I know you can feel it. You’re Ready.

For more money, more expertise, and more recognition.

You’re ready to master the corporate events market.

You may be wondering – why corporate events? Why not stick to the buzz-worthy wedding niche? Well, I love planning weddings just as much as the next event professional.

But listen to this: based on a comparison of the average fees, one corporate event can bring in the revenue you’d gain from three private weddings.

The good news? There is no limit to your potential success. The great news? All you need is the right knowledge and skills to push you forward. Whether you are a seasoned wedding planner looking to expand your reach and land corporate clients; or a junior coordinator, striving to show your worth and get promoted – you’re in the right place.

Calling all event planners!

watch Video to find out more

The corporate event industry is unlike any other event planning niche.

It brings entirely new challenges to the table, like complying with brand standards and pricing your services appropriately. Those that are already immersed in it, like the hotel sales manager or the head of catering, will spot a newcomer from a mile away, believe me.

Lucky for you, I spent the last 25 years gaining the necessary skills and insider knowledge. And I’m going to share all of it with you, so that you can walk in on day one with your head held high, prepared to fill your role with confidence and grace.

Grab a glass of wine and pull up a chair. We’re going to get into the specifics!

Introducing thePLAYBOOK

your gateway to planning remarkable corporate events.
With three investment options based on your level of expertise in the event industry, the Playbook is the perfect solution for any planner that wants to create events that make clients or managers sit up and take notice. In a big way.
Starter Kit

covers the basics for beginners, like how to break into the industry, essential terminology and thorough breakdowns of the different types of events you can plan.

The Professional

takes you even further with modules on event design, project plans and catering.

The Advanced

covers it all for the most experienced planners, from event branding and hotel site selection to proposals and negotiating contracts.

By the end of the full course, you will be prepared to:

  • Handle big event budgets for even bigger corporations
  • Interpret and apply industry jargon and expectations
  • Impress your manager and take the lead in meetings
  • Feel confident negotiating with vendors
  • Deliver seamless service that leads to repeat clients and more respect
  • Facilitate in-house meetings with authority and expertise
  • Represent your corporate clients with confidence
  • Write proposals and price your services accordingly

“Caryl has been an incredible resource for me as I continue to grow the corporate side of Glow Event Design. Her guidance helped me pinpoint which types of corporate events to focus on, and create a scalable pricing structure for my clients.

The corporate market is a completely different business model than the weddings and social sector, and when I first ventured into this new market there was a steep learning curve. Over the years, Caryl has provided valuable insight into the corporate events world and helped me set up the foundation for what is now 50% of my annual business today!”

Christina Milliken, Owner, Glow Event Design

What will I take away from the Playbook e-course?

Glad you asked! For starters, learning modules filled with priceless information. Tricks and tools that took me years and years to discover. Checklists and sample documents that will save you from hours of desperate Google searches.

Let’s take a look at the modules and bonuses, shall we?

Starter Kit

Module 1
Event Planner Defined
8 videos
PDFs
  • Weddings Versus Corporate Events Breakdown
  • Room Set-Ups Breakdown
  • List of Events Department Titles
Module 2
Getting Started in the Event Industry
4 videos
PDFs
  • List of Event Organizations for Networking
Module 3
Mastering Different Types of Events
6 videos
PDFs
  • Budget Worksheet
  • Allocating Budget Dollars Cheat Sheet
Bonus: Glossary of terms

The Professional

Module 1
Event Planner Defined
8 videos
PDFs
  • Weddings Versus Corporate Events Breakdown
  • Room Set-Ups Breakdown
  • List of Events Department Titles
Module 2
Getting Started in the Event Industry
4 videos
PDFs
  • List of Event Organizations for Networking
Module 3
Mastering Different Types of Events
6 videos
PDFs
  • Budget Worksheet
  • Allocating Budget Dollars Cheat Sheet
Module 4
Catering
5 videos
PDFs
  • Sample BEO
  • Questions to ask Caterers
  • Cheat Sheet for Calculating what to Order
Module 5
Audio Visual
3 videos
PDFs
  • Audio Visual Options Checklist
Module 6
Event Design & Branding
4 videos
PDFs
  • Branding and Decor Options Checklist
Module 7
Event Marketing
3 videos
PDFs
  • List of Registration Resources
Module 8
Timelines & Project Plans
3 videos
PDFs
  • Sample Event Timelines GOOGLE DOWNLOADS
  • Sample Project Plan
  • Rooming List Template
  • Rooming List (with room shares) Template
Bonus: Glossary of terms

