We’re excited to introduce you to the always interesting and insightful Amy Elizabeth Gorton. We hope you’ll enjoy our conversation with Amy Elizabeth below.

Hi Amy Elizabeth, thanks for joining us today. If you could go back in time do you wish you had started your business sooner or later

Before starting AE Events & Design, I never pictured myself as a business owner, and I’m the type of person who has a running bucket list. There’s so many things I want to do and try in my life, so looking back know it seems absurd that entrepreneurship wasn’t on my radar.

I had been working as a wedding planner for a different company when my boss decided to go back to school. She was the person who first suggested I start my own business. I vividly remember her saying, “You can do this. You should do this.” Up until that point, I never considered it. She quickly became my mentor through the process and still is today. In fact, she’s assisted me whenever I have a destination wedding at Lake Tahoe, so we’ve come full circle in our professional life and have grown close friends (along with both of our husbands) through the years.

I was very timid about entrepreneurism actually. In fact, it took me almost a year to decide if I should start a business or not and it was my boss/mentor/friend that ultimately gave me the courage to take the leap of faith. In that year of time, I passed on a lot of inquiries and missed out on several weddings. I remember my husband saying, “Go for it! Do their wedding!” but I wasn’t confident yet. So would I go back in time and change things? Absolutely. I would have started sooner, but more importantly, I would have believed in myself more. Because I can do it. I am doing it. And you can too.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I have a background in museums actually. More specifically, I have a masters in Museology from University of Washington with a specialization in Exhibit Design. My thesis was on atmospherics, or environmental psychology, and how elements in a closed environment can impact a person’s emotions. I’ve worked in museums designing exhibitions, in interior design for a firm, and in events for nonprofits. Overall, I love storytelling and creating spaces.

I was working for a museum part-time when I saw a job posting for a wedding company. It was a part-time position as an Event Assistant. I had a blast working that first summer and in the fall, my boss pulled me aside and said, “You’re really good at this. Do you want to learn how to be a wedding planner full-time?” I said yes, quit my part-time job at the museum, and became a full-time wedding planner. After several years, my boss went back to school and closed her business, but not before encouraging and mentoring me to start my own business. I’ve owned AE Events & Design for three years now. We offer full planning and event management for social events (weddings, engagement dinners, baby showers, etc.) as well as floral and sign services.

I LOVE love. I joke that I cry at every wedding, but it’s 100% true. It’s always something different, but there’s always a moment that catches me off guard and the tears start flowing. That’s the best part about being a wedding planner. You get to be a part of this milestone, perhaps the biggest day of your clients’ lives, and witness a 1,000 different moments of love in a single day. The parent giving their child a reassuring hand squeeze before walking them down the aisle, the smile on the grandmother’s face while the new couple dances, the look of adoration one partner gives the over… the list goes on. That’s what I’m most proud of when I think about owning a business and being a wedding planner. That complete strangers trust me to witness their love. Of course, by the end of planning, we’re not strangers anymore! But at the initial booking date? That’s a lot of trust, and I don’t take that lightly. I’m proud that people trust me.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

We have a Final Details Meeting for all event planning clients the week of the event. This is the last in-person meeting before the event, and an opportunity to go over everything one last time to make sure nothing was missed. It was at one of these meetings that one of my clients sorrowfully asked me, “So is Saturday it? Is that the last time we see you?” I response: “That’s up to you!”

Many clients usually book me 1-1.5 years out from their wedding date. That’s a lot of time we spend together, myself and the nearlyweds. We grow close and I’m fortunate to have made friends with many of my clients. Many clients keep a professional relationship with me after their initial event, booking me for their future holiday parities, or baby shower, etc. Or they’re the first to recommend me to friends or family. I’ve planned three weddings for the same family (two sisters and a cousin!) and multiple weddings in the same friend-group. Those are the best type of events, because you get to see and catchup with past clients each time.

Whereas some clients pursue a more personal relationship with me, emailing or texting to meet up for coffee and a catch-up, or inviting me to go get gelato and meet their new baby. Which makes wedding planning one of the best jobs in my opinion, because the wedding day isn’t necessarily the ending. Even if I absolutely adore a couple, however, I always take lead from my clients on if they want to continue our relationship, either professionally and/or personally.

I don’t have any tips or tricks to foster loyalty with my clients. My best recommendation to other event planners is to be yourself and work hard. You are your best employee, and the best type of marketing you have is an event you’re currently doing. So many of my clients have come from events I’ve done because they were a guest or wedding party member and personally saw me running my booty off to make the day perfect for their loved one. Just do you, boo, and the rest will follow.

Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?

AE Events & Design was originally only an event planning company. In the past year, we’ve expanded to providing floral and sign services. This has stemmed from both client asks and my desire for more creativity.

Many florists require a minimum for a wedding, which I 1,000% agree with and support. Many of my clients however, tend to lean towards the minimalist side of event design. I was getting asked to help with bud vases or to make a single bouquet before I considered adding florals to our services, so I thought why not officially add it? So I got my Reseller’s Permit, starting playing with designs, and have been learning about sustainable floral practices. Sign offerings are our newest service and evolved much the same way. I love being creative and learning new things.

These supplementary services are just that: supplementary. We only offer these services to clients who have booked us for event planning and only if it makes sense for our clients. If our clients want a lush design with several installations, then we have a rolodex of vendors we can recommend to them based on style, location, and budget. We always tell our clients, “We’re your planner first. Let’s discuss your vision and see if it makes sense.”

My first year of doing florals, I did accept floral-only clients but have decided not to anymore. This decision was based on capacity and honestly, some soul searching. In doing those floral-only jobs, I realized I was sad I wasn’t their planner. I truly am a wedding planner at heart, who loves having the opportunity to be more creative.

Contact Info:

• Website: https://aeeventdesign.com
• Instagram: @aeeventdesign
• Facebook: https://www.facebook.com/aeeventdesign
• Linkedin: https://www.linkedin.com/company/ae-events-design/

Image Credits
Leda Costa @by.leda Madison Olling @madisonolling EZER Photo @ezer_photo Brittney Hyatt @brittneyhyatt Cassie Sanchez @cassandrarene.photography