Monday

 

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7:30am — 8:45am

High-Logistic Events: Innovation, Not Aspiration
Stuart Katzen, Director, Eventify, Sydney, Australia

This seminar deals with how a high-logistical event is designed, created and executed. What goes into the planning, budgeting and implementation of an event gives your client maximum “bang for their buck.” We’ll explore the do’s and don’ts of creating events of this scale and tips that both newcomers and experienced event producers can take away. This seminar will also discuss practical yet bespoke ideas that can be easily implemented, from using lighting that isn’t just lighting to create a different space, to stages that aren’t stages. Finally, we’ll discuss how to do it all safely and without anyone getting hurt. You will learn:

•    How to make the most of supplier relations and communication and how to maximize your on-site driver time
•    Outside-the-box’ creative uses for lighting and A/V deliverables
•    “Infrastructure Irony”: breaking through the walls on convention
•    Worksite health and safety and how this affects your event
•    How to creatively transform a “black box” venue with limited budgets

 

From the Drawing Board to the Execution: An Event Building Workshop. 
Bettina Wolpow, Executive Producer, TinaBettina & Co. Branded and Experiential Events, Longwood, FL

This hands-on workshop, designed for all planners, will take attendees through all of the steps, hurdles and logistics of creating a special event from the RFP to the execution and strike. It is not about the sale, but about balancing and then integrating both creativity and logistics. Each attendee will receive a complete “event package,” which will include an RFP, maps and photos of the venue, budget templates, time lines and other documents crucial to the event’s success, including photos of props, décor and entertainment. You’ll then take part in a lively discussion on what works—and what doesn’t. You will learn:

•    How to write a creative narrative in the form of an RFP that answers all of the client’s requests and wins the business
•    How to consistently brand and communicate the event’s messages
•    Why creating a professional special event is not the same as your sister’s baby shower
•    How to create a winning three-dimensional event

 

Bridging the Gap: Strengthening the Relationship Between Vendors and Venues
Kevin Dennis, Owner/Founder, Fantasy Sound Event Services, Livermore, CA

Vendors and venues are both invested in providing top notch services to their clients, yet the relationship between them is often misunderstood on both sides. All relationships go through growing pains and after this seminar you will be equipped with all the tools necessary to strengthen that relationship, whether you are a venue or a vendor. Venues will learn how to keep their vendors happy and vendors will learn the correct steps to take to becoming a distinguished vendor. You will learn:

•    The correct way to get onto a venue’s preferred vendor list and how to keep that preferred list strong
•    How to best communicate with others in the days leading up to an event
•    What venues consider the “perfect vendor,” and the steps vendors can take to fit that image. Conversely, you will learn what vendors think makes the “perfect venue,” and the steps vendors can take to fit that image
•    The pet peeves of both vendors and venues, and how best to avoid them to keep each other happy and successful

 

The Luxury Bride Demystified
Wendy Dahl, Wedding Coordinator, Business Strategist, Chic Productions, Huntington Beach, CA

Wedding businesses around the world are in pursuit of that coveted luxury bride, but do they really know her?  Today’s luxury market has become more complex with the changing economy and a global marketplace, creating many levels of luxury brides.  Knowing your target bride and targeting your messaging can make all the difference in your success.  This session will demystify all of the sides to the luxury bride and help you book more brides that are right for your business. You will learn:

•    How to differentiate the four types of luxury brides and target the right one for your service or product
•    How each type of luxury bride makes her buying decisions
•    How messaging speaks differently to each luxury bride
•    How to align your company with the correct luxury bride to increase your revenues

 

9:00am — 10:30am

Amazing Centerpieces
Bisli Vazquez, Owner, Bisli Event Services, San Antonio, TX   

Here is everything you need to know to create stunning centerpieces. Some of the topics covered are securing the elements for safety, choosing materials including flowers and non-floral items, and how to apply the finishing touches. Participants will watch as a grand sweetheart table and two guest tables take shape, and will join in with finishing touches. You will learn:

