Super Bowl, Olympic Torch Relay, Coca-Cola, Disney and More, Tammy Dickerson Shares Her Top 3 Event Planning Tips For a High End Event
“Be Ready for Anything!” Today’s woman dreamer, Tammy Dickerson , has spearheaded high-caliber and large scale events for over 20 years. From Super Bowl and the Olympic Torch Relay to Coca-Cola, Wells Fargo, Disney, and more, Tammy brings elegance and unparalleled creativity to every event she plans. Upon managing the Inner City Economic Summit, where Vice President Al Gore was keynote speaker, her passion and TBG Events was born. Tammy shares her top three tips for planning high-end events (virtual too), and the exciting experiences she has had in the world of event planning. Whether your next event is virtual or in-person, we hope you enjoy Tammy’s Top Tips and her story!
You plan large-scale events across industries, even overseeing projects for the Super Bowl and Olympic Torch Relay. What is it like planning such large scale events, and being a woman leader in this space?
It’s absolutely invigorating! I truly thrive in an environment of what some call “chaos”. The more aspects, levels, number of days, details, layers…the more I love it. I have always been a leader and organizer. Whether it was the lead dance captain in high school, to planning all of our family reunions, to managing a team for the Super Bowl. That’s when I kick it and do my best. It has not been an easy journey, not only being a woman, but a woman of color in this space. Having to ensure that my white, male counterparts respected my seat at the table, to constantly having to “over compensate”. It’s been exhausting. The silver lining has been my success record speaking for itself. When you strive for excellence and always produce high quality results, that’s all the proof you need. I love working with talented teams who have supported my vision and ambition in this industry. From my corporate teams at Xerox and Coca-Cola, to my current all-women management team, it has lifted me to the place where I am today.
You plan events in many different fields, ranging from corporate, non-profit, and entertainment. What is your favorite type of event to plan? What are your 3 secrets to a high quality, high caliber event?
My favorite type of events are multi-day conferences and summits. I really enjoy the complexity of these shows, from very detailed registration systems and processes, to multiple layers of the programs like general sessions break-outs, receptions, galas, off-site events, marketing, branding, etc. I enjoy taking the attendee on a journey and using the event as a marketing and communications tool for the clients brand.
My 3 secrets to a high caliber event are – :
Define your goals and objectives. Having a detailed briefing paper for any event is critical. Outline exactly what the purpose of your event is and what you hope the outcome will be. Having a detailed brief means there won’t be any miscommunication when speaking to suppliers, vendors, partners, sponsors, staff, etc.. They’ll be able to quickly understand exactly what you want for your event. It also aids when you are collaborating with your client and helping to measure your deliverables.
Always have a “Plan B”. Be ready for anything. We like to call it “real-time solutions”. In your planning, make sure to include a back-up plan. I mean for ANYTHING. Rain, shine, wind, suppliers not arriving, the food being ruined, someone’s getting hurt, you name it. It can all happen! Even though it might be unlikely that any of these things will happen, as the saying goes: “Whatever can go wrong will go wrong.” Relying on nothing but your original plan is a dangerous approach. After a 20 year career working in events, it's inevitable that something will eventually go awry. Preparing will serve you far better than panicking.
Details, details, details. Having an eye for the detail of an event means you’ll be tying up all the loose ends before your clients even realize they were there. Multitasking and events go hand in hand, resulting in missed details for the inexperienced. It’s our job, as the event planner, to ensure this doesn’t happen. Find a system or software to help you manage all the details that work best for you. Whether it’s written to-do lists or using calendar alarms and organization apps, finding something to keep everything in check is vital. Plus, planning in advance allows you to stay on top of all of the moving parts of event planning. Properly prioritizing each task as it appears means nothing will be missed.
You also managed the Inner City Economic Summit with Al Gore. What inspired that opportunity, and why is that cause important to you.
I was approached by a colleague who knew of the project and that the White House team was looking for a minority planner to work with. It was one of the biggest decisions I had to make. Request a leave of absence from my corporate position at Coca-Cola and take the opportunity, or wait. 20 years later, here we are. It was the first event under The Baker Group and it was a major milestone for me. It stretched me beyond belief and I knew I learned more about producing events and working with high profile clients. That’s when I knew, this was it. My passion was blossoming. At the closing session of this event, I secured my second client and TBG was born. I had proven to myself that I could do it. My determination had won over my fear and I would never return to corporate America.
Tell us your life's story. How did you build your career, create The Baker Group, and what are the challenges you faced along the way?
I am the Founder and Lead Planner of tbg Events. I oversee illustrious affairs from installations and social galas to fundraisers and corporate conferences. For over twenty-seven years, I have partnered with politicians, global organizations, celebrities and business tycoons on the curation and production of their events. I have an extensive background in business marketing and sales, which made me the meticulous event curator I am today. I moved up the ranks in my early corporate career, overseeing projects including the Super Bowl and Olympic Torch Relay in Los Angeles as well as numerous regional and national sales meetings, sales rallies and trade shows. I soaked up a wealth of knowledge and experience that boosted my confidence in the industry. A later role at Coca-Cola relocated me from Texas to Los Angeles where my career would take on a different face. An opportunity to manage The Inner-City Economic Summit with Vice-President Al Gore as the keynote speaker altered the trajectory of my career. I resigned from Coca-Cola and managed the summit under my own company, The Baker Group. This high-profile event would be the first of many and set the tone for my career as an event expert. Since fully launching my company twenty years ago, I have worked with countless Fortune 100 Companies, including Coca-Cola, American Airlines, Wells Fargo, Disney, The LA Sparks and The Milken Institute. tbg Events, as it’s now known, produces over 30 events annually with anywhere from 50 to over 15,000 guests.. I will stop at no end to ensure no detail goes unnoticed as exceeding is the standard at tbg Events. I find joy in the journey of guiding
my clients through the process of actualizing their ideas and concepts from start to finish.
I currently sit on the Board of Directors for Meeting Planners International Southern California Chapter (MPISCC) and I am a proud member of National Association of Women Business Owners (NAWBO), Black Meeting Planners International and Greater Los Angeles African American Chamber of Commerce (GLAAACC). Beyond the world of events and professional titles, my most prized and valuable roles are that of wife and mother. I find my greatest purpose in being an inspiration within my home as well as to others who look to me as an example and mentor. I am committed to community and I enjoy creating space for women business owners by hosting networking events, doing speaking engagements and supporting organizations that advocate for women entrepreneurs. I am devoted to leaving behind a
rich legacy of hard work balanced well with family, humanity and love.
What was the most rewarding moment of your career? What is your advice for young women entering your field?
One of the most rewarding moments in my career was securing The Milken Institute Global Conference on a cold call! When a colleague told me about the opportunity and one of the top Foundations in the world was looking for an Event Planner to support with coordination for one of the leading global summits I immediately said, what do I have to lose. I literally picked up the phone and cold called the team. It was a Tuesday afternoon phone call, after several introductions and screenings, I was able to obtain an interview for the following Thursday. I assembled my dream team, we nailed the interview and we started working the next week.
17 years later, we are still a part of the Milken Institute Global Conference planning team. One of the few women and minority-owned consulting firms. I would encourage any young women in the field to set your goals high! Aim for the world. Nothing is unachievable. Believe in yourself first. Keep your eye on the prize. Surround yourself with partners, team members and mentors who support your goals and continue to push, teach and open doors for your business.