Meet Paul Pettie
What is your job title?
Director of Business Development for Madera Estates Weddings and Events
Chief Helper at Venue Help Desk
How would you describe your company & what you do in one sentence to a wedding venue?
In my role as the Director of Business Development at our family's hacienda-style wedding venue, I am responsible for orchestrating the entire sales process, which encompasses conducting client tours, navigating contract negotiations, and ensuring a flawless and unforgettable experience for couples celebrating their dream wedding day. I help implement our marketing decisions and the tools we use to promote our venue and services.
How many years have you been involved with the wedding and event industry?
I have over 20 years of experience in the event industry with expertise in marketing and brand management. My journey has taken me through renowned organizations such as Walt Disney World Resorts, Capital One Bank, and various iconic events including the Houston Thanksgiving Day Parade, Houston International Festival, Bayou City Arts Festival, The Houston East End Street Festival, and my family's cherished wedding venue, Madera Estates.
How did you get started working in and / or with the event industry?
I delved into the events industry during my senior year of high school through an internship with the Mayor of the City of Richardson, Texas, in their festivals and events department, sparking my passion for this field.
During my academic journey at Texas Tech University, I continued to nurture this passion by participating in the Walt Disney World College Program, where I had the privilege of shadowing the head of special events for their parks, and over time, I further developed my expertise and career direction, culminating in the achievement of my “Mouseters Degree” and "Ducktortate" through Disney University.
Why do you love working with venues specifically?
My passion for working with venues is rooted in the opportunity it provides for me to share my knowledge and support other venues in a highly competitive market. I firmly believe in the strength of collaboration; when approached with knowledge and expertise, our industry offers ample business opportunities for all venue owners to prosper, making it worthwhile to assist one another in navigating the unique challenges within our field.
What is a common mistake venues make in regard to your area of expertise?
A common mistake venues tend to make within my area of expertise is neglecting to create an impactful first impression when initially meeting with their clients.
First impressions revolve around establishing likability, which serves as the gateway to forging emotional connections with potential clients; as emotions play a pivotal role in driving sales, fostering a positive first impression can pave the way for clients to feel more open to answering inquiries, engaging in discussions about their requirements and circumstances, and ultimately making a purchase decision.
Where do you see the greatest opportunity for venues to improve?
The most significant opportunity for venues to enhance their appeal is by effectively conveying their unique narrative, especially when dealing with Generation Z couples. The Gen Z couples prioritize meaningful experiences and purposeful spending, showing a propensity for investing in distinctive encounters that create lasting memories, and they are equally discerning in their product choices, favoring brands that align with their values.
If a venue possesses a rich historical background, a family legacy, or a vibrant cultural heritage, it is imperative to communicate these stories to these couples, as it can significantly influence their decision-making process.
What kind of challenges do you think venues have that other wedding pros don’t experience?
Venues face distinct challenges that set them apart from other wedding pros, including the need to carefully select and maintain relationships with the best-preferred vendors, which directly impacts their business image and client satisfaction. It is important for continuous evaluation to ensure that these partnerships enhance their venue's appeal.
The venue bears the responsibility when a preferred vendor fails to deliver the promised level of service, as any shortcomings are often attributed to the venue itself.
If you could wave a magic wand over our industry, what would you change and why?
If I could wave a magic wand over our industry, I would reshape the approach vendors use to seek my venue’s business as a preferred vendor, as it frequently comes across as impersonal or lacking genuine consideration for a productive partnership with my venue.
A big pet peeve I experience is unannounced visits to my venue indicating a disregard for my time. A significant number of vendors attempting to secure my business often lack a comprehensive understanding of the nature of my venue and what it entails. We can do better as an industry when it comes to gaining access to our venues decision-makers and their clients.
What was the wisest advice you received from a mentor?
The most valuable insight I have received from a past mentor, Annella Metoyer, former President of Capital One Bank, emphasized the significance of perception in shaping our understanding of reality; perceptions not only guide our attention, thought processes, memory, interpretation, comprehension, synthesis, decision-making, and actions but also lead us to believe that our perception of reality is an authentic reflection of reality itself, highlighting the ability we possess to alter perceptions whenever we choose to do so.
This principle extends to the perceptions of your clients as well.
We are building a library of business books that every venue should read - Which one would you suggest?
I highly recommend that every venue owner read "Who Not How" by author Dan Sullivan, as it offers the most crucial strategy for success in this industry; it emphasizes the importance of shifting the focus away from oneself and instead asking "Who" can help solve a problem or seize an opportunity, providing a clear path towards exponential business growth outlined in this easily digestible book.
What 3 educators/coaches would you invite to your fantasy dinner party?
Jeremy Miner - Gives great sale’s closing tips that are easily understandable.
Chris Do - He’s fantastic to follow if you are building your business brand.
Marcy Blum - Met her at a conference and could spend hours listening to her about luxury event production.
What one piece of business advice would you have given yourself 10 years ago?
If I could offer a piece of business advice to my past self from a decade ago, it would be to emphasize the significance of becoming a member of a professional or trade organization and to recognize that the value you receive is often proportional to the effort you invest.
These organizations not only provide opportunities for personal and professional growth but also facilitate valuable connections within your industry, elevating your business profile. Being affiliated with an industry association demonstrates a high level of commitment to your profession and active involvement in its progress, a quality that clients, customers, and employers highly appreciate.
