Sometimes the best careers start completely by accident. For Stephanie Sadri, Director of Meetings & Events at the American Craft Spirits Association (ACSA), what began as being in the "right place at the right time" on the supplier side evolved into a fascinating journey through the complex world of nonprofit event planning. Her story offers invaluable lessons for planners navigating everything from astronomical AV costs to 700-pound icicles crashing through ballroom ceilings.

Yes, you read that correctly. But we'll get to that.

The Accidental Event Planner Who Found Her Calling

Sadri's eight-year stint on the supplier side wasn't just about learning the ropes—it was about understanding events from every possible angle. From catering at an NFL stadium to managing operations at a Contemporary Art Museum and two vastly different hotels, she built the kind of operational knowledge that most planners spend years trying to acquire.

"Someone took a chance on me and I am so thankful," Sadri reflects. That gratitude transformed into expertise when she joined HelmsBriscoe, where she combined her operational background with professional training to work with clients across diverse sectors—from incentive groups to medical conferences, religious gatherings to nonprofit organizations.

When ACSA became her client in 2017, it was the beginning of a partnership that would eventually lead to her joining the team full-time in 2022. Now, she's navigating one of the most unique—and challenging—niches in event planning.

Pro Tip: If you're starting your event planning career, don't dismiss "unconventional" entry points. The operational knowledge gained from supplier-side experience provides invaluable perspective that can set you apart from planners who've only worked on the planning side.

The Unique Challenge: Planning Events in the Alcohol Industry

Here's where things get interesting. ACSA isn't your typical association—they're in the alcohol business, which means Sadri faces regulatory hurdles that most planners never encounter. Navigating special permitting, working with state regulators to ensure legal compliance, and the particularly "scary ask" of bringing in their own alcohol to venues creates a planning landscape that requires transparency, creativity, and nerves of steel.

"It's not a traditional ask of donated product for a reception," Sadri explains. "Rather education and industry knowledge based." Her approach? Radical transparency from the very first conversation with potential venues. By being upfront about these unique requirements, she finds partners willing to understand that ACSA's needs differ significantly from standard event protocols.

Beyond regulatory challenges, the association's convention requires substantial exhibit space for heavy manufacturing equipment—not exactly your typical conference setup. For a nonprofit working with members' money, every decision carries the weight of stewardship and fiscal responsibility.

This brings us to one of the most universal challenges in event planning: budget management.

The AV Avalanche: When Technology Costs Threaten Your Budget

If you've planned events recently, you know the pain: AV costs have become the boogeyman of event budgets. Sadri identifies this as one of her biggest financial challenges, and she's far from alone.

Industry data reveals that 65% of planners face high AV expenses, with 55.4% expecting AV costs to rise by over 20% in the near future. Event planners typically spend nearly 8% of event budgets on AV alone, with costs post-pandemic being described as "astronomical," "ridiculous," and "unreasonable."

So how does Sadri tackle this industry-wide crisis? Her strategy is refreshingly practical: education and partnership.

"It's hard to explain the magnitude of AV's effect on an event. You can't eat AV!" she notes with characteristic humor. Her solution involves walking through proposals with AV partners in meticulous detail, ensuring she understands exactly what's being provided. She recalls a recent example where a provider pointed out that screens were different sizes—the kind of detail that can make or break both the budget and the attendee experience.

Working closely with ACSA's education team, Sadri ensures they're ordering exactly what they need—nothing more, nothing less. It's a collaborative approach that prevents both overspending and the nightmare scenario of discovering you're missing critical equipment on event day.

Pro Tip: When reviewing AV proposals, don't just look at the bottom line. Request itemized lists with equipment specifications, and have your AV partner walk you through each element. Understanding the "why" behind each piece of equipment empowers you to make informed decisions about where to spend and where to save.