The Advanced

Module 1
Event Planner Defined
8 videos
PDFs
  • Weddings Versus Corporate Events Breakdown
  • Room Set-Ups Breakdown
  • List of Events Department Titles
Module 2
Getting Started in the Event Industry
4 videos
PDFs
  • List of Event Organizations for Networking
Module 3
Mastering Different Types of Events
6 videos
PDFs
  • Budget Worksheet
  • Allocating Budget Dollars Cheat Sheet
Module 4
Catering
6 videos
PDFs
  • Sample BEO
  • Questions to ask Caterers
  • Cheat Sheet for Calculating what to Order
Module 5
Audio Visual
3 videos
PDFs
  • Audio Visual Options Checklist
Module 6
Event Design & Branding
4 videos
PDFs
  • Branding and Decor Options Checklist
Module 7
Event Marketing
3 videos
PDFs
  • List of Registration Resources
Module 8
Timelines & Project Plans
3 videos
PDFs
  • Sample Event Timelines GOOGLE DOWNLOADS
  • Sample Project Plan
  • Rooming List Template
  • Rooming List (with room shares) Template
Module 9
Hotel Sourcing, Commission & Negotiating
6 videos
INTERVIEWS
  • Commissions from a Client’s Perspective with Lucero Jaramillo, Director of Conferences
  • Hotel Commissions with Michelle Thomas, Westin St. Francis
PDFs
  • Hotel Brand List
  • Concession List
  • IATAN Accreditation Requirements
  • IATAN Accreditation Application
  • IATAN Agency Agreement
  • Sample Commission Statements GOOGLE DOWNLOAD
  • Sample Hotel Availability Grid
  • Hotel Budget Template
  • BONUS: Site Visit Checklist Template
  • BONUS: Sample Hotel RFP
Module 10
Proposals, Contracts & Finance
6 videos
INTERVIEWS
  • Contract Do’s & Don’ts with Annette Stepanian
  • Understanding Hotel Contracts with Michelle Thomas, Westin St. Francis
PDFs
  • Sample Proposal
  • Sample Pricing Guide
  • Sample Hotel Contract
Bonus: Private Online Forum for Q&A and Glossary of terms
ourCLIENTS SAY
Chrissy Devenny, Owner, Dynamo Events

In getting to work with Caryl and the rest of the ROAR team, my event planning knowledge expanded beyond what I knew was possible- Everything from industry-specific lingo (BEO's, pre-cons, attrition rates, etc) to sourcing and managing the best vendors to on-site best practices.

I truly view my working with ROAR as the pivotal point in my career. At the beginning I was working in-house as a coordinator at a tech company, and I've now gone on to found my own events agency.

Thank you ROAR for being such incredible, inspiring mentors. I wouldn't be anywhere near where I am today without you!

I’m Caryl Lyons, creator of the Playbook e-course and owner of Roar Events in San Francisco. Having worked for notable corporations like Condé Nast and Symantec Corp. as an employee and then independently with Roar Events, I’ve gained unique insight into the world of corporate event planning. In other words, I’ve been on both sides of the conference table! I know how to put together a creative brief and an event proposal. I can plan a meeting with the internal marketing team and sit down with the CEO to review the moodboard.

In this course, I’m sharing 25 years of insight and applicable knowledge with you through in-depth videos, diagrams, worksheets, term glossaries and templates. Event planning is my bread and butter! But the most important thing I’ve learned is this: investing in yourself is an essential first step to getting other people to invest in you, too.

