Corporate Events

S.2 Episode 10: Better to Hire or Continue to Contract?

This episode we are joined by Lisa.  We dive into the issue of hiring versus contracting event planners and where the threshold is.

S.2 Episode 7 What is the Role of a Visionary?

When you are thinking of new ideas what is too big?  How do we create new things that are fun and engaging without being too crazy?  This week we brought back Amy Zaroff, and she spent some time interviewing Charles. Listen this week’s episode with two visionaries talking about creating. 

Episode 19: Working with A-List Talent

We were able to bring Kat Perkins into the EideCom studio to talk about her experience working with A-List talent.  She shares what makes an event engaging and successful.  This is an episode you won’t want to miss!

 

Tell us about your story, being on the voice and all that.

 

It was crazy. I actually was out of the music industry for a while. I had a rock band we had a record deal. I moved here at 18 and started a band in the early 2000’s. It was quite the music scene here, we got a record deal within a few years of forming our band. I ended up having a cyst on my left vocal cord that paralyzed my whole left side of my voice. It inhibited me from speaking or singing. I thought I’d have surgery and be fine, but it was not. 3 months turned into 8 months turned into 12 and I lost the record deal, agent, manager. They had to move on with their lives and I get it.  It was totally random people get them on their wrist or shoulder and I got it on my vocal chords.

 

Now I can say it was the best thing to happen to me.  It was hard to say that for a while. I had to change my sites which led me to a nanny job in Edina, MN. 5 kids, so fun. I came from a long line of teachers so it made sense for me to foster and educate kids. A family that is going to hire a tattoo rocker chick is a pretty cool family.  I connected with these kids and one of their favorite things was watching the voice, otherwise I’m not sure I would have watched it. A year after being introduced to the show I got an email on youtube from the producers of the show and they asked me to try out for their show. It was a video that went viral, I didn’t even know about it. It was from my past life, I was singing at a piano in an airport and the rest is history. A few months later I was on team Adam and my life was completely changing.

 

From a small town in North Dakota to moving to the big city to having everything at my fingertips to nothing to then being on the voice and now my life is like whoa! I can’t even believe I’m sitting here with that story. I was pretty content with being a nanny and fine with it.  I was just about to start playing out again and doing some bar gigs. Suddenly I was in front of 15 million people.

 

What is it like when you are on the voice?

 

The word for it is intense. Although I don’t want that to be negative because it is really fun. Imagine being around 200 people that do the exact same thing that you do and want the same thing out of life.  That is inspiring. If you don’t get intimidated by that then you can use that energy and try to become a better singer. The schedule is hard. There’s competition in it which makes it hard. That’s what makes it a great TV show because music and competition don’t normally go together. It’s a hard schedule if you’ve ever been behind the scenes of any TV show it’s like a circus. It’s going so fast and all you can do is sit there and get your makeup done and sing the best you can.  Your mind will never let go that 15 million are watching and you need votes. You become super competitive and want to win.

 

They don’t let you drink on the voice which I think is really great. I couldn’t imagine doing that or being hungover. They try to keep you safe. You do pretape the blinds, battle, and knockouts.  You know how far you’ve advanced before america does. It’s hard to keep that secret. A million dollar clause, if you break that you are sued immediately. I had to tell the family I was nannying for but I was telling people I was off at rock and roll camp or some sort of bootcamp.  RIght before it starts airing you can say I auditioned for the voice until it catches up. You pretape it then you go back. Everyone’s finding out the same info you are in real time.

 

How far in advance are you taping?

 

It’s a long time.  My blind audition was in October, the whole month. It’s four weeks for a 90 second audition. That was October and I didn’t air until March. You’re coming back home every few weeks for the breaks and people are like, “where are you what’s happening.” I had the best job in the world and the family held onto my position.  They just wheeled around their schedules to not hire another nanny. There are so many people with full time jobs, or going to college, or have kids. I can say this now, you don’t get paid for the first part. At a certain point you have to join the union, then you get paid for the airtime, but that’s months into the process. And it doesn’t make up for what you lost.

