Independent Planners Voice Need for More Support

For independent planners, getting the job done while seeking out the next client is a daily juggle. On top of that, there’s the minutiae of running a small business.

All the while, they must compete with much bigger companies for the same business.

“I have been an independent third-party planner for about 8 years now,” said Kathi Almeida, president of Cornerstone Meetings & Events. “Sometimes we have to figure out how to stand out among some of the larger third-party or large in-house planning teams. That means operating at a high level and understanding what it takes to negotiate with clients and suppliers. Learning and networking opportunities are important for us.”

Almeida is a member of MPI’s Small Business Owners Community, which has 360 members, a mix of planners and suppliers. MPI membership costs $425 annually, including chapter affiliation. 

Education sessions offered by the group in the past year have ranged from AI and small business implications to mental health as a small business owner. The group does not provide services beyond what member suppliers offer.  

For Stacy Fallon, who is just getting started as an independent after being  laid off from her position as tradeshow and event manager at Boston Imaging, personal outreach has been the most effective strategy for finding clients.

“The best way to get leads is through people you know – not through large association groups.”

She admits that it’s been a tough road. “I’m just restarting my journey and finding it hard to sell myself. I need help. It seems like people in our industry are very protective of their jobs and resources.” 

Anca Platon Trifan, who just joined Meetings & Incentives Worldwide, Inc. as senior manager of strategic partnerships, event technology & AI after 8 years ‘solo-preneuring’ as a small independent event agency, recommends online communities.

“Communities like Club Ichi have been my most important resource. I’ve been part of MPI for years and served as a committee member, yet it always felt so big and corporate.

“If I needed any advice today, I’d wait for weeks to receive it, if any came through at all. We can do better than that to support the independents in our industry.”

Limited Funds

Many independents, especially those just starting out, run their businesses on a shoestring. 

“I think there are some opportunities for associations to help independent planners by offering tiered membership pricing,” said Almeida.

She recommends hosted buyer events, many of which are put on by meeting industry media companies, as a low-cost way for independents to connect with peers. 

Donna Patrick is just beginning her journey as an independent consultant after spending much of her career at major corporations, most recently Autodesk, where she specialized in strategic meetings management.

Though she already has companies expressing interest in hiring her in 2025, she is relying on her savings until she is up and running, and has figured out how to be lean.

For the web site and logo design for Donna Patrick Consulting, LLC., she reached out to her local junior college marketing department. She also plans to tap into the small business development program in her home state of California, CalOSBA. 

Filling the Gap

Sarah Meister started The TEN Collective two years ago to meet the need for support she experienced among fellow independent planners and entrepreneurs, who she calls ‘EVENTrepreneurs.’

It offers biweekly community calls on topics directly relevant to independents, Meetups, Masterminds and other resources such as a template library and a contract clause database to its 200 members. The calls are not sponsored and have no sales agenda.

“It’s a free service I provide, as I’m passionate about increasing community and support for fellow small biz owners,” said Meister, founder and chief event officer at SM Event Co.

“Also, there is a significant gap in the event industry for independent planners. Most industry associations and events are heavily focused on large vendors, such as hotel chains and audiovisual companies, or on buyers from corporate and association sectors. This leaves a growing group of independent planners, who often represent multiple clients across these sectors, without a voice at the table.”

It’s All About Connections

Some independents, especially those with decades of connections, don’t feel as much need for outside help for their businesses.

Patrick spent 23 years as an MPI member and left during the pandemic, joining CEMA for a short time after that. For now, she doesn’t plan to belong to any groups and would rather attend industry events as she chooses.

Eventually, she plans to rejoin something. “I’m just not sure what the right one is,” she said.

“For now, I have built a lot of great relationships, and I’m relying on that. I’m trying to look at this as fun. It’s my passion and I’m good at this.”