Carol Sass
Events by Design
Meridian,ID
2
Certificate
23
Years of experience
Results-driven executive event leader and revenue driver with 15+ years of experience turning corporate event strategy, luxury hospitality positioning, and premium client experiences into measurable business growth for Fortune 500, government, technology, and ultra-high-net-worth markets. Trusted to own $7M–$15M revenue portfolios, P&L performance, executive stakeholder relationships, strategic partnerships, and multi-functional event organizations while elevating brand presence across large-scale conferences, executive programs, VIP experiences, and premium hospitality environments. Recognized for expanding profitable event portfolios, increasing bookings, protecting key accounts, improving margins, and building leadership systems that convert business objectives into revenue growth, client loyalty, and long-term enterprise value.
Work History
President of Event Planning & Experiences
3 Years 8 Months- Founded boutique event consultancy post-relocation from Bay Area luxury hospitality market, leveraging $7M–$15M portfolio expertise to guide mid-market clients in premium event strategy and execution.
- Implemented innovative marketing strategies to increase brand visibility and event attendance.
- Cultivated referral-driven client base, achieving 80% repeat business through consultative advisory and executive-level relationship management, delivering premium event experiences with clear accountability.
- Enhanced company performance by implementing strategic plans and overseeing daily operations.
Director of Event Planning & Development
5 Years 8 Months- Directed event portfolio strategy, revenue planning, vendor governance, and P&L performance across luxury properties, aligning leadership teams to focus on market growth, client experience, service standards, and margin expansion.
- Owned event portfolio strategy, revenue planning, vendor governance, and P&L performance across luxury properties, directing leadership teams around market growth, client experience, service standards, and margin expansion.
- Established performance standards and accountability models that strengthened service consistency across high-volume event portfolios, contributing to a margin increase of 18%.
- Cultivated strategic partnerships with community leaders, suppliers, and hospitality stakeholders to expand revenue opportunities and enhance market reach aligned with corporate growth priorities.
Director of Events & Hospitality
1 Year 11 Months- Positioned landmark 121,000 sq. ft. luxury venue as destination for upscale corporate retreats, VIP experiences, and high-value private events through targeted hospitality strategy and market differentiation.
- Increased event bookings 25% year over year by implementing revenue strategy, optimizing pricing, innovating menus, negotiating contracts, and designing differentiated luxury experiences.
- Improved venue profitability and utilization by aligning pricing, resource planning, and client experience priorities for programs serving up to 2,500 guests.
- Cultivated relationships with vendors and partners, negotiating contracts to optimize event budgets.
- Achieved measurable success in meeting clients'' objectives while adhering to strict deadlines and tight budgets.
Director of Catering Sales & Conference Services
2 Years 11 Months- Directed a 20+ member event planning, catering, and conference services organization supporting 1,000+ annual events, establishing leadership standards that improved client delivery, accountability, and organizational performance.
- Advanced C-suite and B2B sales initiatives, securing high-profile corporate and social events through strategic partnerships and targeted marketing efforts.
- Protected and expanded key accounts, achieving 80% client retention through quarterly business reviews, proactive budget optimization, and consultative account leadership that generated $240K in repeat revenue over 24 months.
- Achieved $200K in quarterly cost savings through strategic menu redesign and vendor negotiations while maintaining luxury service standards.
- Led brand experience strategy for Google's elite 'Night In' product launch, creating immersive environments aligned with the company's innovation narrative.
Director of Catering Sales & Conference Services
4 Years 11 Months- Directed VIP luncheon experiences for political dignitaries, Secretary Clinton, and Speaker Pelosi, overseeing security alignment, service standards, and white-glove guest experience for 200+ attendees.
- Exceeded revenue targets by 100%–110% through executive outreach and tailored site presentations, enhancing relationships with corporate and government decision-makers.
- Managed event budgets to sustain profitability while elevating venue's reputation as a preferred destination for executive and VIP gatherings.
- Developed and executed strategic catering sales plans to maximize revenue growth.
- Negotiated contracts with clients, securing favorable terms that maximized profitability for the company.
Director of Event Sales
3 Years 9 Months- Owned multimillion-dollar catering and corporate event portfolios for technology, professional services, and VIP clients, including conferences for 50–500 attendees with budgets of $50K–$300K.
- Directed event sales, catering, convention services, and large-scale event portfolios across two major venues, spanning trade shows, conferences, corporate programs, social events, and VIP experiences.
- Deepened relationships with corporate clients, exhibitors, planners, and VIP accounts, resulting in increased repeat business and enhanced client satisfaction.
- Aligned culinary, banquet, production, sales, vendor, and client-facing teams to uphold service standards and prioritize client needs, driving high-value event outcomes.
- Elevated team performance and service standards, enhancing client experience strategy and ensuring consistency across complex event environments.
Education
Associate Degree - Paralegal / Corporate Business Law
Associate Degree - Interior Design
Skills
Corporate Event Strategy
VP-Level Event Leader
Event Portfolio Ownership
Luxury Hospitality Strategy
Revenue Growth
P&L Ownership
Strategic Partnerships
Client Retention
C-Suite Stakeholder Relations
Executive Relationship Management
Brand Experience Strategy
VIP & Executive Events
Conference Strategy
Trade Shows
Corporate Programs
Venue Positioning
Market Expansion
Contract Negotiation
Vendor Governance
Organizational Leadership
Cross-Functional Leadership
Leadership Development
Performance Management
Service Culture Leadership
Certification
- Certified Paralegal
- Certified Event Planner (CEP)
Timeline
President of Event Planning & Experiences
Events by Design
11.2022 - CurrentRead More
Director of Event Planning & Development
Hotel N Tell Hospitality, LLC
03.2017 - 11.2022Read More
Director of Events & Hospitality
Castello di Amorosa Winery
03.2015 - 02.2017Read More
Director of Catering Sales & Conference Services
Sofitel San Francisco (Accor Luxury Collection)
04.2012 - 03.2015Read More
Director of Catering Sales & Conference Services
Crown Plaza Hotel
05.2007 - 04.2012Read More
Director of Event Sales
Stellar Event Center
08.2003 - 05.2007Read More
Sawyer College
Associate Degree from Paralegal / Corporate Business Law
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West Valley College
Associate Degree from Interior Design
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