Aron Schlagman is the owner and Creative Director at Whitepaper Event, a company located at various locations around the world – wherever his clients need him to be. Here we discuss in detail how Aron got into the even design business and his very specific approach to his prestigious clients…
We consider ourselves to be ‘Event Architects’, creating exceptional event design, production and management for both private and corporate events in the UK and worldwide…”
Aron Schlagman, Whitepaper Event
C&B: “Aron, congratulations on being named one of the CITY & BEACH LIFESTYLE ‘TOP 10 INTERNATIONAL EVENT DESIGNERS 2024’! Please let our readers know what inspired you to get into event design – was it your first career?”
AS: “Believe it or not, I started my work life as a plumber first having completed a three year apprenticeship then working late in to the night trying to fix dripping taps! I was extremely lucky to have been approached for an event manager role within a company, managing an event space in North London – the owner of the company took a chance on me when I had no experience at all, to speak of! Twenty-five years later, and here we are…”
C&B: “That’s an amazing run because, for any business, even getting through the first five years can be a struggle – plus there are many, many event planners out there! What would you say is the secret to your success, your USP, or your ‘signature’ that clients are drawn to?”
AS: “In one word? Creativity. Whilst not looking to reinvent the wheel – potentially making life difficult for ourselves – we approach each event like it it’s our first. We aim to create something fresh and new for each event and ensure that – whatever the budget – there’s value at every touch point…”
C&B: “We understand that’s really important… for example, to have a standard system of organisational protocol always in place behind the scenes but also to keep the design and ambience entirely innovative and new. Many guests attend similar events in the same social circles, so it’s vital to keep giving ‘wow factor!’ What profile of client is typically drawn to your brand, and why?”
AS: “Outside of the creative side to our work, we pride ourselves on our client relationships; together with the transparent way in which we approach our business, we place the relationship with the client above all else…”
We’re extremely lucky to have the majority of our business come through word of mouth referrals and this in part I feel, down to how we treat our clients, the investment we make in ensuring that they are our top priority and going out of our way to exceed their expectations…
Aron Schlagman, Whitepaper Event
C&B: “What’s your typical event that clients come to you for, or is it very varied? Weddings, launches, celebrations, parties, dinners…?”
AS: “There’s no such thing as typical for Whitepaper Event; in any given week, we might find ourselves working on multitude of different projects – weddings, birthdays, corporate conferences and launches. We deal with last minute requests as well but mainly work as far ahead as two years, or more, depending on the event…”
“Most of our work has a lead time of 9 – 12 months although we have seen a number of events confirm with shorter lead times and there have been occasions that we’ve needed to pull 150 person events together with 6 days notice (thank you Covid for that!)”
C&B: “Yes, the times of Covid we can only put down to life’s rich experience – and one that’s best forgotten – but, if you can survive that period then you can survive anything! For you, over the years, which is the most memorable occasion you’ve planned?”
AS: “For obvious reasons, each event is memorable for the people for whom we are planning it. It’s also not to say that the largest and most expensive are those that are most memorable…”
C&B: “Agreed! Small, intimate, occasions that have an emotional aspect are often the most memorable – for example, engagement dinners or surprise birthday parties…”
AS: “Yes – and with regard to weddings, given the length of time we work with the client in the lead up to the event and the level of detail that goes into the planning, there’s something special when a bride sees the space for the first time and can’t contain her tears…”
C&B: “Aside from the (should be unmentionable!) COVID era, what are the biggest challenges you face as an event designer?”
AS: “Whilst we’ve been in the business over twenty five years, there’s a wide range of individuals and companies referring to themselves as ‘event planners’. Educating a client, when you first meet them, as to why you differ from everyone else on the market is a challenge. Aiding them in understanding the role we play in the planning of every aspect of the event and the priceless value this brings is, sometimes, a struggle…”
The planning of an event is like opening night at the theatre with a cast of hundreds and zero rehearsals…”
Aron Schlagman, Whitepaper Event
C&B: “Yes, put like that, it’s a terrifying thought – clients really can’t afford to cut corners and take risks like that when it comes to a significant occasion!”
AS: “Why would you want to work with an inexperienced team when the stakes are so high? We appreciate that there’s a cost associated to working with a planner at the level we are at – but the value of that service can’t be truly measured until the last guest leaves the venue and we are all able to look back and really appreciate the value that’s been given…”
C&B: “Yes, it’s only afterwards when a combination of gratitude and relief set in that the client realises it’s all been worthwhile – these fantastic memories last a lifetime and a price can’t be put on them. The impact is heightened even further if the special occasion is hosted overseas…”
AS: “Yes, we’ve worked in The U.S, Ireland, Ibiza and Switzerland to name just a few destinations; interestingly, whilst possibly romantic, fun and certainly challenging, we make sure to fully explain to any client who is thinking of hosting an event overseas, the obvious – and sometimes not so obvious – considerations for themselves and their guests when thinking of doing so…”
C&B: “Assuming you’re talking about language barrier, travel and accommodation costs, etc? If so, agreed, these can all add up significantly for both the host and the guest… and then if you add in a theme, there are all the decorative installations and costume hire expenses. Do you often organise themed events?”
AS: “Ah! We do… and, we don’t! When creating a theme, we tend to look for the essence of that theme rather than a direct copy of it. The reality of a theme is that there needs to be a certain financial commitment to the design in order to do it properly and better not to do it that try and miss by some big margin. There are the more obvious ways to do a given theme, the real difference is the detail you are able to go in to in order to bring it to life…”
C&B: “Absolutely – there’s little point in doing anything unless it’s going to be done well. What would you say are the key factors to creating a seriously good event?”
AS: “People. Simple as that. It sounds corny and of course, we’re a design team that wants to make the space look amazing – but without the right set of guests, nothing else will matter…”
C&B: “This is so true – and then it’s important to have the right vendors in place ie caterers, entertainment, lighting specialists, etc…”
AS: “Yes – we work with a multitude of different suppliers in each area. Part of our job, both in terms of requirement, style and of course budget, is to make sure we are making the right recommendations to our clients. There’s no point making suggestions to a client that, when they find out the costs, are so obviously unrealistic. That reflects negatively on us and only annoys the client. If none of our initial suggestions work for the client, we simply find others. In an ideal scenario, we’d have an unlimited budget where we could make all the client’s wishes come to life – that would be the ultimate dream for Whitepaper Event!”
CONTACT: http://www.whitepaperevent.com
