Meet Michelle Schurman, CMM | Owner & Director of Events

We had the good fortune of connecting with Michelle Schurman, CMM and we’ve shared our conversation below.

Hi Michelle, what is the most important factor behind your success?
There are many things that help make a brand successful. For Flyte44 Events, I think that the biggest key to success is that we really listen to clients and then get creative. We are always a team member wanting them to be successful and to meet their goals. Not everyone wants the same things and we find a way to make certain all parties are represented. We think about all their needs and then guide them through the planning process. This means giving them options and discussing considerations so they can make informed decisions.

I have talked C-suite Executives and Directors out of holding an event just because it didn’t make fiscal sense. No, we didn’t get those jobs, but every time they have all hired us for other events because clients know we won’t misguide them. It doesn’t matter if that is a couple getting married or a Fortune 500. Clients are people, want to be heard, and want things to be memorable for the right reasons.

What should our readers know about your business?
I think what really sets Flyte44 Events apart from other planning companies is how much we care about our clients. No event or job is just that to us – it is never “cookie cutter”. Each event/meeting/party has a lot riding on it’s success for them personally and professionally. We help them through all the stages and stressors that come up, trying not to add to them. It isn’t easy to maintain a sense of grounding and positivity when you have myriad of changes flying at you and considerations to manage. Our vast experience with many types of events helps us maintain perspective with whatever comes up. There is no greater honor than client’s referring us to others and hiring us again.

I think another huge part of our success is also that we always treat people with respect. This goes for everyone from the client to the person delivering a package or parking cars. It is just how I try to live life, but it has also paid off in who wants to work with us and what they are willing to help with. We’ve been able to build an amazing team of vendors and venues for this reason. It is really touching when I walk into a details meeting and see familiar faces that chose to work our event instead of someone else’s.

I was asked the other day to give someone a run through of the events I personally have managed. This was an interesting reflection for me since I tend to focus on the present and not the past. I used to own another company before Flyte44, which I closed to focus on my family. When I put it all together for this potential client, I was astounded at the breadth of experience… running Western regions, opening cancer centers, managing 5 day conferences, to completely turning a non-venue into a venue, planning executive meetings, international conferences and producing stunning weddings and milestone celebrations from all budgets. The tasks weren’t always easy and I am gratefully for all the support and creativity that has come our way.

There are so many lessons to learn along the way, but the one I always try to keep in mind is that as long as you stay present, creative, and open, you can do anything you put your mind to.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Los Angeles is so big, but there definitely are neat spots to hang out in. I would not suggest tackling more than one area per day, otherwise you are just in traffic. I would definitely mix up some touristy spots with some more flavorful areas. I am into history, nature, and food, so this would be my week.

Day one, Santa Monica
Take in the shopping on Third Street and go to the pier. Get the local vibe. I love True Food Kitchen in Santa Monica. Rori’s for ice cream is one of my favorites too. (I have allergies and they have vegan flavors and GF cones too.) I have been told the Rootbeer Float ice cream is to die for. The Fairmont at night has some fun bands on the outside patio and cocktails at Casa Del Mar is always relaxing and posh.

Day two, Malibu
I suggest you drive up the coast and soak in the views. Zuma and Will Rogers beaches are great for people watching. If you want to drive further up Neptune’s Net is a popular spot. Dinner at Sunset Restaurant is amazing, You can walk on the sand at Point Dune, and just get the quintessential LA beach experience.

Day three, the Getty
If you like art, then the Getty is a place you can spend the day, especially if you’ve had a bit too much sun on day two. There are gorgeous views from the patios and outdoor areas, the food isn’t bad in the café and the art is just amazing. If you don’t love art, then cruising around Beverly Hills and Century City might be more your style.

Day four, go hiking
There are some many options around LA to get out in nature. From short walks to long day hikes, if you want to move your body and get out of the traffic, that’s how you do it. Griffith Park is big for some (go see the carousel that is in many movies), hiking to the Hollywood sign, or places in the Malibu hills like Paramount Ranch and Charmlee are also great options. Just remember to bring water and sunscreen or a hat.

I live towards Malibu and there are some great eating options if you want to explore the 101 Malibu areas. I like Sharkys for casual, quick Mexican. Tifa has amazing gelato and sorbetto. Noona in Westlake has excellent authentic Italian food. (You’ll want to dress nicer for dinner there though.) And if you want to chill with a margarita and guacamole, check out Plata in Agoura.

Day five, Hollywood
No visit to LA is really complete without seeing Hollywood. The Chinese Theatre, walking on Hollywood Boulevard and even seeing Hollywood and Highland are big touristy things. If you want an experience, see who is playing at the Hollywood Bowl and bring a picnic for before the show. I personally love Musso and Frank’s. I love the classic Hollywood vibe and how throwback but excellent their menu is. People go for the martini’s, but they also make a good Kir Royale and Greyhound. (You should dress nicely and get a reservation if you can.)

Day six, Pasadena and The Huntington
I love the Huntington Gardens and Library. The Norton Simon Museum is also a hidden gem. Still, if you aren’t into museums and nature, then check out the shopping on Colorado. Salt and Straw is a favorite for ice cream there. If you are up for adventure, then cruise down to Eagle Rock to CaCao Mexicatessen. All their food is so yummy and I like that even being GF DF I can eat there and have layers of taste hitting my pallet.

Day seven, I would leave up to you. There may be places that you want to explore more or you may just lounge by the pool.

The biggest thing when traveling to any city is to be open to adventure.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to dedicate this feature to all my mentors, friends and my family who have been amazingly supportive throughout my journey. My vendor friends and mentors know the business intimately and other friends and my family give me a much needed outsiders’ perspective. I couldn’t be where I am today without any of them.

Website: www.flyte44.com

Instagram: @flyte44events

Linkedin: https://www.linkedin.com/in/mschurman/

Facebook: https://www.facebook.com/Flyte44/

Yelp: https://www.yelp.com/biz/flyte44-events-los-angeles-6

Image Credits
Jeremy Lucero Photography, Steve Torres Photography, Chyna Photography, Next Exit Photography, Dmitri Shumanev Productions, Christine Chang Photography, Rachel Stelter Photography, Michael Anthony Photography, Rich Prugh Photography