Today we’d like to introduce you to Shelly Danz.
Shelly, please share your story with us. How did you get to where you are today?
I’ve always loved working with people, socializing, and helping others. Public relations seemed a natural fit for my interests and talents. When I graduated from college with a degree in PR, I planned to work in that field. But it was the early nineties, and although I was armed with a great internship, education and attitude, nobody was hiring.
The PR firm where I was interning couldn’t bring me on staff but referred me to a start-up company that needed support. This new company helped people find their career direction. They needed help with execution. I hit the ground running as the only employee behind the two owners! I wore every hat necessary but found I had a real talent for planning events, which included training sessions and recruitment programs. I enjoyed it and continued working in this arena for almost a decade, getting married and starting a family during that time. With the birth of my second child, I left my full-time role and moved into planning events as a volunteer. Whether it was a school function or a community gathering, I treated each event as if I had been professionally engaged to plan it. It was just in my DNA.
One day, I saw a job opening notice about a role at the Marcus Jewish Community Center to run programming in the North Metro Atlanta area. This was new for the organization, going OTP, so to speak, and it looked interesting. I forwarded it to a friend who was looking for a flexible job. She returned the email to me with the note, “This sounds more like a position for you!” I wasn’t thinking about getting back into the official working world back then. But sometimes opportunity knocks, and it takes a friend to tell you to open the door!
I got the job and started creating events for this new area of town, including the creation of an expo designed to help parents plan their children’s bar and bat mitzvah celebrations. Once I had planned a few of those expos, parents started contacting me looking for advice on the best party DJ or who to hire as a caterer. I was so connected to the celebration vendor community in Atlanta, it was natural for people to look to me for more help. I realized that this was a huge need in the metro area, and I could expand it and make it an event through which a family could find everything they needed to plan their bar mitzvah weekend in just one day.
I decided to go out on my own to start Atlanta Party Connection, which included both the expos and a website with a preferred vendors directory, planning tips and exclusive discounts on services. My main goal was to help connect parents to planning resources and promote high-quality vendors who were doing fantastic work within the community.
The community was supportive, and Atlanta Party Connection began to grow. With more than 75 vendors and around 500 attendees per expo and an average of 10,000 page views a month, Atlanta Party Connection was filling a significant need. But I couldn’t stop there!
One of the first people I sought advice from at the beginning of Atlanta Party Connection was the owner of Bridal Extravaganza of Atlanta, the most elegant bridal show I had ever seen. She was a terrific resource as I grew my business and she shared lessons learned to save me from making the same mistakes. When she was ready to retire, she contacted me about taking over the bridal shows.
When she asked, I was flattered, thrilled, and, I’m not going to lie, terrified. But adding Bridal Extravaganza of Atlanta to the Atlanta Party Connection fold has been a thrilling experience that gets better with each show. There are jaw dropping décor displays, culinary masterpieces to taste, a formal bridal wear fashion show, and entertainers around every corner. We create an environment in which every bride feels special and pampered. They come with their bridal party crew or parents and know it’s going to be an enjoyable day with zero stress. When more than 100 vendors come together, brides can find their ideal dresses, photographers or honeymoon destinations at the show. It’s beyond gratifying.
In the coming years, I plan to move into the corporate events space as well, with shows designed to help meeting planners and professional convention and conference managers find venues, catering, entertainment and more that go beyond what they’ve been able to do up till now. I like connecting people and this is another way to do that.
My career path has been nontraditional and nothing like I expected when I entered the “real world.” I never intended to be a business owner, but I wouldn’t change my journey! What a joy it is to translate my passion for event planning into helping others plan their most important moments.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
At the beginning, it was challenging to get vendors to come on board as expo exhibitors and become part of the site’s vendor directories. I had to prove that I could help more people find them and hire them and that it would be worthwhile. I knew there were thousands of families planning huge milestone events each year, but until those first shows, they were skeptical. On the flip side, many families value their weekend time and need to know that they’re coming to an expo not just to have business cards thrust in their faces. They want to enjoy the experience of planning a celebration, so I had to create a party atmosphere at each event and ensure attendees it would be a day well spent. It was a big challenge on both sides!
In the events world, things are rarely perfect. It’s all about how you handle it. My motto is: Stay calm and figure out Plan B. The power may go out right before doors open for attendees. A major décor partner for a show may have a car breakdown and not arrive in time to set up. I’ve learned to roll with the unpredictability of it all and think quickly and creatively to give everyone the best experience. And, I’m told, I do it with a smile, which helps vendors and attendees feel at ease!
Atlanta Party Connection – what should we know? What do you do best? What sets you apart from the competition?
I’m the Founder/Chief Party Officer of Atlanta Party Connection. I produce four shows a year to help families plan their ideal milestone celebrations for weddings and bar/bat mitzvahs. You can plan your event in one afternoon, snag great deals, and have fun while doing it! I also manage the Atlanta Party Connection websites, which include preferred vendor directories, tips, recaps and exclusive deals on event services.
My shows are known for being celebratory and fun, where attendees feel like they’re special. Every vendor is here to meet you and learn about what you’re looking for, not give a hard sell. Bridal Extravaganza of Atlanta doesn’t feel like a typical show. We offer a VIP Experience for brides. They enjoy a dedicated lounge with delicious nibbles, champagne, and welcome gifts. We set up special photo vignettes and backdrops so brides can take pictures with their bride crew and get in the party spirit. We give away honeymoon prizes and showcase on-trend bridal fashions in a runway show. Even the grooms get into it!
For vendors, we offer lunch during show set up hours at all shows, which is not the industry norm. This demonstrates that we support them, are respectful of their time and investment, and want them to have a great show.
After every show, I seek vendor and attendee feedback to continue making the shows helpful, personal, and exceptional. I really thrive on connecting top vendors with their customers. I love that!
What is “success” or “successful” for you?
When I see smiling faces and positive interactions between attendees and vendors, either at a show or through the Atlanta Party Connection websites, I know I’ve made the planning process smoother for all involved.
I believe professional success is tied to personal relationships. I care about every vendor with whom I work and every attendee who walks through the door of a show. I’ll go above and beyond to make the experience of working with Atlanta Party Connection a great one. After nearly a decade of Atlanta Party Connection in the community, I feel like this is one of the keys to its longevity.
Finally, as I tell my brides and mitzvah families when the big day arrives, let everything go, enjoy it, and be in the moment.
When Atlanta Party Connection helps give someone a memorable day of their vision coming to life, that’s success.
Contact Info:
- Website: www.atlantapartyconnection.com
- Phone: 770-744-5750
- Email: shelly@atlantapartyconnection.com
- Instagram: https://www.instagram.com/bridalextravaganzaatlanta/ and https://www.instagram.com/atlantamitzvahconnection/
- Facebook: https://www.facebook.com/BridalExtravaganzaAtlanta/ and https://www.facebook.com/atlantamitzvahconnection/
Image Credit:
Bre Sessions Photography and Life on Film Photography
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