My relationship with vendors is extremely important as it takes a team to pull off a successful event!
Sarah Nickens

Sarah Nickens

Owner & Lead Planner

Location: Clarksburg, MD

I started SG3 Events in 2018 after over a decade of planning events, due to my passion for celebrating life and bringing people together. Even as a kid, I was always the “planner” in my family and would literarily find any reason to celebrate or get together. And in my professional career as a Project Manager, I continued to live out my passion by planning Corporate events.

SG3 Events is built on a foundation of unparalleled service, and a desire to curate events and experiences with style and substance. After years of being a loyal customer to my favorite brands which all happen to be known for their stellar customer service, I truly understood the value of having a great experience and building loyal customer relationships.

My ultimate goal as a Wedding Planner goes beyond detailed planning and organization. I want to help you plan the most memorable day of your life, allow you to enjoy the planning process, and elicit positive emotions and great memories from your guests as they enjoy your biggest and most important celebration!

What are 2 trends in the event planning industry that you’re excited about?

Gone are the days of escort cards on a table…I am absolutely in love with personalized, thoughtful, and creative escort features that serve as information for guests getting to their seats, a backdrop for photos, and a conversation piece. I love seeing all the unique ways that they are being used at events. I’ve seen some interactive displays, displays that serve as a favor, and displays that are just so striking you want to stare at it all day! It really does create a great experience for guests.

I also love the bold use of colors that add a serious pop to your event. People are becoming more comfortable with taking risks and letting their personalities shine!

If you had unlimited resources, what would your dream client and event look like?

My dream client is warmhearted, stylish, and modern with exquisite taste and a discerning eye. She values meaningful connections and relationships, quality experiences, and excellence in service. As a busy professional, she cherishes the people closest to her and is intentional about celebrating life’s special moments with her loved ones.

When it comes to her event, she is not of the cookie-cutter mold. She is avid about curating a personalized event that showcases her life and individuality in the most expansive ways!

How important are your relationships with vendors and what are some ways that you successfully cultivate and ensure good rapport?

My relationship with vendors is extremely important as it takes a team to pull off a successful event! I personally value building relationships and creating a personal connection with vendors by getting to know them, engaging in face to face dialogue, sharing information about myself and my passion, understanding their interest, and lending a helping hand when they need it. This allows us to build trust which goes a long way in this industry!

What’s the most exciting thing on the horizon for you personally or professionally?

I am exhibiting at the Washingtonian Weddings Showcase on February 9th at the Mandarin Oriental Hotel in Washington DC! I am so thrilled to meet engaged couples and hear about their special day and how we can help with their planning. I am working with an amazing multi-talented team of vendors to produce a one-of-a-kind experience at the booth that showcases what couples can expect when they work with us!

I also have some big corporate events lined up that I am super excited about, and I am taking a big trip with my husband and kids in the middle of the year!

Lastly, I am expanding my team this year and looking forward to introducing some new faces to the SG3 Events team!

What are some things you wished you knew before starting your businesses?

I wish I knew how much time it takes to start and run a business and that in the beginning, you actually have very little time for anything else but the business. Being a mom of two kids and having worked in the corporate world for over 15 years, I was used to being busy and working long hours, however, I always had the backing of a team and several departments to carry out my duties.

Starting SG3 Events, I found myself working even longer hours, between networking events, marketing, meeting vendors, cultivating relationships, legal, accounting, and actually executing events. I started to question why I even embarked on this journey. Even with professional help in some of the areas of the business, it still required a lot of my time as I was the decision-maker on all matters. Thankfully I have a great support system that helped me through and although it still gets overwhelming, I have found mechanisms and systems to better manage my time and avoid burning out!

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