Real conversations. Real scenarios. Real business challenges.
BEHIND THE BUSINESS
A 7-Part Live Series for Event Professionals
March 18th – June 3 | Weekly on Wednesdays
JOIN TORI WILLIAMS FOR OPEN CONVERSATIONS, GUIDED EXERCISES, AND HONEST DISCUSSIONS ABOUT BUDGETS, GROWTH, AND NAVIGATING EVERYDAY CHALLENGES IN EVENTS.
Open to planners, designers, AV teams, venue partners, event professionals, and everyone working within the event industry.
BEHIND THE BUSINESS: BEGINS ON MARCH 18TH • SECURE YOUR SEAT
WHAT IS
BEHIND THE BUSINESS?
Behind the Business is a live 7-session Zoom series designed to help event professionals think beyond aesthetics and operate with clarity.
THIS IS NOT A ONE-SIDED LECTURE
IT’S A HANDS-ON, INTERACTIVE 7-PART SERIES.
EACH SESSION FOCUSES ON REAL INDUSTRY CHALLENGES BUDGETING, PRICING, WORKFLOW, VISIBILITY, SPONSORSHIP, PROFIT, AND LONG-TERM GROWTH.
Reserve your seat and transform how you build your business.
You’ll participate in guided exercises, live discussion, and practical breakdowns of real-world scenarios.
Come prepared to think, contribute, and apply.
“Empowerment isn’t just a message, it’s my mission."
- Tori Williams
MEET TORI WILLIAMS
GLOBAL EVENT CURATOR • MENTOR • COACH • VISIONARY• MOGUL
Tori Williams is more than an entrepreneur , she shapes moments, ignites movements, and transforms mindsets.
A visionary builder of experiences that inspire, uplift, and shift, she leads with purpose in everything she creates.
As a Global Event Producer, designer, and educator, Dr. Tori Williams is renowned for elevating every experience with luxury, intention, and depth. Through TW Academy and her immersive live activations, she empowers individuals to rise higher, step into their highest level, and operate with excellence in life, business, and their brand.
BEHIND THE BUSINESS: BEGINS ON MARCH 18TH • SECURE YOUR SEAT
WHY ATTEND?
Behind the Business is designed to strengthen your foundation before scaling your event career or company.
If you want to refine your business skills, increase profitability, and prepare for sustainable growth, this series is for you.
SESSION 1 – MARCH 18:
DEFINING YOUR BRAND & INDUSTRY POSITIONING
Understanding how you show up in the market, what sets your work apart, and how to refine your presence within the event industry.
SESSION 2 – APRIL 1:
INVESTING IN YOUR BUSINESS
What to invest in, when to invest, and how to think through spending decisions that impact long-term growth.
SESSION 3 – APRIL 15:
OPERATING LIKE A BUSINESS OWNER
Leadership, confidence, daily operations, and making decisions that move you forward.
SESSION 4 – APRIL 29:
SYSTEMS & WORKFLOW
Managing vendors, organizing processes, handling client communication, and keeping projects on track.
SESSION 5 – MAY 6:
MARKETING & VISIBILITY
Showing your work, building credibility, and connecting with the right audience.
SESSION 6 – MAY 20:
PRICING & PROFIT
Breaking down budgets, understanding margins, and charging in a way that supports your business.
SESSION 7 – JUNE 3:
GROWTH & PREPARING FOR WHAT’S NEXT
Identifying new opportunities, expanding your services, and preparing for larger projects and experiences.
WHO SHOULD ATTEND?
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This series is designed for event professionals including:
▪️Planners & coordinators
▪️Event designers
▪️AV professionals
▪️Rental companies
▪️Venue partners & suppliers
▪️Event assistants and team members
▪️Floral designers
▪️Creative entrepreneurs working in live events
WHAT'S INCLUDED?
GENERAL ADMISSION
INCLUDES:
• 2 hours live on Zoom
• Topic-focused teaching and discussion
• Real budget breakdown examples
• Small group planning exercises
• Guided event case study activity
• Group share-back and feedback discussion
• Open Q&A
• Optional homework assignment for continued practice
You will not just watch, you’ll engage.
VIP ADMISSION
INCLUDES EVERYTHING IN
GENERAL ADMISSION PLUS:
• 1-hour early access before each session
• Smaller group Q&A with Tori
• Direct question time before general attendees join
• Deeper discussion around personal business challenges
VIP participants remain on the call for the full 2-hour session after early access concludes.
CHOOSE HOW YOU’D LIKE TO ATTEND
Register for individual sessions or secure access to the complete 7-part series.
March 18th – June 3th
Bi-Weekly on Wednesdays
PARTICIPANTS IN THIS SERIES WILL RECEIVE PRIORITY ACCESS TO BEHIND THE FLOWERS IN-PERSON WORKSHOP REGISTRATION.
Seats are limited per session to maintain a focused experience.
Select your preferred option and complete your registration to receive your Zoom access details.
