DeAnna Rogers 0:00
But the first thing I said to them is, is that I want you to be real. If this is your first event, be real with the numbers of what you tell people or how you bring people in. Like, I get so many times when people send me something, and they're like, Well, we're gonna have 5000 attendees. And it's my first event. And I'm like, That's adorable. You probably will not like, I mean, I know the space. I've been in it for 20 plus years. Yeah. Unless you are just really making headways in one of your businesses, and you can fulfill that way. That's probably not realistic, right. So to me, I would rather come in and say, I'm going to do 100 person event, I'm going to blow it out of the park and I'm going to be sold out. In the next year. We'll even make it bigger and better. But it's no make your expectations real. So one one for you. You deserve to have real you know, real numbers, real expectations. Your sponsors or speakers or attendees should have real numbers and real expectations.
Sarah Fejfar 0:59
How are entrepreneurs like us daring bravely to build a stage? Ditch the sweat pants and step up to the mic? How do we create our own transformative events? So we can get our message out into the world in a bigger way. It's not only profitable, but it's actually something we can be proud of. That's the question and the answers are inside this podcast. My name is Sarah Fejfar. Welcome to greenroom Central. A few months ago, I joined a coaching mastermind program and on two separate occasions broke into me and said, Oh my gosh, Sara, you have to meet this woman. And I didn't know who they were talking about. But I did some digging. And I quickly realized, oh my gosh, yes, I do. This is amazing. I can't believe I didn't know she existed. And so you get to witness that meeting right here on the show. So today, I brought into greenroom central studios. DeAnna Rogers. DeAnna is general manager of epic network owner and CEO of her own event company called evolve events group and managing partner of Rise Nation mastermind. She's been in the online coaching space for over 18 years. She's the author of three books, perfect protege conversation with heroes and zero to hero. She's had the privilege of helping with events from 20 in the room to over 6000 in the room, including helping produce the epic Traffic and Conversion summit for over a decade. She is also general manager of epic network where they team members how to acquire companies and consult for equity. And she's managing partner of Rise Nation mastermind with Roland Frasier, Ryan Deiss, and Daymond John, she's a mother of three boys and meanie to five grandchildren and resides just outside Austin, Texas. DeAnna, welcome to Green Room, central studios say hello to Linchpin Nation.
DeAnna Rogers 3:08
Hello Linchpin Nation. So glad to be here today.
Sarah Fejfar 3:11
I'm thrilled to have you DeAnna. I joined this mastermind a few months ago, and it was so interesting. I didn't I didn't know you at that time. And two of the members of this mastermind approached me separately and said, you have to meet this woman. She's amazing. I'm like, Oh, okay. It's I looked up who you were. And I was like, Oh, wow, yeah, they're right. I do need to meet this person. And then I, I started doing some more research. And I realized that we have so much in common. We're both parents, we both really strongly believe in family first, and we're both entrepreneurs with this massive passion for events and lake homes. And we love control, and we both are afraid of spiders and heights. Such I think, very funny. So I just thought this is gonna be so much fun today. I'm looking forward to it. Good. I thought we'd start by having you share a story. So this whole podcast is built on the belief that being in the room is everything. And about six and a half years ago now I stepped into my very first four day personal development seminar, and it totally changed my life. Within 11 months of being in that room. I had left my 16 year corporate career and started my own business. I had sold my home and moved my family from the Pacific from the Midwest to the Pacific Northwest. We'd been there our whole lives, paid off all the debt that I had been under for a decade and a half. I mean, it was a massive shift. And it was a result of being in that one room. And so my question for you is would you share a story of a room that you made it into that changed your life? Oh, wow.
DeAnna Rogers 4:58
Um, One story,
Sarah Fejfar 5:02
probably so many.
DeAnna Rogers 5:05
I mean, I think I even do it today. Like, I mean, I just came back from an event last week, which was called Epic board. And that is where other like minded members are out acquiring businesses and doing consulting for equity. And that's a passion of mine now is acquiring other event companies or other businesses and rolling them up or just getting equity, right and creating generational wealth for your kids and grandkids. And I think, you know, I leave there, and it's just the ether is so high, right? When you're at a live event, because you're, you're in the room, you're in the moment you're, you're breaking bread, you're going to lunches and dinners and receptions with people, you get to know them so much better than you do in a screen in a box on a zoom or on a phone call. And so, you know, I think, you know, I think every single event that I go to is worth, I mean, that's one reason why I'll go to an event if whether I participate or whether I put it on, like, it has to be worth my time. And I believe that, you know, getting in the room is so much more powerful, because you get to meet people, those connections are so widespread, like you may not see it mediately. But it could be two months down the road three months, or it could be a year or two down the road. And it's just all of a sudden, it's like, well, I was connected through here. And now let's do a deal together or let's let's run a business together. And now you're partners from something that you went to maybe even a year ago, right, but just planting those seeds, I just I truly believe that that's so important. And then the other thing is when you're at those events being present, like I try to make that very well known that like when I'm there, I'm present, I'm paying attention, and I'm in it to meet other people and make sure that I'm truly investing in myself in that time.
