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Profile: Roxanne Rukowicz, Behind the Scenes Events

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on March 3, 2010

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WTTC: How did you end up in the event industry?

RR: I completely fell into event planning. I graduated college with a B.S. in Human Resource Management and found myself moving to Washington, DC by way of New Jersey. I needed a temp job to get myself started and my first gig was with an association that needed assistance planning their annual meeting. After that, I grabbed any opportunity I could find to be involved. I’ve worked as a server in catering, as a chocolate fountain attendance, as a roving espresso barista. I’ve also done day-of wedding coordination for probably 200 brides. I’ve worked hard to learn the in’s and out’s of the industry.

WTTC: What have you learned over the years that you didn’t really understand when you first started organizing events?

RR: That there’s so much more to event planning than just getting the pieces pulled together. Event planning is far more than logistics – you’re a therapist for a nervous bride; you’re first-line emergency care for an ill guest; you’re the contingency planner. In those weeks and days leading up to an event, you wear multiple hats and you need to be resourceful with all of them.

WTTC: What is the best piece of career advice you’ve ever received?

RR: “It’s all in who you know.” And there is no better place to live that mantra then Washington, DC – from building strategic relationship with vendors; to scheduled regular face time with clients; to creating impactful, positive relationships with everyone you meet. People work with who they know.

WTTC: Tell us about your “best” event ever. What made it special?

RR: I started my event planning career in the late 90’s with an association that was flush with staffers. Flash forward a few years and most of my colleagues had moved on and I was left holding the reigns for the organization’s largest annual fundraiser. I produced that gala from start to finish. From selling sponsorships to deciding on logistics to printing the name badges and place cards. Walking into the ballroom with my walkie-talkie in-hand having coordinated every portion of the nigh and having it be a smashing success … that was the best night ever. And it’s why I’ll never work in any other industry.

WTTC: Who are some of the groups that you’ve worked with?

RR: The bulk of my planning experience has been with associations, corporations and non-profits. I’ve had the opportunity to work in the social market also…weddings, mostly.

WTTC: What’s the largest event you’ve produced?

RR: I was fortunate enough to assist with production of the Audi Driving Experience around the time I set out on my own and started Behind the Scenes Events. We saw several hundreds of guests at every stop. It added up to several thousand of guests over the eight city tour.

WTTC: How do you stay ahead of the curve with respect to event style and design?

RR: I used to read every industry magazine I could get my hands on. And while I still wait for those glossies to find their way to me in the mail, I scour the blogs. It’s insane how fast pictures and descriptions of events become available. And it’s crazy how creative people are. I also love to spend time on the weekends browsing local boutiques – both furniture design stores and clothiers. The inspiration for event design can come from anywhere.

WTTC: What types of venues do you prefer to use?

RR: The more unique, the better. Washington, DC is filled with special venues. From the museums, private homes, rooftops overlooking the beautiful monuments, modern office spaces, outdoor spaces … the opportunities to create memorable events is endless.

WTTC: What are your main considerations when deciding whether a venue is appropriate for your event?

RR: Capacity, availability, venue accessibility to public transportation (near a Metro stop, parking garage, on-street parking), audio/visual capabilities, what other groups are in the building at the same time and their potential impact on the flow/movement of guests, comfort factor (ability to adjust heating and cooling, comfortable chairs, wi-fi access) and most importantly…what entertainment value the space offers. Does it have a ‘wow’ factor? I love having guests walk away not only complimenting the event, but the location we found to host it in.

WTTC: Any common mistakes planners make when picking a space?

RR: I know that some events lend themselves best to hotels but I often think planners fall back on ballrooms far too often. A little time and creativity should be given to the venue decision so that you can offer your guests that extra ‘pop’.

WTTC: Are there any standout or popular trends you’ve been seeing at events?

RR: We’re seeing an increase in smaller, more intimate affairs for fundraising purposes. With the reduction in large corporate donations, clients are looking to maximize personal relationships. And of course, everyone is keeping their eye to the environment. Clients are looking to reduce, reuse, recycle and stay local as much as possible.

WTTC: If I was to give you an unlimited budget, what would your fantasy event look like?

