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 http://www.amyzaroff.com
Talonya Geary is part of the Tony Robbins organization, an author, and an entrepreneur! She is talking all about what it means and looks life to live on purpose, her new book, and what question you need to be asking yourself.
TELL US ABOUT THE THINGS YOU’VE LEARNED ABOUT HOW TO LIVE ON PURPOSE AND HOW DO YOU DO THAT EVERY DAY?
I love that you are asking that question! It is so important. When I first started speaking in 2012, I spoke about hard skills with a soft skill twist, like negotiating tactics and communication, but over the last 5 years I’ve gone through my own transformation and realized those things are great but I was looking for something with meaning. I wanted to know the “why.” I think people are asking that question now more than ever. I don’t think they were asking it to the degree and frequency we are asking it now, but now if you aren’t asking “why am I doing ______,” you are kind of asleep at the wheel! Some people don’t even know they are asleep so hopefully this wakes them up!
HOW DO YOU WAKE UP EVERYDAY AND FIND PURPOSE IN WHAT YOU ARE DOING?
The distinction to make here is that it is a daily practice. My analogy is this, and maybe it’s just me, but I thought living on purpose meant you get hit by some meteor and the meteor gives you your purpose. I feel like people are waiting to get hit by that meteor! If you know what your purpose is and your waking up everyday and chasing that, then some people are like, “where’s my meteor? It hasn’t hit me yet.” Instead of realizing that you have to make the choice every single day to live on purpose. I’ll give you an example of someone that lives physically on purpose. So you have someone that has a really good body and is really healthy. Well that person has to choose every day, several times throughout a day, to live with a body on purpose. Meaning, drinking water over soda, working out instead of sleeping in, etc. They have to make that choice at every crossroad. Same thing goes for living on purpose. I wake up every day and I write in my notebook. I have 6 principles I answer every day. Those 6 principles can be found in my book. I make the choice every day to live by those 6 principles and rewrite them every day. Or if I find one that doesn’t serve me anymore, I update it and I check in with it. For me, living on purpose is a choice. It is something you do everyday and it is something that is within everyones reach.
SO YOU ARE WAKING UP EVERY DAY AND DOING MENTAL EXERCISES, IN A WAY, RIGHT?
Yeah I do a spiritual exercise too, but I have done this for so long that I think this way. People ask me what my secret is and the secret is that I wake up everyday and I go do. Consistency. Every single day. And because of that there are some days that I have less time, say 3-5 minutes, to do this practice but I’ve conditioned myself, this is my life style, so I think this way.
HOW DO YOU KNOW YOU ARE DOING THE RIGHT CAREER? SOMETIMES WHEN YOU ARE NEW IN YOUR CAREER YOU STOP AND WONDER IF YOU ARE DOING WHAT YOU ARE CALLED TO DO, HOW ARE THEY TO KNOW? ANY GOOD INSIGHT ON THAT?
For me, the end game is “how quickly do I get to serving others?” I think the end game should always be “what is it going to take for you to get to where you’re living a life of contribution?” And if you are working and your life is all about you and how much money you are making, you are going to be addicted to yourself and that is a quick road to disappointment.
To me, I share this in my book, living on purpose meant starting to change the question to, “how can I serve somebody else, a community, an industry?” And there were days I had nothing to give and I still asked that question. By nothing to give I mean I had nothing. I was a mess. I still forced myself to ask that question. How can I stop obsessing over myself and instead serve and give to something other than myself. At one of my businesses we do corporate talent development and I always tell people, “you have to focus on getting to where you’re living life at a level of mastery” and I learned that from Tony. Then, they always ask me what that means because it seems so out of reach, but when you are living at a level of mastery it means your cup is running over. You now have enough that you can pass onto others. I guarantee everyone has reached a level of mastery somewhere in their life.
LET’S TALK ABOUT PEOPLE THAT KNOW THEY ARE DOING WHAT THE LOVE, BUT THEY DON’T KNOW ABOUT THE ORGANIZATION. HOW DO YOU KNOW IF THE ORGANIZATION OR COMPANY YOU WORK FOR IS REALLY DOING THAT FOR OTHERS AND THAT YOU CAN GET BEHIND THEIR MISSION?
