The Master of Ceremonies

The Master of Ceremonies

If event planning were an artform, then Iconic Events would be the Vienna Philharmonic, owner J Scott Berry would be Leonard Bernstein, and your event would be iconic.

By Mark McWaters

T o observe J. Scott Berry orchestrate an event is to witness an artist create a masterpiece. In 2015, an attendee at the Black & White Ball which benefited the Boys & Girls Clubs of Lake and Sumter Counties, had the opportunity to observe Berry in action. The onlooker saw Berry take command; maneuver seamlessly from minor tasks that required his attention to problem-solving full-blown catastrophes ready to happen. When most would be too frazzled to face an audience, Berry took a breath, composed himself, then walked onto the stage to emcee

the event like a champion. As Berry would say, “Your guests should not see

the work, they should only experience.”

What impressed the onlooker, who is openly gay, the most, was how Berry, who is also openly gay, entertained the full-house crowd of conversatives with hilarious gay humor to the point they were roaring with laughter. “The guests are the key factor in building your event,” said Berry. “I have a unique ability for staying in tune with an audience, and knowing what that audience wants.”

Berry has taken his 35+ years of event production, 14 years as a business owner, and five years as the executive director of a non-profit, into the creation of his new event consultation and management company, Iconic Events.

The goal of Iconic Events is to produce and manage events customized to your iconic brand. “I know how eff ective events can be successful for a business, organization or non-profit,” said Berry. “Events that launch a new product, announce a new scope of service, educate, celebrate, or just provide excitement about your brand, can really add to the bottom line of businesses large and small.”

The Black & White Ball Berry created to benefit the Boys and Girls Club of Lake and Sumter County raised $2.5 million during the five years under his direction, supervision, and management. His signature event became the “must go” event in everyone’s datebook.

Defining his business area for Iconic Events as the continental United States, Berry works with the best vendors from all over the country—Chicago, New York, South Carolina—and he can work anywhere. It depends on the budget and the time frame. An event for a smallsized business takes a ten-week commitment, minimum. Larger events might require six months or more.

“We are only limited by two things – budget and imagination,” Berry said.

Berry has crafted a strategy that he has executed meticulously for more than 20 years, so that the smallest details are not overlooked.

He lists four key elements that go into producing a successful, Iconic Event:

1.) Attention to detail. Berry works with a multipage checklist of important items to keep track of, which he has developed over the years. “Nothing is too small,” he said.2.) Focus. Berry attests that every business event should have a business goal and stay focused on that, which should include increased revenue, growing a customer base, celebration, vendor or employee appreciation, and increased donations. “Never lose sight of the goal,” he said emphatically.

3.) Audience retention. Berry has been involved with theater for many years. Event goers are a very particular type of audience and he knows how to read them. “I know what they want, what they will take and more importantly, what they won’t,” Berry said.

4.) Fun. “I’ve had several people tell me, after coming to one of my events, ‘I knew this was a J. Scott Berry event!’ Because they had fun.”

Do that and you can be sure that, as J Scott Berry says, “There will be flash, flare and focus. Goals will be achieved in a memorable way. Oh, and there will be sequins – always sequins!”

Let Iconic Events build an event for your Iconic Brand.

FOR MORE INFORMATION about Iconic Events and the many services they off er, visit them at iconicevents.life, Facebook:@IconicEventsFL Instagram:@iconiceventsfl Email: scott@iconicevents.life