Sophia Butler | Industry Feature

Tell us more about your company and your journey, what led you to this industry, and how you first get started building your business.

PROEVENTS JAMAICA, “Our Goal Is To Make You Shine” is one of Jamaica’s leading Event Planning and Management companies. We specialize in planning and managing Meetings, Incentive Trips, Conventions & Conferences, including international Conventions & Conferences, Exhibitions, luxury Weddings, and Destination Weddings. We also provide décor services for our clients who require only décor services.

We celebrate 10 years of operation here in 2023, having opened our doors in 2013. PROEVENTS JAMAICA is a woman-owned business.

I fell in love with event planning while working as the Sales Manager for Hilton Kingston Hotel, which was a corporate hotel here in Kingston up to 2012. As the Sales Manager I was assigned the major accounts, including government, the diplomatic community, as well as top corporate accounts. My task was to help the hotel’s clients achieve their event objectives. I also hosted travel agents from all over the world for familiarization trips to our property.

I worked at the Hilton Kingston from 2008 -2012. I exceeded all revenue targets and was nominated to Hilton’s Circle of Excellence. I also received certificates from Hilton Worldwide acknowledging my surpassing revenue targets etc. This was due to my passion to satisfy the needs of my clients and to assist them in designing their events.

While at the hotel, I noted that there was a niche for external event planners to work with clients looking to host events. I noted that most company planners had their regular 9-5 and needed support to plan their company’s events.

A change in my circumstances, saw me leaving the hospitality sector. With the encouragement and support of family and friends, I started PROEVENTS JAMAICA in the year 2013. I created a website, www.proeventsja.com, and created flyers advertising my business. 

While setting up PROEVENTS, I signed my first large client which would give me repeat business until 2022. I had over the years, developed a large industry network, and knew a lot of corporate people, which gave me the springboard to successfully launch PROEVENTS JAMAICA.

I would ask corporate decision makers for their business; I would get to know the doorkeepers; I would show them how my assistance as a planner would save valuable time that they could allocate to making revenue. Once the client sees value and benefits to their company, it is a win-win.

If you could go back and do it over again from the beginning, what would you have done differently?

The only thing I would have done differently, given my circumstances, would have been to start earlier!

What has been the biggest challenge that you faced and how did you overcome that?

As a woman heading a business in a male-dominated industry in my country, my challenge has been to get paid what I ask for. I have a great passion for planning and executing corporate meetings and events. Most female planners in Jamaica, prefer to work with brides, planning weddings. I went in the opposite direction, where I was primarily a corporate planner. I was taking on the logistics of conferences, marketing seminars, etc. I would find that in the first 5 years of my business, I would be requested by clients to discount prices. On researching my competitors, I would see what my male counterparts could ask for and be paid without discounting prices. This was concerning to me, However, I found that experience gains respect.

Overcoming that challenge has been my years in the industry. I have gained the respect of clients and colleagues through the quality of my work and the projects, including international projects, that I have managed and executed flawlessly.

When you have a body of work that speaks for itself, then it will silence the naysayers. I find that now I have earned the right to set my prices and I am now paid what I ask to be paid. I (PROEVENTS JAMAICA) am now the sought-after event planner for international conferences and prominent organizations in Jamaica.

What do you think are the most important qualities of a successful entrepreneur?

• Self-belief – There won’t be many cheerleaders starting on your entrepreneurial journey. There will be naysayers even among your family and friends. No one knows you better than you, it’s your dream, so go at it with all you have, with the confidence that you can achieve your dreams. So having confidence in one’s abilities is key to succeeding.
• Resilience – The life of an entrepreneur is not always easy. There will be setbacks twists, and turns along the way to your dreams. The key is to never give up. Have a cry if you must, take a break but never giving up is key. The hard work will eventually pay off and it’s a great feeling!
• Humility – Being able to accept failure on the road to success. Sometimes failing in front of others. Understanding that failing is often a part of the journey to winning. It takes humility to accept losses and defeats in front of others and to smile and go again. For example, you may not win that bid you wanted but you keep going.
• Customer Service – Understanding that your clients have choices and that the fact that they chose to give you their business, It is on you to go above and beyond to deliver a wow experience
• Relationship sales – Build relationships with clients and they will keep coming back and refer others to you. When something goes wrong, they will work through the situation with you because of a solid relationship built on trust.
• Providing value for money – There is no need to be the cheapest, once you can show the client the value of your service and price fairly, the client will pay to have the service.

What are some of the most important factors for running a successful business?

• Understanding that without the customers there would be no business, treat each client with respect and dignity.
• Brand Reputation
• The right team where everyone understands the value of their role
• A Marketing Plan to support Sales
• Integrity – delivering on your brand promise to each client.
• A good network of industry supporters that you can call on.
• Being able to pivot and adjust your business to meet changes occurring in the industry or in your country or even the world.
• Budgeting & revenue projection & pipeline

How do you feel the use of technology has helped the growth of your business?

We live in a technologically savvy world. So much has changed over 5 years. The Covid-19 The pandemic made us even more reliant on technology. It is here to stay.

‍

Platforms such as Zoom & Google Meet have saved me time and money when it comes to traveling for meetings with clients, especially planning meetings. Planning software and software for creating room layouts are very helpful.

‍

Software that helps me to organize my day, Google Drive, Google Sheets, Email Marketing, websites, social media marketing, and Pinterest for inspiration, make the lives of event planners way easier! Social Media and my website have been key marketing tools that drive the revenue of my business.

What are some helpful tips for first-time and aspiring entrepreneurs in the industry?

• There is enough for everyone, so carve out your niche. Once you have a specialty, persons will find you for that service.
• Event planning & event management is hours, weeks, and months of hard brain work, which then translates to physical labor. You must ensure that you are passionate about the role so as not to lose enthusiasm.
• Know how to pace yourself so as not to suffer burnout.
• Keep learning, keep working on improving your craft until you achieve mastery of it so you can then inspire others.
• Attend industry expos etc. to stay on top of industry trends.
• It is an industry that can be rewarding financially, the key is to never quit on your dreams.
• Become so good that you can’t be ignored.

Thank you!

‍

Ms. Sophia Butler

CEO – PROEVENTS JAMAICA

“Our Goal Is To Make You Shine”

Email: Sophia.butler@proeventsja.com

‍Website: proeventsja.com

‍IG:@proeventsjamaica

Tel: (876) 886 1774