Meet Raquel Grassano, an LA-based events pro. Her company, Strukture LA, is the product of ten years working in event production, from after parties to experiential to food festivals. She gave us a look at how her work in nightlife turned into an events career, plus the projects that got her where she is today – as well as the exciting opportunities the year has brought thus far.
Where are you currently - and usually - based?
I'm in Burbank, California.
What are your specialty practice areas?
I do what I like to call "Social Design", which is a hybrid of event design and production, and interior design. But my specialty is social events (ie luxury weddings, celebrity birthday parties, influencer dinners and intimate experiential activations).
Tell us about your career background before becoming a freelance consultant.
In my 20's I was in the nightclub industry. I was a door host mainly, the person you either loved or hated that would let you in the door, the so-called gate-keeper. During that time I got to work with so many different promoters on their holiday events or small promotions to get people inside the door. I grew to love the planning and design aspect of putting events together. A friend of mine mentioned that a mutual friend was working in that field on a larger level and recommended that I call him. I did and he hired me for my first "real" live event ever. The event was called, "The Taste of Beverly Hills" and it was for a company called "Best Events". If it hadn't been for the pandemic, I would've hit my 10 year work anniversary this past September. During my tenure there, I also had the opportunity to manage the owner's nightclub while simultaneously facilitating all the events being booked plus redesigning it every 6-8 months. Those were the busiest years of my life. I'm grateful for the experience I gained. I wouldn't be the producer I am today without it. But I don't wish to go back to that craziness.
What are some of your current projects/clients?
Currently I've been working with a client and his wife on the renovation of their home in Beverly Hills. They love to entertain so I've been consulting on the design and build out of their kitchens, bars and outdoor spaces to make it more conducive for all the events they host there. And I also just wrapped a design project for Revolve. It was a small Influencer photo and video shoot for them to capture and build content. I worked with an event production team they use to design, source and dress a faux farmer's market. The design aspect of events has always been my favorite! And now, in preparation for the Spring and Summer, I'm getting inundated with wedding inquiries so I've been busy advancing those in between it all.
What are your favorite aspects of freelance life - and least favorite?
My favorite part of being a freelancer is being able to see how other companies operate their businesses, the good, the bad, and the "wow, that's really cool and innovative". I love learning new skills and being able to implement them into my next projects. I also love that I get to choose my clients, so-to-speak, and the events that I want to do. And being able to create my own schedule so that I can have a better work/life balance has been key to keeping my sanity and keeping my client's happy. I alone create my workload and the timeline that I have to accomplish it. Freelance life has allowed me to focus my attention on one client at a time. And I love that!
Who would be a dream client?
My dream client would be:
Someone who has an good idea of what they want
Someone who is pragmatic about dreams and budget
Someone who likes to play and is open to new and different ideas
Someone who will trust me to do my thing
A good communicator
