Entrepreneur’s Corner: Robin Lathrop

Robin Lathrop fuses her passion for art and fashion with project management expertise to deliver the ideal day. New York Lifestyles sat down with Robin Lathrop to discuss her career, her event planning company Robin Lathrop, and what the event producing industry has done to adapt to the “new normal.”

Are you a native New Yorker?

Yes! I was born in New York City and raised in Hudson Valley. I love everything about the city. So much so, I moved back in 1985.

How did you get into event producing?

I attended SUNY Albany, where I graduated with my business and theater degrees. I believe that the best events are planned and produced like a show, with the guests being the audience, and it is all about perfect planning/timing/ability to pivot seamlessly in a moment.

How and when did you start your own event company?

I worked for an event company at The Plaza Hotel for 8 years. After feeling that I had outgrown my position’s capacity, I left and started my own company. I believe that everything is possible—and I have never looked back!

Working on Virtual Commencement

Our team will manage everything from site selection, décor, food and beverage design…and much more!

Robin Lathrop ©ByRobin

Tell us more about ByRobin and what it offers.

ByRobin is an all-encompassing production company. We offer virtual, hybrid, and live event services. Our team will manage everything from site selection, registration, décor, food and beverage design, talent acquisition, technical support, and much more!

What is the most memorable event you have created?

One of my most memorable events was a 60th birthday party at Lincoln Center for an immensely powerful man. The event took place on the only dark day of the theatre. Our entire team pulled out all the stops, working around the clock for 48 hours to pull off a once in a lifetime event!

With the COVID-19 pandemic changing the event producing industry, how did you transition from live events to virtual?

The pandemic struck right before our 2020 commencement for The New School. We immediately pivoted and created a unique, interactive, live virtual commencement experience for 12,000 people.

What does the future hold for event producing?

I think that hybrid model events will play a key role in event producing.

With the holiday season coming up, what are some hints for someone planning a festive event or party?

Be prepared to plan your event in a shorter amount of time and add in some virtual elements.

For more information on Robin Lathrop and ByRobin, visit byrobin.com. •