In our fourth episode, we meet with Becky Harris & Lauren Segelbaum of Event Lab. Since 1994, Event Lab has been your one-stop-shop for everything event decor, event planning, and event management. Whether hosting a small social event, planning a wedding, or getting ready for the biggest corporate meeting of your life, they will make your event unforgettable! Becky, the Founder/Owner, & Lauren, their Senior Event Specialist, share where to get the biggest impact for your budget (hint: it’s not silk flowers!), and other tips/tricks for giving your attendees a memorable experience!
Contact: BHarris@eventlab.net, LSegelbaum@eventlab.net, or for more information go to www.eventlab.net
HOW DID YOU START THE BUSINESS?
Pretty much by accident at home. I was doing a lot of volunteer events and meeting people in the industry. Pretty soon I turned it into an opportunity to make money. I was doing everything, but owned nothing. Pretty soon I had 50 glass vases in my garage and then props, big and small. So I had to get a warehouse space and some people!
WHERE ARE YOU AT TODAY?
BECKY: Today, we are one of the largest event companies in Minnesota. We have probably 18-20 full time staff members, lots of part time staff, and our event staff that are all independent contractors. And today I am part owner. I sold part of the business, because I didn’t want to stay up at 3 am worrying about everything.
LAUREN: I’ve been there for almost 12 years and have been in the business for almost 22 years. I was burnt out in my old career and decided to become an event planner. I have worked for non-profits, another agency, and then I started at EventLab part time and now 12 years later I am the full time Senior Event Specialist! We bring all the pieces together for the host to make the event as seamless as possible, so they can be a guest and be thankful at the end of the night that they were able to enjoy their event.
HOW DO YOU GET THE CLIENT’S VISION AND TURN IT INTO REALITY?
Every one of our Events Specialist is creative. When we interview for new event staff, you have to have a really strong right and left brain. Be creative and logistically capable to do the job with excellence.
HOW DO YOU COME UP WITH THE VISION?
A lot of the time they have some idea, whether it’s a theme or something like that, and then we ask the questions. Like, what has worked and what hasn’t? What’s your goal? What’s the profile of your attendees? Often when we get a theme, it can be subjective. So we have to ask the question, “What does this mean to you?” So we help them find their vision and then we transform a room based off that vision. If budget is an issue, then we ask, “Where do you want to have your ‘wows’?” At EventLab we all have our skill set. Some of us work better with big spaces or tabletops, but we aren’t just a design and decor company. We do a lot of off-property interactive experiences. People do not want to just sit anymore. Every dinner has to have an interactive piece, like auctions or wine-pulls, mystery boxes, etc. Entertainment is key. Not just a band on the stage but conversation entertainment, roaming entertainment, outside or in the pre-function entertainment.
SO HOW DO YOU HELP CLIENTS WHO DON’T KNOW WHAT THEY WANT?
We send renderings all the time! People are way more visual these days. So instead of sending lengthy proposals, we are using mood-boards using Photoshop. Like we do custom bars, but everyone wants to see what that would look like with their logo and branding, so we send that over to the Photoshop team, then to the client, then back to the Photoshop team to edit it.
IF SOMEONE CAME TO YOU SAYING, “I HAVE A LIMITED BUDGET. WHERE SHOULD I PUT MY MONEY FOR THE BIGGEST ‘WOW’?” WHAT WOULD YOU SAY?
That is an excellent question. It depends on what their goal is for the event. It could be the entrance or the stage. If they’re going to be watching a show or be in a theatre style setting, it would have to be on the stage.
WHAT ARE SOMETHINGS PEOPLE CAN DO TO GET THE BEST BANG FOR THEIR BUCK?
I think that is where you guys come in (EideCom). Lighting has taken on a whole new trend. Lighting elements and all you can do with it is amazing. The one thing I always notice at an event is how great (or bad) the lighting is. Whether it is patterns moving on the wall or it is stagnant. That is probably going to be the best bang for your buck.
CHARLES’ TIP: When we are doing an auction, we make the room super dark while the auctioneer is talking, so it requires the attention to go right to the stage, but when it is time to start the bidding the room lights up and it gets people excited. We create lighting cues.
WHAT ABOUT FLORAL? PEOPLE EITHER SEE IT AS A NECESSITY OR THE LEAST IMPORTANT THING ON THE LIST.
It depends on the demographic of the group and who is spearheading the event. There are some planners that love floral and we love planners that love floral. Floral has changed. I think people are wanting more natural elements, like just picked or garden-style flowers. MYTH: You are not saving money by purchasing silk flowers. We use silks when things are high, like if it is from the ceiling or up on a column, because you get a bigger bang and you don’t have to worry about wilting or drooping. An event should satisfy all of your senses. One client of mine wants a wellness room, a place for her attendees to relax. So we are bringing in massage therapists, we have massage chairs in our inventory, and lots of eucalyptus. Very spa like. We are a jack of all trades. We do hospitality suites, transportation, and so much more.
