Event Architects To Know in 2024 - Jeanette Stensgaard , ShePlans Co.

Written by Luke Whalin | Jun 12, 2024 2:28:57 PM

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: Jeanette Stensgaard

Company Name: ShePlans, Co.

Job Title: Chief Brilliance Officer

Can you briefly tell us about your background in event planning and how you got started in the industry?

With almost two decades of experience in event planning, I began my journey at the National Association of RV Parks & Campgrounds as an administrative assistant, working my way up to orchestrating national conferences and coordinating meetings. From there, I transitioned to roles of increasing responsibility, honing my skills in event strategy, execution, and leadership. My passion for crafting exceptional events led me to ShePlans Co., where I now serve as the Chief Brilliance Officer, leveraging my extensive experience to not only create unforgettable experiences for our clients but also to strategically align events with their overarching goals and bottom line, thus playing a crucial role in their strategic planning process.

How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?

For me, selecting the perfect hotel or venue is all about delivering value. It begins by thoroughly understanding the needs of my clients and prioritizing those needs based on their level of importance, distinguishing between must-haves and nice-to-haves. Negotiations are crucial, ensuring we secure concessions that are non-negotiable for our event's success while being mindful of budget constraints and maximizing value for our clients.

I adopt a perspective that considers the attendee's point of view, recognizing that they seek more than just educational content

they're looking for an immersive experience. With the trend of blending business with leisure, attendees often bring their families, so the venue must offer amenities and activities that cater to diverse interests.

Moreover, Sponsors need to be able to maximize the value they see for their investment, so the venue must offer flexible branding opportunities. It's essential to ensure sponsors receive adequate exposure and support to maximize their investment. This includes opportunities for prominent signage, branding throughout the venue, and engagement activities that align with sponsors' objectives.

Lastly, my vendors also require value, and I prioritize their ease of participation. It's crucial to be able to bring along my trusted partners without them having to jump through hoops, or paying astronomical fees to do so. This means selecting a venue that accommodates outside vendors seamlessly, providing easy load-in and load-out processes, reasonable fees and required documentation, and access to necessary utilities. Building strong relationships with vendors is essential, and the venue should support these partnerships by facilitating smooth collaboration.

Ultimately, the perfect venue is one that offers value! It aligns with our clients' needs, provides a memorable experience for attendees, offers value for sponsors, and accommodates our trusted partners, thus contributing to the overall success of the event.

What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?

The initial planning phase of securing a venue involves a comprehensive approach that considers all aspects of meeting planning. I start by conducting a thorough needs assessment in collaboration with the client and key stakeholders. This involves identifying the conference objectives, target audience, educational content, desired format (live, digital, hybrid), and any specific compliance requirements. In this step, we also look at what’s already being done in this field, what dates make the most sense for attendees and if there are any collaboration opportunities.

In my niche field, a compliance review is necessary. With ACCME and EACCME compliance in mind, I review the accreditation standards and guidelines to ensure that the chosen venue meets all necessary criteria for hosting educational activities. This includes considerations such as appropriate meeting spaces, audiovisual capabilities, and adherence to industry (mainly pharma) regulations regarding commercial support and conflict of interest disclosures.

Based on the needs assessment and compliance review, I establish a set of venue selection criteria tailored to the conference's unique requirements. This may include factors such as location accessibility for attendees, capacity to accommodate anticipated attendance numbers, availability of breakout rooms for concurrent sessions, technological infrastructure for live streaming or virtual components, and flexibility to customize meeting spaces to meet educational objectives.

Research and Site Visits: I conduct thorough research to identify potential venues that align with the established criteria. This could be as easy (for me) as working with my awesome HelmsBriscoe rep. However, sometimes I have to do the research on my own, which includes reviewing venue websites, contacting venue representatives to request proposals, and gathering information on pricing, availability, and included amenities.

Negotiations and Contracts: Once a shortlist of preferred venues is identified, I initiate negotiations with venue representatives to secure favorable terms and pricing. This may involve negotiating room block rates, rental fees, catering packages, and any additional services required. I carefully review and negotiate contract terms to ensure compliance, including provisions related to my client’s needs, including any clauses that make sense for them.

Final Selection and Confirmation: After thorough evaluation and negotiation, I consult with the client and key stakeholders to finalize the venue selection. Once a decision is made, I proceed to confirm the booking, execute the contract, and coordinate any necessary logistics for the event.

What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?

