Bisi Sotunde: Empowering Event Professionals to Build Legacy-driven Brands

In an exclusive interview with MARY NNAH, founder of BusyBee Events Nigeria and convener of the BusyBee Event Business Summit, Bisi Sotunde, shares her insights on building sustainable businesses, community building, and the future of the events industry in Africa. With the 9th edition of the summit approaching in November, themed “Building Legacy Driven Brands,” Sotunde discusses the importance of creating legacy-driven brands that can stand the test of time. From her experiences and challenges to valuable advice for aspiring professionals, her perspectives offer a wealth of knowledge for anyone looking to make a lasting impact in the events industry.

Can you tell us a bit about the BusyBee Event Business Summit and its significance in the African event industry?

Busy Bee Events Business Summit kicked off in 2017. It’s a premier gathering for elite event professionals where we come together to discuss business development, support one another, and elevate the event industry itself. The summit was born out of the challenge of event professionals struggling with their business. They were good with operations, but the business management aspect of it suffered.

Over the years, we have had themes such as  ‘Next Level’, ‘Positioning Your Brand for Premium Events’, ‘The Power of You in Event Business’, and last year, ‘Forward-thinking Event Professionals’. This year, our theme is ‘Building Legacy Driven Brands’. We realised that event professionals have gone for training, but they’re still neck-deep in operations. They don’t have the proper structure, corporate governance, and all that. So, we thought we should talk about building legacies – how can your business outlive you? How can you put the right things in place in your business?

As an event planner and business coach and mentor, I run different brands, and to a large extent, I’ve been able to put the structure in place such that even without my presence, the business activities are running. I’m certain that at the end of this event, delegates are going to leave with more insights, strategic insights, and actionable tools on how they can run their business to outlive them, sustain it, take it to the next level, and become better business owners, not just event professionals.

Can you walk us through some of the key topics and sessions that attendees can expect at the summit?

So, this summit is going to be a two-day event with three different activities. The first day, which is on November 19th, is the master class session. We have various panel sessions, breakout sessions, and master class speakers who will be talking from different angles about building a brand. One of our sessions focuses on succession in business, where our panelists are individuals who have taken over businesses from the founders. We also have a session on scaling your event business and putting the right structures in place, as well as a breakout session on building systems that work and deliver impact.

In the evening of the same day, we’ll be having a cocktail night, which is a space for networking. At Busy Bee Events, apart from the learning experience, we also provide a platform for attendees to network, build collaborations, and support one another.

The final day, which is the second day, is the gala night themed the Black and White Grand Ball, an homage to the Met Gala. This year, we’ll be celebrating various event professionals, particularly members of our Well Watered Garden Tribe community who have contributed, made an impact, and been actively involved. We’ll have categories such as Young Event Professional of the Year, Most Improved Business of the Year, Most Innovative Business of the Year, and Mentor of the Year, which we’ve just introduced to spotlight industry leaders within the community who are doing well and supporting event professionals.

We’ll also be honoring some event professional industry leaders who have set the pace in the industry with awards like Industry Icon of the Year and Trailblazer Awards. These awards will recognise talent from different regions, including the north, east, and south-south.

How will the summit address the challenges and opportunities facing event professionals in Africa today?

The event industry faces many challenges, but our summit focuses on key areas to help professionals overcome these obstacles. We start by identifying the challenges and tackling them head-on. Some of the issues we’ve identified include staffing challenges, which is why one of our sessions focuses on building a strong team and structuring your staff effectively. We also have sessions on customer retention and securing repeat clients. Our goal is to tackle the day-to-day challenges faced by event professionals and businesses.

In addition to providing solutions, we are also committed to recognising and spotlighting outstanding event professionals who are making a positive impact in their respective spaces. With thousands of professionals in the industry, this platform allows us to shine a light on those who are doing exceptionally well.

The Busy Bee Event Business Summit has consistently raised the bar in the events industry over its nine editions. We’ve built a reputation for excellence, and our event has become a force to reckon with. It’s one of Africa’s largest gatherings of event professionals, eagerly anticipated each November. With our masterclass, cocktail night, and gala, we’ve set a high standard that others strive to follow. I’m proud to say that we’ve played a significant role in shaping the events industry and driving it forward.

