Caspian Energy (CE): Ms. Palagashvili, over the past year the notion of ‘cost cut ‘ has come into general use among event organizers. Customers are cutting budgets, slightly moderating their demands, therefore expecting from the event-companies an exemplary product and economic proposals without compromising the image of the event for relatively moderate amounts. How does ORLI Service manage to work in such conditions and preserve its leading positions on the market?
Lali Palagashvili, General Director of ORLI Service: When the country’s economy is facing certain difficulties, it certainly affects business. These difficulties are undoubtedly felt on the event-market. But it is certainly not a ground for staying idle and just waiting for everything to get in order. We have worked out a plan of complex measures, which, I hope, will help us keep the high level of provided services even within limited budgets. Depending on the customer’s wish, economy can be achieved by using decorative flowers instead of live ones, quality materials of local production can replace imported expensive ones and so on.
But, I have to repeat, that the quality of events must be kept on the highest level both in terms of organization and decoration. No matter whether if it is a presentation, an opening of a state facility and structure trade complexes and boutiques, a wedding party or a jubilee, children’s matinee or a corporate party, a conference, a training or a picnic – we will always give our best shot.
We need to understand that economic processes are cyclic and current difficulties are temporary. We have been working since 1998 that is for more than 17 years. Within those years, we have already faced the period when the country’s economy was affected by the implications of the world financial crisis. We did not have a single job cut, optimizing the spending on technical aspects and preserving confidence for tomorrow.
CE: And probably your business experience and feminine wisdom help you in this issue. After all, if I am not mistaken, you are one of the first business ladies of independent Azerbaijan. By the way, which qualities must a leader and business woman have?
Lali Palagashvili: In order to achieve success in business, a woman, just like a man, must have a power of will, ability to sacrifice something for the case, be competent, sincere, demanding and, most importantly, love what she does. If employees see that you are a professional and give yourself up to your business, they also start to strive for success in business.
I think women face more difficulties in business than men do but only from the point that she must also realize her mother potential. Personally I have never felt an unserious attitude to me as a business partner.
CE: Do you think it would suffice to remain an executer of the order to achieve success? Should an event company also try to play a role of a consultant on the stage of developing objectives and tasks of an event or a project?
Lali Palagashvili: Everything depends on an executer. It is easier to work with those who in advance know for sure what they expect from the project. You offer what they need, at least you can recommend something as an alternative.
It is much more difficult to work with clients who have great expectations regarding the event but have no idea what to start with. In this case, we offer several variants of the project to choose one, which suits original expectations best of all.
CE: What is the maximal number of people you arrange the events for?
Lali Palagashvili: We have an experience of holding events for 2,000 people. It was BP’s New Year Party for its employees. Certainly, it is difficult to regulate such a big project, but we coped with the task successfully.
CE: Do you work only in Azerbaijan?
Lali Palagashvili: Not only here. We had projects implemented in Georgia, Russia and Turkey. We are planning to organize an event in Kazakhstan soon.
CE: Does the quality organization of an event depend on the chosen venue?
Lali Palagashvili: I think competent designers are able to display their abilities in any space. Technical aspects of any ground are of importance, but they are generally solvable and an experienced team does not face any insuperable obstacles.
For example, we had the practice of decorating a small hall in Nizami cinema theater as a Kremlin and the Red Square – the event dated to the arrival of the Russian delegation. We also turned a hall at Jumeirah hotel into the famous Toscana gardens of natural plants.
Offsite open-air events also have their peculiarities. Organizing the groundbreaking ceremony for Heydar Aliyev Museum and the building of executive power in Sheki where we recreated the future image of these buildings in 3D format and it was especially difficult. Organization of a gold refinery ceremonial opening in Gadabay which was held at the height with no mobile communication also stood out for its increased complexity. I have to note that it was a great responsibility for us, since the events were attended by Head of State Ilham Aliyev.
CE: Nearly a year has passed since our last interview. Which were the most remarkable events that ORLI Service has executed over this period?
Lala Palagashvili: Over the past year we have performed quite enough projects. The work with the Heydar Aliyev Foundation was the most significant for us. That cooperation was a great honor to us. We feel a professional approach to our proposals in which any creative ideas are appreciated. Over the past three years we have been organizing the New Year parties at Buta Palace for the Heydar Aliyev Foundation, greatly enjoying the very process of work.
The opening of Pasha Insurance affiliate in Khachmaz was also memorable. It was a difficult but also the same an amazing offsite project.
CE: It is indicative that by implementing such complex projects, ORLI Service applies its own potential in creating decorations, using flowers or sewing clothes or curtains…
Lali Palagashvili: Yes, our company has a department responsible for floral activity – ORLI Flowers, a division for preparing a special uniform and other textile production – ORLI Tekstil, for cleaning – ORLI Cleaning, as well as for decorations, transportations, and so on. We created those divisions for we had to spend much on these services. Thus, our company decided to expand the spectrum of its services and this helps us much in offering the best solutions for our customers.
We are actively using advanced technologies. For example, we offer a 3D design of the planned space. By wearing a special helmet, it is possible to sink into a virtual space and see the event décor in advance.
CE: How can a customer be attracted and kept in the contemporary conditions?
Lali Palagashvili: One can attract customers by presenting them the level of own work. I do not appreciate the obtrusiveness of some companies, which resort to everything, imposing their services through constant calling days and nights. I think this is the right way to lose the client forever.
We are not involved in many orders deliberately giving preference to working over a small number of projects. But we do our best, because the quality of work declines when you work on several projects and we cannot afford this.
ORLI Service is a self-sufficient company. We have had our say on the market and showed our potential. The whole spectrum of our services is oriented on customer satisfaction. This is our level and our customers are certainly important for us. We must keep this reputation and are even ready to compromise the here-and-now profit.
