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The education program at the 2013 Idea Factory was packed with new ideas, information and training to keep you competitive in today’s event environment. Industry experts from around the world shared their ideas, insights and expertise to enhance your skills and put you ahead of the competition.



Fearless Growth for Today’s Business
Chris Evans, Bridal Business Consultant, Trainer, Evans Sales Solutions, LLC, Moorpark, CA

Pop Culture & Events: Trends, Topics & Truths
Milena Santoro, CMM, CMP, PIDP, President & CEO, MS Productions, Edmonton, Alberta

You Are Not Special…. But You Can Be!
Connie Riley, CSEP, CMP, Vice President, T. Skorman Productions, Inc., Orlando, FL

The Destination Wedding Hot List
Kevin Covey, Owner, Kevin’s Parties, Co-Owner Destination Wedding Gurus;
Laurie Davies, Owner, Five Star Weddings & Events, Co-Owner Destination Wedding Gurus;
Natalie Vishny, Owner, Swellegant EventS, Co-Owner Destination Wedding Gurus

Capturing Corporate Business in 2013
John Daly, CSEP, President, John Daly Inc. and The Key Class, Santa Barbara, CA

Make It Happen:  How to Thrive in a Tough Economy
Filomena Felix, VP of Sales; Larry Green, CEO; David Price, VP of Product Development Rentals Unlimited, Stoughton MA

Legal Issues in Social Media: The Event Professional’s Guide
Katy Carrier, Founding Attorney/Principal, Carrier & Associates, Los Angeles, CA

Weddings Through the Decades

Hillary Harris, Executive Director of Special Events, Warner Bros. Entertainment Group, Burbank, CA

Projection Mapping: The New Frontier
David Corwin, Founder/Creative Director, Megavision Arts, Santa Monica, CA

The Experience Imperative
J. Damany Daniel, Chief Imaginator, The Event Nerd, Dallas, TX

Boost Your Profitability: Tricks of the Trade
Matt Allen, President, MMD Events, Tampa, FL

Cultural Infusion:  How to Create Unique Wedding Designs With Ideas from the Global Diaspora
Therese Cole-Hubbs, Creative Designer & CEO, Electric Karma International, Houston, TX

ES General Session with Dina Manzo

Growing Your Business Through Stronger Client Relationships
Howard Givner, Executive Director Event Leadership Institute, Scarsdale, NY

How to Create Events with Good Taste: Design Events that Taste Good!
Michelle Nowak, Event Producer, Good Gracious! Events, Los Angeles, CA

Bridezilla Revisited: Dealing Tactfully With Difficult Brides and Clients 
J.P. Reynolds, JPR Weddings, Sherman Oaks, CA


High-Logistic Events: Innovation, Not Aspiration
Stuart Katzen, Director, Eventify, Sydney, Australia

From the Drawing Board to the Execution: An Event Building Workshop.  
Bettina Wolpow, Executive Producer, TinaBettina & Co. Branded and Experiential Events, Longwood, FL

Bridging the Gap: Strengthening the Relationship Between Vendors and Venues
Kevin Dennis, Owner/Founder, Fantasy Sound Event Services, Livermore, CA

The Luxury Bride Demystified
Wendy Dahl, Wedding Coordinator, Business Strategist, Chic Productions, Huntington Beach, CA

Amazing Centerpieces
Bisli Vazquez, Owner, Bisli Event Services, San Antonio, TX   

Inside-Out: A Corporate Planner’s Toolbox for Working With Outside Partners
Kelly Dolan, Event Manager, Avedro, Easton MA
Kristjan Gavin, CMP, President, In Good Company Events, Inc., San Ramon, CA 

Trend Setters, Trend Hoppers and Trend Watchers
Sharon Dexmier, President, Napa Valley Linens, Emeryville, CA

I Don’t Speak Lumen: A Meeting Pro’s AV Survival Guide
Midori Connolly, Chief AVGirl, AVGirl Productions, San Diego, CA
Jessica Levin, President, Seven Degrees Communications, Edison, NJ

X to the 5th Power: Creating Extraordinary Experiences
King Dahl, Executive Director of Event Design, MGM Resorts Events, Las Vegas

Sales and Social Skills
John Daly, CSEP, President, John Daly Inc. and The Key Class, Santa Barbara, CA

Using Video Technology to Extend the Life of Your Corporate Event 
Scott Frankel, President, Animatic Media, LLC, Hicksville, NY

Setting Your Table to Better Serve Same Sex Couples
Kathryn Hamm, President, GayWeddings.com, Arlington, VA

What Is Your Perfect Egg? Pros and Cons of Starting a “Lite” Version of Your Creative Business
Sean Low, President, The Business of Being Creative, New York, NY

Go Global! How to, When To and If
Andrea Michaels, President, Extraordinary Events, Sherman Oaks, CA; Dior Yarwood, Senior Account Executive, Extraordinary Events, Sherman Oaks, CA

