Photo credit: www.entrepreneur.com
Rebecca Grinnals and Kathryn Arce, both seasoned professionals in the wedding industry with over two decades of experience, first crossed paths in the early 1990s at The Walt Disney World Resort. There, they played pivotal roles in transforming Disney’s Fairy Tale Weddings into a remarkable $100 million annual venture. “Working together was pure magic,” Grinnals recalls. “We collaborated on fascinating projects, and it was a foundational period for us both.”
After their tenure with Disney, Grinnals and Arce ventured into consulting, assisting hotels, resorts, and tourism boards globally to enhance their wedding and honeymoon offerings. This phase led them to identify a notable gap in the luxury wedding sector: a lack of a dedicated event that could unite various stakeholders—from buyers to suppliers—in a cohesive environment.
Motivated by the idea of fostering meaningful interactions among industry professionals, Grinnals and Arce decided to establish Engage! Summits. What started as an ambitious vision has evolved into a thriving brand valued at millions.
In April 2008, they committed to their plan for Engage! Summits, setting the stage for their inaugural conference in June. With only six weeks to prepare, they tapped into their extensive network, ultimately attracting 75 attendees to the one-day event held at Celebration Hotel in Orlando.
“We were honored to have renowned wedding planners such as Preston Bailey and Marcy Blum as our featured speakers,” Arce shared. “We also invited Harmony Walton, founder of The Bridal Bar, to discuss emerging trends, alongside an editor from Destination Weddings & Honeymoons.”
The conference proved to be an overwhelming success. The insights shared by Bailey and Blum, along with their candid discussions about their journeys, resonated deeply with participants. An attendee’s enthusiastic blog post the next day confirming the event’s value left no doubt in Grinnals and Arce’s minds—they were onto something special.
In the following years, Grinnals and Arce balanced their consulting ventures with the growth of Engage! Summits, hosting one or two events annually while maintaining their consultancy until 2018, when they fully committed to their brand. “There was a natural synergy between our businesses,” Grinnals notes. “Our consulting sometimes boosted the Engage! Summits brand and vice versa.”
Capitalizing on these mutual strengths, they expanded their events to picturesque locales, including the Cayman Islands, which hosted Engage! Summits five times through a long-standing partnership with the Cayman Islands Department of Tourism. “Each business supported the other organically,” Grinnals adds.
In 2016, Engage! Summits ventured into Europe with a conference in Puglia, Italy, which marked a significant milestone by attracting a highly international audience. The upcoming event in Tuscany will be the 48th, with London slated to host its 50th celebration this July.
Over its 17-year history, Engage! Summits has successfully organized 43 sold-out conferences at premier luxury venues worldwide, accommodating over 7,500 attendees from 45 states and 35 countries. The brand has also made a substantial mark in the digital realm, garnering more than 100 million impressions across social media and related media platforms.
The conferences are designed to foster direct connections among business owners, a crucial aspect in today’s predominantly digital landscape. As Grinnals points out, “While virtual networking has its perks, nothing can replicate the richness of face-to-face discussions, especially for entrepreneurs.” She emphasizes the potential isolation of entrepreneurship, where constant digital communication can lead to feelings of inadequacy or doubt. “Building a community is essential,” she stresses, highlighting the significance of safe spaces for sharing experiences and best practices.
At events like the one in Tuscany, attendees from 22 different countries come together to collaboratively address challenges, reinforcing a shared commitment to serving their clientele effectively. “Discussing real-time scenarios with fellow entrepreneurs in person is irreplaceable,” Grinnals asserts, “and it’s essential for building robust and profitable enterprises.”
Looking ahead, the co-founders urge budding entrepreneurs with aspirations for event-centered businesses to pursue their visions relentlessly. “We were never shy about asking for what we needed,” Arce notes. “Our goal was to continually elevate each event. If you have a concept, outline it clearly and adapt as you go. Surround yourself with positivity and those who believe in your mission. The possibilities are truly limitless.”
Grinnals supports this by encouraging entrepreneurs to build informal advisory networks outside their immediate business focus. “It’s easy to concentrate solely on your direct competitors,” she explains. “However, developing connections with people who understand your business’s nuances from different perspectives can be transformative. Find a trusted circle for feedback and support.”
This article forms part of our ongoing Women Entrepreneur® series, shedding light on the unique journeys and achievements of women in business.
Source
www.entrepreneur.com