Plan Your Meetings

What a difference a year makes! Last August, the job of a convention and tourism planner was described as an “extended tour in paradise” with “off hours and long weekends.” Last month, the job of a special events coordinator was No. 2 on CNN Money’s list of “stressful jobs that pay badly.”

Talking with planners on a regular basis, I haven’t found one that takes all their vacation days and almost without exception they love what they do.

So, I was wondering: If you were writing an article about your life as a meeting professional, how would you describe the job of a meeting/event planner?

By Lisa Kraus

The holidays are upon us. This month’s planner profile introduces us to Erica Prewett, a true superwoman of planning social events, as well as a person who keeps the spirit of “giving back” in her heart and mind throughout the year.

Erica Prewett, owner of A Big To Do Event, has been in the business of creating memories through events since 1999.  Organizations such as IBM, AmeriCorps, Habitat for Humanity, United Way of Mississippi, as well as individual families, have experienced stress-free social and corporate events because of this “Checklist Queen.”

Erica, thank you for your time today. How did you get started in the meeting planning industry?

After graduating from high school in 1999, I attended a junior college in Mississippi. While I was there, I got involved in the AmeriCorps program, which provided local charity services in Jackson, Miss. My job was to organize events for the community college. In two years, I planned over 100 non-profit events, including the volunteer appreciation events. Not only did I love planning for non-profit organizations, but working with such a great group of volunteers was fantastic. I really loved planning the volunteer appreciation events and giving back to the people who dedicated so much of their time to such worthy causes. I also planned an “alternative spring break” event. I convinced 16 fellow students from rural Mississippi to forego their standard party-time spring break, and spend it with me in New Orleans to do community service for homebound AIDS patients. These students not only gave up their free time and normal spring break activities, they agreed to go on a chaperoned trip, with strict rules of no drinking, etc., and even were required to hold fundraisers to raise money to go, and work in peoples’ homes. We cleaned, worked in their gardens, painted and did light repairs, and also delivered food. As part of my planning, I was able to leverage free hotel rooms, meals and even a charter bus for transportation. It was a very rewarding experience. To this day, I still receive letters from the people who were on that trip. They tell me that it changed their lives.

After community college, I went on to Mississippi State. While there, I worked with a catering company and was in charge of the college president’s suite for all of the sports functions. I coordinated his suite for game day, including the décor, food, VIP passes, etc. After graduating, all I could think was, “Get me to a city!” So, I moved to Atlanta on May 8, 2004, which was, in fact, graduation day. I immediately got a job in sales. I was working almost 70 hours per week, and although I could see the profit margin, I had no personal time. My then-boyfriend/now-husband’s mother was about to turn 60. I took charge, and planned her party — which people still talk about to this day. It was so successful that I put in my resignation a week later and committed full time to the career that I love — planning. I started A Big To Do Event in 2005.

Tell us more about A Big To Do Event?

We work with many people, but our target clients are influential and entrepreneurial individuals who are highly involved in their community and growing their business. They understand the importance of celebrating success. These are usually people who choose not to plan an event themselves, such as CEOs who have to be in the gym at 5 a.m. and with their families by 6 p.m. We focus on planning the social side of corporate events — such as a VIP party after a meeting. I work with many meeting planners, and help them with their general session; but I plan the fun stuff.

How do you find your clients?

Through word-of-mouth, mainly. I do a little advertising. I’m also a member of
PowerCore. The sole purpose of this organization is for the members to network with people who are seeking new business affiliates.

What is your favorite thing (or things) about being a meeting planner?

There are two concepts that I focus on and am passionate about. The first is thinking about the planning process being like building a ship. You build all of the parts, and on event day, set it to sail. If we do a good job, it doesn’t sink. But, always be prepared to “plug the holes” in the event that something does go wrong. Preparing for all possible scenarios is key. The second is creating our company’s culture to rest on these key words: Be. Community. Changers. “Be” stands for: be there and be what the client needs us to be. “Community” is because we have the understanding that it’s not about A Big To Do Event, it’s all about the client.  We are strong on cooperation and collaborative, and happy to work with clients with that mindset, and make them shine.  “Changers” is key because we are always looking for better, more efficient and smarter ways to make events that move and change people.

