Annie Chan, the driving force behind Red Box Events Pte Ltd, is a seasoned veteran in the events industry, boasting over three decades of experience in crafting unforgettable experiences for clients across Singapore.
Her journey, however, was not one meticulously planned, but rather a serendipitous path.
Initially, the event industry was far from Annie’s radar – she just wanted a job. Armed with a diploma and taken under the wing of a helpful boss who taught her the finer details of events planning and PR, she stumbled upon an opportunity that has been her rice bowl for 30 years.
What began as a chance encounter blossomed into a fulfilling career, marked by collaborations with a diverse clientele spanning private corporations, government agencies, and non-profit organizations.
Winning A Million Dollar Government Project
While most people start businesses after much contemplation, she started her business because her former employer closed down the division that she was in charge of – the events planning division. The same moment that she lost her job within the company was the moment she became an entrepreneur as her former employer wanted to focus on other areas. He literally gave her the full roster of clients!
Additionally, not long after, Annie secured a million-dollar project for her company from the Singapore government and it proved to be a landmark achievement that solidified Red Box Events’ position in Singapore.
With a track record of executing over 1,000 singles events in just two years under the project, Annie’s ability to create engaging and impactful experiences is undeniable yet she admits that burnout is real.
However, Annie’s life story extends beyond professional triumphs. A painful divorce became a catalyst for personal growth and self-discovery. Through introspection and healing, she emerged with a deep understanding of relationships and a desire to empower others. This led her to embark on a new chapter, becoming an Enneagram Executive Coach, Certified NLP Practitioner & Life Coach and Certified Matchmaker.
Red Box Events, once Annie’s primary focus, took a backseat during this period of personal transformation. Now, revitalized and armed with fresh perspectives, she is rekindling her passion for events by becoming an educator and trainer.
Exceptional Experiences Through Events Planning
Established on 3 March 2003, Red Box Events Pte Ltd was founded to provide clients with a comprehensive one-stop events planning and organising solution for all their event needs with a focus on creating exceptional experiences, no matter the size of the client’s budget.
The role of an event planner is multifaceted, demanding a wide range of skills. “As an events planner, you wear many hats,” Annie explains. “You’re the creative visionary, the financial steward, the people manager, and the problem solver, all rolled into one.”
Annie also emphasizes the importance of knowing that one’s audience is the main focus when crafting events. The audience is not the client which is an important distinction to remember.
Sustainability Challenges In Events Planning
Beyond event planning and execution, Red Box Events also offers sustainability consultancy services, ensuring that events are organized with minimal environmental impact. However as she explains in the episode, some sustainability challenges can be hard to overcome. For instance, food wastage is a problem for event planners and food safety regulations disallow people to pack leftovers.
Her favourite quote is L.O.V.E.r – Living One’s Values Everyday
She calls herself “quite a boring person and not someone who reads” although she does enjoy Mandarin pop while on the go. She relishes thrillers and comedies and her biggest passion is travelling and she says she hopes to travel the world when she finally retires. A highlight of her career includes taking the helm as President of the IWFCI Singapore in 2018.
“Professionally and personally, I’ve grown immensely. This experience has also ignited a passion for sharing knowledge leading me to impart my expertise and guidance through my training programmes,” says Annie.
At present, besides teaching and training individuals and organisations to create memorable experiences through professional event planning, she travels with her client, Hemispheres Foundation, to support their initiatives through event planning and sustainable projects.