Makers & Movers: Lawrence Event Planning Company
We’re back with another great edition of the Makers & Movers series. Today, we’re highlighting James Lawrence, founder of Lawrence Event Planning Company. Let’s get this interview started.
1. Introductory Insight
What is your name, and what is your side hustle or business?
My name is James E. Lawrence Jr., and I’m the founder of Lawrence Event Planning Company, based in Valdosta, Georgia.
Briefly describe your business or side hustle.
We design elevated environments for upscale events. Our services include planning and designing milestone birthday parties, weddings, proms, corporate banquets, leadership luncheons, scholarship galas, and holiday functions. We specialize in room transformations, custom lighting, detailed staging, and seamless guest experiences that are both visually compelling and logistically sound.
How long have you been operating your business?
I started Lawrence Event Planning Company in July 2015. We’ve grown steadily since then, with a deeper shift into lighting and immersive design experiences over the last few years.
2. Business Journey
What inspired you to start your business?
My passion for event planning started long before the business was born. Back in high school, I was the one organizing talent shows, coordinating pageants, and helping lead parade efforts. That continued through college, where I stayed involved in campus events and large-scale productions. I’ve always had a natural eye for putting things together and creating an experience. Lighting was something I loved early on, so it’s been a core part of our company since day one. Starting the business was less about creating a hustle and more about giving structure to what I already loved doing.
How did you transition from idea to execution?
We didn’t start with a lot of inventory, because the original business model focused more on planning and design. Our goal was never just to decorate, but to create spaces that looked and felt different. We came into the market with a clear creative point of view and a willingness to push boundaries. Over time, the demand for more immersive design grew, and we began incorporating lighting and environment-focused elements more heavily. That evolution happened naturally, client by client, as we stayed committed to originality and followed where the vision led.
What were the initial challenges you faced?
Pricing and boundaries. I used to over-deliver out of pride or the need to impress, which often meant I was doing too much for too little. Learning how to protect my time, value my work, and create a healthy margin was one of the most important shifts I had to make.
3. Strategic Moves
What does a typical day look like for you?
My day depends on where we are in the event cycle. Early in the week, I’m usually working through proposals, refining design plans, and finalizing logistics. As an event approaches, my focus shifts to vendor coordination, packing lists, and load-in prep. Install days are intense. We often deliver large-scale setups with small, focused crews, which means everyone wears multiple hats, and timing has to be precise. It can be physically and mentally demanding, but the payoff is seeing it all come together. Each day is different, but everything centers around keeping the client experience seamless.
How do you manage and prioritize tasks?
I keep the process simple and structured. We use template-based timelines that cover every phase of production, which helps us avoid reinventing the wheel for each event. I also work with a consistent network of vendors who understand our expectations, which saves time and reduces back-and-forth. On the creative side, I lean into contemporary design principles that emphasize clarity, balance, and impact. That keeps decisions focused on what matters most and helps me prioritize work that directly affects the client’s experience.
What tools or systems do you use to run your business?
Google Drive keeps our documents, contracts, and planning tools organized and accessible. Canva is essential for putting together clear, client-ready visuals. I’ve also incorporated AI into my workflow for writing, planning, and idea development. It’s become a useful way to think through logistics or draft communication more efficiently. I stay away from overly complicated platforms. I prefer a lean, smart system that lets me work fast and stay creative.
4. Financial Insights
What was your initial investment?
I started with under $1,000, mainly investing in versatile decor pieces I could reuse and build from.
How has your revenue grown over time?
In our first year, we brought in about $5,000. For several years after that, we averaged between $20,000 and $30,000 annually. Around 2020, I transitioned into a full-service event management model where I became the central point of contact for the entire event. Clients paid us directly for everything: venue, catering, entertainment, rentals, florals, decor, and more. This allowed us to increase annual revenue significantly, reaching averages between $150,000 and $260,000. While that model gave us more creative and logistical control, it also made us heavily reliant on vendor pricing. Over the past two years, inflation and market instability have made it harder to maintain profit margins within that structure.
How do you manage cash flow and profitability?
When we operated under the full-service event management model, large deposits were collected upfront, which helped cover vendor payments and overhead. That structure gave us cash flow predictability, but it also meant we were financially responsible for multiple vendors at once. As vendor pricing increased and timelines became less predictable, it created tighter margins and added financial pressure. To manage that, I kept overhead low by owning a significant amount of our inventory, especially in lighting and production. I also tracked every event’s profit margin closely and adjusted future pricing based on actual cost performance. These days, I’m being more selective with projects and leaning into service areas that offer better control and stronger margins.
5. Growth & Outreach
What marketing strategies have been most effective for you?
Most of our business has come through my personal Facebook page. That platform has always been our main driver because it allows us to connect directly and organically with our local audience. Being listed on Google was also necessary for legitimacy and visibility. We invest in cinematic-style promo videos using professional event footage to communicate the scale and quality of our work.
That’s been a key part of our brand voice. Word of mouth has remained strong, especially from clients and vendors. Another factor that sets us apart is our booking infrastructure. While many competitors still operate on cash-only or informal systems, we offer credit card payments and professional invoicing. That level of structure builds confidence and helps close bookings faster.
What marketing channels have been most effective for your business?
Most of our bookings have come through my personal Facebook page, our website lead form, and phone calls from people who found us on Google. I don’t rely much on Instagram or other platforms. Being visible and reachable on Google has been essential for building credibility with new clients.
Have you leveraged social media or other platforms for growth?
