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

Alright, Veronica thanks for taking the time to share your stories and insights with us today. What’s one of the most important lessons you learned in school?

didn’t learn my most important lesson in a classroom. I learned it in the quiet, in-between moments—walking to my car after a long shift, sitting alone in a small apartment I could barely afford, and staring at assignments I had to finish after already giving everything I had that day.

I had moved to San Diego for college, not knowing a single person. No safety net, no family nearby, no one to call if something went wrong. Everything—tuition, rent, food, gas—was on me. I worked multiple jobs just to stay afloat, constantly calculating what I could afford and what I had to sacrifice. There wasn’t room for failure because there wasn’t anything to fall back on.

I remember nights where I was completely exhausted—physically, mentally, emotionally—but I still had to show up for myself. There was no one else who could do it for me. And in those moments, something shifted. I stopped waiting for things to feel easier, and I started understanding that resilience isn’t about ease—it’s about endurance.

But the lesson went deeper than just grit.

As I moved through school and into the early stages of my career, I began to notice something: the people who seemed to move forward faster weren’t always the smartest or the hardest working. They were the most connected. They were in rooms I didn’t even know existed yet. They had access, relationships, and opportunities that weren’t written into any syllabus.

That realization changed everything for me.

I learned that success isn’t just about what you do—it’s about who you surround yourself with. It’s about having the courage to walk into rooms where you don’t know anyone, to introduce yourself, to take risks, and to align yourself with people who inspire and challenge you. It’s about being willing to be uncomfortable long enough to grow.

So I started doing exactly that. I put myself out there. I built relationships. I said yes to opportunities that felt intimidating. And slowly, those rooms that once felt out of reach became spaces where I belonged.

Looking back, school taught me more than any degree ever could. It taught me how to bet on myself when no one else could. It taught me perseverance when quitting would have been easier. And it taught me that while hard work matters, the relationships you build and the spaces you choose to step into can change the entire trajectory of your life.

That lesson has stayed with me in everything I’ve built since.

Veronica, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Veronica Carr, the owner and lead planner of Type A Soirée Planning & Design, a luxury wedding and event planning company based in San Diego. I’ve been in the events industry for over 20 years, and I launched my company in 2013 after working across multiple facets of hospitality—catering, venue management, and event production. That foundation gave me a deep understanding of how events function from the inside out, which is something I bring into every experience we create.

My path into this industry wasn’t traditional or easy. I moved to San Diego for college without knowing anyone and put myself through school while working multiple jobs. That time shaped everything about how I operate today—it taught me resilience, resourcefulness, and how to build meaningful relationships. And ultimately, those relationships became just as important as the work itself.

Type A Soirée specializes in full-service planning and design for luxury weddings, as well as corporate and nonprofit events. What that really means is that we don’t just “plan events”—we create immersive, intentional experiences that feel effortless to the guest but are incredibly strategic behind the scenes. From creative direction and design to logistics, vendor curation, and execution, we are deeply involved in every layer.

For our clients, we solve a few key problems. First, we eliminate overwhelm. Planning an event—especially at a high level—comes with hundreds of decisions, moving parts, and potential pitfalls. We bring clarity, structure, and expert guidance so our clients can actually enjoy the process. Second, we elevate the vision. Many clients know how they want something to feel but don’t know how to translate that into a cohesive design—we bridge that gap. And third, we protect the investment. With our experience and relationships, we help clients spend strategically, avoid costly mistakes, and maximize impact.

What truly sets us apart is the combination of design-forward thinking and operational precision. We are known for creating events that feel elevated, modern, and visually striking—but also for being incredibly organized, communicative, and detail-driven. There is a level of calm, control, and intention behind everything we do. Luxury doesn’t have to be loud—it should feel seamless.

Another differentiator is our network. Over the years, I’ve built strong relationships with some of the best venues and vendors in Southern California and beyond. That allows us to curate teams that are not only talented but aligned, collaborative, and invested in the outcome. It also gives our clients access to opportunities and solutions they wouldn’t find on their own.

What I’m most proud of isn’t just the events themselves—though I’m incredibly proud of the work we produce—it’s the business I’ve built from the ground up. I’ve navigated economic challenges, the impact of COVID, and the realities of running a business in one of the most expensive cities in the country. Through all of that, I’ve maintained a brand that is respected, trusted, and consistently delivering at a high level.

I’m also proud of the experience we create for our clients. This is often one of the most meaningful and emotional times in their lives, and we don’t take that lightly. We become a trusted partner, an advocate, and sometimes a steady voice when things feel overwhelming. That level of care and connection is something I value deeply.

If there’s one thing I want potential clients or collaborators to know, it’s that we are not just here to execute a checklist—we are here to create something that feels personal, intentional, and unforgettable. We believe that the best events are a reflection of the people they’re designed for, and we approach every project with that level of thought and respect.

