Santiago Roberts is the Managing Director of Qheu Concepts and National Director for Mr. Universe and Miss Tourism Nigerian beauty pageants.
In this interview, he shares with Special Correspondent, RENN OFFOR, his days growing up in Bariga, Lagos, how he discovered his purpose, and challenges surmounted.
He also speaks on the budget for the Miss Tourism Nigeria World Pageant season4 edition, tagged the “Dive edition”, which comes up on Saturday, June 6 at The Imperial Lekki Coliseum, Lekki-Lagos.
Background to the pageant
To some, Roberts needs no introduction. But if you are not close to the entertainment industry, especially beauty pageants, you are not likely to know him. You may pass him on the way or meet him at an event without recognising anything special in him.
When you hear his credentials, you expect to meet a gigantic person, but he is just simple, a gentleman. He is the brain behind the fast rising Mr. Universe and Miss Tourism Nigeria World beauty pageants.
Miss Tourism Nigeria pageant in its fourth season, and he is staying true to his belief – ‘‘To dream anything that you want to dream, that is the beauty of the human mind. To do anything that you want to do, that is the strength of the human will. To trust yourself, to test your limits, that is the courage to succeed.”
Roberts is a mixed breed of Nigeria, Ghana and The Bahamas, and a graduate of the Nigerian Institute of Journalism (NIJ); former employee of the Nigerian Television Authority (NTA) and Creative Director of Linda Ikeji Blog.
After a stint in journalism, he shifted into event management, and decided to build a lifelong passion along a path that was not so popular in Nigeria: beauty pageants.
He started the two brands, Mr. Universe Nigeria and Miss Tourism Nigeria, a little known in 2012, and had to pass through several difficult paths.
But he has become a household name in popularity, acceptance and the growing number of young people turning out for the auditions annually.
He uses the pageants as vehicles to drive his core aims of promoting Nigeria’s tourism through pageants and of supporting child education, his major passion.
In May 2014, Collette Nwadike, the reigning queen, emerged as the winner of that pageant before an audience held spell-bound by the beauty and brains demonstrated by the 35 contestants representing various states who vied for the crown at the grand finale at Ruby Event Garden Lekki, Lagos.
After the event, Anambra State Governor, Willie Obiano, appointed Nwadike his Special Adviser on Tourism. This is aside other prices she won, including a car brand endorsement deal, roles in movies, apartment in a choice area of Lagos, and cash.
How it feels grooming unique and talented youngsters into stardom
My pastor always said that we were created for a purpose, and that purpose is to fulfill a higher calling. Now to some, their higher calling would be to pastor churches, to some, heal the sick as doctors or even teach kids to become great future leaders.
I guess I found mine in pageantry. The joy it brings when I see young people lifted from obscurity overnight to become instant public personalities, and most importantly, using that platform to further their humanitarian role by affecting positively the lives of the less fortunate.
Words can’t express the joy it brings. So, every morning I wake up and give thanks to God for choosing me to fulfill this assignment.
Getting sponsors
I have always been asked this over and over, and each time my answer remains the same. When God sends you on an assignment, he provides the necessary working tools. All that is required of you is the willingness to answer that call.
So for me when I got the nod after a long time of prayer that this was what I was set out for, I knew sponsorship was one of the hurdles but one thing I tell people is this, never expect anyone to invest in you or your brand if you are not ready to invest in yourself or your brand. It starts with you.
In 2012 when we started, every dime and every kobo came straight from my savings, and after the event we were in debt of over N2 million, but I didn’t give up. I paid my debt and started planning for the following year.
The following year came with its challenges and as usual. Still, no sponsorship, but we gave it our best. As God would have it, it was successful and our debt profile dropped from N2 million to less than N1 million by the next one.
We picked ourselves up, encouraged ourselves, and started planning for the third season. Again, it was daunting but we didn’t rest on our oars. Eventually, that event was named by the media as one of Nigeria’s biggest and most creative contemporary pageant showcased.
And guess what? We didn’t owe nor have a debt profile. Rather, we were able to pay everybody that worked on the project and had a left over saved to kickstart the 2015 edition.
