Anne Benisch’s life has been a tapestry woven with experiences that have shaped her into the accomplished event planner she is today. Born in San Jose but raised in Modesto, Anne excelled academically and athletically at Modesto High School, where she was an International Baccalaureate graduate and a standout member of the water polo and swimming teams.
Her journey continued at UC Davis, where she not only pursued her passion for aquatic sports but also served as vice president of the Pi Beta Phi sorority. Anne’s career took a significant turn in San Francisco, where she discovered her love for event planning at Sephora, managing high-profile events including the grand National Store Director’s Conference in Las Vegas.
Beyond her corporate success, Anne co-founded the DOMO Walls mural festival in Modesto and plays a key role in organizing charity events like the Make Dreams Real golf tournament. Today, Anne runs her own company, Planned by Anne, where she continues to make a mark in the world of event planning.
In this interview, Anne Benisch shares insights into her career, challenges, and what drives her passion for creating unforgettable events.
What does your typical day look like and how do you make it productive?
In the world of event planning, no two days are alike! Each day brings a new adventure, influenced by the event, the city, and countless other factors. However, on a typical office day, my routine begins at 6 AM. I start my day with meditation, a practice I’ve adopted to replace the frantic rush I used to experience. Taking time in the morning has significantly boosted my productivity.
After meditating, I enjoy a glass of hot lemon water and head to the gym. Morning workouts are essential for me because dinner plans and happy hours easily tempt me away from afternoon exercise—I’m quite the social butterfly! Post-workout, I return home for a breakfast of a protein shake before diving into my work. I start by checking emails for any urgent matters, then prioritize my tasks for the day, handle calls, and immerse myself in planning and logistics for exciting events. Around midday, I like to step outside for a walk or lunch to avoid staying cooped up in my home office.
Some of my favorite lunches include butter chicken, salads with fries (a classic “girl dinner”), or a tasty wrap. In the evenings, you’ll usually find me cooking dinner, catching up with friends, and unwinding with an episode or two of something on Bravo. Cooking is one of my passions, and I cherish these moments of relaxation and connection.
How do you stay informed about industry trends and emerging technologies?
I stay current with event trends through various methods. Primarily, my passion for the latest trends and technologies drives me to continually seek out new ideas. Even outside of my professional event planning duties, I am constantly envisioning new themes for dinner parties at home, exploring aesthetics, and keeping up with the latest trends on Instagram and Pinterest.
In my role, I plan over 80 events annually, collaborating with trusted vendors and experimenting with different approaches to determine what works best and looks most appealing. Additionally, I attend at least one professional conference each year to stay updated on industry developments. My extensive experience attending events also allows me to discern what elements are most effective and enjoyable. Overall, this process is both engaging and rewarding.
Can you recall a significant challenge or failure you faced and how you overcame it?
My biggest event challenge occurred during a corporate sales retreat that included themed dinners each night. On the first night, I arrived at the restaurant early to set up personalized touches for the team of 100 attendees. To my surprise, the private dining space was occupied by a family, and nothing had been prepared for our event.
The restaurant had mistakenly noted the wrong date. Fortunately, I had a printed copy of the contract, which confirmed the correct date. By remaining calm and not reacting negatively towards the staff, I was able to secure their cooperation. My motto is “work hard and be nice to people” and in this case, it truly paid off. We politely asked the dining family to relocate and quickly got to work transforming the space—rearranging tables, setting up the bar, and adding our special details.
Meanwhile, I kept the team entertained at the hotel bar for an additional 30 minutes. They remained blissfully unaware of the behind-the-scenes scramble.
What is your approach to starting a new project?
When starting a new project, my first step is to gather all the essential information for the event. Then, I dive into my favorite part: brainstorming! This involves researching venues, exploring the latest trends, and considering the needs and desires of the audience. Once the creative phase is complete, I switch gears and immerse myself in spreadsheets and calendar invites, meticulously planning every detail until the event comes to life.
What is the toughest decision you’ve had to make in the last few months? What was the outcome? Would you do anything differently today?
