Event planners often make the mistake of thinking they need to be part of a large agency to succeed. The truth is some of the most innovative, creative, and profitable events are being led by indie planners just like you.
And here’s the secret the agencies don’t want you to know: clients are beginning to prefer working with indie planners. They’ve caught on to the fact that working with a smaller team has a lot of benefits, like more streamlined communication, better relationships, and truly original creative approaches. Best of all, many of those indie voices are taking center stage at the 2025 Event Planner Expo, and you can add yours, too.
What Is the Anti-Agency Model (And Why Is It Winning)?
The bigger an organization is, the more layers of red tape clients need to negotiate to work with it. The anti-agency model recognizes this and trades corporate polish for agility, creativity, trust, and personal connection.
Benefits of the Anti-Agency Model
- Faster Results. A smaller team is more agile. Indie planners have the flexibility to pivot, make decisions, and execute ideas faster than an agency ever could.
- Creative Freedom. Indie planners don’t need to wait for every busy executive to sign off on their plans. They have the creative freedom to put ideas into action.
- Connection. Clients want human connections and authentic relationships. This is where indie planners excel, while agencies are held back by layers of their own bureaucratic red tape.
Key takeaway: The anti-agency model is quickly becoming the standard. Find all the tools and tips you need to succeed as an indie planner at The Expo.
Indies Deliver What Today’s Clients Want
- Flexibility. Indie planners have the flexibility to work with client schedules, address challenges, and respond quickly to client communications.
- Direct Access. Today’s clients value relationships. They want to work directly with the event planner, not junior staff members or account managers in an agency.
- Customized Experiences. No one enjoys being treated like a number, and that includes your clients. Clients appreciate the customized experiences they can build with Indie planners.
5 Indie Planners Who Are Crushing the Big League Events
- The Wedding Guru. Cristina Verger has developed a reputation for listening to her clients, planning stunning weddings, and executing them flawlessly. Her clients sing her praises for bringing their dream weddings to life and seeming to be everywhere at once to handle the challenges.
- The Connector. Amy Katz is known for her networking abilities which allow her to find the perfect vendors for every event. Clients praise her attention to detail, communication, and the relationships she builds with them.
- The Creative Elizabeth Wexler, founder of indie company Emlan Events, has developed a reputation for her creativity and out-of-the-box venues. Clients appreciate the relationships she builds with them, with some likening her to a therapist.
- The Power Team. Two Kindred Event Planners is a woman- and LGBT-owned event planning business led by Alison Szleifer and Jonathan Stamper-Halpin. Their award-winning events have been featured in such notable publications as Vogue, In Style, and Page Six.
These indie planners are thriving on the anti-agency model. Meet and network with planners just like them at The Expo.
Scaling Without Selling Out: How to Balance Growth As an Indie Planner
Finding success as an Indie planner means you need to navigate scaling your business without compromising your values. You don’t have to sell out and transform into an agency. You just need to be smart about how you grow.
- Hold On to Your Personal Brand. Your clients love you for the unique experience you provide. Keep your name front and center as you scale.
- Embrace Automation & Systems. There are tons of incredible event-planning and management tools that perform tasks automatically and help streamline your business, saving you precious time. See examples at The Expo!
- Scale With Subcontractors. As your business grows, you need extra help. Put together a bench of freelancers and vendors you can pull in when you need them.
Stand Out As an Indie Planner at The Expo
Indie planners are reshaping the industry, and The Expo 2025 is your chance to stand out from the crowd. Here’s how.
- Attend the Speaker Series. Learn from other indie planners who have become leaders in the industry.
- Network. Take advantage of one-on-one access to vendors, venues, and collaborators who are eager to work with indie talent.
- Exhibit. Reserve a booth to showcase your indie business. You don’t need an agency team. You just need visibility.
- Find Clients Who Prefer Indies. Many corporate decision-makers and brand leaders attend the Expo in search of non-agency partners. This is your opportunity to catch their attention.
Are you ready to prove size doesn’t determine influence? Reserve your booth today, and meet your next clients, vendors, and partners at The Expo.
