Many times, the people that work behind the scenes making the scene rarely get recognized for their work. SociaLifeChicago will spotlight the amazing people that make you, your organization and your event look great.
Justin Jacobson is CEO & President of Platinum Strategic Marketing and Events
What entails Event producing?
It’s the inception of whatever our client is looking to create whether it’s a product launch, charity gala, political campaign or even wedding or birthday.
How did you get started?
I started producing events in Miami as the nightclub scene began blowing up. I wanted to do really creative events and create something unique and different but unfortunately the expense came out of pocket to make it happen. In ’05/’06 i had the opportunity to buy out an existing company that owned the lighting/staging/sound equipment and I was able to acquire these equipments and wouldn’t have a need to purchase them anymore.
Did you grow up in Chicago?
Yes I grew up in Northbrook
Was event producing something you always wanted to do?
I actually went to school and majored in Film/Theater, interned at Dreamworks and wanted to become an agent at ICM but as John Lennon said “Life is what happens to you while you’re busy making other plans.” My event company kept growing and so I followed that path and I realized I had something special there. My film and theatre background has proven helpful and comes into play to set my company apart from others in my industry because I treat each event like a production. There’s a theatrical flair/element to each event that I do so it’s not like you’re going to just another party. We want to blow our clients away!
You were named BizBash event producer of the year, how has that helped your company?
It’s absolutely helped with brand awareness, but really it’s helped establish Platinum Events as a serious contender in the industry because some of the people that were nominated have been industry leaders for many years. It was really nice to get that national recognition from an industry trusted source like BizBash. Winning that award was a huge accolade for us.
What factored into you purchasing the company in Chicago when you were still in Miami?
I looked at it from an accessibility standpoint. Being in Florida didn’t really position us in a central location to be accessible to all clients in different parts of the country. By making the move to Chicago, we now have a 5000 sq. ft warehouse facility where all our equipment is housed. Within a day or two notice we can be in New York or L.A for a client. This past January, we were able to produce the USA Olympic Team Runners Qualifying event For Brooks Running Shoes in Houston Texas while producing a week-long event at the MGM Grand in Las Vegas!
You are about to launch the Bang & Olufsen B&O PLAY nationwide roll out, tell us a bit about that?
Well I can’t tell you too much as it is a private event, but Platinum Strategic Marketing and Events will be producing the nationwide launch of B&O PLAY which will kickoff here in Chicago and then hits NYC, San Francisco and Miami. Securing this partnership didn’t happen overnight but we have established our reputation by working with high profile brand names in the past. We have also just been hired to produce the JP Morgan Chase bank awards ceremony, as well as the upcoming Special Olympics Charity Gala
What are some challenges that you face as a young business owner?
As a young business owner you are viewed as the new kid on the block. It’s a constant struggle to make sure potential clients see what we can do how we can do better than our competitors. During the recession I was able to expand and exceed my business. We capitalized on every opportunity presented. Being young though has its advantage as my hunger, drive, and determination is unrivaled. I don’t want to replicate something that I’ve already done and always like to keep it fresh for a client.
“If you look at an obstacle as a brick wall, all you’re going to do is stare at a wall. If you look at an obstacle as an opportunity to go around, you’ll find a way to get around.”
In a situation where you might not 100% agree with a clients concept how do you steer them to a more cohesive vision and giving them confidence to trust it will execute?
The one thing I’ll never do is tell a client it’s not a good idea. If it’s lights and sparklers the client wants, then we will work to give them fireworks. We will incorporate the client’s idea and concept and take their vision to soaring new heights!.
How do you keep on top of your industry and keep things fresh?
This industry is always changing even within the last year especially with technology. I am always learning and incorporating new technology and social media into what we do.
“From inception to finish it has to be done right every step of the way”
What role has relationships played in your business?
In this business it is all about relationships. I can’t stress enough how important being polite to people are. You always have to look at every relationship as a potential partner. You never know, the person you met yesterday might be calling you for business tomorrow.
I’m a firm believer in aura. You always want to associate yourself with people that give off good positive vibes.
If you weren’t in this industry what other career would you consider?
A Kung-Fu Master
What direction do you see the Chicago scene moving in?
I see the Chicago event scene expanding. Though we are not in everyone’s ear right now we are getting there quickly. We are one of the top recognizable cities in the world.
What is a typical day like?
A typical day usually begins with a morning workout, then head straight to the office handling calls and emails. Sometimes I will have the opportunity to have lunch with my mom.
Then meetings with our tech department going over what is on the agenda and what equipments we need for an upcoming event. If we have an upcoming event with a lighting scheme, we begin the process in our warehouse to test out all the kinks so we are able to execute it once we get to the venue.
On an event day setup might range from 2 hours to 18 hours. We always have staff on site at every event and once it’s over we breakdown and take it all back to the warehouse.
What do you do you like to do to unwind?
Outside of work, in my personal life I am truly really private person. I like to enjoy a nice dinner or night out with my beautiful girlfriend Shannon.During the week you can find me at either Sunda or RPM Italian but Sunday nights are reserved for Chinatown and a movie.
Everyone always assumes that I’m always on even on days we’re not producing events, but I enjoy having time to myself.
What advice has someone given to you that has helped you on your path?
Both of my parents and my brother are amazing and supportive! I come from a long line of entrepreneurs including my father and when the opportunity to buy the company presented itself my dad said to me, “there are two types of people in this world; If you’re on a piece of land and there is water dividing the land, One person will contemplate and overthink jumping across and swimming to the other side, while the other person has already jumped in the water… Justin get wet!”
Having a business is hard and not its easy but if you remain focused, put your efforts into it, you will reap the benefits. You can get as much advice as your ears can take but no one can give you the motivation, it’s the fire within you.
“You can’t think your going to succeed,You must KNOW you you’re going to succeed”
What advice can you give?
Be honest with yourself and be honest with people around you. If you are doing something you are passionate about you must eat, breathe, sleep it. No one is going to hand you success. I feel the problem with most people is that they think success should be given or granted to them. You have to work on your business and always think of ways to broaden your audience. It takes constant perseverance. If in your heart you know this is your path, stay positive, stay focused, and never lose sight of why you’re an entrepreneur.