How has using Twitter helped grow your business?

When I first started social networking, I started @ChecklistQueen because I read somewhere that people do business with people, not companies. I wanted people to follow me and know me as a person; and then discover that, by the way, I do good business too. Twitter has been very influential in helping me develop connections. I have had requests for introductions based on people reading my tweets. In fact, I am now working with a client on a big proposal just because he saw me on Twitter. Also, when I first started on Twitter, there was another wedding planner who followed me; and she happened to be too busy to handle a proposal. So, she sent me the lead based on my wedding-related tweets she reads on Twitter. I don’t know that I can say that about Facebook.

In which volunteer organizations are you involved, and why?

I am really active with Junior League of Atlanta because I support their efforts to make women and children feel empowered. It partners with other non-profits organizations; it’s like a volunteer database. Every member is required to volunteer to at least 50 hours per year of community service. Some of the Junior League’s accomplishments include the formation of the Atlanta Speech School, and it also is responsible for beginning the hot lunch program in Atlanta’s inner-city schools. I also serve on the board of directors for the Wedding Alliance of North Georgia, am the coach of three different PowerCore teams and am the secretary of Oakbridge Triathlon Team.

You recently taught a seminar: ‘How to Entertain Like Emily Post in a Donald Trump World.’ Tell us more about that.

Well, I just started speaking and educating this year. I have been teaching these workshop seminars monthly and average about 20 attendees at each one. I partner with florists, caterers, home décor shops and other affiliates. I provide instruction on how to design your buffet, why the art of the invitation is important, balancing the guest list, where you should strategically place your beverage bar, the art of the introduction, rules of etiquette, and more. The décor shops that partner with me have the opportunity to showcase their items, and increase their sales. One storeowner sold over $800 of merchandise in two hours. Because of the opportunity, the stores have been really instrumental in promoting the workshops for me through mailings, e-blasts, in-store announcements, etc. Right now, the workshops are free; but I hope to grow them and include an admission fee for which all proceeds will be donated entirely to a non-profit organization charity.

Wow! That sounds like a program that can be beneficial for many planners, too. How can people contact you for your upcoming schedule?

Of course if you’re active on Twitter, follow me @ChecklistQueen. Also e-mail me at Erica@ABigToDoEvent.com, or call 404-547-5712.

Thank you Erica. I would be remiss if I didn’t also mention that you’re also a part of the educational panel at the upcoming PYM LIVE Atlanta Event on January 7, 2010.

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Lisa Kraus is the Director of Marketing & Audience Development and a contributing writer for Plan Your Meetings. She enjoys traveling, music, reading, and is an avid cat lover. She is currently working on writing her first book, a business guide for customer service and employee management.

Anyone in the real world knows that character, ambition and motivation are fueled by overcoming obstacles. Watch this video (brought to my attention by awesome speaker David Nour) and then think about the way people are being educated in America these days.

I remember our school talent shows were forbidden to give awards to kids after my second-grade year, because a mother protested that winning 4th place made her daughter feel inadequate. School kids now aren’t even allowed to play tag in the playground because it might make them feel like outsiders. A whole generation of people entering the workforce today were not allowed to “fail” by teachers and parents. What will that do to American ingenuity? How can we help mentor this new generation so they understand how necessary it is to fail?

Fast Company had this fun little story about the Top 10 “unique” personalities you typically find in a meeting. I was wondering where you see yourself fitting in. Or, as planners, do we all think we’re “maestros”? (I know I do.)

By Lisa Kraus

This month, I had the distinct pleasure of speaking to Marla Watson-Werst, CSEP, the president and creative force behind PeaPod Productions & Smashing Success Events (soon to be known as The PeaPod Group).

After graduating from University of North Texas, she began a career as a helicopter traffic reporter, reporting for some of the best stations in Dallas-Fort Worth. As she grew with the company, she made the transition behind the scenes, as a producer. After several years in radio, she made the move to television, working for KXAS Channel 5, the Dallas-Fort Worth NBC affiliate, and then went on to become a reporter/producer for AOL/Time Warner.