Sarah Fejfar 6:54
I love that. I think that's why I love to put myself in rooms is because as someone who's got a very active brain, with a lot going on, I do love the immersive effect, where it's allows me to just kind of put all the other stuff to the side and just be here now in such a powerful way. Right? Yeah. I know, you spent a lot of time producing events of all different sizes and interacting in this online coaching space specifically. And I am curious what leadership advice you would give someone who's either starting or scaling events in their business, like something where because you've seen so much where you wish that you could just like, it's either happens so much, and it causes like such great positive things, or it happens so often. And it has such a negative impact. I wonder what you would like wish you could scoop people up and like just like whisper in their ear and say like, Hey, you could just remember to do this thing. That was so great. Yeah, I
DeAnna Rogers 8:01
think it's being real, right? I say this over and over. I just partnered with another, another person on on a deal, right. And that was one of the first things I said to them was and it was a virtual Summit. And I'm very excited to partner with someone and come in and be a part of that, right. But the first thing I said to them is, is that I want you to be real. If this is your first event. Be real with the numbers of what you tell people or how you bring people in, like, I get so many times when people send me something and they're like, Well, we're gonna have 5000 attendees. And it's my first event. And I'm like, That's adorable. You probably will not like I mean, I know the space. I've been in it for 20 plus years. Yeah, unless you are just really making headways in one of your businesses and you can fulfill that way. That's probably not realistic, right. So to me, I would rather come in and say, I'm going to do 100 person event, I'm going to blow it out of the park and I'm going to be sold out. And the next year, we'll even make it bigger and better. But it's no make your expectations real. So one one for you. You deserve to have real you know, real numbers, real expectations. Your sponsors or speakers or attendees should have real numbers and real expectations. And I would so much rather know Hey, I'm starting out, Hey, my name is Sarah, I'm doing this event Hey, I'm DeAnna I'm doing this event. And our first year is we're kicking things off, it's gonna be 50 It's gonna be 100 It's gonna be 200 whatever that number is, and just be real and authentic with it and say, and I'd like you to participate and I'd like you to be a part of my inaugural event or in your excitement can change anything. It does. It's not the numbers, right? Because people know marketers. They kind of they juggle their numbers, let's just say, right? You're not always accurate. Whenever or someone says, Oh, I'm gonna have this many people make, I'm gonna probably cut that in half. And that's probably a real number and call it good. But if you came to me and said, Man, DeAnna I am, I'm putting on my first event, my first summit, and it's 100, probably 100. But I just want to get you in and you're real and authentic with me, that goes so much farther, and people are willing to invest, because they want to help you succeed, they want to see you do well on your first one. And they know you're not being You're not lying about your numbers, because 100 is a pretty decent number to think about, right? What are whatever number you throw out. So to me, it's being real, and having those expectations for you, for your company, for the people that you have speakers and sponsors, like that's so important, because the other thing is, is I've seen, people just fold their company, because they jump off the cliff too fast, right? They come out, like I'm gonna put on an event, and I'm gonna put on a 500 person event. And they go out because they get excited, and they go and get a hotel, and they lock themselves into this outrageous ridiculous amount of money for something that they probably shouldn't have done. Right, that had, it had been a little bit more reasonable, a little bit more attainable, let's say 100, you could have gotten the cost down a fifth of that probably negotiated a whole lot better, and made more financial sense for you and your company in your company, your employees are gonna thank you too, by the way, because now you're not stressing them that they have to fill a 500 person event when you need me, it's their first time out the gate. So I am just such a firm believer in coming out and just being real and authentic, and accepting it and then go, okay, sold out this year. Let's do another one. Let's Let's blow that one out of the park. And then there's so much more fun in doing it versus that feeling of I failed the first year when you didn't fail, you never failed by getting your first event done.
Sarah Fejfar 12:00
It's just maybe your expectations were wrong. Right. Yeah. Now, and I think that is hard because people have this vision of what it's going to be because they've been through a bunch of things. And they've kind of collected up but they like, this would be what mine would be like, and they have that vision. But it almost they it's hard to back into Wait, my the volume that I have. It's not realistic that I'm going to start there. I'm going to get there. But I have to start here. And it's it's hard to back out of the FOMO into the reality, I think
DeAnna Rogers 12:38
but yet it's okay to start somewhere. Everyone starts somewhere. So I think that's like, the thing is if you're starting somewhere, just be real with yourself, like, you know, okay, maybe I'm gonna do a boardroom event. And I told someone that yesterday, I said, you know, you're putting on your first event. I said, What do you really want out of it? And they were like, well, I'd really it's consulting, and they had clients that wanted to really sell coaching. And the ultimate goal wasn't to put on this event and have masses of people it was more to sell their coaching, right? And I said, Okay, so let's just think about this, your FOMO is you want to do an event, because you want to do what everyone else is doing. That's great. I love events, let's I'll do it. But would you be better doing it like a boardroom for 25 or 40 people, that intimacy is going to sell your coaching so much more, you're going to really enjoy it so much more. And then you've kind of set a ground for what you can do later. So throw your first one and kind of make it a little bit more manageable financially won't cost you that much at all, because it's just a boardroom at a hotel and do that and then sell your coaching because one, if your idea is to sell coaching, and it'd be one on one, what's better than to be more intimate when you do it when you sell it right? So, again, it doesn't really matter the size. I love events, I do them for 25 people, my largest one has been up to 10,000 It doesn't matter, right? But but be realistic with what you think you should and can do or what you could, or what is really within the grasp of financially for your first time out the gate. And it's okay to grow from there if you want to. But don't don't jump off too fast.
Sarah Fejfar 14:16
That's such wise counsel. And I hope people were listening take that to heart, because it does break my heart when people lose money. Or right. Yeah. And that's because it's so fun. It's so much fun. Yeah,
DeAnna Rogers 14:34
I mean, you just you know, why put pressure on yourself or something that should be so fun for you, and fun for the attendees. And you know what I've seen Sarah is that when someone goes into I just saw this recently someone goes into an event and they're stressed about the finances of that event. Yeah. And they're like they're worried about am I going to be able to pay the hotel bill or whatever. They go in and there's such a negative attitude. And you know, error about them that they're walking around, they're depressed, they're not feeling it, they're not energized. And so the event is definitely not the same impact that you would have had you not have had that stress. And you just go in and you just give it your all and you're like, this is fun, let's make this fun, that that like exuberance on to other people in the room, and they all want to be around you because they want your energy. And so now you just do more and more and more of those, that to me, is so much more valuable than then then trying to put on something and stress yourself out and not enjoy it. Because events you should love and enjoy that gets a patch, it should just come out of you and you should want to do it.
