Event Architects To Know in 2024 - Kellie Blank, Reimagine Meeting Management

Written by Luke Whalin | Nov 13, 2024 5:45:38 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: Kellie Blank

Company Name: Reimagine Meeting Mangement

Job Title: Conference Coordinator

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

My journey into event planning started with a spark of interest that I wasn’t sure how to pursue. While juggling a part-time job in college, my manager, aware of my event planning dreams, introduced me to a wedding planner who visited our store. One conversation led to another, and soon I was hired as a part-time coordinator for a local wedding planner.

After graduating college, I moved back home to Austin, where the competition was fierce. Despite my efforts, finding a coordinating job proved challenging. Undeterred, I ventured into other areas of the event industry, working for a local rental company and a boutique hotel. These roles allowed me time to expand my network and gaining hands-on experience through additional opportunities I found through various connections.

A few years in, I realized it was time to fully commit to finding a planner position. After some struggle and a lot of perseverance, I got an email from a contact who thought I’d be a great fit for a new corporate coordinator job opening. They connected me with the company, and the rest, as they say, is history.

The event planning industry is full of ups and downs, but it’s all about the journey. I've grown so much from all my experiences, learned about the industry from various perspectives, and met amazing people along the way. Each step has been invaluable in shaping my career, and I wouldn’t trade it for anything.

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

Selecting the perfect hotel or venue is a unique challenge—each event has its own requirements and priorities. While each event is different, there are some key factors I always consider:

1. Correct Allotment of Space: No matter how much you love a venue, if it doesn't have the right spaces to accommodate your event’s needs, it’s a no-go. I ensure the venue has the right number and size of rooms for all the sessions and activities planned.

2. Amenity to Price Ratio: It’s crucial to balance what the venue offers with what it costs. I look at in-house amenities like AV equipment, furniture, and food and beverage services. A venue with a great rental rate might seem appealing, but if it lacks in-house amenities, you might end up spending more to bring everything in. Sometimes, a slightly higher rental rate with more included amenities is the better choice.

3. Location: For events involving offsite activities or scheduled free time for bleisure, I ensure the venue is conveniently located. It's important that guests can easily access nearby attractions, especially in high-traffic areas. Bonus points if everything is within walking distance, as this not only enhances the guest experience but also supports wellness and sustainability initiatives.

By focusing on these factors, I can find a venue that not only meets the logistical needs of the event but also enhances the overall experience for everyone involved.

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

The first step is to have a detailed conversation with the client about their venue requirements and preferences. This includes discussing aspects like sustainability efforts, event theme or style, preferred cities, space needs, and any other specific preferences. Once we’re aligned on these needs, I dive into extensive research.

I start by identifying a broad list of potential venues, then narrow it down to the top candidates that best match the client's criteria. This involves evaluating each venue’s offerings, availability, and overall fit for the event. Once I have a curated list of top recommendations, I present my findings to the client for their feedback and final decision.

By combining my client’s needs and wants I can pinpoint venue offerings to ensure we find the perfect venue that aligns with my client’s vision and event requirements.

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

Today many planners are facing similar financial challenges, like decreased event budgets and inflated supplier prices. Doing more for less is a tough task these days. The best way to handle budget challenges is to start with an honest and in-depth conversation about the event budget before you begin any pre-planning.

It's crucial to educate your organization—or have your planner inform you—about the standard prices for all aspects of the event you want to achieve. Once everyone has a clear understanding of the budget, you can start planning with realistic expectations. Always keep the budget in mind and stay aware of current supplier prices to ensure you stay on track and move in the right direction.

By setting realistic expectations from the beginning and maintaining clear communication throughout the planning process, you can effectively mitigate financial challenges and create a successful event within your budget.

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)

At RMM, we pride ourselves on being an extension of your team, which means we've had the opportunity to work with a variety of event platforms. We're always happy to assist clients with tech recommendations if they're unfamiliar with certain tools, but we never require a client to use specific programs.

Our tech stack is flexible and tailored to each client's needs. By leveraging client’s internal technologies whenever possible, we boost efficiency throughout the planning, execution, and post-event phases, ensuring every detail is managed smoothly and effectively.

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

Absolutely! With so many different projects going on simultaneously, great organization is a necessity. One tool I can't live without is a detailed run of show. It’s essentially my event manual, containing every piece of information needed for seamless onsite execution. The more detailed, the better. Creating a run of show forces you to think through every aspect of the event, ensuring nothing is overlooked. It's not just about having all the details in one place, but also about mentally rehearsing the event as you compile the document. It’s a game-changer for staying prepared and keeping everything on track.