Financial challenges are indeed common in event planning, and I approach them with a proactive and strategic mindset, leveraging relationships and industry knowledge to mitigate risks and ensure cost-effectiveness.

Food Cost Increases: With food costs on the rise, budgeting for catering can be challenging. To mitigate this challenge, I explore creative menu options that align with budget constraints without compromising quality. Additionally, I stay informed about seasonal fluctuations in food prices and adjust budget projections accordingly.

A/V Pricing Variability: A/V companies sometimes provide inconsistent pricing, making it difficult to anticipate costs accurately. To address this challenge, I prioritize building strong relationships with a reputable and trustworthy production vendor, EventPoint (Shameless plug; they’re amazing!) By maintaining open communication and transparency, I am able to negotiate competitive pricing and ensure clarity regarding service offerings and associated fees. I also seek multiple quotes and compare proposals to identify the most cost-effective solutions without sacrificing technical quality.

Hotel Pricing Dynamics: Hotels often have flexible pricing structures that can fluctuate based on demand and other factors, posing challenges for budget forecasting. To navigate this, I leverage my industry connections and negotiate comprehensive contracts that outline pricing terms and include provisions for rate consistency and transparency. Building long-term relationships with hotel partners allows for more favorable negotiations and ensures a mutual understanding of expectations.

Overall, I prioritize proactive communication, thorough research, and strategic negotiation to address financial challenges in event planning. By fostering collaborative relationships with vendors, venues, and clients, I strive to create mutually beneficial solutions that optimize value and mitigate financial risks, ultimately contributing to the success of each event.

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)

Leveraging technology is essential for boosting efficiency throughout the event planning, execution, and post-event processes. Our "event tech stack" encompasses a range of tools and platforms designed to streamline workflows, enhance communication, and gather valuable insights.

Event Platform: We have worked with a variety of comprehensive event platforms, including Swoogo, Juno, Eventbrite, Cadmium, 6Connex and many more. These platforms enable us to build events, manage registrations, communicate with speakers, abstract reviewers, exhibitors, and sponsors, and provide seamless event management solutions.

Evaluation and Feedback: Previously, we used SurveyMonkey for post-event evaluations. However, we now integrate this functionality into our chosen event platform, allowing for streamlined feedback collection and analysis. Additionally, we're exploring SessionBoard as a powerful planning tool to further enhance our planning capabilities in this area.

Communication Tools: Microsoft Teams serves as our primary communication hub for internal team collaboration, while Zoom facilitates virtual meetings with committees and stakeholders, ensuring efficient communication and coordination.

Automation: Zapier is a phenomenal tool for automating repetitive tasks, such as data synchronization between different platforms, reducing manual effort, and enhancing productivity.

Calendar Management: Outlook Calendar is indispensable for organizing schedules and deadlines, and I rely heavily on it to manage my to-do lists and appointments efficiently. Additionally, I use Calendly, which streamlines scheduling by allowing clients and stakeholders to book appointments with me based on my availability, reducing the back-and-forth communication typically associated with scheduling.

Project Management: Integrating project management tools like Asana and Monday.com into our event planning process is another important aspect of our tech stack. These platforms provide valuable features for task management, collaboration, and project tracking, ensuring that all team members stay aligned and productive throughout the planning process. We also have a Chief Project Innovator at ShePlans who handles integrating all project management tools and ensures smooth coordination and utilization across the team.

Survey Tools: Depending on the client's budget and preferences, we utilize a range of survey tools, from free versions of JotForm and Typeform to premium solutions like Qualtrics or PollEverywhere. These tools enable us to gather valuable feedback from attendees and stakeholders, informing future event planning and improvement efforts.

Additionally, we're constantly exploring new technologies, especially those incorporating AI, to further optimize our processes and deliver exceptional experiences for our clients and attendees. By staying abreast of emerging trends and leveraging the latest innovations in event technology, we ensure that our events remain at the forefront of industry standards and best practices.

Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?

Absolutely! Staying organized and managing the event planning process effectively requires the use of frameworks, templates, and other tools/documents. Here's how we leverage some of them:

Event Planning Checklist: We maintain a comprehensive checklist outlining all the essential tasks and milestones throughout the event planning process, from initial brainstorming to post-event follow-up. This checklist serves as a roadmap, ensuring that no critical steps are overlooked and that deadlines are met.