I used to do consulting for companies in helping them design their strategic plans. It was interesting that all these entrepreneurs and great businesses had no strategic plan. To them a strategic plan, especially entrepreneurs, think a strategic plan is for a Fortune 500 company. It’s not. It’s a set of guiding principles that guides that organization every single day to reach goals that then get replaced by new goals. For those that have completed a strategic plan, the second phase (or third depending on what model you follow) is always about values and beliefs. What do we value and believe as an organization, as an industry, and as a culture? A lot of people aren’t fulfilled because their values and beliefs individually are in complete conflict with their organization or industry.
HOW DO YOU MAKE AN EVENT THAT SERVES OTHER PEOPLE? AT YOUR TONY ROBBINS EVENTS, HOW DO YOU DO IT WHERE YOU ARE SERVING OTHER PEOPLE AND THEY ARE THE ONES WALKING AWAY WITH THE WIN?
Well if you’ve ever been to a Tony Robbins event you will hear this question, “How do I add more value to them than anyone else?” Tony’s guiding principle is 100% about serving. I know Tony on stage and behind stage and his guiding question is the same. He is all about adding value to every body at every time no matter what.
HOW DO YOU CRAFT AN EVENT THAT SERVES THE AUDIENCE WELL BEYOND THE VALUE THEY PAY FOR?
We are asking that question, first of all. We ask that question when marketing, when selecting music, etc. I always relate it to: integrity. How do I infuse so much integrity into this experience that it leaves everyone shocked. We don’t skimp on anything. We want every person to feel the integrity, from the moment they open an email to the moment they leave the door.
SO IT SOUNDS LIKE COST IS KIND OF AN AFTER THOUGHT? IT’S MORE ABOUT THE EXPERIENCE.
It’s about the why. If you’ve heard Tony speak at some past staff events he talks about how he used to have 12 day events where he was basically paying for people to go through transformation. But those years after years of him paying to keep integrity is the reason why this man makes millions of dollars.
TELL US ABOUT YOUR BOOK. WHAT LED YOU TO WRITE THIS BOOK?
The book for me is 100$ my purpose right now. It is called “#goDo: How to Live on Purpose” The title comes from a song called “Go Do” by an Icelandic artist, Jónsi. The book is in three parts. One-third my personal story and how I’ve overcome horrible tragedy, like my brother’s suicide. It’s also what I’ve learned in the past 10 years and how you can implement that. Basically, it’s a 6 step daily goal setting exercise. The third part of the book is the data and research behind the 6 steps. I didn’t set out to write a book, I set out to get my life together. Like I said earlier, 5 years ago I was egocentric, now as I wrap up the book I am proud of it because it finally has a real person behind it. At the end of the day, the book is not about me, it is about contributing and serving others.
WHEN IS IT AVAILABLE?
Great question! You can preorder the book now. Go to talonyageary.com/preorder and you will get an autographed copy shipped right to you. It hits the streets, bookstores, and Amazon on August 23rd! If you want a sample of it, text Go Do to 345345 and that’ll send a preface of the book, a bit about me, some testimonials from some very influential people, etc.
Look up Unleash the Power Within for everything with Tony Robbins! To talk to Talonya, email her at email@example.com!
Meeting Minds by EideCom
Cole Hatter is a world-renowned speaker, entrepreneur, and philanthropist. In 2015, he started the event Thrive, a conference for entrepreneurs focused on not only making money, but Making Money Matter. In this quick, 30 minute episode, Cole shares with us his inside tips and tricks.
HOW DO YOU GET SUCH AMAZING SPEAKERS? Like Grant Cardone, Les Brown, Gary Vaynerchuk, Robert Herjavec, Jack Canfield, Kevin Harrington, Eric Thomas, Ed Mylett, Tai Lopez, Naveen Jain, and Jesse Itzler.
We get 600 speaker requests a year and many are doing well financially, but you also have to be a pretty rad person to be speak at THRIVE. We have to be selective.
HOW DO YOU TAILOR YOUR CONTENT AROUND SUCH A MEANINGFUL MESSAGE?