What opportunities and challenges do you see for event professionals in Africa, and how can they stay ahead of the curve?

So, the first thing is to acknowledge that there’s a challenge and then look for ways to navigate through it. Attending conferences like this is one way to do that. That’s why we’re encouraging people to register. Registration is still ongoing for those who want to come and register on www.busybeesummit.com. By stepping out of your comfort zone and networking with others, you’ll gain insight into what’s going on and realise you’re not alone in facing challenges. When you sit under the same roof with others who are going through similar experiences, you can put your heads together and tackle the challenges at hand.

How does BusyBee Events aim to support the growth and development of the event industry in Africa?

Generally, we’ve been focused on providing support, and the summit is known for its transformative power and community building. As I mentioned earlier, we have the Well Watered Garden Tribe (WWGT), a community that’s an offshoot of the summit. It’s a mentoring and coaching platform under my leadership, where members are placed in a support group for one year after the summit. We offer various training programs, national and international trips, training sessions, and retreats, as well as social events and parties.

We are more than just a community – we’re a family that genuinely supports and collaborates with each other. I don’t do this alone; I have a strong team and dedicated leaders. Today, our community has grown to over 365 members, spanning across Lagos, Nigeria, and even the diaspora. Our focus is on creating impact, empowerment, and influence, and we’re committed to making it better and better.

What role do you see legacy-driven branding playing in the future of the events industry, and how would you advise professionals to build legacy-driven brands?

Legacy-driven brands are all about building a business that can thrive without you at the helm. We see many entrepreneurs burning out because they are trying to do everything themselves – they are the CEO, event decorator, planner, and more. But our summit is designed to help you put the right structures in place. We’ll provide actionable tools and plans to help you delegate effectively, so you can focus on high-level decision-making and growth.

By the end of the summit, we are confident that business owners will leave with a mind shift, ready to implement changes and see tangible results. And by our 10th edition, we are sure they will have amazing success stories to share. Our goal is to empower you to build a sustainable business that can run smoothly without your direct involvement in every detail.

What’s next for BusyBee Events, and how can people stay up-to-date with your latest initiatives?

As the BusyBee convener, I’m always on the move, attending international training and programmes. But the beauty of it is that I bring back knowledge and insights to implement in my community and country. Now, we are calling on everyone to join us – register for the summit and be part of this transformative experience. We are also inviting corporate organisations and private individuals to partner with us, support us, and help elevate the events industry.

The industry is already making significant contributions to the economy, and there’s still untapped potential. Our team has the network, capacity, people, and influence to drive this growth. We just need more people to join our family and amplify our message. Together, we can raise the standard and take the industry to greater heights.

Who are the personalities expected at this year’s event?

This year, seasoned event and business leaders confirmed as speakers include Oluwatoyin Bakare (COO/ED, SAS Textiles), Adefisayo Beecroft (MD, Eventful Limited), Abidemi Adeyemi (Tammys Events), Funbi Akinyosoye (Dunamis Events), and Jumbo Victory (Celebrazioni Catering), amongst others.

Some of those in attendance at the briefing include the Chairperson, Adeola Sessi-Traore; Communications and Marketing Lead, Isabella Adedeji; Corporate Sponsorship Team Lead, Kehinde Anifowoshe; Delegate Experience Team Lead, Nneoma Jide-Ebelendu; and Budget Management Team Lead, Ibidunni Layade.

Oluwatoyin Bakare runs a second or third-generation business that was run by her mother, and it’s been in existence for over 30 years now. The business is still very strong. We want her to come and teach us how she has been able to build it, especially since her mother is no longer alive. She’s the one running the business now. We’ll also hear from Abidemi Adeyemi, who’s doing very well in terms of customer retention. She’s built a track record of retaining her clients, and she will share insights on that.