 

Thank god I had a family that supported me. Friends, people started a go fund me, we sold t-shirts. My boyfriend was holding down the fort at home, paying the rent.

 

What did you tell people in your not close circle?

 

I’m doing extensive training in Los Angeles, I was thinking people thought I was at rehab. I’m a rock chick, I mean, no stranger to a cocktail. I was telling people I was trying to get back in the business. They said great keep going, take meetings in LA.   There were people at the actual hotel you’re staying. They see you kumbaya – ing around the fire and singing constantly. It’s super loud you can hear people warming up. They would ask if we were filming and we said we were at rock and roll camp.

 

You were on team Adam, tell us about that.

 

I feel like now that I know people on a bunch of teams especially since I’m on a Facebook forum, Adam showed up and filmed but he also loved to loiter.  He was a people’s person, once it got down to 6 of us on our team, I would go hang out with him while he’s waiting to film. As far as voice lessons go, and what you’re seeing vs not, we spent about 45 minutes a week with him. It was more than I thought it would be, but a lot of people go Oh god that’s nothing. At one point we had a three hour rehearsal with one of my songs because it wasn’t going well, he was there and he rode it out with all of us. I’m sure getting union over time.

 

Was he really coaching you?

 

He really was for me. He really took special care into picking the songs and making sure I was comfortable and that the producers weren’t driving the bus too much.  He wanted me to swim down a certain lane and if we went a certain way we could get the votes. It was winter in MN so we could get a lot of votes. We still keep in touch, I don’t know if anyone else has that story but I could text him now. He threatens we’re going to golfing one day. He came through town recently and I asked to hang out, we had sushi and beer. He loves to help me, he tweets about my new singles. He’s the real deal for me. I don’t know if i’m the only one. He has no business remembering who I am it’s season 15 now. I gave him a prince onesie for his newborn, and he hand wrote a thank you. I gave him some little t-shirts when he came through town. He’s so excited about being a dad, loves his wife, she’s amazing.  He’s 6 2’ everyone thinks he’s so little but he’s not. Blake is 6”5’ so he makes everyone seem little.

 

Now that you are done with the voice and you’ve moved on, 4 years, what are you doing now?

 

Well we came home and I went back to my nanny job for 2 months because I was under contract. I had to wait until I was free and clear from anything NBC universal wise, and I decided to dive back into the music industry.  Released a single called Fearless. I wanted something that encapsulated my experience, I know I was a rocker and it’s not a rock song but it’s the inspiration I wanted out there. It compelled me to talk about overcoming obstacle, like the surgery and never thinking I’d be in the industry.  I would get all these twitter messages from teachers about coming to their classes. I would pop into these classrooms and talk to these kids, let them ask me questions and sing for them. It was a surprise for them. All these teachers said why don’t you put together assemblies and see if you can go to the legislature and if they will fund you to do this. So we did. WE go the ND legislature behind this, the MN people behind this. I started to make it an anti bullying campaign with the follow your dreams message, be kind you’ll get farther, I wasn’t on the voice because I was unkind. I didn’t get the votes because I was a meany.

 

The teachers love it, they talk to the kids everyday about it, but after I leave they say that the kids are using their manners. “Kat says to be kind, etc” it inspired me to keep going. I was still doing concerts, I was on a full tour trying to fit the school assemblies in. I never worked harder in my life ever. It started to get me going, you know this may be good for adults and we put together a corporate campaign. We went into companies and turned my message to being fearless in your workspace.  Stepping over the line of fearful to finding success on the other side. A lot of times we are not dealing with fear, we are dealing with doubt. You are doubting yourself and your self confidence. It’s been a crazy journey and great ride, to be able to talk to people like that and share my experience.

 

Aside from going out and performing at galas, what else are you doing?

 

Now we are in preparation for my big christmas tour. I was a huge Loreline fan growing up. I grew up playing piano and playing her songs.  I met her finally, she’s little, she’s my height. She’s so inspiring and started doing this christmas tour and I thought why can’t i do that?  IN the concert world it’s hard to work in December January February. It’s great to do summer festivals and fall and spring fests, but when it comes to winter now what?

