n this episode of Founders Future, with host Zach Young, we dive into the world of high-impact event production with Shay Wheat, founder of Grace and Ease Productions. Shay shares her unexpected journey into the industry, which began with a chance encounter and a simple joke that led to her managing over 70 speakers for a major conference. She explains the powerful distinction between an event planner and an event producer, emphasizing that her role is to strategically engineer profit and ROI into every event, helping clients cut through the digital noise and create real-time trust and community.

Shay breaks down the two primary types of events that drive business growth: enrollment events, designed to convert new clients into high-ticket offers, and fulfillment events, which deepen relationships with existing customers and serve as a platform for renewals and upsells. She provides invaluable advice on how to fill a room, from leveraging joint venture partners and speaking on other stages to strategic ticket mapping. For any entrepreneur considering hosting their own event, Shay’s key takeaway is to ensure your team is supported, allowing you as the host to focus entirely on delivering value and connecting with your audience.