At the end of the day, our goal is to make sure that we not only meet but exceed our client’s expectations which is the foundation of a long-term partnership.

Dorie Beacham

VP of Sales

Location: Las Vegas, NV

Echelon Events Group provides high-quality event planning services. We carefully listen to our client’s wishes, understand their vision and do everything we can to exceed our customer’s expectations. No matter how big or small the event will be, we go above and beyond to make the planning process enjoyable and our customers’ event day as unique and memorable as possible.

As the VP of Sales, Dorie has worked in the hospitality industry at properties such as Mandalay Bay, Wynn Resort, & the Las Vegas Convention & Visitors Authority. She earned her CMP designation in 2008. With over 25 years’ experience in the Las Vegas market, selling and operating events for clients, her knowledge of all things Vegas is amazing! She can walk you through team building programs & entertainment concepts as well as design fabulous events and suggest all the right activities for your group while in Las Vegas. The best salesperson is someone who understands and has worked the operational end, and Dorie has done it all!

How long has your company been producing events? What is your main focus?

Echelon Events Group has been producing exciting events in Las Vegas since January 2018. Our main focus has always been creating unforgettable experiences for the clients we serve. We do this by consistently providing exceptional levels of service and unapparelled program execution. Although there are many things that go into producing a successful event, we believe service and execution are the most important and often the most neglected. At the end of the day, our goal is to make sure that we not only meet but exceed our client’s expectations which is the foundation of a long-term partnership.

What do you enjoy most about your role in corporate event planning?

I love everything about corporate event planning, especially the planning. Being a bit of a perfectionist, I live for the details. After countless emails, calls and proposal revisions, there is nothing more rewarding than seeing it all come to life. I feel a sense of pride, knowing I put this together and made it happen. All the long hours and hard work are all worth it when you have a successful event and a happy client.

How do you keep up with the constant change in the industry?

When you have a passion for what you do, you are always looking for ways to improve it. Reading online publications and magazines are a great way to stay up to date with what’s new and trending. I always find inspiration in seeing what people are doing around the world. Industry events and conferences are also a great source of information. And of course, the people you work with on a regular basis including colleagues, vendors, and hoteliers.

Do you have any advice for a company having a hard time choosing a theme. Is a theme necessary?

If you have a hard time choosing a theme, think about what you hope to achieve with this event. Who is attending the event? What is the overall message you want the attendees to walk away with? While having a traditional “theme” is not always necessary, it’s good to have a consistent message throughout the event. A strong, clear theme will give your event structure and inspire attendees with your message.

What are some ways to personalize a corporate event?

My favorite way to personalize a corporate event is to start at the beginning with registration. A pre-event survey is a great way to gather information about the attendees and ensure they have a great time from start to finish. You can customize lounge areas, general sessions, group outings, team building activities and more. Attendees will always get more out of the event when it caters to their personality and learning style. Not to mention the added benefit of collecting attendee data, which can really help in planning future events.

What do you see as the corporate event industry’s greatest challenge, currently?

The challenge I deal with on a regular basis is short turnaround times. I hear it all the time, “I need it yesterday” and it’s not always that easy. I pride myself on quality work and sometimes just putting something together for the sake of a deadline may not be worth it. Getting the best prices, verifying availability and putting together a proposal that is reflective of the type of work you do takes time. In the future I would love to see clients start the planning process earlier, it will save them time, money and headaches in the long run.

How do you leverage event technology and what would you consider the biggest game-changer?

The biggest game-changer in event technology by far is 3D projection mapping. Essentially it lets you completely transform any space and the possibilities are endless. Imagine being able to transform a basic conference room to fit the theme of your event without having to bring in truckloads of props and décor. Every venue would just be a blank canvas and with projection mapping, you can add color, texture, movement and completely transform the space into a lifelike environment. If you add complimenting sound and smell to the mix you can truly create a fully immersive experience that the attendees will never forget.

What is your favorite city for events and why?

Las Vegas – as a proud local I’ve watched this city grow and evolve for over 25 years. Its one of the only destination cities that can really accommodate large scale events. As of today, we have 150,000 hotel rooms and 12 million sq. ft. of exhibit & meeting space and much more coming in 2020-21. Attendees also love Las Vegas – events held here always see an increase in attendance. We have beautiful weather 320 days out of the year, easy access to the airport and more than enough space to accommodate just about anything.

What are some practices to follow that will help you to create the Wow factor that attendees seek with a limited budget?

You don’t always have to spend a fortune to create a wow factor and impress your attendees. In fact, sometimes it’s the little things combined with the element of surprise that makes the biggest impact. Hiring local entertainers is a great way to make something boring a little more fun and memorable. For example, having an Elvis impersonator greet attendees as they board the shuttle at the airport or have a mime performing by the coffee bar in the morning. Lighting is also a relatively simple way to drastically upgrade the look and feel of an event.

Sustainability is a current movement that can be challenging for large events. What is your approach?

Sustainability and green meetings are definitely the way of the future. People are sometimes intimidated by that idea and don’t know where to start. I recommend starting with the hotel – many of them have already taken initiative and have programs in place. Paperless events, no water bottles, recycling/donation programs, are all great ways to get the ball rolling. Being environmentally conscious doesn’t cost any money, in fact, it could probably save you money. But it does require commitment and some additional planning.

How do you measure the success of an event?

There are several ways to measure the overall success of the event but the one that matters most is your client’s feedback. Being side by side in the trenches during a program really connects you. There is nothing more rewarding than earning your clients business, year after year. Internally, it’s important to have a post-con and review every detail from operations to vendor performance. This way you get a better understanding of what worked, what didn’t and where you can improve.

Dorie Beacham
Author: Dorie Beacham

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