SWEL Summer Summit 2024

Learn, Network and Grow at our 6th SWEL Summer Summit. 

Spend the day learning how to continue to scale your business and bookings with 3 mainstage presentations, 2 breakout sessions (each with 3 options) and a panel discussion. You can also expand your network while attending alongside the likeminded wedding and event vendors from along the Gulf Coast of Florida. The event will take place in the ballroom at Hilton St. Petersburg Carillon Park.

Welcome Breakfast and Lunch Buffet lunch are included with your ticket.

TICKETS & PRICING:

GENERAL ADMISSION

Full Day - $99 / ticket

SWEL MEMBER

2 Tickets Included with membership

SCHEDULE:

8:30AM to 9:30AM – Check-In and “Dueling Coffee Cart” Welcome Breakfast featuring Café Ala Carte and Bendecido Coffee presented in the Pre-function Space

9:40AM – Welcome from Emcee Shannon Tarrant on the Mainstage (Salon DEF)

9:45AM - What's the Worst that Could Happen? Presented by Leah Weinberg on the Mainstage (Salon DEF)

10:50AM – How to Navigate an Uncertain Economy presented by Michelle Loretta on the Mainstage (Salon DEF)

11:50AM to 12:50PM – Lunch Buffet Pre-function Space with seating in Van Gogh, Salon C and in the back of Salon DEF (Mainstage)

1PM - Mastering the Client Sales Journey to Increase Your Confidence and Revenue moderated by Anna Coats with panelists Shannon Tarrant and Shauna Cooney on the Mainstage (Salon DEF)

2PM - 2:10PM – Break

2:10PM – 2:55PM – Breakout Session 1 – Choose from 3 Sessions

     Mainstage (Salon DEF) – Marketing Tools Track

Authentic Storytelling on Social Media: Connecting with Clients through Genuine Engagement presented by Malike Adigun

     Salon C – Entrepreneurship / Business Ownership Track

Selling (and Buying!) Wedding Industry Companies presented by Jamie Klingman

     Van Gogh – Communications Track

Business Class to First Class: Etiquette and Best Practices for Optimal Professional and Personal Development presented by Lisa Lyons

2:55PM – 3:05PM – Break

3:05PM – 3:50PM – Breakout Session 2 - Choose from 3 Sessions

     Mainstage (Salon DEF) – Marketing Tools Track

To AI or not to AI: When and Where to Leverage AI in Your Marketing presented by Serena Waller

     Salon C – Entrepreneurship / Business Ownership Track

Preparing Your Wedding Business AND Yourself for Longevity presented by James and Katie Blankenfeld

     Van Gogh – Communications Track

 Navigating Difficult Conversations: Mastering Communication with Clients and Vendors presented by Shauna Cooney

3:50PM - 4PM - Break

4:00PM - Wowing Clients from Onboarding to Offboarding presented by Kawania Wooten on the Mainstage (Salon DEF)

4:55PM – Closing Remarks

5PM – Optional Mix and Mingle in Luna Lux

HOTEL:

Want to make a night of it? Hilton St. Petersburg Carillon Park is offering $159/night for attendees of this event. To make your reservation, CLICK HERE.

AUDIO/VISUAL SPONSORS:

Conference Live Streaming and Videography by MakSchu Productions - makschu.com

Professional Photography - Foto Bohemia - fotoboho.com

Projections, Lighting, Sound and DJ Services - Tampa Bay DJ Company - tampabaydjcompany.com

Breakout Session Videography - 81st Meridian Films - 81meridianfilms.com


DECOR SPONSOR:
Flower walls, backdrops and stage decor - Posy Exchange - posyexchange.com


WELCOME BREAKFAST SPONSORS:

Cafe Ala Carte Tampa Bay - cafealacartetampabay.com
Bendecido Coffee - bendecidocoffee.com

SEMINAR DESCRIPTIONS AND SPEAKER BIOS:

Meet Your Emcee:

Shannon Tarrant is on a mission to help event pros learn a proven system for success. With over 15 years as an off-site caterer and then venue manager, she developed both companies into local powerhouses. A professional go-getter today, she is a no-bs speaker and co-host of her podcast, The Wedding Sassholes, sharing her industry wisdom while running her own businesses - Wedding Venue Map and Venue Help Desk. Shannon tells it like it is, whether you’re ready for it or not.

