Event Architects To Know in 2024 - Staceyann Doria, The Event Narrative
Staceyann Doria, of The Event Narrative, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Sep 11, 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: Staceyann Doria
Company Name: The Event Narrative
Job Title: President and Event Strategist
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 way back with my first job at the 4-H clubs. Before I even knew what "event planning" was, I was organizing and coordinating events, and I fell in love with it. This early experience ignited a passion that led me to pursue a Master's in Event, Meeting, and Sports Management from George Washington University.
Since then, I've been fortunate enough to work across a wide range of fields, from sports to entertainment and brand launches and from non-profit and political events to medical and tech sectors. I've truly immersed myself in every aspect of event planning and execution, and I can honestly say there's nothing else I'd rather be doing. I love the creativity, the challenges, and the sheer joy of bringing people together to create memorable experiences. Event planning is my passion, and I'm excited to keep pushing the boundaries!
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
Let's take a step back for a moment. Before selecting a venue, it's crucial for me to understand my stakeholders, the goals, and the objectives of the event. It's easy to get caught up in choosing a location based on what we, as planners, might prefer—who wouldn't love to host an event on a beautiful beach, right? But that setting might not be the best fit for every event.
When it comes time to choose a venue, alignment is key. I need to ensure the location aligns with my audience. Does it open up more opportunities for speakers? Can it effectively highlight our product or amplify our message? Once these factors are clear, I can better evaluate the space.
I look for venues that offer conversational areas, a well-thought-out layout, plenty of natural light, and proximity to off-site locations. Recent renovations and sustainability practices are also high on my checklist. Most importantly, I focus on the on-site team – from the event manager and banquet crew to the chef and concierge. The type of service they provide can significantly impact the overall experience for my audience. Their commitment and quality of service ensure that every detail translates into the best possible experience for our guests.
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 begin by researching different hotels in either the same city or different cities to compare options on an equal playing field. It's important to look beyond just the rates and concessions offered. While cost savings are always a priority, the overall experience and value the venue provides can be even more significant. I create a detailed pros and cons list for each hotel, evaluating various factors. Once I have this list, I reach out to my network to gather any firsthand experiences with the hotels or cities in question. This helps me get a real sense of what to expect. Next, I prepare a mock budget and consult with other vendors who will be supporting the event to understand how their costs might be affected by the venue choice. This comprehensive approach ensures I have a clear picture of the financial impact. Finally, I present my top venue options to the client, highlighting not just the costs but also the potential value and experience each venue offers. This thorough process helps me make informed decisions that align with the event's goals and objectives.
Financial challenges are a common part of organizing events, and there are a few that frequently arise. While vendor costs and travel/transportation are usual suspects, I've been noticing more challenges on the hotel side recently. Additional fees and fewer concessions are becoming the norm. For example, it's becoming rarer to see meeting room space costs waived, or there's a high food and beverage minimum required to qualify for waived meeting space costs.
Another trend is that many properties are delaying renovations, leading to a mismatch between the cost of room nights and the quality or value of the services offered. To navigate these challenges, I avoid booking venues based solely on "name recognition." Instead, I focus on the actual value and offerings of the venue.
Being clear and open in negotiations is crucial. I make sure to communicate our needs and expectations transparently to get the best possible value. Additionally, I thoroughly research and compare options, create detailed budgets, and consult with my network to make informed decisions. These strategies help me mitigate financial challenges and ensure we get the most value for our investment.
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 key to boosting efficiency throughout the entire event planning process. During the planning phase, I look for tools that can automate processes, send reminders, and facilitate seamless communication with clients. The goal is for technology to make my life easier, not harder.
One of the essential tools in my event tech stack is Zoho. It helps me manage my planning and schedule social media posts, saving me hours, even days, by automating these processes. Another tool I rely on daily is Canva. It has revolutionized my presentations and social media presence, eliminating the need for badly edited PowerPoints or stock clipart. By integrating Canva with sites like Pexels, I can create stunning visuals effortlessly.
These tools have significantly streamlined my workflow, allowing me to focus more on the creative and strategic aspects of event planning. They help me stay organized, efficient, and ultimately deliver better experiences for my clients and attendees.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Absolutely, I believe in the power of frameworks, templates, and other tools to stay organized and streamline the event planning process. Why reinvent the wheel every time, right? As a Certified Event Designer (CED), I approach my events consistently to ensure thoroughness and efficiency.
It all begins with understanding my stakeholders – who are we planning the event for? This is followed by empathy mapping to comprehend the commitments and experiences of each attendee. Only after this will I move on to prototyping the event to ensure it aligns perfectly with our objectives and audience needs.
When it comes to templates, I dedicate one day to creating them for various essential documents, such as proposals, invoices, pitch decks, and budgets. By having these templates in place, I can quickly adapt them to specific events with minimal tweaks, saving a significant amount of time and effort. This approach allows me to focus more on the creative and strategic aspects of event planning, ensuring each event is meticulously organized and executed to perfection.
Using these frameworks and templates not only keeps me organized but also ensures consistency and quality across all events. It’s all about working smarter, not harder!
