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Owned by Alf

Nightlife event coaching: 22 years building San Francisco's most connected scenes. I teach you how to turn parties into $10K+ monthly income.

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7 contributions to The AI Event Insider
Staying Committed as an Event Entrepreneur 
Let’s talk truth: Building your own event planning business is a wild ride. One month you feel unstoppable.The next, you’re questioning every decision you’ve made. Sound familiar? Here are 7 key reminders to help you stay focused, resilient, and committed, even when it gets hard: 1. Vision Over Vibes. Your feelings will fluctuate but your vision shouldn’t. Tip: Revisit your why regularly and write it where you can see it. 2. Progress Isn’t Always Loud. Just because it’s not viral doesn’t mean it’s not valuable. Tip: Track small wins such as client feedback, new leads, improved systems. They compound. 3. Choose Consistency Over Hustle. You don’t need to burn out to “make it.” Tip: Set a weekly rhythm you can sustain. Show up when it’s boring. That’s where growth happens. 4. Surround Yourself with Builders. Motivation dies in isolation. Tip: Post in this group weekly. Connect. Be seen. Share struggles and celebrate wins. 5. Don’t Compare Your Chapter 2 to Someone’s Chapter 20. This is a big one! Your journey is unique. Tip: Use others for inspiration, not as a measuring stick. 6. Build Systems, Not Just Momentum. Systems create stability when motivation fades. Tip: Automate outreach, prep checklists, templates, anything that saves mental bandwidth. 7. Expect the Dip and Push Through It Every business has slow seasons, quiet launches, and dry leads. Tip: Stay curious. Adjust what isn’t working, but don’t quit the whole game. What’s one strategy that helps you stay focused when things get tough?
1 like • Mar 30
I've been in the event planning business for over 22 years myself. I actually organized social events for my friends of friends, and that's how it started out in college. I wanted to have a bigger social circle, and I was from another country, coming into a university without many friends. But I made some friends in my public relations class. I had a friend of mine, Sam, who was interested in throwing a little party because he saw that I also connected with some of the Scandinavian girls, since I'm from Scandinavia. That's how my event planning business started. In the beginning, it was just a hobby, but then it turned into a full-time gig that I completely loved. I did events and parties that I enjoyed being part of, from beach parties to taking people to concerts. I even took over bars, restaurants, hotels, and even large Hotels too. My events grew from 250 to several thousand. One time, I had an event for over 5,000 people at San Francisco City Hall! The event planning business is really an exciting business to be in. You can control your own destiny in many ways when you learn to be creative and work with sponsors, co-hosts, and partnering up with the right people. It's a fantastic opportunity AND a Great business to be in. I think in this day and age, with all the people being too much alone and sit at home and isolated digitally, this is a fantastic business to be in. Let me know if you have any questions.
When Things Break Bad
Let’s be honest… Flights get delayed. Speakers cancel. AV fails. Weather changes. Roads close. I have had all of these happen, plus 75% of my group getting food poisoning, my team getting sick, charter flight engines catching on fire, getting threatened by a vendor to leave my group if I don't pay them additional funds right then and there, the beach for an event was gone due to a storm, a main venue closed 30 days prior to our event. No event goes exactly as planned. And in those moments, everyone looks to one person: You Here are 7 ways to lead, pivot, and protect your event when things go wrong: 1. Control Your Energy First Before you solve anything, control your reaction. If you panic, your team panics. If you stay calm, your team stays focused. You are the emotional tone of the event. 2. Get the Right Information Fast Don’t react on assumptions. Ask: What exactly happened? What are the options? How much time do we have? Clarity creates better decisions. 3. Make a Decision Quickly Indecision creates more damage than the problem itself. Even if it’s not perfect, forward motion matters. 4. Redirect Your Team With Clear Instructions Your team doesn’t need a discussion, they need direction. Be specific: Who is doing what. By when. What is the priority? Be crystal clear with what you expect from each team member. Some people handle stress and uncertainty much better than others. Recognize who can handle the more challenging tasks or harder decisions. 5. Communicate With Confidence, Even If It’s Not Perfect Attendees don’t need every detail. They need: Clear updates. Confidence and Reassurance. How you say it matters as much as what you say. 6. Protect the Attendee Experience Most attendees won’t remember the issue, hopefully. They’ll remember how it was handled. Shift focus to: Keeping things moving. Maintaining energy. Creating an alternative experience. 7. Always Have a Plan B and Sometimes C The best planners don’t just react, they anticipate. Think ahead: Backup speakers or agenda adjustment. Alternate spaces. Alternate routes for off-site events. Flexible timelines. Contingency budgets. Determine the closest hospital. Does your team have CPR training. Have an emergency protocol handbook for your team. Know your client hierarchy.
0 likes • Mar 30
