On Buying Back Your Time and Real Connection with Communiti Collective’s Cheyanne Brown
We recently had the pleasure of sitting down with Cheyanne Brown, owner of Communiti Collective, an event-planning company in the Okanagan. We chatted about all things events, seasonality in the valley, and entrepreneurship with a young family.
Photo by Thomas Bullock
We hoped that through a little Q&A, we could get some insight into Communiti Collective and how to be a boss mom while running a business solo.
Read on for our recent interview with Brown below:
Tell us about Communiti Collective. What type of events do you plan? What's your philosophy around event planning? What inspired the name?
Communiti Collective is a full-service event planning agency that goes beyond creating beautiful and memorable events. I created the business with the goal of connecting different businesses and entrepreneurs to their communities through events.
I plan corporate events—think employee engagement initiatives, team retreats, holiday parties, and summer parties. I also organize community events, which include both free and ticketed events open to the general public, as well as not-for-profit events such as charity events and galas. Additionally, I handle brand events, collaborating with brands on activities such as activations, store openings, and product launches.
I've also recently added photoshoot styling to my list of services, which involves working with various brands to create beautiful lifestyle shoots. I bring my expertise in event design and apply it to the shoots, which has been really fun.
The name Communiti Collective reflects my mission of bringing people together in a meaningful way, fostering a sense of belonging and togetherness.
What's your background? How did you get here?
I did the Marketing Management program at BCIT in Vancouver and began my corporate career working in admin. departments. With this role came a lot of event planning and I quickly realized that planning is what I got lost in and what lit me up.
I then began working as an office coordinator for Mindfield, a Talent Acquisition Agency in Vancouver. Within a few months, I had the idea of creating a new role for myself, leading employee engagement initiatives through experiences and events, and ended up getting approval from leadership. I built a 12-month wellness wheel where I planned employee engagement initiatives and events focusing on the wellness wheel segments. It was really cool to see the success, celebrate the wins, and cheer on the team as we worked through the 12-month calendar together.
So, that was like the beginning of both your event planning and entrepreneurship journey…
Yeah, that's how it started. I was passionate about employee engagement and events and wanted to create a company that emphasized fostering connections within event planning. Then I went back to school and got my event marketing certificate from BCIT. To get first-hand experience, I assisted with a wedding planning company in Vancouver for a few summers to get experience in the industry.
Shortly after, I was asked to plan an event for an organization called Youth Unlimited. One of their programs is an art initiative for youth, providing various activities to engage them meaningfully through art. They held an annual art show and had never worked with an event planner. At that time, I didn't have Communiti Collective, but they hired me independently. The event was such a success, and kind of kicked off what I'm doing now.
In 2018, I moved out of Vancouver to be with my now-husband, and Communiti Collective was born. I initially focused on planning weddings, but I always knew that wasn't the direction I wanted for my company. After a couple of seasons, I began building my brand and getting a lot of cool corporate and community clients.
When COVID hit, my husband and I moved to the Okanagan. We had a child during COVID which was perfect timing for me as the event industry got completely decimated. Coming out of COVID, I decided to transition out of weddings. I just knew that my heart and soul were connected to the core purpose of why I created Communiti Collective— to connect businesses to their communities.
Photo by Cas Parto
Why are you different from other event planners? What makes Communiti Collective, Communiti Collective?
This is something I’m currently really trying to hone in on. My mission, values, and core purpose stem from those creating intentional, bespoke experiences.
To have clients or guests come up to me after an event, and say “Wow, that speaker or activity changed my life, or the connections that I made within these four walls had such a lasting impact,” is the greatest compliment.
The personal connection that I have with clients is also very important to me. No matter who they are, or what kind of business they own, I treat every event and person uniquely. With Communiti Collective, you don’t get a cookie cutter, check XYZ box, process. I take the time to really understand my client’s needs, and what's at the core of those needs, and make sure that they are taken care of from start to finish. There’s a human approach to it all.
Where do you draw inspiration?
Mostly from social media. I always aim to be trend-forward, innovative, and unique—not just copying someone else’s design or aesthetic. But, it’s about seeing what’s out there and then adding my personal touch to make it special.