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Remember your own experiences at events. For instance, no one enjoys being locked in a room for three hours straight listening to a barrage of speakers or having a schedule that starts at 7 a.m. and doesn’t end until 10 p.m. So, don’t do that to your attendees. The attention span of an adult is about 15 to 20 minutes. Keeping this in mind, it’s crucial to design sessions and presentations that are engaging and interactive. Understand the principles of adult learning to ensure your attendees not only retain the information you share but also have an enjoyable experience. Incorporate breaks and opportunities for networking and relaxation. Interactive elements, such as workshops or Q&A sessions, can keep attendees engaged. Variety in session formats can also help maintain interest – mix up traditional presentations with panels, interactive discussions, and hands-on activities. Finally, always seek feedback from your attendees and be willing to adapt. Their insights can be invaluable in continually improving the experience at your events. By putting yourself in their shoes and prioritizing their needs and preferences, you can create an event that is not only informative but also enjoyable and memorable.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
First, it’s essential to understand how your stakeholders prefer to be communicated with and meet them there. If they prefer a bulleted email, then provide that. If they prefer a phone call, make the call. It’s about tailoring your communication style to their preferences to ensure the message is received clearly and efficiently. Additionally, I set a communication schedule so stakeholders know when to expect updates. This helps them be prepared to take in the information and reduces the chances of miscommunication. Regularly scheduled check-ins and updates help keep everyone aligned and aware of progress, upcoming tasks, and any potential issues.
By respecting their communication preferences and maintaining a consistent schedule, I ensure that all parties remain informed, engaged, and on the same page throughout the entire planning process.
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?
When a group of people comes together, there's always an expectation that they'll have opportunities to network. To meet this expectation, I make sure to provide ample time for networking by not packing the schedule too tightly. It's important to give attendees the freedom and space to connect naturally. I also incorporate quick icebreakers in general sessions to help attendees get comfortable and start conversations. Additionally, posing interesting questions for them to share with others can kickstart meaningful interactions. My goal is to initiate the networking process and then give attendees the freedom to network as they see fit. By creating a balance between structured activities and free time, I ensure that attendees have the best opportunities to connect, share ideas, and build valuable relationships in a way that is comfortable for them.
Emergencies can take many forms, and it's crucial to be prepared for anything. For behind-the-scenes emergencies, it’s all about quick thinking and rallying the team together. By building a strong team, you ensure that everyone is aligned with the same goal and invested in the event's success. Remember, you’re not the only person with the answer—someone else on your team may have the perfect solution. Always refer to your emergency plan for emergencies involving the health or safety of your guests. If you don’t have one, rely on the venue’s resources and staff to assist. Venues typically have protocols in place for various emergencies, so lean on their expertise.
Above all, stay calm. Clear, composed leadership is essential in managing any crisis effectively. By staying calm, you can make better decisions and help reassure your team and attendees.
One of the most significant challenges I faced while planning an event was organizing the reopening of the Intrepid Sea, Air & Space Museum while it was being tugged from Staten Island to NYC. At the time, the ship had no power, water, or restrooms, which made things quite interesting!
We had to work closely with vendors and load everything in via a bomb elevator. If we needed power, we had to run it ourselves. The same went for the internet – we had to build the infrastructure from scratch. Our team was split between Staten Island and NYC, coordinating efforts on both ends. The event featured notable political figures and was covered by the media, adding to the pressure. One major hiccup occurred when we received water from the wrong vendor, even though we had a sponsorship agreement with a different brand. With no running water, we had no choice but to use what we had. This led to a memorable moment where we found ourselves sitting in the stairwell of the ship, peeling labels off 10,000 bottles of water.
Overcoming this challenge was all about teamwork and determination. We literally built the event from the ground up, from the bolts to the planes on the ship. Despite the hurdles, we managed to pull off a successful event.
What are the typical steps you take in the post-event phase?
The post-event phase actually begins during the event itself. I start by collecting feedback through surveys and documenting any verbal feedback I receive from attendees. In addition to surveying attendees, it's also crucial to survey the planning team and vendors. This comprehensive approach ensures we gather insights from all perspectives involved in the event.
Once the event concludes, I collate all this information to prepare for our debriefing meeting. During this meeting, we review all data points, including feedback from attendees, the planning team, and vendors. This helps us understand what worked well and what didn't. It's important to recognize that negative feedback can be just as valuable, if not more so, than positive feedback. It highlights areas for growth and improvement, so it's important not to take it personally. By thoroughly analyzing all feedback and including vendors in the debrief, we can make informed decisions and adjustments for future events. This process helps us continually improve and deliver better experiences for our attendees.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
I love this question because my clients often ask it. The KPIs are specific to each event's goals and objectives. This is why stakeholder alignment and understanding who is sitting in the room are so important.
While we can look at typical areas such as attendance, net promoter score (NPS), and feedback from the agenda, that's just scratching the surface. Setting KPIs is about making sure they are measurable and actionable. For example, if it's important to increase sales over six months, then there needs to be a KPI that is set and monitored over that timeframe. If the goal is to create customer advocates, then a program needs to be in place to nurture that. KPIs should align with the event's goals and objectives and, ultimately, the overall company goals and objectives. This ensures that the event's success is measured in a way that contributes meaningfully to broader business targets. By aligning these KPIs with the event's and company's goals, we ensure a clear, actionable way to measure success and drive continuous improvement.
What advice would you offer someone just starting their career in the meetings and events industry?
First and foremost, understand what type of events you’re passionate about and where you want to focus within the events industry. Every area requires different skills. Are you interested in social events, non-profit, corporate, entertainment, sports, or another area? Figuring this out will help you narrow down your path.
Once you’ve identified your area of interest, seek out a mentor in that field. Don’t be afraid to ask all the questions you have. Trust me, we don’t mind answering them – we want to see the industry grow and thrive. Networking and learning from experienced professionals can provide invaluable insights and guidance. Also, remember that you don’t need to plan events to be part of the industry. There are many other roles, such as focusing on data analytics or providing a specific service related to events. The industry is broad, and there are many ways to contribute and find your niche.
If you’re reading this, I’m happy to help you find your place in the industry! Feel free to reach out, and I’ll do my best to guide you. Remember, the key is to stay curious, keep learning, and build relationships with those who share your passion for events.