Event Timeline: We create a detailed timeline that maps out the sequence of activities leading up to the event, including deadlines for tasks such as venue selection, speaker confirmations, marketing campaigns, and logistical arrangements. This timeline helps us stay on track and provides a clear overview of the project's progress.

Budget Spreadsheet: We use a budget spreadsheet to track expenses, revenue projections, and financial transactions related to the event. This tool allows us to monitor costs, identify potential areas for cost savings, and ensure that the event stays within budget constraints.

Vendor Contracts and Agreements: We maintain templates for vendor contracts and agreements, outlining the terms and conditions of services, payment schedules, and other relevant details. These templates streamline the negotiation process and help ensure that all parties are clear on their obligations.

Project Management Templates: We utilize project management templates such as Gantt charts, RACI charts, and status reports to track project progress, allocate resources, and monitor task dependencies. These templates provide a visual representation of the project's timeline and allow us to identify bottlenecks or areas needing attention.

Event Brief and Run Sheet: We create a detailed event brief and run sheet that outlines the event schedule, including timings, speaker lineup, session topics, and logistical details. This document serves as a reference for all stakeholders involved in the event's execution, helping to ensure smooth coordination and communication on the day of the event.

Marketing Plan and Templates: We develop a comprehensive marketing plan that outlines strategies for promoting the event across various channels, including social media, email marketing, and advertising. We also create templates for promotional materials such as flyers, posters, and social media graphics, ensuring consistency in branding and messaging.

Post-Event Evaluation Form: We design a post-event evaluation form to gather feedback from attendees, sponsors, speakers, and other stakeholders. This form helps us assess the event's success, identify areas for improvement, and gather insights for future event planning efforts.

Overall, these frameworks, templates, and documents serve as valuable tools for staying organized, managing tasks efficiently, and ensuring the successful execution of each event. They provide structure, clarity, and consistency throughout the event planning process, helping us deliver exceptional experiences for our clients and attendees.

Do you have any specific strategies or insights for enhancing the attendee experience at your events?

100%! At ShePlans Co, elevating the attendee experience is not just a goal for us

; it's our raison d'être, our pièce de résistance, and our moment to shine! Of course, it all depends on your attendees and what they are looking for, but here are some strategies and insights to ensure that our events are not just memorable but downright magical:

Immersive Environments: Aim to captivate all senses.
Personalized Experiences: From personalized welcome gifts to curated breakout sessions based on attendee profiles.
Interactive Engagement: Interactive elements such as live polls, gamification, and hands-on workshops
Unexpected Delights: Sprinkle unexpected delights throughout the event.
Seamless Technology Integration: From using cutting-edge event apps that facilitate networking and session scheduling to augmented reality experiences.
Thoughtful Sustainability: Be stewards of the planet
from eco-friendly materials and zero-waste initiatives to carbon offset programs and community give-back projects.
Curated Culinary Experiences: From interactive food stations to themed tasting menus.

Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?

Ah, effective communication – the heartbeat of every successful event! Here's how we ensure that we and our event stakeholders are not just on the same page but in perfect harmony:

Clear Communication Channels: We establish clear communication channels from the get-go, ensuring that everyone knows how to reach us and each other. Whether it's through email, phone calls, messaging apps like Microsoft Teams, or good old-fashioned carrier pigeons (just kidding... unless you're into that sort of thing), we make sure that lines of communication are always open and accessible.

Regular Check-Ins: We schedule regular check-in meetings with our stakeholders to provide updates, gather feedback, and address any concerns or questions they may have. These meetings serve as valuable touchpoints throughout the planning process, keeping everyone informed and engaged every step of the way.

Transparent Documentation: We maintain transparent documentation of all project-related information, including timelines, budgets, contracts, and action items. By keeping everyone in the loop and providing access to relevant documents and resources, we ensure that there are no surprises and that everyone has the information they need to make informed decisions.

Active Listening: We don't just talk, we listen – actively and empathetically. We take the time to understand the needs, preferences, and expectations of our stakeholders, and we make sure that their voices are heard and respected throughout the planning process.

Flexibility and Adaptability: We understand that plans can change, priorities can shift, and unexpected challenges can arise. That's why we approach communication with flexibility and adaptability, ready to pivot and adjust course as needed to accommodate evolving circumstances and stakeholder preferences.

Celebrate Successes: Communication isn't just about addressing problems

it's also about celebrating successes and milestones along the way. Whether it's hitting a major milestone in the planning process, securing a key sponsor, or receiving positive feedback from attendees, we make sure to share these victories with our stakeholders and recognize their contributions to our shared success.