I know you’re going to see serious results from this course. If you’re not sure quite yet, keep reading. See what other planners and vendors have to say and take a moment to consider your professional goals. Whatever they may be, remember that you have the potential to be a leader within your department, within your company, and within your industry.

This is your career, your business, your success. This is your moment. Are you ready to walk in with your head held high, prepared to fill your role with confidence and grace?

Let’s take the first step to get you there!

signature

 

Testimonials

byMichelle Thomas, Director of Group Sales, The Westin St. Francis San Francisco on Union Square
Caryl is a true visionary who knows how to bring her dreams to reality. I have had the opportunity and privilege of working with Caryl for over 8 years within the hospitality industry. She believes that no two programs should be the same just like no two people are the same. Caryl and I have worked closely together from site selections to contract negotiations. Although, Caryl is a tough negotiator she understands the scope of the hotel industry as well what contract clauses would be best suited for her client. Her understanding of how much a hotel can flex gives her the ability to negotiate a strong contract for her client and a fair contract for the hotel. I highly recommend Caryl as a trustworthy and loyal partner for both a hotel supplier and a client who needs a grandiose jaw dropping event.
byEvent Director
Working with ROAR Events the last two years has been amazing. Their creative design, attitude and details on every event is very impressive. I’m successful at my company because of ROAR and their countless hours they put into all of my events. I highly recommend ROAR whether you’re planning a small dinner or a large corporate event as they will deliver a one of a kind event you won’t forget!
byMarketing Manager
Roar Events is equal parts strategy, creativity and execution. When I work with them on an event, I know I don’t have to worry about a single detail.
byJohn Silva, Owner, Culinary Eye Catering & Events
I've been working with Caryl for over 3 years now and throughout each event, I still find myself inspired and impressed by her caliber of expertise. As the owner of a catering company, I have worked and collaborated with event planners and coordinators across all types of events and none can hold a flame to the organization and seamless management that Caryl brings to her events. Add to that the fact that each one of her productions incorporates a unique creativity and artistic expression and Caryl is hands down the best. In an industry that that now expects perfection, Caryl is absolutely my first choice when referring clients and always behind our best events.
byKatie Otis, Founder & Creative Director Design In Mind
Our agency has partnered with ROAR for many years on various projects. From large customer conferences to smaller private events, each one has been a success. Not only have we wowed clients, attendees, and the press with these memorable experiences but we've had a blast doing it! Caryl (owner) is great to work with. She is passionate, driven, and relentlessly pushes the envelope to ensure her events are one-of-a kind and exceed expectations. She has a talent for bringing the best in the biz together and has formed a family of vendors over time who have her back no matter what--and vice versa.
byStacy Milman, Senior Partner Marketing Manager
Working with Caryl has been a dream. Not only does she make sure everything about an event runs smoothly and seamlessly, she does it effortlessly. She is full of creative ideas to make each event better then the last.. It was like she was part of the team and had been working with us for years. I look forward to working with Caryl on many many more projects.
byBarbara Sterling, Senior Manager, Events
It's been an absolute blast working with Caryl at Roar Events. She truly does have an eye for design and won me over with her passion for marrying trends of the social events world with corporate. Caryl spends time understanding the goals and needs of our programs to ensure an elevated attendee experience, all while working seamlessly with my team. Roar Events is seasoned in event management and knows all the tricks to working with hotels and managing multiple vendors. Most importantly, I can trust Caryl will come prepared with fresh ideas, a solution to any problem and positive energy throughout the whole process.
Frequently Asked Questions
  • Who is this course for?

    The Playbook is designed to cater to two types of planners:

    • Seasoned wedding planners that want to use their existing experience to break into the corporate events market,
    • Recent college graduates or newly self-employed planners that want to expand their expertise, and
    • Entry-level corporate event planners, executive assistants and marketing managers that want to up their game and land that big promotion.

    Regardless of how much experience you have in our big, beautiful event industry, this course will prepare you for the ins and outs that are distinct to corporate events – while applying what you’ve learned from wedding planning or smaller assignments.

    The Playbook is for you if you are ready to master corporate events now, without the messy trial-and-error of learning a new market.

  • What if I don’t work in the event industry yet? Should I take this course?