 

I put together this variety show. It’s way different. I know a lot of people think of me as the girl that sings Heart or Fleetwood Mac. We do traditionals, I write a ton of christmas music each year, we record records, I tap dance in the show, I play my french horn, my dad tours with me and plays horn with me, it’s a family affair. I tell people to bring their kids. It’s Christmas, nobody is more Christmas than me, I was born December 23rd, just in time for Christmas.

 

Tell me more about that…

 

We really focus on the midwest, especially when you are in a van and trailer in the winter time.  You get stuck places so we keep it close. MN, SD, ND, WI, IA. We do about 20 dates a year.

 

We do it at Chanhassen, we were approached a couple years ago, they have the fireside theatre. I said let’s give it a shot. Instead of doing one big ordway or Orpheum, we do five at Chanhassen. It’s super intimate, we pull people on stage and it makes sense in the 500-800 person theatre. Chanhassen is 300 so we do more. It’s all wood and has the A-frame, it feels like Christmas.  That starts November 29, 30, December 1,2, 3. We’ve been in rehearsal, been prepping the tour. We have costumes custom built for all of us. 10 person band we have an orchestra. Tickets are on sale for all locations. Go to katperkins.com It’s a christmas extravaganza!

 

The people who listen to our podcast are in the meeting and event space. From a performer’s perspective. How do you engage with an audience and make them feel more connected?

 

When it comes to meetings and events, the music part- every big event I’ve been at it’s fun to celebrate the end of the night with a party and dance, enjoy a concert at the end after they have raised money for a great cause. When it’s within a show we use my songs that are more inspirational to tug at the heartstrings. During the program.  I have a song called you are not alone that just fit totally for the Ronald McDonald house. Fearless works a lot within meetings and corporations because it’s inspirational.

 

Speaking is kind of self serving. Talking to people about how to live a better life, a more successful life, how to be happy and enjoy the success and not dwell on the things that go wrong. Redefine win. On the voice I didn’t win I got fourth place but I won in the sense that 600,000 auditioned for that show and I got 4th. So I won! I love giving that message too. It doesn’t always mean the trophy or new car, which I wanted on the voice. The top three got a car, on my season it was a kia.  Now they do Nissan, maybe toyota. Redefining winning is big. Helping people step outside of their comfort zones. I don’t want to date myself too much, but as we get older and the audiences that I’m speaking to it’s harder to be brave. It’s harder to get over that dwelling failure thing that we have in our peripheral. I’ve learned to overcome that every single day. I have to make that choice and a lot of people won’t put that together unless they are told it’s a decision.

 

You seem very grateful and happy and not stressed by people wanting to be fans. You stay around to talk to everybody.

 

It goes far with fans and that’s why I do it. People asked if I’m bugged by going to the mall of america and being bombarded by people. I love that, I have to add an extra half hour. I worked all my life for that thing and to have those fans. On my side of it, I want those fans because I want to be able to inspire them. Do you know how many artists inspired me to be where I am?  If I had the chance to tell them, I would totally take that chance and hopefully they would receive that. That’s part of it, I love my life and job that way. Even if I am the ending band at a meeting or a gala or something I definitely stick around to say thank you. A lot of people have never heard of me until then, and that’s great, I just want to connect and brighten their day and celebrate.  That’s my job.

 

I have the story where we had a ton of lysiums back in the day. We had a ton of people come through my school from poets to singers to world war 2 survivors holocaust survivors magicians anti drug campaigns there were so many I remember. I remember being inspired by a WW2 survivor. I saw him at our school and I did all my speeches about that man and his journey.  He changed my life. He’s no longer with us but it was that moment that really helped me become who I am. I hope i have kids all over the place talking about this 20 years down the line. I hope people are inspired by me. The great thing about the voice it appeals to ages 5-85 and when I got off the show that was my goal. Keep appealing to ages 5-85, why wouldn’t you?  