•    How to use the right mechanics to hold the centerpieces in place
•    How to secure the flowers and vase using hardware store items
•    How to finish the centerpiece using non-floral items

 

Inside-Out: A Corporate Planner’s Toolbox for Working With Outside Partners
Kelly Dolan, Event Manager, Avedro, Easton MA
Kristjan Gavin, CMP, President, In Good Company Events, Inc., San Ramon, CA

If you are an inside corporate planner, you understand that the success of your projects hinges on two key points: Managing all the internal stakeholder relationships and expectations, and building relationships with your key vendor partners who are outside keeping the project moving forward. This session will give valuable insight, perspective and tactics you can use immediately to create and keep a symbiotic relationship that will blossom. And vendors will learn how to get on the inside track with busy corporate planners and nurture the relationship to its fullest.
For every attendee at this session, In Good Company Meetings and Events will donate $2 to the SEARCH Foundation. We encourage each attendee to bring $1 to donate at the door.
You will learn: 

•    Questions internal corporate planners should and can use to vet new potential vendor partners
•    How vendor partners can ask questions to vet the internal planner for a good fit
•    What to watch and listen for that could spell impending disaster
•    How to work with procurement, purchasing and the internal planner  
•    Post mortem tactics for both planners and vendors

 

Trend Setters, Trend Hoppers and Trend Watchers
Sharon Dexmier, President, Napa Valley Linens, Emeryville, CA

When it comes to trends, we’re usually only as good as the information that’s out there. Are you tired of mason jars, tangerine tango and burlap runners? Sharon Dexmier has spent many years looking at fabrics and listening to “experts” on colors and textiles. In this session, she’ll share with you what she’s learned in her quest for the origin of trends and pull back the curtain on “The Great Oz. This session will explore where trends originate, how they migrate and why we happily adopt them. You will learn:

•    Where trends come from
•    Who are the big influencers
•    Who decides color trends, where they get their ideas and how long a color lasts in the market
•    What’s the next big thing in color
•    What it takes to become a trendsetter

 

I Don’t Speak Lumen: A Meeting Pro’s AV Survival Guide
Midori Connolly, Chief AVGirl, AVGirl Productions, San Diego, CA
Jessica Levin, President, Seven Degrees Communications, Edison, NJ

Have you ever walked into a room where a speaker is desperately trying to make their presentation appear on the screen? Have you been in a bind trying to figure out why a Mac won't connect to a projector? And let's not get started on making microphones work! If you feel this frustration, you are amongst the majority of meeting professionals. In an informal poll of meeting planners, the AVGirl discovered that 100 percent of planners said AV was the worst part of their job. From trying to understand the value of HD versus SD to deciphering an AV estimate, they unanimously agreed they needed help! The AVGirl way is to present technological information in a friendly, non-intimidating manner. This session will give you tools and tips to feel confident and empowered when speaking about AV technology. You will learn:

•    How to identify the individuals on an AV team, including the gear they operate and who to go to for specific needs
•    Skills to personally solve AV challenges such as inoperable microphones or presentations that look wrong on a screen
•    A few best practices and gadgets that can save time and money

 

10:45am — Noon

X to the 5th Power: Creating Extraordinary Experiences
King Dahl, Executive Director of Event Design, MGM Resorts Events, Las Vegas

This design-focused session with one of the industry’s best-known designers will give you insight into King Dahl’s collaborative design process and his “X to the 5th Power” formula. His sources of inspiration and unique techniques in creating dramatic first and lasting impressions will be unveiled, and you’ll also get a peek into the secrets that have propelled his team into one of the world’s leading and most award-winning event companies.  Come prepared to ask all the questions you’ve always wanted to, as King Dahl will be an open book in discussing his work philosophy and personal journey as he celebrates his long and distinguished career in event production. You will learn:

•    Five essential elements that make up well-produced events
•    To broaden your expertise through new forms of inspiration
•    Simple principles to help you become a leader in the event industry
•    How to harness the power of collaboration

 

Sales and Social Skills
John Daly, CSEP, President, John Daly Inc. and The Key Class, Santa Barbara, CA

Ever wonder why a meeting didn’t go so well or felt like you might have unknowingly “put off” a client? Get tips, tools and techniques—the do’s and don’ts of business etiquette. Not only for the novice, veterans might be surprised by some of the shifts in today’s social media world.

