ELI Subscriber Spotlight: Michelle Manire, CMM

ByEvent Leadership Institute

Michelle Manire opened the meeting and event planning company Coast to Coast Conferences & Events (CTC), based in Long Beach, California, in 1994, following a career in the hospitality industry. 

A long-time ELI subscriber who also has completed numerous online professional development courses, Michelle believes in social responsibility and community involvement and serves as a mentor for other women business owners. 

We asked her to share her insights and industry expertise.

What skills have you needed to learn or develop throughout your career?

I always found it interesting that an event planner/coordinator job always ranks in the top 10 most stressful jobs year after year. As I pondered why that might be, I had an “aha” moment. We are orchestra leaders relying on the musicians to play in key. If one of the musicians is out of tune, it can cause problems for everyone!

There are too many tangible and intangible skills needed to be a successful event management company owner to list. The eight most important skills that to succeed and excel in the events industry are:

  • We are not event planners but strategic client partners
  • We are our client’s advocate
  • We have to be an effective team leader while having fun
  • We must have the ability to analyze, assess, and solve
  • We have partners, not vendors
  • Time management is key to achieving deadlines and keeping your sanity
  • Organization is critical in managing the multitude of details and not letting anything fall through the cracks
  • Clear written and verbal communication reduces repetitiveness

What is the best piece of advice you can give to new event professionals?

Step into learning. During the pandemic, there were three types of planners: planners who jumped into the unknown feet first, planners who sat on the sidelines thinking that the pandemic would be over soon, and planners who were frozen and didn’t know where to turn, so they stayed put. 

Be a lifelong learner. Learn the skills that are needed in today’s environment.

What are you most excited about for the future of the event industry?

The unknown! Our industry is evolving, and it is exciting to be on the ground level and be part of shaping the future.

You can reach Michelle on LinkedIn or ctcconferences.com.

If you are an ELI subscriber who would like to be featured, contact us.