Sarah Fejfar 15:38
100% You know what, I've been producing events for 20 years, and one of my favorite moments is like what everyone's in the room. And you know, given the AV team, like the cue to like, roll the video or like, you know, start things and I get to stand in the back of the room. And like my heart definitely skips a beat where I just take it all in, like, I made this happen. You know, like, this is like, so exciting to see all of the work come to fruition. And I wonder what all right. It is it is yeah, it is. It is or I like to say to people who aren't in this space like it, but what are married, I'm like, Well, it's kind of like running event like running a wedding. But like every, like it's a three day wedding or three weddings in a row. But I wonder what's, what's your favorite moment at events you produce? Okay, well, I
DeAnna Rogers 16:30
will say it's truly that it because I always call it My Super Bowl, right? So it doesn't matter if it's a little event or a big event. It's your production, right? It's what you've created. It's your vision, and being able to just sit back when they you're like you're doing the congratulations. And that's a wrap. And you're you know, everyone's excited, they're clapping their hands, and you just kind of just look. And you're like, Wow, that was fun. Like that. That was fun. All those months of preparation, all those late nights, all those things of trying to struggle to get all the speakers in where they need to be. And you just look at and you're like, that was fun. And that is just to me such a joy, to be able to be a part of those, you know, events. And you just look back and you're like, let's do that again. Because sometimes you will beat sometimes let's be real, sometimes you go into it going, I'll never do this again, right? Like we know that happens. Everyone has those moments, you're lying. If you say you don't, but you do you get into it. And you're just like, this is your passion. This is what you love doing, you're like, let's do it again, ready to go again. So I think that's where my joy is, is just at the end, watching. Watching all of our employees wrap up, I guess maybe even at the end when we all have our team dinner, and you're just like, look what what you guys did look at you look at this team, look what you put on, look at the impact of of lives, you've changed by what you did. It could be the marketer, it could be the person helping with the food and beverage, it could be the person that stuffed the bags, they all had an impact. And they all you know, should be celebrated as a result of how that event ended. So I'm really big about that I just I love my team, my team is amazing. And I like sharing that with them.
Sarah Fejfar 18:08
I think that's like a sign of a pro team. Like it's a pro team move to have a dinner at the end because I actually watch quite closely the ins and outs on story like Instagram Stories, for example of people who are doing events, and I noticed who has time for a team meal beforehand and after hand afterwards. And I think it's a sign of experience and leadership when you are able to carve out that kind of time to take that moment integrate the winds and be present together and really celebrate that it's something really cool you get to do to like with your work family to put on something like that. And I I'm just I'm an audit.
DeAnna Rogers 18:58
And some people can't. And I've seen that like I've gone to events where like you're having to like close down you have till midnight to get out of an event ballroom. And so you can't. But you know, there's just there's, there's so many ways for you to do it. It could simply be after the event is over. And maybe you all have a zoom and you everyone does, Uber Eats and you pay for UberEATS. And you all just sit on the Zoom and you just wrap it up and you just celebrate the wins together, to me just coming together because that also can help too because people that maybe weren't at the event can participate. Right? And so just whatever it is that you do, I think making sure that you you recognize all the people and I mean, I mean truly recognize like your AV team. How many people truly at an event ever go up and just say thank you to the AV team, very seldom. And yet they work their tails off right? They really do they're they're the reason why your production is so well. It's the reason why your videos look so good. You know they make you look good. As the event planner because of their job, but yet very seldom do I see anyone go say thank you to them, or thank you to the hotel planner that helped kind of coordinate everything or to your staff that is stuffing those bags, and they're just tired. They've been up from 6am until midnight, you know, like, but making sure that you truly integrate them into the appreciation of that event wrap up however you do it is just to me very key because they, they deserve that. And that makes them more excited for the next one. And then also makes them want to be more invested in it right, they're willing to go above and beyond for you. And for that event, when they feel appreciated. It doesn't take much. Simply just showing your appreciation.
Sarah Fejfar 20:45
I'm 1,000%. Couple things come to mind there people support what they create, and then kind of enrolling people in your vision. And I. And then also, I think, what I was thinking as you were talking about the AV team and like recognition i i think it's under it's wildly underestimated how much of the success of your event is held in the hands of other team or others. Yeah.
DeAnna Rogers 21:10
I mean, I mean, I've, I've had, I mean, I'm not gonna lie, I had an event years ago, and it was a 1600 person event. And we had some very large name speakers that came. And there was like three different breakout rooms and the AV company was all set. And I mean, this AV company we'd use for years, love them, love them love them, but they had an employee that forgot to push the record button. Okay, y'all, y'all That's so like, like, you think you think that that can't happen? That can happen? Like like that, truly. Right? It's something there's that moment in your gut where you're like, No, you just lost the, you know, the speaker from Google or the speaker from here. You know, because they're human, right? But then what do you learn from that? You have backups to backups to backups, right? And so you learn like, so again, it sucks to have those kind of those moments, you definitely don't want those moments, but you learn from it. And it's, it's like things like this, where you get together and you share the good and the bad and the ugly, so that everyone doesn't ever make that mistake again. Because I would tell people all the time, make sure you have double backups on everyone that records in your rooms for live events like that, because guess what, they're human. They are human, as good as they are. And as amazing as they are. They've got human bodies behind that camera that might get distracted and forget to push that record button. Right. So like that such but then think on the other side of how amazing they are. Yeah, sometimes there's little mistakes, or yes, there's little problems. But how amazing that production, those lights, those cameras, the smoke, the mirrors, all the things that they do that can make your events so impactful. Because the people that are sitting in the chairs are like, Oh, wow, right. Like they're so excited by all the bells and whistles. And that happens from like your AV team and your other people that you hire. And they should be recognized. And they are such an extension of you, when you're putting on an event that it's so important. That one, you're constantly communicating with them constantly, making sure that you're in sync with what they're doing, and overly communicating with what you need done at all times. And then appreciating them again, every single day, I make a point to go by and tell my AV team, thank you for today. Thank you so much for today, because that's important. I want them to feel that I want them to know that they're not just sitting behind black screen, and they're not appreciated. Like we appreciate them.
