The Why Behind the Brand: The (Unlikely) Story of Ashlee Nelson Curated Events

From Metrics to Magic

Nobody wakes up one morning and thinks, "You know what the world really needs? Another event planner!" Especially not me. My corporate career was thriving and I was deep in the trenches working for a sales training company – the kind of place where "intense," "high-performance," and "blazingly fast-paced" are understatements.

And I loved it.

My title, Director of Events and Client Success, included a freakishly wide-ranging portfolio that basically included "everything but the kitchen sink." I was the Event Director for everything from intimate team gatherings to major conferences, while also managing all our clients, training deliverables, company calendars, budgets, and all the things.

My days were a glorious blur of Zoom calls and Slack notifications pinging like a frantic drum solo.

The crazy thing? I absolutely LOVED the events part of my job. I approached it with firm passion, gave it 220% of my effort, and learned a ton. Honestly, I could've thrived there for the rest of my career totally content. This wasn't a job I hated; it was a career I was good at. And for someone like me – a meticulous researcher and human calculator of ALL risks (unless it involves an adventure hiking and climbing itinerary, then sure, total chaos) – the idea of leaving that comfort zone and starting something new? That, my friends, was pure, unadulterated terror.

So, no, there was no lightning bolt of entrepreneurial epiphany. My journey to Ashlee Nelson Curated Events was less "follow your bliss" and more "escape the comfortable before I turn into a horribly bitter person who desperately needed to be deep in just one thing."

That, and the most annoying, nagging feeling that a huge opportunity was slipping by.

My old team was pretty obsessed with client success, but due to the nature of being a small, fast-paced team, it felt like I had to focus on the logistics of success — the processes, the platforms, the endless follow-ups — more than the human element. It was about hitting targets, not always about crafting a truly delightful, memorable experience. This was where my hospitality, philanthropic, people-first-always soul was LOSING ITS EVER-LOVING MIND. I craved authentic engagement, not just efficient processes. I wanted to craft experiences, not just manage operations.

And frankly, it wasn't fair to my company, because my passion was pulling me in a very specific direction.

Across the event industry at large, I saw a profound, frankly annoying, gap. Planners could handle the catering and the venue, sure, but were guests truly cared for? Was there a tangible return on investment beyond just "it happened"? I wanted to dive deep into only events, to solve that problem, and my current job.. well, it just wasn't letting me.

It became a choice between comfortable complacency and terrifying conviction. So, despite the terror, I just had to go for it.

The Calculated Leap (Because "Leap of Faith" Sounds Too Risky)

So, what does an insane details person who doesn't need to be managed, but also loves traveling and diving deep into client success do when faced with existential event-planning dread? They meticulously plan their escape. I prayed (a lot), developed a business plan, focused on my branding and offer, and then started cold outreach like crazy. That and I did a ton of research, dissecting the industry, finding the precise leverage points for impact.

And what exactly was my laser focus? Corporate events, yes, but specifically those that truly light me up: working with coaches, entrepreneurs, and leaders planning masterminds, retreats, and experiential events. Because the world needs fewer events in dark hotel conference rooms with lukewarm coffee and more team retreats in the Caribbean. It needs less generic and more experiential and events that not only hit targets but leave guests raving, feeling truly valued, and ultimately, delivering a tangible ROI.

The Real Story (And the Fix)

So, while my exit from the remote corporate world wasn't a graceful ballet, it was definitely an urgent pivot towards creating events that truly resonate. Turns out, staring at spreadsheets all day just wasn't cutting it when there was a desperate urge to inflict truly unforgettable guest experiences and undeniable event ROI upon the masses.

My "why" behind Ashlee Nelson Curated Events? Blame the gaping void in the industry and my inability to not try to fix everything. You're welcome.

My corporate background gave me the numbers; my passion for hospitality and throwing a really good party (professionally, of course) handles the rest.

And that, my friends, is the random and weird but completely authentic story of how I accidentally launched a company.

So, yes, I traded the thrill of Q3 reports for the glorious chaos of event strategy. Some might call it crazy. I call it delivering actual value beyond a PowerPoint presentation or KPI. Because frankly, if your corporate event isn't leaving a lasting impression and a measurable return, you're just paying for fancy snacks and another reason for people to check their phones.

If you're a coach, entrepreneur, or leader ready to host a mastermind or retreat that truly stands out, let's talk about building an experience that delivers on every front.