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Category:
Published: February 2008
Richard Carrier speaks openly about his love for his career. After 18 years in the business, he has planned events both large and small, from Las Vegas, to the Capital Region.
Success Magazine: How do you define success?
Richard Carrier: Success is having the freedom to live life the way you want, on your own terms. Success means reaching family, self and professional goals and having the ability to balance them all. Success is not an end but a means, a continual pursuit.
SM: How did you get started on this path in life?
RC: After completing a two year degree in hotel technology from Schenectady Community College, I moved to Las Vegas to attend UNLV and pursue a degree in Hotel Management. I began working at the Las Vegas Hilton and became interested in Catering and Special Events. I was fortunate to work with some of the best event professionals in the industry. We did private parties for the Hilton Family, Bob Hope, Mohamed Ali, President Reagan and numerous other celebrities. We have also had very large conventions where a sit down dinner of 5,000 people or more was not uncommon.
SM: How did Total Events begin?
RC: After our children were born in Las Vegas, my wife and I decided to move back to the area to be closer to our immediate family. This is where our support system is. Working in the local hospitality market, I realized there was a need for higher end events in our area. We started off doing smaller type decorating events and then evolved into party rentals and full service event production. In seven years, we have grown from our basement in our home to a 24,000 sq foot warehouse, from two employees to twenty five. We have experienced significant growth since our conception.
SM: You have over 18 years experience, most of which was in Las Vegas. How did your experiences there differ from those you have had here in the Capital District?
RC: The events in Las Vegas were very large with extreme thematic decor and huge budgets. Although constantly creating new and exciting themes was challenging, it is much easier to put on an event when money is not an issue. Although budgets are smaller in the Capital Region, we have the benefit of taking the extreme trends in Vegas and scaling them down to something that is still exciting but fits within a cost structure of local Associations, Government and non-profits that make up a large portion of the business in the Capital District.
SM: What is it that you enjoy most about working in the event industry?
RC: Seeing the end product of an event- watching a clients eyes light up when you have taken their vision and pulled it all together. I enjoy helping clients reach their own goals for their particular event. We do a great deal of work with non profits, and donate a lot of time and resources. It is a good feeling knowing that you have contributed in making the event successful.
SM: What is the most challenging aspect?
RC: The devil is in the details. There are so many details to an event, and it is usually the smallest detail that is easily overlooked yet can cause the biggest repercussions. There are no second chances. Timing is a huge issue. If the wedding or party starts at 6 pm you have to be ready to go at 5:30 no matter what the issue. There are always going to be problems, but what matters is how you handle those problems. Our crew is very creative in helping to overcome obstacles.
SM: What type of events does your company do?
RC: Total Events is a full service event company, including themed events, casino parties, weddings, carnivals, conventions and party rentals. We work with a variety of clientele from corporations to individuals hosting private events. Caterers, hotels, and event planners make up a large portion of our clientele. We pride ourselves in having an interactive design showroom where clients of all types can come in, see the linens, centerpieces and other decor to visualize the end result.
SM: What event are you the most proud of?
RC: We did an event for NYSUT at the New York Hilton a couple of years ago. The event was one of the most challenging. We had to deal with budgets, a tight set up window, huge logistical issues and high stakes. Bill and Hillary Clinton along with 2500 guests were at the event and the current President of NYSUT, one of our largest clients, was being honored. Everything had to be perfect. We pulled together and made it happen. We received praise from both our client and the venue. Our entire team is very proud of what we overcame and how the rooms were transformed.
SM: Has there ever been a time that you wanted to quit?
RC: Quitting is not an option.
SM: Dealing with the public is certainly stressful, especially in a setting as important as a special event. How do you deal with the pressure?
RC: The event business can be very stressful, especially in terms of dealing with timing and logistics. But that pressure fuels our adrenaline. I rely on our entire event team a great deal; they know what it takes to make it happen.
SM: You pride yourself on excellent customer service. How do you maintain that standard?
RC: We are fortunate to have an excellent team. Our staff knows that everything we do, from the first phone call to the breakdown of the event is a reflection on themselves as well as the company. We have clients calling us daily to commend the guys in the field or the event planner working on their event. They are an exceptional team.
SM: What personal characteristic do you attribute to your success in this industry?
RC: Hard work and perseverance. I am also very fortunate to have my wife Melissa involved in the operation. She came into the business 4 years ago. Her background in Sales and Marketing at IBM has really taken our marketing and sales strategy to a new level.
SM: What sets you apart from your competition?
RC: Total Events is the only Full Service Special Event Company in the area. Our clients have the convenience of calling one company for all of their event needs. Clients have often commented on our customer service, especially our responsiveness. This is one of the primary reasons they do business with Total Events.
SM: Are you naturally gifted in terms of creativity, or is that something that you have learned over time?
RC: For me, creativity in terms of new design ideas is a work in progress. I am always looking for new ideas and concepts. But we have many naturally creative people on our team, including our event managers and designers. We also attend event conventions on a regular basis. A big part of our business relies on keeping ahead of the trends, so we regularly travel to shows like Special Events, A.R.A, Cater Source and Biz Bash. Speaking with other event professionals and learning from them is a huge part of our inspiration.
SM: How has your past paved the way for your success?
RC: Seeing is believing. I have seen my parents succeed in family life, and I have seen how successful businesses grow. I have seen first hand the creation of amazing and spectacular events. This has fueled my desire to succeed. And certainly my education and experience has given me the tools I need to succeed with Total Events.
SM: What advice would you give to an entrepreneur just starting out?
RC: First, expect to work long, hard hours. Second, surround yourselves with knowledgeable, inspirational and motivating people. Always know your priorities. No matter how successful you are in business, it means nothing if youre unsuccessful in your personal and family life.
SM: Do you love what you do?
RC: Absolutely. I love the fact that every day is different. No two events are the same. Never a dull moment.
SM: If you had to describe yourself in one word, what would it be?
RC: Determined.
SM: Who has influenced you the most in your life?
RC: I have always had an innate desire to succeed. My father inspired me to work hard and never give up. More than anything, that has been my driving force. To carry his legacy on to my own children is very important to me. Meeting my wife and working together has been a major contributor to my success...our success. More than my experience and training, it has been the people in my life that have led to my success and continued pursuit of success.
SM: At what point did you realize that you were successful?
RC: When I married my wife. Together we are fulfilling both our dreams and aspirationstwo awesome kids, our own business and an incredible support system of family and friends.
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