Sarah Fejfar 23:47
What when you go into a setting like that, when you're starting the planning with a client, how do you how do you talk about the feeling that you want people to have? Because it seems like you have a very clear vision for the feeling that you want the team to have? I'm guessing you also have thoughts around how the host should be feeling and how the guests should feel? Oh, yeah, tell me more about that.
DeAnna Rogers 24:15
I guess. Um, well, when I go into it, I'm very different. I'm a very, very, I'm a hugger. I'm from Texas, I hug people I'm very friendly. Like, I mean, that's just my personality, I kind of come sometimes can go over the top. So I have to remind myself sometimes, you know, but I'm very I'm in general, I'm a very affectionate person. And that comes off because it's from my heart. It's like, I want that person to succeed in their event. I want the members to have a good customer journey. I want my staff to be recognized like, that is where from my heart. That's where I find joy. It's kind of like, um, my dad always festers at me at Christmas time because he says, you know, you make us feel bad when you buy us all these gifts. And I go yes, but Dad That's my joy, my joy is gift giving. So when I'm at an event, my joy is making sure that the staff is appreciated that the members have a great customer journey throughout the whole process, whether it's from the emails starting to get them to the event to the hotel, links to on site registration to day one show up to the sponsor journey to the speaker journey, like those are all different journeys, different paths, but they're so important. And so many times we don't pay attention to those, we'll forget about the sponsors a will take their money, but we forget about how important they are. We forget about how important the speakers are. And yet we should be overly communicating with them to get all their stuff and make sure that they know the journey of the show. They know what they should be delivering to the members or what they can and cannot do, right. And so I just look at everything as a journey, like so if I'm a speaker, how do I want to be treated? If I'm a sponsor? How do I want to be treated? If I'm the attendee sitting in the room, how do I want to be treated? Like how, and so you know that and that comes from my heart. And I truly believe that event planners, or anyone that runs events, you don't have to be an event planner, I run an I own an event company. So I'm blessed. I've done this for a long time. But I've, I've moved into different paths now where I've acquired businesses, but my event background follows me. And I'm grateful for that. And so I tell anyone that's listening. Take that and use that. Because you want to have that heart and that passion for the customer journey. And for your event, whether it's virtual live, whatever it is, you want them to really feel welcome empowered and fulfilled when they leave your event. And you are this year, the reason for that. So you want to make sure that you look at all those avenues, because a perfect event is never perfect. But it is really an amazing event when you've tied everything back together. And no one knows that it wasn't important that it was imperfect that they they think it's perfect, right? So you just got to you got to create that perfect experience, even though it's not going to always be happening. But that never will be. It will never be perfect. It never will. But if you know that and you're okay with that, then go into just knowing I want to create the best imperfect solution for everyone. So they think it's perfect.
Sarah Fejfar 27:30
Exactly. 1,000%. You mentioned how you're taking lessons from the the event planning space and carrying it with you into your new passions for acquisitions. Tell me how that is playing out in your new space that you're working in?
DeAnna Rogers 27:54
Yeah, I mean, we're, you know, we acquire businesses. That's one of the things that we're doing. And so like, whether it's a mastermind, which then has events, right, it ties back to it, whether it is I'm looking at a company right now that's in the bookkeeping space. You know, you wouldn't think there'd be an event tied to it. But there is I'm going to make an event happen with that like, right, like, we're gonna have an annual event that happens with that. And by gosh, we're gonna create that. So like, just enjoying what I've loved for 20 years, and be able to add that element to these different acquisitions that we're coming into. And we're playing in their sandbox now. And I'm like, okay, so you're an agency, your immediate agency, and they want us to be part of their will be acquiring about 20% of this media agency. Guess what, let's have an event. Let's have an event for other agency owners. Let's do that. Like, like, sir, it's really fun. Because it's not just this business. It's not just this box, like there's so many things you can do with it. And it could be a virtual event, it can be a live event, it can be creating a mastermind, where you're helping them grow and scale their business, right. But all those things tie back to event space, because that's where I learned and that was, that's kind of where my home has been for so long. So no matter what I touch now, I always try to figure out how can I do that? How can we tie that back? Like, how can we, you know, create a book launch and a live event? And how can we create a podcast? And how can we do this? And like, How can all these things happen with that business? It's not just a business. It's so much more than that. And so that's the fun part is just being able to bring that element into it.
Sarah Fejfar 29:24
Where where is the spark of joy in acquisitions for you? Is it the bringing the bigger vision to them and seeing them light up? Or what is it about acquisitions that's bringing you so much joy right now?
DeAnna Rogers 29:40
I think it's just because sometimes they don't think they don't, I can bring something to the table that they didn't think of, and we can create additional revenue streams that they didn't think of. Right? And that's fun. It's like Alright, let's do this. Let's create this. So you know, if I was a partner in your business, what could we do? Do you hear? And so we look at it and maybe they're just doing this this business in a box, right? But then we look at it and go, Okay, let's let's do bookkeeping, for example, bookkeeping, you got bookkeepers, and you're teaching people how to do bookkeepers, which is great, great business, love the business. But could you do so much more? Could you create consulting for other bookkeepers? Can you create an event? Where bookkeepers can get together and share strategies and network together? There's the event, right? Could you create a mastermind on it? Yes, you can. Should you be creating a podcast and a newsletter and a book? Which is your hook to get more people in? Like, can you do that? I think so many people just think I've got this business. And that's all they know. And when you look at it, and you're like, No, no, there's so much more than just that. And you can just bring so many more elements to it and go, but this is how I do that. The way I do that is I come in as a partner, and I'll help you grow and scale your business. And we'll do this together. And then that's more fun, because they're like, Wow, I never even thought of that. And you're like, I know, now let's do that together. Right? That's the fun. That's the fun piece is when you're like, I never thought of that. I'm like, I know. So now let's do it together. And now Now you've created this synergy, this partnership, where they do what they do we call it you know, their, their genius, right? They're doing their genius, and I'm doing my genius and you put them together. And now you've created such an opportunity for more, you know, more more revenue and wealth for you. So I don't know, I just I love I love the game, I guess.
