PRI | PORTFOLIO.YVR Business & Entrepreneurs Magazine | Volume 2 | Issue 5 | 2024

PRI: EVENT PRODUCER & DJ

Pri is a highly skilled event producer, fashion show producer, and filmmaker, known for her expertise in creating seamless, memorable experiences for her clients.

With a keen eye for detail and a deep understanding of event flow, Pri excels in managing all aspects of event production, from audio and lighting to video tech and logistics. Her ability to bring a client's vision to life has made her a trusted collaborator for local, national, and global brands, as well as top talent in the Vancouver, Los Angeles, New York, and New Jersey wedding and event industries

In addition to her technical expertise, Pri is a talented DJ who adds a unique touch to events, curating the perfect atmosphere through music and seamlessly blending it into the overall experience.

Her work spans a wide range of events, including weddings, fashion shows, and corporate functions, where her exceptional coordination skills and extensive network of resources make her the go-to solution for all production needs.

Passionate about connecting with people, Pri brings a unique approach to each project, blending creativity with precision to deliver exceptional results.

Her love of travel, continuous learning, and high-speed sports, including motorcycling and snowboarding, provide her with the drive and focus needed to excel in the fast-paced world of event production.

IN HER WORDS

"Entrepreneurship was not a sudden revelation for me, but a gradual awakening. I became restless, stuck in roles that did not align with my values and goals. I felt confined within systems that stifled my growth, and over time, it became intolerable. I realized that to move forward, I needed to proactively align my life with my values. Letting go of outdated relationships and structures allowed me to embrace leadership over my life and work, carving my path and making a meaningful impact.

"I began working at 15, first as a busser and later as a host in a restaurant, where I learned diplomacy, adaptability, and how to read a room. I moved into retail sales, where I continued to develop my communication skills and connect with people from all walks of life. Though shy, each experience pushed me outside my comfort zone, laying the foundation for resilience and personal growth.

"When I worked in restaurants, I became fascinated with sales and the goal of maximizing tips. I aimed to sell $2,000 in a shift and earn at least $200 in tips after tip-out. To gain an edge, I arrived an hour early, not for hourly pay, but to claim my section first. In one of the busiest restaurants in town, arriving late meant losing tables to other servers, resulting in wasted time running food instead of serving guests. I could start working immediately by showing up early, making an extra $40 or $50 in tips each hour, teaching me to maximize my time and strategize for success

"In retail, I became focused on accessory margins. For instance, if a phone case cost the store $10 and sold for $30, I earned a 25%commission on the $20 profit I turned work into a game, constantly challenging myself to improve. My days were long - opening the store at 8 am and working late into the night - but the hard work taught me valuable lessons about time management, business, and personal growth.

SWITCHING GEARS

"Becoming a DJ felt like stepping into a whole new identity, unlocking a part of myself I had not met before. I made vision boards of what success as a DJ could look like, and for the first time, I was not just re-living the same day over and over again - I was actively taking steps to change the course of my life.

"That shift gave me the courage to leave the small town I grew up in and finally move into the city. The path was not straight, but every twist, detour, and setback taught me something I did not know I needed. Looking back, I see how those events - both big and small - ranging from boring to tumultuous - were quietly preparing me to design a life that felt inspiring and true to my sense of adventure, fun, and playfulness.

"During the pandemic, I pivoted by starting a Spotify podcast and interviewing members of mastermind groups and DJs I met on Twitch. It felt meaningful to share conversations about ideas and passions that mattered to them. I also launched a TikTok account with thought- provoking questions aimed at helping people reflect on who they are and why they do what they do. The account gained traction over time, but deep down, I knew both were temporary."

"When live events returned, I did not hesitate I shut it all down and dove back into what truly fuels me: the electric, irreplaceable energy of in-person connection instead of online connection. Every venture - whether podcasting, DJing, or producing events - taught me to see every step as a bridge to the next, not an endpoint.

A HARD STOP

"I soon realized that after decades of being on the move, I was burned out, overcommitted, and desperate to please everyone. Though I had stability, the pandemic changed everything. My job disappeared, and with it, the purpose that had kept me going. Suddenly, I was left with time and uncertainty, forcing me to confront what I had become.

"The pause made me face the truth: my lifestyle was unsustainable. My body was atrophying from limited movement, my relationships frayed, and my career crumbled. But in that stillness, something shifted. I began asking difficult questions: What am I doing? Why this way? The answers were not easy but necessary. I set boundaries, redefined how I worked, and aligned my life with my values, not others' expectations.

"That period was transformative. Each year, I grew sharper and more unapologetically myself. Growth came in waves, pushing me to rebuild stronger. The evolution began when I stopped seeking validation and trusted myself. I embraced the daring "why not?" and everything fell into place. I stopped punishing myself for setbacks and began loving the process of pursuing something bigger than myself.

AN INVESTMENT IN SELF

"To push my business forward, I invested strategically in resources, programs, and services that helped me deepen my craft and achieve my goals more quickly. I sought out mentors, coaches, and mastermind groups, attended conferences, and learned from experts who helped me avoid common pitfalls, save time, and accelerate my progress.

