What’s Your Pivot Play? Featuring: Cherish Events
Over the course of 2020, one of the industries hit the hardest by the pandemic has been the event management industry. From trade shows and corporate conferences, to annual fundraisers and personal events and weddings, events everywhere have either come to a screeching halt or have made the switch to virtual formats. For our friends at Cherish Events, they’ve certainly seen the effects of this on their own business, based in Orlando, Florida and New York City. We chatted with Lauren Gordon, co-founder of Cherish Events, and learned more about howher and her partner Ashley have pivoted during these unprecedented times.
1.) What was your business pre-COVID and how long have you been in operation?
Cherish Events has been in business for 9 years, primarily focusing on weddings in the state of Florida and New York. Pre-Covid, our business averaged around 40 weddings per year.
2.) What has been your biggest challenge and what did you do to pivot this year in order to adapt during COVID?
Our biggest challenge that we've had to face this year is dealing with many clients postponing and/or cancelling their weddings. Since COVID-19 has strongly affected our business, we have used this time to network/connect with vendors in the industry and working on projects to keep us engaged. We've also taken this time to increase our blogging and social media exposure, as it is our #1 platform for advertising.
3.) What is your best piece of advice for anyone in business currently struggling?
I know it can be quite scary during uncertain times, but don't lose hope! Find ways to restructure your business. Ask yourself, what are some things you needed to work on your business that you haven't had time to do before COVID-19? Now is the time to work on them!
4.) What's your favourite charitable cause or organization?
My favorite organization is the Susan G. Komen Breast Cancer Foundation. I love that their mission is to help save lives by meeting the most critical needs in communities and investing in breakthrough research to prevent and cure breast cancer. Since BC runs heavily through my family, it is important that I continue to give back in hopes that one day a cure will be found.
5.) What's been the silver lining or positive lesson you've taken away from this year?
Although we've had to shift many events, it's been a great time to work on the back end of our business to help better prepare us for upcoming events.
6.) Who are you looking to work with in 2021 and how can people contact you?
I am excited to work with our couples this upcoming year as we do have a number of weddings scheduled! If you are looking for a wedding planner, you can visit our website at www.cherish-events.com and be sure to follow us on Instagram at @cherish.events. From there you will get to know us and our services, as well as contact us for your upcoming event!