Meet Krissy Allegra | Owner | Lead Planner

We had the good fortune of connecting with Krissy Allegra and we’ve shared our conversation below.

Hi Krissy, what was your thought process behind starting your own business?

Well, it all started with a lot of tears. And when I say a lot, I mean… a lot. So, whenever I am asked about the start – that’s the visual that immediately comes to mind.

My company, Always Allegra Events, was born from my many years in the industry. I worked for a few venues over my first 10 years in the workforce, supporting large scale events on the venue side, handling the food and beverage, logistics and sales. From that angle, I worked with many coordinators, and I watched from the sidelines; took all in that I saw and made notes for that “someday dream plan” of mine. My biggest realization was how there was such a lack of personal, human touch that went into these huge, significant milestones in people’s lives. That this business was representing clients as numbers and it was hard to watch this space that is so delicate, be treated anything but.

So that’s where we started—founded on the mindset that: these special occasions that our clients want to celebrate, truly mean as much as it does to us – as it is for them.

We live in this year-long timeline with our clients; weighing over options, budgets, and hard choices because we care, so very much. We pride ourselves on going the extra mile to calm anxieties, to answer questions that could keep one up at night and jump on the phone when no one else is listening—for our clients.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

I started in the events world when I was in high school. I knew someone that was a wedding planner, and she took little 18-year-old me in, allowed me to assist some weddings, and the rest was history. Through college I worked under a local planner, assisting soon became planning events on my own and by the time I graduated college, I had a great deal of event day experience and working in that special place with clients. After graduating college, I started my job at the Ebell of Los Angeles, as the Special Event and Filming Coordinator. I planned and executed every event, of all types – and sold, contracted, and executed all filming productions. A great deal of my knowledge on logistics is because of my valuable time spent at the Ebell; I adored the responsibility I was given to do make trial and error, learn my strengths and flourish. After 4.5 years with the Ebell, I switched things up – became the Special Events Coordinating Manager at the Bel-Air Bay Club. My role there was to plan and manage all events – around 280 annually. I met so many incredible events folks while there, made great connections and later – moved onto Spago Beverly Hills to try a different route in this whole events thing. At Wolfgang Puck’s Flagship restaurant, I was the Special Events Sales Manager. This was my first take at working in a restaurant and that was quite the experience, one that was definitely needed for where my future would take me. I really adored my role there; it was all the things I needed at that time in my life– it was exciting, fast-paced, and consumed all my brain. Unfortunately, a global pandemic came and shifted that role as I knew it. Trying to hold onto a really tough situation within a company I loved; I finally departed in July 2020.

At that point, I was at a complete and utter crossroads in my career. The world wasn’t having events, the world also couldn’t fathom the concept of seeing more than 7 humans in the same space together for the foreseeable future. I took that time to relax, regroup and … that’s where the crying came in. For as long as I can remember, the concept of being my own boss and starting my own business, highlighting the pieces of this industry that I loved the most – being with the client on this journey. But that fear of being my own boss and paying my own salary; was without a doubt, the scariest concept in my brain. Months of tears (truly) turned that fear into a time of heavy planning, researching, building, creating. That time will forever be on monumental moment in my life where I worked day and night to connect with planners and hear about packages, researched how to build a website, searched for all photos from weddings I had personally done, made the Instagram, created my logo, and started a brand that I today – would be most proud of. I turned that time into a very productive road because I knew that one day, whenever that would be, the gates would open — and the flood gates of events would be an outpour.

No part of the process has been easy. Being a business owner in the past few years, has been the biggest life learning lesson I could ever ask for. There is no manual on how to start a business, the documents you need to fill out, the questions you need to ask, who to ask, the right way vs. the wrong way. Everything is quite literally a trial by error – and those errors have made me as a human, so much stronger, more certain of who I am and where I want this business to grow to.

