By Tori Schmidt Owner, The Event Company
About the Author
Tori Schmidt is the owner of The Event Company in Fargo, a company that specializes in weddings and events of all sizes. She is also the event manager at Folkways, a community-driven organization dedicated to enriching the cultural landscape of Fargo, ND, by fostering creative experiences, supporting local artisans, and celebrating regional traditions.
Whether you’re planning a corporate event, brand launch, or a dream wedding, a well-executed event requires more than just a checklist—it’s about strategy, creativity, and seamless execution. As a seasoned event planner ranging from local community events to high-profile celebrations, I’ve learned a thing or two about making events unforgettable. Here are my top tips for businesses looking to plan a flawless event.
1. Define Your Goals First
Before diving into logistics, ask yourself: What’s the purpose of this event? Whether it’s increasing brand awareness, celebrating a milestone, or strengthening client relationships, having clear objectives will guide every decision—from venue choice to programming.
2. Know Your Audience
Understanding your guests is key. Are you catering to industry professionals, potential clients, or a social crowd? Your event’s tone, entertainment, and even food choices should align with your audience’s expectations and preferences.
3. Budget Smart, Not Cheap
Great events don’t have to break the bank, but cutting corners in the wrong places (like sound, lighting, or catering) can make or break the experience. Prioritize key elements that will leave a lasting impression.
4. The Venue Sets the Tone
Your venue is more than just a location—it’s the foundation of your event’s atmosphere. Consider accessibility, layout, and ambiance to ensure it aligns with your event goals and enhances the guest experiences.
5. Trust Your Vendors – You’re on the Same Team
You’ve carefully chosen vendors to bring your event to life—now trust them to do what they do best! Your planner, caterer, florist, and production team are all working toward the same goal: making your event flawless. Listen to their professional advice, communicate openly, and remember that a successful event is a collaborative effort.
6. Timing is Everything
Be mindful of dates, competing events, and your audience’s availability. A mid-week networking event might work for professionals, while a weekend affair could be better for social celebrations.
7. Communication Is Key
From vendor coordination to guest invitations, clear and consistent communication ensures everyone is on the same page. Set deadlines, send reminders, and always have a point person for last-minute changes.
8. Expect The Unexpected
Even the best-laid plans can, and usually do, hit a snag. Have a contingency plan for everything—weather, vendor cancellations, or tech issues. Learning to be flexible and quick on your feet will save the day.
9. Make It Engaging
People remember experiences, not just events. Most of my clients lately have been searching for that standout ‘wow moment.’ Incorporate interactive elements, entertainment, or surprises to keep your guests engaged and talking long after it’s over.
10. Capture the Moment
Whether it’s a professional photographer, a social media team, or live-streaming, document your event! It’s great for marketing, PR, and keeping the buzz going long after the last guest leaves.
11. Follow Up & Get Feedback
Your job isn’t done when the event ends. Send thank-you notes, follow up with attendees, and gather feedback to improve your next event. A post-event survey can give you valuable insights into what worked (and what didn’t).
Final Thoughts
Planning an event—whether large or small—requires creativity, organization, and a little bit of magic. If you’re feeling overwhelmed, don’t hesitate to bring in a professional who can work with you to take the stress off your plate and make sure your event is executed flawlessly. After all, you should be able to enjoy the experience as much as your guests!
