Hanan Atmani: The Sold-Out Strategist Behind 656+ Events Across 14 Countries
When it comes to creating unforgettable experiences, few do it like Hanan Atmani. An award-winning global planner and sought-after event business coach, she has mastered the art of turning vision into spectacle. With over 656 events executed flawlessly in 14 countries, her name has become synonymous with excellence, elegance, and execution. As the founder of A Chain of Events, Hanan doesn’t just plan events—she curates moments that leave a mark. Now, she’s on a mission to empower the next generation of planners and entrepreneurs to build profitable, high-impact experiences that sell out and stand out.
You’ve executed over 656 events across 14 countries—what’s been one of your most memorable events, and why does it stand out to you?
One of my most memorable events took place in Las Vegas a few years ago. I received an unexpected call from Oprah Winfrey’s agent, informing me that she wanted to attend the event I was organising, where her partner, Stedman Graham, was a speaker. It was particularly special because Oprah rarely attends his speaking engagements, making her presence a delightful surprise for him.
I vividly recall meeting her in the back kitchen before the event. When I met her, she was waiting for me to walk in with her. She was incredibly warm and gracious, and as we sat together, I felt a sense of excitement and honor. When the moment came to reveal her presence to Stedman, the look of astonishment on his face was priceless.
This experience was profoundly meaningful to me, as Oprah has been an inspiration in my life since I was 18. She was a fixture on my vision board, representing my aspirations and dreams. Never in a million years did I imagine I would have the opportunity to meet her, let alone share such a special moment at an event I had organised. It truly was an outstanding and unforgettable experience.
As the founder of A Chain of Events, how do you ensure each experience feels unique and elevated, regardless of location or scale?
First and foremost, I believe in the power of personalisation. Each event is crafted with the specific audience and their interests in mind, allowing me to create moments that resonate deeply. This involves thorough research and collaboration with clients to understand their vision and objectives.
I aim to create lasting memories that set each event apart.
Moreover, attention to detail is crucial. From the ambiance and décor to the culinary offerings, every aspect is meticulously curated to enhance the overall experience.
Lastly, I believe in fostering genuine connections. By building relationships with clients, local suppliers and partners, I can leverage the unique characteristics of each location, ensuring that every event captures the essence of its surroundings.
Many planners focus on creativity, but you also emphasize profitability and strategy. What’s one key shift planners can make to move from just ‘creative’ to ‘profitable’?
To shift from being solely ‘creative’ to also embracing ‘profitability,’ planners should adopt a strategic mindset from the beginning. This involves setting clear objectives that align creative vision with financial goals, ensuring that budget considerations are integral to the planning process.
Leveraging data analytics is also crucial. By analysing past event performances, planners can identify which elements drive engagement and revenue, allowing for smarter resource allocation.
Additionally, collaborating with stakeholders, such as sponsors and suppliers, can create innovative partnerships that enhance profitability without sacrificing creativity. Ultimately, by viewing every creative decision through a strategic lens, planners can deliver exceptional experiences that are both captivating and financially successful.
How do you approach planning high-impact, sold-out experiences for entrepreneurs and business owners? Can you share a success story?
I focus on three core elements: understanding the audience, creating value, and fostering engagement.
First, I invest time in deeply understanding the goals, challenges, and aspirations of the target audience—whether they are entrepreneurs, business owners, or corporate teams. This insight allows me to tailor each event to resonate on a meaningful level, ensuring it meets expectations and delivers real, tangible value.
Next, I prioritise crafting a compelling agenda with dynamic speakers, interactive sessions, and strategic networking opportunities. This combination not only enriches the experience but also encourages genuine engagement and connection.
A success story that reflects this approach is an entrepreneur summit I organised last year. By curating a lineup of industry leaders and offering hands-on workshops with actionable strategies, my team created an immersive environment that encouraged learning and collaboration. The event sold out within weeks, and post-event feedback showed a 95% satisfaction rate, with many attendees leaving with valuable insights and connections to drive their next phase of growth.
With nearly 12 years in the industry, how have you seen event trends evolve, and how do you stay ahead of those changes globally?
I’ve seen a major shift from traditional formats to more immersive, experience-driven events. Today’s audiences crave creativity, interactivity, and purpose, with trends like AI integration and sustainability becoming key expectations.
To stay ahead, I consistently attend global industry gatherings — from trade shows to conferences and exhibitions — which helps me stay connected with emerging trends and innovations. I also invest time in research to stay informed and educated on what’s next. I then implement these insights into my work and show other organisations how they can do the same to elevate their events and stay relevant.
A Chain of Events caters to diverse industries—from fashion to finance. How do you adapt your planning and design process across such varied sectors?
We embrace the unique characteristics of each industry by conducting thorough research and fostering collaboration with our clients. We start by understanding the specific goals, audience, and trends of each sector. This insight allows us to tailor our planning and design processes, ensuring that we not only meet industry standards but also create innovative and engaging experiences. Our flexible approach, combined with a diverse team of experts, enables us to seamlessly adapt and deliver exceptional results across all industries.
As a coach, what common challenges do aspiring event planners or business owners face, and how do you guide them to overcome these hurdles?
Aspiring event planners and business owners often face challenges such as time management, budget constraints, and navigating client expectations. To guide them, I emphasize the importance of setting clear goals and developing a structured timeline. I encourage them to prioritize tasks and learn to delegate effectively. Additionally, I provide tools and strategies for budget management and advise them on building strong client relationships through open communication. By fostering resilience and adaptability, I help them turn these challenges into growth opportunities.
What role do mindset and business acumen play in building a sustainable, high-level event business?
For myself, it has to be a positive mindset that fosters resilience, creativity, and adaptability, enabling planners to navigate challenges and seize opportunities. Meanwhile, strong business acumen, understanding market trends, financial management, and effective branding and marketing ensure that decisions are strategic and informed. Together, these elements help event professionals not only to execute successful events but also to build lasting relationships, maintain profitability, and innovate within their industry, ultimately contributing to long-term success.
What does “meticulous attention to detail” look like in practice? Can you give us a behind-the-scenes peek into your planning process?
Event planning involves a thorough and systematic approach to every aspect of the event. This includes creating comprehensive checklists, maintaining detailed timelines, and ensuring that every element aligns with the event’s vision.
Behind the scenes, my planning process begins with a deep understanding of the client’s goals and preferences. I conduct extensive research on venues, suppliers, and logistics, and I develop a master plan that outlines each detail, from the layout and decor to the schedule of activities. Regular communication with the team and stakeholders is essential to ensure nothing is overlooked.
On the day of the event, I conduct final walkthroughs, confirm arrangements with suppliers, and keep an eye on every element to ensure everything runs smoothly. This level of detail not only enhances the guest experience but also allows for quick problem-solving, ensuring a successful event.
What’s your ultimate vision for empowering the next generation of global event planners, and beginners, and business owners and how can they begin working with you?
My vision is to provide them with the essential resources they need to succeed. I want to ensure they understand the tools and knowledge required to stay ahead in the industry. By offering my leadership and guidance, I aim to help them navigate their challenges and achieve their goals.
They can begin working with me by booking a consultation where we can discuss any obstacles they face, brainstorm event ideas, or explore how to start their journey in event planning. Whether they are new to the field or looking to scale their existing business for greater profitability and success, I’m here to support them every step of the way.
Connect with me:
📍 Instagram: @hananaofficial_
📍 Events & Lifestyle: @achainofevents_
