Event Architects To Know in 2024 - Aryn Chapman, Ax3 Studios
Aryn Chapman, of Ax3 Studios, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Mar 26, 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: Aryn Chapman
Company Name: Ax3 Studios
Job Title: Founder & CEO
Can you briefly tell us about your background in event planning and how you got started in the industry?
I come from a background deeply rooted in film and theater, having been involved in various production aspects since the age of 13. In 2012, I formed a partnership with an individual who specialized in organizing programs for non-profit organizations. We secured a significant event contract with the American Jewish Committee. However, as the project progressed, it became evident that event management was not within his expertise, leading to his departure from the project. I made the decision to continue, retaining the client, and ultimately acquired the company. This transition marked a turning point in my career, and I have not looked back since.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
When selecting the perfect hotel or venue for an event, my approach revolves around a thorough evaluation process with a focus on strategic goals, the audience, and budget considerations as the main filters. The first step involves clearly defining the event's strategic objectives and purpose. Understanding the needs and preferences of the audience is equally crucial, considering factors like location, transportation, and on-site amenities to cater to their comfort. Budget constraints are carefully managed, ensuring cost-effectiveness and value for money. The venue's capacity, layout, technology capabilities, aesthetics, and ambiance are also assessed to ensure they align with the event's theme and branding. Additionally, logistics, accessibility, and the venue's flexibility play a significant role in the decision-making process. By weighing these factors, I ensure that the chosen venue not only meets but enhances the event's goals and provides a memorable experience for all participants.
What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?
What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?
I begin by understanding the scope of the event:
Event Scope (Regional, National, or International): The first question to address is whether the event is regional, national, or international in scale. This determines the geographical scope of the search for venues.
Participant Data Analysis: I then evaluate data on the event's participants. This step is critical in limiting the amount of travel needed. If most participants are already located in specific regions, it makes sense to choose a venue nearby to minimize travel. However, if travel is necessary, the next step comes into play.
City Selection: If travel is involved, I focus on finding a city that is easily accessible with numerous direct flight options. Ensuring convenient transportation options is key to reducing logistical challenges for attendees.
Demographics Consideration: Understanding the demographics of the participants is essential. For instance, if the event caters to a specific community like the LGBTQ+ community, it's crucial to choose a location where attendees will feel safe and comfortable. Some states may be more welcoming and inclusive than others.
Theme and Style: The theme or style of the event is the next consideration. Is it a tech conference that requires a modern venue with excellent WiFi capabilities, or does it call for a more traditional, old-fashioned atmosphere? The venue should align with the event's theme to create the desired ambiance.
Program Assessment: I then delve into the specifics of the event program. This includes determining how much space will be needed for various elements such as main sessions, breakout sessions, lounges, and outdoor spaces. Ensuring that the venue can accommodate these program requirements is essential for a seamless event experience.
Budget Constraints: Finally, budget considerations are taken into account. I identify the budget constraints and work on strategies to maximize value within those limits. This may involve negotiations with venues, exploring cost-saving options, and optimizing the use of resources.
One significant challenge, especially when dealing with venues, is the presence of hidden fees. For instance, we recently encountered a situation where the venue did not provide tables or linens for sessions, and any tables used for purposes other than food incurred additional charges. To address this challenge, our strategy involves thorough questioning and contingency planning. We ask as many questions as possible during the venue selection process to uncover any potential hidden costs. Additionally, we allocate a contingency of about 15-20% in the budget to account for unforeseen expenses, providing a buffer for unexpected fees.
Another financial challenge revolves around tracking venue fees, food and beverage (F&B) minimums, and room block management. Venues often have multiple events concurrently, leading to potential discrepancies in billing and oversight. To overcome this challenge, meticulous record-keeping is crucial. We maintain detailed records of all financial agreements and periodically cross-check them with the venue's records. This ensures that we catch any discrepancies early and rectify them promptly, preventing unexpected financial burdens.
