Hi. I’m Diana.
I was 21. I had exactly one client, a venue I’d talked my way into, and a budget that required creative problem solving in ways that had nothing to do with centerpieces. I made $1,500 that month. My family was politely skeptical. I was completely, maybe irrationally, certain.
I had no idea how hard it was going to get or how far it was going to go.
Let me tell you the version no one usually shares.
THE JOURNEY
What followed was fifteen years of figuring it out. The right way and the hard way, often at the same time.
I invested in wedding mentors who showed me how an event business actually runs not just the beautiful parts, but the mechanics underneath them. Event mentors who raised the stakes of what I believed was possible. I studied obsessively: the frameworks, the contracts, the production models, the way the best operators in the world made events look effortless from the outside while running on ruthlessly structured systems on the inside.
But here’s what no mentor can fully prepare you for: the moment you’re standing in a venue at 6am, the linen order hasn’t arrived, your lead vendor just texted that they’re running behind, and 300 guests walk in at 7. You figure that one out in real time. And then if you’re smart about it you build a system so it never happens that way again.
That’s what the next fifteen years looked like. Event by event. Eight countries. Brands in tech, fashion, beauty, music, and sports. Audiences from 50 people to 5,000. Every single one taught me something the last one didn’t.
21
Age she started
8
Countries worldwide
15+
Years in the industry
5K+
Attendees, one event
THE TURN
↓
Then the business started working.
And then the business started running me.
I WAS BOOKED..
I was in demand.
I was also exhausted, reactive, and rebuilding the wheel every single time. The infrastructure wasn’t there the documented processes, the pitch materials that could represent me when I wasn’t in the room, the systems that would let me hand something off without it falling apart.
I had built a career on instinct and genuine talent. And I had hit the ceiling that instinct and talent always eventually hit.
Can I be real with you for a second?
I was doing the work of someone who had a real system without having one. Starting from scratch every single time. And that’s an expensive way to build a career. Not just financially. In time. In energy. In the quiet kind of exhaustion that comes from running everything from the edge of what you remember instead of a foundation that holds.
Being great at your craft and being great at running a business are two completely different skills.
Most people in this industry are extraordinary at one and have never been given the tools for the other. That’s not a character flaw. It’s a gap in what this industry offers its own people. It’s the gap I’ve spent the last several years building directly into.
WHO THIS IS FOR
Before I tell you more about what I’ve built let me see if I can find you in this.
You’re brand new to this.
You have the vision and the drive. You’re googling everything from “how to price an event” to “what even goes in a vendor contract.” You don’t have a roadmap yet but you know this is what you want to do. You just need someone to hand you the infrastructure instead of making you build it from scratch the way everyone else had to.
You’ve been in this industry for years.
You’re good genuinely good and people know it. But the business side still feels like you’re piecing it together every time. Your systems are “in your head.” Your pitch materials are “almost ready.” The wheel keeps getting rebuilt. You’re ready for the version of this where the infrastructure actually matches the work.
You got thrown into events as part of your actual job.
Your title has nothing to do with event planning. And yet the company’s leadership summit, the team retreat, the client reception somehow, that’s yours now. Nobody trained you. Nobody gave you a playbook. You’re figuring it out and doing it well. You just want to stop holding your breath every time.
All three of you are here. All three of you deserve the same infrastructure.
WHY I BUILT THIS
I want to see more women leading in this industry.
Not just working in it. Producing it.
Building the companies around it. Owning the room.
The best event professionals I know are often the ones struggling most with the business around their work. Not because they’re not capable they’re extraordinary. Because no one handed them the system. And this industry has a way of rewarding people who look like they have it together without ever giving them the actual infrastructure to back it up.
Here’s the honest truth about events:
It never stops changing. New platforms, new client expectations, new production formats, new tools the landscape you mastered last year is already shifting. Which means a framework isn’t a one-time fix. It’s something you build, use, and keep building on. That’s exactly what I’ve tried to create here.
You know that thing where you sit down to work for one hour and look up twelve hours later? That’s not a you problem. That’s what happens when the systems aren’t doing their share of the work.
Whether you’re solo, running a team, or doing this from inside a job that doesn’t even have “event planner” in the title you deserve a system that actually keeps up with you.
If you’ve been doing the work of someone who has a framework, without having one you’re exactly who I built this for.
“You don’t need to learn it the hard way. That’s what I did, so you don’t have to.”
A FEW THINGS THAT HAVE NOTHING TO DO WITH EVENTS
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Coffee and pasta. Every single day, in that order, non-negotiable.
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Musicals and live music are my actual love language. If there’s a stage, I’m interested.
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Right after the pandemic, a friend and I opened a holiday pop-up bar called Oh Snap in LA’s Arts Distri
WHERE TO GO FROM HERE
If any of this landed….. keep reading.
Everything here the free resources, the frameworks, the courses, the strategic reviews is built from fifteen years of learning this the expensive way. It’s yours now.
Use it faster than I did.
Where to start:
BROWSE THE FREE RESOURCES:
Guides and frameworks available at no cost, start here.
GET THE FREE RESOURCES →
THE PITCH EDIT:
A strategic review of your pitch materials, $197, 7 business days.
BEHIND THE BUILD:
The corporate event planning intensive — coming soon.
JOIN THE WAITLIST →
THE CORPORATE PLANNING COURSE:
The comprehensive system for event professionals — coming soon.
GET NOTIFIED →
“Fifteen years of knowing what it takes to get a yes. Now I’m putting that on your side of the table.”
— Diana
The kind of thinking that usually costs you a room and a registration fee available here, on your schedule, at no cost. A good place to start if you want to see how I work before you invest in anything.
Guides and frameworks built from real event experience.
FREE RESOURCES
10 Hidden Costs
Event Swag
50 Stealable Experiences
Pop Up Blueprint