Event Architects To Know in 2024 - Holly Ralph, HollyRalph.ca
Holly Ralph, HollyRalph.ca, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Feb 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: Holly Ralph
Company Name: HollyRalph.ca
Job Title: Director & Owner
Can you briefly tell us about your background in event planning and how you got started in the industry?
I have been planning and coordinating events for over a decade: 600-800 guest charity galas, corporate multi-day seminars, and weddings! My participation began as a small component of different administrative roles for different organizations, not-for-profits, and on the side for friends, which grew over time.
In 2022, I decided to work directly in the events field under my own business, and it has been by far the best decision I have ever made. My knowledge comes from years of experience and I feel my passion really shows in my work.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
When booking a hotel either for accommodations or event space, obviously, the first priority is finding a space that meets our needs (capacity), but once we have our short-list, it comes down to two main factors: location and cost. As much as I would love a database with this information, speaking directly with venues has often garnered the best deals for my clients.
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?
1. Explore the event logistics: What do we want to accomplish? What kind of space do we need to achieve that goal? What’s our budget?
2. Google Search (along with previous experience): what’s out there that fits our needs?
3. Phone calls: narrow our options and see which venues are willing to go the extra mile for our business - any booking bonuses?
4. Weigh our options and make a decision!
Plan, plan, plan! If we plan ahead and allow for some wiggle room in our budget, most challenges (financial or otherwise) can be avoided.
In cases where we are faced with an unavoidable issue, we pivot: relationships are exceptionally important in this industry, and when you are in a bind, you may need to lean on contacts for assistance - don’t forget to lend a hand when they call in a return favor!
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)
Virtual meetings are extremely common since the pandemic. While I always recommend having an initial face-to-face meeting with clients and other vendors, virtual follow-up meetings are key - save time, travel costs, etc.
I am a fan of MailChimp for certain aspects of event planning (exceptional invitation platform, even though it’s not intended as such), Zoom for virtual or hybrid meetings, and numerous wedding platforms for managing and hosting guest information and RSVPs (would love non-wedding event platform RSVP options). Post-event, my approach is far more personal than Survey Monkey, but for a large feedback group, I do recommend its use to clients.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
I’m a big fan of Excel. Many platforms can assist with this process, but I find events to each be different enough. I would hope for a customizable platform that works specifically for each event differently - I have yet to find that solution.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
There are always two sides to an event - this is my duck analogy:
Imagine the graceful and elegant duck, floating effortlessly along the water - this is the side your guest sees.
Now imagine the duck's feet under the water, quietly paddling like they made to get us to our destination - those are the planners and the team behind the scenes!
We can get focused so on the overall goal of the event, sticking to the budget, and staying on target that we must also remember always to try to view the event through the eyes of the guests - from arrival, to experience, to departure, how easy, engaging, and rewarding is this event?
What can we do to make it easier and better and garner the desire for more?
Ideally, presenters will do the same thing with their presentations, too!
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Homework! It sounds a bit silly, but it keeps us all on track. After each meeting, I send a summary of what we discussed and homework for each of us so that we know what tasks are next on the list.
I write everything out in short, easy-to-reference bullets so we can quickly see where we stand at any point in the process (and what we might be missing). This, and a timeline of our goals, helps keep us on track for a successful event!
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?
In terms of corporate events, welcome cocktails, early-morning fitness options (a brisk guided walk/run around the local city), and evening group dinner options - are all great optional add-ons to a corporate event that give attendees more for their time/money.
Always have an emergency kit on hand: not just pharmaceuticals, anything from zip-ties to neck-ties!
Ask for help and delegate: whether it’s a small gathering or large-scale trade show, there will be people willing/tasked to assist - use them!
Lean on your network: industry relationships are crucial - build them early, nurture them, and be willing to help them, too. Having resources you can rely on is a fundamental part of this industry!
Budget - it’s usually the biggest challenge: million-dollar ideas on a set amount of money. I find that setting expectations early is the best way to mitigate this challenge. One of the first parts of my work with clients is going over potential realistic costs of the different complements of an event. We then prioritize where we want to spend our money, where we can save, and create a budget accordingly. Having a manipulatable budget document ready for clients to use is also a key part of this process.
What are the typical steps you take in the post-event phase?
In the corporate world, an immediate thank you is always the first piece! Thank the client, thank the assistance, and give praise - whatever the size, this event took work, which should be recognized!
A few days following the event, I go back to the client, re-stating my gratitude for their trust in my services, sharing any photos I took of the event, and asking for a review of my work. If we have more guest follow-ups to cover, we also begin that process.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
Reviews: reviews of my work in planning and coordination from the client, and guest reviews of the event. If the event is year-over-year, I also consider attendance as an indicator.
What advice would you offer someone just starting their career in the meetings and events industry?
Set expectations, budget accordingly, and ensure that part of your plan accommodates potential issues you might face throughout the process.
On event day, follow the flow, trust your gut, and stay calm! Pivot if necessary, ask for help, and use your contacts - many of us are in this industry because we love it, and we are happy to help one another!