RR: I have to be honest, I’m recently engaged so all of my focus is on my own wedding lately. If I had an unlimited budget…my rehearsal dinner would be on the rooftop of The Hay-Adams Hotel, overlooking The White House. The service and views are simply exceptional. Wedding ceremony at The National Cathedral. Or in their Bishop’s Garden. The size of the church, the architecture and its stained glass windows are simply awe-inspiring. The wedding reception would be held at The Meridian House off of 16th Street – it’s a private estate built in 1909. Valet for guests and then a quick walk through the home to the courtyard, filled with statuesque linden trees, hanging globes and fragrant florals, for the reception. It overlooks the cityscape…a quiet, elegant oasis above the honks and horns of city life. A tasting dinner with wine accompaniments featuring Volt Executive Chef, Bryan Voltaggio of Top Chef fame, inside the home with tables decorated with calla lilies by our favorite designer/florist. Wedding and groom’s cake from Chef Duff and the crew at Charm City Cakes. A plate full of salt caramel truffles passed, compliments of J. Chocolatier. All followed by an endless night of dancing to a live band crooning hits. Guests enjoying after dinner spirits and espresso bar to keep them lively. Ha! I could do a lot.

WTTC: What type of events are you currently planning?

RR: Behind the Scenes Events is scheduled to produce around 85 events in 2010. We have several corporate and non-profit fundraising galas coming up, golf tournaments, private dinners, weddings, conferences and topic-focused seminars. I’m always excited to hear what the next client has in mind.

WTTC: What makes DC a great event city?

RR: Gosh, the list of what I love about DC is really endless. We have everything here that’s ‘big city’ without the big city feel. A rich and vibrant history. Monuments and attractions that bring us millions of tourists a year. An exceptionally active business community. Great restaurants and nightlife. Park land and multi-use trails that extend from Virginia to Maryland. I can’t imagine anywhere else I would want to live, work and play.

To learn more about the events, venues and trends that are shaping Washington DC society, visit Roxanne’s Behind the Scenes Events blog.

Profile: Christina Coster, Freelance Event Planner

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on February 2, 2010

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WTTC: According to your bio, you’re a trained psychologist. What got you interested in event planning?

CC: Event planning has always been a passion of mine and somewhat of a necessary skill. Coming from a large family that is separated by distance, holidays and family get-togethers have always been big productions that require extensive planning. These family events are some of my fondest memories, so planning has always held a special place in my heart. I chose to study psychology because I felt that learning how to communicate effectively, listen actively, and deal with different personalities are important life skills that serve as a good foundation for any profession. After graduate school, I found myself volunteering for a number of non-profit events and really enjoying being involved in events on a more professional level. From there I started taking classes towards a professional certificate in Special Event, Conference,and Meeting Management at NYU becoming heavily involved in the New York Metro Chapter of the International Special Events Society. Through NYU and ISES I found a number of events to volunteer for. Those eventually turned into freelance jobs.

WTTC: What is your biggest day-to-day challenge?

CC: As a freelance planner juggling two careers, managing my schedule can prove to be quite exhausting and often takes some creativity to get everything done. Finding that work/work/life balance is difficult but very important.

WTTC: What is your favorite thing about planning events?

CC: There is nothing more gratifying than watching that special moment when a guest’s face lights up because a friend, family member or colleague has arrived. It is such a pleasure to witness such a genuine moment of happiness.

WTTC: Where do you go for ideas?

CC: As a NYC native, people watching has become something of a sport for me. New York consists of some of the most creative, cultured and quirky characters on the planet that provide a tremendous amount of inspiration - and entertainment! I always carry a camera and notebook with me because I never know what’s awaiting me around the next corner.

WTTC: What is the best event you’ve ever worked on? Why?

CC: The best event I’ve ever worked on is the one I’m working on currently, EventCamp. It’s the first event of it’s kind, an “unconference” aimed at educating event and meeting professionals to leverage social media and technology. It’s the best event I’ve worked on because it is constantly challenging me. Due to the topic and structure of the event, everyday brings a new set of questions and problems to solve so it’s been an incredible learning experience. Luckily, I’m working with and learning from an amazing team of distinguished event professionals from across the country. Their guidance has been priceless!

WTTC: When does Event Camp take place and who else is involved in putting it together?

CC: EventCamp is taking place Saturday, February 6th in New York City at the Roger Smith Hotel. The EventCamp team consists of Jessica Levin, Jeff Hurt, Michael McCurry and Mike McAllen, with tremendous support form Midori Connolly and Rachel Globus. I’ve never actually met Mike, Michael or Jeff before and only have met Jessica once for a site visit at our venue. We’ve done all our planning via telephone, e-mail and social media platforms like Twitter and Facebook. We have managed to become a cohesive planning team and fast friends. Meeting the rest of the team will be a momentous occasion for me!

WTTC: Creating an event for event planners. Isn’t that a scary thing?

CC: I’m feeling quite a bit of pressure but am confident attendees will be pleased. Event professionals expect a high level of quality and have well trained eyes that pick up on things that attendees outside of the field do not. I am looking forward to post event feed back so we can make improvements and start thinking about our next EventCamp!

WTTC: Who can we expect to see (at EventCamp)?

CC: Our attendees include some of the best and brightest meeting and event professionals in the country. Our speakers include David Berkowitz (@dberkowitz) Sr. Director of Emerging Media and Innovation at 360i, Jason Falls (@jasonfalls) owner of Social Media Explorer, a communications, public relations and social media consultancy, Brian Simpson (@bsimi) Director of Social Media at the Roger Smith Hotel, Damien Basile (@db) Communications Strategy consultant at the non-profit We Are Family Foundation, and Deidre Breckenridge (@dbreakenridge) a PR, marketing and social media professional who owns PFS Marketwyse and has authored 4 books, most recently Putting the Public Back in Public Relations, which she co-authored with Brian Solis.

WTTC: Who should attend EventCamp? And, why?

CC: Anyone who has an interest in the event or meeting industry including planners, marketers and public relations professionals, vendors and venues should attend. All levels of event, social media, technology enthusiasts are encouraged and welcomed to attend. We will have a number of social media “counselors” on hand to answer questions about specific platforms as well as assisting people set up an accounts.

WTTC: With EventCamp, there seems to be as much going on “before” and “after” as during the event. What role does community play in the design of this event?

CC: Thanks to the introduction of social media and technology into the events space, events start the moment they are mentioned in a public arena. Once this seed is planted communities begin to evolve, both organically and sometimes with the assistance of organizers. As you can imagine, being able to reach your attendees easily and efficiently offers numerous benefits to organizers, attendees, speakers and sponsors alike. There are a number of tools that organizers can use to build community. EventCamp is using a site built and sponsored by Conference 2.0 (Omnipress) where our community has been steadily conversing for about two weeks now. We are also using a fun tool called Crowd Campaign where organizers or attendees can pose a question to their colleagues and attendees can vote on the desired outcome. To have some fun and show results, we’ve asked our community to vote on an accessory that each of the EventCamp team members will wear the duration of the day. Right now it looks like the five of us will be sporting Water Buffalo hats a la Fred Flintsone.

WTTC: You’ve built up a big following on Twitter. Any tips you can offer planners to make the most of their Twitter profile?

CC: It’s very difficult to describe yourself in 140 characters or less. Give people a short glimpse into your life and give them something to relate to: “What do you do? Where are you from? What’s your favorite candy?” If you can get visitors to laugh, even better. Your profile may get people to follow but what’s most important is how you interact with them once they click on that button. I always like to send a personalized DM or @ message to say ‘thanks for the follow’ and to ask them a question about themselves. It makes you stand out and goes a long way in building a relationship.

WTTC: You live and work in NYC. What makes New York a great event city?

CC: What makes New York a great event city is that it has something for everyone. No matter the interest or age group of your audience, New York has it… and probably at 3 AM to boot!

WTTC: After EventCamp, what’s on the horizon for you?

CC: Probably a nap :) Beyond that, I would love to see EventCamp hosted in additional cities. Personally, my goal is to transition to a full-time planning position in the events field.

If you’d like to find out more about EventCamp or otherwise get in touch with Christina, you can reach her via Twitter or via e-mail at christina.coster@yahoo.com.

Event Planner Profile - Sharon Kemble, Law School Admission Council

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on November 25, 2009

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. 3 Comments

Does the thought of a contract leave you feeling weak in the knees? If so, this interview is a must read.

Welcome To The City’s Mary Ellen Tristram talks contract clauses (and a whole lot more) with Sharon Kemble, Director of Contracts and Archives, Law School Admission Council.

WTTC: What is it exactly that you do?

SK: I negotiate meeting and event transportation and DMC contracts for over 50 meetings and events each year. In addition, I have responsibility for managing our governance and volunteer activities which include, among other things, appointments of volunteers and the election process.

WTTC: What are you working on right now?

SK: I just finished up our Annual Meeting contract for 2011 with the Hollywood Renaissance.

WTTC: How has the current recession changed your role?

SK: I’m asking for reduced room rates and more concessions than ever before. It’s truly back to being a buyer’s market. However, most of these requests are with companies we’ve done business with in the past so they know that we are not in it just for a one-time hit. They know that we’ll be there when the economic climate changes for the better.

WTTC: How have contracts changed since when you started?

SK: I guess I’m showing my age since I fell into this career like many other baby boomers. I don’t quite go back to the days of a contract being written on a napkin, however today’s contracts are much more complex. When I started in the industry, everything was handled on the phone and contracts had to be faxed, updates written-in and re-faxed several times over. There was no e-mail or electronic communication.

WTTC: Can you share any tips for planners struggling with contracts?

SK: Contracts were once very simplistic but now we are all about making sure we cover every necessary detail in specific terms, such as attrition and cancellation. Make sure you know what is important to your organization, be honest with your sales rep, and ask for what you want when negotiating. I think many planners are afraid to really ask for what they need. Being honest and direct is the most important thing.

WTTC: Conversely, any tips for suppliers? What are you looking for in a contract?

SK: I’d love to see a standard contract used across all hotel chains, but know that’s not feasible. However, if I’ve signed a contract with your company in the past, I’d like to see similar if not duplicate terms in the next contract. It would make my life much simpler and the process faster and more efficient. It would be also be great to see a vendor’s best terms upfront!

WTTC: What is the most difficult part of your job?

SK: Making sure the lines of communication are open and actually working, both internally and externally.

WTTC: Has the recent economic downturn affected your business?

SK: Lucky for us, we are an educational association and as a result we have not been affected as severely as other corporations. People are postponing going into the job force and are going on to law school. To assist our members, we’ve provided subsidies by waiving registration fees and paid hotel expenses for some of our programs.

WTTC: Who do you admire most in the industry?

SK: Those that have worked their way up through the ranks… Someone like Roger Dow of the U.S. Travel Association who started out as a lifeguard or my friend Mike who started as a bellman and is now a Director of Hotel Sales.

WTTC: How do you deal with challenges and still stay grounded?

SK: I try to remind myself that this is not rocket science and that the meeting, contract, etc. is not a matter of life and death. Things will go wrong, challenges will occur, but I remember that it’s all about the journey. You have to learn everyday from the mistakes and experiences. The experiences I’ve had, people that I’ve met and continue to meet, the places I’ve seen in the last 20 plus years as a result of being in the meetings industry remind me why I’ve stayed in this industry this long.

WTTC: What advice would you offer students or people new to the industry?

SK: Have had an understanding of the business before you get into it. Know about MPI, PCMA and the resources they provide, especially for students and newcomers. Join your local chapter and get involved. Go to meetings, volunteer your time—the more you give, the more you’ll receive. I’ve been volunteering in many capacities with PCMA, both locally and at the HQ level. It will enhance your life both professionally and personally. Learn how to network properly. Find a mentor. They can offer guidance when you feel like you don’t know which way to turn. You’ll forge relationships that may end up lasting a lifetime.

Event Planner Profile - Bill MacDonald, Amway

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on October 22, 2009

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This month, WTTC partner Mary Ellen Tristram sits down with Bill MacDonald, Manager, Global Special Events, Amway, a worldwide leader in direct selling, with more than three million Independent Business Owners (IBOs) in over 80 countries and territories around the world.

WTTC: How has the industry changed since you started?

BM: The biggest change I see in our industry is technology and the transformation from a “relationship” to a ”true business” operation.

WTTC: How did you end up in the event industry?

BM: Like a lot of us, by chance. I went to a local hotel just looking for a part time job and started as a third shift housemen.

WTTC: What is the best lesson you’ve learned?

BM: Treat everyone you meet with respect and always be honest, and fair … you know the “Golden Rule”.

WTTC: How many events do you produce in a year?

BM: We average about 150 per year between incentives, and business meetings.

WTTC: What are you working on right now?

BM: We have two major projects going on in our department right now — analysis of our REG technology, meeting management technology ( do we need one), and transitioning our buying of services in cooperation with procurement.

WTTC: How do you keep things fresh?

BM: Amenities for our incentive events is an area we are trying to always improve. One of the hottest and most popular lately has been sunglasses. I won’t plug any certain vendor, but one of them does a great job at this and our guests really love it.

WTTC: What is the one element of an event program that you just can’t do without?

BM: Food & beverage and some time for leisure. These are two things that truly add to a special experience especially when people are traveling.

WTTC: How long does it take to put together a typical Amway event?

BM: We generally like 9 months to a year, but typically we get 3-6 months if we are lucky.

WTTC: How many people do your events attract?

BM: Our events range from 50 - 5,000 attendees.

WTTC: How do you handle guest safety and security at your events?

BM: For our larger events, we have the support of our corporate protection services. They typically send one of two officers to our events. We work very closely with them before and during the event to make sure all facilities and destinations are carefully assessed for potential risk. We also partner with local companies around the world for international destinations.

WTTC: Who do you rely on most when executing an event?

BM: Our Special Events staff and Travel Directors - they are the BEST around!

WTTC: What do you have planned for the holiday season?

BM: We support about 5 to 10 different departmental holiday parties each year. The trend we have seen the most is for the actual party dates to be pushed into January. December seems to be just too busy for people to find the time for these parties.

WTTC: Where do you go to find ideas for all those departmental holiday parties?

BM: In most cases, our parties seem to be the same from year to year. People just want to have some f&b in a relaxed atmosphere with their co-workers.

WTTC: What are some of the key factors to consider when creating an event — holiday or otherwise?

BM: We always try to mix new ideas with the accepted old ideas. People like familiarity, but with a surprise mixed-in from time to time. It is hard now a days to change things up, especially when everyone is so busy. No one seems to pay much attention before a meeting, so you can’t change things up too much especially if it requires an attendee to pay close attention before the event.

Event Planner Profile - Karen Coley, President, Verde Events, Inc.

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Stefani Shanley

on September 22, 2009

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WTTC.com Chicago city partner Stefani Shanley recently sat down with Karen Coley of Verde Events, Inc., a Chicago-based event management company specializing in social and environmentally sustainable event programs. Here is that interview:

WTTC: Karen, you live and work in Chicago. In your opinion, what makes Chicago unique?

KC: Our city has a vibe that exudes pride in our “unique collection” of architecture, friendliness, and love of nature, the arts and sports. It’s a city that embraces diversity and simply “shines.”

WTTC: Why are “green” meetings such a hot commodity these days?

KC: Social responsibility is very high on most people’s agenda. Maybe “global warning” had something to do with it? But, frankly most people actually care about this little planet we call home—so “green” is the new black!

WTTC: How is Verde Events leading the way in terms of green meeting planning?

KC: We parter with hotels and suppliers that have a clear, active agenda in managing and promoting environmentally responsible strategies in meeting management. And, we often suggest destinations that offer a natural “wow-factor” while at the same time delivering an amazing once-in-a-lifetime-experience. Even small things count. For example, we partner locally (whenever possible) on room gifts and choose limited prints by local artisans thereby reducing our need to ship over great distances and our carbon footprint.

WTTC: What’s the biggest misconception around planning a green meeting?

KC: That it is difficult or more expensive.

WTTC: What are some of the “green” events you have coming-up?

KC: We’ll be doing an annual charity-based client/supplier event for Earth Day.

WTTC: Are there certain requirements your vendors must meet?

KC: Yes—and we look to our Green Meetings Industry Council partners first!

WTTC: Are people still expecting big splashy events or has that changed? How?

KC: Over-the-top glitz and bling are in the past and considered wasteful. Mindful planning that shows class and thoughtfulness is “in.”

WTTC: Creativity plays an important role in what you do. How do you keep your events new and exciting?

KC: I keep my eyes and ears open. You can find ideas anywhere — from YouTube to college campuses to the hottest new restaurant. We live in the most creative country on the planet, in the most creative city in the country, and in the most creative time.

WTTC: Do you have a special “green” tip that you would like to share with other planners?

KC: Support efforts to operate events more efficiently and with less waste. We need to change the mentality that all meetings are a boondoggle — so don’t operate under that pretense. As an industry, we need to educate the public (and our clients) that technology actually increases the need for people to get together. So many employees work remotely now. Corporations that thrive are those that are able to develop a strong culture. In order to do that employees must be together for that culture to become real—not virtual. Don’t let too much technology abolish the need for all of us to be together.

WTTC: Has the current economic climate affected the number and/or type of events you’ll do this year?

KC: We’ve actually doubled the number of programs on our books from 2009 to 2010. We did this by sticking to our core values: Exceptional. Responsible. Extremely Creative.

WTTC: What opportunities do you see on the horizon?

KC: The “big house” travel companies simply cannot justify their overhead. Well-managed boutique companies that offer excellent service and creativity at a lower-overhead price are going to grow and thrive.