As an NYC event planner, you know that the event industry landscape is fiercer than ever – and the heat is only rising. In fact, the industry is projected to soar to an eye-popping $2.5 trillion by 2035. That’s why today’s most successful event planners aren’t just creating unforgettable events – they’re expanding their event planning business brands to stay ahead of the curve.
Today, we dive into smart strategies that top planners are employing to scale successfully. These approaches help busy planners like you not just survive but thrive in one of the most competitive and dynamic markets in the world.
Diversifying Revenue Streams
Relying on client bookings alone to drive revenue? That’s like putting all your eggs in one basket: it’s risky. One unexpected slow season, economic dip, or pandemic later, and you’re scrambling to keep the lights, let alone pay for your team. Diversifying your revenue is your event planning business safety net – and your ticket to sustainable growth. The good news? There are lots of creative ways to do it. Think about:
- Offering consulting services
- Selling digital event planning resources, like templates and guides
- Hosting workshops
- Selling your event rental décor
Expanding Into New Event Planning Business Niches
Today’s smartest event planners aren’t just focusing on one type of event, like weddings or corporate retreats. They’re expanding into different niches and upping their income potential. It’s one of the best ways to open the door to new clients and create year-round revenue. (For example, when the wedding season slows down in the winter, you can fill the calendar with corporate gigs.) Not sure what niche to dive into? Choose one or two that align with your strengths and start marketing your services accordingly.
Leveraging Strategic Event Planning Business Partnerships
You know the saying: Business isn’t about what you know but who you know. And if you’re not leveraging your relationship with vendors, venues, or influencers, you’re leaving new biz opportunities (and big profits) on the table. You gain access to new clients and exclusive deals when you partner up with florists, caterers, AV teams, and the like. You can also negotiate better rates for your clients and offer a smoother, more “bundled” experience. Imagine: partnering with a caterer could allow you to offer clients a discounted rate on catering for 100+ guests. And that’s always good for business.
Strengthening Their Event Planning Business Digital Presence
A strong online brand is essential to winning bigger and better clients, and today’s best event planners know that. Not sure where to start? Invest in your search engine optimization (SEO) and content marketing. SEO helps your event website rank higher on Google when people search for planners in your area or niche – providing you with a steady stream of warm leads. Content marketing – think blog posts, case studies, and helpful guides – show potential clients you know your stuff. It builds trust and credibility in your event planning brand. Together, SEO and content marketing do the heavy lifting so you can start choosing clients instead of chasing them.
Creating Scalable Systems and Processes
Burnout is real. But today’s smartest event planners know how to optimize tasks to scale their event planning business and avoid perpetual exhaustion. They’re leaning into delegation and automation to free up their time and focus on the more big-picture stuff, like growing their brand. If you’re consistently up at midnight manually sending invoices or designing Instagram graphics, it might be time to make a few changes. Investigate project management software like HoneyBook and Asana to cut down on repetitive tasks and stay organized.
Expanding Their Event Teams Smartly
Hiring smartly helps you scale like a boss (get it?) and survive busy planning seasons. If your inbox feels like a full-time job by itself, consider hiring an assistant. An assistant, either in-person support or virtual assistance, can handle everything from client comms to scheduling. They’re also great for delegating social media management, invoice reminders, and more. A marketing specialist, even as a part-time support, can take on email campaigns, SEO, sales funnels, and content planning. A few tips for expanding your teams smartly:
- Start with referrals – ask for trusted candidates from your event planning peers!
- Create the list of tasks you’d love to delegate, then find the staff help to handle those tasks specifically.
- Grow incrementally so you can finesse new processes with a growing team.
Don’t Miss Your Chance to Stand Out at The Event Planner Expo
The Event Planner Expo 2025 is the industry’s premier conference for top planners, vendors, venues, high-profile marketers, and more. It’s where the top influencers and key brand decision-makers come together to share insights, network, and forge strategic connections. If you’re ready to get your event planning business in front of thousands of leads and key decision-makers, reserve your booth now. Trust us – it goes fast!
