We’re excited to introduce you to the always interesting and insightful Christina L Turner. We hope you’ll enjoy our conversation with Christina L below.
Christina L, looking forward to hearing all of your stories today. Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?
For me, it is both. I possibly would not have started my business if I hadn’t been a single parent trying to keep a roof over our heads and food on the table. If it had not been for the experience of working within the New York State Assembly for Assemblyman Author O, Eve there world not have been a Alsace of New York Events and Design. Working for the New York State Assembly in the 90s was an amazing place to build people skills and learn how to think out of the box. I had always been creative. My home was decorated nicely and I would entertain every other weekend with about 12-15 of my friends. A childhood friend of mine was getting married and she asked me to plan and do the décor for her wedding. So, I did. I curated an entire community center to look like something out of a magazine. There after more events started coming my way in conjunction with working and facilitation church functions. It was about two years later when I decided to “go into business.” I saw that it was a great way to earn extra money which took off the stress of worrying about my financial situation. In 1994 I started Alsace Events Group with one of my besties and my ex’s sister. We each has a particular portion of the business we were going to be responsible for. I knew NOTHING about having a business nor how to choose people who would have the same drive as I did. So, Alsace Events Group didn’t last long after about six months the group decided I was the only one with the greatest passion for the business and that’s when I renamed and branded my now company Alsace of New York Events and Design also known as Alsace Events and Design. It will be 29 years September 15, 2022 that I have been the the owner and Creative Director of Alsace Events and Design. I am glad I became an entrepreneur sooner because I have endured the experiences and changes in the wedding/event planning industry. I worked so hard to get clients because social media wasn’t available to us then as it is now. I scheduled appointments via people finding my flyers on their cars or through a recommendation. I sent my portfolio only to those who were seriously interested working with me and people paid top dollar for my time and work. On the other hand, I wish I had started a little later because sometimes I find my ideology of business in the past does not work within the season we are in today. It is a challenge at times to keep up with the ever changing trends with materials, marketing and pricing. There are so many DIY tutorials, anyone can plan their own celebratory moment. In the past, hiring a planner was a needed luxury, today its a little different. Starting later would have given me a fresher introspection of today’s business style and having a more flexible way of doing things without throwing away the foundation to having a successful business. I love seeing new entrepreneurs coming into the industry with their ideas and creativity. I don’t know if I would completely retire doing luxury celebrations, I would be very selective because I offer a high quality service and product.
Can you tell us about a time you’ve had to pivot?
I am currently pivoting. Pivoting for me means, re-starting on a new direction with a new plan. Due to Covid-19, I have lost quite a few vendor relationships due to either illness or closing of businesses. It’s a real challenge, for those of us in the industry. I’ve had countless thought of closing my doors when another opportunity came to do a wedding and then another. I am still figuring out “how” I want to represent my business to the world without losing what we are as a brand. I am studying various social media platforms deciding what will work for us as a business to stay relevant. I have done some modification to our services where we can still present ourselves as a luxury brand.
Any advice for growing your clientele? What’s been most effective for you?
One of the things I have always done for past clients is to stay in touch with them minus sending news letters or an offer. When planning any type of celebration you have the opportunity to getting to know who your clients are. Yes, you are planning their next celebratory moment but you want to get to know them. I ask for birthdays and send birthday cards. Yes, real birthday cards and holiday cards. It adds a special touch to your brand and extends your customer service well after the celebration is over. This has worked more effectively than sending a email or text message. People get several emails per day and your connection to a client can get lost in the pool of emails or even spam. Doing this, has helped us grow clientele because we are still engaging with a former client softly.
Contact Info:
- Website: https://www.alsaceofny.com
- Instagram: https://www.Instagram.com/alsaceeventsanddesign
- Facebook: https://www.facebook.com/alsaceeventsanddesign
- Linkedin: https://www.linkedin.com/company/alsace-events-and-design
- Twitter: https://www.twitter.com/alsaceevents
- Youtube: https://www.youtube.com/channel/UCK9FlSZoOijePvCBOo7fJ3Q
Image Credits
All photos, I took or from my team with my phone. – Christina L Turner, Creative Director