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Becoming an independent corporate event planner can be both daunting and exhilarating. The role requires you to juggle a host of tasks to produce a seamless event — everything from securing venues and coordinating vendors to managing budgets and handling last-minute changes.

Whether you’re transitioning from corporate event planning or just starting out in the field, success will require a blend of organization, creativity and business savvy, as well as the ability to juggle multiple clients while maintaining a strong brand name. While the challenge is real, by mastering some key strategies, you can build a thriving business.

Key Challenges for Independents

As with any self-owned business, there are many unique challenges associated with becoming a successful independent planner. You’ll be competing with large event planning firms that offer full-service packages, as well as in-house planners — and it will take time to build a client base from scratch. Plus, without an extensive portfolio, convincing people of your value might be difficult.

Even for established independent planners, there are many factors that can cause high stress — especially taking on multiple clients and balancing a large number of events, which can be mentally and physically exhausting.

“One of the challenges I find is having enough bandwidth to take on additional events to support existing, repeat clients as well as new clients that are referred to us,” says Julie Wong, CMP, president-owner of The Event Concierge, a full-service event planning company, based in Phoenix, AZ. “We have built business with clients or hosts who repeat events. We’ve built trust and confidence for them to ask us to continue partnering with them regularly. It’s a good challenge to have.”

Wong’s background includes stints as director of food and beverage and director of catering with Troon Golf and various private clubs and historical venues, such as The Wrigley Mansion. Since launching The Event Concierge in 2006, Wong has grown the company and transitioned from a “solopreneneur” to having employees and contractors. Working mostly with corporate and association clients, Wong also partners with other independent or corporate and association planners, serving as a resource for their event planning needs.

“Another challenge we face in this role is the rising costs of meetings and events,” Wong says. “The cost of travel, the cost of labor, the cost of tangible items like supplies, licenses and permits, food and beverage, supplies, etc. There’s also the cost of owning the business, such as insurance and overhead costs like technology.”

As an independent planner, inconsistent income streams and cash flow issues can pose potential challenges. For example, clients may have long payment cycles, delaying a planner’s revenue. Plus, event budgets fluctuate, and securing steady work can be unpredictable. Also, upfront costs such as deposits and vendor payments may need to be covered before receiving client payments.

The work can also be highly stressful and unpredictable, with last-minute changes, cancellations and other client-side demands. There is also a potential for burnout with events that require working long hours, nights and weekends.

“One challenge is time and experience,” Wong says. “The planning time is short, the wait time is longer, which may be caused by lack of experience and education for new peers coming into the industry. This is an exciting [business], but it can also be grueling. Some experienced [planners] are slowing down and taking on less, [while] some are jumping in and trying to keep up with the pace. There are pros and cons to all of it.”

Keeping Things ‘Fresh & Focused’

While many corporations choose to keep things in-house, there are benefits to using independent planners.

“The client may save on costs if they don’t require a full-time internal staff,” Wong says. “They also may save on having to fully manage the planner as an employee. The independent planner may have their own staff that can be utilized as an event either grows or shrinks, without affecting the client’s need to hire or fire.”

Wong believes there is opportunity for both types. She says that in-house planners provide stability to support company marketing and branding, confidentiality regarding company information and the setup of systems and processes for planning. At the same time, independent contract planners can offer outside perspective, as they may have access to or experience with other similar events.

Meanwhile, according to independent event specialist Kimberly M. Bean, of KBT Creative Support Services, there are numerous benefits enticing companies to choose independent planners. For example, they don’t have to pay for retirement, health insurance or PTO.

“A relationship is built over time, yet a contract planner is used only as needed and has flexibility. I find this provides variety for me, which I like, and the freedom to work for others and add to my business skill set within the event and travel industry,” Bean says.

Bean started in public relations and advertising, later working for the Nashville Public Education Foundation (NPEF), where she was placed on the organization’s events team.

“After working for NPEF, I decided to go out on my own and began sourcing, planning and managing conferences and meetings locally, then regionally, nationally and internationally. It has been an interesting and exciting journey,” she says, adding that she believes there are more opportunities today, as many corporations are cutting staff and hiring outside planners.

“As an independent, I value my relationships with organizations and corporations,” she says. “I am pleased to show them how I can save them money, yet return year after year and provide quality, improved service [and] knowledge of the latest meeting trends and new locations of resorts [and] hotels with offerings they may not know of. It’s a win-win for the organization and my business. The client doesn’t have to employ someone on staff full-time and can call me in as needed. It keeps the working relationship fresh and focused.”

Bean says that although there are many options for meetings and conferences, there is a lot more competition, and expectations are elevated at every level, from nonprofits to corporations. One key is convincing her clients that starting to pre-plan early saves them time and money and also enables them to secure the best possible venues and other options well ahead of other groups.

Christa Hovis, chief event consultant at The Event Diva – MICE, started on the corporate side with certifications in business analysis, process engineering and project management and other tools that led to her success as an independent planner/consultant. Now, she says, her clients have been scheduling more events over the past few years, boosting her business.

“Now, I primarily serve as a chief event consultant for clients that don’t have an in-house planner, and [I] have a seat at the table with the key decision makers, where I can directly share my ideas and get their immediate reactions,” Hovis says.

Her biggest challenge currently is dealing with too many “cooks in the kitchen” — too many layers of approval when it comes to decisions, which often causes delays and impacts progress and timelines.

Building Your Brand

Part of an independent planner’s success relies on them building a brand, which is the first step in defining a niche as a corporate planner. Setting up a business structure and plan, including a target market and financial projections, is imperative, as are details such as securing necessary licenses and insurance. While it takes time to establish a solid reputation in the industry, word-of-mouth marketing and referrals are key to drawing more clients, who often want to see case studies or testimonials before hiring an independent planner.

