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Welcome back to The Only Successful Events Show, today. I'm joined by event producer, Michelle Norwood from the shell of Norwood events. And I really wanted to bring her on today's show because she does something that I think a lot of people are shying away from, especially with the epidemic going on or the pandemic I should say, going on. And I really love her business model and wanted her to share a little bit more. Welcome, Michelle, how are you doing today? I'm well, how are you thinking for having me April? Oh my pleasure. So before we jump into everything, can you share a little bit about your background? Yes. So I have been in the event industry for 17 years. I actually have a degree in accounting and landed my dream job as an accountant, um, for a corporation. And then they went to have a large scale event and they did not want to hire a planner.
So I volunteered for the job and it just grew from there. And so, um, 12 years later, I want to do my own thing. I think I can, can have my own business. And so I quit my job and started my own business and, and hearing a little bit, you know, it was funny when people would come and audit our work. Cause we did a floor plan, which we, we manage millions of dollars for these corporations. And when people would come and like meet with me, they were like, you are like no other accountant you've ever met. And I'm like, yeah, I know, but math makes sense. So like it works for events. I can handle the budget, love it. So what was it, what made you actually pull the trigger and say, okay, I'm done. And I want to do my own thing. I'm an entrepreneur.
Um, I wanted to be in control of my life and in charge of my schedule. Like I just wanted the freedom to, to be able to choose when I could go on vacation. Like the company that I worked for you couldn't go on vacation at the end of the month. And my birthday's at the end of the month. And I always like to travel for my birthday. And so I was like, I was turning 35 and I was like, I just need to be in control of my life. Like I just, I just want us to be in control. That's the short answer. I love it. So tell us a little bit about what, uh, Michelle nor would events it's. So we are a destination bespoke wedding planning company. We are based in new Orleans. Um, our model started as reverse destination where clients were coming to new Orleans, the greatest city in all the world to get married.
And so from there, we kind of evolved into clients, requesting that we fly out to meet them and then fly out to do locations and other events. And so it just kinda was the natural on destination. I love it. And when did you make that transition? At the three year Mark. Okay, perfect. That was the first time we weren't, we were actually invited to Scotland, so to plan an event. Oh, very cool. Um, so for me, I don't love traveling. I travel all the time. Um, did you run into any issues, one that you, cause now you want to be in control of your schedule? You know, you started your own company. Um, and when I started, we had an event production company, the catering company for seven years. Um, I'm like, yes, we're going to do this because I don't want to work in a restaurant and be working all the crazy hours.
I want the catering company. I will be home with my family more, but I found it completely the opposite. Um, but w drawing travel into that mix and really having to plan something abroad. What were some of the biggest challenges you faced at the beginning when you were finding that balance from everything in my city, to everything, other places I underestimated customs, what they let you bring in and not bring in. And that was the, the biggest shock. I was like, Whoa, this is, this is the way different. I have, it's a different set of logistics that you have to worry about. And I never thought of that. So, I mean, with it, it's just, it's just the learning curve, even if I'm like leaving here and going to Santa Barbara, like there, I mean just different climates, different things, but that was the biggest one.
I was like, Whoa, wait a minute. Let me get my life together. Yeah. Did you even think about customs ahead of time? Like, okay. It has to be checked into customs or go through customs, but did you, did you put that into the planning at all? And then it was just more than you thought or you didn't think about it? No, I did, but it was definitely much more than I thought. Like, even now when I'm doing stationary and we're mailing stuff internationally, I'm like separate the international ones from the domestic ones and make sure you don't make sure they get weighed in the post office person tells you that they don't need an international forum go to a different one because they're not telling the truth. So like now just knowing those things, but I prepared, I just wasn't prepared. Yeah, no, definitely. And with any event or any new type of event or even any new venue, there's always a different learning curve.
So I can only imagine now what is, uh, I know that you have a lot of things that make you unique, but what is the biggest thing that makes your event company unique for us? It's about the clients. So we use them, their love story, their backgrounds, their heritage. And from there we plan the event around them. It's their event unique to them. So that's what makes each one of our events different. They're all beautiful. But they're all little things that are just around that speaks to if the grooms Haitian, we have patients cigars and specification rooms. And like when the family arrives, they're like, this is, you know, this is like, they wouldn't expect it. So just things like that, we make it about them and then their families appreciate it. And they all leave. Sandy was the best event they've ever been. So I love that because when you first said, we make the event unique to them, I know all of the listeners are like, every company makes the event.
You need to them, but a little piece for, for each couple. How do you kind of dig deep into that and find those pieces, alcohol, the minute we start drinking, they start talking and things that they talk about or mention, you know, for them, it's just, we're just having a conversation, but like out here now, like, okay. Note to self note to self. And so that's, that's kinda how it happens. Like we're at a tasting one time in the green brought up at, um, they do this walk in Mexico and it includes a donkey with tequila and he was just kind of having the conversation. And so immediately I got home and I'm like, Googling it. Like, what is up with this dog? What is up? He's like wife and room, like, um, paper machines. And I learned all about it. I figure it out.