 

Katperkins.com

Contact page goes straight to her phone

 

 

Meeting Minds by EideCom

 

Episode 15: How to Succeed as a Corporate Events Planner

Kelsey from Lynn David Events joins us to talk about her experience in corporate events. She shares her story getting her to the point of starting her own corporate event company.

 

 

Tell us about you.

 

I have been a corporate event planner for 13 years. I absolutely love it. I love partnering with organizations to bring their dream to reality.  I spent the last 8 years working for an amazing company, John Wiley and Sons publishing company. Its 215 years old. Thomas Jefferson was president when they opened their doors. I was able to manage 150 events a year, just me with them. I got a really well rounded education and experience. Everything from a 700 person conference all the way down to an 8 person board meeting. Runs the gamut of everything. I’ve taken what I learned from them and struck out on my own this year, and started my own event planning company (Lynn David Events). I named it after my children, Neva Lynn and Brooks David, my 3rd baby.

 

How do you become successful in corporate meetings?

 

I think what separates a novice event planner to one that will go the distance and succeed is understanding that as an event planner you have a responsibility to understand the corporate goals and objectives and how the events support those goals. Ways that you need to do that is really be apart of the leadership discussions don’t be shy to ask to sit in on meetings, the non confidential ones of course, ask questions. So many corporations hold the same conference every year or convention just because that’s what we do, that’s how we do it. But why? What are you trying to achieve? What is the overall corporate goal or objective that this one event is trying to satisfy? How can you change this event to make it better and better? What are you trying to get the attendees to walk away with?

 

How do you set yourself apart and how do you add value?

 

Once you can understand what the goals are and why you are holding these events, the executives will look at you in a different light. You’re not just executing on this event every year, you’re playing into their goals and objectives and they’ll see you as more of a team player for the company. Then you are able to have those strategic conversations and look as more of a strategist in the company. What’s the goal of the event and you can better allocate your budget to achieve that goal instead of googling it and saying “30% of your budget should be spent on food and beverage”. What’s the goal? Are you trying to elevate the event to be looked at as educational experience, playing in that realm, then you will want to spend more money on a quality keynote speaker that people will recognize. What if you are trying to launch a new product or elevate a new brand? Then you will want to spend more money on A/V and production to really make that that product or that brand come to life, really play up the colors of this brand. But you also need to know your audience right? So if your audience is a bunch of foodies you’re going to want to still maintain a very healthy budget for the food and beverage while you’re trying to elevate your brand. Or take brand elements and put it into the food and beverage, like putting the new logo kind of showcased on top of the cheesecake would be adorable like ways to achieve your objectives but also strategically spend money to do so.

 

I feel like I almost can remember, to like the day, the turning point in my career when I was stopped being looked at like a party planner “oh she’s an event manager, she’s strategic”.

 

How do you sell a keynote to your organization?

 

Bring it back to the overall goals and objectives. You gotta think the executives your leadership team they’re getting pressure from higher ups from the CEO from maybe a board to achieve these goals and objectives and if one of them is to really become a player in education space or to build attendance and the attendees really value content and education it is a drop in the bucket $100,000 for a keynote speaker that’s going to maximize attendance and really put yourself, the company,and the event as a major player in education or content that’s a drop in the bucket.

 

What else do you have?

 

I think one of the biggest tips I can give anybody starting off in the corporate event space is you really need to create mutually beneficial partnerships with suppliers and vendors, and I want to repeat mutually beneficial.  Because I feel like early on in your event planning career, you think the way you succeed is you negotiate the cost down as far as possible right? And you need to understand you want your partners to make money you want them to look at you like a partnership where they are really caring about the project and also making a profit on it so they’ll  want to work with you again. Having a partner is a one off you’re creating that long term relationship that this is what you do. You should interview suppliers whether A/V or production or what have you, that share the values that your organization does and somebody you want to be in the trenches with. Tell me one event planner that has been at it, at an event that didn’t have something go wrong, and the reason why they’re always  fine in the end, it’s because of your partnership. We’re in this together and we are succeeding together. You want to have someone you click with that’s going to also look at you like “I’m your partner and I’m excited about this event excited about the next hundred events we partner on”.

