We’re excited to introduce you to the always interesting and insightful Leif Heron. We hope you’ll enjoy our conversation with Leif below.

Leif, thanks for joining us, excited to have you contributing your stories and insights. If you could go back in time do you wish you had started your business sooner or later

Absolutely—I wish I had started sooner. I officially took over Heron Events in April 2023, purchasing the business from its previous owner who was retiring. At the time, I was working full-time as an IT project manager and feeling increasingly unfulfilled by the corporate grind. I craved more autonomy, creativity, and the satisfaction of building something of my own. Stepping into the world of event production felt like the perfect intersection of technical precision and artistic expression.

If I had made the leap earlier, I’d likely be further along in terms of brand recognition, cash flow, and connections within the local events community. One thing I underestimated was how critical early marketing and networking would be—I initially relied too heavily on the existing client base and word-of-mouth, when I should’ve been shouting from the rooftops about what Heron Events could offer.

I continued working in IT through early 2024 to help finance the transition, and while that extra income was useful, it split my focus during a time when I needed to be all-in. If I could go back, I’d commit sooner, promote harder, and embrace the learning curve earlier. Still, I’m incredibly proud of how far the business has come—and I’m even more excited about where it’s headed.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Even before I officially entered the events industry, I was that person—the one planning birthday parties, office get-togethers, fundraisers, and community events. Whether it was for friends, coworkers, or LGBTQIA+ organizations I volunteered with, I found joy in bringing people together and creating moments that felt magical. I was always hearing, “You should do this for a living,” and eventually, I realized… they were right.

In 2023, I took the leap and purchased Heron Events from its retiring founder. Today, Heron Events provides custom staging, professional lighting, A/V, risers, and bleachers for weddings, galas, concerts, corporate functions, and everything in between. While we don’t plan the events themselves, we help elevate what our clients envision—taking their Pinterest boards and big ideas and translating them into polished, production-ready experiences.

What sets us apart is our reliability, attention to detail, and commitment to quality. We don’t cut corners. We show up early. We make sure everything not only looks beautiful, but functions perfectly. Our clients can rest easy knowing we’ve got their back—whether they’re hosting 50 guests or 5,000.

The moments that make me most proud are when clients share their professional photos or post glowing thank-yous on social media. Seeing their excitement and knowing we played a part in helping their event shine—that’s what drives me.

At the heart of Heron Events is a belief that no one should have to choose between style and structure, beauty and logistics. We bring it all together—lighting, staging, and production that looks as good as it feels. If you’re dreaming up an unforgettable event, we’d love to help bring it to life.

Can you open up about a time when you had a really close call with the business?

Oh yes—taxes. I’ve since learned that this is a rite of passage for many first-time business owners, but at the time, it was a terrifying (and expensive) wake-up call.

In my first year of owning Heron Events, I made the mistake of assuming that my accounting software was automatically handling and submitting all my tax payments. Spoiler alert: it wasn’t. I didn’t realize this until months had gone by—and by the time I did, I owed thousands in back taxes and penalties. Add in the urgent need to hire a professional accountant to help me sort it all out, and it turned into one of those “I might be in over my head” moments.

Looking back, I wish I had understood from day one that software can assist, but it can’t replace actual financial planning. That experience taught me the importance of investing in professional support early and never assuming the backend stuff is “just handled.”

It was a painful lesson, but it forced me to take ownership of the financial side of my business in a way that’s made me more confident and better prepared for the future. And if it helps someone else avoid the same pitfall, all the better.

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

When I first started promoting Heron Events, I thought social media was just about posting beautiful photos from past events and hoping people would notice. But I quickly learned that’s only one small piece of the puzzle. Building a real presence online requires strategy, consistency, and a little creativity—and it’s constantly evolving.

One of the biggest lessons I’ve learned is that engagement is a two-way street. It’s not enough to post and wait for likes. I make a point to interact with other businesses in my industry—especially vendors, venues, and creatives I’ve worked with—by leaving thoughtful comments and sharing their content when it makes sense. That kind of genuine interaction helps build relationships and tells the algorithms, “Hey, this is an active account people care about.”

I also lean into tools like Canva and AI to streamline content creation and maximize reach. Canva makes it easy to create scroll-stopping reels and stories, which are becoming more important than static posts. And with help from AI, I can generate captions, brainstorm hashtags, and even schedule content to go live at the times when my audience is most active.

If you’re just getting started, my advice is this: don’t try to do everything at once, but do something consistently. Show up. Be authentic. Share behind-the-scenes moments, not just the final result. And don’t be afraid to use the tools out there to make your job easier—work smarter, not harder.

Contact Info:

• Website: https://www.heron-events.com
• Instagram: https://www.instagram.com/heroneventsllc
• Facebook: https://www.facebook.com/HeronEventsLLC
• Linkedin: https://www.linkedin.com/company/heron-events-llc
• Yelp: https://www.yelp.com/biz/heron-events-raleigh
• Other: https://g.co/kgs/VvmFotY
  https://www.alignable.com/raleigh-nc/heron-events-llc