A leading event designer for more than 40 years, John Daly has traveled the globe with his Fortune 100 corporate clients. He attributes much of his success to his knowledge of business etiquette, something he studied for more than three decades, resulting in his corporate clients depending upon him to guide them in sales situations with their own customers and other vendors. In typical Daly fashion, this led John to found The Key Class, the go-to-course for business etiquette that he teaches in Santa Barbara County California’s high schools and colleges. You will learn: 

•    How to make a lasting first impression on potential customers
•    How to handle email, texting and social media in today’s business world
•    What red flags to look for with potential vendors, associates or customers and what they mean
•    What not to do during business meetings and lunches   
•    How to have a conversation with a prospective client

 

Using Video Technology to Extend the Life of Your Corporate Event
Scott Frankel, President, Animatic Media, LLC, Hicksville, NY

This session will review the latest in video technology including innovative ideas to take your business event to the next level. You will walk away with cutting-edge tips on how to capture your event content on video for use post-event to extend the life and reach of your event. From custom micro sites to YouTube, video technology can keep your event alive well after the event closes. Video technology can provide a new revenue stream through subscriptions and sponsors for your event as well as keep your event current and forward thinking. You’ll also learn tips on hiring the right video technology company and what to look for when securing your video vendors. You will leave this session wanting to include video technology in your next event and we will show you how to do it right. You will learn:

•    Cost-effective ways to capture video
•    The latest in video technology
•    How to use social networking and blogging to create a community through video
•    How to provide CEU/CME sessions to a wider audience post-event
•    How to provide a new revenue stream for your event that continues when the event is over

 

Setting Your Table to Better Serve Same Sex Couples
Kathryn Hamm, President, GayWeddings.com, Arlington, VA

Same-sex couples have long held commitment ceremonies – in many cases, some are as big as traditional weddings – even when they haven’t had access to marriage licenses. With the opportunity for legal protections now in play in so many states (and more to come), more gay and lesbian couples than ever are getting engaged and tying the knot. Do you want to learn more about gay weddings? Are you interested in working with same-sex couples or already serving them? And, if a gay or lesbian couple does call on you, are you prepared to serve them knowledgeably and professionally? You will learn:

•    How the ever-shifting legal landscape impacts your business
•    Who the LGBT client is
•    How to evaluate and strengthen your marketing efforts

 

2:15pm — 3:30pm

What Is Your Perfect Egg? Pros and Cons of Starting a “Lite” Version of Your Creative Business
Sean Low, President, The Business of Being Creative, New York, NY

Many creative businesses extend their brand by creating a “Lite” version of their traditional offerings. In this seminar we will review the pros and cons of taking this step and how many of these ventures might actually hurt, rather than help a creative business.  We will then focus on new business lines that can actually reinforce the core creative business and vice-versa.  We call these new business lines “The Perfect Egg.” We will discuss several examples of Perfect Eggs and their specific challenges. You will learn:

•    The pros and cons of the “Lite” version of your creative business
•    The pros and cons of Perfect Egg business lines
•    How to launch a Perfect Egg business
•    How to scale or grow your creative business

 

Go Global! How to, When To and If
Andrea Michaels, President, Extraordinary Events, Sherman Oaks, CA; Dior Yarwood, Senior Account Executive, Extraordinary Events, Sherman Oaks, CA

