What if the biggest lessons in your career didn't come from one defining failure, but from thousands of small mistakes? In this article, I share how 15 years of "paper cuts" shaped my approach to leadership, resilience, relationships, and creating meaningful experiences that leave a lasting impact.
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Influential Woman · Event Planning & Incentive Travel
Alyssa Frank, CMP
Founder & Principal Event Strategist, Covalent Events LLC
St. Paul, MN 55113
2Years experience
1Article published
4Awards received
“
I stopped fearing setbacks and started seeing them as opportunities to learn and build experience that I now carry forward with confidence.
Alyssa Frank, CMP · In Her Own Words
Her Story
About Alyssa
Alyssa Frank, CMP, is the Founder and Principal Event Strategist of Covalent Events LLC, where she helps businesses create meaningful, memorable experiences through strategic event planning and incentive travel. With more than 15 years of experience in the events industry, she specializes in managing every aspect of the planning process—from strategy and logistics to on-site execution—allowing clients to focus on building relationships and engaging with their guests. Guided by the philosophy behind the covalent bond, Alyssa believes that thoughtfully planned events strengthen the connections that drive organizational culture, loyalty, and long-term business growth. Before launching Covalent Events in 2024 first as a passion project and then making it a full-time focus in 2026, Alyssa built an extensive career in marketing, communications, and event management, holding leadership roles with organizations including Northwestern Mutual, Associations North, and Carrousel Travel. She earned a bachelor's degree in Graphic Design and Marketing from Concordia University–St. Paul and holds the prestigious Certified Meeting Professional (CMP) credential through the Events Industry Council, along with additional certifications in contract negotiation and event design. An active leader in the meetings industry, she has served in numerous leadership positions with Meeting Professionals International (MPI) Minnesota Chapter and has been recognized for her contributions through multiple Excellence in MPI award nominations. Beyond her professional work, Alyssa is passionate about giving back to her community through volunteer service with organizations including M Health Fairview Masonic Children's Hospital, the Leukemia & Lymphoma Society of Minnesota, the Minnesota Orchestra, and Alex's Lemonade Stand Foundation. She credits her success to resilience, a willingness to learn from challenges, and maintaining a positive attitude. Committed to lifelong learning and authentic leadership, Alyssa encourages emerging professionals to build strong industry relationships, pursue continuing education, and embrace vulnerability as a way to foster meaningful connections. Outside of work, she enjoys playing recreational volleyball, teaching dance classes, and spending time with her dog at the local dog park.
Her Interview
Ten minutes with Alyssa
01What do you attribute your success to?
I attribute my success to resilience and a willingness to learn from every experience. Throughout my career, I have viewed mistakes as opportunities for growth, making intentional improvements that strengthen my skills and leadership. I have also been fortunate to work in environments that valued effort, a positive attitude, and continuous learning, which encouraged me to adapt, improve, and move forward with confidence.
02What’s the best career advice you’ve ever received?
The best career advice I have received is not to shy away from vulnerability. Early in my career, especially when speaking in front of groups, I learned that acknowledging my nervousness helped me connect more authentically with my audience. Being open and genuine creates trust, strengthens relationships, and allows me to communicate with greater confidence and impact.
03What advice would you give to young women entering your industry?
I encourage young women to join professional associations, invest in continuing education, and actively build meaningful relationships within the industry. Many of the opportunities throughout my career have come through referrals and connections developed through professional organizations. Surround yourself with people who challenge and support you, continue learning, and remember that strong professional relationships often open doors to long-term success.
04What are the biggest challenges or opportunities in your field right now?
One of the greatest challenges facing the events industry is the rising cost of hosting events, which can make organizations hesitant to hire professional planners, seeing that as even more of an expense. At the same time, this creates an important opportunity to demonstrate the true value of experienced event professionals. By bringing expertise, strategic planning, and industry relationships to each project, event planners often save clients significant time and money while delivering seamless, high-quality experiences that produce measurable results.
05What values are most important to you in your work and personal life?