We also have Adefisayo Beecroft, MD of Eventful Limited. Eventful was founded by Mrs. Yewande Zaccheaus, who was one of our keynote speakers in 2021. But now, he’s succeeded in taking over the business. Mrs. Zaccheaus is still there as the chairman, but Mr. Adefisayo is at the helm of affairs. This shows that you don’t have to be the founder to run a successful business, and you can hand over to someone who’s not even family-related. There’s a lot to learn, and I encourage everyone to join us, learn, and implement what they learn to expand the reach of the industry.

What drives your passion for empowering event professionals and entrepreneurs through BusyBee Events?

Well, basically, I love to see people grow. And that’s one of the things that we put in the awards – Most Improved Business, Most Innovative. What excites me is seeing that when I met this person, this was how it was, but by the time we supported them, gave them the platform, and they implemented, their business grew. That for me is fulfillment.

The Busy Bee Event Business Summit actually started from the Busy Bee Academy, which is a training arm that I’ve been running for the last 15 years. So from the training, the event summit. But we realised that the event summit also stood as a strong brand identity, and we had to remove it from the academy to stand on its own.

So my joy is seeing people grow, seeing people get empowered, impacted. And that is why every year we see people coming for the summit because the work speaks for us. The transformation stories are amazing. It’s inspiring. And we look forward to welcoming more people on board.

Looking back on your journey, what has been the most significant challenge you’ve faced, and how did you overcome it?

Generally, our biggest challenge has been securing consistent financial support from corporate bodies. While we’ve had some support, it’s been inconsistent, which is why we’re still open to partnerships with organisations that can help us.

However, I must say that putting together a conference of this magnitude and maintaining international standards for nine consecutive years is no easy feat. It takes a lot of hard work and dedication. But having a clear focus and a strong team behind me has made a significant difference.

We are not where we used to be, and we’re not yet where we want to be, but we’re making progress. We’re also exploring the possibility of taking the BusyBee Summit international. So, watch this space – we might just bring the summit to a foreign country near you!

How do you balance your work and personal life, given the demands of organising a high-profile event like the BusyBee Event Business Summit?

To be honest, achieving balance can be challenging in work like this. However, having the right support system in place makes all the difference. At home, my husband has been very supportive, helping with the children and even with the business. With that aspect of my life sorted, I can focus on other areas.

In fact, for the Business Summit, this is the first time in nine years that I’ve set up a committee and stepped back from the planning process. We’ve had a chairman lead the effort, and I’ve only received regular updates. By delegating responsibilities and having a strong team in place, I’m able to focus on other areas of my business, including BusyBee Events and the BusyBee Academy.

I believe that’s part of the structures we’re preaching – ensuring that the right people are in place, delegating tasks effectively, and freeing up time to focus on high-priority areas.

What advice would you give to your younger self just starting out in the events industry?

I would say stay focused and build your network, because in the events industry, your network is crucial to your success. You can’t thrive alone – no man is an island. That’s why we created the Well Watered Tribe community group, because collaboration is key.

To everyone entering this field, I would advise: stay focused, know what you want, and seek collaborations. Don’t be competitive in a way that hinders others. Instead, look for ways to elevate and grow together. When everyone succeeds, the entire industry benefits, and together, we can reach new heights.

What do you believe is the key to building a successful legacy, and how do you hope to be remembered in the events industry? 

Looking back on my 16-year journey, I believe I’ve made a significant impact in the industry. I’ve left my mark through my academy, events, summit, and community. As an accomplished and fulfilled event planner, coach, and mentor, I’m living my passion and  walking that path of fulfillment.

Building an excellent business is not just about success; it’s about making an impact, empowering people, and influencing others. Many people are inspired by my journey, from being an usher in 2007 to owning multiple brand identities, including BusyBee Events, BusyBee Academy, the Busy Bee Event Business Summit, and the Well Watered Garden Tribe. That shows that I’ve done well for myself. We keep raising the bar. We cannot relent.

The key to building a lasting legacy is ensuring business can outlive you – that is the end goal.

To achieve this, it’s essential to put systems and structures in place. Learning and development are crucial, delegation is key, and having the right processes is vital. By following these steps, you’ll be on your way to reaching new heights and will take you to the height that you want to be.