The RSVP Revolution: Using Data to Control F&B Costs

With 75% of planners grappling with food and beverage cost overruns, Sadri implemented a simple but effective solution: collecting RSVPs for specific events, including awards luncheons. This seemingly basic step has helped ACSA keep F&B spending more aligned with actual needs rather than hopeful estimates.

This data-driven approach reflects a broader trend in the industry. 93.5% of event planners identify attendee satisfaction as the most important metric to measure ROI, with post-event surveys used by 76.1% and attendance numbers tracked by 71.7%. Sadri's focus on collecting real-time data about attendee intentions helps prevent the twin evils of event planning: over-catering (wasted money and food) and under-catering (hangry guests and social media nightmares).

Building an Event Tech Stack on a Nonprofit Budget

When resources are limited, the right technology can be a game-changer. Sadri's tech stack is deliberately streamlined, focusing on tools that deliver maximum value:

Constant Contact handles surveys and email communications—crucial for gathering the feedback that drives decision-making. Survey data informs everything from event timing to education content and overall goals.

Asana keeps the team organized. As the only events person in a small organization, Sadri has created processes within Asana to ensure maximum efficiency. With event apps growing in usage by 23% and 85% of event planners using event registration software Swoogo, Sadri's lean approach demonstrates that you don't need every tool on the market—you need the right tools for your specific needs.

The association also partners with companies that conduct industry-specific surveys, adding layers of insight without requiring ACSA to build every data collection mechanism in-house.

Pro Tip: As a small team or solo planner, resist the temptation to adopt every new platform. Choose tools that integrate well together and solve your biggest pain points. A simpler tech stack that everyone actually uses beats a comprehensive suite that overwhelms your team.

Creating Connection: Networking Strategies That Actually Work

Here's where Sadri's approach gets particularly innovative. Forget stiff networking sessions where introverts awkwardly clutch drinks while extroverts dominate the conversation. ACSA has cracked the code on creating networking opportunities that work for everyone.

Their strategy? Events that don't require special skills or equipment but create natural opportunities for interaction: putt putt, ping pong, and pickleball. These activities allow people to participate if they want or simply watch and network while others play.

"It gets people moving and creates a fun environment, especially when you find out peoples' secret skills," Sadri explains. The approach also ensures plenty of seating and spaces for people to sit down and meet—recognizing that not everyone networks best while standing in circles.

This strategy aligns with industry findings that 81% of attendees are most interested in networking with experts at events while 68% enjoy meeting new contacts generally, and 50% of attendees agree that in-person B2B conferences provide the best networking opportunities.

ACSA also organizes focused meetups around specific roles and issues, creating targeted networking opportunities that help members connect with others facing similar challenges. With 82% of event planners considering attendee engagement one of the most critical metrics for measuring event success, these thoughtful networking strategies directly impact the overall success of ACSA's events.

Pro Tip: When planning networking activities, choose options that create natural conversation starters without requiring everyone to be athletes or performers. Activities with low barriers to entry but high entertainment value give attendees multiple ways to participate—whether actively competing or cheering from the sidelines.

The Icicle Incident: Crisis Management in Action

Every event planner has horror stories, but Sadri's takes the (literal) cake. Picture this: a 700-pound icicle crashes through the ballroom ceiling just one week before a major show, destroying two out of five sections of an already maxed-out space.

"We had to pivot from plated meals to grab-and-go and theatre style. It was wild!" Sadri recalls. The incident exemplifies the kind of crisis that can't be prevented but must be managed with speed, creativity, and partnership.

Her approach to emergencies? Lean on partners—venues, hotels, general contractors—and have clear plans for how everyone will react to various situations. While you can't predict every crisis (who budgets for ice missiles?), you can build relationships with vendors who'll go to bat for you when disasters strike.

With Meeting Professionals International projecting that event-related expenses will increase significantly, primarily due to rising costs in food and beverage, labor, and accommodations, having partners who'll work with you during crises becomes even more valuable. These relationships can mean the difference between canceling an event and successfully pivoting to a workable solution.