Yes, but selectively. I share work that reflects our style and standard, not just to post, but to communicate the kind of experiences we create.
6. Challenges & Lessons Learned
What significant challenges have you encountered?
One of the biggest challenges has been scope creep, doing more than what was contracted, either to meet my own design expectations or to overdeliver for the client. There were times I spent out of pocket just to make the final result match my vision, which affected profitability and personal finances. I’ve also dealt with the emotional and physical burnout that comes from running large-scale installs with limited crews, especially during peak seasons. Vendor reliability has been another challenge, particularly during and after the pandemic, when supply chain issues and pricing instability became common. At times, I’ve felt the pressure of trying to make everything perfect while navigating unexpected changes behind the scenes.
How did you overcome them?
We’re actively overcoming those challenges by reshaping our entire business model. The shift has become necessary for a few reasons. Client expectations have grown while budgets have tightened, which often puts planners in the position of producing high-end experiences without the proper financial backing. But the pressure doesn’t just come from the client; it comes from their guests, who are influenced by the image those clients project.
Guests arrive with high expectations, but they lack context about the event’s budget. They see the client’s lifestyle or social presence and assume the event will reflect that fully, regardless of the actual resources provided. In that moment, you’re not just producing a space, you’re managing perception and protecting your reputation. We’ve learned to be more selective, prioritize creative control, and structure projects that align with both our standards and long-term sustainability.
What lessons have you learned that you’d share with aspiring entrepreneurs?
Don’t confuse motion with progress. Know what you offer, define your boundaries, and lead with clarity.
7. Future Plans
What are your short-term and long-term goals?
Short term, I’m focused on completing our rebrand and narrowing our service offerings to reflect where we create the most impact: lighting, staging, and immersive design. I want to be more intentional about the types of projects we take on, selecting work that supports our creative vision and financial goals. Long term, the goal is to become a leader in the Southeastern market for high-end event lighting and spatial design.
We’re moving away from full-service social events and focusing on the type of work that gives us more creative freedom, higher margins, and a healthier work-life rhythm. This includes building partnerships with universities, corporate clients, and production companies to provide scalable lighting and experience design for large-format events. We’re also working on introducing systems that allow us to take on more projects without compromising quality, whether that’s through remote lighting rentals, pre-designed visual packages, or growing a trained install crew that can work independently.
Are there any new projects or expansions on the horizon?
Yes, I’m stepping away from traditional full-service events and leaning fully into immersive lighting, visual production, and creative staging.
How do you plan to scale your business?
By focusing on repeatable, high-value services like lighting rentals and large-scale installations. I’m also building vendor relationships that support growth without sacrificing quality.
8. Personal Insights
How do you balance work and personal life?
I set quiet weeks between major installs, and I’m learning how to say no without guilt. Protecting my time helps me show up better for my family and my clients.
What motivates you to keep going?
Hope. I truly believe I was meant to be in this industry. I’ve had moments where a bride walked into the room, saw what we created, cried, hugged me, and thanked me for bringing her vision to life. In moments like that, there’s no doubt I’m doing what I was called to do. But this work is hard physically, emotionally, and financially. What keeps me moving is the belief that I can grow this company into something my family can be proud of. That belief pushes me to evolve. I’m learning how to use my skillset in more profitable ways, focusing on segments of the industry that allow me to stay creative while also building something sustainable.
If you could have dinner with any entrepreneur, who would it be and why?
Preston Bailey. His work has defined luxury event design on a global scale, but what’s even more inspiring is the way he’s remained authentic to his vision while building a powerful brand. He’s not just a designer, he’s a storyteller, a creative force, and a business strategist all at once. I’d want to talk with him about how he’s handled pressure, grown through the industry’s changes, and continued to elevate while staying grounded. There’s something about his journey that mirrors what I’m striving for to be creatively fulfilled, respected, and financially strong.
9. Advice for Aspiring Entrepreneurs
What advice would you give to someone starting out?
Be intentional. Know what you’re building, and make sure it aligns with the kind of life you want to live. Don’t get caught up in trends or social media validation. Build a business that reflects your values, respects your time, and brings real value to others.
What do you wish you knew before starting your business?
That being talented isn’t enough. You have to protect your boundaries, charge your worth, and run your business like a business, not a passion project. I learned the hard way that overdelivering without structure or limits will wear you down.
How can one stay resilient during tough times?
Anchor yourself to your purpose. There will be setbacks, slow seasons, and moments when you question everything. But if you believe in what you’re building, you’ll keep going. Remind yourself that growth takes time, and learn to pivot without losing who you are in the process.
10. Fun Rapid-Fire Round
What’s your favorite productivity hack?
Using AI to streamline everything from client communication to planning documents. It helps me work smarter and faster without compromising the quality of the experience.
If your business had a theme song, what would it be?
“Power” by Kanye West. The energy, the confidence, the push to be seen and respected, it matches how I approach this business.
What’s a fun fact about you that most people don’t know?
I enjoy flight simulation. It’s something I use to unwind and challenge myself. One day, I’d love to pursue a pilot’s license, but for now, sim flying keeps me sharp and curious.
How can people follow your business?
Instagram: @lawrenceevent
Website: www.lawrenceevent.com
Email: [email protected]
Jason Butler is the owner of My Money Chronicles, a website where he discusses personal finance, side hustles, travel, and more. Jason is from Atlanta, Georgia. He graduated from Savannah State University with his BA in Marketing. Jason has been featured in Forbes, Discover, and Investopedia.