Sarah Fejfar 31:32
Yeah, I can hear it in your voice. And I'm wondering about the money piece of it. And I'm curious about what has building wealth afforded you in other areas of life, not just like the money part of it, like, yes, their bank account has like dollar signs in it. But it's what is the the acquisitions in the building of your event business? And over time, what is that afforded you and other areas of your life?
DeAnna Rogers 32:01
I think it's making making me a more well rounded person. You know, I never knew anything about bookkeeping, I never knew anything about media. I never knew anything about any of these other spaces. And now I'm really diving in and learning more about different businesses, because now I'm in a part of it, right. And so I think there's just so much more, you just feel more well rounded, like you're learning things that you didn't think you would need to know, right. But now you do. And it's actually really fun. And so I don't need to be the genius in that level. But knowing about that, and being able to understand it and be able to add my piece to it, you just naturally learn. And so I really liked that I liked feeling like I'm getting more well rounded every single day. That's
Sarah Fejfar 32:43
beautiful. Yeah, I, I do, I had this weird thing where I just didn't think I was a learner. And, you know, I just didn't think I was a book reader. Because I was nothing I was ever given in school or in college. Like just it didn't resonate with me. And then I decided I didn't want to keep going on to law school or other further education after college and stuff. Like I just didn't, it wasn't fun for me. And then I met entrepreneurship and audible and personal development all at the same time. And at age 36, which is so feels so late in life. And I just, I'm 43 now I just I haven't stopped since I can't stop learning now. And I feels amazing. And I love that you're saying that that is an element of wealth for you is that being like a well rounded person. And I would agree, I just never thought about that way.
DeAnna Rogers 33:35
Well, and I also the other the other piece that is too is that, you know, we're bringing our kids into that I have three adult children. And so my kids are 3129 and 27. My 31 year old is in our business, my 27 year old is in my husband's business, and then we're looking to acquire other businesses where we can include our children even more. So there is such a joy. I mean, my son runs the event company, my 31 year old son, we handed that to him a couple years ago and said, Here's your you know, here's his business, this is your future. So take it and he's been running it and he's he does a great job. And that gives him an opportunity to grow. And then as we look at acquiring other businesses, it's how do we incorporate our children into that because now we're creating generational wealth, where they have a path and you know, our kids my oldest especially loves acquisitions now and that's not something that had you have asked him five years ago, he never would have loved that right? But now he does now he's looking like yesterday, he was like, Hey, Mom, I found this 18 Bay auto shop was by like, Okay, so let's buy it at bay auto shop. All right. You know, don't know anything about autos, but okay, um, but if it makes money Sure. And so it's funny because now they're in that headspace now too, and they're thinking it's such a different level. So it's not just you it is it impacts your family. It impacts your everyone around you, your friends, your colleagues, people that probably never would have thought that way. Now think that way. Because of you, and I think that's really powerful, because now you can share that with others. Yeah.
Sarah Fejfar 35:04
And I love what you said there. It's like you didn't, you didn't give them money. But you by living this out, you're giving them an example to see that it's possible. Yeah, that's so beautiful. Oh on a follow in that family vein for a moment. So ever since becoming an entrepreneur, it's made me think differently about raising my daughter and the lessons that I want to impart on her. And I think a lot about self awareness. And self compassion is something that I want to make sure that I teach her is not something that I picked up, I want to teach her about how to generate wealth outside of the traditional nine to five because I wasn't exposed to that, and then also how to grow it. And I know your children are grown, as you just said, but I wonder along the way, and even now, what lessons have you worked really hard to impart on them? And maybe even with your grandkids? Now, what are you starting to think about? That you want to make sure that you're helping contribute to their learning in this particular vein? Um,
DeAnna Rogers 36:15
well, I mean, we, we actually, we teach Roland Frasier as one of my partners, and I work with him. And he teaches on acquisition. So one of the first things I did is I gave my kids recordings of everything that Roland does, and I'm like, if you want to learn this business, you need to listen to him. And so my oldest son was just like, instantly, like, was like watching every video that he could, and he ate it up. And the other thing is, you know, anytime I go somewhere where I think it could benefit them, I try to take them like my oldest son, I try to take him to events, if I can, that's, that's really important. For him to be exposed to people that will make him want to be better that will make him want to grow further than where he's currently at. And so that's really important. And the other thing is, like my Even my grandkids, like if there's events that we have, like locally, where they can come and do reg and they'll, they'll stuff bags, I'll let them stuff bags, I'll let them put named cat, you know, name badges, or something like like, just the little things like, hey, you know, you want to come in earn $50 or something, just so that they're understanding the concept of $1. And they're having to work for it. Yes, that's really important. And then them also seen, like, because I think the other thing is, is when you're in the event space, you're, you're like, for me, I'm on the road a lot. And so I am away from my family a lot. And sometimes they don't understand why. And then when they go to an event, and they see the work behind it, and they see what you're doing. They're like, Ah, I get it, like I get it, Mom, now I see why you can't call because you didn't get to your hotel room until midnight. Like, you know what I mean? So it's little things for them to undertake. And it's just, and then they appreciate you more, right? Because they understand. So I think including your family, including friends, including, you know, especially your kids or grandkids into your life and letting them have a piece or part of that and will really help them and you're given them something that that is truly generational wealth, whether it's money or just the knowledge, it's it's helping them grow.