The theme of Thrive is Make Money Matter. Make Money Matter is about making an impact. For example, TOMS shoes. We weave that into the event iN two ways: some speakers are just there to teach on how to make money. It is extremely tactical, not just some cool morning routine. We see Thrive as 70% How-To and 30% about what a difference your money can make. And other speakers are speaking to the heart issue of the entrepreneurs. By Sunday, you will have cried, laugh, and have several pages of notes about what you are actually going to do to start making money immediately.
WHERE DO YOU SEE THE EVENT GOING IN THE FUTURE?
The vision is to fill stadiums! Which is why we keep Thrive affordable. If you compare Thrive to similar events, they are usually 3x or more, more than that. Which can sometimes create confusion, like there must be something wrong with our event because we charge so little, but we want to get this message to the masses. Thrive gives its profits to a charity each year. Last year it was Claire’s Place Foundation and we gave $178,000. This year we’re partnering with Water.org, which is about providing clean water to people in third world countries.
WHAR WERE SOME OF YOUR CHALLENGES DURING THE FIRST YEAR?
Events suck, period. It was incredibly challenging and ,ore emotionally taxing than any other business I’ve ever had. Mostly, because there are so many variables and I have less control. I have 26 speakers that all have lives and every year there is one or two that have an emergency and have to cancel, etc. Also, hotels. They are such a rip off. Marketing is also very difficult due to all the free content online. What sets us apart is that all of our speakers bring NEW content. Plus, the networking and experience is unbeatable. You can’t network on a podcast. Despite the challenges, we keep doing it because we get to meet amazing people and for the stories of success we’ve heard come out of it. But, don’t be a seminar junkie! When are you taking the time to implement what you are learning? I would suggest going to one event a quarter and listen to podcasts always. Learning how to do push ups is one thing, but actually doing them is another. Get information and then implement.
HOW DO YOU CRAFT YOUR ROSTER TO MEET THE MISSION OF YOUR EVENT? BECAUSE EVERY EVENT HAS A MISSION AND A GOAL.
I like how you prefaced that. Our mission: teaching entrepreneurs how to start for-purpose organizations or convert their current organizations to be for-purpose. It is a combination of finding speakers that are just going to teach tactics, as well as some that have lived out the for-purpose aspect. Our goal is to have butts in chairs and to make it a huge success. So another consideration is finding people who have audiences. You need to have influencers on the roster.
HOW DID YOU CHOOSE LAS VEGAS FOR YOUR EVENT?
Thrive was created as a result of losing two close friends that died when I was on my way to Las Vegas. So I did this event to honor them. The next year we did it in San Diego and it was great, but the Manchester hotel was not available for Thrive 3 on the dates we needed. So we went back to Las Vegas last year and were at the Hard Rock. This will probably be the last year in Vegas because we are about to outgrow it. So it started in Vegas out of sentiment, and it’s now in Vegas strictly for production and it is a destination area. It’s easier to get some to go to Vegas than say, Minneapolis. Vegas is more touristy and fun.
ANY LAST THOUGHTS FOR ANYONE WHO ORGANIZES CONFERENCES OR TIPS ON HOW TO MAKE A REALLY GOOD, MEANINGFUL CONFERENCE?
Conferences are becoming extremely popular. You have to figure out a message or narrative, like Make Money Matter, and you need to have a massive following so people want to show up just to see you! When I first started Thrive I had no following and no email list, but I said screw it and did it. The reason it worked is because of the heart of the mission. No one there knew me or cared about me, but I did have big name speakers draw a crowd like Gary Vaynerchuk, Keith Ferrazzi, and Robert Herjavec. And a unique, special mission. There are probably more events now than ever, so if you want one that draws a crowd it has to be something people cant get somewhere else. If you come to Thrive, it feels like nothing else. We work so hard to make that happen, from the color of the lighting to having Bulletproof coffee in the lobby, etc. Put thought into the ambiance.
HOW DO WE FIND OUT MORE ABOUT THRIVE?
It is this September, the 14, 15, and 16. The website is attendthrive.com. Use promo code: MMM to receive 20% off!
Meeting Minds by EideCom
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