10 things I have Learnt Being a Event Manager after 10 years
10 years in event planning taught me lessons no textbook could. Here’s what I’d tell my 17-year-old self
At 17, I accidentally fell into my career. I definitely did not have a traditional career by any means. Event planning was a hobby for me. I was involved with a lot of on-campus groups in my high school and university. I planned dozens of events from charity fundraisers, faith group events, education weeks, and art programs. I never saw it as work, but it was definitely A LOT of work.
After working on 4 continents and delivering events to a variety of stakeholders, I wanted to share 10 things I learnt if you are looking to start or grow your event business. These are just the tip of the iceberg in terms of what I have learned.
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I was part of the marketing team for the Global Transformation Forum in 2017 featuring Jack Ma, Usain Bolt and Sir Richard Branson
I have organized and lead government-sponsored startup workshops in Chile
Hosted countless global events
Lead global event teams and volunteers
Conceptualized large conferences for governmental organizations like MATRADE
At 17, I accidently fell into my career. I definitely did not have a traditional career by any means. Event planning was a hobby for me. I was involved with a lot of on-campus groups in my high school and university. I planned dozens of events from charity fundraisers, faith group events, education weeks, and art programs. I never saw it as work, but it was definitely A LOT of work.
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After working on 4 continents and delivering events to a variety of stakeholders, I wanted to share 10 things I learnt if you are looking to start or grow your event business. These are just the tip of the iceberg in terms of what I have learned.
1. Charisma Beats Cold Selling
Charisma is a magnet. It’s not something you can fake or buy — it’s the ability to inspire confidence in others while being genuinely interested in their needs. People don’t do business with the “best” planner on paper — they do business with people they like and trust. Emotional intelligence and genuine social skills will take you further with clients and sponsors than any sales script ever could.
2. Kill Your Inner People Pleaser
In the beginning, I said “yes” to everything. It almost destroyed me. Being agreeable 24/7 doesn’t make you successful — it makes you a doormat. Clients don’t respect planners who bend to every request. Learn to say: “No,” or “Let me think and get back to you.” Protecting your energy will save your business.
3. Boundaries Are Everything
In my early days, work bled into every part of my life. I had no office hours, no personal time, and no standards. That was a mistake. Now I keep strict boundaries — business hours are business hours, and unpaid extras stay off the table. If a client or partner can’t respect your boundaries, walk away.
4. Create Events Worth Writing About
Securing press is not as hard as people think. Journalists love events that stand out and make their job easier. I’ve had coverage in Thomson Reuters, Arabian Business, and Tech in Asia because I gave them polished press releases and events that had a unique angle. Great events are newsworthy. Make sure yours are.
5. Teams Will Make or Break You
The best events I’ve ever pulled off happened with teams that got along, adapted fast, and supported each other. Credentials don’t matter as much as attitude and emotional intelligence. A great team lifts you up. A toxic one will sink you — and your event — with stress, secrecy, and conflict. Choose wisely.
6. Treat Clients and Sponsors Like Gold
This business runs on relationships. A happy client will bring you more referrals than any marketing campaign. I write handwritten notes, send small gifts, and check in on important days. I go the extra mile to help clients hit their goals. Relationships are living things — you need to water them regularly.
7. Pick a Niche That Feels Like You
People always ask me how I found my niche. The truth is, I only work on events I’d actually want to attend. For me, that’s entrepreneurship and trade shows. I love creating platforms for business owners. Could I be a party planner? No. That doesn’t excite me. Work in niches that align with your personality, or you’ll burn out.
8. People Come for People (and Food)
You can have the fanciest venue, the most expensive décor, and the best speakers — but attendees remember two things: the people they met and the food they ate. Build events that put people first. Make networking easy, keep programming light, and serve great food. Connections are what make events unforgettable.
9. Trust Your Instincts
Your gut rarely lies. I’ve ignored my instincts and paid the price — with bad clients, rude speakers, and lost money. If something feels off, it probably is. If an idea excites you, it’s probably worth pursuing. Intuition is a planner’s best tool.
10. Build Systems That Protect You
Event planning is constant motion. If you don’t have internal systems — clear policies, client filters, financial boundaries — you’ll take on the wrong projects, drain your energy, and burn out. I learned the hard way. Now, my systems filter out toxic clients and keep me aligned with my goals. Systems protect your sanity.
Ten years later, these lessons are why I’m still standing in this industry. If you’re just starting, learn from my mistakes. Protect your energy, trust your instincts, and always build events that people can’t stop talking about.
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Thanks!
Sofiya
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