Wednesday's Woman: Dana S. Santiago

Today's Wednesday's Woman is Dana S. Santiago. Dana is an event planning professional who has coordinated and helped execute events for Haper's Bazaar magazine, The Artist's Empowerment Coalition, and The Source Magazine to name a few. She has assisted athletes, music artists, publishing execs, fashion houses, brides, and others bring their event visions to life. She ensures that her events move beyond simply being parties, rather they are unforgettable experiences. Dana is also a budding entrepreneur as she and a business partner have started their own event services firm.

I chatted with her about what it's like to manage it all. Let's ruminate...


You are currently the Director of Events at The Source Magazine. As a part of your duties, you have your hands in a number of high profile urban entertainment events. Can you tell us what goes into planning such events?
Well first you have to conceptualize the event theme, purpose, budget, and wow factor. Once you have solidified those main variables you then build out your budget, participants (celebs, what will lure in target demo), marketing and branding initiatives for all parties involved, lock in all item lines in your budget (ex: venue, production, entertainment, etc.) and execution of the actual event.


You, along with your business partner Charlene D. Armstrong, co-own Pencil Me In, an event management and design firm. How do the events for PMI differ from the work you do at The Source?
PMI is multi-faceted with respect to the type of events or clientele we plan. It ranges from entertainment, private individuals, corporate, non-for-profit, and consumer/products driven events. The Source is general and celebrity market with entertainment as the base. With PMI and their private clients, it's all about the wow factor (event design speaking). For the entertainment industry, the largest wow factor is the celebrity attendance/performance.

Attending as guests, we only usually see a well executed event free from hiccups. What's really going on behind the scenes?
Behind the scenes you have hiccups always, even the best of the best events. There are issues with tickets/vip allotments, performers or hosts arriving late, an issue with catering perhaps, or other flukes that magically appear at "showtime." The great thing about these hiccups is there is always a quick remedy so that the guests never knew they existed.

What's the stress level of the job and how do you handle it?
Personally, the stress is also my pleasure. It is an adrenaline rush for me to be stressed down to the wire when event planning. Even though I enjoy it, there is still a way to best handle these stressful scenarios. First and foremost, don't panic. Second, assess the scenario and all variables with a clear head so you can professionally and calmly find a way to fix the snafu. Thirdly, have a smile on your face and exude nothing but pleasant body language and tone to your staff, guests and client. Always let it be your own little secret.

What can you tell someone who is interested in entering the field of event management?
I would first say try event management in your own personal life: a friend's engagement party or baby shower. Get a feel for it. Determine why you like it and what segments specifically. This can then better guide them once they enter the field as to which direction to seek mentors and experience. If their situation allows for them to intern, they should get their feet wet in the various sectors of event management whether it's with an event design firm, pr company, working with a venue, or a catering company.

What fulfills you about this job?
I'm a project seeker. I love to work on anything that has a tangible beginning and end. From conception until execution when all is said and done and it is no longer an idea, but in plain sight taking place is what excites me. That and a happy client is very fulfilling.

Lastly, what would you advise readers do to incorporate high style and a little Hollywood glitz into their personal events?
Stay in the know. Do your research, magazine reading and net surfing. (You can read) Biz Bash's various city web sites. Fashion, TV, movies they all are forms of inspiration. Also, stay in the know of the latest and hottest new venues, entertainment concepts. This is always a plus. Be the first to bring your guest to a new experience. Something new is always glitz to an event. Be creative!

For more tips and treats from Dana, check out her lifestyle blog: Dana's Bubble

Photos: Wedding Design, Harper's Bazaar Anniversary Party, Cabaret-themed Party, All-Star Weekend Event