"Building a business is more than just honing your skills; it is about connecting with the right people and understanding the value you can bring to others. That is why I expanded my services to include AV solutions and other event add-ons alongside my DJ work. In doing so, I addressed a significant gap in the industry: the misconception that DJs and AV teams are interchangeable. I have seen firsthand how planners sometimes treat us this way, focusing only on the budget, which makes our exchange purely transactional. But the reality is that AV professionals and DJs bring much more than simply following orders. We are here to set the tone and shape the experience - an area where my expertise lies.

"While many planners excel at aesthetics and budgeting, they sometimes miss the bigger picture and leave us out of crucial conversations. That is when I decided to step in and bridge that gap, ensuring that every piece of the puzzle fits together seamlessly.

"Taking a holistic approach to event production, I have worked to integrate my DJ skills with AV technology, ensuring every event flows effortlessly."

"When everyone involved brings their best energy and expertise, the result is an event that truly stands out.

"Building a profitable business I am proud of has required personal growth - letting go of old habits, embracing who I am today, and staying true to my vision.

"One of my most significant breakthroughs has been resisting the temptation to overthink or wait for the "perfect" moment. This mindset shift has allowed me to stay focused, remain agile, and take decisive action, which has been key in shaping the direction of my business.

ALONG THE WAY

"I am incredibly grateful to my long-time clients, Whitelaw Twining and Wendy & Sergio Lisogar-Cocchia, for their unwavering trust and support. Their belief in me bringing their events to life has meant the world, and I cherish the kindness, generosity, and hospitality they have shown. It is an honour to work with such exceptional people.

"A special thanks to Glam Z Gala for allowing me to manage AV tech, DJ, and collaborate on visuals for talented entertainers like the Richmond Dance Academy and XOMG Pop!

"I also want to express my gratitude to Aleem Kassam and Victor Kazakov for trusting me with their wedding guest experience. Working together, we created something truly special. These experiences and relationships have been pivotal in my journey, and I am beyond grateful for them.

A NEW IDENTITY

"I am an 'Experience Architect,' not just a DJ or event producer; I craft moments that move people - physically, emotionally, and socially.

"From weddings to corporate events, it is not just about music but about connection. The world feels fragmented right now, and my work brings people together in ways that matter.

"My work is luxury - tailored, thoughtful, and crafted entirely for you. Whether your event budget is $1,000 or $100,000, the choice to gather is an indulgence - throwing an event is indulgent I want to ensure that every dollar, minute, and moment counts.

"Therefore, my approach is exclusive; I only take some opportunities that come my way, and only some have access to what I offer. It is a paradox, but it elevates the experience for everyone involved.

"It is not about being exclusive for the sake of it - it is about being intentional with whom I work so that we can co-create something extraordinary together.

"I have a unique ability to read the energy in any room, understand different personalities, and guide them in creating a positive atmosphere. It is challenging, but it is at the heart of my work, helping people leave feeling uplifted.

"I work with clients ready to embrace uncertainty and invest in high-quality events as a strategic step toward enhancing their brand and creating memorable experiences.

"I wholeheartedly believe live events have the power to transform lives. Your network is your net worth, and the proper connection at the right moment can completely shift the course of your life. You never know; the person you meet today could be the one who propels you to your next big opportunity."

GROWTH MINDSET

"Visibility and aligned partnerships are key to propelling my business forward. I am focused on collaborating with visionaries who reject the status quo and prioritize innovation over "this is how things have always been done." My work is not just about creating events but curating transformative experiences that shift perspectives and deliver lasting value.

"I thrive with clients who understand that investing in quality is not a luxury but a strategy. My ideal partnerships are with heart-centred individuals and organizations that dream big and act bigger, knowing that impact demands bold moves, fair practices, and a long-term mindset. Together, we do not wait for permission. We do not play small.

"My focus is on transforming how we think about events and experiences. Too often, people view celebrations as indulgences or luxuries, something nice to have but easy to cut corners on. This mindset leads to safe, predictable, and forgettable gatherings, leaving people feeling disconnected, even in a room full of others.

"My business serves as a bridge for those ready to challenge that narrative. I know that spending money on events feels risky to some, and there is a common belief that one should be able to throw a great party without spending a fortune or putting in too much effort. However, the truth is you cannot have a next-level experience without committing to something. Whether it be time, energy, or yes, money.

"I want my business to inspire people to break free from the fear of spending and show them the value of creating experiences that resonate. I want to challenge the belief that better events are out of reach or not worth the investment. When you invest in creating moments that make people feel something - joy, excitement, or connection - you are not just hosting an event. You are creating a memory that lasts far beyond the night itself.

"As entrepreneurs, this is a critical lesson. To grow and succeed, you must develop a healthy relationship with money. It is not just about how much you spend but where you invest and why. Money is a tool, and how you use it reflects your mindset. Ask yourself, are you driven by fear of scarcity or inspired by the potential for growth?

"Moving into 2025, I am equipped with a clear understanding of my business and purpose, and I aim to attract clients and suppliers who share this vision and understand that when the right people come together, extraordinary things are not just possible - they are inevitable."