 

For new planners in the corporate realm, it’s a very  controversial topic among event planners but I believe you should be transparent about your budget to your partners. So many people think “but that’s my power. How can I negotiate, how can I get the price down, how can I get more for less?” You can’t have a good partnership unless you’re transparent, open, and honest about the budget and  the scope of the event. If you do that right away you’re already going to be in a better spot when the event actually happens because you’re going to get the quality you’re going to get the equipment that you need and you’re going to be within budget because the partner that you decided to work with at the beginning they signed up to be that budget.

 

What else do you have?

 

What I didn’t understand early on in my career which I would love just to make sure that all your listeners do, is not every corporate event  planner has a very clear career path outline for them by their organization. I mean maybe you’re blessed to be working in an advanced division for a company where there’s  40 other event planners and maybe it’s a little bit more clear where you can go in the next 5-10 years, but I didn’t have that. I was really the only one corporate event planner. My advice is you need to know that you can look outside the organization for professional development, opportunities, education for networking and you’re not on an island.  You’re able to turn to organizations like MPI or ILEA or what have you, to seek out professional development to network with your peers. It’s an incredibly giving industry like you’re saying with you know somebody that might be a competitor as an independent planner I have been amazed by how all the other independent planners in the Twin Cities are so willing to help.

 

I think breaking out of the walls of your office exposes you to so many things in the industry because you know if you’re doing the same 5-10 events every year and you really are kind of craving new ideas, you’re craving like new technology going to industry events going to these annual association meetings and talking to other planners about what they’re doing, it sparks so many great ideas and not only introduces you to new people like new suppliers it can maybe bring in technology for you. You can also talk to people openly. I encourage people to not get stuck in the walls of their cubicle. The industry is very giving and you can seek elsewhere for networking and education.

 

What else have you got?

 

Also breaking away from your office, getting out of your typical 9-to-5. What’s incredibly important and if you’re a planner you understand that there’s events always held by different venues our national sales manager, Hilton, Loews, Omni, Independence they all hold events and invite planners to them over the course of the year and I encourage you to take advantage of these opportunities because the whether again you’re you are in a division of 40 event planners, or you are a team of one what’s incredibly important is to stay up to speed on the other different venue options out there and hotels are changing every day.  They’re changing flags, they’re renovating, there’s new hotel popping up, there’s new venue a special event spaces in every market. So many times I’ve had someone from the corporate leadership team come to me and is like “we wanna hold an event in three months, we wanna wanna have it in Nashville”. You don’t always have time to hop on a plane is scheduled to be great no I got a handful of properties that I have on the phone with them.

 

Large corporations often have event teams and planners inside, how often are those people also contracting external planners to plan things?

 

It’s actually becoming more and more common.  So as you know event plans for a year or budgets they ebb and flow from year to year based on the plans and those goals and objectives for the corporate organization so you don’t always want to hire another head to be a full-time employee.  We don’t know if we’re going to need that additional person the next year, so a lot of times they’ll save one or two head counts on their team to contract out other planners like myself and other amazing ones in the Twin Cities. But what’s great, is good quality independent planners, can be an extension of your team in any capacity if you need that ,if you need them to understand the product the clients the attendees whatever so they can actually interact with your guest they can do that, if you need them just behind the scenes doing the grunt-work that frees up others on the team they can do that, there are resources out there.

 

How do you choose the right independant planner?

 

I think really going out and being a part of these associations and networking like we  discussed before. I think that’s incredibly important because you get to know who is in your industry and as we were talking about everyone has their niche, right, like what they’re really good at, what they focus on, what they really excel at, what they bring to the table. You can get to know someone and see if you have a need and you have someone as a resource who would fit what you’re looking for.  

 

As you gain experience in this industry, you can’t do it all, and you don’t want to do it all. As you get more experience you become more self aware and figure out what your passion is and what drives you, you’re able to focus on that one area that you can bring purpose to.

 

What other tips do you have for being great and succeeding as a corporate events planner.

