Events is a tough industry - you need passion, determination and eye for every little detail to survive, says Singapore Parties' Lazio.

'I remember when I first saw my mentor Alan from Alan Endfield agencies,' Lazius Kaye recalls. 'He was organising a charity gig at Cafe De Paris in London, with Justin Timberlake appearing. He picked up that phone and never put it down a single time in an entire 14-hour day. So much so I could swear the phone had stuck to his ear. He turned around just once and said: 'Mate, always call people with a smile on your face.' A lesson I never forgot.'

These days 27-year-old Lazius, also known in the party scene as Lazio, isn't just picking up the phone with a smile - he's also running 14-hour days. Last August, after nearly three years of organising events in the island, he set up Singapore Parties, the country's first-ever 'event venue agency'; it represents event venues while sourcing for corporate and consumer events, including product launches, conferences, seminars, networking gatherings, weddings, concerts, exhibitions, birthday parties, end-of-year dinner and dances and other similar events.

'Although we can provide event management support, we are not an events company. Our business is to source for prospective clients on behalf of event venues in Singapore, and equally provide prospective clients the best venues at the best value,' he explains.

Born in the south of France, Lazio moved from Monaco to live in London, where he worked as a freelance promoter and events manager for companies like Alan Enfield Agencies, Beluga Blues, and venues like Elysium, Cafe De Paris, The Embassy and Attica. A Print Media major at London Institute, one of the United Kingdom's top universities, Lazius moved to Singapore in 2004 to establish a career in marketing. His degree, he says, 'has been highly relevant in the development of marketing media applied in events.' 'The events industry here is full of different type of players, from wedding planners to concert organisers, event companies, PR agencies,' he observes. 'It's difficult to leave room for new players as the market is extremely tough and based mostly on price wars. There is room, but only for players with a following or companies who are willing to provide new services.'

Apart from new ideas, however, what the events industry in Singapore needs are 'highly determined people who have passion for the job. Anyone else won't last long, it's a tough industry and the muscles have to be exercised,' advises Lazio. 'Passion, determination, and an eye for every little detail. If anyone wants a foot in the door or wants to know more about what we do they can log onto to www.singaporeparties.biz.'