Posts tagged ‘Tami Forero’

The Misrepresented Industry—Special Events

(This article was originally published in Special Events Magazine.)

tami headshtOver the years I’ve been amused by the reaction I get when I tell people that I’m an event planner. It ranges from, “Oh, I always wanted to do that!” to “Wow–that sounds like so much fun!” to “Oh, you do weddings?”

Every year, members of the event industry–made up of event planners, caterers, decor designers, florists, photographers, AV and technical directors, venues, entertainers, and many more–are hired for corporate events, weddings, nonprofit fundraisers, military events, government events, consulting, concerts, fairs, graduations, celebrations of life, and many more events, resulting in billions of dollars into the economy. However, most people don’t understand what we do.

Unfortunately, I think that some of the “reality” television shows and, sadly, some of our colleagues have misrepresented the event industry as a whole. I know those shows are made to play up the drama, and I know a lot of real life planners who thrive on chaos, but the real reality of our business should not be that way.

event planner1WHO ARE WE? If we ever intend to be taken more seriously, paid what we’re worth, and offered new and improved opportunities, we should do a better job of showing what we’re capable of accomplishing.  The “event heroes” of the world are often overlooked.  The professionals who are making a difference by creating jobs, positively affecting their city’s economy, helping their company thrive, raising awareness and monies for important causes, and generally making a positive impact need to be more known.

The opportunities for event professionals are unlimited, and I believe we’ve only scratched the surface. For example, my business–Forté Events–predominantly helps companies and organizations solve problems using events. We’ve helped clients when they have high employee turnover, bad product launches, ineffective training deliveries, negative press, low event attendance, and lack of sponsors. We create strategic events that result in a return on their event investment.  We are problem-solving project managers who use creative ideas that result in profits.  Did you know an event planning firm could do that?

Also, a friend of mine works as a consultant to hotels, architects and construction firms.  When companies build or remodel hotels, they contact her for advice on what they should include or delete from their design plans to ensure they attract the most business from event planners and their clients. So smart!

WHO MATTERS? There are a lot of awe-inspiring people doing important work representing the event industry, but often all we see are over-the-top purveyors of shenanigans that provide entertainment. It’s time out for this!

We need the larger community to know who we are and what we can offer. We need future generations of the event industry to aspire to higher levels of opportunity that we create for them now.  We need to understand business–how to price, how to convey our worth to clients, how to be thought-leaders and not just order-takers, how to create new ideas and build teams to achieve them, and how to more elegantly portray this amazing industry to the world.

If you have questions about our industry, contact us…we’re happy to share!

forte_labsFWant to learn more about how we do things?  Come to one of our upcoming Forté Labs, a 2-½ day intensive workshop we have developed with an amazing “hands on” curriculum that will help you build a business that will create the life you want.

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About Forté Events:

Forté Events is a strategic event design and production firm specializing in corporatenon-profit, and social events worldwide. Based in Colorado Springs, CO, and New York City this company produce events worldwide from Fortune 500 clients to families and charities. Forté Events specializes in helping clients attain their goals, realize return on investment, and achieve the most unique, creative experiences.

About Tami Forero:

Tami has set new standards and challenged traditional event ideas throughout her twenty one years as a corporate and independent event producer. Her unique approach to the business of events qualified her as a finalist for the 2006 Event Producer of the Year Spotlight Award and Event Production Company of the Year Spotlight Award in 2008. In 2010, Tami won the Rising Star Award from the Colorado Springs Business Journal and Forté Events won the 2010 ICON Award for the best non-profit event produced in Colorado. As a speaker for national event conferences, ISES chapters, CEO groups, training companies, and various industry associations, Tami teaches event professionals and corporations how to help clients make the most return on their event investments. Overall, Tami Forero represents the best the industry has to offer in creativity, innovation, and knowledge.

Tami Speaks at the American Agri-Women Conference

AAW 2Two weeks ago I had a fantastic time speaking at the national American Agri-Women conference in Niagara Falls. For those of you that haven’t heard of the AAW,  it is the nation’s largest coalition of farm, ranch and agribusiness women with over fifty state, commodity and agribusiness affiliate organizations throughout the country. It is an all-volunteer organization, working to advocate for agriculture since 1974.

I gave my presentations “Building the Business that Creates the Life You Want” and “Delegating: A Guide to Higher Profits for Control Freaks” to the (mostly) female attendees.  I admit I was a little nervous.  I thought, “what are these hardworking farmers and agricultural business leaders going to think of an event planner coming to tell them how to run their businesses?”  I was wrong.  The lessons I’ve learned and the changes I’ve implemented in my business were EXACTLY what these women needed to hear.  I administered a little tough love when I made it clear that the only obstacle these business owners had was themselves.  They need to set clear boundaries of time and tasks and stick to them…then delegate anything that they are not good at, don’t enjoy doing, or don’t make money doing. That is the only way to enjoy life while running a successful business and leading by example to the next generation of farmers and ranchers.


No matter what industry you’re in, you can have a successful business and balanced life!  It doesn’t matter if you’re an event planner or a farmer.  It doesn’t matter if you’ve been in business one month or twenty years…change the business so that it is serving you!  Set personal goals that the company can help you meet.  Don’t be afraid to delegate tasks to others and hire help.  Make changes as needed to the business…be flexible.

I have so much respect for the women in the the agriculture industry and was honored I could share my ideas with them.

-Tami Forero

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Forté Events is a strategic event design and production firm specializing in celebrations of lifecorporatenon-profit, and social events worldwide. This award winning team also designs custom, experiential learning programs and corporate training sessions.

CEO of Forté Events, Tami Forero is a veteran of the special event industry having planned hundreds of strategic corporate, social and non-profit events.  She’s a sought after consultant and speaker with topics both on the event industry and business skills.

The Forté Events Team to hit the Special Events Conference 2012!

TSEThis years The Special Event Conference is going to be extra special for us.  There will be five of us from Forté Events attending this year and Tami will be speaking at three different classes!   We’re very excited that basically the entire team will be able to experience this event.  Many have been multiple times before, but for others it will be their first.  People ask us all the time what’s the value in attending this conference (which is the largest in the event industry).  Here’s some of the reasons we go:

It’s one of her favorite things to do and a way of giving back to the industry.  If you have ever attended one of her classes,  you know how much fun they are and how enthusiastic Tami is.  This conference is especially fun for her since it’s all week-long; she gets more time with everyone who comes to her classes.

  • Certifications

Tami at 2009 TSEThere’s lots of educational opportunities all in one place to get an industry certification.

Where else can you learn what are the current trends and find out what others are doing at events across the country?

  • Relationship Building

This is the biggest reason we go.  As planners, we don’t go expecting to get direct business from it (we’re sure vendors do), but we strengthen and make new relationships with our event peers.  We’ve met so many friends, interns and employees at The Special Event over the years.  These days most businesses are national, if not international.  You never know when a client may call on you to do an event in Ohio and with the network of peers you can create from TSE, you’ll be able to do a great event from wherever you are.   We’ve gotten many referrals throughout the years from people we’ve met at TSE as well as calls from other planners who needed help planning an event where we’re based.  One recent example was from an event we did last year that tied in a premiere event with the latest Batman movie.  When we had a question about the movie itself, we were able to call on the event planner from Warner Brothers, who we’d met at a past TSE.  Without the relationship we developed at TSE we wouldn’t have gotten that direct help.

We’re looking forward to seeing old friends & making many new ones later this month in Chicago!