2018 Wedding Planner Masterclass
Sunday March 18th – Thursday March 22nd
The Santa Lucia Preserve
One Rancho San Carlos Road
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
-Attracting the right clients for your business
-Embracing Traditional Etiquette in a Modern World
-Mastering Event Logistics
-Tenting & Production
-Planning Resources and Procedures
-Creating Inspiration Boards
-Design Inspiration & Styling Workshop
-Food & Wine Expertise
-Social Media Presence
$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, 2018.
Final payment of $4,000 is due on March 1st, 2018.
Please note: Attendees may 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 firstname.lastname@example.org for details.
Monday through Wednesday
Breakfast and farewells
Set on a sprawling landscape, the 1920s Spanish Colonial Hacienda & adjacent Ranch House are located in the heart of The Preserve. Each attendee will enjoy private accommodations in a beautifully-appointed guest room with en suite bathroom (shared accommodations available upon request, for those attending with guests or business partners).
The Hacienda features a cozy great room on its main level, where attendees can gather by the fire, gaze out on the wildlife grazing nearby, sip a glass of wine and get to know other planners and guest speakers in a relaxed, communal environment.
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.
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.”
Diana & Josh Perrin, Founders of Casa de Perrin
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.
Susan Kidwell, General Manager, Hensley Event Resources
For the last 28 years, Susan has been leading the Northern California event community with trendsetting tented environments. She will share her wisdom and passion for tenting by breaking down the basics as well as expanding on creative production support.
Madison Hartley, Floral Designer
Madison Hartley, founder of Hart Floral, is a floral designer and teacher. Formally trained as a painter, Madison synthesizes her knowledge of color and texture with her passion for seasonality by creating designs for weddings & events that mimic the way in which flowers and foliage interrelate in the wild. Currently, she makes her home in Portland, Oregon and travels across the world teaching floral design throughout the year.
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
Alexandra Macon, Founder of Over the Moon
Alexandra founded Over The Moon, a wedding website devoted to aspirational yet attainable weddings alongside informative how-tos, shopping guides, health and fitness tips, personal essays, travel ideas, and much, much more. She is also the weddings editor at Vogue.com and a consultant for Brides.com.
Alexandra started out in the fashion industry at Ralph Lauren, then went on to work at Vogue magazine, Domino, and Interview. Ultimately, she returned to the mothership as the managing editor of Vogue.com, a post she held for seven years, before transitioning to creating weddings-focused content full-time. She lives with her husband and two daughters in New York City.
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.
Gabrielle Hurwitz, Style Me Pretty
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.
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.
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 (Jenny Schneider Events, San Francisco, CA)