Welcome, Celebrated and Included: Delivered by Events by Lady K, GBC

General Benefit Corporation (GBC), Events by Lady K, engrained their social good values into their mission to create events where every attendee feels welcomed, celebrated, and included.

“We’ve always done the work in sourcing and partnerships in an equitable way. Now we’re explaining why and how we do it. We’re teaching it.”

Events By Lady K is celebrating five years as a General Benefit Corporation (GBC) in 2021. Founder Ryan Kroening talks about the initial formation of his event services in 2013 as a consultancy, all the while watching what was coming to fruition as the Minnesota Public Benefit Corporation Act passed that same year. In 2016, after a few years as a for-profit and as benefit corporations were gaining momentum, Ryan changed his business to GBC status.

“I believe all businesses can benefit by placing people and impact first,” says Ryan. “Profits will follow.” Events by Lady K has engrained their social good values into their mission to create events where every attendee feels welcomed, celebrated, and included. “We attract clients with values that align with ours. Through those partnerships, we can also help amplify our clients’ desire to do good in the world.”

As Lady K has grown over the past eight years, every component of the business has been shaped authentically as a reflection of accessibility and inclusion mindfulness. “We’ve hired BIPOC, women, and LGBTQ+ team members as staff, subcontractors, and vendor partners,” Ryan says. “Their experiences ensure those most marginalized are integrated at the core of our process as we aspire to deliver the most inclusive event possible.” It also means that Lady K doesn’t just beautifully map out a visually pleasing event, they walk through every event moment and make sure a guest will feel they matter.

Many cues and tangible things that make attendees feel like they matter are still being missed in event planning. “Simple things like signage that indicates gender-neutral bathrooms or dressing rooms go a long way toward welcoming,” he notes. “And with rising food sensitivities and vegan preferences, getting creative with menu planning and displaying all ingredients ensures all guests can be nourished at your event.” Ryan’s hope is that someday these types of practices will be standard and just a baseline for hosting an event.

Lady K’s reason or why related to the business has evolved over the years. The same values are there, but they’ve gained so much experience in event delivery that Ryan says he’s able to set a vision and talk about the work and its impact more distinctly and broader. “We’re not interested in maintaining the status quo for events because that has never worked for everyone. We’ve always done the work in sourcing and partnerships in an equitable way. Now we’re explaining why and how we do it. We’re teaching it.”

This momentum seems especially timely now as we’re slowly surfacing from the pandemic. Covid really showcased just how healthy the local events community is, he notes, “We have a strong cheerleading community. So many best practices were shared in the spirit of collaborative competition over the past 18 months. We really came together and tried new things to help ourselves and each other survive.”

In addition to massive change in the event landscape, social issues from racial justice to LGBTQ+ rights and economic justice are at the forefront more than ever. “Events are a powerful way to change perspective,” Ryan shares. Events by Lady K continues to focus on quality of work and sees their diverse team and partners being a draw for event hosts. They’re tackling more hard yet important conversations and stand at the ready to help clients navigate them. “Event hosts want to work with us because of our history of excellence and the
built-in network we bring to create an amazing, inclusive event.”

When it comes to impact, Events by Lady K has incredible long-standing partnerships with local vendors who share their values. “The most sustainable version of any event will always be the one done with local vendors who practice people and impact first over profit,” Ryan says. He feels good about working with those businesses, many early on in their creation, and giving them meaningful work to help sustain them.

“We all get excited when we can openly see and celebrate differences. There will be no return to normal and Lady K is here for it.”

WRITTEN BY Jennifer Gilhoi, Owner Sparktrack Consulting, for #WhySocial Campaign during Social Impact Week MN. Join the movement for businesses as a tool for social change!