We were lucky to catch up with Danielle Sidock recently and have shared our conversation below.

Danielle, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

I’ve always been fueled by the passion for event planning. A few years post-college, I landed my dream gig orchestrating events at a prestigious Michigan hotel—an experience that thrilled me. Working on grand conventions for several years brought immense joy until the world ground to a halt with the onset of Covid.

Like many, my life underwent a seismic shift. I transitioned from a bustling full-time job to being at home daily with my daughters—a delightful change, yet always lingering in my mind as temporary. The plan was always to return to the fast-paced world of event planning. Then, my husband proposed the idea of starting our own event planning company. Initially dismissing the notion, I began to entertain the idea. Could I really run my own company?

Driven by the desire to give back to the veteran and military community, a cause close to my heart, I faced the daunting decision. Terrified yet exhilarated about the possibilities, we took the plunge. In February 2021, Sidock Hospitality officially launched. The mix of excitement, fear, and anticipation was palpable. We longed for the freedom it offered—balancing work with family life and expanding our work with veteran and military groups. The decision seemed audacious—launching an event planning company amid a partially shut-down world.

Despite the challenges, we planned our first event just three months after launch, and there was no looking back. The journey hasn’t always been a smooth one, but we harbor no regrets. The freedom, the fulfillment of working with incredible groups, and the joy of planning events have made every step worthwhile.

Danielle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a wife to an Army Veteran, the mother to two incredible girls and a devoted business owner. My journey into the world of event planning began to crystallize during a transformative internship in college. For ten weeks, I shadowed the Director of Catering at a premier event hotel in Michigan, witnessing the orchestration of everything from intimate meetings to lavish galas. It was in those moments that my passion for event planning truly ignited. A couple of years later, I returned to that very hotel to embark on my career as an event planner.

The inception of Sidock Hospitality stems from our profound love for event planning and a steadfast commitment to ensuring the smooth and stress-free execution of every function. We recognize that event planning is more than just organizing; it’s about crafting memories that linger for a lifetime, whether for personal celebrations with friends and family or impactful corporate and charity functions that mirror your company or organizational objectives.

At Sidock Hospitality, we take pride in streamlining the event planning process, making it as stress-free as possible. Our ultimate joy is seeing an event unfold, with clients fully immersed and enjoying the moment, unburdened by stress. We position ourselves as partners committed to your success, offering unwavering support from inception to conclusion. From understanding your goals and ideas to respecting your budgets, sourcing reliable contractors, and seamlessly managing every detail on the event day—we want you to be a guest at your gathering, free from worry or stress.

What’s worked well for you in terms of a source for new clients?

Social media platforms have become a vital driving force in our journey. Every client and prospective client we’ve engaged with has a shared connection—social media. Whether it’s through tags on diverse social media posts, interactions with our blog (“Crazy for the Details: The Chronicles of Event Planning”), or the compelling stories we share through short videos across social media channels, our online presence consistently acts as a dynamic catalyst for generating leads and acquiring clients.

In essence, social media stands as a foundational asset for our company, skillfully intertwining connections and opportunities that consistently mold the success of our endeavors.

How about pivoting – can you share the story of a time you’ve had to pivot?

Every day, I find myself gracefully navigating a series of pivots! One of the enchanting aspects of the event planning realm is the perpetual variety—no two events or days mirror each other. This constant dance involves seamlessly shifting between the unique needs of diverse clients, tailoring my planning style to each distinct vision.

In tandem with my role as an event planner, I gracefully pivot into the realm of motherhood. My days are a harmonious blend of school functions, appointments for my girls, client meetings, and the vibrant energy of events. It’s this dynamic ballet of responsibilities that keeps each day unique and brimming with the unexpected joys of both professional and personal spheres.

Contact Info:

• Website: www.sidockhospitality.com
• Instagram: https://www.instagram.com/sidockhospitality/
• Facebook: https://www.facebook.com/sidockhospitality
• Linkedin: https://www.linkedin.com/in/danielledouglas1/
• Other: www.blogbysidockhospitality.com

Image Credits
Headshot – Mike Banno, Forward Exposure Event photos – Danielle Sidock