In essence, effective communication is not just a checkbox on our to-do list

it's the glue that holds our entire event-planning process together. By fostering transparency, collaboration, and trust, we ensure that we and our stakeholders are not just on the same page but writing the same chapter in the story of our event's success.

How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?

We've done some pretty creative networking sessions - and they are really dependent on the attendee. Here are some of my favorites:

Speed Networking Blitz: Set up designated areas where attendees can engage in rapid-fire networking sessions, meeting a new connection every few minutes.

Networking Bingo: Hand out bingo cards with fun and quirky networking challenges, like "Find someone wearing purple" or "Exchange business cards with someone from a different industry.”

Interactive Networking Zones: Picture-themed networking zones inspired by different destinations or eras, complete with immersive activities, photo booths, and even themed cocktails.

Themed Networking Mixers: Retro '80s dance parties to masquerade balls to tropical luau luaus

Networking Roulette: Attendees spin a giant wheel to determine their networking destiny – whether it's a one-on-one chat, a group discussion, or a speed networking session.

What's your go-to plan for handling emergencies or unexpected situations during an event?

Preparedness is key! I always have a contingency plan, risk management strategy, and communication plan in place specifically tailored to address emergencies. This includes pre-emptive measures to identify potential risks, such as weather-related disruptions or technical failures, and develop proactive solutions to mitigate them. By having these additional layers of preparedness, we can swiftly adapt to unforeseen circumstances and ensure the safety and well-being of all participants.

If an emergency hits, we can easily assemble a dedicated rapid response team to include key stakeholders, such as event planners, venue staff, security personnel, and medical professionals. We follow an emergency protocol that has already been reviewed

including procedures for evacuations, medical emergencies, security threats, natural disasters, and other potential crises.

Of course, the most important part of this is having a clear communication plan. We establish multiple communication channels to relay important information and updates during emergencies.

We fall right into our pre-established contingency plan, which has alternative venues or evacuation routes, secures backup power sources, and establishes emergency supply kits stocked with essentials like first aid supplies, water, and emergency rations that have already been identified. By proactively planning for contingencies, we can minimize disruptions and ensure continuity of operations during emergencies.

After the event, we conduct a thorough debriefing and post-event review to assess our response to emergencies and identify areas for improvement. This includes evaluating the effectiveness of our emergency protocols, communication strategies, and contingency plans, as well as gathering feedback from stakeholders and incorporating lessons learned into future event planning efforts.

Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?

At one of my meetings, our Chairman of the Board passed away on the first day of the meeting. This was an unexpected loss by a member of a very tight-knit community. Immediately upon learning of the Chairman's passing, we activated the rapid response team, which included key stakeholders such as the staff and board members. We developed a communication plan to ensure that all attendees and stakeholders were informed of the situation promptly and accurately. This involved deploying multiple communication channels, including email notifications and updates on social media platforms.

While respecting the sensitivity of the situation, we adjusted the meeting agenda to allow time for mourning and reflection, as well as providing support resources for attendees who may be affected by the loss.

What are the typical steps you take in the post-event phase?

In the post-event phase, there are several key steps that I typically take to wrap up the event effectively and ensure a smooth transition out of the planning phase.

Debriefing Meeting: I organize a debriefing meeting with the event team and key stakeholders to review the event's overall success, discuss any challenges or issues that arose during the planning and execution phases, and gather feedback for future improvement.

Financial Reconciliation: I conduct a thorough financial reconciliation to review expenses, revenues, and overall budget adherence. This involves reconciling invoices, tracking payments, and assessing the event's financial performance against initial projections.

Attendee Feedback Analysis: I analyze attendee feedback collected during the event, including post-event surveys, evaluations, and comments. This feedback provides valuable insights into attendee satisfaction, areas for improvement, and potential opportunities for future events.

Vendor and Sponsor Follow-Up: I follow up with vendors and sponsors to express appreciation for their support and partnership during the event. This includes sending thank-you notes, discussing feedback or concerns, and evaluating the effectiveness of their participation.

Documentation and Reporting: I ensure that all event-related documentation, including contracts, agreements, and financial records, is properly organized and archived for future reference. I also prepare post-event reports summarizing key metrics, outcomes, and lessons learned for internal review and stakeholder communication.