One more common challenge is venues' requirement to use their designated vendors, limiting negotiation and leverage opportunities. To address this issue, we transparently communicate our budget expectations with the venue and negotiate to the best of our ability within those constraints. While there may be limitations due to vendor restrictions, effective communication and negotiation can still lead to cost-saving opportunities.
How do you leverage technology to boost efficiency during the planning, execution, and post-event stages? What does your “event tech stack” look like? (For example, using Survey Monkey for surveying attendees post-event)
Our tech philosophy centers on serving the event and its participants, ensuring it fits the audience and program and is not tech for tech's sake.
Key tools in our stack include Google Workspace, ASANA, Slack, Zoom, WebEx/Socio, Badgy, Tito, and various AI apps... of course, Survey Monkey, too.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Absolutely, our approach revolves around well-structured templates and documented processes. We aim to streamline every event for our teams while leaving room for unique execution and individuality in each event. This ensures that our clients consistently experience the Ax3 approach, regardless of the team they collaborate with.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Our approach centers on enhancing the attendee experience through personalization, gamification, and fostering community. We tailor event programs to individual preferences, creating a more engaging and relevant experience. Gamification adds an element of fun and interactivity, increasing attendee engagement. Moreover, we allocate ample time for networking and community building, recognizing the strong desire for connection post-COVID.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
This is a challenge for sure, and we do the following:
- Weekly meetings provide a platform for open discussions and updates.
- Shared organizational documents ensure that all stakeholders have access to essential information.
- ASANA helps us track tasks and maintain transparency, with weekly status summaries providing a snapshot of progress.
How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?
What's your go-to plan for handling emergencies or unexpected situations during an event?
Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?
This of course, depends on the audience, the time slotted, and the goals, but here are some of the things we suggest: icebreaker questions or games, team-building activities like simple scavenger hunts or a creative project, or a shared excursion like a walking tour or rock climbing.
We have a plan. In the initial planning processes, we collect emergency plans and procedures from the venue and vendors and then compile them on our own. Once we have this we train our staff and volunteers on these procedures so that we are prepared. I am famous for asking a venue, "So, in Israel, you have to plan for air raids; in California, earthquakes, what's the plan here for (insert local disaster tendency)?"
In a particular event scenario, our team faced a significant challenge with a client who constantly altered the session program on the fly during the live event. To address this, we collaborated closely with the A/V team to develop a highly flexible content delivery system with robust redundancies and backups. While this approach incurred additional expenses, it provided our client with the much-needed flexibility to adapt their agenda in real time. This decision not only ensured a seamless event execution but also showcased our commitment to meeting our client's evolving needs, even if it meant going beyond the initial budget. The client appreciated our responsiveness, and the event was a resounding success.
An Alternate:
A significant challenge I encountered was unexpected budget constraints due to unforeseen expenses. To overcome this hurdle, I employed a strategic approach. First, I assessed the event's priorities and identified non-essential elements that could be scaled back without compromising the core message and attendee experience. Then, I negotiated with vendors for cost reductions and explored innovative sponsorship opportunities to offset expenses. By prioritizing and making informed decisions, I managed to deliver a successful event within budget constraints, ensuring that the client's objectives were met and attendees had a memorable experience. This experience underscored the importance of adaptability and resourcefulness in event planning.
What are the typical steps you take in the post-event phase?
We gather participant data, including registration details and attendance records, along with any tracking data of their activities during the event. Survey results from attendees are collected and analyzed. This information is then distilled into a comprehensive report, which we share with the client.
We also conduct a thorough budget evaluation, comparing estimated costs with actual fees to ensure financial transparency and accountability.
To foster continuous improvement, we convene a "Roses and Thorns" meeting involving all stakeholders to celebrate successes and identify areas for enhancement in future events.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
We ask these three questions - Did the event meet the strategic goals of our clients?, Did the participants feel welcomed and safe and had a good time? and "Did we deliver on all that we were contracted for and promised?
What advice would you offer someone just starting their career in the meetings and events industry?
For those beginning a career in meeting and event planning, my advice is simple: prioritize gaining experience over titles. Dive into a wide array of events and scenarios to build a versatile skill set. The more exposure you get, the more valuable your expertise becomes.