Event Architects To Know in 2024 - Deana Brown Mitchell, Genius & Sanity
Deana Brown Mitchell, of Genius and Sanity, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Jul 25, 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: Deana Brown Mitchell
Company Name: Genius and Sanity
Job Title: President
Can you briefly tell us about your background in event planning and how you got started in the industry?
After working as a banquet manager, I worked in conference services for 15 years, and then I owned a DMC for 10 years.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
It's all about asking the planner a lot of questions so we can find the right amenities, travel situation, and environment for the event. I want the attendees to be comfortable and in a creative environment conducive to the event's objectives.
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?
Once the location(s) are narrowed down, I look for not only the best amenities but also the best meeting space that accommodates the needs of the meeting or conference. I would also look to find concessions for my client that would be doable for the property.
Well, since I worked in the hotel for 15 years, I usually know what they can and can't do. This makes it easier for me to negotiate since I understand the bottom line in hotels. It's about finding out what is important to the client (internal or external) and working with the hotel salesperson to find the best options.
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 use a platform called Freedom CRM that has everything you could need in one place... from contacts, calendars and conversations, to websites, landing pages, funnels and automated email. It has been a game changer. For event orders I have used Delphi, Salesforce, and Tripleseat over the years. I use zoom on a daily basis, there is so much capability there.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Absolutely! Frameworks, templates, and processes are crucial. I have built my own over the years that serves my needs. Checklists are mandatory in my mind at every stage of planning so you do not miss anything!
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Of course! It's the little things. As a DMC, we did a ton of custom gifts for clients that would be delivered each night at turn-down. That was a really fun part of what we did. I also think you can make the registration experience a bit over the top so it sets the tone for the rest of the event. Find out what the people like and find a way to make it special!
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
You can never have too much communication. There are always regularly scheduled meetings on the runway for an event. Of course, pre-cons are crucial, but post-cons are just as crucial if an event reoccurs. The on-site communication between the event team is usually multiple times a day.
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?
My favorites are trivia or games that get people to mingle with people they do not know or would not meet otherwise. It's fun to use something random, like 'everyone wearing red' or 'parents of small children,' to break people into groups. They have something in common but don't really know each other.
On site we always have a written security/emergency/accident plan with local facilities. But there are always things that come up that you cannot fully prepare for. The key is to not panic, be empathetic, and be available to be part of the solution.
Once, I had a group that planned an outdoor event at a golf course. An hour before the event was to start, the powers that were decided that it was too cold and they wanted to cancel. So, we had all the guests in the hotel lobby and busses in the circle ready to go. We made an announcement and had the buses take everyone to town for a night on their own (or in small groups). We moved all of the decor, linens, etc to the hotel so they could have the breakfast as the awards ceremony they had planned.
What are the typical steps you take in the post-event phase?
Immediately, I want to have a post-con meeting with all the players. I want their feedback while it is fresh in their minds. I prepare a report from that meeting, listing all the things that need follow-up. Hotel and vendor billing are also done while everything is fresh. Then, I created a report for the stakeholders with statistics, what we did right, and what we need to do better next time. Then, I will start contracting for the next one!
What key performance indicators (KPIs) do you use to evaluate the success of an event?
The KPIs I use the most are attendance and registration, speaker ratings, networking opportunities, social media engagement, ROI, media coverage/press, retention rate, and, of course, the follow-up from the event survey.
What advice would you offer someone just starting their career in the meetings and events industry?
Understand the WHY! What is the objective? Why is this event even happening? If you truly understand the objectives of the people responsible for the event/meeting/conference, then it is your duty to make sure they reach those objectives. It goes further than an event without a hitch.