How to Scale Your Business with Profitable Live Events: Insights from Victor Guadarrama
Scaling with live events is no longer just an option for entrepreneurs; it’s one of the most powerful strategies for business growth, professional success, and lasting client trust. Whether you’re in healthcare leadership, running a small business, or guiding a growing company, in-person events can serve as a cornerstone for building community, positioning yourself as an expert, and driving measurable ROI. In fact, the returns from well-executed events often surpass traditional digital marketing when leaders and event planners commit to the right planning process and start planning early.
In a recent episode of All Things LOCS, Victor Guadarrama, founder of Eventpreneur and Be Events Academy, shared his proven leadership strategies and operational insights from more than a decade in the events industry. His mission is simple yet transformative: help entrepreneurs and healthcare professionals achieve professional growth by scaling with live events that generate leads, build authority, and deliver lasting impact.
In this episode blog, we’ll unpack Victor’s strategies, bust myths about event planning, and highlight the leadership, operational, and financial lessons business owners can apply to grow sustainably.
Why In-Person Events Drive Business Growth and Professional Success
In today’s noisy digital world, entrepreneurs are constantly competing for attention. According to Victor:
“Live events can be a vehicle in your business… you getting on top of a stage kind of makes you step out of your comfort zone.”
Unlike ads or social media posts, in-person events create opportunities for face-to-face trust-building. They allow entrepreneurs to:
Showcase expertise in real time
Build deeper community connections
Generate quality leads and conversions
Even for introverts, live events offer transformational potential. Victor, who describes himself as an introvert, explained how stepping onto his own stage changed his career trajectory and built credibility that online content alone couldn’t achieve.
For leaders in industries like healthcare leadership, where trust and authority are critical, events are not just marketing—they are an engine for professional success and stronger culture.
Busting the Biggest Myths About Event Planning
Myth 1: Are In-Person Events Too Expensive?
Reality: Events can be done on any budget. A client of Victor’s in San Diego hosted quarterly investor mixers with just a $1,000 budget, and consistently attracted new accredited investors.
Myth 2: Do You Need Thousands of Attendees for Success?
Reality: Impact isn’t about size. Victor shared:
“The smaller rooms are actually the better ones because you’re able to connect with people more on a deeper level.”
Myth 3: What If Nobody Shows Up?
Reality: Attendance fears are normal, but even if turnout is low, events still provide valuable practice, connection, and ROI. For Victor, his first event brought only 15 attendees (instead of 50) but delivered some of his strongest business connections.
The lesson? Don’t let myths stop you. With the right planning process and the discipline to start planning early, your event can succeed no matter the size.
Leadership Lessons from Hosting Profitable Events
Lead with Confidence and Clarity in Operations
Event coordination requires decisiveness. From venue negotiations to staff management, leaders must confidently guide logistics while staying flexible. Victor emphasized the importance of being proactive:
“Event coordinators are problem-solvers. We look for potential fires before they start.”
This principle mirrors healthcare leadership and other industries; anticipate challenges, don’t just react to them.
Know Your Worth and Avoid Undervaluing Expertise
Victor often competes against cheaper event planners but stands firm:
“I’m typically on the higher end because I know what I’m worth. I’m not just an event coordinator, I’m an event strategist.”
The takeaway for leaders? Avoid undervaluing your expertise. Competing on price alone erodes long-term sustainability.
Build Community, Not Just Events
Beyond events, Victor is building two communities: one for entrepreneurs using events to scale, and another for event coordinators to support each other. Collaboration, not competition, is the new model for professional growth.
Event Planning Strategies: Best Practices for Profitability
1. Start Small and Local to Build Momentum
Launching in your hometown provides built-in community support and reduces logistical stress. As Victor advised:
“If I live in Vegas, then I’m going to do my first event in Vegas… Even family or friends showing up makes a difference.”
2. Plan Like 500 Are Coming, Even If 5 Show Up
Victor shared his mindset for success:
“I planned my first event like I had 500 people, even though only 15 came. That preparation made the next one easier.”
This discipline highlights the importance of having a detailed planning process and ensuring you start planning early.
3. Set Clear Contracts to Avoid Scope Creep
Every client Victor works with signs a detailed contract outlining deliverables:
“Make sure your contract is clear with the scope of work… so you don’t set the wrong expectation.”