Sarah Fejfar 38:08
Oh, that's, that's wonderful that you can include them in that way i That's something I think about a lot is that when my daughter is old enough, I want to put her in the rooms that changed my life as early as possible. My first the first event I went to was a Brendon Burchard, four day personal development seminar. And I just look at go what is the youngest age, I can start bringing ringer to something like that. And more. I've now expanded to so many different mentors in the entrepreneurial and, and personal development space. And I'm excited to expose her to being in the room at a younger age than me and having her listen to the books when we're driving. And she's maybe not like totally getting yet. But that that's important to me, because I just I wonder, like, you know, you think about tapping, like the rim of our potential. And what did I can't go back that I didn't get exposed. It was above the fold front page news to me that there were rooms that people paid to go in. And they wanted to be there and they pay with their own money because I didn't know that until 36. Before that I thought the only rooms were ones that people didn't want to be in and people paid for them to be there and they didn't want to be there like it was corporate. And so it's just I wonder how much more potential our children will have because of the gifts that we're
DeAnna Rogers 39:39
able to. And I think so like, like, my granddaughter is so funny. She she's been she's been very blessed to be exposed to some of the people that we worked with. And like your example Daymond John is one of our business partners in one of our companies. And so she's she's met Daymond before and Damon has a book that he had wrote with his daughter, right and so we had I ordered these books from Damon and had them delivered to her school library. And so her her entire class got Daymond John's books and she was able to say I know him because, you know, this was book was about his daughter. And what's funny was when we put those books in her school library was she has now a relationship because she's like, I know that guy on the book, right? Like, I know who Daymond John is, right. And now it's funny, because now she's writing her own book. And she's like, and she's 10. She's 10. And she's like, I want to write a book. And I want it to be on Amazon, Mimi, and I want it to be in my school library. And I want it to be just like Daymond, John's daughter. And so like, she's understanding that and so she started writing chapters, my son is helping her write a book. And she never would have done that at the age of 10. Right, without seeing people that she really respects in a space like Daymond, John, and say, Okay, I can do that, too. And now her, she's like, she doesn't, she's her biggest thing is not just writing the book, she wants the book in her library and on Amazon, like a 10 year old, right? Because they're exposed to that. So be, you know, being able to expose your little ones to that opportunity is much more than what you think. And they actually get really excited, because to them, they see that person in real life than they see him on a book, and they see him in their school library. And that's so cool to them that I know that person. And so there's a joy there to have been able to give that to your children and grandchildren and being able to let them experience meeting, meeting really fun people in the space that they may not be able to normally.
Sarah Fejfar 41:29
Yeah, and that ties back to what you said about wealth and being well rounded as just because of you put in the work to become a well rounded individual, you're exposed to more and then you can be able to expose your children tomorrow. I just, I just there's so much I still don't know. But I that I didn't know was a possibility or was even a thing until so late in life that. Yeah, that excitement. And it excites me that she's at that age where this stuff starts to sink in. And, and we can allow them to take who they are and take what we've exposed to them and kind of make their path. I wonder. It sounds like you're living kind of your best life. And I wonder I heard this, I heard you talking in a different podcast about your battle with cancer that you won a decade and a half ago, and that the clarity that you came out of from that on who you wanted to align yourself with and the type of businesses that you wanted to be working on? And it made me think about how how does that inform your choices, even today, of what success looks like and kind of keeping that lighthouse for you so that you're staying in this vein of of joy in in the work that you do?
DeAnna Rogers 42:54
Well, I mean, I think it just makes you realize that you're not promised tomorrow, right? You're not You're not promised, what's that you just have to take the moment in, you know, I was very blessed that that I beat my my cancer battle. And I remember when I was going through it all I ever prayed prayed was like, I just want to get to my kids are 18 That's it, then you can do whatever you want with me, just let me get to one, my kids are 18. And obviously, my kids are much older now. And so I feel very blessed. But you know, my, my husband's had health issues, and I've had health issues. And I just know like this one of those things like you aren't promised tomorrow, but what I want to promise you is that I'm going to make the most out of today. So whatever it is, and whatever comes our way, we'll figure it out. And we'll get past it and we'll charge on and I'm hoping that I make a memory every single day with you that you remember when I am gone. That is a positive memory. Like I'm hoping that that's what you remember, the best of me or of the things that me and my husband do with our grandbabies or like that's the stuff that's really important to us is that we're leaving that legacy for them. And so that's kind of where we always look is it's not so much the money as much as just what are we leaving them in, you know, not financially, but leaving them with memories, leaving them with things that will benefit them when we're gone. And figuring out like, you know, is it is it teaching them things that will help them later that I can teach them now and if I'm not here in tomorrow, that it's made an impact in their lives. So what is that you know, and then being very truthful and honest with them and going along the way is just really important that that we're setting them up for success. So yeah, that's just I've just, I don't take anything for granted at all. And I'm just like, Okay, well, bad stuff happens, but let's just get through it and let's figure out how to overcome it. It's just another rock that you throw in your path and you step on it and walk on it and let's go on past it. You know, I
Sarah Fejfar 44:54
love the word you use of making memories and I think in the event space, I do think It's just who I am that I value experiences over things. And so I found that I find it really important as a family to do to create magical memories together. I just think like, Okay, today, it's gonna be adventure day. Like, let's let's go. And for us, it's it's being outdoors. We're in the Pacific Northwest, we have lots of choices. What? How do you what lens do you put on? When you're thinking like, Yeah, I do want to make some I want to be really intentional and make some memories as a family. What's your go to?
DeAnna Rogers 45:34
What's my go to?
Sarah Fejfar 45:35
So yeah, like, Well, I for us, it's going and doing adventures in the Pacific Northwest. I'm wondering, how do you like to, like, intentionally craft memories as a family?
