Today we’d like to introduce you to Ashley Norred.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
As most people in hospitality can attest, it was not “Plan A” . I started working in restaurants to supplement my income while I was in college, and found something magical about all the little things that had to come together to produce a a memorable experience for the guests, rather than just supplying a meal. I went on to planning the private events there before moving on to managing a small venue. That was when I realized this was my passion, and something that could be a lifelong career. There was no real upward mobility where I was, so I decided to enroll in Graduate School and earned my Masters in Hotel and Restaurant Management, with the intention of becoming an entrepreneuer. To accommodate my school schedule, I began working at The Four Seasons, and was recruited to the opening team at The Post Oak Hotel. Opening a hotel of that caliber was one of the hardest and most rewarding experiences of my life. Anyone who has worked at a luxury hotel knows the mental and physical dedication it takes to operate on such a high level at all times. After the pandemic and starting a family, my priorities shifted. I started writing a business plan for an event planning company, but got cold feet given the uncertain circumstances of the world, and went to work as a catering manager for a full-service off-site caterer. I eventually rose to Director of Operations, but I had exhausted all I could do there. I knew it was now or never–I had to finally start my event planning business like I had always wanted. I got caught up in climbing the ladder, and all but forgot my dream. I couldn’t imagine giving all of myself to another workplace, when I could invest that time and energy into myself. Emerald Event Company became a reality, and I’ve never been more proud.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I announced I was starting my company before I realized how much there still was to do internally, but that created the pressure for me to hit the ground running. I had to find the right sales and leads platforms, set up bank accounts, draw up contracts, create my website and social media accounts, as well as the content for those sites. This is something every business owner has to do, but I definitely underestimated how hard that part would be. A challenge I knew I would face was the fact that the event industry is very much reliant on your connections. While I knew of a lot of vendors from my previous experience, they didn’t necessarily know me or what I was capable of as an individual outside my places of employment. I had to create a name for myself, develop a public image, and genuinely connect with industry leaders in order to have a shot. As an introvert, putting myself out there is something I still struggle with now, even though I know it is the key to success in this industry.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
If you look at ten wedding planner websites, you’re going to see a lot of the same things across the board. There are only so many ways you can structure your packages or word your services. Photo galleries and testimonials make a big impact, but as a new business, we didn’t have a lot of history to work with on that front. I knew part of what would make my company standout would be the branding. I wanted it to be bold in way that was moody and romantic against the sea of white that I found on most other wedding websites. I know the audience I’m trying to capture, and I wanted it to speak to and capture them right away. The other thing I can stand on is my own self. It is my integrity, my personality, my commitment to excellence, and my deep understanding of hospitality that people are investing in when the hire me. My company is a direct reflection of me and my values. While my packages and list of services are very similar to many other planners, what you are getting is so much more.
Let’s talk about our city – what do you love? What do you not love?
I’m a lifelong Houstonian, born and raised. I love the diversity of our neighborhoods, food, art–there’s truly something for everyone. There’s so much appreciate about our city, but the people are the heartbeat. I love that you can find people from all walks of life, and we love being a safe service provider that helps everyone celebrate their love in their own unique way.
What I like least about Houston would definitely be the weather. Although we can bank on the extreme heat in the Summer, which presents its own challenges, it can be unpredictable the rest of the year. This calls for lots of backup plans and being able to pivot at the last minute.
Pricing:
- Coordination starting at $1,800
- Partial Planning $3,500
- Full Planning $5,500
- Design Services
Contact Info:
- Website: https://www.emeraldevents.co/
- Instagram: https://www.instagram.com/emerald.eventco/
