The relationship between client and supplier is a symbiotic one that requires understanding on both sides to be successful. Having spent the best part of the past 15 years ensconced in the world of mega events before taking on the role of Director of JAM People in September 2024, few are better equipped than Nikki Kerr when it comes to discussing the transition between the two disciplines.
From 2012 London Olympic Games to the 2015 European Games in Azerbaijan, the Gold Coast 2018 Commonwealth Games, the Invictus Games Sydney 2018, as well as Expo 2020 and COP28 in Dubai, Australian-born Kerr has vast experience in various roles at the elite level of global event delivery. After COP28, Kerr favoured a change of approach. “I’d been introduced to James Mistry and his company, JAM Event Services, at COP28. I’d never considered working on the staffing side, but when he called and talked me through his vision and where he wans to take the company, he caught my interest,” she recalled.
Launched as a new division of JAM Event Services in 2023, JAM People provides freelancers, permanent recruitment and event staffing solutions throughout the region. “We deliver the full spectrum, from hosts and ushers to production managers and technical managers on either a freelance or a permanent basis across Saudi Arabia, the UAE and beyond,” Kerr explained.
Coming from the client side, Kerr has the unusual advantage of having an in-depth awareness of the needs and wants of the companies who are now her clients. “I know all the frustrations, gripes and areas that I would have liked to see improvement in when I was on the other side, and I hope to bring that knowledge to help inform how we operate,” she explained.
On the topic of relationships, Kerr believes that there’s no substitute for understanding the client, their stress points and anticipating their future needs. “In the world of events we all know that things change – priorities move, projects shift. We must be agile and flexible – and do what we say we are going to do. You want to be considered as a strategic partner by your client, to achieve this it’s imperative that we are proactive, we listen, we communicate, and we are solutions orientated.”
While the live events industry is notoriously last-minute – especially in the Middle East –Kerr believes that the key to success lies in working alongside clients as early as possible into the planning phase of projects. “It’s great to be a part of the process from an early stage. If we collaborate during pitching and add value at that stage, everyone benefits. There will always be those last-minute requirements, but if we can get as much as possible planned in advance, our processes can be streamlined and that leaves us with the capacity to jump on the ad hoc requirements as they come in.”
Looking back on her first six months in the job after starting during the peak of events season, Kerr reflected on how she’s found the job so far. “Starting in September was a hold on tight moment! I was lucky that I have a phenomenal team who are well established at JAM, which meant I was able to hit the ground running with their support. I’m focused on the bigger picture, the strategy planning for next season and far beyond that,” she stated.
“It’s very different on this side of the fence. There’s been a lot of learning, but I’ve found it very rewarding already,” Kerr concluded. “Looking ahead, my goal is for JAM People to become the go-to for everyone who has a staffing need be it freelancers, permanent hires or event time staffing. We’re also incredibly excited about the size and scale of projects coming up in the region – especially in Saudi Arabia – and we are very much aiming to play a central part in helping our clients deliver them.
Photos: JAM People
