Today we’d like to introduce you to Sarah White.
Hi Sarah, please kick things off for us with an introduction to yourself and your story.
I began my career in the industry when I graduated from college in 2011. I knew I always wanted to be an event planner but didn’t have a great idea of how to make that happen. My intention was to get an entry level position with an event planning company. However, there was only one full service event planner in Tallahassee at the time and he wasn’t hiring. So, I took a job as a catering manager with a local catering company. I did just about everything from working in the office, banquet serving, leading banquet staff, assisting with ordering and inventory and anything else you could think of as it relates to catering. After a couple years, the company added a full service event planning department which I was able to launch and manage.
In 2015, my husband and I got married and we moved out of the Tallahassee area. I decided it was time to try going out on my own as a freelance event planner. For the next couple of years, I took whatever events I could get and event attempted to launch a wedding planning app. We moved back to the Jacksonville area in 2017 and that’s when my business as you know it today started to take shape.
I tabled the app and started focusing on building a full service event planning company. Leading up to 2020, I planned any event you could imagine. When the pandemic hit and my event calendar cleared, I knew it was time to focus the scope of the type of events I took on. Since then, my business has focused on corporate and non-profit events.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I’m not sure any business owner has a smooth road. There are always twists, turns and struggles along the way. As you can see, my path to where I am now was not how I planned it or a straight line. For me, one of the biggest struggles was the pandemic. I went from a full event calendar to no events on the horizon overnight. I had no idea how long it would last, how bad it would get or how to advise clients moving forward. Professionally, it was a hard season. However, being able to take a step back and have an endless amount of time to think helped me realize the path forward. Through that time, I realized that I wanted to focus my energy on corporate and non-profit events and that was a game changer for both me and my business.
As you know, we’re big fans of Sarah White Events. For our readers who might not be as familiar what can you tell them about the brand?
The name of my business is Sarah White Events. I am a full service event planner and event consultant specializing in corporate and non-profit events. There are three distinct things that set me apart from others.
First is my experience. In addition to the catering work I mentioned, I have also had the opportunity to manage a venue. Having field experience in catering, venue management and full service event planning allows me to better advise my clients and prepare for potential issues.
Second is my goal focused approach to every event. With every event, I start with the question “What’s the goal?” I let the answer to that question guide the planning process from there. I want every element of the event to be chosen with intention and help the client reach their desired goal.
Third is my certifications. I am WSET Level 2 certified in wine and a certified bourbon steward. My knowledge of wine and spirits helps me better assist clients that are looking for an elevated experience for their guests. I can also plan wine tasting or pairing events as well.
If you had to, what characteristic of yours would you give the most credit to?
Two qualities that are important to my success are contingency planning and my ability to think quickly and respond under pressure. When planning an event, I run every scenario through my head of major things that could go wrong and try to put a back up in place in advance. With that being said, there is always something that can happen that you would have never thought to prepare for. When the unplanned goes wrong, I make a decision on a solution quickly and implement it. Often times with events, you don’t have a lot of time to weigh options. With every event, I am clear on the clients expectations and the goal so that I can make the best decision in the moment and keep the event moving forward as if nothing happened.
Contact Info:
- Website: https://www.sarahenniswhite.com
- Other: [email protected]