 

As corporate you have to think every company has a brand identity and that needs to be brought to life and consistent through the events. If you went to a target event and it didn’t have red you’d be like who is this?  Everyone has a brand a core identity, brand personality, but also quality and consistency needs to be in events.

 

 

You can contact Kelsey at kelsey@lynndavidevents.com

 

Meeting Minds by EideCom

Episode 11: Tricks to Grow Your Events

Interested in growing your events? On today’s episode Amy Zaroff shares her experiences in the events industry and the core values of her business! Today is all about creating your business’ culture through core values to grow events. Check out Amy Zaroff at www.amyzaroff.com

How did you get going, what’s your story?
 
I always wanted to be in broadcasting and since 7th grade Ted Koppel from Nightline was my idol.  I thought some day I’m going to go to DC and I’m going to work on Nightline. I never worked for Ted Koppel but I did go to Washington DC.  I went to American University,  became a broadcast journalism major, and I worked for all the different television stations in DC and Minneapolis as well.  Back when I was a high school senior there was a show called Good Company which is now Twin Cities Live. Steve Edelman and Sharon Anderson were the co hosts and Steve was my mentor back when he gave me an internship. When I moved back to Minneapolis I started working for Hubbard Broadcasting and I loved production.
Production in any form is telling a story there’s a distinct beginning, middle, and end. And just like when you’re putting on a great show you have to carry the viewer, the attendee, the listener through the story. So there I was getting really excited.
Then my husband decided when we were twenty-five to open an authentic New York Style Deli restaurant. We had it for seven and a half years and that’s where I got the love of hospitality.  The combination of hospitality and production were what fueled me to get into event production. In 2004 we closed our restaurant and just prior to closing a woman who owned a thirty-two year invitation stationary and gift shop called Give My Regards To, contacted me. She said, are you interested in buying my business. I had no clue how to sell paper or gifts or have a retail space but I knew her customer base was an upper to mid-high clientele and I wanted that clientele. So what I did, I bought the business. I turned it into event planning and design because if they were already coming to buy the invitations I was going to convince them I could throw them a great party. That’s how I got my start.
What are you doing today?
Over the years I started with social events, weddings, bar mitzvahs, general celebrations and as the economy changed, close to 2008, people weren’t buying invitations and stationary as much as they used to, most of it was going online. I’ve always enjoyed being ahead of the trend or whats next. When you’re an entrepreneur you can feel change coming. I decided I was going to bring graphic design in-house, I was going to move away from retail space.  I was going to move into an office and industrial space where events came first, retail was second. In 2008 we made that change and moved to a spot in Edina. In 2010 we were getting ready to change the name of our company so people didn’t think of us as an invitation store.  So I paid someone a lot of money to tell me to change the name of my store to my name. In 2010 Target called and that was a game changer for me. They said, do you do cooperate events and do you do national events. And I had done national weddings and bar mitzvahs but the only corporate  I had done was local.  I said yes. They gave me incredible opportunities all over the country. Once you have Target as brand profitability that’s a good thing. I live by the mantra “all you have is your name”. I would say and they would say we stand behind everything we do.
Is it just you, you do have employees?
I do, I have a great team.  I have a team of 4 full-time employees. At some points its been more sometimes its been less. Right now we have a real sweet spot. We believe fake it till you make it doesn’t cut it. We surround ourselves with wonderful creative partners and our team grows as it has to.
You have a lot of experience, for our listeners out there, what are the things they can do to make their business a better business?
We created a core values document for our company. Our EOS (Entrepreneurial Operating System) facilitator, Sue Hawks, she encouraged us to put together our core values document and to hire, fire, reward, and review by it. That’s fine and well I know my team prescribes by these values. I have found it much more helpful to share with our creative partners and our up and coming event professionals so they can really understand what it means.
I said earlier all you have is your name, so understanding the value of reputation is one of our key values. Wherever we are in the community, you’re an extension of your brand. You can be in the grocery store and someone may come up to you who recognizes you and may ask, hey did the invitations go out for our event and even if you’re in your sweats on a Sunday in your baseball cap, you have to be on in that moment because you are representing your company.  You are only as good as your last event so that means not only should it look great and be photo worthy but you have to understand what it means to work with your creative partners effectively, respectfully, with integrity all those things.  There have been times where I have lost my temper and I needed my teams and my creative partners to teach me we are all in this together but there’s a better way you can say that! I’ve learned from that.
