We recently connected with Fran Steiner and have shared our conversation below.

Fran, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

After 15 years in the event industry, I learned that to be successful is by making changes and setting goals for myself and my company. I have to ask myself where do I want my event and wedding service company to be now and not in a few years? I’ve been doing this business for a very long time. Of course, I wanted my company to grow and be successful, but I had to make tough decisions on investing in rebranding to a higher-end market. I didn’t want to do DIY events anymore. It was not making money for me and my team. I worked with Becca Romero with Studio Atelier Co for my rebranding logo and website. She’s amazing and so creatively talented. She knew exactly what to envision and executed the new look that I need to attract the right client. I had to raise my prices, research and invest in higher-end advertisements to attract the right client. Plus, I had to get out of my comfort level and start networking again, making relationships with other event professionals, building relationships not only with my clients, but with other peers in the event and wedding industry was very important. I started emailing then following up by calling my peers that have similar creative styles, passion and personality like me directly to schedule coffee or lunch dates. It started working and I was getting referrals from other event professionals to the “right” clients. My earnings were going up and I was able to get a team of one or two assistants to help me out on events. I wanted to focus more on quality events than quantity events. The results at the end the of event felt way more rewarding, then being so tired from doing pretty much everything from wait staff, car storage, and personal assistant to the couple. I don’t think a lot of my clients know the difference between an event or wedding coordinator, wedding planner or wedding designer. How many hours that a wedding planner put behind each wedding. The long hours took me away from my family. I have a husband, two young boys, 10 and 12 years old and a doggie. I need to make a change to balance my small business with my personal life. I wasn’t happy sometimes. I had to make a change and be a good influence for my kids. I cut back my hours. I started not booking so many events. I wanted to spend more time with my family and my clients. I can see it made a difference on my quality of clients. I was getting client referrals and additional repeated clients for other special occasions. For instance, a sweet couple was so happy with my services, they hired me for their co-baby shower the following year.

I do believe “networking” is the key word and motivation for me. Building relationships with other event professionals that share the same qualities, goals, and personalities makes a huge difference. But do your research, invest in the associations and network groups that would benefit you. I learned to focus on yourself and the team if you have any assistants or staff employees. For instance, rewarding them with team outings, such as coffee, lunch, dinner, pedicure, massages, wineries, whatever you think you’ll enjoy together.

When great opportunities such as being interviewed, published for our team’s event work, or getting nominated for one of the best event or wedding planner in your area is so rewarding. Just being recognized and nominated among my peers and clients are important to me and my team. Even having a client saying “Thank you, Fran. Your team and you did such a great job. It was such a beautiful day.” at the end of night is rewarding. It feels really good like all that hard work paid off.

Fran, 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 felt like I just answered this question about rebranding and my business.

My purpose is to serve you in your best moments, designing a space for you to remember the joy, light, emotion, feelings, and interactions you have with the people you love most – to give you a tangible memory to hold onto forever.

After all these years, I feel like that I’m at the place to start to mentor other event professionals. I’ve been approach a couple of times from my peers if I ever consider doing an educational workshop for event professionals. I definitely love designing events and helping others in the event community so that might be a new future opportunity to share peers.

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

Like what I said before, networking is essential in all businesses. It makes a difference to get yourself out there, bring your business cards, dress to impressed, and interacting what all types of people. This is your time to make that connection with other event professionals to work with you and refer you to other clients.

Any insights you can share with us about how you built up your social media presence?

I’m always learning but connecting, following, commenting and liking with other peer’s instagrams that have similar style like you. Those peers you want to make that connection and to work together helps build each other algorithms. I even notice by accident and researching to partner or collaborate with other business helps to grow yours and their audience. Don’t be afraid to ask questions to other peers. They might share a good tip with you.

Contact Info:

• Website: https://www.eventsbyfran.co
• Instagram: https://www.instagram.com/eventsybfran
• Facebook: https://www.facebook.com/EventsByFran
• Linkedin: https://www.linkedin.com/in/frances-fran-steiner-765693167
• Yelp: https://www.yelp.com/biz/events-by-fran-newbury-park?osq=events+by+fran
• Other: Top 10 Event Planners Who Make Every Occasion Memorable:
  https://www.msn.com/en-us/news/other/10-event-planners-who-make-every-occasion-memorable/ar-BB1hU0S6

  California Wedding Day: https://californiaweddingday.com/events-fran

  PartySlate: https://www.partyslate.com/event-pros/events-by-fran

  Santa Barbara Wedding Style: https://www.santabarbarawedding.com/vendor/events-by-fran

Image Credits

Photographer Credit: Jillian Rose Photography

www.instagram.com/jillianrosephoto