One in an occasional series of features on Charlotte area businesses, nonprofits, and events, and how they are adapting to the “new normal.”
Our Subject: J. Leigh Events is a Charlotte-based event planning business offering full-scale planning for everything from large corporate events to weddings to back yard parties. Shopping tours and retail events are a specialty for owner Jennifer Bishop, who has more than 15 years of event planning experience.
What’s been impacted: With the Governor’s executive orders limiting the size and location of gatherings, most major events were cancelled this spring and summer. Even as restrictions were slowly lifted throughout the summer, event planning was impacted into the fall months as clients were hesitant to go ahead with functions.
“90 percent of our business is impacted,” says Bishop. “By this time of year, we are usually planning close to 40 events, and this year, we’ve done less than 10.”
Innovative pivot:Realizing people would still want to celebrate special occasions like birthdays and anniversaries, but with a closer circle of family and friends, J. Leigh focused on packing big quality into a smaller, “micro-event” package.
“We are working with clients to take advantage of phase three,” says Bishop. “For example, a drive-in movie instead of a traditional trick or treat, and appointments to see Santa.” Social distancing is a priority at all events.
Virtual events helped bridge a gap, too, but Bishop knows they have their limits. She understands people are suffering virtual fatigue from being cooped up inside too long with too much screen time, and finds creative ways for people to celebrate together safely in person. She has found venues that can host small groups affordably, to make packages cost-effective.
Reactions: “Everyone is understanding,” says Bishop. People are eager to connect but want to do it safely, so they are open to different ideas than they would have been a year ago.
In other words, one thing restrictions have allowed and even encouraged is creativity.
“We’re changing up the way we do events, because people are open to it now,” says Bishop. For instance, some venues can hold a lot of people, but rules allow only a few at a time indoors — so more venues are looking at ways to use their outdoor space more effectively. Suddenly, patios and parking lots are taking on a lot more importance, says Bishop
Forecast for the future: Bishop says small-group gatherings have always been part of J. Leigh’s services, so they’ll stay — but for now, they’re marketed a little differently. She will continue to do virtual events as needed, because people realize their value.
Planning is definitely more difficult when no one knows when restrictions will be lifted, says Bishop, but the creativity will always be front and center and people are going along with it.
“No one has ever planned events during a pandemic,” Bishop says. “We hope the things we have on the calendar will still happen.” Either way, planning at some level will continue and businesses and individuals will seek creative ways to connect.
For more information: https://j-leigh.com/