298: The Truth About Running Live Events

The Real Truth About Running Live Events: What You Need to Know Before You Dive In

If you’ve ever felt the spark to run a live event—a workshop, mastermind, retreat, or full-scale conference—you know the mix of excitement and nerves that comes with the idea. In episode 298 of the Her Empire Builder Show, Tina Tower pulls back the idealized Instagram curtain on what it really takes to create memorable, impactful live events. Whether you’re just starting to flirt with the idea or you’re a seasoned event host, Tina’s honest insights are packed with invaluable takeaways.

1. The Workload is Real—But So Are the Rewards

Tina makes it clear from the start: running seamless, impactful events is not the easiest way to build your profile or business. It’s months of unseen work, meticulous planning, backup plans, and an endless task list (her team uses a Monday board just for event planning!). Every event presents its own challenges, from unpredictable AV hiccups to venues that vary wildly in food and atmosphere.

The bottom line? If you’re looking for a quick win, events aren’t it—but if you’re willing to do what most people won’t, you’ll stand out and reap big rewards.

2. Prepare for the Risk (and a Little Fear)

Events come with upfront investments and big question marks—most notably, “What if no one shows up?” Tina confesses she feels this before every event, but she keeps backing herself. Renting venues (and paying for them immediately!), investing in food and AV, and covering all the little costs add up—and success depends on filling the room.

3. Energy is Everything

Holding a live event is a masterclass in energy management. You’re not just delivering content; you’re holding the vibe for the entire room—for yourself, your team, and your audience. Tina shares her ritual of optimizing her well-being before events (think: sleep, nutrition, meditation) and is candid about how energy fluctuations—especially for women—play a big part in how she shows up.

After pouring so much out, recovery time is essential. The come-down is real, and if you’re an introvert at heart (like Tina), you’ll need intentional downtime to recharge.

4. Tech Snafus Will Happen—Always

No matter how well you plan, something will go wrong: a mic fails, the music doesn’t cue, a clicker glitches, or unseen background noise throws off your focus. The trick? Expect it, stay cool, have backups, and empower your team to handle issues so you can stay present in the moment.

5. The Experience is Everything—People Remember How You Made Them Feel

Content is crucial, but what matters most is the feeling you create. Tina is obsessed with detail: what people hear, see, and how they’re nurtured—from how the tables are set, to the temperature of the room and the quality of connections made. She’s intentional about eye contact, moments of surprise and delight, and fostering genuine connection—for herself and among attendees.

6. Be Ready for Financial Surprises

You can lose money—or make lots of it—at live events. Some events Tina hosts are priced at a profit, while others are intentionally just at cost for greater reach or marketing impact. Tight budgets, clear goals, and careful cost management are non-negotiable to avoid the financial chaos that can come with ambitious, heart-driven events.

7. You Need a Team You Trust

You simply can’t do it all. From check-in to food to tech, you’ll need people who can take ownership and keep things moving smoothly. Whether it’s a full team or short-term event staff, empowering others lets you focus on what matters most—connection and serving your guests.

8. Make It Reflect You

Don’t copy-and-paste another event model. Your event should reflect your brand, style, and values—whether that’s jungle drumming or Nana-hours dinner parties. The most memorable events will have your unique stamp all over them, even if it means not pleasing everyone.

9. You’ll Always Be Learning

No matter how many events you run, something new pops up each time. The only way to get better is to keep doing, tweaking, and growing. Tina encourages anyone with “run a live event” on their dream list to take the plunge, get help when needed, and trust the process.

Hard? Yes. Worth it? Beyond measure. Live events forge the deepest connections, turn followers into friends, and solidify your place as a leader, mentor, or connector in your space. If you’re feeling the call to host, let Tina’s wisdom in this episode inspire you to step forward—prepared, intentional, and ready to create magic.