Alright – so today we’ve got the honor of introducing you to Talita Trygsland. We think you’ll enjoy our conversation, we’ve shared it below.

Talita, appreciate you joining us today. How did you come up with the idea for your business?

I founded Spire Connection LLC “SPIRE” with a clear vision to bridge the gap between the plant-based industry and the world of events. My journey into the event industry began as I managed a high-end venue called Unici Casa, orchestrating over 300 events in three years, from our launching own in-house event series to bar- and bat mitzvahs, weddings, fashion week shows to corporate events for renowned brands like USC, T-Mobile, Lionsgate, and Snapchat. During that time, a significant shift occurred in my life as I adopted a vegan lifestyle and had the opportunity to work with a vegan organization called Mercy For Animals as one of my clients. Following our collaboration on planning their gala at the venue, they extended an offer for a position within the organization. I joined as the Events Manager, and over the next six years, my role involved planning and executing a spectrum of events, from national donor gatherings to the highly esteemed annual MFA Gala and benefit concerts. These events raised nearly 9 million dollars during my six years of tenure to benefit the organization.

After witnessing the power of events in creating positive change for vegan causes, I recognized a gap in the market for a specialized company. Spire was born in 2019, with the mission to pioneer vegan and sustainable events across various industries. Drawing from my extensive experience, I envisioned Spire as a platform offering knowledge and insights into planning and producing impactful, plant-based, and cool events for organizations and the entertainment industry alike.

The inception of Spire was a convergence of my personal convictions, professional journey, and a strategic vision for the future of events. As I delved into the event industry, managing events for Mercy For Animals, I observed a significant gap in the market. While many events focused on conscious causes, there was a noticeable absence of initiatives emphasizing plant-based catering, sustainable practices, and education about the importance of veganism in the event industry.

The logic behind Spire was rooted in the understanding that there was a distinct space where I could bring valuable services. Having navigated the intricacies of the event industry, I recognized the opportunity to create meaningful experiences that align with my values and contribute to a sustainable future.

I knew this venture was worthwhile because it addressed a unique niche. Unlike other event planning and production companies, Spire exclusively focuses on the intersection of plant-based values and event execution.

Our unique approach involves seamlessly integrating vegan brands into events and crafting experiences that align with our clients’ values. The excitement stemmed from the prospect of being pioneers in this niche, providing services that cater to a growing demand for events that not only entertain but also reflect a commitment to a sustainable and compassionate lifestyle.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Talita Trygsland, visionary founder and CEO of Spire and so much more. I was born and raised in a small town called Kristiansand in Norway. I made the life-changing decision to move to Los Angeles 15 years ago. It’s been quite a journey from moving across the ocean to starting a whole new life in a different country. I worked in many jobs before I founded Spire, from a server at a hookah lounge, to a baby-sitter and model, to every possible position in the event industry (freelance event coordinator, manager, producer, bar manager, venue manager and more). I’m creative at heart, and my passions are music, connecting people and causes (ergo the official business name Spire Connection), art, fashion, design, and story-telling. I went to art and fashion school in Norway and have a degree as an Interior Designer.

In addition to running Spire, I’m also involved with various creative projects, from producing and directing music videos, fashion films to creating content for brands and organizations. I have many close friends and a large social circle and network that is the biggest value in my life. I also enjoy much solo time with hobbies like writing, playing guitar, and I re-energize hiking and spending time in nature.

At Spire, our mission is to plan and produce events that connect people within and beyond the plant-based food, fashion, and entertainment space. Our services include event planning and coordination, venue selection and management, catering and culinary services, event design and decor, event staffing and team management, vegan & sustainable wedding planning, audiovisual services and production, brand activations, photo and video production, high-end and sustainable event rentals, livestream and hybrid events, and more.

I’m very proud of the impact we’ve made in reshaping the event industry’s approach to sustainability and veganism with event partnerships like The Vegan Women Summit, an annual event we produce with VWS, a global events and media organization created to empower women to build a kinder, more sustainable world.

I’m also proud to produce the annual benefit concerts for Rock To Recovery, a non-profit helping people heal and transform their lives through the powerful experience of writing, playing, and performing music as a group. This is a cause that is very close to my heart due to personal experiences, and it gives so much meaning working with people making such a powerful impact in people’s lives.