And so when I met with them the next day, I was like, I have a great idea. You're coming to new Orleans to get married, you're NZ. And you're Mexican. Like, let's do the traditional Mexican walk and mix it with a second light. I mind blown, like donkey books, tequila purchase, like they were hook line and sinker. And it's like, we were just having a conversation and they brought up something and I took it and made it a part of their event. And like, they were floored. They loved it. And I mean, and we're doing it. No, I love that idea. So the people that I think I'm getting a little loud here. Can you hear me okay. I can hear you. Perfect. Um, for the people that are not as outgoing as you, um, where they can easily, or I shouldn't say outgoing, um, Oh, I'm trying to think of the right word receptive.
I'm sorry. And so let's say where you could just pick out the little pieces. Are there any questions that you, um, that you may suggest that they ask that the clients to kind of dig deep, even if it's not, um, really, Hey, I want to make your wedding special. What's important to you more of like a broader question where they can pull out little pieces from that. I think about their heritage, like where they're from. Like when was the last time you visited that place? Like just finding out how connected they are to specific things about their background. It's a great way. And if they're not really connected, then you have to try a different approach or, you know, like you have to be nosy for, you know, like stop their Instagrams. Like this is how you got to get to know them, you know, follow them on Pinterest, go see if they have a LinkedIn, like people share their lives with the world.
That's what social media is for. So if you're uncomfortable asking questions, you could always just do some research and go find out things about them and then present the ideas to them and see if they bite, if not, then back to the drawing board. But Michelle that's what makes you an expert compared to somebody else that is just an event planner or producer, because you go that extra mile because you really make, make it unique to the point where they walk in and they're like, wow, we have this idea or are a wedding planner had this idea, but then we walked in and we cannot believe how it came to life. So I love that. And I hope that people listening can pick up those little pieces, um, you know, those little golden nuggets. So can you tell me, um, you know, obviously that the time of recording we are in the pandemic, we're going through the Corona virus.
Um, things are just now opening back up, which is awesome. Uh, travel is, is kind of opening back up, but I want to hear two things. I want to hear first, your initial concerns, when everything got shut down and traveled, did you have any initial concerns? And then, um, we'll actually, we'll start with that first. I actually had no initial concerns. So I had just gotten back from Dubai when this all happened. So immediately we had, we only had, we had a light spring, so I only had five events before we were, I was off for London for our first wedding in June for the summer season. And so when things got shut down, like I quickly moved weddings. And then I was like a break because coming back by, I was like looking at the calendar and I was like, I was going to Los Angeles and then I was going to Santa Barbara and then I was going to Palm Springs and I had a lot of travel coming up and I had these events coming up and I was like, Oh, this is going to be grueling.
Like, why did I do this to myself? And then when everything happened, I was like, I get up, I get a break. So I just laid, literally stayed in PJ's and ate potato chips for four weeks. And I was like, this is awesome. Like the first month I literally did nothing. And then, um, like I started to kind of get any Facebook groups, but for me, I had no issues with Corona bars at first. It was in welcome Rick to be, if I'm being completely honest, I was very happy about it. Not happy about it. I don't want, we're forced to sit back. Nice break. Yeah. Um, so now moving forward, I know you and I talked a little bit before and you really don't see there being an issue, but I know a lot of people, not only destination, uh, planners and destination of that companies, um, they are really worried right now.
They're really worried because, um, well, a lot of things, one, if they book something far in advance, is it going to be back up in, is it going to be shut? Are people going to even want to travel? Are they going to be booking? Um, but you really didn't have any concerns or don't have any concerns now about the future of the business. Right? None. Can you tell us a little bit, uh, why? Like what makes you so, so secure? Just an eternal optimist. I just, I just live with the glass half fully. Everything's gonna work out. I also know that we are people that are very forgetful and once this kind of paces and summer downs a little bit, I feel like we will not forget, but it'll be kinda just a little bit in the back of your mind and life will resolve to normal.
I mean, you listen to people all the time and they're like, I can't wait for life to get back to normal. Well, they want some sense of normalcy. Not that it'll ever be the way it was before, but they want some sense of normalcy which will then allow them to start living their lives. And then when people are able to start living their lives, the first thing that's going to come back in my opinion is events because that's how we celebrate. That's how we come together. That's how we love each other. And so for me, I don't think, I think events will be back and it will be bigger and better. And people will have time to be like, okay, I want more of this. I want the details to be even better. I want it to be more special. That's how, that's how I feel.