So for me, it can only get better, and when you invest duly in yourself and your brand, it’s only a matter of time before sponsors start finding you.
And I am excited to say that this year, we’ve had so many reach out to us with the desire to partner/sponsor.
We have been the ones having to take time out to ascertain if that potential partner or sponsor is a company we would like to identify with; because for me, it’s not every meat that one must eat.
So, the truth is, it’s been God all the way and the grace to stay focused knowing that He commissioned this assignment and will continue to see it through.
Brands participating in this year’s edition
This year we have one of the world’s largest mobile brands. Tacno is partnering with us. We also have one of Africa’s largest airline brands, ASKY Airline. Domino Pizza is also on board.
Citilodge, one of our long standing partners, The Imperial, Posh Hair By EB, Gentle Touch, and lots of other brands. It’s so exciting.
And kudos to all the TV stations also; AMC TV, EbonyLife TV, Hip TV, OnTV, Spice TV, Awa TV, Soundcity, SuperScreen TV, Planet TV, Nigezie, Ovation TV, Fashion Diaries, and so many other ones. It’s really amazing.
Does it now mean that you don hammer?
(Laughs) Well, I wouldn’t really be certain by what ‘hammer’ in this scenario will mean ….
I mean, have you made plenty money?
Well, everyone who has ever worked with me will tell you that when it comes to productions/events, I spare no dime in making sure it’s of utmost standard. So, the truth is, if I tell you the budget for this production, you’ll think I am going insane (laughter).
We’ve even had to review it upward and now sourcing for more funds to enable us achieve all that we’ve lined up.
If hammer means rich, then am at the base of the ladder and still climbing (more laughter).
What it costs to host this pageant
It costs a lot…! That’s a fact. This year, it’s costing nothing less than N11 million, and that’s even because we are working on a very slim budget.
How do you cover your cost?
Well, every business has its trade secret. So let’s take that to be our trade secret. But one thing is certain, we are conscious of our image and reputation as a brand and also those of our partners and sponsors.
Does growing up in Bariga, Lagos not make you a ‘bad boy’ or a rugged guy?
(Laughter). My brothers and I moved back to Nigeria in 1998 to join our parents. At that time, my parents had their house in Bariga and the closest and one of the best schools then was CMS Grammar School. And boy! I was glad I went to that school.
I made some of the most amazing friends who contributed in shaping my thought pattern and encouraged me all the way.
True, Bariga has been known to have lots of rugged boys, but my school was a missionary school so it was expedient you were not found wanting.
And about being rugged; well, I am business-rugged and shrewd (giggles).
Did you envisage that you would be in the limelight one day?
I think right from a very young age, my path was already cut-out for me, and I am glad that I discovered it when I did.
I joined CMS grammar school in 1998 and by 1999 I was already made a prefect ahead of all the ones waiting on the queue. I was also club president for lots of social clubs in school. For me, staying in the limelight is nothing new.
In 2003, I joined NTA Channel 10 Lagos as production assistant; and rose through the ranks to become a live show presenter, assistant producer/director and then producer/director.
After a while, I realised that staying in the limelight or in front of the camera wasn’t my assignment, but rather, helping people stay in the limelight and use that limelight to positively affect lives and contribute to national development is my primary assignment.
Biggest challenge growing up
While a lot of people battle with the challenge of figuring out what they want to do or achieve in life as a growing up kid, mine was different.
My biggest challenge was that I was always worried about if I was doing enough… Was I really fulfilling my calling? And if I was doing so, at what degree or rate?
The woman in your life
Well, let’s not jinx it! She is a shy type and I’m not sure she wants to be exposed yet; but in her own time, we’ll make the announcement together.
Philosophy of life, advice to young Nigerians
My Philosophy: When prayer becomes a Habit, victory or Success becomes a Lifestyle…
A word to young Nigerians: Let your life become tomorrow’s reference story of success. It begins with taking life as a gift and appreciating it and giving back that gift which you have been graciously given.
Let someone look at you each day, and smile because you have been a blessing to them. Focus on the positives of life, for negativity brings nothing but regrets and sadness.