As a marketing professional and now a college professor of marketing, the number of diverse career paths one can take fascinates me. Take the event planning business – there are wedding planners, meeting planners, corporate event planners and then, there’s Candice & Alison.
Alison Slight and Candice Chan combined talents in 2009 to create the Candice & Alison Events Group. After pursuing careers separately in event planning, fashion design and marketing, these two Ryerson University grads reunited with a mission to do their own thing. Starting a new business in the midst of a major recession is bold, but starting a luxury events business? Some would call it crazy.
But it worked. Within a few years BizBash Magazine named Candice & Alison one of North America’s most innovative event designers. Of all the events they’ve done – luxury weddings, corporate events like Sharp’s Book for Men party, gala fundraisers like the Right to Play Ball, Power Ball and most recently, the Bata Shoe Museum 20th anniversary – it is the party they planned in honour of their own 5th year anniversary that takes the cake.
“I’m most proud of that event,” gushes Chan. The glitzy party, dubbed #CversusA, showcased Candice & Alison’s level of creativity and high standards of execution. And if their individual work ethic is the same – driven, highly professional – their personal styles are anything but. Slight, the managing director, is a prim and polished morning person. Edgier Chan, the creative director, is a night owl. Their yin and yang became the design inspiration for the event. Festivities kicked off in an elegant all-white theme created by Slight, followed by a dark and sexy rooftop patio party designed by Chan.
“We make every detail a priority from the level of decoration to hospitality. It is always important for guests to be impressed and to feel special.”
Event planning always starts with the client, who has some kind of vision and a purpose for their event. Is it to showcase a new product? To sell? To celebrate? “We have to turn that into something feasible for the event, and manage expectations and priorities along the way,” says Chan. For the Bata Shoe Museum’s 20th anniversary party, the client’s vision was an unexpected discovery through the museum. Candice and Alison brought that vision to life from start to finish – entrance, decor, food, entertainment and most importantly – at least as far as social media is concerned — opportunities for the guests to engage live with the event. “We make every detail a priority from the level of decoration to hospitality. It is always important for guests to be impressed and to feel special.”
What’s rule number one of event planning? Speak the same language as your client. If they want the colour pink, for example, know the precise shade down to the Pantone number. If a client wants Art Deco-inspired décor, make sure everyone is in agreement on exact Art Deco elements. This is why mood boards, renderings and floor plans are the tools of every event planner’s trade – as are comfortable shoes! Here’s more from Candice and Alison:
F-List: What are three ingredients that make a party great?
A: Good food & beverage, the guests.
C: Agreed, it’s the same basic rules as any great house party. The ingredients never change, only the scale and occasion do.
What’s a big event no-no?
C: Line-ups! Ensure there are enough staff at the event for registration or coat check, or invite only a guest count that is manageable.
A: Bright lighting. Lighting makes a big difference in people’s mood and in the way they interact. It should be dim but just bright enough to capture the environment and adjusted over the course of the evening as the party evolves.
What would be your dream event to plan?
A: It would definitely be a wedding or high end gala as they offer a much bigger opportunity for decorative elements. I love the idea of doing something really over the top and romantic in a countryside French Chateau.
C: The Met Gala!
My F-Listed profile series gets up close with leaders across retail, marketing and technology. Know a good candidate? Contact me leesa at divinelab dot com.