Business of the Month: Event Experts: a business tailor-made just for you

Latonya Broome

Business of the Month: Event Experts: a business tailor-made just for you
December 13
00:00 2018

By Busta Brown

The Business of the Month is Event Experts; contact at (336) 725-1333 or visit

Imagine having something tailored just the way you dreamed.

“Once we are hired for a project, a team is assembled to assist in its execution. All services are tailored exclusively for the needs of each client, and we are happy to co-create a scope of work that meets the budget and objective for the event and ensures the best outcome,” said Latonya Broome. Broome is the owner of Event Experts, which offers professional event and event-adjacent services.

Latonya started her company in 1992 and initially offered event design and coordination for corporate events and social celebrations. Now it includes cultural excursions, destination events, engagement and community involvement work and custom embellishments that enhance event ambiance and event coaching. The businesswoman said she decided to expand her events and excursions from local to national because of the demand from her clients. “I had a client with an early childhood education start-up. I coordinated a couple of low-key local events for them – focus groups, team meetings, etc. Eventually, they were ready to take their service to a broader market. I created a presence for them at various trade shows and conferences, designing their trade show booth or creating events that they sponsored in order to get in the face of their ideal customers. This work took me to Greensboro, Raleigh, Chicago, Jackson, Mich., New York, Florida, and several other places around the country.”

I asked Latonya what is the magic to her staying power and getting repeat business since 1992, and she responded, “If given an opportunity, I’m usually up for it. If I sense an opportunity, I pursue it. How it plays out from there … perhaps that’s the magic! I started and have maintained Event Experts based primarily on what seemed best for me at any given time. I’ve adapted to meet the needs of my clients and my own interests have evolved.”

Expert’s cultural excursions and destination events are in high demand, she said. “I’ve taken a few groups to Washington, D.C. It’s a comfortable distance to travel without too much discomfort. We stop at different attractions depending on the group. We might eat at a black-owned restaurant like Croakers Spot in Richmond, Va., midway. We’ve visited the Smithsonian African-American History Museum, as well as other culturally-enriching sites in the District. We’ve strolled the shops in Georgetown, visited the National Harbor, and the casino and nightclubs at the MGM Resort in Oxon Hill, Md. At the hotel, we may have a game night, spa time, and there’s always a few who’ll simply want to relax. On the return trip, we may stop for shopping, have discussions on various topics, and then roll back into Winston-Salem, taking turns jamming to everybody’s favorite music. For a trip to Alabama, we visited the National Memorial for Peace and Justice, stopping in Atlanta both ways to eat at trendy restaurants. After spending a day exploring the museum and the other Civil Rights sites, we spent the night at the Wind Creek, where some folks went to BB Kings Club and others spent time in the casino.”

I asked Broome what goes into tailoring events for her clients. “We begin by discussing their objectives, vision and budget. From there, we engage in conversation that helps me pick up on their energy, hear the inflection in their voice when we discuss certain elements and note their deal breakers. After our meeting, I research, reflect and then draft a proposal that’s usually to their liking.” She said there’s so much enjoyment watching a successful event, “If people are smiling as they take in every element that I’ve designed to appeal to their senses, then this makes me feel relieved that the first impression is good. If they are mingling in close proximity and their body shows no concern or confusion about what they are supposed to be doing, then I feel satisfied that they understand the occasion and grateful that they are trusting us to guide them through the experience. As guests are leaving, saying thank you and sharing feedback about the wonderful experience, I feel joyous that once again my purpose and passion have come together beautifully for my client, my team and myself.”

I asked how the community can support Event Experts. “The obvious answer is to hire or refer Event Experts. In addition, I am always looking for talented, dependable people, especially people who understand that in this line of work, I have one shot at doing it right and that our success spells more opportunity for us all.”

Event Experts, 25 years and counting! Contact Latonya Broome and Event Experts at (336) 725-1333 or visit

Companies interested in becoming a Business of the Month should apply at This feature is sponsored by the Winston-Salem Branch of the NAACP, Winston-Salem Urban League, Triad Minority Business Expo, Forsyth Technical Community College Small Business Center, Winston-Salem Black Chamber of Commerce, and The Chronicle.

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