4. Use Preview Events to Build Trust and Sell Tickets
Victor recommends hosting free meetups or mixers before larger events. These “preview” sessions allow attendees to connect, sample your value, and warm up to higher-ticket offers.
5. Leverage Partnerships and Speaker Networks
Giving speakers affiliate links incentivizes them to promote events to their audiences, increasing reach and ticket sales without additional ad spend.
For event planners, these practices aren’t just about logistics—they’re about building a framework for professional success.
How to Maximize ROI from Live Events
Many organizations view events as costs rather than investments. Victor reframes this:
“If you’re not making money at your event, why are you doing it?”
Key Financial Insights:
Coordinator fees often run 10–15% of total event budgets.
ROI varies based on goals: some events aim for leads, others for direct revenue.
Smaller groups can yield higher ROI per person compared to massive events.
This mirrors financial strategy in healthcare and other industries: define clear ROI metrics (KPIs) before execution and align them with the planning process.
Leadership Development: Overcoming Fear of Public Speaking
Fear of speaking holds many leaders back. Victor offered encouragement for introverts and first-time speakers:
Start small with panels or networking events.
Repetition builds confidence.
Hosting your own stage positions you as the expert, making interactions easier.
“When you do your own live events, people are coming up to you, asking questions, wanting photos. It flips the script—you become the authority.”
For anyone in healthcare leadership or business, conquering the fear of speaking isn’t just personal, but a pathway to professional growth.
Event Industry Trends in 2025 and Beyond
Return to In-Person Experiences
Post-COVID, attendees crave live, human interactions. Hybrid events remain valuable, but in-person events are surging in demand.
The Shift Toward Smaller, Intimate Events
Rather than massive seminars, the trend is toward masterminds, workshops, and hot-seat sessions that foster collaboration and professional success.
Technology and AI in the Planning Process
From faster registration to smarter marketing, AI is enhancing event efficiency. Still, Victor stresses the irreplaceable value of face-to-face community building.
Final Thoughts: Events as a Leadership and Growth Strategy
Victor Guadarrama’s story highlights how scaling with live events is more than logistics—it’s a strategic leadership tool. They push entrepreneurs out of comfort zones, build trust faster than digital content, and create opportunities for professional growth and stronger cultures.
For healthcare leadership, executives, and entrepreneurs alike, the lesson is universal: don’t underestimate the power of in-person events. Whether with 5 attendees or 500, the impact can redefine your brand, culture, and bottom line.
As Victor put it:
“I’m not just coordinating events, I’m collaborating with clients on something bigger. We’re building experiences that move the needle in business and in life.”
Frequently Asked Questions (FAQ)
What is the ROI of live events for business growth?
The ROI of live events varies by goals, but many businesses see higher-quality leads and stronger conversions compared to digital ads. Even small, intimate events can generate significant returns if the right audience is present.
How can small businesses host profitable events on a budget?
Small businesses can start with low-cost venues, networking mixers, and community-based events. Partnerships and preview events also reduce costs while boosting attendance.
Are live events still effective in 2025?
Yes. Post-COVID, in-person experiences are more in demand than ever. Attendees want real connections, making live events a powerful growth tool alongside digital marketing.
What are the best strategies to fill seats at an event?
Leverage free preview events, speaker affiliate networks, referral programs, and targeted ads. Most importantly, focus on building trust and community to increase sign-ups and retention.
Want to connect with Victor Guadarrama?
Website: Be Events Academy
Instagram: @victor_guadarrama
Great businesses don’t grow by accident.
They grow because leaders commit to mastering four pillars: Leadership, Operations, Culture, and Strategy.
That’s what All Things LOCS is about—giving entrepreneurs, business owners, managers, and executives the tools to build organizations that don’t just survive, but scale with purpose and profit.
This week’s episode dives into how live events can accelerate growth and authority, but every conversation we have is designed to help you lead smarter, operate stronger, build thriving cultures, and drive sustainable strategies.
👉 If you’re ready to stop playing small and start leading at the next level, listen to All Things LOCS. Each episode gives you real stories, proven frameworks, and actionable takeaways to help you transform your business from the inside out.
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