Our Conversation Piece interview guest today is, Andrea Wyn Schall - the C.E.O. of A Wynning Event, one of the most successful Beverly Hills event planning companies on the West Coast.
Andrea is the author of Budget Bash - Simply Fabulous Events on a Budget.
This particular conversation converges on how Andrea caterers and plans her way through the recession, decides on cutting edge approaches to event marketing, and where she goes from there.
I hope you find this conversation inspiring - and interesting, too.
I had to get an interview with Andrea - to reveal our "Party Conversation" to you, the readers and subscribers of Cater-Hater because...
This particular Conversation Piece will be of special interest for those of you who are contemplating starting your own event planning business.
If you can consider that a highly sought out, very busy West Coast catering maven like Andrea found the time to consent and commit to this interview - all I can tell you is, that for Cater-Hater subscribers and readers, this particular Conversation Piece interview is quite a coup.
Andrea and I met via Twitter. And we've become fast friends ever since. So in case you were wondering - yes, I believe there are certainly benefits to the connections that you can make on social network sites like Twitter.
The Conversation
1.) Are you tough to work for? (Please elaborate about what your personal boss-style is, why your employer-to-employee style is the way that it is and the reason why it works for you. And what you've had to try out and test to become the boss that you are today.)
No, I don't think I am tough to work for. What I request from people who work with me is honesty, integrity and pride in the work they do. I don't ask anyone to perform a task that I haven't done in the past or something I wouldn't do.
I see us as a team that is working hard towards a common goal. I give a 100% to each project and expect those that work with me to do the same.
2.) What do you say your staff members would say it's like to work for a.) you; being a proven competitor in such a highly competitive, party-driven market like Los Angeles? b.) a company like yours; as a proven successful competitor in such a highly competitive, party-driven market like Los Angeles?
Hmm... Well, I hope they would say that they are having fun with the job that they are doing.
I am a hard worker and I always try to insure that we provide clients with 100% satisfaction for the event they hired us to produce. I believe I am fair and my goal for someone who works with me is to provide them with the skills and knowledge to grow on to bigger projects or another job.
In fact, I got one of my interns a full-time position in the special events department at a major Hollywood studio. She was smart, a fast learner and hard worker and there was an opening. I made sure she not only got the interview but was prepared for the interview as well. She ended up getting the job and I was very happy for her.
3.) Whether you know it or not, you've been rumored to be a Hollywood party industry maven who is a threat, taking business away from some of the top companies in your market. How do you feel about that?
As I mentioned earlier, I am a hard worker. I don't see myself taking jobs from anyone. I believe there is enough business to go around. However, I believe what differentiates me from the pack is not only do I "talk the talk", but I "walk the walk". Meaning: I do as I say. I just don't promise to deliver, I deliver.
A great example of this is the book I wrote this summer, Budget Bash - Simply Fabulous Events on a Budget. Someone said to me at the end of May that I should write a book about event planning to help other people produce beautiful events. I know of other event planners who talk about writing a book, but the difference is - I sat down to write it. And I am very proud of the outcome.
Budget Bash - Simply Fabulous Events on a Budget is a "how-to" guide to creating elegant affairs for the budget-conscious consumer. It provides information you need to create parties - from budgets, themes and invitations, to decor and flower arrangements, and menus - to name a few of the areas the book covers.
What makes this book different from the others is, it is me talking to the reader - telling them what to do, what to watch out for, what to ask for in a contract, how to avoid potential party "hazards", and so forth.
Writing the book wasn't an easy task. But it illustrates what I believe in, which is to approach each task with honesty, integrity, and 100% commitment. And to take pride in the work that you do.
4.) Why have you been winning?
Because I am persistent. And I keep going no matter what the conditions are.
Many times at an event, the unexpected happens. You need to be prepared for this and have a plan of action ahead of time to implement. The worse thing you can do is become a "shrinking violet" when party disasters strike. It is my years of being in the "event trenches", and not walking away when things don't go exactly as planned, that has enabled me to be winning!
5.) How did you get started in the party industry?
I first started at a PR agency.
I produced a large cocktail party for them. I loved it and thought, this is what I wanted to do. So I got a job at a party rental company. This was the best training because I learned all about tenting, providing the proper square-foot space for guests, permits, how to work with caterers, what to provide in terms of the correct glassware and dishware count... The list is endless.
I also did quite a bit of cold calling and created a whole new business division for them. This experience led the way for me to starting my own company.
6.) There are people seeking to get into the party industry, that wonder what it's like. What kinds of things you go through/have gone through? What was your worse day at A Wynning Event? Feel free to elaborate.