Great Insights. I have been through the ringer many, many times too. I've been in event planning for over 22 years, both corporate events and private events that I organized myself. I remember one time I was renting San Francisco City Hall for a big Halloween ball with over 5,000 people attending the event. This event was planned six months out. We had one main contact in the sheriff's department that we did all the walkthroughs with. We Also did walked through of the scene with the fire department. You can imagine a secure building like that. Everybody had to go through metal detectors. We knew that the entrance point was one of the key points to make sure we did right. They were going to enter in from both sides of the building. Check in 5,000 people. Wouldn't you know it, 20 minutes before the event starts, there is a new sheriff in charge. The person that we had dealt with for the last four months was away on a training in Dallas. This new Sheriff shot down 50% of our entrances. We obviously called the main person that we had set up the agreement with in the event planning department. She came on deck. We could not get this sheriff to change her mind, and it was very, very tricky. It caused a huge problem for our event, and it actually ended up shutting down at 12 midnight, two hours before it was supposed to be shut down. What do you do in situations like that? Learning from what happened is that you need to make sure that you have the same person that you've gone through with it.... You want to make sure there is not a change of guard taking place. Those come with experiences, but if you can think of those things in advance, that would be the kind of thing you want to do. You want to check in with other entertainers. The follow-up, follow-up, follow-up is the key thing here. Feel free to ask me any QuestionI I can be of any help.
Interactive Zoom Sessions
Hi all - I am looking to start up interactive Zoom sessions again as I think sharing ideas and asking questions is really important. Questions are: Would you participate in these sessions, what would you like to discuss, how often is best to start (bi-weekly, monthly?), day and time options? My goal is to create an interactive community that is your go-to place for ideas, support and discussion. Share your thoughts!
0 likes • Mar 30
@Teresa Bacal Here's my two cents. This sounds like a mastermind of sorts, where you actually meet on a regular basis and discuss things. I can just share what has worked for me, and then you can make your own decisions. However, if you meet once a month, chances are this group will not last long. People will forget what was talked about. People will quit. You'll need to follow up, and you won't have momentum. I've been in many, many mastermind groups. Two of them I'm currently in started in 2004 and another one in 2012. We meet on a weekly basis. If that's something you want to listen to, you can. It's the only thing I see that, if you don't have momentum, will die out. More importantly, if you don't meet on a consistent, regular basis, like our example, once a week, and no more than an hour and a half tops, this is what I've learned works the best. But this is all up to you; I'm just sharing with you what worked for me, and it's up to you what you do with it. All the best, Best of luck.
Venue Questions: Follow This Check List When Considering a Venue!
Hi Ladies and Gents... I jotted down some notes and personal notes when creating this Venue Check list. It has some Very Valuable insights that will save you a Lot of Headaches and "troubles" if you pay close attention to what I am pointing out. Ps. There is MORE to this list when it comes to the Venue "qualification", but I did not want to overwhelm you. See Attachment so you can take your next Party Event to the next level.
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Venue Questions:  Follow This Check List When Considering a Venue!
Why In-Person Events Matter More Than Ever
After years of screens, logins, and virtual handshakes, people are craving connection. In-person events are making a powerful comeback, and it's more than a trend, it's a response to a deeper human need. Here’s why they matter and how to make them thrive: 1. Humans are wired for face-to-face We remember voices, body language, and energy more than usernames. In-person builds faster trust and rapport, whether for business deals or breakout sessions. 2. Serendipity doesn’t happen online Chance conversations in a hallway can lead to game-changing opportunities. You can’t “bump into” someone on Zoom. 3. Engagement is higher Attendees are more present, focused, and emotionally invested when they step away from daily distractions. 4. The energy is contagious Live keynote? Applause. Panel discussion? Buzz. Shared meals? Connection. In-person events create energy that no AI can replicate. 5. Networking goes deeper Create structured and unstructured moments to help people meet: coffee lounges, mentor sessions, interactive walls, speed networking, or even badge color codes for conversation starters. 6. Stronger post-event momentum When attendees feel something real, they’re more likely to stay engaged after the event, leading to longer community lifespan, repeat attendance, and brand loyalty. 7. Hybrid can’t replace human Hybrid models are helpful, but in-person experiences are the glue that binds. Build around them, don’t replace them. What are the BEST networking moments you've created or experienced at a live event? Drop your story or strategy below to help inspire future great gatherings.
2 likes • Feb 25
Boy, are you talking my language. I've been into organizing parties in San Francisco for over 22 years. The culture where I come from, which is Scandinavian, we are not used to dating. So when I went to college back in the mid-80s, I also was not used to dating. We go out in groups in Scandinavia, and we mingle and match and figure out who we are attracted to. That's kind of how things happen there between a boy and a girl. I've been organizing parties for friends of friends that grew into really large groups because I was very picky about who would come to my parties so that we would have a nice crowd there and no fights and drugs or shootings. And then I built my parties into a big international crowd. Usually my events would have three to four rooms with different music. One room would be European, ...another 70s and 80s music, ..another room with a Latin music, ...and another room with Persian music. We covered so many genres and cultures, and that was the beautiful thing about the parties that I threw. P.S. I also know about how to promote through friends of friends, and I have some fabulous techniques if somebody wants to know about that.
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Alf Marcussen
2
13points to level up
@party
Nightlife event coaching: 22 years building San Francisco's most connected scenes. I teach you how to turn parties into $10K+ monthly income.

Active 37m ago
Joined Feb 24, 2026
San Francisco and Norway
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