Design Redefined Event Recap

//Design Redefined Event Recap

We’re very proud that ISES can offer its members something few networking organizations can: the “I” for “International”. For 2015-2016, ISES Cleveland is bringing in a number of event speakers who speak to the international reach of ISES!

Event professionals were in for a treat on Aug. 11, 2015, as Aaron Kaufman, CSEP, past-president of ISES Toronto, and one of the top 25 young event professionals in the world, posed questions to ponder about the difference between decor and design at any event (hint: he says they are not the same!), and he shared his best practices on how to make every unique event “memorable and iconic”.


Aaron’s dedication to pushing the envelope with his company, Fifth Element Group, has created some amazing results for many corporations, foundations and charities.

He is sought after by publications, associations and leadership conferences to speak on developing a boutique business into a high-level design firm.


Aaron focused on empowering event professionals to have faith in their unique vision.

He shared his approach to understanding a client’s needs on designing their event. Instead of asking their preferences, he asks them questions to get to know them and their tastes indirectly, like:

  • What’s the last book you read?
  • What’s the last flower you bought?
  • Where do you shop at?
  • Where is the last vacation you took?


Aaron also the stressed why ISES as an organization is so essential to the events industry: having personal relationships with planners, caterers, designers, decor experts, and entertainment leads to collaborative events in which every company can contribute what they’ve best at.

“Work through the entire process and the industry will be successful,” he said.



“The best way to make money is to do what you do best. Don’t copy others’ work. Be creative; put your best foot forward

[with a client],” he said. “You can’t reinvent the wheel, but you can put your own spin on it.”


The event also saw the swearing in of ISES Cleveland’s 2015-2016 Board of Directors, lead by President Nick Borelli.

With a fun school-related theme emcompassing each monthly event this year, along with a bold slate of events, it should be another awesome year or growth, knowledge sharing, networking and collaboration for ISES Cleveland and our members!


“Don’t allow clients to tell you what is cool – educate them! They aren’t designers,” he said.


Design Redefined attracted not just the local chapter, but our peers from across the Midwest, drawing members from ISES Detroit, Pittsburgh, Columbus and Chicago. It’s an exciting time of collaboration all across ISES Midwest!




Liked what you saw from Aaron? Want to make sure you don’t miss our next exciting event, the Sept. 15 “Class of 2016 Kick-Off Party”, featuring sitting president of the International Special Events Society, Jodi Collen, CSEP?

Register today!

A huge thanks to our sponsors on this event – the design and decor were a perfect match for our subject matter!

Borrow Rentals

Colortone Staging & Rentals

Emily Millay Fine Art Photography

Event Source

Fifth Element Events

Red the Steakhouse

ISES Cleveland Aaron Kaufman

By |2016-10-27T11:41:59+00:00August 26th, 2015|Event Recap|0 Comments

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