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While many businesses have downsized in Michigan's struggling economy, one woman-owned firm has not only adapted - but expanded.
Elite Events, based in Troy, Michigan, recently announced their move into a national presence. The company, which specializes in high-caliber, one-of-a-kind rentals, nowships affordably to any location in the U.S.
"Especially in this economy, people are looking for ways to save money," said owner Carol Lewis, a veteran event planner with more than 20 years of experience. "If a company has been doing an event, and all of a sudden stops, customers and vendors can get the impression they're not doing well. That's when they come to me."
Elite Events carries an inventory of contemporary, high-end and innovative furniture and decor, all designed to create extraordinary surroundings. In addition to parties and events, the company can "stage" a home for sale, create a unique atmosphere for the perfect social event or provide sleek office furnishings for temporary or long-term use.
It's a natural progression for the business and for Lewis, who didn't actually start out to be an event planner. In her first job, for the American Cancer Society, she found herself accepting more and more responsibility for fund-raising events. "I ran it like a business," she recalled. "Where most people avoided events, that was my niche."
Soon, she was getting calls for people who wanted to hire her to run thir corporate events. The busness has done well; Lewis is one of the few event planners with non-profit experience. That's been a great asset as the economy has taken a down-turn.
"Creativity doesn't necessarily equal money," Lewis said. "We're known for being 'out of the box'."
When Lewis saw a trend for high-end furniture rentals developing in larger cities, she saw another opportunity to provide a great service for her clients - and a way to help them through hard times. Being able to provide a high-end, contemporary bar, a classy serving cart or a room full of comfortable and stylish furniture would put even more value to the services Elite Events had always provided.
Just one problem.
"There was never any fun, contemporary, unique furniture for rent here," Lewis said.
There is now. But the decision to invest in a full collection of high-end furnishings wasn't easy.
"So far, it's paid off," Lewis said. "but it was a tough decision to spend more money."
Still, she feels, for her business and for Michigan to succeed, it's important for people to step up, to take risks. "You've gotta invest emotionallly and financially, and I've done both. I've made that committment to our clients and our future clients. We're going to continue growing based on demand, and we can customize our business to meet their needs. A big company can't do that."
So far, the reception has been extremely satisfying; Elite delivered five semi-loads of furniture to Cobo Hall for the Auto Show. In addition, furnishings have been shipped as far as Las Vegas, Califonia and New York. Lewis said having her "finger on the pulse" of the events industry at that level has been the key to success.
The positive response on the national level has been great, but Lewis is most thrilled that Michigan clients have picked up on the rentals.
"I'm a Michigan native, and I'm very loyal," she said. "This is my way of riding the wave like everybody else. I really think Michigan needs this."
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