preparation time for an event should be factored in and properly paid as well. I am aware it is hard to plan in these uncertain times. At the same time, we are all noticing a lack of enthusiasm with event staff, even though the covid times seem to be slowly coming to an end, which is mostly a result of many cancellations in the past two years. We had to prepare and then cancel events many times, with little or no financial compensation. As you know, preparation is 80% of work done; it mostly felt like the work of Sisyphus.
The event professionals’ community has shrunk significantly, and it will take time to re-establish the number of staff to the level before 2020. Good service is what makes a good event, and that can be achieved by well-paid and enthusiastic professionals. My dream is to try presenting it to the clients in a comprehensive way and build a more stable financial environment for those who find events as irresistible as I do and strive to do their best. Having a dream job is great, but you also must be properly paid for it. A CV, unfortunately, does not pay the bills.
Q5: What is your prediction for the future of meetings?
A part of me is optimistic, wanting and needing live events due to the lack of them. The other part understands people have become lazier and that hybrid/online versions are here to stay. In a way, events are much more accessible online, but I hope that human nature and the need to meet in person will prevail and keep the event industry alive, kicking, and as personal, as it gets.
Q6: What is your advice for young colleagues making their way in the meetings industry?
Forget the glam life and be ready for some hard work. It may look glitzy and glamorous, but underneath all of it, there is a lot of drudgery, planning, sleepless nights, quick changes, surprises whether you like them or not, unpredictable situations, and yourself taking over a whole bunch of responsibilities for things and people you do not even know. Nevertheless, it is fun, rewarding, and interesting – something that keeps you alert, young(er) and happy, especially if you are cut out for it. If you do not feel it, do not do it, or you will suffer a lot. It is one of those ‘you love it or hate it’ jobs, where there are no in-betweens.
“It may look glitzy and glamorous, but underneath all of it, there is a lot of drudgery, planning, sleepless nights, quick changes, surprises whether you like them or not, unpredictable situations, and yourself taking over a whole bunch of responsibilities for things and people you do not even know.”
Q7: Were you more exposed in public after being placed on our list? Do you see this as an opportunity to reinforce the prominence of our industry in general?
Because of some very public events, I have been in the public eye for a while in Slovenia, but I find it favourable for being noticed beyond our borders. I see it as an opportunity for networking and growing, and for promoting our line of work. Reinforcement is always good, and connections make you stronger, especially when you must rebuild after hard times.
Q8: What are your thoughts on our selection of the influencers?
A nice, creative, hardworking bunch! Sometimes I wonder what it would look like if we all worked together on a single huge event. I think that would be an utterly interesting experience.
Q9: In your opinion, who deserves the title of the TOP influencer if you had to choose from the finalists yourself?
Haha, I guess we all do at some point. My congratulations to the winner and all who made it on the list, and, of course, to everyone who survived the turbulent times behind us!