The worse days are when the phone doesn't ring and you still have to pay the bills. There is a big responsibility when you own and run a business. You constantly have to re-invent yourself. And go out and bring in the business.
8.) Best day?
After an event that went perfectly and appeared to the guests to be effortless.
9.) Is there one thing you'd tell any new party business owner not to live without? If so, why?
A thick skin, since you have to go out there everyday and deal with all sorts of issues - from rejection to loss to computer problems - the list is endless.
I always try and get some sort of exercise everyday and at night. So I turn off the computer. It's tough sometimes to walk away from your business at the end of the day. But you also have to create a life for yourself and not get wrapped up in just work.
10.) These days the party industry, like many other industries, has to be re-thought and re-tooled to be successful and relevant. What are you doing differently due to the recession? And how have your new approaches been received by existing and new clients?
Writing Budget Bash - Simply Fabulous Events on a Budget is a great example of how I've re-tooled my business. When I started to write the book, I realized how much knowledge and expertise I have gained in the 12 plus years of event planning and thought, Why not share this with others in the country? Why limit myself to just producing events on the West Coast?
I know that people see these spectacular "Hollywood" events, but don't have any idea how to replicate them. Or, they think these parties are out of reach because of their budgets. What I have done in the book is provide many "secrets of the trade" so that anyone can throw a great event that is stylish, hip and elegant.
Another area, where I re-thought my business, is to provide my expertise and advice to anyone in the country or Canada.
By clicking on the link to my book, Budget Bash - Simply Fabulous Events on a Budget, you can hire me as your Virtual Event Planner(R). You can book blocks of time, from 15 minutes to an hour, or more. And we can talk over the phone and I can advise you with your special event - from contracts, budgets, theme and more. This is what's so great about the Internet; is the ability to share information quickly and efficiently.
For example, someone might only need my advice for a contract. Once they purchase a 15 minute block of time, they can email it to me. I review their request and then advise them about what to do. By being a Virtual Event Planner(R), I can also provide them with additional menu ideas, design ideas, and more. I'm really excited about this. Because now it doesn't matter where you live, you can receive the same amount of attention and advice as those people who live in the big cities.
11.) Who are your fantasy dinner party guests?
President Barack Obama and our First Lady - Michelle Obama, Queen Elizabeth, and Cesar Millan - the Dog Whisperer.
12.) What current event trend would you like to see disappear?
This whole idea of waiting at the door of a club or event; waiting to get in when you know the place is empty. Let us in and then when it is filled to capacity, the line should form outside.
13.) Favorite event planning trend of all time?
The whole idea of recycling and using eco-friendly dinnerware. And composting flowers and providing left-over food to food shelters. It's an easy and great way to help your surrounding community.
14.) Worst event trend of all time?
Gum chewing on the Red Carpet. When will people learn that walking and chewing gum at the same time is just so unattractive!
15.) Other than yourself, who are your favorite event planners/designers?
I like the looks and designs of Keith Greco and Tom Ford. I think they are quite creative and forward thinking.
16.) When you're creating a concept/design for an event, what inspires you? Where does you vision come from?
It really evolves through conversation with the client - their wants and wishes. The it just sort of grows organically with changes as they occur. Like a flower, an event germinates, grows, and evolves into something beautiful.
In conclusion...
Andrea is definitely a go-getter. She's exactly the type of an event planner that you want to hire to get the job done. She and her team will again proudly mark their 11th year as the Awards Event Supervisors for the Screen Actors Guild Awards®, airing live on TNT and TBS on January 23, 2010.
Oftentimes, people plan to organize their wedding reception (or other types of parties) only to find that they've gotten themselves in over their heads. Andrea, with the party know-how and her savvy, new event management solution - her Virtual Party Planning Consultation service - is available to help you anywhere, no matter where you're located.
It doesn't cost a lot of money. So if you're stuck wondering what to do or who to call upon for party and special event planning advice, this service is available 24 hours a day.
If you're looking to hire the perfect person (with lots of experience) to produce your next special occasion or you want to save yourself the headache of spending countless hours on the Internet, Googling for answers to your party planning questions and problems, contacting Andrea at A Wynning Event to help you will be a smart decision.
Contact Andrea and her fantastic team - they'll be happy to help you.
Andrea Wyn Schall
A Wynning Event
433 North Camden Drive, Suite 400
Beverly Hills, California 90210
(310) 481-9300/Office
(310) 279-5114/Voicemail
(310) 571-0976/Fax
www.awynningevent.com
Beverly Hills, Beverly Hills California, Business, Event planners, Hollywood Los Angeles California, Los Angeles, United States, Virtual event planner, West Coast: Technorati Tags
