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

Valerie, looking forward to hearing all of your stories today. What do you think it takes to be successful?

I own two businesses that demand both creativity and precision: one as an event planner, the other as the editor and owner of an advertising publication. Success in these roles requires a rare mix of creative vision, sharp business instincts, and an industrial-strength work ethic.

People often ask how I manage it all—balancing client work, deadlines, family, and still finding time for fun. The truth? I’m extremely organized. I rely on checklists, calendar invites, and phone alarms to keep everything on track. That structure is what allows me to thrive in both my professional and personal life.

Communication is just as critical. Staying on top of emails, texts, and voicemails isn’t optional—it’s essential. Clients and vendors expect timely responses, and in this industry, if you’re not responsive, someone else will be. Hungry competition doesn’t wait.

Of course, there have been personal sacrifices. I’ve missed gatherings with friends and family because my events are often booked a year or more in advance—and life doesn’t always fit neatly into that schedule. But when I am available, I show up fully and intentionally.

To recharge, I love taking my camper off the grid in Montana for a few days with my family. No Wi-Fi, no distractions—just nature and quality time. I always leave an out-of-office message and update my voicemail so clients know I’m unavailable and when they can expect a response. It comes back to communication—people appreciate clarity.

I grew up in a low-income household, but both of my parents were college-educated and instilled the value of hard work. Watching them push through challenges inspired me to aim higher. I paid my way through college and started two businesses without a single loan. For years, I juggled a full-time corporate role as an area director of sales for hotels while building my businesses on the side. That experience gave me the foundation I needed to become a successful entrepreneur.

Let’s be honest—owning a business doesn’t mean working less. It means working differently. Yes, I have the flexibility to grab lunch with friends or hit the golf course midweek, but I also know I’ll be catching up late into the evening. Entrepreneurship takes grit, discipline, and the willingness to put in the hours—even when no one’s watching.

This is what it takes to be successful in my two businesses:
Relentless Organization
I need to be five steps ahead, always. Whether it’s tracking RSVPs or client ad deadlines, successful people in my shoes live and breathe calendars, timelines, and checklists.
Emotional Intelligence
I deal with a lot of personalities—brides, clients, advertisers, vendors, creatives. The ability to listen, empathize, and respond calmly (even when things go sideways) is my secret weapon.
High-Level Communication Skills
I am constantly pitching ideas, solving problems, and writing or editing copy. Clear, persuasive, and polished communication builds trust—and sells.
Brand Vision
Both of my jobs require a sharp eye for aesthetics and consistency. My brand has to be cohesive across events, social media, print, and partnerships. I’m not just a planner or editor—you’re the tastemaker.
Grit + Flexibility
No matter how pretty it looks on Instagram, behind the scenes it’s long hours, last-minute changes, and high stakes. I need thick skin, quick reflexes, and a “make it work” attitude.
Associates
I couldn’t do what I do without my incredible team of associates. They’re the behind-the-scenes magic makers who help manage the day-to-day details and ensure every event runs smoothly from start to finish.

Valerie, 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?

Valerie Joy Events was born out of equal parts passion, hustle, and a deep love for bringing people together in unforgettable ways. My journey didn’t start in ballrooms or with styled shoots—it started in the corporate world, where I worked as an area director of sales for hotels. That role taught me everything from logistics and timelines to vendor relations and customer service at the highest level. I planned countless meetings, conferences, and social events—and along the way, I realized I had a talent not just for organizing, but for elevating.

I started Valerie Joy Events while still working full-time. Nights, weekends, and early mornings were spent building my business—designing experiences, booking venues, and working with clients who were looking for more than just a cookie-cutter event. I knew I could offer something unique: creativity rooted in strategy, style backed by structure.

I didn’t have investors or outside funding. I built this business from the ground up—self-financed, self-taught, and driven by a serious work ethic. I booked my first clients through word-of-mouth, and as the events grew in size and style, so did my reputation.