    Yes, absolutely! The Starter Kit covers the basics for beginners, like how to break into the industry, essential terminology and different types of events. It’s a great first step for recent graduates or anyone that wants to transition into event planning from another industry.

  • Who shouldn’t take this course?

    If you’re looking to learn more about a niche outside of the corporate world, like weddings or nonprofit events, this may not be the right course for you. But, if the big budgets and structured branding of corporate events appeal to you, The Playbook is a perfect introduction!

  • What’s included in The Playbook again?

    If you purchase the full Advanced course, you'll have access to all of the following trainings and downloads:

    • 10 learning modules that walk you through different types of corporate events, event design and branding, marketing your services, creating project plans, proposals and contracts, and more.
    • PDF worksheets
    • Templates that I’ve been using to organize my business for years
    • A Glossary of Terms with all of the essential terminology you need to be a master negotiator.
    • In Module 9 I have 2 interviews talking about commission, one is from a client's perspective and the second is from a hotel's perspective.
    • In Module 10 I interview a contracts specialist discussing the Do's and Don'ts for planner contracts. In the second interview, I talk to a hotel about Understanding Hotel contract clauses
  • Do you offer refunds?

    The Playbook is non-refundable.

  • How will I access the course?

    This course is hosted on Teachable. It’s an easy to use course platform that keeps everything organized and on-track. You’ll love it!

  • How is the course presented?

    The Playbook is presented through in-depth videos, diagrams, worksheets, term glossaries and templates. You will have lifetime access to all of it so that you can revisit the content as your career grows and you take on more events!

  • Who is this course for?
  • What if I don’t work in the event industry yet? Should I take this course?
  • Who shouldn’t take this course?
  • What’s included in The Playbook again?
  • Do you offer refunds?
  • How will I access the course?
  • How is the course presented?
  • Who is this course for?

    The Playbook is designed to cater to two types of planners:

    • Seasoned wedding planners that want to use their existing experience to break into the corporate events market,
    • Recent college graduates or newly self-employed planners that want to expand their expertise, and
    • Entry-level corporate event planners, executive assistants and marketing managers that want to up their game and land that big promotion.

    Regardless of how much experience you have in our big, beautiful event industry, this course will prepare you for the ins and outs that are distinct to corporate events – while applying what you’ve learned from wedding planning or smaller assignments.

    The Playbook is for you if you are ready to master corporate events now, without the messy trial-and-error of learning a new market.

  • What if I don’t work in the event industry yet? Should I take this course?

    Yes, absolutely! The Starter Kit covers the basics for beginners, like how to break into the industry, essential terminology and different types of events. It’s a great first step for recent graduates or anyone that wants to transition into event planning from another industry.

  • Who shouldn’t take this course?

    If you’re looking to learn more about a niche outside of the corporate world, like weddings or nonprofit events, this may not be the right course for you. But, if the big budgets and structured branding of corporate events appeal to you, The Playbook is a perfect introduction!

  • What’s included in The Playbook again?

    If you purchase the full Advanced course, you'll have access to all of the following trainings and downloads:

    • 10 learning modules that walk you through different types of corporate events, event design and branding, marketing your services, creating project plans, proposals and contracts, and more.
    • PDF worksheets
    • Templates that I’ve been using to organize my business for years
    • A Glossary of Terms with all of the essential terminology you need to be a master negotiator.
    • In Module 9 I have 2 interviews talking about commission, one is from a client's perspective and the second is from a hotel's perspective.
    • In Module 10 I interview a contracts specialist discussing the Do's and Don'ts for planner contracts. In the second interview, I talk to a hotel about Understanding Hotel contract clauses
  • Do you offer refunds?

    The Playbook is non-refundable.

  • How will I access the course?

    This course is hosted on Teachable. It’s an easy to use course platform that keeps everything organized and on-track. You’ll love it!

  • How is the course presented?

    The Playbook is presented through in-depth videos, diagrams, worksheets, term glossaries and templates. You will have lifetime access to all of it so that you can revisit the content as your career grows and you take on more events!