What's the Worst that Could Happen?
Sometimes, truth really is stranger than fiction — especially in the event industry. Most event pros can readily share ridiculous stories with the best of them, including attorney and recovering wedding planner, Leah Weinberg. Pairing personal anecdotes with her candid takes on various business legalities, Leah infuses humor into an otherwise-daunting topic by sharing cautious tales of off-the-wall occurrences that aren’t quite as far-fetched as they seem. She’ll teach attendees how to identify and address unusual situations with clear action steps to stay ahead of the curve legally and ethically.

Takeaways include:
• Must-know legal concerns in the event industry and their ramifications
• Key contract terms to protect your business from the unexpected
• How to navigate client disputes
• Best practices for adjusting contracts without a lawyer

Presented By:

Leah Weinberg – co-founder of Oduberg Law, LLP – is an attorney, a recovering wedding planner, and the author of The Wedding Roller Coaster.
After nearly a decade in the wedding industry as the owner of Color Pop Events, a New York City-based wedding planning company, Leah is returning to her roots as an attorney to assist her former colleagues in the events industry, along with other entrepreneurs and business owners.

Her work and insights have been published online and in print with Vogue, the New York Times, Bravo, and Martha Stewart, among others.

A WeddingPro Educator with The Knot + WeddingWire since 2020, Leah travels throughout the country and internationally sharing insight with her peers at conferences such as DWP Congress, Be Sage Conference, Coterie Retreat, Alt Summit, NACE Experience, and The Special Event.

How to Navigate an Uncertain Economy

What will the next decade be like? No one has a crystal ball. However, we can study economic shifts to gain insight into the future. In this session, Michelle Loretta will describe patterns that have shaped where we are now, and where we'll be over the next 10 years.

During this session, attendees will learn to:

• Watch economic trends to plan strategically
• Gauge consumer confidence and buying trends
• Identify economic indicators that will impact business
• Prepare for a recession

Presented by:

Michelle Loretta is a strategist for the events industry and creator of Be Sage Consulting, formerly Sage Wedding Pros. She has been educating, coaching, and consulting event professionals since 2009. With a degree in accounting, roots at the Big 4 firm Deloitte, and experience as a stationery entrepreneur, she dissects numbers to help level-up businesses’ earnings. Michelle wakes up each day excited to create Financial Strategies for Wedding and Event Businesses. She has been asked to speak at a number of industry conferences, including NACE Experience, Biz Bash Live, and The Special Event. She was named one of the TOP 1000 Event Professionals by BizBash in 2019. She is also the winner of the 2021 ILEA ESPRIT best conference award for the Be Sage Conference.

Mastering the Client Sales Journey to Increase Your Confidence and Revenue

Selling doesn’t just happen during the actual appointment; it begins the moment a client lands on your website. From effectively qualifying leads to staying genuine during the sales pitch to changing your money mindset, learn how to master your client sales journey.

Join Anna Coats of Marry Me Tampa Bay, Shannon Tarrant of Wedding Venue Map and Venue Help Desk, and Shauna Cooney of Shauna and Jordon Photography as they navigate you through the process of inquiry to booking.

Discover:

• Effective marketing strategies that speed up the sales process
• How to qualify leads to ensure they're a good fit
• Strategies for overcoming objections and addressing client fears
• How to boost your confidence and shift your money mindset
• How to balance the need to sell with providing a positive client experience

Moderated by:

Anna Coats is the owner and editor of the wedding publication, Marry Me Tampa Bay and founder of the online marketing consulting firm, Married to Marketing.

Anna has appeared as a wedding expert on the national talkshow Daytime TV, ABC, NBC, and Fox and has provided wedding planning advice in the U.S. News and World Report, Washington Post, and L.A. Times. She is a three-time finalist for Tampa Bay Business Journal’s Business Woman of the Year and named 40 Under 40 by Breezin’ Entertainment Magazine.

With nearly 20 years of marketing experience, including leading a marketing team for a Fortune 500 company, Anna provides blogging, social media, and online marketing consulting for the wedding and event industry.

Authentic Storytelling on Social Media: Connecting with Clients through Genuine Engagement

In this session, Malike, a 15-year veteran wedding DJ and owner of a multi-operational DJ business, will explore the art of authentic storytelling on social media. Known for creating compelling narratives through video and social media, Malike will share practical tips and strategies to help wedding vendors connect with clients on a deeper level. You’ll learn how to tell your story in a way that resonates with your audience and highlights your unique value. This isn’t just another workshop about adding more social media tasks to your list; it’s about deepening your presence on the platforms you’re already using and making genuine connections with the people who are looking for what you do. By the end of the session, you’ll have a clear understanding of how to use your authentic voice to create a strong brand presence and build meaningful connections with your clients.

