2017 Wedding Planner Masterclass

The Santa Lucia Preserve

One Rancho San Carlos Road
Carmel, California



The Santa Lucia Preserve is a special place to me, the location of many of my favorite weddings over my career. This secluded community features sweeping views, picturesque landscapes and beautiful event spaces that I’m excited to share with this new group of Masterclass attendees.

I developed the Wedding Planner Masterclass in 2015 after hearing from so many up-and-coming wedding planners seeking advice on growing their businesses. It’s a unique opportunity exclusively for wedding planners to learn from my years of experience, ask questions specific to their pressing needs, and be inspired to reach the highest levels in their work.

I’m honored to have some of the best vendors in the industry join me in this fun, informative and exciting workshop.


-Building your brand and business
-Proper Etiquette
-Mastering Event Logistics
-Attracting the right clients for your business
-Planning Resources and Procedures
-Developing Inspiration Boards
-Design Inspiration & Styling Tips
-Food & Wine Expertise
-Getting Published
-Social Media Presence

and more…


$8,000 (does not include air travel/transfers)

Deposit of $2,000 is due to reserve space in the workshop.

Second payment of $2,000 is due on January 15th, 2017.

Final payment of $4,000 is due on March 1st, 2017.

Investment includes:

  • -Four nights luxury accommodations at the Santa Lucia Preserve
  • -Four days of valuable presentations, classroom sessions and one-on-one time with guest speakers
  • -Styled wedding photoshoots
  • -Individual attendee head shots
  • -Specially curated gifts and amenities for all attendees
  • -Invitation to work with Laurie Arons Special Events onsite at a 2017 wedding, to see the curriculum of the masterclass in action
  • -Breakfast, lunch and dinner during the workshop accompanied by premium wine, beer and spirits
  • -Complimentary WiFi
  • -Afternoon enjoying the beauty of the Santa Lucia Preserve

Please note: Attendees many also bring along a spouse or guest if desired for a small additional fee. Guests are welcome to enjoy meals & leisure time with the group. Please inquire at events@lauriearons.com for details.



  • Arrivals
  • Special welcome dinner and introductions

Tuesday through Thursday

  • -Individual one-on-one sessions with Laurie and key guest speakers to review portfolios, offer advice and discuss questions specific to your planning business.
  • -Seminars and lectures from industry tastemakers.
  • -Styled wedding photo shoots
  • -Creative styling workshop
  • -Inspiration board workshop
  • -Breakfast, lunch and dinner provided at the Santa Lucia Preserve
  • -Beautiful farewell dinner for attendees and speakers.

Breakfast and farewells


Erich McVey, Photographer

Erich is a wedding, portrait and editorial film photographer with a love for medium format cameras and natural light.

Using an approach that combines documentary and fine art styles, Erich captures beautiful, honest, and timeless images.

Twice selected as film photographer of the year by Belle Lumber Magazine, Erich’s work has been featured in top wedding publications; including Martha Stewart Weddings, Brides, Pacific Weddings, Magnolia Rouge, Weddings Unveiled, Style Me Pretty, Once Wed, and The Knot, as well as the LA Times, and Design Sponge.

Ariella Chezar, Floral Designer

Ariella is a master floral designer whose work has graced the covers and pages of Martha Stewart Living, O Magazine, Better Homes and Gardens, Town and Country, and many more. She is a sought after teacher and lecturer and has designed flower arrangements for the Obama White House. A leader in the “farm-to-flower” movement, Ariella has a flower farm in Ghent, N.Y. where she grows blossoms for herself and leading N.Y. floral designers. Ariella is the author of acclaimed books “The Flower Workshop” and “Flowers for the Table”.

Kathleen Deery, Floral Designer & Fine Event Furnishings

From her San Francisco studio, Kathleen Deery creates comprehensive aesthetic looks for weddings, events, and parties. Using flowers, textiles, lighting, paper, and her signature furniture line Urban Parlor, Kathleen not only designs venues, she creates environments. She considers herself lucky enough to have a job that allows her to work from the heart. In fact, at the close of any given year, she doesn’t know whether she turned more clients into friends, or more friends into clients

Ashley Capra, Executive Vice President of Client Service, Paula LeDuc Fine Catering

An industry leader with decades of experience in special events production, catering, sales and marketing, Ashley Capra has produced and managed many of the most high profile and important events in Northern California. She is the former president of the Northern California International Special Events Society and works at one of the most prestigious and award-winning catering companies in the country – where she has worked for over 20 years. Paula LeDuc Fine Catering consistently holds itself up to the highest standards of food, beverage, and service and has established itself as the preferred caterer for an impressive host of clients that include celebrities, dignitaries, politicians, and media moguls. Renowned for their commitment to seasonal and sustainably raised ingredients, Paula LeDuc Fine Catering’s beverage and culinary teams create experiences on par with the standards of a five-star restaurant. Ashley leads the talented sales and marketing team, who is charged with offering and delivering to their clients the very best in food, beverage and service, and upholding the company’s 35 year mission: “Create, celebrate and experience the extraordinary.”

