Event design by Wendy Porter Events.
Growing up in Stevens Point, WI, Wendy Porter learned the art of discipline and hard work at a young age with a career Army officer father and 2nd grade teacher mother. Wendy went on to attend, and graduate from, St. Olaf College in Minnesota with Majors in Mathematics and German. Today, Wendy is an active member and board member of SPIN (Senior Planners Industry Network), lending her skills to the National Board of Advisors and volunteering with the SPIN Twin Cities Branch. She also volunteers with the MPI Minnesota Chapter. When Wendy isn’t planning meetings and events, she is an award-winner gardener and loves being a part of everything floral. She also thrives on travel to Europe and is especially comfortable in any country where German is spoken.
General Session, CEO Leadership Conference, Indianapolis, IN
Midwest Meetings: Tell us about yourself and your job.
Wendy E. Porter: As a Master Events Strategist, my primary focus is on the strategic experience that I am delivering for all of the events I produce. Checking the boxes on all of the logistics details is really just an ancillary part of what my team does. That’s the bare minimum required for event planning. I am producing events which are strategic, with specific, measurable goals and objectives for my clients. I want my events to be memorable and meet lofty business objectives… and that involves more than just checking off logistics boxes on a list.
We plan between 6-20 events per year, with budgets ranging from $10K to $1.5 million. The number of events we manage really varies by year. Our ideal client is a corporate client who needs a high-profile event produced and has the appropriate budget to support it. That’s our sweet spot.
In November 2018, I was awarded the National SPIN: 40 Over 40 Award and in April 2019, I was inducted into the Hall of Fame by Minnesota Meetings + Events magazine as the 2019 Inductee for the Best Special Events Planner category. And most recently I was listed as one of the 20, 2019 Meetings Trendsetters, by MeetingsToday in July 2019. It’s an honor to be recognized by these organizations for all of my hard work in the events industry over the last 17 years.
MM: What was your first experience with the meeting/event industry?
WEP: Like most people my age, I fell into it. In 2002, I was in a corporate marketing job as an Acquisition Marketing Manager with UnitedHealthcare Medicare & Retirement. I was handed a large tradeshow event to oversee that our company was sponsoring. I quickly learned the ropes, and I ended up managing that event for 13 years. Our booth at one point was 13,000 sq. ft. with 130 staff, including 30 C-Suite execs to wrangle. From there it led to a position created for me as the Director of Events for UHC and a whole host of various types of events which I have produced over the last 17 years.
MM: How do you keep up on industry trends?
WEP: I try to attend as many industry conferences in person as I can, as my calendar and budget allow. I also participate in industry webinars, and I do a lot of reading. I’m subscribed to many blogs and industry publications. And of course, I call upon my industry contacts, peers, and experts to discuss the latest and greatest trends as well.
MM: What is the best advice you’ve ever received/given?
WEP: Don’t sweat the small stuff… and it’s all small stuff!
MM: What is your approach to planning meetings and events?
WEP: I take a very strategic approach to planning events. I typically have a seat at the table with leaders of the organization, often up to the CEO, where we discuss the goals and objectives of the event. That then leads into the strategic and tactical experiential event approaches we will implement to achieve those goals. Everything ties into those goals, from the creative theme to the stage production and the speakers, all the way down to what the badge looks like.
MM: What major challenges have you had to overcome in your career and how did you overcome them?
Wendy E. Porter: As a Master Events Strategist, my primary focus is on the strategic experience that I am delivering for all of the events I produce. Checking the boxes on all of the logistics details is really just an ancillary part of what my team does. That’s the bare minimum required for event planning. I am producing events which are strategic, with specific, measurable goals and objectives for my clients. I want my events to be memorable and meet lofty business objectives… and that involves more than just checking off logistics boxes on a list.
We plan between 6-20 events per year, with budgets ranging from $10K to $1.5 million. The number of events we manage really varies by year. Our ideal client is a corporate client who needs a high-profile event produced and has the appropriate budget to support it. That’s our sweet spot.
In November 2018, I was awarded the National SPIN: 40 Over 40 Award and in April 2019, I was inducted into the Hall of Fame by Minnesota Meetings + Events magazine as the 2019 Inductee for the Best Special Events Planner category. And most recently I was listed as one of the 20, 2019 Meetings Trendsetters, by MeetingsToday in July 2019. It’s an honor to be recognized by these organizations for all of my hard work in the events industry over the last 17 years.
MM: What was your first experience with the meeting/event industry?
WEP: Like most people my age, I fell into it. In 2002, I was in a corporate marketing job as an Acquisition Marketing Manager with UnitedHealthcare Medicare & Retirement. I was handed a large tradeshow event to oversee that our company was sponsoring. I quickly learned the ropes, and I ended up managing that event for 13 years. Our booth at one point was 13,000 sq. ft. with 130 staff, including 30 C-Suite execs to wrangle. From there it led to a position created for me as the Director of Events for UHC and a whole host of various types of events which I have produced over the last 17 years.
MM: How do you keep up on industry trends?
WEP: I try to attend as many industry conferences in person as I can, as my calendar and budget allow. I also participate in industry webinars, and I do a lot of reading. I’m subscribed to many blogs and industry publications. And of course, I call upon my industry contacts, peers, and experts to discuss the latest and greatest trends as well.
MM: What is the best advice you’ve ever received/given?
WEP: Don’t sweat the small stuff… and it’s all small stuff!
MM: What is your approach to planning meetings and events?
WEP: I take a very strategic approach to planning events. I typically have a seat at the table with leaders of the organization, often up to the CEO, where we discuss the goals and objectives of the event. That then leads into the strategic and tactical experiential event approaches we will implement to achieve those goals. Everything ties into those goals, from the creative theme to the stage production and the speakers, all the way down to what the badge looks like.
MM: What major challenges have you had to overcome in your career and how did you overcome them?
13,000 Square Foot Sponsor Trade Show Booth,
AARP Life@50+ Conference, Boston, MA
WEP: Like many corporate survivors, I’ve been downsized twice during my career. It’s no fun, and frankly can be terrifying. But it’s always led to something better. With my last layoff, I knew immediately that I was going to start my own business. It was the nudge I needed to make the change I had been contemplating for years. That was in 2015, and I haven’t looked back since! I think the way to overcome challenges is to have trust. Trust that this challenge happened for a reason. Trust that you have the skills and perseverance needed to overcome this challenge. And trust that the universe has a plan. As one of my mentors told me at the beginning of my entrepreneurial journey: “The universe works perfectly.” MM: To what do you attribute your success? WEP: Much of my success is innate. I have natural abilities in creativity, organizing, and numbers. So, understanding the steps to get from point A to point B come easily for me, as does the financial side of event management. I can create a mean budget! My 30 years of Corporate experience has provided a great foundation for communication skills, innovative thinking, and marketing/branding. Master event strategists really have to be good at a whole host of skills to be successful, and my background was the perfect setup to now be a successful small business owner. Having a gigantic network to call upon doesn’t hurt either! Plus, I have grit. A lot of grit… to figure things out and get things done. MM: How do you decompress after an event? WEP: After really large events, I typically try to take a week off… usually to a destination location where I can really unwind and let other people serve me! |