He says: “My curiosity is probably one of my greatest gifts. I always look at any event that we’re doing and try to see how we can improve and do it better than before. This includes blowing the client’s mind, making the lives of staff easier, and oiling the machine better. With this mindset, new ventures continue to find us day after day.”

Born in Johannesburg and living there for his first couple of years, Ashforth and his family moved to Harare (Zimbabwe) when he was four-years-old. A decade later, the Ashforth clan relocated to the Mother City, where he still resides today.

After Ashforth completed his school career, he studied hospitality management at the Granger Bay Hotel School. He says: “It was a very wide spread course with tons of smaller courses ranging from accounting, finance, management, German, cooking, food groups, health and safety, cost coding, operation management, IT, booking/lodging, advanced wine studies – you name it. All perfect preparation for the career I follow today.”

It was during his second year of tertiary education that Ashforth launched Blend Eventlife. “I got a phone call from a client asking whether I and three mates could work at a very upmarket event in Cape Town, as she needed some well-presented and switched on staff. Needless to say, the quality of what was delivered at that very first event is why we’re still going strong 11 years later,” he says.

Ashforth believes that it was pre-destined for him to work in event organising. “It just happened. I’m the type of person that makes things happen and organising is one of my fortés. I’m like that with everything in life and entertaining people feel natural. I also like to express myself at work, mixing briefs, inspiring people, bending minds and pushing the boundaries of what is available and where we can find a better, more exciting way to do something. My motivation is always to find a way to make the client stop and take a second look. Flavours, colours, tastes – I get a kick out of creating an experience that I would want to enjoy.”

According to Ashforth, the Blend Eventlife name was derived from “blend(ing) experiences”. Although starting off as a company providing bar services, the company was relaunched after five years in 2008 to a full production house. “We expect people to talk about the events we’re doing long after they’re finished. I have such a hunger to find new ways to express what clients have in their mind. I’m driven by how we can make things look better, work better, faster, newer, just plain better than what we’ve done before,” he says.

Ashforth describes himself as ambitious and driven, optimistic and positive, curious, and filled with endless energy. It was due to a cancer scare when he was aged 26 that his outlook on life changed to “I’m here for a good time, not a long time.” He says: “I won’t hold a grudge, people make mistakes (including me), so let’s just get on with it. Everyone has their own battles.”

He believes some of the secrets to his success can be attributed to “always having a positive answer and reassuring staff, supplier and clients”. He prides himself on being able to keep any secret and always delivering more than what was expected.

In his free time he spends a lot of time with his girls (dogs), Madam Miela and Lady Sophie, and enjoys entertaining friends, attending festival and outdoor events, cycling, boxing, listening to music, working in his bonsai garden and travelling.

Ashforth concludes: “This isn’t the 60s anymore so I’m not looking ahead to where I’ll be in five years’ time – I’m looking at two years down the line and planning accordingly. I see Blend Eventlife being even more diverse and working nationally with our cutting edge concepts, designs and experiences. Watch this space.”

For more information, visit www.blendeventlife.co.za. Alternatively, phone Blend Eventlife on 021 448 8282 or email [email protected].