Better Events

In this episode, Logan and guest co-host Erin Leonard get into a question a lot of event pros have quietly wondered about: how do you actually break into big events? From trade shows like CES to the Olympic Games, they talk about how smaller companies and independent planners can find their way into large-scale, high-attendance events, what those opportunities actually look like, and how to position yourself to be part of a bigger team. If you've ever watched a massive event and wondered how to get a seat at that table, this episode is your starting point.
SHOW NOTES:
Purchase tickets for the 2026 Better Events Conference: https://bettereventspod.com/conference
Purchase our on-demand How to Start an Event Planning Business Workshop: https://bettereventspod.com/workshop

Connect with Erin Leonard:
Website: https://erinleonardevents.com/
Instagram: https://www.instagram.com/erinleonardevents/
LinkedIn: https://www.linkedin.com/in/%E2%9C%A8-erin-leonard-cmm-66155a59/
Learn more about the pod, Better Events Conference and more: https://bettereventspod.com/the-latest
Want our updated free run of show template? Download it here: https://bettereventspod.com/templates/p/run-of-show-template-free
THANKS FOR THE LOVE! Love this podcast? Please share with your event friends, tag us, and leave a review!
——
FOLLOW US ON INSTAGRAM:
@bettereventspod
@loganstrategygroup_events (Logan)
@epeventsllc (Mary)

In this episode, Logan and guest co-host Erin Leonard sit down with Shannon Werkhoven, a decade-plus event pro and venue sales manager at two iconic Live Nation venues, to talk about the one thing that separates planners who consistently book work from those who don't: personal brand. Shannon shares when she realized her own brand was actually working for her, what makes an event planner stand out from the venue side of the table, and the real difference between having a personal brand and just having a social media presence. If you want to be the planner clients think of before they even start searching, this episode is your roadmap.
SHOW NOTES:
Register for the 2026 Better Events Conference: https://app.swapcard.com/login/event/2026-better-events-conference/registration
Purchase our on-demand How to Start an Event Planning Business Workshop: https://bettereventspod.com/workshop
Connect with Shannon Werkhoven:
LinkedIn: https://www.linkedin.com/in/shannon-werkhoven
Connect with guest co-host Erin Leonard on LinkedIn: https://www.linkedin.com/in/%E2%9C%A8-erin-leonard-cmm-66155a59/
Learn more about the pod, Better Events Conference and more: https://bettereventspod.com/the-latest
Want our updated free run of show template? Download it here: https://bettereventspod.com/templates/p/run-of-show-template-free
THANKS FOR THE LOVE! Love this podcast? Please share with your event friends, tag us, and leave a review!
——
FOLLOW US ON INSTAGRAM:
@bettereventspod
@loganstrategygroup_events (Logan)
@epeventsllc (Mary)

In this episode, Logan and guest co-host Erin Leonard have the AI conversation that's been on a lot of event pros' minds but not enough of their podcasts. Erin came in with some honest hesitancy about AI, and rather than gloss over it, they dig straight into it. They cover where AI still earns its place in their workflows, where planners are leaning on it in ways that might actually be hurting them, and whether the pushback on AI is making face-to-face events more valuable. Whether you're an early adopter or have barely touched it, this one is for you.
SHOW NOTES:
Erin's Platform Sandals: https://www.oofos.com/products/womens-ooahh-plus-slide-sandal-black?variant=44307457179763
Logan's snackle box: https://amzn.to/3U5cY4g
Chelsea Fagan's Financial Diet - AI Newsletter: https://thefinancialdiet.beehiiv.com/p/what-we-should-worry-about-when-we-worry-about-ai?utm_source=thefinancialdiet.beehiiv.com&utm_medium=newsletter&utm_campaign=what-we-should-worry-about-when-we-worry-about-ai&_bhlid=3ecf9fae55fd7787d2209713a1593109b6ec868e&jwt_token=