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

People experience the world through all five senses: sight, sound, touch, smell, and taste. However, it's rare for all five to be engaged at an event. To create a truly immersive experience, it’s important to strategically place touchpoints for each sense along the attendee's journey. By intentionally incorporating elements that engage sight, sound, touch, smell, and taste at least once, the attendees are sure to have a holistic experience that captivates and engages every part of themselves. This approach not only makes an event memorable but also leaves a lasting impression on everyone who attends.

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

Always having everything in writing is key. After a video meeting or phone call, it’s important to follow up with a written account of key takeaways and action items to ensure everyone is aligned on current needs and next steps. If you communicate exclusively through email, spend some time crafting your thoughts as articulately as possible. Written communication can cause misunderstandings if your message is inconsistent. Repetition promotes consistency and consistency promotes alignment. It’s perfectly fine to ask a question again or seek confirmation on a task. In all forms of communication, know that you cannot over-communicate.

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

To promote your brand, event, and company, it's essential to make networking opportunities ample, frequent, and specific. Since networking is a main contribution to why attendees continue attending events, it’s important to provide at least one networking opportunity for every attendee. Offering a variety of specific opportunities that occur frequently can make a significant difference. For example, if you have a long-running conference, consider hosting a first-timers' happy hour to welcome newcomers. This approach ensures that everyone has a chance to connect and build valuable relationships.

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

Take things one step at a time and involve only necessary parties. Different perspectives and insights are a great thing when it comes to pre-planning, attendee experiences, content, networking, etc. But when an emergency happens you want everyone to work as one cohesive unit. There should always be a designated leader for handling unexpected situations. Make sure to appoint this leader before arriving onsite so everyone is on the same page before the day of the event. You can’t plan for every scenario, but having a clear chain of command with everyone referring to the same leader, you will ensure clarity and efficient handling of emergencies.

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

One of the most significant challenges we faced was with a last-minute client who was producing a full-scale, multiday conference with tradeshow booths at a non-traditional venue. We were brought in just three weeks before the event and tasked with managing exhibitors, sponsors, registration with a full staff, and activations.

We quickly got up to speed on where each department was in their planning, only to discover that the client was missing crucial pieces of information. It felt like most components of the event were in limbo.

We worked 14–16-hour days for three weeks straight, piecing together all the elements. Even when we went onsite, there were still multiple unknowns in our run of show (ROS). This event was a true testament to how well our team could come together and pivot when needed. We made it through using continuous communication, emotional and mental support, taking the lead on elements that needed some extra attention, and trusting that our collaborative team would come together onsite. Despite the challenges, we successfully executed the event, proving that with determination, teamwork, and flexibility, you can overcome even the most daunting obstacles.

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

Post-event consultations (post-cons) are a crucial part of the post-event phase. Meeting with your client to understand their perspective helps you create better events and build stronger client relationships. Show up for your client by listening to their pain points, celebrating their successes, and brainstorming solutions together as a team.

Additionally, participating in post-cons with your venue and major suppliers is essential. We're all in this together, and it's important for everyone to have the best experience possible. Your venue and suppliers will also have notes, issues, and ideas, so it's important to make sure everyone feels seen and heard. By addressing feedback and collaborating with all stakeholders, you can improve future events and ensure everyone involved feels valued.

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

Each event's KPIs should be tailored to the specific metrics you want to better understand. What matters to one event's bottom line may not be as crucial to another. Start by defining what success looks like for your event, then create KPIs that will help you determine the metrics you need to focus on.

It's essential to remember that your event's KPIs are only part of the picture

and we want to see the whole photo, including the frame. This means considering feedback, satisfaction ratings, and long-term impacts alongside the hard data. By taking a comprehensive approach, you can get a clear view of your event's overall success and areas for improvement.

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

Find your people. Whether that’s finding the right community, the right workplace, or the right client. Make sure the people you surround yourself with accept your boundaries, align with your beliefs, and support you wholeheartedly. The events industry can be very stressful, especially when you are just starting out, so having a solid support system is crucial to your success. The more time you have to spend translating yourself to others, the more it will weigh on your mental health and overall emotional wellbeing. Remember, “Find someone who speaks your language, so you don't have to spend the rest of your life translating your soul.” Surround yourself with people who get you, and you'll thrive in this exciting industry.

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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