I’ve learned a GREAT deal over my first few years of business—SO much. I learned very fast that boundaries are OKAY – as much as I give it my all to each and every one of my clients – setting the standard and boundaries of what I do, what I am here for and what parts of me are available. Still a learning lesson really; but it’s a great lesson to be learned, and it’s really changed my life as a business owner and person as well.

I am so proud of this business I have started. The mindset I had when I started Always Allegra, was to be present, be professional, and be personal. I am so proud to say that those important aspects for me, are without a doubt, still the 3 things I strive to be with every interaction I have. The wonderful team that I have working with us; they are constantly all 3 of those things – they represent the brand and this company so well, very proud of that. We aren’t perfect but that’s the whole point; no one is perfect. The best lesson learned of all (as a business owner and as a growing, functioning adult) has been that no one needs to be perfect, but you need to mean-well and be an honest person. That is how I want my brand to be forevermore.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
All right – so Los Angeles. Starting more local to my current residence here in Santa Monica; start with my absolute favorite Italian deli – Bay Cities, grabbing a Godmother sandwich for lunch before heading to Abbot Kinney for some shopping. I would briefly show them 3rd street / maybe get a little shopping in, most importantly enjoy sunset on Ocean Ave – sitting at the bluffs, enjoying sunset with a bottle of wine on a blanket. Then head over to my favorite local spot – either Kazu Nori for handrolls or Uovo for artisan pasta. Malibu would be its own day. Country Mart for some shopping, go to the Malibu Pier for lunch at the Farm, a private walk-through Broad Beach, and end dinner with Nobu. Definitely would need a day in the South Bay—seeing the beaches in that area is a very important part of learning about Los Angeles. We would make sure to make our way back to Santa Clarita to see my family, especially my nieces and nephews – that’s a must 

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people that have been a part of my success and where I am today. It’s a quite difficult question for me to simplify. I shall keep this more broad because this will be one of those Oscar’s where the music begins, and pushes me off the stage.

My family for starters – years ago when I was at a cross in the road professionally, trying to figure out what the next step would be for me in that moment; the thought of making this leap into owning a business and becoming my own boss, was without a doubt the more terrifying concept in my eyes. My family (and friends) gave so much overwhelming support verbally, emotionally, financially and encouraged me that this path that was of consideration was not only– a very smart one, but they would be here to help me weed through the good, the bad and the ugly. They sure were there for all those things, the good, the bad and the ugly – I know for certain that I wouldn’t have been able to make the leap without that unconditional support I was showered with then – and that support they are constantly providing me to continue this road day in, and day out.

Which brings me to my vendors. Being in the industry as long as I have been – I’ve met so many key vendors that have been on this journey and guided so much of what I know – event knowledge wise and are supportive each and every day. There are so many names but specifically: Angelica from Angelica Marie Photo — she has been with me when I wanted to make a logo, then supported a website to be curated, and every obstacle I run into… she’s a phone call away. Sherene from Wisteria Lane — a true mentor, someone I look up to each and every day. She is family– level-headed in the decisions she makes, reasonable in all trains of thinking, and a great woman — on and off the job. Brad with Stagelabs — he met me when I was fresh out of college and has been on this journey with me since. No matter how busy I know he is; he stops, calls, checks in, touches base personally and professionally. I know he’s of the busiest humans I know and continuously reminds me that there’s life behind these events, within each of these humans as well. Ashley from Ashley Burns Photography “my work wife” — a constant cheerleader and sound board on a daily / weekly basis. True voice of reason that keeps these wheels turning and this business building into the right direction I want it to go. Rob from Second Song – such a supportive face that this industry has blessed me with. His ability to constantly strive to be a better boss, team player and leader – never seizes to amaze me. Just a few of the people in the industry that deserve all the credit in the world.

Website: www.alwaysallegra.com

Instagram: https://www.instagram.com/alwaysallegra_/?hl=en

Linkedin: https://www.linkedin.com/company/91329834/admin/feed/posts/

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

Image Credits
@ashleyburnsphoto @angelicamariephoto @alyssalizarragaphoto @jillianrosephoto