So you’ve been thinking how much fun it would be to work in another country—the chance to travel, meet new people, try new cuisines, practice new etiquette. That’s the fantasy (not that some or all if it isn’t true) but it isn’t the entire reality. So come to this session filled with war stories, challenges, solutions and a realistic picture of what you need to know in order to be successful when you don’t speak the language, don’t have any suppliers, or have never experienced the culture or etiquette. Suddenly you’re left adrift in a “now what?” world where the fantasy and reality may not intersect in the way you’ve dreamed. This session will help you define if this is the road you really want to travel and if you do, get ready to update your passport, get your immunizations and apply for your visas, because when you leave the room, you’ll be ready to take off—or else you’ll be really satisfied with where you are. You will learn:

•    The pros and cons of working internationally
•    How to find resources
•    How to identify specific challenges with accompanying solutions
•    How to differentiate ‘work’ from ‘tour and travel’

 

The Social Referral Factor: How to Ignite a Sales Explosion
Jody Murphy, CEO/Founder, Expect Referrals, Orlando, FL; Michelle Bergstein Fontanez, Marketing Maven, Event Industry Marketing by BeatCreative, Orlando, FL

Listen. Do you hear it? It’s your customers and their friends and they are talking. Talking about you. How do you turn their chatter into an explosion of sales for your business?

Find out how to turn customer conversations into more leads and more customers. Learn how to integrate social media and the new phenomenon of online deals into a marketing strategy called ‘social sharing’ that your competition has not thought of doing yet. And the big secret? This strategy is incredibly inexpensive so you can easily add it into your existing budget. You will learn:

•    How to capture customer chatter and funnel it into improved ROI
•    What social incentive sharing is and why marketing experts are starting to talk about it everywhere
•    How to invent a campaign that works for your industry and your audience
•    If it is all worth it—will the effort actually pay off in your actual business?

 

Attraction Marketing: How to Double Your Wedding Business in 12 Months
Chris Evans, Bridal Business Consultant, Evans Sales Solutions, LLC, Moorpark, CA

Many of us spend far too much energy to convince the bride to ‘buy’ when it is much easier to motivate the bride to call you, resulting in a sale. This session will introduce you to a unique step-by-step process that can easily be followed to move your sales forward. You will learn:

• How to stop chasing the bride and have them chase you
• Steps to generate business for your bridal business
• Techniques for effective presentations
• Closes to use in your sales skills
• How to use technology to streamline the marketing process

 

3:45pm — 5:00pm

Transforming Classic Design into Contemporary Soul
Evan Carbotti, Partner; Jordan Carbotti, Partner, Perfect Surroundings, Newport, RI

As event professionals, our job is not simply to invent completely new concepts or ‘be the first,’ but to rework and personalize existing design concepts and principles. We are all part of one enormous circle of ideas.  As the event landscape evolves and new products and resources become available, it’s increasingly important to understand how to integrate classic design elements and textures with sleek, crisp contemporary style and soul. Discover how eclectic design solutions are becoming solutions for floral, table design and events as a whole, and uncover some of the many avenues for creative ideas, inspiration and progression. You will learn:

•    How the Perfect Surroundings team draws inspiration from people, places and things
•    How the team transformed unique event venues and spaces with numerous before and after photos
•    How to reuse design elements in new and exciting ways

 

The Ultimate Critical Path
Milena Santoro, CMM, CMP, PIDP, President & CEO, MS Productions, Edmonton, Alberta

A great event planner knows the value of a work-back schedule. Attend this highly interactive session and learn the secrets to creating a rock-solid critical path that will allow you to get ahead of what’s happening. Take hold of your event before it takes hold of you. Walk away with a firm understanding of how to perfect the ultimate critical path. You will learn:

•    The benefits of working with a critical path    
•    The three Ws of a critical path
•    Effective strategies to manage the critical path    
•    How to implement tools and technology
•    Best practices

 

Demographics are Dead: How to Utilize Psychographics
Daniela Ferdico Faget, Psy.D, Cerebral Artisan, Bella Signature Design, Bainbridge Island, WA

Demographics such as age, gender and earnings are only the tip of the iceberg when it comes to knowing who your target market is (and therefore gaining their business).  In this seminar, you will learn the difference between demographics and psychographics and discover how to gather and utilize in-depth knowledge about your client to cater to their needs, and therefore gain their business. You will learn:

