Bridging Cultures: Natalia Krasnova's LA Journey Through Events
Los Angeles-based event planner Natalia Krasnova has transitioned her business operations from Russia to the United States. Specialising in curating a diverse array of events, including weddings, corporate events, and MICE, she has been instrumental in hosting numerous successful gatherings.
In an exclusive interview with Everything Experiential, Natalia Krasnova discusses her event planning journey, highlighting the distinctions she has observed between the Russian and US event industries, and more.
Edited excerpts:
Can you share your journey as an event planner, especially your transition from Russia to LA? How has your international background influenced your approach to event planning in the vibrant and diverse landscape of Los Angeles?
If I'm being honest, initially, my travels to the USA had a significant impact on me. I first came to the USA on a tour for entrepreneurs, originally planned as an event planner's tour. After that trip, I decided not just to be an event organiser but to study business approaches. I took the initiative to learn independently and launched my own branded company.
During my second visit to America, I received requests for event organisation and actively participated in them. I also interviewed the founder of a company that organied events for celebrities. This made me realise that I was doing something similar but for ordinary clients. I stopped hesitating to charge more money and work with celebrities.
Studying how holidays are celebrated in the USA allowed me to speak at the most extensive event industry conference on the topic of the differences in event organisation approaches between the USA and Russia.
Now, I actively apply knowledge and experience in working with clients. In Russia, there was fierce competition, requiring constant creative solutions to amaze clients. Working with international clients in Russia gave me my own style.
In your experience, how does the event industry in LA differ from what you've observed in Russia? Are there specific trends or cultural nuances unique to the LA market, and how do you incorporate these into your event planning strategies?
In my view, the main difference between organising events in Los Angeles and Moscow is the difference in mentalities and approaches. Los Angeles emphasises venue, decor, food, and guest interaction. In Russia, these are important, but considerable attention and funds are also devoted to the program. It's crucial to do something interesting and creative, not like everyone else. Every event must have a host, which is a rarity in the USA, especially understood by couples where at least one partner is from the CIS countries.
Los Angeles is known for its dynamic event scene. Can you highlight a challenging event you've organised in the city and how you overcame obstacles to ensure its success? What lessons did you learn?
One challenging event I organised was a birthday for the son of a popular Russian singer, representing a well-known agency. The agency's concept involved decorations from Brazil, some props from Russia, and local purchases. Coordinating the delivery of decorations and rehearsals of participating actors was quite complex. However, in the end, everyone was satisfied. On another occasion, a couple forgot to prepare a money box for their wedding, and I found out on the wedding day. I discovered that the most beautiful and suitable ones were sold at Michels.
Juggling multiple roles during staff shortages on New Year's Eve was simultaneously challenging and interesting. The lesson learned was that everything is unpredictable, but handling any issue is possible anywhere with professionalism and composure.
LA is a city with a rich tapestry of cultures. How do you ensure inclusivity and diversity in your event planning approach? Can you share an example where your understanding of different cultural elements played a crucial role in creating a memorable and inclusive event experience?
I agree that Los Angeles is a unique city with numerous opportunities. Working with international couples is always interesting, finding elements that captivate both cultures. I enjoy inventing new things here and working with various nationalities, learning from them, and sharing my experiences. The most important thing for me is that everyone feels joy at the celebration. For example, I prepared a Kazakh-Italian wedding, a Kazakh-Latino American wedding, and now, an exciting mix that will likely require me to speak Turkish. Each couple and client, in general, is exclusive to me. I love finding creative solutions.
