INSIDE BUSINESS
When the pandemic hindered large events, this Virginia Beach planner turned to picnics
By Sandra J. Pennecke
Jul 28, 2022 at 10:54 am
When the COVID-19 pandemic halted social gatherings, event planner Karen Gould had to get creative and adapted to demand for smaller outdoor get-togethers.
Virginia Beach — For years, Karen Gould planned large-scale corporate events and parties.
Nowadays, she prefers to plan smaller and more intimate gatherings for her business, Main Stream Events and PR Firm.
A Southern California native, she relocated to Hampton Roads 30 years ago and has called Chic’s Beach in Virginia Beach home ever since. Her career path took her to USAA and after 10 years in human resources, Gould became the executive assistant for the financial service company’s vice president and general manager.
“Eighty-five percent of that job was to plan all their company events,” she said.
Gould was in her glory as she designed, organized and arranged every detail for more than 20 events each year for more than 1,100 employees at USAA. Events included holiday parties, festivals, recognitions, United Way campaigns, corporate communications, fundraising activities and volunteer projects.
“But in 2009, the economy crashed, they consolidated and my position was eliminated,” Gould said.
Already armed with an associate degree in business management from Tidewater Community College — proudly earned while she worked full-time and raised her two daughters, Gould then pursued a bachelor’s degree in technical management with a concentration in hospitality from DeVry University.
“Event planning has always been part of my life — growing up and as a Girl Scout leader for 15 years for both my girls,” she said.
Established in her niche, Gould couldn’t find a job to use her skills, so in 2010 she set out to start her small business. Familiar with the corporate world, Gould threw herself into the arena, helping with holiday parties and nonprofit galas.
“The Salvation Army was one of my biggest clients; I worked with them for six years planning their Hope Gala, an annual fundraiser for the Kroc Center,” she said. “I love that transformation from an empty space to a black-tie gala.”
Over the past two years, Gould planned both of her daughters’ weddings. One was an enchanted forest theme for 135 people in Virginia Beach and the other was a pop-up for 16 guests on the side of a cliff in San Diego.
At the start of 2020, the pandemic brought a screeching halt to events and Gould had to rethink her business. She got certified in virtual events and held several for corporations, family and friends. But, Gould still found herself hankering to use her creativity to plan live events.
“That’s when I started the picnics on the beach,” Gould said. “And it started taking off.”
Clients choose a type of location like beach, park, porch, field, lake or backyard and a theme then Gould designs the perfect customized picnic — handling everything from setup to cleanup. Prices start at $175.
Ron Dinoso thought a romantic beach picnic would be the perfect surprise for his girlfriend, Flavia Neto.
“I want to keep things interesting with my girlfriend and I,” Dinoso said.
The “just because” picnic included pillows, a charcuterie board and dessert. And, with Gould’s help, it was a big surprise.
