When she joined Red Event Services LLC—a creative Event Management Agency that specializes in event planning, production, and implementation of custom-made entertainment programs, as a Chief Executive Officer (CEO), Sonal Bhatia imbued its vision to be the premier choice for event services in the region.
“With over 15 years of experience and seasoned event professionals of different nationalities, a fully equipped design studio, cutting-edge multimedia technology, in-house production, and our own transport unit, we service Federal and Local Governmental entities in the UAE,” she says.
Her team is divided into:
– Creative Conceptualization & Design
– Strategic Planning
– Execution and Operations Management
– Production
With offices strategically located in the UAE, USA, India, and Saudi Arabia, she reveals that their goal is to provide their esteemed clients with the best resources needed to create astonishing and memorable events.
“One word that describes our philosophy is PASSION.” Red communicates through Events. This unique approach has led to the creation of some of the finest designs.
Here is her candid discussion with the team from Arabian World Magazine.
\What made you decide to become a leader in your field and focus on creating new growth opportunities?
Event management is about crafting immersive experiences that connect people, culture, and vision. When I stepped into leadership, I realized that organizations needed more than events — they needed meaningful, memorable moments that reflect their brand values and aspirations.
That belief stems from the legacy of RED Events, founded 21 years ago by Arif Ebrahim, whose passion and determination to achieve the unimaginable continue to inspire me. Building on his vision, I’ve focused on redefining what events can achieve — moving beyond execution to create experiences that truly engage, inspire, and leave a lasting impact.
For me, leadership isn’t a final milestone — it’s a new beginning. It’s about learning constantly, seeing the bigger picture, and growing together. True leadership means lifting others — empowering your team, partners, and clients to evolve and succeed alongside you.
What are the biggest challenges your industry faces, and how have you worked to overcome them?
The events industry is inherently dynamic — and that’s both its biggest challenge and its greatest beauty. What’s relevant today can be outdated tomorrow. Every day brings new expectations: fresh ideas, emerging technologies, innovative designs, and richer experiences. It’s thrilling but also demanding.
Post-COVID, team dynamics have changed dramatically. Many professionals prefer freelancing or flexible work setups, and commitment levels have shifted — making people management more complex. Meanwhile, the market has become crowded; new agencies keep emerging, and even fabrication houses now approach clients directly. This has disrupted the traditional agency–client balance, adding new layers of competition for established players.
At RED Events, we’ve built resilience into our DNA to thrive amid this change. We adopt innovation early, plan every project with agility, and nurture trust-based relationships with government and corporate clients. Above all, we believe everything is possible\ — it’s about thinking deeper, working together, paying attention to every detail, and trusting our teams. With the right ichinen — determination and shared intent — we’ve seen even the impossible become reality.
Can you share a specific moment when your work has made a positive impact on people, your industry, or society?
One moment that stands out is our work on National Day celebrations, festive events, and government inaugurations for entities like the Ministry of Education. Seeing events like PGB56 executed seamlessly and receiving heartfelt appreciation from clients and the public is incredibly rewarding.
At RED Events, we also love creating events that engage students, youth, and communities on a large scale — from Emirates Skills, Think Science, MILSET Expo-Sciences International, youth festivals, to health and fitness fun festivals. These projects go beyond entertainment; they inspire learning, promote wellness, and leave a lasting societal impact.
What advice would you give to young leaders who want to make a real difference in the world?
My advice is simple: be curious, courageous, and conscious. Never stop asking “Why?” and don’t fear failure — every misstep teaches you something no success ever will. Lead with service at the heart of everything; true leadership is about uplifting your team, your stakeholders, and your community.
Keep integrity and trust as your guiding compass. In a competitive world, reputation is your most valuable currency, and consistency matters more than applause. Embrace lifelong learning — learn, unlearn, and relearn — because the world evolves faster than any plan.
Focus on impact over accolades. Don’t chase superficial metrics; ask yourself every day, “How did I move someone, something, or somewhere forward today?”
Finally, remember: the devil is in the details. Obsess over every minute element until perfection is achieved. Excellence delivered from the heart and fueled by passion is my standard, and I strive to pass that commitment on to every single member of my team.