At the end of the day, our work is about more than aesthetics or logistics—it’s about creating moments that linger.

Can you talk to us about how your side-hustle turned into something more.

My career in events actually started as a side hustle—something I did out of necessity while I was pursuing a completely different path.

I went to school with the intention of becoming a high school history teacher. The long-term vision was to eventually go to law school and potentially move into politics. Throughout college, I worked in hospitality and events to support myself—never thinking of it as anything more than a way to pay the bills.

But when I graduated in 2008, everything shifted.

It was the height of the recession, and there were no first-year teaching jobs available. The path I had planned for years suddenly wasn’t an option. I remember having to take a step back and really ask myself, “What now?” And the only thing that felt consistent—the only thing that had been working—was events.

So instead of treating it as a fallback, I made a decision to lean into it fully.

I began working with a San Diego events company, and that experience became one of the most pivotal turning points in my career. It wasn’t just about the work—it was about the exposure. I was introduced to a network of professionals who were deeply embedded in the events industry, and that opened doors I didn’t even know existed.

From there, I moved into special events at the Del Mar Racetrack, which gave me experience with large-scale, high-energy productions. I also worked as an event specialist for a party rental company, where I gained a completely different perspective—understanding the logistics, inventory, and design elements that go into building an event from the ground up.

Each of those roles layered on top of each other. I wasn’t just learning how to plan events—I was learning how every piece of the industry connects.

One of the biggest milestones was realizing that this wasn’t just something I was good at—it was something I could build a career, and eventually a business, around.

In 2013, I took the leap and launched Type A Soirée Planning & Design.

That was a defining moment. Moving from working within the industry to creating my own brand meant stepping into a completely different level of responsibility—building a client base, establishing a reputation, developing a signature style, and learning how to run a business in addition to planning events.

From there, growth didn’t happen overnight—but it was intentional.

Key milestones along the way included transitioning from taking on any opportunity to becoming more selective with clients and projects, expanding into luxury weddings and high-end corporate and nonprofit events, and building strong, trusted relationships with top venues and vendors throughout Southern California.

Another major milestone was navigating COVID. Like many in the events industry, I had to pivot, adapt, and rebuild—but coming out of that period, my business became stronger, more focused, and more aligned with the type of work I truly wanted to be doing.

Today, what started as a side hustle has evolved into a full-scale, luxury planning and design company with over a decade in business and more than 20 years of industry experience behind it.

Looking back, I think the most important shift was mindset. What began as “just a job” became something I chose to take seriously. And once I made that decision—to invest in it, to grow within it, and to build something of my own—it completely changed the trajectory of my life.

It’s a reminder that sometimes the path you didn’t plan is the one that ends up being exactly right.

Where do you think you get most of your clients from?

Our number one source of new clients has consistently been word-of-mouth referrals—particularly from venues and fellow vendors within the industry.

Over the years, I’ve been very intentional about building strong, trusted relationships with venues and vendor partners throughout Southern California. Because we’ve worked together across so many events, they’ve seen firsthand how we operate—how organized we are, how we communicate, how we advocate for our clients, and how we collaborate as part of a team. That reputation carries a lot of weight.

When a venue or vendor refers us, it’s not just a name being passed along—it’s an endorsement of trust.

Many of the venues we frequently work with know that when Type A Soirée is involved, the event will be well-managed, thoughtfully designed, and executed at a high level. That level of confidence makes them more likely to recommend us to their clients, especially for more complex or high-touch events where experience really matters.

The same goes for our vendor relationships. Whether it’s photographers, caterers, rental companies, or entertainment partners, we approach every event as a collaboration. We respect their expertise, communicate clearly, and create an environment where everyone can do their best work. Because of that, vendors genuinely enjoy working with us—and that naturally leads to referrals.

Another layer to this is that our clients themselves often become referral sources. When someone has a seamless, well-supported experience, they talk about it. In the luxury market especially, personal recommendations carry more influence than any advertisement ever could.

We’ve found that this kind of organic growth not only brings in more aligned clients, but also reinforces the level of trust that’s so important in our work. By the time many clients reach out to us, they’ve already heard about our process, our professionalism, and the experience we create—which allows us to start the relationship from a place of confidence.

At the end of the day, our business has grown because of how we show up—for our clients, for our vendor partners, and for every event we’re a part of.

Contact Info:

• Website: https://www.typeasoiree.com/
• Instagram: https://www.instagram.com/typeasoiree/
• Facebook: https://www.facebook.com/TypeASoiree/
• Linkedin: https://www.linkedin.com/company/17978411/admin/dashboard/
• Yelp: https://www.yelp.com/biz/type-a-soir%C3%A9e-events-san-diego-2
• Other: https://www.tiktok.com/@type_a_soiree

Image Credits

Sandra Yvette Photography
Amy Millard Creative Studio
Amy Golding