•    The difference between demographics and psychographics
•    How to gather psychographics from your clients
•    How to use psychographics to identify your target market
•    How to use psychographics to gain your clients’ trust and business

 

Public Relations for your Business:  Get Published and Get on TV
Stacie Francombe, Founder & Editor-in-Chief, Inspire Smart Success, Atlanta, GA

Wedding industry veteran Stacie Francombe will be sharing her expertise and know-how collected from years as a TV host, an Executive Producer and Editor-in-Chief of two wedding industry magazines. Stacie will break down the ways that getting published and getting on TV will enhance your public relations efforts, establishing you as an expert in your field and attracting new business and future media opportunities.  You will learn:
•    The fundamentals of how to get published, including how to decide where to submit your materials
•    What type of materials wedding industry publications are seeking and how to attract the attention of the Editors
•    The differences between getting published in a print or digital medium verses getting on TV
•    Stacie’s e-secrets for pitching story or show ideas to national television executives
•    How to make your events and expertise known to local news outlets

 

5:15pm — 6:15pm

Balancing Analytical & Creative Solutions
Ami Cervin, Meeting & Event Planner, Aimia, Inc., Plymouth, MN

Have you ever wondered how some people can brainstorm the most creative ideas at the drop of a hat?  Or how others can legitimately roll-up every decision and know exactly how it affects X, Y & Z and the bottom line without blinking?  It takes a balance of analytical and creative thought to create successful events, although many planners and suppliers excel in one area over another. Learn how to stimulate both sides of your brain through case studies, interactive exercises, and an opportunity to put those lessons to work to create thoughtful event design and drive sales through customer engagement. You will learn:

•    The difference between your analytical brain and your creative brain, and how they can help and hinder each other in each step of the event process
•    How to identify both the creative and analytical view for each step in the event planning process
•    Simple exercises to stimulate both sides of your brain to keep the business and innovation top of mind at all times
•    How to apply the lessons to your next event or team
•    Resources to find creative and analytical inspiration

 

You are Worth It! Raising Your Prices Painlessly
Gretchen Culver, Owner & Lead Planner, Rocket Science Weddings & Events, Minneapolis, MN

No one enters the special events industry dreaming of riches; if money was the end goal you would’ve headed to Wall Street. Rather, we get into the industry because we love it, but that doesn’t mean we can’t or shouldn’t make money.

The goal of this session is simple: to help you make more money while doing what you love. Everyone deserves to be paid what they are worth and feel valued for the work that they do. Your dream client should be your only client. Your time and talent are worth money, so start charging for it! During this seminar, you will learn some of the key reasons special event professionals don’t raise their prices and how to put together a practical plan to evaluate your business and raise your prices accordingly. You will learn:

•    How to evaluate your business in your specific market to maximize what you are charging
•    Three key factors that hinder businesses from raising their prices
•    A simple plan for  raising your prices with as little financial pain as possible
•    Insight on how your price affects your brand, and how to align the two

 

Panel Discussion
“Altared” Marketing for Wedding Professionals: Custom Tailoring Your Campaign
Moderator : Liese Gardner, Mecca Communications
Panelists: Kylie Carlson, Rhonda Couchigian, Eddie Zaratsian

An online Pinterest contest based on the Hunger Games, a fashion show with linen as the star, an annual Mad Hatter-style tea party. These are all marketing campaigns that are custom tailored for a specific market with different goals and return on intention. Each speaker has repeated these campaigns at least twice, and will share their insight into how they altered the campaigns, tweaking them to be even more successful. Get information on how to partner with media and vendors to make unique marketing campaigns worth the time and effort they take. You will learn:

•    How to formulate a campaign based on something special you do, the message you want to impart or specific sales goals or markets
•    First hand information on what worked and what didn’t and how each of these speakers has altered their campaigns for the better
•    How to use different forms of media for invitations, spreading the word, getting publicity and reaching your target audience
•    What marketing campaigns really cost in terms of time and money, and how to get the most bang for your buck

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