Post-Event Marketing and Promotion: I leverage post-event marketing strategies to extend the event's reach and impact beyond its conclusion. This may include sharing highlights, testimonials, and photos on social media platforms, as well as sending follow-up emails to attendees with relevant resources or next steps.

Celebrating Successes: I take time to celebrate the successes and achievements of the event with the team and stakeholders. This may involve hosting a post-event celebration, recognizing individual contributions, and reflecting on key milestones and accomplishments.

What key performance indicators (KPIs) do you use to evaluate the success of an event?

In evaluating the success of an event, we go beyond traditional metrics to capture the full spectrum of attendee experience and impact. Our biggest questions revolve around the Engagement Quotient, Return on Experience, and Net Promoter Score, as these metrics provide valuable insights into attendee engagement, satisfaction, and advocacy.

Engagement Quotient: This KPI measures the level of attendee engagement throughout the event, incorporating factors such as session participation, interaction with exhibitors, and social media activity to gauge the overall effectiveness of the event in capturing and maintaining attendee interest and participation. EQ is measured through various means, including session attendance tracking, booth interaction metrics, and social media analytics, allowing us to assess the event's impact on attendee engagement and interaction.

Return on Experience: This KPI considers factors such as perceived value, emotional resonance, and likelihood of repeat attendance or referral to gain insights into the event's ability to create meaningful and memorable experiences for attendees. ROE is measured through post-event surveys, interviews, and testimonials, allowing us to gather feedback on attendees' overall experience and satisfaction levels. By analyzing ROE, we can identify areas of strength and areas for improvement to enhance future event experiences.

Net Promoter Score: NPS measures the likelihood of attendees to recommend the event to others, serving as a key indicator of attendee satisfaction and advocacy. By asking attendees the ultimate question, "How likely are you to recommend this event to a friend or colleague?" we can assess their level of enthusiasm and loyalty towards the event. NPS provides valuable insights into attendee sentiment and loyalty, guiding efforts to enhance the event experience and drive positive word-of-mouth referrals.

Our measurement approach focuses on meaningful metrics that provide actionable insights for event improvement. We stay away from superficial questions that don't contribute to enhancing the conference experience, such as asking about individual food preferences. Instead, we prioritize gathering feedback that allows us to continuously refine and elevate the attendee experience, ensuring that each event leaves a lasting and positive impression.

What advice would you offer someone just starting their career in the meetings and events industry?

A couple of year ago, I had the pleasure of mentoring a young lady who was just starting out in the hospitality industry. Here is the advice I gave her inour very first email exchange: Welcome to the exhilarating world of meeting and event planning! You've chosen one of the most dynamic and rewarding industries out there, and I'm thrilled to share some advice to kickstart your journey.

First and foremost, embrace the essence of hospitality, where relationships reign supreme. In this industry, we have the incredible privilege of doing business with people we know, like, and trust. So, dive headfirst into networking opportunities, attend industry events, and join professional organizations. These avenues aren't just avenues for career advancement

they're gateways to lifelong friendships, mentorship, and collaboration.

Now, here's the secret sauce: dare to step outside of your comfort zone. Growth blossoms when you push your boundaries and embrace new challenges. Explore events that intrigue you, even if they're outside your usual scope. Take on projects that ignite your curiosity and stretch your skills. Each new endeavor is a chance to unlock hidden potential and discover untapped talents. Remember, every leap forward is a gateway to personal and professional enrichment, propelling you toward boundless possibilities

Never stop learning. Immerse yourself in educational opportunities provided by professional organizations, soak up industry knowledge like a sponge, and apply those insights to your work. And hey, if you've got a knack for something, share your expertise! Whether it's through speaking engagements, workshops, or thought leadership articles, raise your voice and inspire the next generation of event professionals.

Don't forget to pay it forward. Be a beacon of encouragement and support to your peers, and seek wisdom from seasoned professionals who've walked this path before you. Learn from their experiences, soak up their knowledge, and channel that wisdom into your own journey.

Above all, approach your career with passion, enthusiasm, and a relentless drive to make a difference. Your journey in meeting and event planning is just beginning, and the possibilities are endless. So, seize every opportunity, make every connection count, and let your passion propel you to extraordinary heights in this remarkable industry. Welcome aboard, and get ready to make magic happen!

This post is part of the HopSkip Planner Spotlight Series, where HopSkip spotlights planners across the industry to bring awareness of how important the meetings/events community is to our world.

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