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Event Architects To Know in 2024 – Bill Wulff, Above The Rim Events
From his journey from Disney to NBC, Bill reveals how he plans for things to go wrong, builds immersive experiences, and leverages high-tech and high-touch approaches in event planning.
Melanie Zeidlhack
Dec 20, 2024
Welcome to the HopSkip Planner Spotlight Series, where we highlight event professionals making waves across the events industry to share lessons learned and raise awareness of their invaluable contributions.
Name: Bill Wulff
Company Name: Above The Rim Events
Job Title: President
Getting a Start in Events
Every event architect has an origin story. For Bill Wulff, it began with a Tourism Management degree and roles at industry giants like Disney, Hilton, and Marriott. But, it was at NBC where his unique approach to event planning truly took shape.
"I got involved with computers trying to help out the show ticketing process at NBC Studio Tours," Bill explains. "That led me to meet the Corporate Events team who needed that same tech approach for NBC's major events - Wimbledon, French Open, Affiliate Conventions and more. It was so successful, they created a job for me."
The Science of Venue Selection
When it comes to choosing the perfect venue, Bill's approach is comprehensive. "There are countless factors we consider," he notes, before listing an impressive array of considerations:
- Location
- Lift
- Local amenities
- Weather
- Quality
- Price
- Space structures and capacities
- Space exclusivity
- Flow path
- Budget
- F&B reputation
- Staff-to-guest ratio
- Senior management's active involvement on the floor
- Rigging capabilities
- Planner references
- Current traveler photos on websites
- Optics
- Potential labor negotiations
- Renovations
- ...and that's just the start
But before diving into these specifics, Bill emphasizes one crucial point: "It all starts with the purpose of the meeting - what's the desired outcome for attendees? From there, it's about leveraging your knowledge of locations and checking the current status of available venues that best align with those needs."
Creating Emotional Experiences
At the heart of Bill's planning philosophy is one central question: "What do we want the attendee to feel?"
"From design to walkthrough to setup and execution, we consider how I would FEEL if I were an attendee," he explains. "Everything - lighting, space planning, sound, color scheme, menus - is geared toward delivering that feeling."
This emotion-first approach extends to networking opportunities: "The approach varies based on the meeting—we might use apps, planned activities, events with structured objectives, or team-building activities. We ensure there's adequate time for free and open communication."
The "Plan for Wrong" Philosophy
Perhaps the most striking aspect of Bill's approach is his emergency preparedness philosophy. "Amateurs plan for things to go right... WE plan for things to go WRONG," he states emphatically. "Nothing EVER works exactly as expected - there are too many variables. Assume nothing."
This philosophy extends to every aspect of event planning:
- Financial Planning: "We ALWAYS budget for worst-case scenario and work backward from there."
- On-Site Medical: "We integrate ACTIVE Paramedics, EMTs, Nurses, and other First Responders with our on-site teams."
- Communication: "Weekly conference calls with stakeholders and direct access - no layers, no gateways, no answering service."
Technology Meets High Touch
Bill's approach combines cutting-edge technology with personal connection. His tech stack includes:
- Event Software
- Survey Monkey
- Various polling systems
- Google Maps
- Chat groups
- Drones
- GoPros
But perhaps more interesting is his custom solution: "I created a group resume system back in 1987 called 'The EventPro' that I've implemented everywhere I've worked. What sets us apart is our database-driven approach rather than relying on spreadsheets. We recognized the importance of data field integrity from the beginning."
Case Study: The Olympic Challenge
Nothing illustrates Bill's problem-solving approach better than his work on the Atlanta Olympics:
"Our client was years behind in the planning process. We knew securing hotel space would be impossible, so we built our own hotel, staffed it, tented parking areas, and secured meeting space downtown near Centennial Park as our 'outpost.' It was an incredible project combining events, ticketing, construction, and staffing."
How does Bill measure success?
His approach is beautifully simple:
"I begin every program or event planning with this question: 'The event is over, they're getting back on the plane to go home... what do you want them to know and feel on the ride home?' If we achieve that - usually confirmed through post-survey responses - we know it was a success."
Building Your Event Planning Career
For those looking to follow in his footsteps, Bill offers this crucial advice: "Find the unfilled weakness and become the 'Go To' person for that. EVERY organization has blind spots - cure that."For those looking to follow in his footsteps, Bill offers this crucial advice: "Find the unfilled weakness and become the 'Go To' person for that. EVERY organization has blind spots - cure that."