Allison is a seasoned event expert with over a decade of experience in a variety of event-related pursuits. From her start working in venue management and catering at several prestigious Los Angeles venues, to wedding planning, and marketing event planning and client experience curation for exotic car manufacturers, Allison possesses a passion for creating extraordinary occasions in the luxury event space.
Her experience working in the luxury sector has taught her the importance of proper planning, an eye for detail, and a desire to share her love for the industry with others.
I got my start in event management somewhat unexpectedly. While working at a Michelin-star restaurant and event venue, the general manager recognized my strong people and organizational skills and encouraged me to take on an events role. At the time, I had no prior experience, so I had to learn on my own—developing systems for site visits, contracts, vendor management, budgeting, client relationships, and curating food and beverage selections. It was truly trial by fire, but I loved every minute of it. I handled everything from high-profile weddings to elegant soirées and holiday parties, building fantastic client relationships along the way.
From there, I transitioned to a high-end hospitality company and event venue, where I planned and executed styled shoots, weddings, launch parties, and more. Eventually, I moved into experiential marketing, taking on a role at an agency where I managed product launches, brand experiences, client dinners, rallies, track events, and multi-day retreats for several exotic car brands. My journey has been dynamic and fast-paced, but what has remained constant is my passion for creating seamless, memorable experiences.
When I was first starting out my career in events, I had just graduated with a Bachelors in Communications with a focus on Marketing and Advertising. While some of the aspects of my degree helped me navigate the events world, at the time, there were no educational resources available for event planning, so I had to learn on my own. Having foundational knowledge such as our Event Management course, would have made the start of my journey in events less intimidating. I feel extremely passionate about event management and want to set others up for success through educating and mentoring them, so that they feel prepared to chase their dream career in this dynamic industry.
First and foremost, a love of people and relationship-building. Whether it’s working with clients, vendors, or guests, event planning is a people-driven industry. A passion for making people feel valued, entertained, and taken care of is at the heart of great event planning.
Being adaptable, resourceful, and solution-oriented is also important. Events rarely go exactly as planned, so the ability to think quickly, troubleshoot, and stay calm under pressure is essential. Events can also be hectic, requiring long hours and quick decision-making. Loving the thrill of a fast-moving environment is a big plus.
Lastly, balancing left and right-brain thinking has helped me succeed as an event manager. This means being creative and innovative while also being {organised|organized } and detail-oriented. This means having the ability to bring fresh ideas, unique themes, and personalised touches to each project while also thriving on details and having an overall love for structure and efficiency."
For me, being able to use my marketing background and combining this with my interpersonal and event planning skills was most rewarding when I was planning client loyalty events in the exotic car industry. They were logistically heavy but we were always given lots of creative freedom and were able to plan some fantastic hospitality experiences and work with some fantastic luxury brands. These usually involved planning a driving route for the owners to enjoy a spirited and scenic drive with several stops along the way at some of California's most exclusive destinations. We also curated gift bags, secured sponsors, and created a charitable component. We were also in charge of content creation. I loved how unique and fun each event could be.
Our event management course covers both the important behind-the-scenes tasks as well as creative aspects of event management. From business basics (how to set up a contract, manage an event budget, collect quotes from vendors, conduct a site visit, etc.) to themes and decor, food and beverage, and more, the overall goal is to teach students how proper planning and attention to detail on the back end will set you, your team, and your clients and stakeholders up for a successful event.
One of my favourite parts of being a tutor is seeing students improve over time. While my goal is always to support each student according to their unique needs, it's always encouraging to see the lessons and assignments start to click for some students as they progress through the course.
Don't be afraid to make mistakes and ask questions. It's what our tutors and support team members are here for!
What I particularly appreciate is the inclusion of assignments after each module, which effectively test and reinforce understanding. The assignments are carefully moderated, and the feedback provided is both constructive and valuable.
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