We caught up with the brilliant and insightful Shelby Crawford a few weeks ago and have shared our conversation below.

Shelby, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

At The Event Society, our mission is to create unforgettable experiences that feel effortless, sophisticated, and deeply personal. I believe that the best events aren’t just beautifully designed – they’re a reflection of the people at the heart of them.

This work is more than just planning for us, it’s about crafting moments that matter. With years in the wedding and event industry, I’ve seen firsthand how thoughtful details, seamless logistics, and intentional design can transform an event into something truly magical. I love what I do because I know these moments only happen once, and they deserve to be celebrated in a way that feels meaningful and completely you.

At the end of the day, our mission is simple: to take care of every little detail so you can be fully present for the moments that matter most.

Shelby, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the owner and lead planner of The Event Society, a wedding and event planning company based in Tampa Bay. My journey in the event industry started eight years ago when I began working in venue management. From managing venues to planning weddings firsthand and even planning my own wedding—I’ve fallen in love with both the creative process and the logistics that go into bringing unforgettable celebrations to life.

After years of helping couples navigate their wedding days, I realized what truly fuels my passion: creating events that feel effortless, personal, and perfectly curated for each client. That passion inspired me to start The Event Society, a company built on the belief that every event should be a reflection of the people at the heart of it.

We offer full-service planning, partial planning, wedding management, custom event planning, and event content creation. Whether you’re looking for someone to design every detail from start to finish, need a professional to help tie everything together, or want high-quality content captured throughout your event. What sets us apart is our balance of creativity and organization. We obsess over timelines just as much as we do tablescapes. Every decision is made with intention, ensuring your day not only looks beautiful but flows seamlessly.

I’m most proud of the relationships we build with our clients. Weddings and celebrations are some of life’s most special moments, and having the opportunity to be a small part of that journey is something I never take for granted.

At The Event Society, our goal is to take the stress off your plate so you can be fully present in the moments that matter most, knowing that every little detail is handled with care. Whether it’s an intimate gathering, a grand celebration, or a brand event, we’re here to bring your vision to life with warmth, intention, and a little magic along the way.

Any advice for managing a team?

As the owner of The Event Society, I believe managing a team and maintaining high morale starts with trust, respect, and clear communication. In our fast-paced industry, it’s essential to create a collaborative environment where each team member feels valued and empowered. These are my top 5 strategies for fostering a motivated and successful team:
1. Clear Communication & Expectations
We thrive on open communication, making sure everyone understands their role and how it contributes to the overall success of the event. Regular check-ins help keep everyone aligned.
2. Recognizing and Celebrating Wins
One of the most important things I’ve learned is how powerful a simple “thank you” can be. In a fast-paced environment like event planning, it’s easy to get caught up in the hustle. That’s why I make it a point to celebrate both the big milestones and the smaller wins. Whether it’s a successful event, a client’s thank-you message, or hitting an internal goal, we celebrate together.
3. Supportive Culture
Building a supportive team culture is key. We make sure that everyone has what they need to succeed, and I always try to show appreciation for their hard work. Even a small gesture like sending a Starbucks gift card goes a long way in letting the team know they’re valued.
4. Prioritizing Mental Health and Well-Being
Event planning can be stressful, and I make it a priority to encourage my team to take breaks and manage their work-life balance. Whether it’s encouraging a day off or simply checking in to see how they’re feeling, supporting mental health is crucial to keeping morale high.
5. Providing Growth Opportunities
I believe in investing in my team’s growth. Whether it’s offering training, attending industry conferences, or providing opportunities to take on more responsibility, I want my team to feel they’re always growing and advancing in their careers.

If I had to sum it up, the key to maintaining high morale is creating an environment where people are motivated by passion, supported in their roles, and celebrated for their contributions. It’s about building a culture where everyone feels they belong and can truly shine.

Where do you think you get most of your clients from?

When starting a new business, there are definitely challenges, especially in terms of getting the word out. I’m really lucky that over the years, I’ve made so many great connections in the industry. From vendors to venues to past clients, these relationships have been invaluable. Thanks to those connections, a lot of my initial clients came through word of mouth, which has been huge for building trust in the early stages. When a past client sends someone our way, it means the world to me. There’s something really special about a personal recommendation, it feels like a vote of confidence that the work I’ve done has made an impact.

We’re also working on growing through social media, using it as a tool to reach a broader audience and showcase what makes us unique. So far, the mix of personal referrals and social media is really helping to keep the momentum going!

Contact Info:

• Website: https://www.theeventsociety.co/
• Instagram: theeventsocietyco
• Facebook: The Event Society

Image Credits

Dakota Williams Photography , Joy + Everette Photography, LBK Productions, Madisun Paige Photography