BY SIPHOSETHU MABUZA
MANZINI– When thousands of people gather at a festival, concert or cultural celebration, the music, performances and excitement often take centre stage. However, beyond the main stage and entertainment lies another important part of the experience the vendors whose businesses come alive when crowds begin to arrive.
For many food vendors, local events are more than places to sell products. They are opportunities to earn an income, attract new customers and support their families. From preparing meals early in the morning to serving people throughout the day, vendors play an important role in creating the atmosphere that makes events memorable.
At major events such as the Luju Festival, food stalls become busy meeting points where festival-goers take a break, enjoy local flavours and recharge before returning to the entertainment. While visitors enjoy the food, vendors are given an opportunity to turn their skills and products into income.
One of the vendors who sold food outside the Luju Festival, Thuli Maseko, said selling food at events is an important source of income for her family. “My children go to school using this money. My family lives with this money,” Maseko said.
Her experience highlights the impact events can have beyond entertainment. For vendors like Maseko, a successful event can help cover household needs, pay school-related expenses and provide money to reinvest in their businesses.
Events also give small businesses access to large numbers of customers in one place. A vendor may meet people who are trying their food or products for the first time, creating an opportunity to gain returning customers even after the event has ended. The exposure can also help small businesses build their names and grow through word-of-mouth recommendations.
For many vendors, preparation begins long before the gates open. Ingredients must be bought, food prepared, equipment arranged and transport secured. The work can be demanding, but the possibility of earning an income makes events valuable business opportunities.
Beyond food, events create space for clothing sellers, craft makers, beverage businesses and other informal traders. Each vendor adds something to the overall experience while benefiting from the movement and energy created by large gatherings.
The relationship between events and vendors is therefore mutually beneficial. Events attract crowds, while vendors provide services and products that improve the experience for those attending. A festival without food, refreshments and local products would feel incomplete, just as vendors depend on events to bring customers closer to their businesses.
As Eswatini’s entertainment and events industry continues to grow, creating opportunities for local vendors remains important. Fair access to trading spaces and support for small businesses can help ensure that the benefits of major events reach more people.
Behind every plate of food sold is a person working to support a household, pay school fees or grow a business. While audiences may remember the music and performances, vendors often leave with something equally meaningful an opportunity to provide for their families and keep their businesses alive.
In this way, events do more than bring people together for entertainment. They bring life to small businesses, create income opportunities and help vendors turn hard work into livelihoods.
#TheBusinessOfFun#EventsBringLifeToVendors#LujuFestival#SupportLocalVendors#EswatiniEvents#SmallBusiness #InformalTraders #FoodVendors #LocalEconomy #EntertainmentWithImpact #EswatiniEntertainment