The Communication Framework: Keeping Everyone on the Same Page

In an industry where 40% of planners cite budget management as a top challenge and 49% struggle with juggling deadlines and schedules, Sadri's communication strategy provides a model for keeping stakeholders aligned.

Her system includes:

• Bi-weekly meetings with the convention committee to ensure planning stays on track
• Bi-weekly internal event calls to coordinate the small team
• Regular reports to the board of directors providing constant updates on progress

For an association with a board that needs to sign off on decisions and a CEO involved in the approval process, this cadence of communication prevents surprises and ensures everyone remains informed. It's especially critical when planning conventions that require coordination with legal teams and state regulators.

Measuring Success: KPIs That Matter for Nonprofit Events

With 81% of nonprofit donors attending fundraising events, measuring the success of these gatherings goes beyond simple attendance numbers. Sadri focuses on two primary KPIs:

Survey results provide qualitative and quantitative feedback about the attendee experience, content relevance, and overall satisfaction. These insights drive improvements for future events.

Budget goals ensure fiscal responsibility and demonstrate effective stewardship of members' resources—a critical consideration for nonprofit organizations.

Industry data shows that cost is the most important KPI for measuring event success among planners, with attendance (31%), attendee engagement (28%), ROI (28%), and positive attendee feedback (27%) following closely behind.

For ACSA specifically, success also means creating opportunities for the craft spirits community to collaborate and interact. As Sadri emphasizes, "We take bringing and elevating our community together seriously and the forefront, and that is what drives our events."

Pro Tip: Your KPIs should reflect your event's unique objectives. For nonprofits, this might include donor acquisition, volunteer recruitment, or mission awareness alongside traditional metrics. Define these success measures before the event, not during your post-event debrief.

The Post-Event Process: Closing the Loop

Sadri's post-event ritual is refreshingly straightforward: surveys and debriefs. She conducts separate debrief sessions with the convention committee and internal team, capturing insights while they're fresh and identifying opportunities for improvement.

With 71% of event planners using online surveys to keep attendees' attention and 66% of event managers using thank-you emails for post-event engagement, this systematic approach to gathering and acting on feedback creates a continuous improvement cycle.

The documentation also serves a crucial archival purpose. For annual events, these records become invaluable references, preventing teams from reinventing the wheel and helping new team members understand what worked (and what didn't) in previous years.

Advice for Aspiring Event Planners: Build Your Network

When asked what advice she'd offer to someone starting their career in event planning, Sadri's response is emphatic: "Network! Meet as many people as possible and keep in mind you never know where someone is going to end up."

She emphasizes the collaborative nature of the events industry: "Ask for help, we are a pretty open and helpful community and want all of us to succeed."

With 46% of organizers finding their current networking opportunities to be highly effective in helping attendees build meaningful connections, the industry clearly recognizes the value of professional relationships—both for planners and their attendees.

This advice is particularly relevant given Sadri's own career trajectory. The person who took a chance on her early in her career set her on a path that led to expertise in one of the most unique niches in event planning. Those connections—from HelmsBriscoe to ACSA and countless vendors in between—form the foundation of her success.

Streamline Your Event Planning with Hopskip

Managing complex events like those at ACSA—with unique requirements, tight budgets, and multiple stakeholder approvals—requires tools that simplify rather than complicate the process. Hopskip is the venue sourcing and RFP management platform designed specifically for planners who need to do more with less.

Whether you're navigating special permitting requirements, comparing multiple venue options for board approval, or trying to keep track of countless vendor proposals, Hopskip streamlines the entire venue selection process. Our platform connects you with vetted hotels and venues while giving you complete visibility into your RFP process—no more drowning in spreadsheets or losing track of proposal details.

Get started with Hopskip for free today or book a demo and discover how the right tools can transform your event planning process from overwhelming to organized.

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