We caught up with the brilliant and insightful Tara Federico a few weeks ago and have shared our conversation below.

Tara, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

Starting my own wedding planning business has always been a dream, one that I began shaping during my time at the University of Nevada, Las Vegas (UNLV). My studies at the International School of Hospitality, with a focus on weddings, gave me the tools and expertise I needed to make that dream a reality. But knowing how to plan a wedding and actually building a business were two very different things. The real challenge was convincing others to trust me, my vision, and the services I wanted to offer.

I still remember the first few networking events I attended. I was nervous, completely out of my comfort zone, and unsure how to present myself. But I soon realized that confidence comes with practice. With each event, I became more comfortable asking the right questions, like, “Who is your clientele?” “How can I help you?” and “Is there a service I can offer to make your life easier?” These questions opened doors, leading me to the right people and the right opportunities.

What really changed the game for me was embracing relationship marketing. I realized that building genuine connections, understanding people’s needs, and finding ways to add value was just as important as planning the perfect wedding. It became a passion of mine. Slowly but surely, my network grew, and with it came trust and income for my small business.

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?

I bring space and people together with thoughtfulness, intimacy and joy. I am a memory creator, storyteller, idea generator and ultimately wedding planner striving to bring excellence in this season of life. A steady pulse on innovation, a passion for love and a calming presences has allowed my business, Scheme Events, to flourish for over a decade.

I help kind hearted, fun-loving, authentic couples intentionally create a wedding experience unique to their own style, passions and personality. My diverse portfolio is a testament to my love for celebrating different faiths and cultures valued by my couples. And like you, I live for the real moments, unapologetic emotion and internal gratefulness of those around me.

Scheme Events has worked with some of the most accomplished vendors in the business, forging solid relationships within the industry. With the latest trends in design, catering and entertainment at our disposal, we plan and design both the finer details and broader experiences. Our organization, communication and processes deliver a streamlined experience for our busy couples.

Scheme Events is a passionate advocate for ending child marriage. Raising young girls of our own, we are thankful for the environment our daughters inherited, but we are not blind to the 12 million girls who are married before the age of 18 each year. That’s why a percentage of our sales goes to VOW who ensures that 100% of funds raised go directly to grassroots organizations working to end child marriage and advance girls’ rights. We hope our efforts encourage young girls to realize their dreams, on their terms, in their time.

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

When the COVID-19 pandemic hit, the world of weddings came to a sudden and unexpected halt. The grand celebrations we’d meticulously planned were replaced by uncertainty, cancellations, and heartbroken couples. For my wedding planning business, it was a time of intense challenge. But like so many others, we had to adapt—and quickly. I knew that the only way to push through was to face this adversity with creativity, kindness, and a spirit of resilience.

Almost overnight, I launched a new project—something completely unique. I created Celebration Boxes for couples whose big days had been postponed. These boxes were filled with items that would have been part of their original celebration: dinner menus, signature cocktail recipes, personalized favors, ceremony programs, flowers, champagne, and other mementos from their canceled event. The idea was to give couples a way to still experience the essence of their wedding, even if the event couldn’t happen in person. It became a personal, heartfelt way to stay connected with our clients and honor their special day, despite the circumstances.

It wasn’t just about surviving this difficult time—it was about offering empathy and understanding. We faced the pandemic with compassion, supporting couples as they reimagined their weddings in new and creative ways. And that resilience paid off. As restrictions eased, we found ourselves in a position to plan even bigger and more extravagant weddings than before. The lessons we learned, the connections we deepened, and the trust we earned allowed us to bounce back stronger than ever.

In the end, resilience wasn’t just about weathering the storm—it was about growing through it.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

When I first read Unreasonable Hospitality by Will Guidara, it completely transformed how I viewed service in the wedding planning industry. Before, I thought great service was about meeting expectations—doing what was necessary to ensure clients were happy. But as I delved into the principles of Unreasonable Hospitality, I realized that exceptional service wasn’t just an obligation; it was an opportunity. An opportunity to stand out, to create memorable moments, and to offer something far beyond what people expect.

The book challenged me to rethink how I approached every interaction with my clients. It wasn’t just about delivering a beautiful wedding; it was about adding personal touches that made each event unforgettable. I began asking myself, “How can I make this experience extraordinary? How can I go above and beyond in ways that surprise and delight?” That shift in mindset took my business to a whole new level.

For example, rather than just focusing on what was in the contract, I started looking for moments where I could create something special. Whether it was sending a handwritten note to a couple before their big day, or arranging a surprise favorite cocktail during a planning meeting, these small gestures showed my clients that I cared about them on a personal level, not just as customers. It was about finding joy in the act of serving and creating an emotional connection with those I worked with.

I see how this philosophy not only changed my business but also the way I interact with people. Offering exceptional service is no longer something I have to do; it’s something I get to do. It’s an opportunity to surprise, to exceed expectations, and to create experiences that clients will carry with them long after their wedding day.

Contact Info:

• Website: https://schemeevents.com
• Instagram: https://www.instagram.com/schemeevents

Image Credits
Kristen Marie Weddings + Portraits, https://kristenmarieweddings.com