Creating memorable events includes way more than logistics and checklists. Christa Hovis, an event consultant and educator, understands that a true standout event is rooted in creativity, a consultative mindset, and strong human relationships. In a recent interview with host Seth Macchi, Christa shared her journey and approach to event production, offering invaluable takeaways for professionals and clients alike.
Christa’s unique background in industrial engineering might seem an unlikely foundation for event planning, but it’s precisely this combination of process thinking and creative vision that sets her apart. Early in her career, she was responsible for organizational programs at a massive corporate headquarter, organizing high-profile meetings, product launches, and shareholder retreats. These hands-on experiences required her to apply the analytical skills of engineering to situations full of unknowns, quickly learning how important creativity is for identifying solutions and opportunities.
She describes walking into a blank convention hall not as a challenge but as a blank canvas: “Where some see cement and columns, I see possibility.” Starting with the creative concept, Christa then layers in logistics and process, resulting in experiences that not only function seamlessly but leave a lasting impression on attendees.
One of the strongest messages Christa conveys is the value of beginning event design with creative energy, rather than becoming bogged down by constraints like budget “checkboxes.” She explains that when she listens to a client’s ideas, she’s searching for the heart of their vision, not simply how much things cost or which boxes must be ticked. This creative-first approach leads to events where attendees really feel the magic.
It’s tempting for organizations to approach events strictly as logistics or transactions, but as Christa and Seth agreed, truly remarkable events are born when you start by exploring what’s possible, even if you’ll need to scale down later to meet practical realities.
Asked about her earliest formative event experience, Christa describes visiting Walt Disney World as a child, witnessing its breathtaking use of theming, production, and guest journey. Even as a kid, she could tell there was something extraordinary in how every detail was thoughtfully executed. That visit became an early template, showing her the power of environment, lighting, and story in creating memorable experiences, a lesson she’s brought into her own work ever since.
The “aha moment” for Christa came early in her professional life, working for a major corporate group involved in hospitality and restaurants. Organizing complex internal events for thousands of stakeholders introduced her to the scale, logistics, and showmanship required for success. These formative experiences planted the seed for her eventual leap into entrepreneurship and have informed her consulting ever since.
A passionate teacher and mentor, Christa has developed entire event planning certification programs and routinely educates both newcomers and seasoned professionals. Her advice to the next generation? Stay curious, keep learning, and surround yourself with those who know more or have different skills. The industry is filled with both fun, creative opportunities and serious responsibilities- risk management, security, emergency planning, and more. She emphasizes that formal training, certification, and connecting to industry networks are invaluable for anyone considering a career in this field.
One of the most compelling themes Christa addresses is the consultative nature of true event service. Too often, companies expect an inexperienced employee (often already overwhelmed with other duties) to handle complex events simply because they are “organized.” Christa advises organizations to recognize when calling in a consultant is not merely a luxury, but a necessity, especially for high-stakes, offsite, or destination programs. Bringing in an expert not only streamlines planning and avoids costly mistakes but can ultimately end up saving money by preventing pitfalls.
When organizations decide to handle events in-house with non-expert staff, Christa goes a step beyond criticism. She’ll often provide them with checklists and tips to help avoid common disasters, and sometimes finds herself called back in when the task proves overwhelming.
While there’s plenty of buzz about AI and new event technologies, Christa keeps a practical focus. She uses AI tools for design brainstorming, contract tweaks, and enhancing processes. But, is quick to note that these technologies are here to support creativity, not replace it. Whether it’s registration platforms becoming more customizable or AV solutions becoming more efficient, advances in technology help planners create better and more personalized events, especially useful for one-person shops or niche gatherings.
A recurring lesson in Christa’s philosophy is the importance of relationships. Treating every vendor, venue manager, and partner as a valued member of the same team is at the root of her problem-solving approach, especially when facing the challenges of restrictive venues, union regulations, or tight timelines. Long-term partnerships and mutual respect create a collaborative environment where obstacles can be smoothed and creative solutions found.
On a sobering note, Christa underscores the critical importance of risk planning. Whether it’s securing travel alerts for international events, coordinating with venue security, or contingency planning for emergencies, she coaches her teams and clients to always be ready for what-if scenarios- drawing from hands-on experience, including moments as devastating as a fatal accident impacting an event.
Christa Hovis’s approach teaches that producing successful events isn’t about chasing trends or technology for its own sake. Instead, it’s about listening closely to clients, bringing creativity to every step, preparing thoroughly and building strong networks.
Whether you’re a planner, a corporate client, or a vendor, this combination of creativity, consultation, and connection is the real recipe for experiences that guests remember and that you can be proud of long after the last chair is stacked and the lights are turned out.
Want to learn more or connect with Christa? Find her on LinkedIn and follow her ongoing work in education and event innovation. Your next event might just be the one that changes everything, not only for your attendees, but for your own passion as a planner or host.
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