What I want potential clients, followers, and fans to know is that Spire is not just an event planning company; it’s a platform dedicated to connecting diverse players in the exploding plant-based food, fashion, and entertainment industry. Our events are not only about entertainment but also about creating positive change for vegan causes and contributing to a sustainable future. Spire is where style meets sustainability, and I invite you to join us in this transformative journey.

Let’s talk about resilience next – do you have a story you can share with us?

My journey has been one of profound challenges and unwavering resilience. In my early 20s, I took a leap of faith and moved from Norway to the U.S., eventually settling in Los Angeles. Building my career wasn’t easy; it was crafted through personal connections, word of mouth, and a commitment to being an authentic and kind person. The move to Los Angeles presented its own set of challenges, and life threw more obstacles my way.

I married someone struggling with addiction, and during the process of building a new life and career, I faced personal trauma and battled disease. In the midst of these trials, I became a widow just as I embarked on my event career. The challenges didn’t stop there; I lost my best friend the following year, along with several close friends, including my events director at Mercy For Animals.

She, my colleague, friend, and mentor during my first four years at MFA, was in hospice during our 20th-anniversary gala. I had to take the steering wheel, moving the event forward in her absence – the first event at the organization she was not a part of. It was a poignant moment that showcased the strength forged through adversity.

In 2019, I founded Spire to pursue my own business. The journey began with promise, but six months later, COVID-19 hit. Undeterred, I continued my full-time job while keeping the business afloat. Eventually, I secured my first client during the pandemic, followed by several others. Mid-COVID, I made the decision to leave my job and fully commit to building Spire in 2022.

The road has been exhausting, and at times, the thought of giving up has crossed my mind. However, resilience is ingrained in my spirit. I’m driven and persistent, pushing forward to reach my goals. Running a business is an ongoing journey of personal development, an evolution toward becoming a better, smarter, and more successful person with each challenge conquered.

And so, the story continues. I face each hurdle with tenacity, knowing that every step forward is a testament to the strength within. My journey exemplifies that resilience isn’t just about bouncing back; it’s about forging ahead, stronger and more determined than ever. I’m inspired by the challenges I’ve overcome, and I’m excited about the triumphs that lie ahead.

Can you talk to us about how your funded your business?

As someone who values autonomy and control, I took the path of fully bootstrapping my business, Spire, avoiding external investors. Being what some might call a ‘meticulous strategist,’ I sought to fund my company through a combination of hosting events, securing financial sponsors, and delivering tangible value to sponsors, supporters, and attendees.

The initial spark came from organizing events that brought together a dynamic mix of entrepreneurs, creatives, founders, investors, and industry leaders in the plant-based food sector. These gatherings, held in Los Angeles and beyond, attracted a diverse array of individuals, from founders of innovative cultured milk companies in Singapore to VPs of startups pioneering new plant-based products. Many of these attendees eventually became our clients and sponsors.

The timing was particularly intriguing as Beyond Meat had recently gone public. We hosted the Chief Growth Officer who shared insights on how the company scaled to that point. Our events continued with a focus on art, mindfulness, and integrated conversations about healing modalities. Attendees were treated to a unique VR experience at an interactive art venue, creating memorable and immersive moments.

As we gained momentum, we secured a promising opportunity – planning an investor event for a VC company’s portfolio companies. However, mid-planning, the unforeseen challenge of COVID-19 hit, leading to the cancellation of all events for the next two years. Undeterred, we adapted to a hybrid model, generating business revenue from clients and event sponsors, building strategic partnerships, and expanding our offerings.

Recognizing the growing demand, we introduced a new platform, Vegan Wedding Planners, catering specifically to vegan and sustainable weddings. Additionally, we ventured into influencer campaigns and other event-related services. As we continue to scale, our commitment to building connections through unique events and experiences remains unwavering. The journey has been both challenging and rewarding, and I’m excited about the opportunities that lie ahead as we continue to grow Spire.

Contact Info:

• Website: https://www.spire.la/
• Instagram: https://www.instagram.com/talitatrygsland, https://www.instagram.com/spireconnection
• Facebook: https://www.facebook.com/spireconnection
• Linkedin: https://www.linkedin.com/in/talitatrygsland/, https://www.linkedin.com/company/spireconnection/

Image Credits
Sergio Artg Sylvia Elzafon Justin Steady Jenny