David Landgraf - Conversations with Artists
What is the art of what you do?
I like to say that I got into this business for four things which I call my 4 E’s — excite, empower, entertain and educate. When I plan an event I bring all of those components together. My technology background allows me to connect with people in different ways - but ultimately I love to tell the personal story. That's the art of it. It’s a people business, and utilizing the four E’s helps me captivate all the senses.
What’s your design aesthetic?
Truthfully, it’s based on the client's needs because it’s the client's story. Story really permeates my work and when you can tell someone's joyful story it’s a wonderful thing. I find even in my corporate work it's all about the brand, the story, the message and how to take those elements and make it into something special. It starts with thinking differently. The ‘It’ in Make It Happen is thinking differently. The “It” is telling the story of the people, the brand and culture.
You’ve had some interesting occupations in your career.
I have — and it is often a great dinner party conversation. Having worked for the National Security Agency (NSA), with top-secret security clearances, during the time of some world crises, such as the Mediterranean, Persian Gulf, and the Falkland Islands. I worked as a computer systems operator/analyst on some very advanced computer systems.
How did that experience affect what you're doing now?
I learned to ask a lot of questions. I learned that even the smallest thread could be a part of the story that we want to tell. I don’t overlook anything because you never know where an avenue may lead.
Do you find people really want to tell their story but don't know how?
Absolutely. Everyone has a unique story, and I think helping others tell their story is really the power of what we do as producers, both from a design and a sensory perception is the key.
How do you find touchpoints in the corporate world to make an event meaningful?
I explore their culture. I use their brand identity guidelines and find out what their objective is, about the experience that they're trying to create. It may be simple, like an investor conference or it may be big - a twenty-fifth anniversary. For both, you'd ask ‘What's the brand? What are your principles?’ And then I bring that to life.
Talk about the orange scarf.
Ha! Very funny! I was traveling through Thailand, Cambodia, and Vietnam - on my “Journey” by land and sea, including sailing through the Phi Phi Islands. It was life-changing. Traveling through all the temples, I noticed a prevalence of orange (saffron), and I was really drawn towards it. I was ready to launch Make It Happen logo and that color became part of our brand. What’s your spirit color?
How did you come up with the name of your company?
In all my years in financial services, my clients would say, “Call Landgraf - he can make it happen.” It is our reputation, and now our mantra.
Do you find you can almost always make it happen?
Yes, within reason. For example, I received a DM on Instagram from a client for the busiest holiday date. Their company’s holiday party venue suddenly closed without notice and left them without a venue for their most important event of the year. They said “Can you help us out? We need you to make this happen.” They were very appreciative.
To turn that around so quickly you must be very well connected.
We are in the people and service business, it’s all about cultivating and building longstanding relationships. I am thankful and grateful to everyone who is supportive.
What is your “why?” Why do you do this? You could do you've done a lot of things.
Events can impact people and companies in a multitude of ways. There’s a connection and an impact that you can have on people and everybody that attends your event; you can make a difference in people’s lives in many ways.
One really troublesome thing about events is the waste.
That is so true! Walk by any major venue after an event, look in the dumpster and you’ll see piles of event waste and florals being discarded. We, as planners/producers can make a greater impact, if we change our mindset. Something as simple as putting a single flower in an empty water bottle and giving it to someone is a starting point. We call that “doing good”.
In working with my clients, ‘doing good and giving back’ must be a part of their overall event. I work with providers who post-event repurpose florals to local charities and hospitals. The same with leftover food from the corporate kitchen or events. Food rescue and waste is a huge passion of mine.
I thought you weren't allowed to donate food like that.
You are. Hannah Dehradunwala, the CEO of Transfernation, created a downloadable app when she was still a student at NYU, which lets you donate unused food. They’ll pick up your donation by bike, right at your event or office. Most of the caterers that I work with are part of that solution.
Since you're a people person what's your outlook for humanity?
I think everyone needs to ask themselves “what’s my purpose? How can I do good?” I'm a very optimistic person. We may be in a crisis moment as a society right now, but this is just one chapter. We can choose to either wallow in despair or find opportunity. I choose opportunity.
How did you find your purpose?
That takes a lot of soul searching and also is a matter of your upbringing. I was the oldest child in my family and I think that helped me learn to integrate with people and find purpose in giving back to those that are less fortunate. Through soul searching you can find ways to give back in your daily life. I consider myself fortunate. I'm a survivor who was raised by a single parent - my mother - and I’m so grateful to her.
Tell us about Chouwa.
Chouwa is my Shiba Inu - which is a Japanese breed of dog. I wanted Chouwa because I was looking for balance and harmony in my work life. After researching the breed extensively, I was driving to the breeder in Pennsylvania and I saw a sign that said “Welcome to Harmony Township.” The coincidence of that really struck me. At the breeder, I held this very small puppy who fit perfectly in the palm of my hand. I knew immediately he was meant for me. When I got home, I Google'd the word for ‘harmony’ in Japanese - and that’s how he was named Chouwa.
Does he bring harmony?
He really does. He’s is very intelligent, dedicated and protective. He always keeps an eye on me.
What lessons have you learned?
I don't live in regret. I’m an optimist. If there’s something I could’ve done differently, why look back - except to learn from it? We’re inundated in pessimism, and it's easy to fall into that camp. My big thing is: avoid the noise. We get noise from everything - the internet, social media, television, New York streets. I just think ‘to thine own self be true’ - and that’s how I live my life.
Just for the record, what’s with the banana?
LOL!!! What started out as a joke, turned into a testament of human engagement, conversation, and many great laughs. Just ask someone, "What is it to you?” and the resulting conversation is fascinating. It also proves that some things are not necessarily what they appear to be!
Based in New York City, David has worked around the globe with many of the most respected leaders and innovators of our day. From private events at the Metropolitan Museum of Art with President George W. Bush (43) and Secretary Condoleezza Rice, to a veteran hiring initiative summit and press conference with the First Lady, Michelle Obama, to a private dinner on the Intrepid featuring speakers David Axelrod (Chief Strategist for Barack Obama), Karl Rove (Republican political consultant) and Chris Wallace (host, Fox News Sunday), David strategizes, manages and executes flawless events, while building long-lasting client relationships. Visit makeithappenmgmt.com to find out more! Follow on social media @MakeitHappenMgmt