Exhibiting confidence and expertise in all that we do.  We can’t fake it till we make it.  If you really don’t know something as a company it’s ok to say it.  As long as you say I’m not sure but I will find out for you. It’s fun when you are in a creative business to learn together. You can throw big ideas out there and see what sticks, and when you throw the big ideas out there, you can figure out how to make it work if you have the right people.
Tell us more on exhibit confidence and expertise.
When you feel like you look good, you exude confidence. There’s another thing about being confident and being an expert in something: if I tell you Sheila has the best cupcakes I’ve ever had or heard about, if I only heard about them and never met her, I’m not an expert. I’m giving you hearsay. There are many people that say I hear you’re great or I hear he is great you should use him, the only way we can know that is if we work together, then we become an expert. That’s really important too.
Hirees and partners should have the similar values as you…
Absolutely.  You have to have had the conversation. Networking can seem like a chore and cold calling people to get coffee, but it’s all about the first impression.  I’m a big believer, especially with people who want an informational interview, I’m going to pay more attention to you if you call me over an anonymous email.
You’ll never replace an in person interview.
Absolutely because you feed off their energy, we right here have had so much fun!
Let’s talk about no dropping the ball.
I love no dropping the ball.  Here’s the deal, if I tell you I’m going to get a proposal to you by Wednesday by 3:00, if I get it to you by Wednesday at 2:30 I have exceeded your expectations.  If I get it to you by Wednesday at 3:00 I have met your expectations and if I get it to you by 3:10 I have not done a great job.  I don’t want you to over promise and under deliver as an employee or as a creative partner. When I am on a timeline you are on a timeline as a creative partner.  We have to work together to understand whats up.
When I have the relationship, over the years, there’s an unspoken understanding between me and the vendor, we know how each other works.  When I have a new employee or training somebody they may not know.  I encourage my team to go meet with as many people from that organization as possible so they can have their own shorthand. I don’t want them to go on the merits of the brand but because they have the relationship. So that’s on no dropping the ball and finish what you start.  Fully deliver what you say you are going to deliver.  You will be trusted more in the industry when you do what say you are going to do and you have the integrity and you care. For me this business isn’t just about making money, it’s about creating life’s most memorable experiences.  We really need to think what that means on a much deeper level.
Keep going…
Willing to go the extra mile. I’m a real proponent of being proactive versus reactive and doing something before it’s asked.  That’s not just for my team there’s been so many times where a creative partner has just thrown something in, going the extra mile makes such a difference! If you’re loyal to others they will be loyal to you, because we’re all in this together.
I have been plenty reactive in my career over the years. Where I learned to be proactive, in the restaurant business when you are a server or a host and you see someone’s eyes come up from the table or from whom they are speaking with you know that even if they don’t raise their hand to say excuse me, they must be needing something or they’re about to ask for something. That’s when you take that proactive mentality and go and say “is there something I can help you with.”  I think that’s important.  This is a really easy skill, you have to pay attention.
I want to talk about being truthful, accountable, and no blame, if you do something wrong or you made a mistake just own it.  I’m the biggest proponent of this because I make a ton of mistakes and I have to own them. I have to apologize when I should and learn from it and move on. There are so many people from my business who have left the company and started their own business’. I do not see that as a problem I see it as a wonderful success story.  Many are female entrepreneurs so I’m excited about that. It’s exciting to teach someone and watch them go.
The last two points are be able to handle the intensity of all situations.  Sometimes with intense type A personalities passion can come across as disrespect. That is not to sugarcoat that if you’re being a jerk you’re being a jerk.  If you really are feeling it, it’s not only you feeling it, but your team too. If you can’t handle the intensity of all situations the event industry may not be for you.
