Building and Maintaining Vendor Relationships in the Busy Season

The busy season is an exhilarating time for event professionals, but it doesn’t take much to tip the excitement into overwhelm. With a packed calendar, industry pros often juggle multiple events simultaneously, leaving little time for networking. 

However, these relationships are crucial for executing outstanding events and ensuring a smooth process to the finish line. In fact, maintaining strong vendor relationships is arguably more important during the busy season than at other times of the year since you spend so much time actively collaborating with others.

Nurturing industry relationships might seem like an afterthought amidst the hustle and bustle, but there’s plenty you can do without overflowing your calendar. From social media shoutouts to holiday gifts, try incorporating these strategies into your workflow to strengthen your vendor network throughout the busy season and beyond.

Stay active on social media

Social media is a low-hanging fruit for networking, but don’t underestimate the power of consistency. Most people are prone to scrolling throughout the day, so make that time productive by focusing your attention on engaging with your network.

Megan Breukelman, owner of Megan & Kenneth, encourages industry professionals to support one another on social media. “A little goes a long way when it comes to keeping in contact,” she says. “Even when you're up to your ears, carve out a little time to drop a comment or a 'like' on your friendor's post.”

You can make it easier by adding key vendor connections to your favorites list, driving the algorithm to serve you more of their content at the top of your feed. Regular engagement also tells the algorithm you care about their content.

“Whether it is liking photos or reels, chatting in the DMs, or hyping them up for a personal achievement, we are humans—and who doesn't love a supportive friend on the internet,” notes Loni Peterson, owner of LP Creative Events. “This also helps me get to know these folks as people and their interests in order to connect with them on a more personal level when we are on-site together.”

Checking in with your network on social media doesn’t require a lot of time. Spend 15 minutes seeing what’s new, then log out before falling prey to the never-ending scroll!

Play the role of matchmaker

Developing a network of valuable connections can support your goals, but it becomes more meaningful when you leverage your relationships to help others. If you know someone looking for a mentor, seasonal worker, or vendor partner, comb your network to see how you can link them to someone who fits the bill.

“Connections are the lifeblood of our industry,” confirms Cathy O’Connell, owner of COJ Events. “If you connect one fantastic person with another, they will always be grateful.”

In addition to business connections, Kelsey Strickland, planner for Twickenham House and Hall, recommends referring clients to other vendors as a way to show appreciation.

“The best thing you can do for vendors is refer them,” Strickland assures. “Keep working with them and know if they are what your client is looking for. Remember, your role in word-of-mouth marketing is more influential than you think it is!”

It’s common to refer clients to other types of vendors, but don’t be afraid to send them to trusted competitors, either. Not every lead is a good fit for your business, so you can earn some credit for recommending a competitor that suits a prospect’s event goals better.

Attend networking events

Going to a networking event or two can seem impossible when your schedule is packed. But if you’re committed to cultivating vendor relationships, attending industry events can offer a more efficient approach than trying to nurture individual connections.

“Reaching out to vendors for a coffee date is exhausting, especially during the busy season,” explains Casey Cannon, owner of EBJ & Company. “Instead of requesting a one-on-one meetup, find out what upcoming networking events they may be attending in your area and plan to go. Not only does this show that you respect their time, but it shows that you are committed to your business and value education.”

Vijay Goel, owner of 440 Elm, agrees with Cannon, adding that networking events are “a great way to reconnect with many people in a short time.” Plus, it offers a break for busy professionals. “While it sometimes feels like you're too busy, events are fun, and it's great to catch up with 15-50 people in a couple of hours,” he adds.

Consider looking into local association chapters and other networking groups to find upcoming events close enough to squeeze into your schedule. All it takes is one meaningful encounter to make it worthwhile!

Embrace the art of gifting

A thoughtful gesture can feel like a breath of fresh air during busy seasons. Sending a nice gift to your fellow vendors reminds them they’re not alone while keeping your name top-of-mind for referrals and other business opportunities.

When it comes to gifts, it’s true—it’s the thought that counts! You don’t need to spend a fortune or even much time to show other vendors you care. Leo Sotelo, owner of Story Alley Photography, recommends sending thank-you cards to demonstrate appreciation.

“A handwritten note thanking them for their partnership shows you care about them as people, not just as professionals,” he assures. “A small, thoughtful gift related to their interests can also show your appreciation and leave a great impression.”

If you’re unsure what to gift someone, consider that a sign to invest more time and intention into the relationship to learn more about them.

“Try to keep notes on your vendor partners' likes and dislikes and other preferences,” suggests Samantha Leenheer, owner of House of Joy. “Put a reminder on your calendar for their birthday, send them a text on their business anniversary, or as you learn more, show up to meetings with their favorite drink.”

A kind surprise-and-delight gesture can turn professional relationships into real-world friendships, earning you more referrals and the camaraderie of your fellow vendors.

Practice effective communication

Above all else, show respect to other vendors with timely and honest communication. Social media comments and gifts are lovely, but they won’t lead to anything if your event partners can’t rely on you to show up and put in your best effort.

“Clear and proactive communication is key to building trust and ensuring seamless collaboration in your projects,” confirms Sandy Brooks-Kovacs, owner of Timeless Event Planning. “Maintain communication by responding to emails promptly and scheduling meetings to discuss details with vendors you haven't collaborated with before.”

If you want to go above and beyond, don’t restrict your communications to event-specific matters. Sometimes, a friend-to-friend check-in can mean the world!

“While many are busy and very seasonal, you might be surprised how a phone call, a virtual (video) date, or a quick text really amps up relationships and keeps the friendships going,” states Jen Sulak, owner of Weirdo Weddings. 

It doesn’t necessarily mean you must sacrifice hours each week to connect with those in your network, but putting some intention behind your communications will make others feel seen and appreciated. During the busy season, your vendor friends will understand the value of your time and feel special that you chose to reach out.

That said, try not to take it personally if you don’t receive an enthusiastic response. It’s a busy season for everyone, and other people may have different priorities. Craig Peterman, owner of Craig Peterman Photography & Videography, urges event professionals to be flexible and understanding in their communication. 

“Everyone's under pressure during the busy season,” Peterman notes. “Be flexible with deadlines and understanding if there are hiccups. A collaborative approach, where you’re willing to adapt and support each other, can build a stronger, more resilient partnership.”

In the fast-paced world of events, the ability to nurture vendor relationships during the busy season can set you apart from the competition. By showing your care and dedication to supporting others, you can build a network of reliable event partners who are as committed to your success as you are to theirs. While such connections are invaluable today, they also set the stage for future collaborations to ensure your business thrives for years to come.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker and a self-professed royal wedding enthusiast.