HOW DO YOU DECIDE WHAT TO KEEP AND WHAT TO THROW AWAY AFTER AN EVENT?
We reuse everything! Say you wanted a carnival themed party, we already have the tents, the custom toppers, etc. We make sure everything looks like we just bought it. We have a lot of furniture, that is a trend that is not going away. People now what creative alternative seating. We are constantly getting new stuff, and having to remove stuff. Our warehouse is a revolving door. Sometimes we try to see if another company wants it, sometimes it goes Craigslist, sometimes people just take it home! We’ve noticed new trends in furniture, where it is no longer soft, white, lounge pieces, but Mid-Century Modern styled. We have to constantly be turning over our inventory at our warehouse in Eden Prairie.
WHEN IT COMES TO BUYING NEW STUFF, DO YOU BUY FOR A SPECIFIC OCCASION OR WHEN YOU SEE SOMETHING YOU MIGHT NEED IN THE FUTURE?
Usually for a specific reason, but lately we’ve been buying in bulk if it is something we notice we are using over and over again. The warehouse is only so big so we have to be mindful of that always.
WHEN IT COMES TO DECOR, WHERE ARE YOU GETTING THE BEST BANG FOR YOUR MONEY?
Since we inventory so many linens, it is easy to do that. But it really depends on your budget and what you think is important. Some people are fine with hotel linens and others want that to be the statement piece. I think color really makes an impact, whether that is in your linens or chair covers or whatever.
COULD YOU GUESS HOW MANY LINENS YOU HAVE?
Thousands. Every color of the rainbow and in several different sizes. If we don’t have the color or shade you are looking for, we will find it.
HOW ARE YOU BALANCING BUDGETS?
Everyone has a budget. So we try to figure out their range. We don’t come in and say here is the fee for us to produce your event. We bring in a mood board and share the price. Then they can say, “oh I don’t want chair covers” or “I like this but can we do it for less?” And that is hard. Sasha Souza says, “It’s not my responsibility to pay for your event,” and that is very true. We are in an industry that brings a bit of a sticker shock for people who haven’t done this before, like weddings, but most corporate clients have a pretty good understanding of costs. The best thing about working with an event professional is that the client might have a vision but we can work through all the logistics. You need to work with professionals that know how to bring in the right elements and still achieve the vision you have.
DO YOU FEEL LIKE IF A CLIENT COMES TO YOU WITH A BUDGET, YOU CAN BETTER HELP THEM MAKE THE MOST OF IT?
Definitely. Since we have so much in our inventory and we have a great selection of big and small props, we are able to adjust, improvise, and even throw a few things in here and there to make the event better than they expected.
HOW DO YOU HAVE THAT CONVERSATION WITH A CLIENT THAT DOESN’T UNDERSTAND BUDGET OR COSTS?
It goes back to, “Where do you want to create your ‘wow’?” We could do a great stage design or entrance and use the hotel linens or whatever. But we have to be honest and tell them we can’t do it all with that budget, so find out what’s important to you. We try to educate in the most polite way possible, but sometimes we do have to be blunt.
DO YOU EVER HAVE CLIENTS YOU THOUGHT HAD A GRAND BUDGET AND THEN COME TO FIND OUT THEY DON’T?
Oh yeah. Especially with the big conventions that come to town. They used to have great budgets, but now they are cutting back a lot. I’m surprised by how little the big Fortune 500 companies here in Minneapolis will spend locally.
HAVE YOU EVER HAD SOMEONE COME TO YOU SAYING, “I DON’T CARE HOW MUCH IT COSTS, MAKE IT AWESOME”?
Yes! It was at the International Market Square building for an audiologist conference and the more I’d suggest, the more they loved it! They wanted every room to be decorated and tons of entertainment. Two different bands, a lady swinging from the ceiling, a gospel choir, and more!
WHEN IT COMES TO THE FUTURE OF EVENTLAB, WHERE ARE YOU HEADED?
That’s a good question. We have goals of growing, but we aren’t aggressive about it. We are looking to do quality, fabulous events for each company. Each client gets an individual design team working with them. So we want slow growth with quality. We have a team we are really proud of, from the delivery staff to our President of the company. We are very invested in our clients and we care about who is entering into our client’s business. Whether we are entering Aria or the Hilton hotel, that is someone’s home and we want to be respectful if it.
FINALLY, WHERE CAN PEOPLE FIND YOU?
Meeting Minds by EideCom