And lastly for our company, we live by insanely high standards.  If there is a seam in a back drop we are using that’s not going to photograph well and we can’t have the seam. The fabricator may say you have to have a seam, well guess what we are going to seal the seam, make it look good, no one is going to know the seam ever existed. Those details matter, we are in the business of details. If you expect great things, great things should and can happen.
What do you tell someone who’s listening who’s thinking I don’t like intense situations, any tips?
It’s important to note it’s never personal. It’s not a personal attack on you the person, it’s the concern about the event in the moment. If you can understand that you are part of a larger mechanism to make something great for someone else and that you’re part of building an experience then you’ll go about it as exciting work. It’s not that I would say don’t join the business if you can’t handle intensity but it is a million miles a minute. There is an innate characteristic of someone in the event industry.  They don’t care about being on their feet 16 hours at a time, they don’t care they may miss breakfast, lunch, and dinner and have to go through the Burger King drive-thru at midnight.  There’s a whole bunch of things.  It’s not a sexy business.
How do people develop core values for their own business?
Every organization has either a mission statement or a value system which is why you’ve been attracted to work for that company. As a leader, a planner, or a designer or anything what matters to you and what value can you add to the company. What can you bring to the table, what can others bring to the table, and where do you see common ground.  Start with 3-5 things, what makes you tick in your business, share that, you’ll find it will resonate with the rest of the team and spark conversation.
How do I deal with team members that don’t line with the core values?
That’s a great question the book you mentioned by Gino Wickman called Traction, talks about there being a visionary in an organization, an integrator, and the leadership. One of the tools he puts forth is putting the right person in the right seat. If you don’t align with the majority of the core values and you’ve been reviewed by your leaders on whether or not you align you may be the wrong person.
It’s important to show these in the interview process.  That will allow the person being interviewed to say do I fit?
What about someone on your team not adopting the core values?
As far as buying in, you lead by example. If the culture is such that everyone is following these values it’s going to just be.  If you don’t subscribe to them you’re going to feel like an outsider. The mechanism that’s in place through the EOS, with this people analyzer it’s part of the review process.  If you follow along with EOS and do what you’re supposed to do it does work. If you’re hiring, firing, reviewing, and rewarding by the document it will work.  You have to be sure every 90 days, if you tend to have new hires, that you are referring back to it. And I would ask the question to that person, how do you feel about how these core values are resonating with you after being here 90 days?
What about making sure your customers are a good fit?
It’s on my website. These core values are on the website for a reason. I want people to know.  If you read this you know there’s no BS, she really means this. Showing who you are and what you stand for speaks for itself, there are times you aren’t the right fit.  Sometimes you have to divorce yourself of a client or the client of you. Fortunately that hasn’t happened in a long, long, long time.  It did happen in the beginning of my career on both sides. I was just learning what I was doing, I was getting my feet wet. I owned an invitation store that happened to do parties, that was over a decade ago. When it does happen, be honest and say we may not be the best fit for you and suggest someone who may be.  That doesn’t mean you think less of the person you’re referring it means you know their core capabilities and they really would be a good fit.  That’s trust.
What other pieces of advice for the early on entrepreneurs?
Education, our community has many great organizations that people can be apart of.  They can be apart of ILEA (International Live Events Association) the wedding community, the audio-visual community. Getting your face out there and meeting as many people as you can, informationally interviewing with people as much as possible.  I see a ton of young women in the wedding space popping up because they’ve either attended an event, helped their sister plan her wedding, or really feel like they are very organized and can handle multiple tasks simultaneously. That does not make a great event planner.  What makes a great event planner is the knowledge of function and form coming together seamlessly and if you don’t truly know what that means get out there and start asking people.
I love meeting with the newbies.  I do not want to do wedding planning.  I will tell you all the tricks I know to make you a great wedding planner, I’ll happily tell you.  Go out meeting, learning, getting educated, follow people on social media. You have to get out there see and be seen in the early days especially.  That’s not to say you shouldn’t later in your career as well, you have to stay relevant.
You can reach Amy Zaroff on social media as @amyzaroff
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