Corporate events require far more than a keen sense of organization- they call for visionary leadership, resourcefulness, and a strong commitment to fostering meaningful experiences. In a recent episode of The Event Pro Show, host Seth Macchi sat down with Wendy Porter, founder and chief event strategist at Wendy Porter Events. With over 23 years shaping premier brand experiences, Porter brings a refreshingly candid perspective to the art and science of event planning. Here’s what we learned from their engaging conversation.
From Hawaii Parades to High-Impact Events
Porter’s passion for gathering people started early. One of her formative memories is attending the vibrant King Kamehameha Day parade in Hawaii as a child, an experience defined by a sensory tapestry of colors, sounds, and energy. These impressions set the stage for her career, though her entry into the event industry was anything but linear.
Like many seasoned professionals, Wendy didn’t begin in events; in fact, she studied mathematics and German with an eye on international business. After cutting her teeth in marketing, she fell into events almost accidentally when handed a corporate sponsorship at United Healthcare. Quickly, she realized her knack for logistics, creativity, and orchestrating large-scale gatherings.
The Disconnect: Events and the Executive Suite
One recurring thread throughout Porter’s experience is the gulf between executive leadership and an appreciation of event planning’s complexity. “We kind of created our own problem,” she reflects, noting that event professionals work behind the scenes to make everything appear seamless. This invisibility, intended as a mark of professionalism, has often led leadership to underestimating the sheer effort and expertise needed for impactful events.
Wendy advocates that executives experience at least one event from behind the curtain. “Only then,” she argues, “can decision-makers fully appreciate the magnitude of work, creativity, and resilience required.” This sentiment is echoed by Seth, who emphasizes the importance of every company member attending at least one event annually to reconnect with the reality beyond the spreadsheets.
Pandemic Advocacy and the Power of Community
Few challenges have tested the events industry like the pandemic. Wendy recalls March 2020: “Within days after everything shut down, it became apparent our industry was not known about.” Taking swift action, she helped organize the Live Events Coalition to advocate for federal recognition and support. Their work revealed staggering live event industry numbers: 12 million people, a $1 trillion economic footprint, and over a million small businesses.
This advocacy wasn’t just about government relief but also about unifying a fragmented industry and lobbying for practical changes, such as updating the NAICS (North American Industry Classification System) codes to accurately represent event professionals. For the first time, the industry’s collective power was quantified, laying the groundwork for future recognition and educational pipelines to address the looming “Silver Resignation”, the impending retirement of seasoned professionals.
Burnt Toast, Fractional Leadership, and New Models for Success
Wendy’s entrepreneurial mindset colors much of her advice. She shares the “burnt toast theory”: viewing setbacks as opportunities for unexpected positive outcomes, rather than annoyances. This optimistic perspective is vital in an industry where no two days are the same and adaptability rules.
A particularly innovative concept Porter champions is the role of a “fractional head of events.” As companies increasingly embrace fractional CFOs and CMOs, she notes there’s massive untapped value in hiring seasoned strategists on a part-time basis. She urges organizations to move beyond assigning events to junior staff just to save on budgets. With over a quarter of many marketing budgets going to events, it’s a no-brainer to invest in experienced leadership, both to maximize ROI and to mentor younger team members.
Intentionality: The Cranberry Thread
What distinguishes truly successful corporate events? For Wendy Porter, the answer lies in intentional planning; a concept she calls the “cranberry thread.” From the first invitation to the post-event follow-up, every touchpoint should be woven together with consistent meaning and purpose. This approach ensures the experience is cohesive, memorable, and aligned with brand objectives.
Seth points out that many see professional event planning as simply a logistical exercise, but Porter reframes it as “reverse engineering a journey.” By tracing the desired outcome back through each stage of the attendee experience, planners can create events with genuine impact.
Smart Partnerships and Managing Costs
Corporate event planning involves a maze of choices- venues, production teams, catering, and more. Porter’s approach is to work with professionals who understand the realities of the industry, especially when dealing with unionized venues or complex on-site requirements. Her advice: don’t shy away from union cities, but rather build relationships and plan meticulously to avoid costly pitfalls such as unnecessary overtime or inflated rates.
One example Wendy shares is the cautionary tale of an organization that signed a venue contract without professional guidance, only to discover unbudgeted expenses for Wi-Fi later. The lesson? Partnering with seasoned pros at the outset saves both money and stress in the long run.
Looking Ahead: Personalization, Technology, and Moments that Matter
Both Seth and Wendy are enthusiastic about the future of events, especially the evolution toward “moment planning,” where curated experiences and intentional breaks help attendees retain information and create lasting memories. With technological advancements like AI and geofencing (the use of technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area), tailoring content and touch-points to each participant is becoming ever more achievable.
As Wendy reminds us, it’s not about being the smartest person in the room, but about building and leveraging the right team. The future of corporate events belongs to those who blend strategy, creativity, and a genuine focus on human connection.
To connect with Wendy Porter or learn more about her firm, visit wendyporterevents.com. Or find her actively engaging with the event community on LinkedIn.
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