One of the toughest decisions I faced recently was whether to move forward with an outdoor event despite an unpredictable weather forecast. The event was a major corporate retreat with several key stakeholders attending, and a significant portion of the activities were planned for outdoors.
After consulting with the team, analyzing weather patterns, and reviewing contingency plans, I decided to proceed with the outdoor setup while simultaneously preparing an indoor backup plan. On the day of the event, the weather was indeed unpredictable, and we had to transition some activities indoors. However, due to our thorough preparation, the switch was seamless, and the attendees still had a fantastic experience. Feedback was overwhelmingly positive, with many attendees appreciating the flexibility and smooth execution. In hindsight, I wouldn’t change the decision to proceed with the event. The preparation and dual setup allowed us to handle the situation effectively.
However, I would enhance communication with attendees beforehand, providing them with more information about the potential for changes due to weather. This could help set expectations and ensure everyone is prepared for any adjustments. The experience reinforced the importance of adaptability and thorough planning in event management.
What was the worst job you ever had, and what did you learn from it?
The most challenging job I encountered was at an organization where the work environment was quite toxic and unappreciative, particularly towards event planning efforts. Despite my dedication to creating successful events, the culture was marked by a lack of gratitude and respect, especially towards female colleagues.
Navigating through a challenging work environment taught me the importance of resilience and professionalism. Even in the face of adversity, I learned to stay focused on delivering high-quality work, which helped me maintain my standards despite external negativity.
This experience highlighted the value of appreciation in the workplace, emphasizing the need for a positive and supportive culture where everyone’s contributions are recognized and valued. It has influenced my approach to team management, making me more conscious of expressing gratitude and providing support to my colleagues.
Additionally, I became more proactive in advocating for a respectful and inclusive workplace, understanding the importance of standing up for myself and others, and promoting integrity and fairness in all professional interactions. Adverse situations, while challenging, provided valuable lessons and opportunities for growth, enhancing my conflict resolution skills and ability to adapt under pressure. Although it was a difficult period, the insights I gained have been instrumental in shaping my professional approach, making me a more empathetic and effective event planner.
Tell us about a skill you taught yourself. How did you go about learning?
One skill I taught myself is floral arranging, which has become a delightful and valuable addition to my event planning toolkit. I started by immersing myself in online tutorials and reading books on the basics of floral design.
I practiced by creating arrangements for family gatherings and small events, experimenting with different flower combinations, colors, and styles. To refine my skills, I visited local florists and attended workshops to gain hands-on experience and learn from professionals.
Over time, I developed a keen eye for design and a deep understanding of how to create stunning floral arrangements that enhance the overall aesthetic of my events. This self-taught skill not only adds a personal touch to my work but also allows me to bring a unique and creative element to every event I plan.
What people in your life or career have had the greatest impact on you? How?
The biggest influences on my career as an event planner have been my Oma and Aunt Betsy. Their meticulous attention to menu planning, impeccable sense of aesthetics, and natural talent for hosting have greatly shaped my approach to event planning. My Oma, with her beautifully curated menus and thoughtful presentation, taught me the importance of detail and care in every aspect of an event.
Watching her create delightful culinary experiences inspired me to prioritize both quality and creativity in my own work. Aunt Betsy, with her eye for aesthetics and warm hospitality, showed me how to create inviting and memorable atmospheres. Her ability to make every guest feel special and every occasion feel magical has been a guiding principle in my career. Their influence has instilled in me a deep appreciation for the art of hosting and the joy of creating unforgettable experiences for others.
What is the one book that you recommend everyone should read and why?
The Art of Gathering! I wrote a whole blog post on my website about it! Planned by Anne
This conversation with Anne Benisch reveals the depth of her passion and dedication to event planning. From her meticulous attention to detail to her creative flair, Anne brings a unique touch to every event she plans. Her career, marked by continuous learning and adaptability, is a testament to her commitment to excellence.
Thank you to Anne Benisch for sharing her insights and experiences, offering valuable lessons for aspiring event planners and professionals in the industry.