Today we’d like to introduce you to Allie Nazario.
Hi Allie, we’d love for you to start by introducing yourself.
Hello, I’m Allie! I split my time between Orlando, FL, and the Finger Lakes Region in NY, living the life of an official snowbird. My journey into event planning began early, inspired by my mom, who was deeply involved in organizing events and managing community relations in higher education. As a single parent, my mom often took me to work with her after business hours. Watching her work with such passion and dedication, I found myself drawn to the world of organizing and creating memorable experiences. I later combined this passion with my background in marketing and branding.
Growing up, I was immersed in the details of event planning, from organizing small school events to helping with larger community gatherings. This hands-on experience, combined with my mom’s mentorship, laid a solid foundation for my future career.
After completing an internship for my master’s in Orlando, I had the incredible opportunity to work with a prominent family in the area. In this role, I managed both their private and corporate events and marketing, interacting with celebrities and various companies. This position allowed me to refine my skills and gain confidence in my abilities. However, I always knew I wanted to create something of my own.
Taking the leap to start my own company wasn’t easy. I didn’t have a detailed business plan, but I had a deep-seated belief in my capabilities and a passion for event planning. I launched my company, operating under the DBA name Celebrations by Allie. It was a risky move, but I was determined to make it work—I had to.
Starting my own business was filled with challenges and learning experiences. There were moments of doubt and uncertainty, but giving up was never an option. Each event I planned, whether it was a dream wedding or a corporate function, reinforced my belief that I was on the right path.
Looking back, I’m grateful for every step of this journey. From learning the basics with my mom to managing high-profile events, each experience has shaped me into the event planner I am today. I couldn’t have imagined this path when I started, but now, I can’t imagine doing anything else.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The journey has certainly not been a smooth road, but every bump and detour has taught me invaluable lessons. Starting my own business came with its fair share of challenges. One of the biggest struggles was the initial leap of faith. Without a detailed business plan, I relied heavily on my belief in my abilities and passion for event planning and marketing. This uncertainty was daunting, but it also pushed me to work harder and stay resilient.
One of the early struggles was building a client base from scratch. Establishing trust and proving my capabilities in a competitive market required patience and perseverance. There were times when I faced financial instability, especially during the off-season when event demand was low. Learning to manage cash flow and budget effectively became crucial.
Running my own business has its ups and downs. Some months, I might make an ample amount of money, while other months could be lean. This financial unpredictability can be stressful, but it has taught me the importance of remaining driven and adaptable. I’ve had to develop strategies to smooth out these fluctuations, such as diversifying my services and building a strong network of repeat clients.
Balancing creativity with business acumen was another challenge. As an event planner, my focus has always been on delivering unique and memorable experiences, but running a business also requires strong organizational and financial management skills. I had to quickly adapt and learn how to wear multiple hats, from marketer to accountant, to ensure the success of my business.
Another significant challenge was navigating the unexpected. For instance, the COVID-19 pandemic brought the event industry to a halt, forcing me to pivot and adapt. I had to explore virtual event options and find innovative ways to keep my business afloat. I leaned a bit more on my marketing skillset during this time. For everyone, this period tested resilience and creativity, but it also highlighted the importance of flexibility and adaptability in the face of unforeseen circumstances.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
One of the most unique events I organized involved creating a winter wonderland in Florida, complete with artificial snow. This kind of creativity and dedication to delivering the best possible experience is something my clients appreciate most.
Another memorable experience was managing a drive for Bahama relief. I had never handled something of that caliber before. Coordinating with pilots, managing plane routes, organizing truck logistics, and more, I didn’t sleep for about a week. lol I’m a very hands-on person and will do whatever it takes to get things done—I even put items on pallets to ship myself. This experience tested my limits and showcased my ability to manage complex logistics under pressure. I loved every second of it as I love volunteering and giving back as much as possible.
I have a significant background in marketing and branding, which has been crucial in my event planning work. This expertise allows me to create cohesive and impactful experiences. During my five years working with an attorney, “no” really wasn’t an answer. I had to figure things out on my own, which made me very proactive and driven. I’m proud to say that I am self-taught in many areas, and my determination has been a key factor in my success.
Outside of event planning, I coach TikTok creators on how to monetize using the LIVE feature of the app. This has allowed me to apply my marketing skills in a new and exciting way, helping creators maximize their potential and revenue on the platform. Additionally, I am a licensed REALTOR® and co-owner of Sip Happens, showcasing wines and culture from the Finger Lakes Region of NY. My diverse interests and roles highlight my versatility. I love to stay busy.
Despite the ups and downs, the financial unpredictability, and the occasional doubts, I’ve remained driven and adaptable. Every entrepreneur needs to be adaptable. Each event, whether it’s a lavish wedding or a corporate function, reinforces my belief in the path I’ve chosen. Looking back, I couldn’t have imagined this journey when I started, but now, I can’t imagine doing anything else. Here’s to continuing to create more memorable moments and building on the incredible journey so far.
Can you talk to us a bit about the role of luck?
Luck has certainly played a role in my life and business, both good and bad. Of course, I’ve looked had moments of good luck, like meeting key people who believed in me and supported my journey (the good and bad!). These connections have been invaluable in helping me grow on a personal and professional level. On the flip side, I’ve also faced bad luck, lol such as unexpected challenges that seemed insurmountable at the time. However, I’ve learned that it’s not just about the luck you encounter, but how you respond to it. Staying proactive, driven, and adaptable has allowed me to turn even the toughest situations into learning experiences and opportunities for growth.
Contact Info:
- Website: www.celebrationsbyallie.com
- Linkedin: https://www.linkedin.com/in/allienaz/
Image Credits
Michaela Garza K-Mo Photography
