Putting on an event is no easy task. It’s an even a bigger job if you’re planning events in New York, Hong Kong, South Africa, Mauritius, Berlin, Japan, and Paris to name a few. Add to that managing relationships with major companies, transforming an ordinary room into an over-the-top maze, and wrangling talent for a red carpet event, and one can only imagine how hectic but exciting life can be for Cheryl Gentry (@baskingntheGlow), president of Glow Media, a public relations and event management company.
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Aside from executing events, Gentry doesn’t blink an eye when it comes to creating initiatives to empower others. She is the co-creator of the Diversity and Inclusion Awards (DANDI), which recognizes individuals and organizations that demonstrate outstanding commitment to creating a more
diverse and inclusive world. Gentry is also a board member of the Network for Teaching Entrepreneurship, and a women’s committee member of iMentor, YWCA/New York City Top Women Executives.  Plus, she was featured twice in O, the Oprah Magazine and in the New York Times.With an upcoming client conference in Rwanda, plans to trek with gorillas in the midst and embark on a five-day climb of Mount Kilimanjaro, BlackEnterprise.com caught up with the event maven to find out why she started a golf league to close deals and about her favorite apps to manage her business.
BlackEnterprise.com: What inspired you to start your own company?
I started planning events as a side job while continuing to work full-time for I.C. Isaacs, a designer and marketer of branded jeanswear and sportswear. I produced a fashion show for Vibe Magazine, planned a party to unveil a new logo for the New Jersey Nets
(now Brooklyn Nets), and conceptualized a campaign for Dupont Lycra® to transition from spandex to lycra. Shortly after, I decided it was time to start my own company full-time. That was 16 years ago; I never filled out another résumé. I knew that this was going to be what I wanted to do.Find out tips from Gentry for global events entrepreneurs on the next page …
What advice would you give to an aspiring entrepreneur/event planner?
- Be detail oriented. You have to be able to guide people from the moment they leave their homes, arrive at the event location, and return home.
- Conduct research around business etiquette in different countries. Sometimes “yes†means “no†in some cultures.
- Hire a bookkeeper. Even though I am very good at managing finances I knew keeping track of huge budgets was key to operating my business. So, I hired a bookkeeper. I am happy to report she’s kept my records in tact over the years and is still with me.
- Be flexible. You have to think on your feet because things change suddenly.
- Conduct a continuous self-assessment. I am always measuring how I can I be more efficient with my planners.
You are also the Founder of GLOW, Golf and Leadership Opportunities for Women. Why did you start an initiative to help promote golf and encourage participation in the sport from minority women?
One of my clients was so heavily involved with the golf, I had to learn how to play. Those four hours of talking to someone and getting to know them on the course proved to be more important than just hanging around a boardroom for an hour.
I founded GLOW in 2010 as a division of my company and a certified member of the PGA Golf Industry Supplier Diversity Initiative.
While traveling several times throughout the month, you’re managing accounts from $500,000 to $5 million, employees’ and client expectations. Do you have any on-the-go apps?
- “Super Planner” iPad app for the professional event planner (for budgeting, table size, etc.)
- “Iprompt Pro” Works as professional tele-prompting software
- “Evernote”— Captures and organizes business cards quickly and easily
- “Currency Converter“
- “Trip It” Keeps all of my travel plans in one spot
Kandia Johnson (@kandiajohnson) is a communications strategist, writer, and world traveler. She is dedicated to empowering audiences to tap into their hidden potential to achieve success. Driven by a passion to help people and organizations turn vision into reality, Kandia creates content that educates, engages and inspires.