Marla, how long have you been a meeting planner?

I’ve always had an interest and a passion for the industry. But, officially, since 2001, almost nine years now.

How did you get started in this industry?

Well, that’s actually kind of a funny story. I used to work for Time-Warner and also at a local news station here in Dallas. As a television producer, I found many parallels to that job and producing events. Additionally, when people came through the studio, they often looked to me for any assistance with whatever event they had going on. I guess they figured if I was producing the show, I could help produce whatever they needed, as well. So I guess I kind of “fell” in to it. At the time, I felt like even though I had great educational background, I needed to become better educated in the hospitality industry. So, that is what I pursued. I attended classes and obtained my CSEP (Certified Special Event Planner) title. I am currently working on getting my CMP (Certified Meeting Planner), and should have it in the next few months. Shortly after this article publishes, I will also have my CTA.

Can you explain to our audience what the CTA is?

Sure. CTA is Certified Tour Ambassador. As a CTA, one is charged with learning all about the area he or she is in, and being available to work with groups of all sizes on anything they’re seeking about a particular area. For example, CTAs know the area’s history, cultural appeal, all of the sites, etc. We can lead tours and provide area information, things like that.

So, you’ll be a CTA of the Dallas-Fort Worth area?

Actually, I’ll be a CTA for all of Texas! I used to be the president of an organization called TXACOM (Texas Association of Event and Convention Professionals). Becoming a Texas CTA seemed like the next step to take.

Tell me about your company, which is in the process of being re-branded as The PeaPod Group.

I started PeaPod Productions as a side business, during my college years, in 1995. But, it was Sept. 11, 2001, that helped trigger my decision. I realized that life is just too precious to wait for “the right time.” So, I took a leap of faith and made this business my full-time job. I always knew I wanted to have a career in event production and be a part of the hospitality industry. So, I left the news industry and fully committed to my company. We are re-branding as The PeaPod Group, or actually, we’ll refer to ourselves as P3. This is because there are three divisions to the company now: the event side, the audio-visual and video production side, and the social networking and marketing side. Thus, P3.

Your degree is in cinematography, and you’ve worked with a lot of celebrities. What is that like?

I am truly blessed to work with so many amazing people. Being in the film, news and events industry, I have met many people. I’ve really enjoyed it. It’s exciting, but they’re mostly like regular people.

Who are your favorites?

I have enjoyed getting to know so many people, but there are three in particular who have made such an impact in my life; I am proud to call them my friends. The first is the late Gregory Hines. I actually started working with him years ago. I worked on several news announcements with him, and we really hit it off. After that, we remained friends. He was very philanthropic, always giving back to many charities. I worked with him on many projects. His passing deeply affected me. He was a really great guy. Another delightful and truly beautiful person is Morgan Fairchild. I have also worked with her on several projects and still keep in touch with her regularly. She is always finding ways to “give back,” and she continues to blow me away with her inner beauty. I am also proud of my work with three-time Oscar and one-time Emmy winner Marcia Gay Harden. We are both involved with Women In Film. Even her mother is a good friend of mine.

What is Women In Film?

It is an organization of women actors, producers, directors, etc. The national organization was formed in the early 80s; and the Dallas chapter formed shortly thereafter. I joined in 1997 and was the youngest board member. I served on board from 1997-2006. The group’s mission is to empower women by educating them and to help them succeed in what was once a male-driven industry.

You’re very involved with ISES (International Special Events Society). What is your role, and some of the insights you’ve gained through this organization?

I am currently the VP of Membership of the ISES Dallas chapter. Prior to this position, I was the VP of Communications. I believe I was very instrumental in helping our chapter earn the highly coveted Chapter of the Year award for 2008-2009. It was huge honor. I believe that getting involved is important. Being a member of ISES, or any organization for that matter requires time. And, in my opinion, it deserves the best of your time. I do not believe in stretching yourself too thin. To me, joining an organization means I want to contribute everything I can.

