At A2E, we’re so much more than your typical events agency. We’re a community of experts brought together by talent, knowledge, and passion for what we do. For this “Expert Spotlight,” our Sr. Program Manager and events pro, Anna Saum, is taking center stage. Anna has been with the A2E team for over three years and has been in the events industry for over a decade. Her combined expertise and passion for what she does makes her an inspiring leader in our A2E community and a huge contributor to our success.

Anna first got her start in events management working for Red Bull where she helped with brand awareness and event promotions for local and major events. When asked about her time with Red Bull, Anna recalled, “I always volunteered to work at every event, especially if I could travel, and I absolutely loved it. It was an incredible experience that I’ll never forget. I knew I wanted to pursue a career within events after that.”

We caught up with Anna for a little tête à tête to gain some insight into her expertise for anyone that may be new to the industry or looking to learn more about what we do here at A2E.

What do you think it takes to be successful in the events industry?

Never stop learning and networking! As an events professional, it's imperative to keep up with trends, news, and updates within the industry. I watch a lot of industry webinars and try to attend various industry-focused conferences throughout the year, where I’m also able to network with peers and industry leaders.  Continuing education and earning industry certifications are also key to propelling success.

As an event producer, I work hand-in-hand with our clients to understand their events or meeting goals. This enables me and my team to create impactful, memorable experiences and bring their visions to life.

How would you describe what you do?

It’s funny because every time I tell someone I’m an “event planner”, they don’t quite understand what that means or entails – they think I plan weddings and birthday parties. I now refer to myself as an event producer.  As an event producer, I work hand-in-hand with our clients to understand their events or meeting goals. This enables me and my team to create impactful, memorable experiences and bring their visions to life. I work on everything from concept ideation, logistics, and content to onsite execution and post-event follow-up.

In your opinion, what 3 qualities make a successful event planner?

The first is passion! It’s important to love what you do. With passion, you develop more creativity and productivity and have a sense of self-motivation to feel genuine pride and happiness after delivering an event that the client and attendees enjoyed. If you aren’t passionate about the industry, it becomes a challenge to produce successful events. Additionally, I think being detail-oriented and keeping an open line of communication with your internal team and clients are key elements to success. In planning an event, there are a million small pieces that make up the whole, and if even one thing is missed, it can throw a wrench in your carefully planned event.

What one piece of advice you would give to someone looking to start a career in events?

Be open-minded and gain as much experience as you can within the event industry, even if it's volunteering to help with onsite registration or other onsite tasks. The experience you gain at an onsite event is invaluable. Every aspect of the event is an important element, from pre-planning to onsite execution.

What are some of your favorite resources for those who are just starting within the industry?

Meeting Professionals International (MPI) is a great organization for anyone looking to learn more about the industry or connect with other event professionals—they are a huge leader in professional development that helps to advance the meetings and events industry. MPI is an industry-known organization, so if you’re an event planner, you’ll want to be a part of it! For the planners interested in incentive travel, SITE Global, the Society for Incentive Travel Excellence is another great resource I like to refer to as it provides tons of useful information in the form of blogs, podcasts, videos, and more. Both organizations help me stay up to date on news and trends within the industry.

For more information on A2E please email team@a2ecomms.com or connect with Anna on LinkedIn.