Putting on a show: BBA graduate on breaking into the dynamic world of events

Trying to break into the world of events during a global pandemic is not the easiest of tasks. Thanks to perseverance and a Les Roches education, it was not impossible for graduate Giovanna van Schelle.

If you’ve always wanted to work in events but you graduate just before the entire industry shuts down for several months thanks to a global pandemic, you might consider yourself particularly unlucky. Or at very least, you may think your choice of career path deserves a rethink.

However, Les Roches Marbella class of 2019 BBA graduate Giovanna van Schelle was not put off by the poor timing. In fact, the prospect of working in an industry she believes is characterized by energy, creativity and the excitement of bringing people together was all the inspiration she needed.

While things may have taken less time without the Covid-19 crisis, having landed her first role, she has not looked back since. Now Luxury Event Manager – Europe for global luxury event planner and designer House of Kirschner, Giovanna spoke to us about how determination, hard work and a truly transformational Les Roches experience has helped her land her dream career.

Seizing the moment

“Entering the job market just before the world turned upside down with the pandemic meant I had no clear path forward,” says Giovanna. “But during the second year of COVID, I started seeing an opportunity. So many experienced professionals had left the industry and companies were desperate to rebuild their teams. That’s when I realized this was my moment to break in.”

Giovanna started reaching out to people she admired in the industry, sending her resume everywhere and using her well-honed networking skills to make as many connections as possible.

“It was tough at first, because I didn’t have much experience,” she adds. “But I was determined and eventually, a renowned luxury event designer in Brazil saw my potential. They were impressed by my dedication and my willingness to push forward despite all the setbacks COVID had created.”

That first opportunity changed everything for Giovanna. From there, things started falling into place as she built her professional network, gained hands-on experience and worked her way up by learning from some of the best in the business. She has since worked on a wide range of events, from live marketing activations to huge music festivals such as Tomorrowland Brasil and Papaya Playa Project in Tulum, Mexico.

Focus on luxury

“I’ve worked on a bit of everything since leaving Les Roches, including corporate events and festivals, but in the last few years, I’ve really honed in on luxury social events,” she says.

Giovanna is involved in the entire process, from the initial client meetings and creative concept development to budget management, vendor coordination and production logistics. Her current role sees her working closely with designers, booking entertainment, overseeing build-ups and breakdowns and making sure everything runs seamlessly on the day.

“My job is incredibly dynamic,” she says. “Each event is unique and every day looks different. My work takes me all over the world too. It’s one of the things everyone at Les Roches dreams about, creating unforgettable experiences in some of the world’s most beautiful locations.

“I love working on high-end weddings, private celebrations and exclusive gatherings. These are all deeply personal, which makes them incredibly rewarding. You’re not just organizing an event; you’re creating a once-in-a-lifetime experience for someone. There’s something really special about that.”

Specialist soft skills

Another aspect of luxury social events Giovanna enjoys is the team dynamic. Unlike huge festivals that involve working with hundreds of people, these projects tend to have smaller, tight-knit teams, which creates a more collaborative environment. This sort of approach to work is one of the many soft skills Les Roches students develop during their studies.

“I chose Les Roches because of its event management specialization,” she says. “While I believe that option is no longer offered, looking back, it was still the best decision I could have made, because going to Les Roches gave me more than just an education, it gave me a mindset. I learned incredibly useful skills, such as how to think strategically, how to work in high-pressure environments and how to manage the business side of things.

“But one of the biggest takeaways for me was the hands-on approach. From day one, you’re thrown into real-world situations where you have to figure things out. In events, things don’t always go as planned, but at Les Roches, I learned to stay resourceful, flexible and always have a solution. That’s critical in my line of work.

Cosmopolitan connections

The international environment Giovanna found at Les Roches in Marbella was also a big plus for her.

“You’re surrounded by people from all over the world, which helped me get comfortable working in different countries and cultures,” she says. “So when I’m organizing events in places such as Monaco, Saint-Tropez or Ibiza, I can easily adapt because I already have that global mindset I developed at Les Roches.

“And the network you cultivate at the school is incredible. So many of my classmates are now working in top hospitality and event companies worldwide and those connections have been invaluable. You never know when a past classmate might open a door for you. I also remember the group projects we took part in where we had to manage budgets, plan logistics and present our ideas professionally – all things I do daily now.”

Last but definitely not least, the hospitality aspect of the BBA program has also proven invaluable in Giovanna’s chosen career.

“Events are all about creating an experience and making people feel something,” she says. “At Les Roches, we weren’t just learning business strategies, we were learning how to make people feel welcome and how to create unforgettable moments – something I apply to every event I work on today. So the hospitality foundation has played a crucial role in helping me succeed in this sector.”

A foot in the door

While the events industry is not the number one choice for all Les Roches graduates, it’s an increasingly popular sector among students, which is one of the reasons we have launched our Master’s in Sports Management and Events. So what advice does the now-seasoned professional Giovanna have for the school’s aspiring events producers?

“This industry is all about experience and connections, so take any opportunity you can get, even if it’s small,” she says. “Volunteer for events, help out with productions, do internships – whatever gets your foot in the door. My first opportunities didn’t come easily, but I kept at it and said yes to every chance I got.

“Networking is also huge. The more people you know, the more opportunities will come your way. Go to industry events, reach out to professionals you admire and don’t be afraid to introduce yourself.

“Above all, you need to be ready to work. Events is not a nine-to-five industry. It involves long hours, problem-solving and handling a million things at once. But if you love it, it’s so worth it. The energy, the adrenaline, the moment when everything comes together… for me, it’s the best feeling in the world.”