I'm also a huge podcast fan; I love listening to them to stay on top of trends. Travel is another big source of inspiration for me, especially to international destinations like Asia and Europe. They are far ahead of us when it comes to design.
However, I think ultimately having an eye for those trend-forward elements is something you either have or don’t.
Although a destination city, Penticton is pretty small and seasonal. How are you holding your own? Any plans to grow your winter business?
That’s the million-dollar question. I believe it’s all about making the right connections. It can be a slow process, but it’s crucial to forge strong relationships, know the right people, and have meaningful conversations to establish Communiti Collective’s place in the industry. There's so much untapped potential in the Okanagan. I just need to continue to understand what clients need and provide an incredible service that meets those needs.
Does Penticton have what you need in the winter to throw high-end events?
Yes, I think so. Accommodation can be a bit of a challenge, but many of us are working to make this a year-round destination. We have great ski mountains, and it just takes the right client who is interested in winter activities. Penticton is known as a seasonal destination, but its beauty and uniqueness make it special. When people arrive, they feel a sense of ease and relaxation, really immersing themselves in the slower pace. I use that as a unique selling point when bringing people here for events. Being a local in a destination town gives me insider connections, adaptability, and the creativity to offer these unique experiences and events even in the winter.
Biggest accomplishment? Proudest moment?
Overall, knowing that I've created a business that fits perfectly into my lifestyle is incredibly rewarding. Having my son has levelled me up in so many ways. It gave me new inspiration, drive, and a fire in my gut to build something with a lasting legacy for my family. And when I say legacy, I don’t mean an empire for my son or future children to take over one day. It's about the legacy of what they see in their mom—what I can accomplish and do while still being the best mom and partner. I want my son to look at his mom and think, “Wow, my mom was a bad*ss, and I respect the sh*t out of her because she did this.”
I’ve always struggled with playing things too safe and not betting on myself but my 2024 word is courage and leading with that in everything I do. Going from the corporate 9 to 5 grind to owning your time is truly the reason why entrepreneurs become entrepreneurs. To buy back your time and create something that fits into the life that you want to live. It's like a supplementary facet to me being able to live the life I want… if that makes sense.”
What's the coolest event you've done?
It's not one of the largest events I've ever done but one of my favorite and logistically challenging events is producing an event for 250+ people on a barge in the middle of Desolation Sound. It is the most picturesque, remote location and when guests arrive they're greeted with good music, good food, and good drinks and they're encouraged to let loose, connect and enjoy an epic party. The logistics of getting everything and everyone to a remote, boat (or plane) access-only location on a 100 by 40-foot floating barge in Desolation Sound is no small feat but it's probably one of my favourite events.
Photo by Joshua James
Where do you see Communiti Collective in 5 years?
I feel like Communiti Collective is just heading into this new phase; Communiti Collective 2.0. Coming out of COVID, I’ve really started to target the businesses I want to work with, dream big, and tap into the Okanagan market. There’s so much potential to bring large events and conferences here and really make it a year-round destination for events.
Although I never envisioned myself growing CC into a massive corporation or production company (but, you never know!), I see it becoming the leading name in the event planning world, specifically in the Okanagan. But most importantly, I see it becoming a business that I’m really really proud of and fits into my lifestyle. One that I can continue to reach and create that inspiration and connection within the events that I produce.
What event are you looking most forward to attending this summer in the Okanagan?
James Vincent McMorrow at Red Bird Brewing in Kelowna!
Name three places you tell your clients who travel here to visit.
I have more than three…
Poplar Grove for stunning views, incredible menu offerings and delicious wines.
La Petite Abeille for a beautiful setting and really good cider.
Kin & Folk for a restaurant downtown Penticton that offers funky Asian fusion-inspired dishes, incredible cocktails and a great atmosphere.
Abandoned Rail Brewing for an epic location to drink beer with your whole family. It’s right off the KVR trail and a unique venue that you’ll never experience anywhere else.
Wayne & Freda for really good coffee and quick bites.
The Kitchen at DaSilva in the summertime for Spanish-style tapas.
Deep Roots Winery for stunning views and amazing wine.
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You can connect with Cheyanne at Communiti Collective at info@communiticollective.com, or see more of her work @communiticollective.