Crowd management is an invisible art form. Done well, it ensures seamless guest experiences, from the red carpet to assigned seats. Done poorly, it can derail even the most ambitious events. Omar and Sherif Shawky, the founders of Neat Company, have dedicated themselves to mastering this craft. Enigma’s Farida Elserty had the chance to chat with Omar Shawky on how Neat Company was born, the challenges they face in managing crowds, and how their innovative approach has set them apart in the industry.
The idea for Neat Company took root during Omar and Sherif Shawky’s earlier careers in event management. Both had worked extensively with event agencies, observing firsthand how guest experiences often fell short of their potential. “We noticed key gaps that impacted the overall success of events. That’s when we decided to create a company that addressed these challenges, specifically focusing on engaging college students to give them hands-on experience,” Shawky explains. This mission became the foundation of Neat Company, a trailblazer in crowd management.
From humble beginnings to managing large-scale events like the Cairo International Film Festival, Shawky’s journey is identifying market gaps and providing creative solutions. In our conversation, he shed light on what it takes to run a successful crowd management operation, the unique challenges involved, and how technology and training have played a vital role in their success.
Reflecting on the early days of Neat Company, Shawky said their experience working in event production and entertainment shaped their understanding of the industry. “Our expertise in managing events with various event agencies helped us gain experience in production, event management, and entertainment. As we began to handle multiple events simultaneously, we shifted our focus toward enhancing the overall guest experience during events rather than solely emphasising production quality and exclusivity.”
Their first major milestone was managing the Enigma Remigined event at The Nile Ritz-Carlton, Cairo, a project that left a lasting impact. “Our first major event was with Enigma Magazine, held at the Nile Ritz-Carlton, Cairo, which proved to be a significant turning point. The marketing support and exposure we gained from this event helped us establish our brand. As a result, we have continued to partner with Enigma Magazine for subsequent events, as we deeply value the initial push they gave us.”
Managing large crowds, especially at high-profile events, requires a delicate balance of preparation and adaptability. “The most challenging aspect of managing large crowds is recognising that each individual has a unique mindset and perspective,” Shawky explained. “It is essential to adapt to these varying mentalities during an event. He added that dealing with VIPs and celebrities introduces an extra layer of complexity. “In high-profile events, we often interact with VIP guests and celebrities, which adds a layer of complexity. It is crucial to maintain a high level of professionalism to ensure that these guests feel they are in a sophisticated environment. Our team is trained to engage with them appropriately, emphasising the importance of proper body language and verbal communication techniques during greetings.”
To ensure their team is equipped for any situation, Shawky shared that Neat Company invests heavily in training. “Our primary training program for our team encompasses several critical areas, including body language, crisis management, and emergency response protocols,” he explained. “We provide comprehensive instruction on effectively managing and handling crises during events, including procedures for fire safety and security checks.”
Shawky highlighted the complexity of managing multifaceted events like the Cairo International Film Festival (CIFF). “One of the most challenging events we undertake annually is the Cairo International Film Festival (CIFF), which I consider to be a multifaceted event rather than a regular occurrence. This festival features numerous celebrities and high-profile guests, necessitating our active engagement and interaction with them. Additionally, managing interactions with the press presents significant challenges, as they require expedited access to perform their duties without interruptions. Concurrently, we must conduct thorough security checks to ensure safety.”
This annual event has been a learning experience for the team. “As we approach our third year managing the festival, we continuously refine our processes based on past experiences. Each year, we implement improvements in areas such as training, seating arrangements at the Opera House, and the coordination of opening and closing ceremonies, as well as managing the press and celebrities on the red carpet and adhering to the timing schedule.”
As Neat Company grows, Shawky shares its vision for the future. “Looking ahead, our goal is to expand by opening a new branch outside of Egypt, specifically targeting the MENA region. With Enigma’s continued support, we are confident that we can achieve this vision.”