Interview with Joey Roberts, Founder of Roberts Event Group

Before answering interview questions, Joey Roberts helped put things in perspective by contributing information about the history of Roberts Event Group.

Joey Roberts:

A little history of Roberts as background:

• Founded in 1995.
• My background was as a bandleader for social non-profits and occasional corporate events.
• My first company was The Entertainment Group founded in 1981.
• At its height, we had 15 bands and several smaller ensembles along with performers, entertainers (such as yourself), dancers, DJs, etc.
• The company was doing approximately 1500+ events a year.

When the PA convention Center construction was announced, I shifted (with the urging of the PCVB) to change focus on our core business. This era of Philly hospitality in meetings and conventions was practically nil. We partnered with PVCB to bring awareness to the corporate, association, and non-profit buyers of everything Philadelphia had to offer and to strongly encourage them to take a look at Philadelphia. There were no major local event planners and national ones were not interested. We were fortunate to hit the ground running. Our reputation, enthusiasm, and capabilities were in place. All the new hotels, event locations, caterers that popped up in anticipation as well as the PACC and PVCB  were looking for assistance to be able to support the expected influx of national and international buyers and help make our city a world-class destination. We did our due diligence to learn and train our quickly growing staff in all aspects of that service. We discussed with our national expert friends in that field to understand every nuance. I would say that we were at the right place at the right time to become the premier Event Planners and DMC in the Philly region. The term DMC (Destination Management Company) was not a term people really knew in this City at that time. There were many wrong interpretations of what the scope of being a DMC encompasses. I would say with the acquired knowledge and luck of being part of the Philadelphia fabric in hospitality positioned us and don’t believe any other actions would have brought higher results at that time.

Jesse Dameron:  If someone donated $10,000 with the stipulation that it must be invested into Roberts Event Groups within one year, where would you allocate the funds to facilitate growth? Can you break down the reason(s) why you would allocate the funds in those areas?

Joey Roberts:  I would have put those funds strictly into Marketing and Pro Bono work. I always had the philosophy that great marketing brings great opportunities and would create a greater influx of quality sales. I was always committed to doing good and paying it forward (even before that became a term). This would include partnering with others in the Hospitality Industry to benefit a non-profit or a neighborhood in Philadelphia.

Jesse Dameron:  It’s often stated that being a good listener, being honest, and staying in front of past clients are all part of building relationships. Do you have any creative or outside-of-the-box ideas (not often found elsewhere) for building relationships?

Joey Roberts:  Being a good listener is an inherent trait that needs to be cultivated and practiced. Being a straight shooter- being honest and forthright is something I was brought up on. Listen to the clients’ needs and vision and make sure your concepts will best accomplish their goals. Nothing more and nothing less. We always stayed in touch with our clients thru the traditional gifts, note, etc., but often we would create an experiential event for them and their associates usually during lunchtime in their own workspace. It usually was themed -food, decor, a fun activity, and a giveaway. It not only helped cement our relationship but the word spread among other departments and other companies.

Jesse Dameron: What are some unique ideas that can make an event more interesting or otherwise enhance it?

Joey Roberts:  Events work best when they are layered- meaning just when they “saw it all” another layer of excitement would explode on the scene. Also not only creating a great menu but weaving the service and timing of it into the event. and putting elements of the meal to be thematic or experiential.

Jesse Dameron:  What do you think it is about an entrepreneur that makes them cut out for success in the long-run?

Joey Roberts:  Quite honestly, I believe entrepreneurs for the most part are inherently born with the trait and it is cultivated by their interests, exposures, and life experiences. I feel a great entrepreneur always is excited by the final “product” and not the bottom line. Having new and unique experiences at an event that they wouldn’t imagine it being presented or create involvement.
I’m very big on active, not passive participation.

Jesse Dameron:  What is something an event planner could do that would really impress you?

Joey Roberts:  That their left side and right side brain are in sync, plus fully liking people and understanding human behavior. Style and good taste. Sometimes less is more!!

Jesse Dameron:  You actually run a consulting company for event professionals. Is it geared toward event employees in a managerial or ownership position? Want to share anything else about it?

Joey Roberts:  Our firm consults with clients who need assistance and guidance in creating meetings and events that are on point, meets their expectations, and reinforces their messages.

Jesse Dameron:  Do you have any recruiting or hiring tips you are willing to share?

Joey Roberts:  Our hiring practice: after taking a cursory look at their resumes we look for traits in the interviews that show an electric personality and an eagerness to learn are articulate and have taken some coursework that will be helpful in their development with Company. We try to find the best “athlete” and that also displays a proactive approach to the position. Prefer them having some exposure and experience with the industry rather than having very experienced (with exceptions, of course) candidates. This makes it much easier to integrate the candidate into our culture and work expectations.

Jesse Dameron:  As an open-ended question, what advice would you give to an event planner who wants to be successful, get promoted (if they work for someone else), or increase profit (if they are an entrepreneur)?

Joey Roberts:  Realizing this is not a 9-5 day, 5 days/week profession, be prepared to maximize/minimize work/life ratio. If you’re an associate, treat the firm as your own. If you are an employer, treat your associates with respect, recognition, and reward. Listen to their ideas. Since they are in the trenches, their spin could probably be of great value. The success of every company is due to positive successful experiences by all who are stakeholders.

Joey Roberts is now a professional consultant for event planners and you can learn more on his website at www.choosejoey.com. If you have a gala, breakout session, sales conference, or another event coming up, consider blowing your event guests’ minds with the rare entertainment seen in the video below. 

Do you like the event entertainment you see in the video above? Visit mentalistjesse.com to learn more or call 267-261-9930 for a free consultation.