MCW Events is all about making moments matter. And we’re lucky enough to be connected with some of the best moment makers in the events industry. Serra Skadden is the Global Account Director at Four Seasons Hotels & Resorts and agreed to share some event industry wisdom.
How did you get started in the Event Planning industry?
I’ve loved planning events since I was little. I always knew I liked bringing people together but didn’t realize it could be a career until after college. It was a “right place at the right time” moment. I started working at an Urban Country Club in San Francisco as their Office Manager/Members Event Planner. I quickly learned that the urban country club just so happened to be inside the Four Seasons San Francisco. My job included being the liaison for the hotel, and the next thing I knew, I was working for Four Seasons! That was 15 years ago, if you can believe it. I started as a Manager in Training which gave me incredible insights into how the hotel business works, and then landed in catering, conference services, and, ultimately, sales. After my stint in San Francisco, I sold our resorts in Nevis and Punta Mita for quite a few years, and now I am a Global Account Director for our customers in Northern California and the PNW. It’s so funny thinking back to when I started. I really knew nothing about hotels, but 15 years later, I am happier than ever! Such a great career, getting to see events come to life every day!
What’s an event planning/production tool you can’t live without?
My current role is less an event planning/production tool and more our CRM database that keeps track of all my contacts and all my groups as they come and go to different properties around the world. With events happening every day and over 120 hotels to sell globally, our CRM tool helps me stay organized!
What was something you wish you’d known before you began planning events?
The lead time it takes to get something off the ground! When you are planning something personally and more socially, you can pull it together in a matter of weeks. But incentives and marketing launches can be years in the making.
What’s one of your favorite event moments?
It’s always the welcome party. I love seeing everyone arrive at a hotel and all the other attendees for the first time. There’s such joy in those moments. It’s hard to put it in words. These last few years have been so hard on everyone and really solidified the importance of in-person events and a good old-fashioned hug for me! There is nothing better than bringing people together!
What’s your favorite donut?
I am a plain jane, glazed donut gal. I can’t resist the classic!
