Event Architects To Know in 2024 - Breen Halley, Halley Events
Breen Halley, of Halley Events, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Jul 3, 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: Breen Halley
Company Name: Halley Events
Job Title: Founder
Can you briefly tell us about your background in event planning and how you got started in the industry?
My background is in public relations, marketing, and brand management. A career in those fields always had a layer of event planning but was never truly the right fit for my skill set and interests. I decided to make a complete career change, and at the age of 30, I left my full-time job and took an internship at an event planning agency. Starting over was terrifying, but it was one of the best decisions that I've ever made.
A few years later, I found myself in New York City working with some of the world's most notable brands, such as American Express, Cartier, and Lamborghini.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
The perfect venue, to me, comes down to the team. I evaluate, from the beginning, the timeliness of communication and the ability to problem-solve and be flexible. Most venues understand that the most challenging requests come directly from the client, and I may simply be the messenger. I find the mentality of 'we are in this together' to be the most important key to a successful event. I also look for flexibility with food and beverage, as a lot of my luxury clients don't like to select a package off of a menu and would like to get creative in their selections.
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 do a ton of research based on location, venue photos, reviews from third-party websites, and an 'it' factor. I like to present my clients with a variety of options and always encourage them to be open to ideas that may not have been the original vision. With the right event production, you can curate a unique event that is 'one of a kind'.
Post-Covid, there is certainly a sticker shock when it comes to both corporate and social events. I've found that most costs have gone up at least 30%. I try to have the conversation early and say that this is what is to be expected now and that it's not me presenting inflated costs.
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)
I'm old-school when it comes to my planning process, from a trusty pen-and-paper to-do list, to most Google Suites. When I worked at agencies, I spent way too much time using multiple platforms, which slowed me down and added extra steps. It is so refreshing to be able to decide what works best for me.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
I use Google Slides to create my design decks and Google Docs and Sheets to stay organized. I also write out my to-do list and love to physically check off items.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
I strive to anticipate an attendee's needs. I also like to look at touch, taste, sound, and feel. An event should be a sensory experience that not only leaves no need unmet but delights in touches of luxury. Working for luxury brands has helped me incorporate those touchpoints into my events.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
I believe in over-communication, even if it's just a quick touch-base email or text message. I will not wait for a client to reach out to me and I always touch base and ask if there is anything that they need. I've learned that it's best not to wait for a complaint and to get ahead of any potential issue.
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?
I think seating has a lot to do with networking. If you create seating sections that are too large, people tend to stick to one table for the whole event. I like to curate lounge seating and smaller tabletops so guests are encouraged to mingle.
Something is going to go wrong; that is almost a guarantee in this industry, and it's important not to panic. I believe in the swan theory; you may be gliding along elegantly on the surface, but no one knows that you are peddling furiously underneath the surface.
I had an event that took place in the French Alps that was based on skiing. When more than half of the attendees showed up and didn't ski, I had to work very closely with the hotel's concierge to quickly put an itinerary together for non-skiing guests. Another challenge was getting those guests up the mountain to ski-in restaurants. Let's just say we had to rent some snowmobiles from a few locals and quickly.
What are the typical steps you take in the post-event phase?
My typical step is a client recap call and internal notes for myself and any learnings.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
It's simple for me, a happy client. I love to hear how attendees had a fabulous time, but what brings me the most pleasure is the client feeling proud of what we have accomplished together.
What advice would you offer someone just starting their career in the meetings and events industry?
I would say be prepared for blood, sweat, and tears. You have to pay your dues. This is not an easy industry and you have to love what you do to be successful.