By Koryn Smith
After nearly two decades of exercising his creativity and honing his skills in a variety of roles in entertainment, the arts, and event planning, Dylan Kaercher has found a new sense of fulfillment in running his own enterprise. Some might call it a business venture, but Kaercher refers to it as an “adventure.” The Main Event was established only within the past several months. But ideas, resources, and talents needed to operate the business successfully have been accumulating for years. Kaercher has been busy doing what he loves “on the side” for a long time, but now it is the focus of his business: making sure others enjoy their special days.
Kaercher started decorating for special events at a young age. While a junior high school student he was asked by one of his teachers to decorate for her wedding. All through his high school years, he served on the Prom Committee. Over the years, he has been asked to decorate store fronts and organize special events for friends and family. He has experience as an entertainer, singer, dance teacher, dee-jay, emcee and wedding officiant. He is currently the event manager for the local Eagles Club. He states that his new business is a “nice blend” of his prior experience and his “real life” jobs.
The Main Event is a “one stop event shop” that provides customized planning for special occasions. Whether it is a wedding with 500 guests, a baby shower for 30, or a romantic dinner for two, Kaercher is prepared to plan for all of the necessities as well as create the ambiance appropriate for the event. There are no “standard packages” as the goal is to “build a package” that fits within the desires and the budgets of his clients, with a minimum budget of $400.
Customers meet with Kaercher in his downtown location which houses his office, showroom, studio and warehouse. While there, they can look through photograph albums showcasing events that Kaercher previously organized and peruse actual “samples” such as completed tables settings with décor to help them as they consider things like a theme and color choices.
For a large event such as a wedding, Kaercher presents an outline of what will be needed, such as an officiant and a venue along with a range of options including flowers, a photographer, decorations, food, beverages, and place cards. This outline also includes timely reminders for the couple, such as when the “save the date” cards and invitations need to be sent. Kaercher has a list of preferred vendors and “free lancers” who may provide services for the occasion as desired. Working with the couple, a customized plan is developed.
Events like baby showers, anniversary, birthday, or dinner parties are planned in the same way with Kaercher conversing with the customers in order to catch their vision of their special event and note their personal priorities. He has a lot of fun working with clients in planning events, especially those with unique themes such as a recent “Gothic Romance” dinner party. “Burlesque” and “Speak Easy” were themes that customers brought to the conversation and Kaercher produced.
No event is too small for Kaercher to consider. One of his favorites so far was planning ian extremely special event that included a life-changing surprise for a guest. While a gentleman took his date shopping, Kaercher and a caterer were granted access to his home. There, they quickly completed the final touches for a fantastic meal and romantic decor for an intimate dinner for two. They left just before the couple returned, knowing that the highlight of the evening would be a marriage proposal. Although Kaercher was not there to observe the special moment, he feels privileged to have played a part in it.
Beyond the fun of planning special events, Kaercher is thrilled that his mother, Heidi, who has been his biggest supporter, is also his partner in implementing party plans. Kaercher recognizes her influence in helping him develop the talents and skills that are foundational to his business. Her abilities in decorating and organization, just to name a couple, are extremely important. He credits his mother with arranging the warehouse where his collection of resources such as decorations and costumes is carefully stored in labeled bins. The system she developed allows them to locate whatever they need in mere moments. Along with his mother, Kaercher’s two brothers are willing to be called upon for assistance as needed. He feels blessed to be a part of a “family business” and enjoys events where they all work together.
Juggling all of the responsibilities of his business along with his “real jobs” makes time management skills an absolute necessity. Setting priorities means that some things, like “out of town gigs” that Kaercher has enjoyed in the past have to be “scaled back.” The scope and scale of events already on the event calendar inform his decision as to whether he can add anything more. When there is a large event scheduled, such as an upcoming wedding in St. Paul with 500 guests, nothing is added to the calendar in the final weeks preceding the event so that he can focus on the preparations for that day.
The transition from entertainer and employee to entrepreneur has not been without some challenges and different types of stress. But Kaercher says he is still learning, and he is still having fun. He relishes the variety as “every day is different.” And he is still driven by the desire to make sure that he can create magical events for his clients to enjoy and remember.
The Main Event wasn’t established with a formal marketing plan. So far, utilizing social media is working. Kaercher’s customers often post photographs to his page after their events. He has also gotten new customers through “word of mouth.” He didn’t begin the business with a slogan either. But a comment by a friend may become his trademark: “If you can dream it, Dylan can do it.”