According to Wong, networking is the key.

“Get out and meet with people and let them know what you do, how you do it, why you do it and why you are a good resource to them,” she says. “Even in the age of technology, it’s important to interact and build relationships [in person].”

Wong’s company uses both technology and “old-school” in-person networking.

“I set a goal when I first launched my business, which was to add a minimum of 10 people to my network a month,” she says. “I joined industry and non-industry networking groups and associations. If you break it down, that’s an average of two to three people a week, per month. We have received many referrals and direct business by our relationship with people.”

She emphasizes that becoming a successful planner won’t happen overnight or by luck. “There needs to be a plan and a strategy, just like we guide our clients to have with their content and agendas,” she says.

Bean agrees about the power of networking and doing things such as attending travel industry showcases.

“I use social media to highlight events and conferences I attend, as well as ones I plan and manage,” she says. “The traction that gives my business is valuable, and I am fortunate to meet many in this industry who share their knowledge and insights. It is a two-way street, and working together benefits everyone.”

Hovis also recommends attending key conferences and FAMs for networking purposes, as well as speaking at events and taking advantage of any podcasts or other self-promotional opportunities.

Bean also suggests staying involved in the industry by researching, reading and networking.

“Be the go-to person in your social circle,” Bean says. “Stay updated and don’t bury your head in the sand, just because the business climate is challenging. Consider opportunities outside the way you’ve always done things.”

She notes that potential clients could come from anywhere, which means being resourceful and working hard is even more important.

Says Bean: “Examine every encounter as a potential opportunity. Some of my best clients are longtime friends who know I love my job and [that I] will work hard toward solutions that make their meeting successful.”

Changing Times

Some of the challenges facing independent planners are being felt all across the industry. One of the main concerns continues to be the cost of putting on a meeting or event. According to Wong, while budgets are always a concern, she believes clients and hosts are more in tune with the high costs of meetings and events than they were prior to the pandemic.

In addition, current reactions to the tariffs are also causing a lot of concern. “The question becomes whether we plan to cut goods and services or try to raise revenue to cover new high costs — or increase budgets,” Wong says.

Hovis notes that costs are always a focus, even for companies that have money to spend or don’t mind investing in their programs. “But I do plan to see some tightening back as we head into the rest of the year, due to the current administration’s actions with tariffs,” she says.

Other issues Bean faces as an independent planner revolve around events with international attendees. She sees possible disruptions due to visa wait times or potential political boycotts from certain countries.

“Today’s travel requires flexibility and understanding that challenges will occur,” she says. “The meeting planner needs to remind the client of these ‘bumps,’ but not to be faint of heart. Typically, when planned well, adjustments are easily made and everyone understands situations that arise.”

In her role, Bean also needs to meet her clients’ biggest demands. Part of that includes offering creative options for receptions, cost-saving ideas and leaning into relationships with unique vendors that can add an element of surprise for clients and attendees.

“Clients need a planner in their corner that understands their expectations for the best outcomes of time and hard-earned dollars spent on meetings,” she says.

Independent planners also need to keep with up new technologies such as virtual and hybrid platforms, as well as adapt to AI-driven event planning tools and automation, which can be daunting.

Wong asserts that AI can be beneficial in helping to decrease time spent on certain tasks.

“I think we are still discovering and learning what AI can do for us, similar to what the ever-changing technology can do for us,” she says. “As planners, we touch so many areas that any assistance is great, but it’s not the end-all. It’s a starting point…”

According to Hovis, AI is useful as a tool to assist with creative design and vetting contracts, while Bean notes that the technology can’t take the place of the many personal relationships formed within the industry. “I have found my clients continue to call on me to work with them and send me referrals. That is the ultimate compliment,” she says.

Apply Client Lessons to Your Own Business

Aside from basic best practices — such as leveraging social media and focusing on content marketing to build a brand — each of the independent planners offer suggestions on how to be successful.

Wong says that although corporations have “relaxed” in many ways over the last decade or so, she continues to practice what she learned in working with companies when she started over 25 years ago.

“First impressions are everything … from the way you present yourself, how you speak, how you learn, the formality of the task, and the followup,” she says. “Building our reputation in our community has been very effective. It has led to referrals and marketing opportunities.”

She also advises newcomers to stay focused and keep an eye on finances and expenses.

“It’s not easy, but don’t get wrapped up in tasks that don’t produce profit or revenue,” she adds. “Know where every dollar goes, track profits and losses, negotiate costs. If you’re losing money, shift to bring in more revenue. Apply what you do for your client events to your own business.”

Bean says it is crucial to promote transparency and stay open to creative ideas when planning in today’s environment.

“It requires respect and thoughtful consideration of clients, their ‘must haves’ and realistic expectations,” she says. “As a planner, I work on behalf of my client first but also find it important to consider the attendee experience and share those details honestly and openly.”

Hovis links success to self-promotion, adding: “You have to love what you are doing and make a consistent effort to stay in front of your clients and keep them aware of your value, stay in front of your peers, never stop building relationships, never stop learning, never stop exploring new ideas for events or destinations and keep learning and growing your professional network.”

Above all, it’s critical to remember that planners are in the “people” business.

Says Wong: “I want every interaction … we have with people to feel special and memorable, whether it be guests, clients, suppliers or an observer who sees our planning or event in action. I always remember the statement: ‘People may not remember your name, but they will remember how you made them feel.’” C&IT