Gabrielle Hurwitz, Style Me Pretty Editorial Director + Social Media Manager

Ever since she was a little girl, Gabrielle has been obsessed with weddings, poring over bridal magazines and binge watching Say Yes to the Dress. Now, Gabrielle is living her dream come true as the editorial director and social media manager at Style Me Pretty. Based in New York, she works closely with Abby Larson and the incredible team of editors to feature the prettiest and most fabulous real weddings and styled shoots, both on site and on social.

Amber Moon, Designer & Founder of Amber Moon Design

Formally trained as an architect with a Masters degree from Princeton University, Amber Moon has had an affinity for paper and handwritten notes since she was small. At the core of good architecture is a love for creating and dreaming, for collecting stories and telling them through light and steel and wood, it is that same spirit that has translated into Amber’s design philosophy for wedding and branding pieces. A lover of texture, pattern, color, and the unexpected, Amber delights in the privilege of developing visual elements for both brides and brands. Finding the gentle balance between pushing convention and honoring tradition, she has worked with the likes of Cartier, Lacoste, and Roger Dubuis, had her work built and displayed at MoMA, and has been seen in such publications as Metropolis, Martha Stewart Weddings, BRIDES, The Knot, C Magazine, Glamour, and others throughout the world.

Daniel Tran, Creative Director of Geraldine Magazine

Daniel got his start in the visual world at the age of 11, working alongside his mother as a seamstress and merchandising for the family business. It’s from these humble, but creatively entrepreneurial beginnings that Daniel began his love affair with fashion and visual arts.

Through his MFA program at the Academy of Art of San Francisco, Daniel has mastered typography as well as created a compelling portfolio that shows a wide range of projects. As the Editor-in-Chief and Creative Director of Geraldine Magazine, Daniel’s the one who’s dreaming up all the creative editorials, not to mention designing the layout of the innovative fine art wedding publication. Daniel’s creative prowess, keen attention to every last detail, infatuation with typography, and ability to push the envelope is what makes him shine.

Diana & Josh Perrin, Founders of Casa de Perrin

Diana & Josh own the country’s leading high end tabletop rental and design company, Casa de Perrin. Their expansive collection of finely curated and highly edited inventory range from specific eras of vintage china, flatware and glassware to tabletop pieces and accessories they’ve had commissioned specifically for their purposes. Their aesthetic is at once timeless and unexpected, and their taste in acquisitions has led the effort in redefining an industry of truly setting the table. Their inventory, design and styling work have been prominently featured in Martha Stewart Weddings, Vogue, Elle Magazine, The Wall Street Journal, C Magazine, Brides, Inside Weddings, and various other publications around the world.

Jess Levin Conroy, Founder & CEO of Carats & Cake

A premier network representing the best in the wedding industry. A native of Laguna Beach, California, Jess attended the University of Pennsylvania before heading to New York to work in venture capital at Burch Creative Capital, where she helped manage investments and brand development for a portfolio that includes Poppin and Tory Burch, LLC. After nearly three years identifying aspirational consumer-centric opportunities and strategies, Jess departed as an associate to pursue her MBA at NYU’s Stern School of Business, Jess saw an opportunity to build upon her past experience as an investor and change the way local wedding vendors do business. The Carats & Cake network was built to connect affluent couples with elite vendors and venues, and is now supporting premium vendors with elegant business tools, exclusive media opportunities, and targeted cross-channel exposure.


Thank you so much for all of your time, energy, effort, care and hard work making the Masterclass a reality and great success. I am honored to have attended and so inspired by you, the other presenters & attendees. You set an extremely high standard which is incredibly admirable. Thank you for being so diligent in raising the bar for our industry.

–        Virginia Edelson (Bluebird Productions, Aspen, Colorado)   


The most invaluable part of the Masterclass was that it didn’t end in Montana. Laurie continues to be a mentor and friend for me and my business in ways that money can’t buy. It was a priceless experience and I wish I could do it all again.

 –       Tory Smith (Smith + James Events, Los Angeles, CA)


I have admired your work from afar for many years, and it was such an honor to get to learn from you and get to know you on a personal level.  Just knowing that you are a real person who cares so much about every client and, having achieved such incredible success, is so humble and grateful, makes me feel so much more confident that my dreams and goals for my business really are within reach.

–     Elizabeth Duncan (Elizabeth Duncan Events, Washington DC)


Wow!  A week of mentoring, transparency, and learning from the best is truly a once in a lifetime experience! Laurie, the LASE team, and industry experts are all incredibly supportive, providing tangible advice and guidance to drive your business forward. The best part…Laurie continues to be a mentor and friend which is priceless.  I am forever grateful!

–     Jenny Schneider (JNS Events, San Francisco, CA)