Edith Venter built her reputation in the event planning industry long before “events” even became an industry. What began with charity work evolved into a career defined by her unshakeable work ethic and incredible sense of occasion.
There is a reason why an Edith Venter event is called an “Edith Venter Event” In this interview, Edith speaks candidly about staying relevant in a shifting industry, the lessons she learned along the way, and what truly goes into creating moments people remember.
Here’s the woman who warns her clients to expect the unexpected!
Edith Venter: Socialite turned businesswoman
The Edith Venter name is synonymous with prestigious social and corporate events. How did you evolve from socialite and philanthropist to become a successful businesswoman and event planner?
I must say that I have never been wild about the “socialite” handle, but my work for charities and organisations is something that has always been close to my heart, and I will continue to do that as long as I am able to.
The evolution was related to the evolution of my life. I woke up one day to find that I was a single mother, and apart from my charity work, I wanted to do something for me, something I could be proud of.
Edith Venter Promotions was born, and I have never looked back, as it has kept me busy and active.
How do you reinvent yourself to stay relevant in an industry famous for reinvention?
In the event business, you have to stay relevant. Through COVID, the country lost many wonderful event-related businesses. When we saw what was going to happen and that all live events were going to be cancelled, we immediately looked at how we could still do “events” but on a remote basis.
Being quick on the uptake helped us to survive, and thankfully, we are still here today. We also keep an eye on what is new from a technical, decor, catering, etc, and make sure we also listen to what the client wants.
What has event planning taught Edith Venter about leadership and longevity?
I do believe the defining moment in my life was when I went into a partnership, and it turned really bad, and the person brought an interdict against me and stopped me from using my name. Very scary.
It was then that I realised the value of the service I had given to my clients over the years, as they immediately said that as soon as the issue was sorted, they would continue to do business with EVP as they had never been let down.
Fortunately, because it was a money-based issue, it was sorted, and I went back into doing what I love and went on even stronger than before.
Edith Venter’s approach to exceptional corporate events
What is Edith Venter’s approach towards successful event planning?
When I started my business, I always said that I would never become boring and offer my clients “soggy sausage rolls and a warm glass of wine”.
The event business has been given such a bad name by many event companies that don’t deliver on promises, and the opportunity for the client to make that wonderful impression is lost.
You really only have one chance to make sure it is perfect. There are no do-overs!
Therefore, we are careful to listen to the client’s needs, make sure that when we give them the proposal and budget, we have included what their main aims are for their event and then offer so much more that they might not have thought of. We never over-promise and under-deliver, which is sadly what so often happens.
Our bylines are “Image is Everything” and “Expect the Unexpected”.
Guests have to go home, looking forward to the next one.
How to plan memorable corporate events when the industry can be unpredictable?
My main clients are in the corporate sector and luxury brands. Their brands need to be treated like gold so they never suffer embarrassment around anything that we do for them.
We will only use the most reliable suppliers and make sure everything is managed to the last detail. I am always present as I am very detail-oriented and I make sure every event is a perfect event.
What career advice does Edith Venter give to new event planners?
I always smile when a “new kid on the block” says to me they want to be an event organiser because it looks so glamorous and life is one long party.
They could not be more wrong. It requires major organisational skills, and if these are not in place, things will go badly wrong. This means months of hard work and planning, and by the time the event comes along, and after the set-up and execution, you have very sore feet and are exhausted.
I never eat or drink alcohol at my events as I want to make sure I look professional all the time and have my eye on the programme, and that all is on time.
There is nothing worse than starting late and then dragging out the evening so that guests start to leave before the end.
Lessons in authority: Edith Venter’s advice for new event planners
In a market saturated with “event planners,” what makes an “Edith Venter Event”?
Never overpromise, keep it simple but fabulous and make sure you stick to the programme. Also, make the client feel that you have over-delivered and not been greedy with their budget. Trust is hard-earned. I have had clients for many years, and I am often recommended because of the great experience my clients receive. I also make sure that, no matter how difficult or stressful, I will always have a smile on my face.
What advice would Edith Venter give future corporate or luxury event planners?
It is not going to happen quickly – they say a new business takes 2 years to build, so be prepared to work very hard and know that you will be working late hours and over weekends.
Always deliver on your promises.
Has Edith Venter’s definition of success changed over the years, and how?
Not really – I have laid a good foundation, and clients know the service I deliver. Why try to fix something that is not broken? However, also make sure you never become boring.
After decades of successful event planning, what has the business of celebration taught you about leadership, success, and life itself?
It will take a toll on your personal and family life because of the business hours. You need to make sure that your partner understands what you do and supports you. I am happily single, which does help as I do not need to worry about that aspect. My clients also know that nothing is too big or too small, and sometimes there are lots of “last-minute.com” requests. I never say “no”.