I could be crazy, but that's what I'm going with. Totally on the same page as you. So we produce several events for our own companies per year, and we did cancel the ones for the rest of this year. Um, but we rescheduled them for next year and we already have dates picked out and everything because we know that they're going to be open back up and it's a economy has to get back to normal and people really need that interaction. They, you can only do so much on zoom and then they need that personal connection. And especially for social events, like weddings, bar mitzvahs, you know, uh, family, family gatherings, I think my opinion, I think they're going to be smaller, but more intimate, like more, they're going to spend more. They're going to make it really an extraordinary experience, but not invite the 200, the 500 people, more of the closer friends and family, which I, I hope I'm wrong, but I think, I don't think the money's going to be any difference.
I think they're going to spend the money, but I think they're gonna spend it in different ways and just make the experience that much, that much greater. Um, so did you have to reschedule any weddings that you had planned or were you taking that break anyway? Uh, no. So we rescheduled for weddings to fall. And so currently we have seven weddings in the fall and they are, well, one thing about my business is everything we've done. We've always only worked with less than 75 guests. Like some of our events are only two people. And so a lot of, and
Nice this yesterday, a lot of the [inaudible]
Want me to tell the bright new cut 25. Yes. It's not that big of a deal. Anyway, those 25 people probably weren't going to come because of all of this. So we've always worked in the intimate scale of events. So before that we moved, they were all less than 50 people anyway. So it was really not an issue. Um, and then the ones that were already in the fall, we had two that were 250 people they've moved to next year, but everyone else is like, we are holding on tight. We want this to happen. So fingers crossed. I have my first event and 16 days in Alaska. So fingers crossed that they don't change the 15 person requirement. We only have nine guests and that it goes off without a hitch. Love it. So, um, do you, did you add any additional clauses to your contracts or are you going to moving forward?
No, there is one that I thought about yesterday. Um, but no, my contract was, was written by a great attorney and he stands by it. We went over it. So no I'm leaving it as is it's it's it's good. So we've had a few issues, uh, and a few of our, uh, event producer clients have mentioned that they are running into issue, uh, with the claws of the acts of God, the force mature. Um, so just make sure it's like double check, especially with destination, but if your clients are going to put it off anyway, you should be fine. Um, I love it. So I know that, you know, everybody, um, has an there's a style to their company, you know, a certain brand that they represent. What is your signature style? It is garden stout or Janick. Um, we find spaces that are already beautiful and we enhance those spaces.
We're not in a transformations. That's just, I mean, not that we can't do it. It's just something that I, I don't understand transformations, to be honest. I mean, why focus space and change it to something different for me, it's like, let's find a space that you can love and enhance it. It can only get better. So that's, that's our signature style. I love it. And do you start with the bride and groom from the very beginning and coordinate the whole event and help her pick maybe a dress that fits into, I know you're not really going dress shopping, but suggest stuff that might fit into a garden theme or a boho theme or whatever kind of space they're in, or is it more like, here's we just want to hire you to plan our event, go make sure it's it's okay. You know, so it's, it's double fold.
Um, so we have one dress wrapping with Bryce before it's not outside of the realm of what we do. Um, but we start from the beginning with the couple, I mean, we take care of everything for them if they want us to. Um, but I do tell them that planning is collaboratory is I'm sorry, it was a collaborative project. And without them I cannot plan their event. So they understand it while they get to do all the fun stuff. And, and I, you know, basically have to make the decisions about what's happening, but we are there from the beginning and we, we can do everything or we could just do the event and that's it. But most people choose us to do everything. Yeah. Um, and it makes most sense and that way it's beautifully coordinated. Um, so when you're going into destinations or, you know, when you're going somewhere else and you d on't have a core team, that's around you, how do you really make sure all of the pieces are coming together at, at the location?
So we do, um, Kate diagraphs and three D renderings. And so we sit down and get those done early on in the design process. And so we send those to everyone and do logistical meetings just to make sure. And I mean, I often flatter locations just to make sure we're all on the same page about things. There are always going to be hiccups. There's always going to be things that could go wrong. It's how you handle those things. So I have plan a plan B, plan C and then plan B. And if all of those run out, I'm like, okay, on the fly, what are we doing? You know, you just, you have to be flexible. It's like, when you get stuck in this, it has to be this way. That's when you, you lose the freedom to be creative, it could be playing D but playing D ends up being fabulous and breaks the internet, who knows you, you just have to be flexible.
So, um, when I I'm a bubbly person, I mean, like I meet people all the time. Like a stranger is only a stranger for the first second. So for me, it's like easy to meet people and chat and talk to them. So building relationships in other markets or meeting people for the first time, it's like we're friends anyway. Perfect. Do you, um, bring any team members with you or do you have anybody that travels with you to help you once you get to the event and pull it together? Yes. So it depends on the event size and like the parameters that we're working in, but my team does travel with me. Perfect. Now, what is the biggest challenge to grow in your business right now, but other than other than people not traveling at the moment? Well, no, that wasn't even it. See, I don't to focus on that.
