We were lucky to catch up with Krystal Moreno recently and have shared our conversation below.

Krystal, appreciate you joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

My topic is really a cross between starting a company and new career path that was inspired by the lessons learned from an industry so impacted by the pandemic of COVID-19.

The hospitality industry, like many industries, was severely impacted by COVID-19. As a long term Catering & Sales Director in the hotel industry, the shut down began in the middle of a large program I had for a hotel I was working for. I didn’t realize the rollercoaster ride that was starting to happen and the following 2 years was one of the most emotional and stressful series of events that followed. I would highlight the pandemic, hotel closures, reduction in workforce, and the guilt I carried by being one of very few hotel managers who kept a version of my job. I speak to a time when both my husband and I were laid off from our hotels and how we had to deeply evaluate our skills and abilities outside of our industry, and find work where we could for the time being. He took up stocking shelves in a grocery store in the middle of the night, while I did home schooling for our son, and tried to start a babysitting business. We later went on to get our hotel jobs back – but were told to work the job of multiple people, at reduced pay under full time conditions with little to no flexibility to work remotely during stay at home orders. We were regularly reminded of how lucky we were to have a job but it came at a price and there was little we could do but to accept these new realities and keep proving our value to hang on. This was code for book events, execute them under any means necessary during the pandemic to bring in revenue. It was a time of mixed emotions, fear of losing my job again, and grateful to have some form of income, guilt that my entire team was laid off except me, complete exhaustion and burn out. All this while also trying to become a teacher to our son through remote learning and trying to figure out how to also be present in a closed hotel and a husband who was shipped to every state outside of California to lend helping hands to other hotels within his company. It was a dark time.

About a year and a half ago, my husband came to me and said he had a hotel opportunity in The California Desert for us to permanently move. It offered the chance for our son to be back in school, us to all be in the same city, my husband to work at only 1 hotel and me run far away and come up for air. It was time to re-evaluate. I could not have started packing fast enough.

We moved and I began to soul search and discovered I am pretty damn good at what I do. I have doubted myself forever. Did not believe that I could be an independent planner, thought I would just continue the hotel management path I had been on. All the other LA planners had the contacts, the years of experience and great PR. There has always been such competition – did I have the energy for this? I started slow and still find myself building cautiously. All along still wondering if I loved this business. Did I want to take on this new stress? Wouldn’t it be better to just take a sabbatical or go back to what has been familiar and safe in the hotel industry?

I determined that I am ultimatly in this business because I love helping people – all people. Having a magazie spread or not did not justify my value, only catering to the top tier of clientel sounded great but would that even be fulfilling enough, would it lend the same apprechiation? I remembered that at the core of this industry is why I am in it in the first place. To serve others with genuine hospitality. Once I remembered why I have the passion for events and catering in the first place, I wrote a mental mission statement for myself – create and plan events through supportive partnerships, clear and approachable options and always deliver genuine hospitality. Above all, keep it real and relatable. Not every client is going to have the budget for a magazine wedding or event. But real people have real events and still need help. To me that felt like a great way to use my years of experience to help every day people.

So here I am trying to put myself out there – Krystal Klear Special Events, an independent planner inspired by genuine hospitality, culinary and annoyingly klear [about] event operations. Most people will agree I love to exercise my opinion, and love to get thing done by taking action. I may not be for everyone, but I am here, and will alway try to help.

I’ve taken the lessons, I have learned from my past career and ignited a desire mission to stop doubting myself and keep growing and challenging myself. Remembering that I have value in this industry and I do not have to accept what I am dealt. Our new industry post pandemic has shown us all that we should not settle. We all spend so much time in our careers – its time to make sure we are getting what we need personally and professionally.

Krystal, 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 vetted event professional. Educated in real life event experience – with a focus on Catering and Sales in Hotels for over 17 years. I have solicited, booked, executed every type of event from weddings to award shows, corporate galas to Presidential keynotes and everything in between.

I am transparent, honest and to the point.

I am relatable, easy to get along with and always want to learn more. I challenge people who like to do things the way that have always been done.

I lead with my heart in most situations. You have to be emotional to be successful in events. I don’t see that as a bad thing. I see it as passion and dedication.

I tend to speak up about the things people are thinking but are afraid to say.

I will kill myself to make sure I delivered on my promise to a client.

I believe in what Conrad Hilton said: “It has been and continues to be, our responsibility to fill the earth with the light and warmth of hospitality.” So much so, that we named our Son’s middle name Conrad, after Conrad Hilton :)
I will always acknowledge that our work takes a village and the people who work behind the scenes should be honored and respected.

I like to remind myself and clients that we are not surgeons, or military leaders or scientists. We are planning celebrations and moments where people come together for a greater purpose. Try to enjoy that ride, and the moment that it becomes uninspired or a drag… the universe is telling you to move on.

How’d you build such a strong reputation within your market?

I truly believe that the best sales people have walked in the shoes of an event professional. What that means is that you become a trusted source when you can speak from experience. When you have rolled up your sleeves and worked the trenches or challenged yourself to extended learning opportunities.

I make it a point to do my homework and learn first hand. I research trends, scope out the competition with a competitive analysis, join community and industry organizations and always value networking and making new connections and really listen to other peoples experiences.

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

Relationships. Relationships. Relationships and sharing my learnings on social media. I truly believe that my social media gives people an opportunity to get to know me. Again, I may not be for everyone – but I am not trying to be :)

Contact Info:

• Instagram: @kkspecialevents and @pistolkrystal
• Facebook: krystal.kiremit
• Linkedin: linkedin.com/in/krystalrkiremit

Image Credits
Visuals by Arpit Andre Maier Photography Marlies Hartmann Photography