InTents December 2020/January 2021 - 23

S

teven Herring had spent about three
years working off and on as a derrick
hand in the California oil ϐields. He was
also serving as a paid call ϐireϐighter
for Cal Fire in 2010, going through
the academy to qualify as a seasonal
ϐireϐighter. However, state-implemented
budget cuts that year sidelined his plan.
Around this time he was helping
a friend set up for a party. While
unloading the delivery truck and
signing the receipt, he saw what the
rental company was making. Shortly
thereafter he sold everything he owned
to purchase 200 chairs and 20 table
rounds, renting these out for parties.
Starting out it was just him. By 2012
he was busy enough to hire a couple of
friends. The following year he began
expanding his inventory, adding his ϐirst
sailcloth tent, along with dance ϐloors
and other items. He also rented a small
warehouse and hired more employees.

I'M ALWAYS WILLING TO
TAKE ON A CHALLENGE
AND MAKE IT WORK- BUT
I ALSO ALWAYS HAVE A
CONTINGENCY PLAN.
Herring established a subrental
relationship with a tableware and
glassware rental company, eventually
purchasing that business. He brought
in lighting and other decor and
began attending tradeshows and
networking. By 2017 he'd purchased
a 14,000-square-foot warehouse and
at the start of 2020 he added a second
location with showroom and ofϐices.
There were plenty of challenges
breaking into this industry, Herring
says. But his dad, Greg, was a big
help, serving as a mentor and
ϐinancial advisor then and now. His
attitude also played a key role.

" I'm a very optimistic person, " Herring
says. " I'm always willing to take on a
challenge and make it work-but I
also always have a contingency plan. "
Along with the challenges have come
many accomplishments, such as winning
several awards, most recently from
California Wedding Day magazine for
best tabletop, best furniture and best
all-around wedding vendor. This year
he was also invited to the legislative
caucus held in Washington, D.C., to
represent the events industry in the
discussion of workforce development.
" But the most gratifying achievement
has been the opportunity to employ so
many hardworking people, " Herring
says. " Providing them with a nice
career has been really satisfying. "

Steven Herring
Founder
All About Events
Paso Robles, Calif.
www.allaboutevents.com
Employs: Pre-COVID about 30,
currently about 15

Q: What is the hardest
thing about leadership?
A: I think it's having to put
your emotions aside and
make the tough decisions
based on what's good for
the company and your
entire staff. It's easy to lead
when things are good, but
to lead through turmoil is
the true test. The perfect
example of this is having to
lay off 20 employees and
leading a team through a
global pandemic.

www.InTentsMag.com

1220IT_18_23.indd 23

23

11/19/20 3:23 PM
http://www.allaboutevents.com http://www.InTentsMag.com
InTents December 2020/January 2021

Table of Contents for the Digital Edition of InTents December 2020/January 2021