Purchase tickets for the 2026 Better Events Conference: https://bettereventspod.com/conference
Purchase our on-demand How to Start an Event Planning Business Workshop: https://bettereventspod.com/workshop
Connect with Erin Leonard:
Website: https://erinleonardevents.com/
Instagram: https://www.instagram.com/erinleonardevents/
LinkedIn: https://www.linkedin.com/in/%E2%9C%A8-erin-leonard-cmm-66155a59/
Learn more about the pod, Better Events Conference and more: https://bettereventspod.com/the-latest
Want our updated free run of show template? Download it here: https://bettereventspod.com/templates/p/run-of-show-template-free
THANKS FOR THE LOVE! Love this podcast? Please share with your event friends, tag us, and leave a review!
——
FOLLOW US ON INSTAGRAM:
@bettereventspod
@loganstrategygroup_events (Logan)
@epeventsllc (Mary)

In this episode, Logan and guest co-host Julianne get into one of the most sustainable — and most misunderstood — growth strategies in the event business: referrals. They talk about what a referral-based business actually looks like in practice, what it takes to stay consistently top of mind with the people who send you work, and how to handle it gracefully when a referral isn't the right fit. If you're earlier in your career and wondering how to build referral equity when your network is still growing, this episode has a roadmap for you too.

SHOW NOTES:
Purchase our on-demand How to Start an Event Planning Business Workshop: https://bettereventspod.com/workshop

Connect with Julianne Read:
Website: https://eefundraising.com/
LinkedIn: https://www.linkedin.com/in/julianneread/
Instagram: https://www.instagram.com/julianneread/

Learn more about the pod, Better Events Conference and more: https://bettereventspod.com/the-latest
Want our updated free run of show template? Download it here: https://bettereventspod.com/templates/p/run-of-show-template-free
THANKS FOR THE LOVE! Love this podcast? Please share with your event friends, tag us, and leave a review!
——
FOLLOW US ON INSTAGRAM:
@bettereventspod
@loganstrategygroup_events (Logan)
@epeventsllc (Mary)

In this episode, Logan and guest co-host Julianne sit down with Jackie Baker, founder of Spark Events and co-founder of Event Pro Suite, for an honest conversation about pricing. Jackie shares the mistakes most event planners make without realizing it, where she landed after years of trial and error across flat-fee, percentage-based, and hourly structures, and what finally made her start charging what her work is actually worth. If you've ever undercharged, over-delivered, or struggled to raise your rates with long-term clients, this one is for you.

SHOW NOTES:

Purchase our on-demand How to Start an Event Planning Business Workshop: https://bettereventspod.com/workshop
Connect with Jackie Baker:
Website: https://www.sparkeventshq.com
LinkedIn: https://www.linkedin.com/in/jackiewoodbaker/
Instagram: https://www.instagram.com/sparkeventshq/
Facebook: https://www.facebook.com/sparkeventshq

Related Episodes:
Ep. #230 - When and How to Raise Your Event Rates Confidently: https://open.spotify.com/episode/0uVLTOY3lqRqxrnxNlWHXx?si=BOFMTQmrQd2cOGKMh0Bb3Q

Ep. #211 - Fractional CFO interview with Kelle Thorpe: https://open.spotify.com/episode/0plbiquoAHS5tpbFs0593K?si=Myft59dyQGiTmRNWl8Xukw

Ep. #147 with Jackie Baker: https://open.spotify.com/episode/3piq1gn938vKhNK39V4RFL

Connect with guest co-host Julianne Read on LinkedIn: https://www.linkedin.com/in/julianneread/

Learn more about the pod, Better Events Conference and more: https://bettereventspod.com/the-latest

Want our updated free run of show template? Download it here: https://bettereventspod.com/templates/p/run-of-show-template-free

THANKS FOR THE LOVE! Love this podcast? Please share with your event friends, tag us, and leave a review!
——
FOLLOW US ON INSTAGRAM:
@bettereventspod
@loganstrategygroup_events (Logan)
@epeventsllc (Mary)