The biggest my blog, Oh my God. I just have such a hard time sitting down writing a blog, but you asked me a question. I can answer it, but that is the hardest part. And, and I work with, I'm not sure if you're really ready, but I am Whitaker the editor. She owns editor in chief and she posted yesterday a black and grow your business by 434%. I was like another reminder where I'm falling short. Well, the block, part's the easy part. So I can, I'll tell, I'll give you some tips when we hang up, but that's part. So you should just be able to give somebody some few ideas and them, they write it for you, but you give them great meat and they write it and pull all the wonderful pictures together. And it's your ideas, just, it reads. And you're delegating that whilst you can focus on your, your beautiful bride and groom and the variances you're creating.
So, but most people do say that, um, they are not posting on social media consistently. They're not doing their blogging. They're not, you know, and they know that that's a big way to really build credibility, especially when so many people are going out. And you know, now they going into 2021, we're going to have a lot more event planners because people are trying to start more businesses from home. So when they're there, like this sounded good, you know, I loved planning my own wedding planning so that, you know, we are going to have a lot more pop up and the things that are going to separate the everyday people just coming out and the really experienced people that have a big track record is going to be those posts, unfortunately, because when you're, and of course always referrals and recommendations from, from your bride and grooms.
But when they see, uh, somebody that has an amazing Instagram and amazing, uh, you know, if they're searching for something and something comes up versus someone that's not posting consistently and somebody that's doesn't have great pictures, you know, they, they tend to go with the one that just looks good rather than the one that has experience. So it is important. Um, and, but I'll, I'll give you some great, great resources for that. So anybody that wants to make that transition from really, or even add it to their repertoire from being one location based like we're in South Florida, just being South Florida or Florida to destination, um, what advice would you give them? You have to invest in yourself. So I didn't start out with destination events. I started traveling and going toward venues and posted it on social media. And, you know, letting people know that this was something that, that we were moving towards.
And so then when we got our first call for an event, I was like, Oh my God, all of that I have done is it's paying off this first time. And so then the next call and I was, Oh my God. So you have to invest in yourself. You have to, um, build relationships in other places and be willing to put yourself out there. I mean, it's not going to come to you and you have to go and get it. So that's my, in anything. That's my advice, like do the work because that's, what's gonna make the difference. And you have to be able to show your portfolio. And without me going to other places and doing editorial shoots, I wouldn't have a portfolio to prove that I could do it. So again, just investing in yourself and, and being willing to do the work, you have to do it.
It's not easy, but you have to do perfect. And that's great advice. And I totally agree. What is the next stage for, uh, Michelle Norwood events? Do you have a bigger picture? Oh no. You know, I'm like a ride, the wave kind of person. It's like, I have a gypsy personality. I'm like wherever my son is, my son is turning 18 this year and he's, they'll even go to college. And so I'm like, the world is my oyster. I can literally go anywhere, do anything. It's I have no idea where I'm going, but I'm excited wherever I lay in. So I have no plane, but it's calming. I don't know what it is. I am going to ask you a question because I want to share this clip with you and you can actually use it on your social media if you want. But when a bride and groom is looking for a destination wedding planner, what are three questions that they should really ask?
Okay. Um, they should ask, are they comfortable traveling or planning an event in a different destination because their comfort, the plaintiff's comfort level is going to translate. Um, and also are they familiar with the place that they're going to like being in new Orleans? We do second lines and a lot of planners come here and they have no idea about the process. And it's something that's very neat in the world links. So like knowing where you're going, you immerse yourself in their culture and the client's needs to make sure that they can trust you with that event. The third thing is, um, a client should ask, have you been to the location? Like that's important? Like, have you seen where they want to go? And if you haven't, then you get on the plane and get over there. But yes, client should know if you've been there, um, a portfolio of work to make sure that you can, um, produce these types of events.
And, um, just making sure that the person that you're hiring is, um, strong enough to like go into these, these different places and being able, some cultures are very different. So just knowing the different cultures and being able to, I think that's a very important, um, point that you made that makes sure whoever you're hiring has actually done destination weddings. So it doesn't necessarily have to be the destination you're going to, but have actually planned something away from where they're very comfortable where they're friends with all the vendors where there, the location is familiar with them. Um, so definitely, definitely makes sure that, uh, that you do that. So, Michelle, I really enjoyed this conversation. I know you probably pique the interest of some of the planners out there that are like, Hmm. I like to track, well, we want to start offering it. So thank you for sharing today. Um, anything that I didn't ask you that I should know about you and, uh, Michelle Norwood events? No. Perfect. We are good then. So I look forward to talking to you again soon. Absolutely. Likewise. Thank you April.
[inaudible].
How did we do on your transcript?