DeAnna Rogers 45:48
Well, I mean, we have my husband, I have a lake house. So we, when we're home, we try to go to the lake house, which we're here now. And so we'll try to spend time and have the kids come up in the grandkids and spend time with us there. Also, if there's really fun places that our events lead us to, there have like, we went to Costa Rica, and did an event there for several years. And so we brought our families down and said, while we're putting on the event, you guys can go play and in the evenings, we have dinners together. So my granddaughter got to experience monkeys in Costa Rica, because she was so excited about that, you know, and you know, like, this summer, we're doing an event in Orlando. So guess what the entire family's going to Orlando, we're doing Disney World and universal for a couple of days after the event. So they get to also benefit from, from where we go and what we do. But um, and that's important again, if anything, you know, hopefully, you know, one day when they're adults, and they have their own kids, they'll think back of the time that Mimi and grandpa took them to Disney World, you know, when they weren't working in Orlando, but yet they took the time out to take them to Disney World. So that to me, that's important is not just leaving them money, but like leaving them with a memory of we took them to Disney World and played for a couple days. And that was important to them.
Sarah Fejfar 46:58
Will there be matching T shirts?
DeAnna Rogers 47:01
Oh, they're already ordered. You're already done. Family. My son is not a happy person about it. He's like, Mom, seriously, we should have had a family vote on that. Like, oh, no, there's no family vote. Your family.
Sarah Fejfar 47:15
Oh, my goodness, I love it. Disney is a happy place for me. I totally love it. Love every chance. And I've done that a lot with my daughter, we've we've pre or post extended and gone to Disney World or land. And I love that being able to have created those memories. And yeah, such a special place. I wonder, I have this practice in our family where we every at the end of every day, we kind of each share three wins from the day and forecast our wins for the next day. And that's a way of kind of at a very small level celebrating what we do, and what we've accomplished. And I wonder how do you celebrate wins, like ordering T shirts, or Disney and you know, taking your kids places? What? What is it for you?
DeAnna Rogers 48:13
Um, I mean, we do we do different things based on each kid because each kid is got families and there's different so we kind of celebrate a little bit differently. But, um, I guess it just depends, um, there's been many times that we'll take the grandkids individually and go do stuff with them when we're celebrating them. Versus if it's something that our family is celebrating all together, then we make sure the entire family can participate, whether it's a trip, whether it's just coming to the lake house for a couple days, and just spending time on the water together. So we do that kind of thing. You know, the one thing that I'm I will we don't end our day on this because our kids are kind of spread and we see the grandkids but like for whenever I see them, I'll always say like, like, like last weekend was my grandson's little play at his school. And I'll just say, What's one thing that you just think you blew it out of the park? He did great. What's one thing you want to improve on? And I always say that because there's always room for improvement. This is funny, because they'll think that through and they'll be like, wait, what do you mean, I have to improve? I'm like, No, I always think about that in my day. Like, what's one thing I did great today, and what's one thing I can improve on and do better tomorrow. And it might be something as simple as maybe today, I was grumpy. You're on my calls with my team. And maybe I just need to be a little more positive. Or maybe I didn't recognize somebody said something. I didn't pull that out and call them out and say, How can we help you with that? I recognize you after I got off the call, but I didn't do it while I was on. Like, you know what you think about it later. Like how could I have made that better? And so I do try to tell the kids that too. It's like, So what's one thing that you did great. And what's one thing that you can do better? And it's funny because sometimes they'll think about like, Oh, I did everything great, you know, and at nine they think they're great, you know, okay, but what's one thing? What's one thing that you could do better tomorrow? And then they're like, oh, yeah, you know, and I'm like, just think of it that way you think Give it like, it's it's room for improvement, there's nothing bad about it, it's just what's one area that tomorrow, you're gonna wake up and be like, I'm gonna try this again, let me try it. And let's do it all over. And, again, for me, it could just simply be I need to pay, like, I noticed the other day on a call, so simple when my team is on a call, and you've got, you know, 11 windows up, and they're all talking about something and one person made a comment. And I, it just got passed by and somebody else started talking. And then you realize that person may be having a bad day. And let's go back to that person. How can we help you? You're having a bad day, like, how can we, and then after I got called, then I felt bad all day that I didn't say something like, you know, so the next day, let's address that, let's get that person to make sure that they're okay. Because there could be an underlying reason that's going to affect their business or affect their work that day, or, you know, and so I always just try to tell, you know, myself and the kids and everyone, like, you know, what could you do better on and it's okay, you know, if it's nothing very big, or if it is something big, I
Sarah Fejfar 51:00
get the sense from you as underlying, like, extremely driven, and also very hardworking, and also the sense that, like, there's nothing that isn't possible. And I wonder, where does that like, I'm just gonna keep going, no matter what come from.
DeAnna Rogers 51:19
I don't, you know, my husband and I are both very competitive, very competitive. And so like, if he does something one day, and then I'll say, Oh, well, I did that. And he's like, Oh, I gotta do better. And so we're very, very competitive in our household. That's just our nature. So I don't I don't know, I like having results. And whatever I give that as my result of like, this is what I want to attain, whether it's a financial attainment, whether it's, I want to do this for my team, or I want to do that, like whatever that is, I want to hit it. And I don't like failure. I don't like not hitting a mark, like, at all like that bothers me. And so you know, if there's an event and there's hiccups, I don't like that. So what can we do to fix it? What What can we figure out to make that be a win, right? And so I'm turning it around to where I'm always hitting those goals. And I'm big, I'm a big sticky note person, like I have sticky notes everywhere. So like, I posted notes, I should be a post it note person, like, like, I could represent their brand, you know, it but I like to be able to take that sticky note and be done with it for the day. And like, accomplish something like here, throw it away. Right? Like, to me that's important, or like, put the sticky note on your mirror so that your remind you to do this, or put it on your desk and remind you to do that, because I don't want to forget, and I want to get it done. I want to throw that away and say I accomplished and I like accomplishing things. And so it can be big or small. And so I think that just that competitive nature in me. It's just, it's just who I am. And I try really hard to make our team that way to like, just be competitive, let's make a competition out of it. Who's gonna do what today like, you know, and so trying to kind of let them think that way too. And so that and I tell them, like, go by post it notes. It's your favorite friend, you throw them away every day. Like, you know, if they do like, several my team members, they've started doing it, it makes a difference because you're like, Wow, this feels good. I accomplished it, and I threw it away, you know, there's such
Sarah Fejfar 53:15
a dopamine hit, and being able to toss a post it note that you've got a task added that
DeAnna Rogers 53:24
it's totally it's worth it, go invest in post.
