Today we’d like to introduce you to Dena Tanzman Cohen.
Dena, can you briefly walk us through your story – how you started and how you got to where you are today.
Planning special events has always been my creative outlet and something that I truly enjoy doing. The Planning Society encompasses all that I have learned in my 20-year career and incorporates my passion for planning parties and events. Growing up in Los Angeles, I naturally started my career in the entertainment industry, and during that time, I fell in love with party planning leading up to my own wedding.
From the talent agency world, I worked as an entertainment publicist, attending press junkets, premiere parties, the Emmys, Oscars, Golden Globes and various galas. Between the high profile events I was attending and the magazines I was pitching for my clients (this was before social media), I absorbed all the event inspiration for my own dream wedding. I loved creating the vision and planning all the pretty little (and big) details that would eventually be brought to life on my special day.
From PR, I segued into the publishing industry and at a top luxury lifestyle network of publications where our team helped to plan cover parties, in-store events, charity event tie-ins and client product launches. Eight years ago, I pivoted into digital publishing and have since worked at notable wedding, lifestyle and fashion websites where I have encountered countless breathtaking weddings and events (each one with its own originality, creativity and beauty) and knew this was ultimately where I wanted my career to land.
Four years ago, I was working at a top digital fashion & lifestyle publisher in Los Angeles. As a wife and professional mom of three young kids, I had limited time to plan my daughter’s first birthday. I had the idea for the overall look and theme of the party, but I found myself endlessly scrolling through Pinterest, Instagram and Etsy (partly because I enjoyed looking at the inspirational images, but also because I wanted to figure out where to purchase all of the products). I thought about hiring a planner to pull it all together, but I had no idea where to find that perfect and vetted professional who would work within my budget.
How could I plan this party with a click of a button? I thought, “If I’m in this position, there has to be many more people like me.” Working in the digital space and watching the convergence of weddings and online services, I knew there was a need for high-quality services and the convenience of making things happen without face-to-face interactions. When you’re embarking on a life milestone or special occasion, we’re short on time and often high on stress. Imagine having access to a top Hollywood planner on the smartphone. Or the ability to effortlessly multitask important details from your sofa.
I created a modern event planning online platform to give you a one-stop destination for all types of events. The Planning Society is your direct link to the best experts, and you can now access them in person or remotely, even if they’re in a different city.
Creating a platform-based offering is really exciting. Having a great idea helps, but surely there have been some challenges you still had to overcome?
Creating an event planning digital platform is very detailed, just like the special events we produce. It took three years to get The Planning Society platform from conception to launch as we needed to flush out every aspect and think through any potential issues that could arise. We are fortunate to have an amazing advisory board of women in the event planning industry as well as personal relationships with women entrepreneurs and executives who are leaders in their industries, who have helped guide us through the process.
I have always been an “I want to do it all” type of person (in the nicest of ways). So building a platform for planners, creating content, curating a shop and building our vendor guide, all at once, has been a lot to take on. Fortunately, in addition to our advisors, we have a great team of planners, writers, a social media editor, a shop curator and a vendor guide director to facilitate all these moving parts to make TPS a true destination.
What else should we know about The Planning Society?
The Planning Society is a digital concierge service platform that connects event planners and clients remotely or in person. We’re a resource for weddings and events of all budgets, locations, sizes and styles! The Planning Society’s team of expert planners handle every detail of our client’s events. Whether a corporate event like a gala, holiday party or company retreat; a lifecycle party like an elegant wedding, destination anniversary, backyard bridal shower, Mitzvah or a kid’s birthday party; or social events like an alfresco dinner party or an end of summer fete, The Planning Society keeps our clients focused on the vision and vibe of their event – and most important, allows them to be a guest at their own special occasion! We make party planning easy for our clients.
Whatever a client’s budget may be, he/she can have access to a vetted event planner to create a dream celebration whether remotely or in person. Our remote planners will help fine-tune the style and inspiration, give access to vendors, and negotiate contracts with ease. Our clients have a seasoned professional to guide them from start to finish (and everything in between) with our in-person packages.
The Planning Society is a one-stop event planning destination. Not only do our clients have access to vetted event planners, we also have the TPS Magazine that is filled with event-related content, the TPS Shop with curated event fashion, registry, gifts and decor and now launching is our Preferred Vendor Guide that allows our clients access to our top vendor picks in various categories and regions around the world.
What are your plans for the future? What are you looking forward to or planning for – any big changes?
We are very excited to have just launched the TPS Preferred Vendor Guide! The Preferred Vendor Guide highlights up-and-coming, as well as established, talented and vetted event vendors around the world. As we have rolled out our remote planning option nationwide and our in-person planning in select major cities like Los Angeles, San Diego, Palm Beach, Miami, and New York, we will be expanding our in-person planning packages to additional key US markets later this year.
We are also excited to be partnering with various influencers and experts to provide even more inspirational party content, planning stories, Ask the Expert interviews, and real event and wedding features in the TPS Magazine. We have big plans for The Planning Society that we will be rolling out over the next short while.
- Website: https://theplanningsociety.com/
- Phone: 310-749-7795
- Email: firstname.lastname@example.org
Molly Torian Jenna Peffley