Valerie Joy Events is more than a business—it’s a reflection of what I love most: curating meaningful moments, creating beauty through detail, and making sure every client feels heard, celebrated, and stress-free. What started as a side hustle quickly turned into a full-time career, and today, I get to do what I love—every single day.

In November 2024, I expanded my entrepreneurial journey by acquiring a second business—The Scout Guide Bozeman, a locally focused franchise publication. I’m now proudly running two businesses and loving the challenge of growing both.

My commitment to both my craft and my community has earned her accolades such as the Sharing of Hope Award by the Bozeman Cancer Support Community in 2019 and recognition as one of Bozeman’s 20 Under 40 Professionals by the Bozeman Daily Chronicle in 2016. As well as several publications of real life weddings in Montana Bride, and Rocky Mountain Bride.

When she’s not helping clients create their dream weddings, Valerie loves spending time outdoors with her family, whether it’s camping, paddle boarding, golfing, or cross-country skiing. She’s a proud mom to two teenage children, three dogs, and is married to her husband, a talented chef who keeps the family well-fed.

Let’s talk M&A – we’d love to hear your about your experience with buying businesses.

When the opportunity arose to purchase Scout Guide Bozeman in November 2024, I knew it was a chance to diversify and grow my business portfolio in a meaningful way. What made this acquisition particularly unique was that the previous owner financed the sale herself, allowing me to pay her off in less than a year. This arrangement showed the confidence she had in the business—and in my ability to take it to the next level.

But buying into Scout Guide wasn’t a simple transaction. There was a rigorous interview process that included writing a detailed business plan and answering behavioral questions to demonstrate my fit with their brand values and vision. It was a thorough vetting process, and it pushed me to think critically about my goals, strategies, and how I could grow the franchise locally. I appreciated that level of scrutiny—it’s one thing to buy a business, but it’s another to earn the right to carry a brand forward with integrity.

Why buy another business when I already own a successful event planning company, Valerie Joy Events? The answer is strategic. While Valerie Joy Events is my passion and thrives on creativity and personal connection, it’s not a business I can easily sell or scale. It’s very much a service-based, hands-on business tied directly to my involvement. In contrast, Scout Guide Bozeman is a scalable, sellable franchise with a clear brand, structure, and growth potential. It represents a different kind of asset—a business I can grow, systematize, and eventually pass on or sell.

Buying Scout Guide Bozeman wasn’t just about owning a second company; it was about building long-term value and creating an additional revenue stream that complements my existing ventures. It’s been a rewarding challenge, and I’m excited about where both businesses are headed.

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

There have been times in my business journey when my bank account literally dropped to just $200, with bills piling up and contractors waiting to be paid. It’s that kind of pressure where every dollar counts and the stress feels overwhelming. But almost like a miracle, just when I needed it most, a contract would come through—sometimes at the last possible moment—giving me the lifeline to keep moving forward.

Those moments have taught me that persistence isn’t optional in entrepreneurship; it’s mandatory. I’m constantly pushing, pivoting, and finding a way to make it work. It’s a relentless hustle, but it’s also deeply rewarding.

The longer I’m in business, the easier it gets—meaning the cash flow stabilizes and the money doesn’t run quite as low. But every now and then, it still gets close enough to remind me why I stay disciplined and focused. On top of running two businesses, I have a family with two children who depend on me, so the stakes feel even higher. Supporting them keeps me grounded and motivated to keep pushing through the tough times.

Those tight moments have shaped me as an entrepreneur and as a person. They’ve built my grit, my resilience, and my ability to stay calm under pressure—and those qualities have been crucial in growing my businesses successfully.

Contact Info:

• Website: www.valeriejoyevents.com and www.scoutguide.com/bozeman/
• Instagram: @valeriejoyevents and @tsgbozeman
• Facebook: Valerie Edwards and The Scout Guide Bozeman
• Linkedin: Valerie Edwards
• Twitter: none
• Youtube: none
• Yelp: none
• Soundcloud: none

Image Credits

Melanie Nashan Photography
For The West and The Wild Photogrpahy
Lynn Donaldson Photogrpahy
Opal & Ox Photogrpahy