The Social Referral Factor: How to Ignite a Sales Explosion 
Jody Murphy, CEO/Founder, Expect Referrals, Orlando, FL; Michelle Bergstein, Fontanez, Marketing Maven, Event Industry Marketing by BeatCreative, Orlando, FL

Attraction Marketing: How to Double Your Wedding Business in 12 Months
Chris Evans, Bridal Business Consultant, Evans Sales Solutions, LLC, Moorpark, CA

Transforming Classic Design into Contemporary Soul
Evan Carbotti, Partner; Jordan Carbotti, Partner, Perfect Surroundings, Newport, RI

The Ultimate Critical Path
Milena Santoro, CMM, CMP, PIDP, President & CEO, MS Productions, Edmonton, Alberta

Demographics are Dead: How to Utilize Psychographics
Daniela Ferdico Faget, Psy.D, Cerebral Artisan, Bella Signature Design, Bainbridge Island, WA

Public Relations for your Business:  Get Published and Get on TV
Stacie Francombe, Founder & Editor-in-Chief, Inspire Smart Success, Atlanta, GA

Balancing Analytical & Creative Solutions
Ami Cervin, Meeting & Event Planner, Aimia, Inc., Plymouth, MN

You are Worth It! Raising Your Prices Painlessly
Gretchen Culver, Owner & Lead Planner, Rocket Science Weddings & Events, Minneapolis, MN

Panel Discussion
“Altared” Marketing for Wedding Professionals: Custom Tailoring Your Campaign

Moderator : Liese Gardner, Mecca Communications
Panelists: Kylie Carlson, Rhonda Couchigian, Eddie Zaratsian


Edit and Innovate: A New Perspective on Floral & Event Design
Eddie Zaratsian, Creative Director, Eddie Zaratsian Custom Florals and Lifestyles, West Hollywood, CA

Panel Discussion
Fair Trade: Ethical Practices

Moderator: Rrivre Davies, Owner, Rrivre Works, Los Angeles, CA

Using Pinterest, LoveIt and Other Tools to Empower Your Community and Businesses
Brit Bertino, CSEP, Owner / Director, Event Excellence, Santa Monica, CA

Way Beyond Wedding Food: Irresistible New Menu and Presentation Concepts
Dan Hoch, Senior Event Producer, Feastivities Events, Philadelphia, PA

Our Business is Show Business
Lenny Talarico, CSEP, Director of Events, MGM Resorts Events 

Bring Bling to Your Events—on a Budget
Lisa Gentilin, PhD, CMP, President, Fancy Shindigs, Inc., Castro Valley, CA

You Win When You Measure 
John Scrofano, CEO, OneWed, Seattle, WA

Stylizing Unique Weddings for Every Bride
Robin Selden, Executive Chef and Managing Partner; and Jeffrey Selden, Managing Partner, Marcia Selden Catering & Event Planning, Stamford, CT

Event Alchemy: Turning Intangible Concepts Into Real Design
David Merrell, President /Creative Director, AOO Events, Inc., Los Angeles, CA

Marc the Moment: The Power of Design Communications for Creating Memories
Marc Friedland, Founder/Creative Director, Marc Friedland Couture Communications, Los Angeles, CA

The Psychology of the Guest
Andrew Larris, Creative Visionary, NYX Entertainment and Events, Washington DC


Conversations That Close: Create a Signature Sales Conversation That Makes Brides Buy
Wendy Dahl, Wedding Coordinator, Business Strategist, Chic Productions, Huntington Beach, CA


Secrets from the Queens of Tent Décor 
Kelli DuBeau & Casey DeLeone, Exquisite Events, Narragansett RI
David Price, Rentals Unlimited, Newport, RI

Event Branding – Beyond Logos & GobosTM         
Jack Weiner, Owner and Bonnie Bauman, Operations Manager, Kool. Event Furniture + Illuminated Décor, Phoenix, AZ

The Power of Partnerships         
Bonnie Fedchock, CAE, Executive Director, NACE, Columbia MD
Michael Testagrossa, CPCE, CHE, Associate Director of Weddings and Events at RAVELLA
, Henderson, NV

4 Keys to a Successful Negotiation 
Lisa Gentilin, PhD, CMP, President, Fancy Shindigs, Inc., Castro Valley, CA

Events Risk Management
Bill Werner, Associate Professor, UNLV College of Hotel Administration, Las Vegas, NV

Designing for Today’s Bride
Karen Tran, principle of Karen Tran Florals and Events, San Diego, CA

ES Closing Session with Colin Cowie
End a great week at our Closing Session. We’ll announce the winners of our Tabletop Contest, including the Tutera’s Pick award, and the Boxed Lunch and Buffet Contest winners. Event expert Colin Cowie will take the stage and share some final shots of inspiration from some of his own over-the-top events.