Traverse City Record-Eagle


March 5, 2014

Events North enjoys upward climb

TRAVERSE CITY — Allison Beers lost her job six years ago when the Great Recession hit.

It turned out to be a good thing.

Beers, 35, used that painful experience as a catalyst to start her company, Events North.

“Unfortunately, it just took a turn and when I came back from maternity leave, it wasn’t there,” Beers said of losing her job in 2008. “I’d been doing event planning for 10 years before that. I knew I’d wanted to do it. It was just a matter of when.

“So my husband said, ‘Why not now?’,” Beers said. “‘Why not in the middle of a recession? Start your business.’ He said, ‘I have all the faith in you. I know you can do it.’”

Today, the young entrepreneur’s biggest challenge is managing the company’s rapid growth, including requests for handling event marketing, community relations and public relations.

“As more business comes in, where’s that threshold of, ‘Do we need a subcontractor or do we need to hire a new full-time person?’” Beers said. “So managing that growth as those projects come is a challenge.”

The company’s beginnings were humble. Beers first worked from home, but within three years business was strong enough that she opened an office downtown. Beers and employee Rachel Jarosz now occupy office space on the third floor of the Chase Building on Front Street, where they plan everything from weddings to parties, class reunions and fundraising for nonprofits.

“We make sure we do a good job and a lot of our clients are repeat clients,” she said. “Many have been with us since the inception of the company and they keep coming back. I like to think it’s because we pay so much attention to detail so things don’t get missed.”

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