Presented By:

Hey there! I'm Malike Adigun, a traveling DJ originally from New York and currently residing in Florida. Over the past 5 years, I've taken my multi-op DJ company from its humble beginnings to a thriving $2 million enterprise. How did I do it? By harnessing the power of storytelling and branding to engage and captivate my ideal clients.

My expertise lies in crafting a compelling brand, ensuring cohesive messaging, and establishing a strong social presence, which has resulted in record-breaking leads year after year. But my passion doesn't stop at my own success—I'm driven to help other people achieve the same level of triumph.

I firmly believe that us entrepreneurs possess exceptional skills, passion, and business acumen, yet struggle to attract the clients they truly desire. That's where I come in. I want to empower you to enhance your quality of life and enjoy a successful career by attracting the right clients who recognize the unique value they bring to their market.

When I'm not busy assisting my community build their empires, you'll find me globe-trotting, spinning tunes at weddings across the world, and of course, on the hunt for some delicious food.

Business Class to First Class: Etiquette and Best Practices for Optimal Professional and Personal Development

This session is focused on refining business etiquette for professional excellence. Developed from her one-to-one training, Lisa will help attendees explore comprehensive rules and best practices crucial for both professional and personal growth. This seminar equips participants with the skills to navigate corporate environments with confidence and grace. Elevate your professional presence and interpersonal effectiveness with expert guidance from Lisa Lyons.

Presented by:

As an eagerly sought-after event stylist, Lisa Lyons has created extraordinary celebrations for an astute roster of clients, including copious celebrity sports figures, five-star corporations, and respected private individuals since 2003.

With a niche for sophisticated and refined events, Lisa consistently strives to raise aesthetic and experience standards. She is praised for her creativity, vision, and diligence by her clients and is highly esteemed among her event world peers.

Lisa Lyons Events grew into not only producing lavish weddings, galas, and special events across the United States and the Caribbean but also forayed into a feminine-guided, healthy lifestyle brand.

It was with sovereign distinction that she received the US delegate seat to IEPA London for their Train the Trainer program in International Social Etiquette and Protocol Certification. She has also studied and completed coursework with the renowned Jacqueline Whitmore, founder of The Protocol School of Palm Beach.

Selling (and Buying!) Wedding Industry Companies

Do you know how much your business is worth? Or what buyers will look for when you’re ready to sell? Learn what to do (and not to do) to make the most amount of money when you’re ready to exit your business!

Presented by:

Jamie Klingman is a Creative Strategist, Entrepreneur, and Broker. Jamie has enjoyed twenty years of being a serial entrepreneur, including starting and selling her own ventures. Jamie owns The Exit Strategy Co (business brokerage), The Klingman Group (holding several real estate firms) and eMovement Group (a digital business brokerage) as well as other companies covering residential and commercial real estate, publishing, multimedia, insurance, and more. She is a licensed Broker in several states and completed her Doctor of Business Administration in 2023.

Jamie believes in philanthropy and serving the community. She has served in leadership roles with several nonprofit organizations including the Crisis Center of Tampa Bay and Temple Terrace Chamber. She has been honored with multiple awards, including Small Business Leader of the Year finalist and Lightning Foundation Community Hero.

Jamie currently lives in Tampa, FL where she is a mostly good wife to her attorney/veterinarian husband, mom and bonus mom to three daughters, dog mom160lbs of standard poodle, and the chosen person of the hairless cat (maybe because she’s allergic).

To AI or not to AI: When and Where to Leverage AI in Your Marketing

Love it or hate it, AI is everywhere. How and when YOU use it, as a business owner, is still within your control. How can you leverage AI in your business, without losing your unique brand voice and offers? Can you use AI ethically in your everyday operations without becoming a major techie? In this talk, we’ll discuss how to leverage AI for that extra razzle dazzle, without losing sight of the personal touches that have shaped your business into what it is today.

We’ll also review several real-time walk-thrus of repurposing your existing content with the help of AI, how to use AI to automate some of your everyday tasks and where to find AI within some of your favorite software.

