Gianna's Gems - The Power of Relationships in Event Planning
/Hi there,
This week I was lucky enough to literally have a front row seat at the SF Jazz performance of John Beasley’s Monk’estra, a big band orchestra that performs the pieces of Thelonius Monk. They kicked off Thelonius Monk weekend at SF Jazz, a tradition I’m proud to say was founded by my father and one that I hope continues indefinitely! As I sat close enough to high-five the woodwinds section of the band, I found myself overwhelmed with inspiration and awe as the performers listened to each other, took turns improvising and performing solos, and watching Beasley both play the piano and jump up between his part to conduct the orchestra with such enthusiasm it was contagious. It reminded me of leading a team to plan an event and how critical it is that everyone works together in harmony, sharing credit and taking turns carrying the baton to create beautiful music (aka the event).
This week’s Gem is about the key ingredient to successful event planning: Relationships….and why cultivating strong connections is the secret sauce to creating unforgettable experiences whether you’re a Brand Leader, Agency member, Freelancer, or Solopreneur.
Why Relationships Matter in Event Planning
Picture this: You're planning a massive product launch event. The venue's booked, the catering's planned, and your tech setup is state-of-the-art. But here's the kicker – without solid relationships, you're building a house of cards that could topple at any moment. After all, events are only as good as the people behind them and if even one team member isn’t happy or working collaboratively, it can affect the entire program.
Agencies and Clients: A Match Made in Event Heaven
Let's start with the dynamic duo of agencies and clients. Why is this relationship so crucial? It's all about trust, understanding, and shared vision.
For agencies (or solopreneurs):
Building strong client relationships means repeat business. I’ve been interviewing agency members about what drives new and repeat business for agencies. The unanimous answer: by building solid relationships and trust with their clients and delivering consistently.
Understanding your client's brand inside and out leads to more authentic, impactful events, but knowing them personally helps you navigate and understand the nuances when it comes to solving their pain points, managing stakeholders, and flexing your style to meet their needs. I’ll never forget my mother, who owned her own interior design business, telling me once that she was delivering samples and ideas to a client who had a very different aesthetic from her own, but it was important to flex to meet the client’s style. That’s what a good event partner does - maintains strategic direction and guidance through the process, while personalizing to each unique client. After all, it wouldn’t make sense to propose the same type of event experience and style for C Level banking executives as to Gen Z creators.
Open communication channels make problem-solving a breeze when (not if) hiccups occur. The biggest downfalls I’ve seen with agencies is not communicating when something has or is going awry for fear of upsetting the client. Most clients would much rather have up-front communication and be involved in the problem-solving, than hear about an incident after it’s too late for damage control.
For clients:
A trusted agency or solopreneur becomes an extension of your team, not just a vendor and can provide you with a wealth of industry knowledge and creative ideas.
Long-term relationships often lead to better rates and priority service, so maintain relationships with your top partners even when you aren’t under water.
Remember to listen to your agency team members rather than assuming you have all the answers. When you ask questions, you’re saying, “I don’t know everything, but I’m willing to learn.” That’s powerful, and people walk away from the conversation feeling validated and respected. it signals you’re there to learn and grow with them and this often leads to the most powerful outcomes.
An example of how I put this into play is I often have a team member start our team meetings with a quote that resonates with them. It’s a great way to make sure everyone’s voice is heard in meetings and also provide insight into what might be on people’s minds, or their deeper values/passions.
The Client-Freelancer-Employee Trifecta
Now, let's talk about the magical trio of clients, freelancers, and employees. This relationship is like a well-oiled machine – when it's running smoothly, it's pure synergistic delight.
For clients:
Treating freelancers and employees well ensures loyalty and peak performance. Listen as much or more than you speak because when you listen, people feel valued. That’s the kind of energy that makes teams exceptional.
Happy teams are more likely to go above and beyond, turning good events into great ones.
Building and maintaining a reliable network means you always have top talent at your fingertips and can staff up quickly when needed if you’ve invested ahead of time in building and maintaining relationships.
For freelancers and employees:
Understanding a stakeholder's vision makes it easier to exceed expectations. I never start a program until I understand exactly what the client believes success looks like (and then I aim to exceed that in every way)
Positive working relationships reduce stress and make the job more enjoyable. Event planning is often ranked in the top 5 most stressful jobs, so as a leader in our industry, I’m always looking for ways to change this statistic. Take time to meet with your freelancers outside the office for lunch or coffee, get to know them outside of just work meetings, build inside jokes and learn what makes each team member tick, be it playing Mariah Carey when you’re in the War Room, or making sure there’s Diet Dr Pepper backstage.
Events: The Ultimate Team Sport
Here's the thing, folks – events are not a solo act. They're a beautiful symphony of collaboration, and every player needs to be in tune.
Why teamwork makes the dream work in events:
Diverse skills come together to create magic. (Your AV tech and your florist might not speak the same language, but together they create ambiance!)
Quick problem-solving requires trust and open communication.
The energy of a well-coordinated team is infectious and elevates the entire event.
Shared successes (and challenges) build stronger bonds for future projects.
My Gianna’s Gem takeaway:
Remember, in this industry, building trust with your network is your net worth. Cultivate those relationships like they're the most precious flowers in your garden. Nurture them with respect, open communication, and maybe the occasional coffee or cocktail.
When you prioritize relationships in event planning, you're not just creating successful events – you're building a community, a support system, and a recipe for long-term success.
So, here's your homework: Reach out to a client, colleague, or vendor you haven't connected with in a while. Ask how they're doing, share a funny industry meme, or just say thanks for being awesome. Trust me, it's these little gestures that build the foundations for event planning greatness. Until next time, keep shining bright and building those beautiful connections!
Gianna recommends (and for all my all-time favorite vendors and partners visit: https://www.giannagaudini.com/gianna-recommends):
Zbiotic drink - One of my best girlfriends just shared her secret to how she attends wine-filled sales dinners and manages to never get a hangover (seriously, I was all ears!) She told me about Zbiotic, a drink that’s created from scientifically tested bacteria that help process alcohol faster (see how it works). So…I tried it and low and behold, woke up feeling fresh as a daisy! I’m sold. And with this link, you can take $20 off the product and put it to the test yourself before holiday season sets in in earnest!
Podcast - Joe Rogan interviews Naval Ravikant: How to live your life in a happy way, while also retiring early. Lots of amazing gems in here. I listened to the entire thing and found myself writing down and pondering a lof of the great wisdom shared.
SF Jazz - I’m such a fan of this venue and the performances. But the best kept secret I want to share with those who don’t live in San Francisco it the brilliant ability to view every performance online! You can get an online viewing membership here for just $7 a month and enjoy great video content streamed live from every performance.
Nourish: I’ve been hearing promos for : AG1 for years and finally decided to give it a try. My only regret? Wish I’d done so sooner! It is delicious, so easy to add to my routine, and easily adds over 30 vegetables to my diet via a simple drink. I mix mine with matcha in a tea and it’s amazing. They also have packets that you can travel with which are perfect for those plane rides where you really want some nutrients without having to eat a huge salad.