Why would you recommend this organization to other meetings professionals?

I believe ISES is the best organization for event and meeting planners because it fully encompasses all types of events, and they have a strong focus on education. Education is so important. ISES offers education in everything they do. Everything from current issues, like green initiatives, to education that everyone needs like contract negotiations. A lot of people join organizations for networking, which is important, too. But, to me, networking and education go hand in hand.

You’re very involved in social networking. Tell me how this has been an advantage to your company and your career.

When I first got started, I never would’ve thought that sites like Facebook and MySpace could help you connect with so many people. Believe me, they do! I have connected with past, present and even future colleagues. It is an opportunity to always meet future business contacts. I have almost 2,000 Facebook friends. And, they really are people I consider to be my friends. When connecting with people, I try to provide relevant and helpful information. I find preferable methods with all of my contacts on how we should connect (Facebook, LinkedIn, Twitter, etc.), what do we have in common, and how can we help each other. Because of my involvement, I started teaching classes on social networking, and am now a national speaker on the topic. I believe social networking is the greatest source of relationship building I have found to-date. It doesn’t replace the face-to-face; but when that is not possible, it sure is a great tool. I am a member of the group ‘Business Butterflies.’ We travel around the country and speak and teach companies of all sizes how they can institute correct social networking tools into their business.

What social networking advice you can offer?

You can use it to market your company for free! You can also connect with people you may not have been able to contact and take that relationship to the next level. Get started by at least get involved in one platform.  I believe people should start with Facebook. LinkedIn is a great business tool, but Facebook is acceptable in both social and business arenas; so it’s a good and easy way to get started and “dip your toe in it.” Then, as you get better and more confident, you may be ready to take on a new one, like Twitter. I often refer to Facebook as the “gateway drug to social networking.” Getting comfortable with Facebook and Twitter is good, so that by the time you get to LinkedIn, you are comfortable enough and ready to set up a good business profile. One of the services we offer at P3 is social networking for companies and organizations that state they just do not have the time for it. Our team will do their social networking for them. We’ll manage the content, upload links and photos, invite members, and help present the image they’re seeking as part of their overall marketing strategy. It’s been quite successful.

Marla, this has been a great interview. I know many will want to connect with you. How can industry professionals and meeting planners contact you?

I say it all the time, I am a big geek! Even my Twitter handle is @ChicGeekGirl. I invite everyone to connect with me on Facebook, Twitter and LinkedIn. Also, call me at 817-489-5332 or 817-999-5701. And e-mail me at Marla@PeaPodGroup.com.

Thank you so much. I know I’m sending you my “friend requests” right now!

Thank you. This has been a blast.

::

Lisa Kraus is the Director of Marketing & Audience Development and a contributing writer for Plan Your Meetings. She enjoys traveling, music, reading, and is an avid cat lover. She is currently working on writing her first book, a business guide for customer service and employee management.

A couple of years ago, I had the pleasure of hearing Tim Sanders speak to a gathering of meeting professionals. “The only reason to have a meeting is to change the world,” he said.

If anything, the media scrutiny of early 2009 has proved how the choices we make as meeting professionals can negatively impact our companies. I hope in 2010, meeting and event planners will show how much positive impact we can have. So, here are some bright ideas to get you started:

1. Five events that have used social media for a good cause.
2. What companies and individuals can do to go beyond making a profit to making a difference.
3. Tips and resources to planning more sustainable meetings.

You know a hotel is hot when both the President of the United States and his main presidential opponent hold functions there on the same day. PYM probably wouldn’t have known that had we not been there for a PYM LIVE Event in Scottsdale, which the InterContinental Montelucia Resort & Spa was hosting last February. As we were doing our tech run, we were informed that Sen. John McCain would be doing a fundraiser later that night, and the Secret Service guys doing “covert” reconnaissance tipped us off that the President would be staying in — where else? — the Presidential Suite. If you haven’t been able to get out and see the transformation the property has undergone (before its major renovation/expansion, it was the La Posada Resort), check out this PYM site tour of the property: