Putting on the best show

ONE OF THE best-known event organisers in Thailand, Sombatsara “Tue” Teerasaroch can always be found behind the scenes of glamorous fashion shows, beauty events, product launches and more than a few of the social extravaganzas Thais are so fond of hosting.
A small man with plenty of character, Tue is always clad in a black suit, cool accessories and sunglasses and inevitably wears a serious look on his face. Quick to anger when things don’t go quite as he has planned, he is nonetheless kind and his wit is legendary.
Now he has moved from the shadows into the spotlight with the launch of a photo book that showcases his work in the event-organisation business, his passion for his career, and his philosophy “Impossible or I’m possible”.
“That is how I define and drive my energy,” says Tue.
At 54, he feels a need to give back to society, and indeed the country, for giving him the chance to live a happy life and be at the top of his profession. The 265-page book, simply titled “Tue” brings together photographs, sketches, ideas, and the nuggets of wisdom he writes as reminders to himself, among them, “Be mindful, live like today is the last day of your life”, “The best day is today” and “Accept, but never succumb”.
The book, though, is not for sale with 2,000 free copies earmarked for students and libraries across the country. He handed out more than 500 copies to young people during the recent launch event and will be travelling to other parts of Thailand to distribute the rest.
He sat down with XP after the launch.

WHAT DOES THIS PHOTO BOOK MEANS TO YOU?
I want to record all my work through photo books and for this one I’ve have selected experiences that I believe can inspire young people to pursue a career in the industry. If one page gives them inspiration, then it’s worth it.

CAN YOU TELL US A LITTLE ABOUT YOUR BACKGROUND?
Well, I was raised in rural Lampang and I attended Rajamongkol Lanna University where I studied architecture. I’ve been in the event organising business for some 30 years and worked for many leading companies in the fields of design, fashion, advertising management and marketing before I decided to start up my own company 18 years ago. My jobs have paid me not just in terms of money but in knowledge and in long-term relationship with customers. ‘Tue’ is my nickname and since I am known to so many people by that name, I called my company Tue too.

ARE THERE ANY RULES AN EVENT ORGANISER HAS TO FOLLOW?
There are no fixed rules. We always do everything we can to make our customers happy. When we have problems, I’ve always told my team, ‘It’ll be finished soon’. As our work inevitably involves a set period, and usually a short one at that, when the last day of the event begins, we know it will soon be over. I remind myself all the time that I am happy doing what I love. I don’t feel I am working. But a client is happy perhaps once a year from the job he or she hires me to do, so I have to give it my all. We are all happy to do a good job.

TUE COMPANY IS KNOWN FOR ITS PRIDE IN PERFECTION. WHAT CAN WE TAKE HOME FROM THAT?
Don’t betray yourself. Ever. I consider being honest with clients, with yourself and towards your career is vital. In fact all jobs demand this integrity. My company is a small one but I am very proud of the quality of my team. Everybody is capable of assuming all the tasks and they can easily stand in for each other. My team is the asset of my investment. They must have a good quality life. I usually take them to good places. We stay, eat, and travel together. They have to learn about and experience the lifestyles of our clients. We speak the same language because we see, we eat and live the same things. In the past, I used to rely on my left hand and my right hand for assistance. Now I prefer to use all ten fingers. Everybody is like a cog in the wheel. My staff do not need to be well-educated but must be willing to learn. If they are, then I believe I can train them. My working style can be compared to raising a mango tree. I don’t care whether it comes from the seed or the sapling. I feed it soil, water, fertiliser and at the end we get delicious mangoes. To me that is the right way of working.


WHAT ARE THE SKILLS NEEDED FOR THIS CAREER?
I think everybody has his or her own talent; it all depends on how we use it. I have proved that everybody can be trained. It is a collective learning experience. My driver is a great example; he is a very good producer. I have people on my team who trained as nurses and lawyers and they have become strong production designers. I have another who didn’t finish fourth grade at school, who is also excellent.

HOW DO YOU COPE WITH THE HIGH EXPECTATIONS FROM EACH EVENT?
Through being happy at work. You must feel you want to go to work and you will have a good day. Never think negatively. When you have problem, you fix it. What has to be done, you do. What makes client happy, you do that do. But whether they will hire you for the next project or not, you should never feel the pressure. If one out of 30 or 500 attendees at the event becomes my client, then it’s worth it. That’s why you have to keep on being happy, making others happy and doing good work but when you go home at the end of the day, you do not hold on to anything. And if I feel apologetic about something, I will say ‘I’m sorry’ without hesitation.
I’m very normal person. I often revise what happens each day, and then pray for forgiveness.
As I say in this book, ‘I’m possible’. This book offers great pictures and ideas, but from time to time it touches on humour, rebellion, seriousness, dharma and just simply being human. Once the readers finish going through the book, I would say it is not the end but the beginning. We live for tomorrow.
people on my team who trained as nurses and lawyers and they have become strong production designers. I

have another who didn’t finish fourth grade at school, who is also excellent.

HOW DO YOU COPE WITH THE HIGH EXPECTATIONS FROM EACH EVENT?
Through being happy at work. You must feel you want to go to work and you will have a good day. Never think

negatively. When you have problem, you fix it. What has to be done, you do. What makes client happy, you do

that do. But whether they will hire you for the next project or not, you should never feel the pressure. If one out

of 30 or 500 attendees at the event becomes my client, then it’s worth it. That’s why you have to keep on being

happy, making others happy and doing good work but when you go home at the end of the day, you do not hold

on to anything. And if I feel apologetic about something, I will say ‘I’m sorry’ without hesitation.
I’m very normal person. I often revise what happens each day, and then pray for forgiveness.
As I say in this book, ‘I’m possible’. This book offers great pictures and ideas, but from time to time it touches on

humour, rebellion, seriousness, dharma and just simply being human. Once the readers finish going through the

book, I would say it is not the end but the beginning. We live for tomorrow.