Presented by:

Serena began her career in the wedding industry as a catering sales manager. After several years working with venues, and then owning her own wedding planning business, she moved into hospitality sales management where she helped train and develop sales leaders for Fortune 500 companies. After settling into married life, she came back to the wedding industry via a publication company with a wedding magazine. During this time, she identified a need for industry professionals to develop and maintain a social presence for today's couple. Her company, The Dande Agency, founded in 2015, provides social media strategy, systems and management for busy wedding pros.

She resides in St. Augustine Florida where so loves to spend afternoons at the beach with a good book, eating a shameful amount of tacos with her husband and 10-year old son.

Navigating Difficult Conversations: Mastering Communication with Clients and Vendors

In this session, we will explore effective strategies for addressing and resolving conflicts, maintaining professionalism, and fostering positive relationships with both clients and wedding vendors. Together, we will learn how to manage expectations, deliver difficult news, and navigate emotionally charged conversations with grace and empathy. Through real-life scenarios and interactive exercises, we’ll gain practical tools to transform potential conflicts into opportunities for strengthening trust and collaboration. Join us as we build our confidence in managing difficult conversations and elevate our client and vendor relationships to the next level.

Presented by:

Shauna Cooney brings a unique blend of educational insight and leadership to her work. With two master's degrees and a background as an assistant principal and educator, she infuses her wedding photography with a level of understanding and professionalism that sets her apart. Her commitment to preserving legacies and maintaining the highest standards of excellence ensures that every client receives an extraordinary experience.

With her sharp business sense and passion for helping others thrive, she serves as an invaluable mentor for entrepreneurs navigating the complexities of running their own ventures. Shauna's guidance empowers small business owners to confidently forge a path to success and financial stability in their industries.

Preparing Your Wedding Business AND Yourself for Longevity:

What does your wedding business look like in 20 years? Are you still pulling 14-hour Saturdays 30 weekends out of the year? Most wedding vendors have a short-term outlook on their businesses and where they see themselves in the next 3-5 years. But not many business owners are looking long-term at where they'd like their businesses to be in 15, 20, even 30 years from now. We want to help you prepare yourselves and your businesses for longevity and have a plan in place for how to grow and sustain your business years into the future. Using our outline, we’ll take you through a series of thought-provoking questions about the future of your business and where you need your business to be to support YOUR future as a wedding professional.

Presented by:

James & Katie are the husband & wife wedding team behind 81st Meridian Films, as well as two other brands that encompass their wedding media group. With over 15 years’ experience in cinematography, James started his career on My Fair Wedding with David Tutera. After working on numerous reality TV shows including Celebrity Apprentice, Design Star and Project Runway, he was asked to film a friend's wedding–and the rest is history. Katie has worked in Advertising & Marketing for more than 8 years, most recently as a Global Marketing Manager for a multi-billion-dollar consumer brand. In working together, they’ve not only delivered high-quality wedding films to hundreds of couples but are actively building a multi-brand media group.

Wowing Clients from Onboarding to Offboarding

How do you convert your couples from clients into ambassadors for your business?

During this session, 17-year industry veteran Kawania shares the lessons she’s learned by using her company’s systems and processes to effectively onboard, communicate, educate, provide stellar service and off-board her clients.

Top Takeaways:

• Give a “warm welcome” and a “kickstart" to your couples by utilizing an easy seven-step onboarding process
• Effectively communicate your game plan for their wedding, manage their expectations and maintain proper boundaries
• “Wow” your couples with your product and service
• Close out your wedding service and create ambassadors out of your couples by properly off boarding them

Presented by:

Kawania Wooten, CMP brings a unique mix of experience and skill to her businesses, Howerton+Wooten Events and The Enlightened Creative. Her vast experience in the hospitality industry includes hotel management, casino and gaming, the culinary industry, and 30 years as a professional meeting and event planner for the Washington DC elite. Kawania strives for professionalism, creativity and impeccable organization within every function planned by the Howerton+Wooten Events team. She is an adjunct professor in the Hospitality, Tourism, and Culinary Arts Department at Prince Georges Community College.

Kawania has authored nine wedding planning guidebooks, and she is currently working on book #10. Her advice has been featured in major publications, such as the New York Times, New York Post, Refinery 29, Wall Street Journal, EBONY, Yahoo News, Headline News, Martha Stewart Weddings, and ESSENCE magazine. She holds a bachelor’s degree in mass media arts from Hampton University in Virginia, and she participated in the Harvard Business School’s Executive Management Program in June of 2005 under the auspices of the Cable & Telecommunications Association for Marketing.