Sarah Fejfar 53:30
I, I have this belief that we you know, we just have to design our own curriculum, I value lifelong learning so much and because I subscribed the school of thought that we have to design our curriculum with intention. I, I'm such a nerd, like I have a card in front of me at all times, not a post it but it's a no card that has like what I've detailed out that I'm going to learn next so that I don't get shiny object syndrome and go read something that you know, I've intended to read this next book. And I wonder, what are you currently reading? And why did you pick that book? And what's one thing you learned?
DeAnna Rogers 54:16
Well, I'm currently reading this book consulting for equity. Right here. As with Roland Frasier, yeah. Yeah, so I've actually been reading that all week long. And so because you know, that's, that's her passion is doing consulting for equity. So, um, so yeah, that at the moment as of today, that is the book I'm reading. So and you're doing that because this is your your passion right now is consulting for equity. That's what you're kind of got your radar out for. And
Sarah Fejfar 54:46
so what's what's something you learned in that book this week that you're jazzed about?
DeAnna Rogers 54:51
Oh, you know, it's funny. How, don't fall in love with the deal. It'll be okay to walk away because it will come back. I think that's really important. So I fell in love with everything. I'm like, Oh, I fell in love with the deal, you know, and it's okay for it to not happen and you can walk away. And then you never know it could come back. So it probably comes back better than what you thought. So Roland always says Don't, don't fall in love with the deal. And that's always been my problem is I do fall in love with deals, and I fall in love with the idea or the concept of it, and I want to do it, and I'll figure out a way to make it happen. And sometimes you just got to walk away, it's okay to walk away. It
Sarah Fejfar 55:36
reminds me of my husband saying like, that I'm not allowed to know that the names of the pink colors, when we're like, designing a house, that I just fall in love with the name. And I just like, I can't detach, I'm like, oh, but it sounds so good. We have to pick that one. And I am I'm sensing that. Is it the people? Or is it what the vision of where you could go with the deal? What what is it that you're exposed?
DeAnna Rogers 56:07
Or it's every deal so different? It could just really it depends. I mean, there's, there's people that bring me a deal. And we're friends. And so you want to do it because you're friends. And then there's deals where you're just like, Man, I can see so much potential in this, I just gotta make it work. But then the numbers don't work or it's gonna take up too much of your time. So it's not really a quality fit for your lifestyle. So sometimes you're still trying to put that square in a circular hole, like a round hole. It's like, no, stop doing that. Don't Don't try to fit it. It will naturally fit if it's meant to be or you walk away, right? So just knowing that it's okay to walk away and roll and reiterate sounds like it's okay to walk away like that's okay. And so I think that's a big aha. Yeah.
Sarah Fejfar 56:54
When I first started out in business, I did a short stint in network marketing and I had a post it I had a post it I'd post it up and I had written on it right time right order right reason and it really helped me then but it still helps me now that saying that I just have to remember yep right time right order right reason like I stopped feeling like this is the right only best way there. There's it will come Yeah, like you said it will come back around if it's meant to be. Yeah, and perhaps even better. Yep. DeAnna as we wrap up here, I would love to know what have you got going on right now that we should know about? And where can Linchpin Nation find you?
DeAnna Rogers 57:46
Oh, man Linchpin Nation, you can hunt me down I am. I am on Facebook. I'm on LinkedIn. You can also find me at Epic network.com. That's one of our companies that I work with, with Roland Frasier. I also have an events company called evolve events. So you can go to evolve events group.com as well. But yeah, you can find me anywhere. I love networking. I one thing is I love knowing people. I truly believe that there's a power in knowing other people to where you never know. You never know who you don't know, right until you so for example, what if I met you? And I'm like, Oh, now someone needs to know Sarah I you know, in a year's time I can introduce Sarah right so to me it's all just making those connections and and knowing knowing people in the industry what they do and how you can connect and I don't know I just I love It's like a puzzle piece for me. So are you in love connection?
Sarah Fejfar 58:40
Is that I love that you're one of your I know where which personality thing that is but I am yeah, I am a connector. I love connecting people. And I wonder if that like you're doing events has been like that alive embodiment of in your work of being a connector because probably, you're probably you probably got me out of a lot of jobs too. Because I will start connecting people with like speakers and all the different people and they're like, Well,
DeAnna Rogers 59:09
I don't need your event company now. Like so, sometimes it can be a downfall because I just like, I just want to give like, you know, oh, let me give you I know, like 10 speakers. Let me connect you which and I keep forgetting like that's that's what I do. That's what I charge. But I just naturally just love to, you know, because it's just what we do. We love we love connecting with other people. Yeah, yeah, I've done that so many times where like they don't I don't need your event services now. You know? I'm like, well, that's okay. It comes around.
Sarah Fejfar 59:44
Yeah, this has been such a joy. Thank you for being here today.
DeAnna Rogers 59:48
Thank you for having me, Sarah.
Sarah Fejfar 59:50
Thank you for listening to the greenroom central podcast. If you love this episode, then please take a screenshot on your phone and post it to Instagram and be sure to tag at Sarah Fejfar and let me know why you liked it and what you'd like to hear, or who you'd like to hear from in the future. That'll help me know what to create for you. Also, if scaling events in your business sounds like something you want to tackle this year and you need a coach, let's connect to see if one on one coaching is for you just go to greenroom central.com. You and I can work together one on one throughout the course of the year and dive deep into the inner workings of your events in business, who receive mentorship, personalized feedback, and customized guidance to define your goals and achieve your next level of success. Just go to greenroom central.com right now to apply. I appreciate your commitment to leveling up and learning the mindset and strategy of live events. Keep going, keep learning. If you want more, head over to green room central.com For show notes and all the links from today's episode.
Transcribed by https://otter.ai