Authenticity, compassion, and kindness are at the core of everything I do. I believe in building genuine relationships and paying attention to the details that make people feel valued. Whether I'm planning an event or spending time with family and friends, I strive to leave people feeling cared for, connected, and better than I found them. It's essential to align my personal values with my professional life, and by doing so, it allows me to create a life that is fulfilling while delivering my best work to clients.
Her Content Hub
Articles by Alyssa
Strength by a Thousand Paper Cuts
Why resilience is built through many small failures rather than one defining moment
Recently I was a guest on a podcast and I was asked what the biggest disaster I've experienced in my event planning career has been.
They're usually expecting a dramatic story - a keynote speaker who never arrived, a ballroom flooded minutes before guests walked in, or a catastrophic mistake that nearly ended my career. The truth is, I don't have one. Instead, I have hundreds. Maybe even thousands. They're what I like to call "paper cuts". Individually, none of them ended a career. But collectively, they've shaped the person I am today. Although my experience comes from meetings and events, these lessons can apply to any industry.
The Little Mistakes That Become Your Greatest Teachers
When you're new in your industry, every mistake feels enormous. A menu item isn't presented the way you envisioned it. A timeline runs a few minutes behind. A guest voices criticism publicly. A contract overlooks an important operational detail. In those moments, it feels like the world is ending.
I remember planning a formal black-tie recognition gala early in my career. Trying to accommodate multiple dietary restrictions, I trusted a recommended dessert that checked all the dietary boxes. On paper, it sounded perfect. In reality? Imagine a beautifully dressed ballroom... and dessert arriving looking more like a Jell-O jiggler than an elegant plated finale. I was mortified.
The next morning I opened Facebook to find a public post criticizing the dessert. Reading those comments felt far worse than serving the dessert itself. At the time, I questioned whether I was cut out for event planning. Looking back, I realize it wasn't really about dessert. It was about learning to ask better questions, verify every detail, and understand that not every criticism deserves to become your identity.
Experience Isn't About Perfection
One of the biggest misconceptions about experienced planners is that we don't make mistakes anymore. We do. The difference is we recognize them sooner, solve them faster, and don't allow them to consume us.
Experience teaches perspective. You learn that one unhappy guest doesn't define an otherwise exceptional event. You learn that every problem has a solution. You learn that staying calm is often more valuable than having all the answers.
Eventually, you stop asking, "How do I avoid every mistake?" Instead, you ask, "How can I prevent this from happening again?" That subtle shift changes everything.
Every Event Improves the Next One
One lesson I can't stress enough is documenting lessons in the moment - not weeks afterward. Because after the adrenaline wears off, it's amazing how quickly details disappear. Every event becomes a blueprint for improving the next one.
After each program, I schedule debrief conversations - not just with clients, but with vendors, suppliers, and my own team. Everyone experiences an event differently. The photographer notices something the caterer doesn't. The AV team catches challenges the planner may never see. The client may have no idea something nearly went wrong because the team solved it before it became visible. Those are successes worth documenting, too.
Relationships Solve Problems Faster Than Contracts
Contracts matter. Processes matter. Checklists matter. But relationships matter even more. Over the years, I've learned that trusted vendor partners often become your greatest advantage. They're the people willing to brainstorm solutions. The ones who answer the phone after hours. The ones who move mountains because they know you'll do the same for them someday. That doesn't happen overnight. It happens through years of investing in people.
One of the best decisions I ever made was becoming involved with MPI (Meeting Professionals International). I didn't simply attend meetings - I volunteered. Committee work introduced me to people who became mentors, collaborators, referral partners, and lifelong friends. Years later, those relationships continue opening doors I never could have predicted. Community isn't just networking. It's building trust long before you need it.
Advice for Anyone Early in Their Career
If I could give one piece of advice to someone just starting in this industry, it would be this: Find your community. Join your local industry association. Volunteer. Ask questions. Learn from people who've already collected their own thousand paper cuts. You don't have to make every mistake yourself.
Most importantly, remember that every industry professional you admire has stood exactly where you are. Every confident professional has questioned themselves. The paper cuts never completely stop, but over time, they stop feeling like career-ending wounds. Instead, they become something much more valuable: Experience. And experience is one of the greatest gifts.
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