In this exclusive interview with CanadianSME Small Business Magazine, Francesca shares her journey as a young entrepreneur navigating Toronto’s competitive event landscape. She discusses the importance of niching down, building a strong network, and embracing a growth mindset. From winning the prestigious 2025 Canadian Choice Award to redefining client expectations through personalized ‘micro events,’ Francesca’s insights offer invaluable lessons for aspiring entrepreneurs looking to make their mark.
Francesca Pellegrino, an award-winning chief executive officer, launched Pellegrino Events in 2022 after a decade of experience in the hospitality sector, where she honed her understanding of market dynamics and customer service needs. With a Bachelor’s degree in Event Management and French, Francesca combines her educational background with practical insights to deliver exceptional event services. Francesca’s dedication and proactive approach to her career set her apart from her peers, since a young age she meticulously balanced multiple income streams while leveraging her spare time for strategic planning, ultimately paving the way for her future success.
As a young female entrepreneur who launched Pellegrino Events at the age of 25, what key strategies would you recommend to women starting their entrepreneurial journeys in competitive industries like event planning?
For young women venturing into the competitive landscape of event planning, a multi-pronged strategy is essential. Instead of trying to be everything to everyone, focus on a specific type of event or clientele, allowing yourself to build expertise and become known as the go-to person in that area. Building a strong, authentic brand is very important and it’s all about creating experiences, so your brand should reflect your unique style and values. Lastly, prioritize networking and collaboration. Attend industry events, cultivate relationships with vendors, venues, and other event professionals. This is my favourite thing to do – networking and collaborating, as it opened many doors to new opportunities for us and our future!
Pellegrino Events is renowned for its ‘quality over quantity’ approach. How did you navigate early challenges like client acquisition and brand differentiation in Toronto’s saturated event market?
Niching down can be a powerful differentiator. We started to focus on a specific type of event, like smaller weddings, corporate events for tech startups, or proposal packages. This allowed us to become an expert and attract a more targeted clientele. Secondly, building a strong network is crucial. Connecting with vendors, venues, and other industry professionals, both online and offline, to create a supportive ecosystem and access valuable resources.
Your 2025 Canadian Choice Award win recognized excellence in event services. How has this accolade impacted your business, and what does it mean for aspiring entrepreneurs seeking industry validation?
Winning the 2025 Canadian Choice Award for the Top Event and Planning Services in Toronto was a great accomplishment for our business. The award served as a powerful validation of our commitment to quality and innovation. It significantly boosted our brand reputation and solidified our position as a leader in the competitive event planning industry.
For aspiring entrepreneurs in the event industry, this serves as an example of striving for excellence and the tangible benefits that come with it. A prestigious award like the Canadian Choice not only provides immediate credibility but also opens doors to new partnerships, talent acquisition, and ultimately, sustainable growth. It demonstrates that focusing on client satisfaction and delivering exceptional experiences is the key to not just surviving, but thriving and gaining recognition in a challenging market.
Your ‘micro event’ model allows bookings to ensure a personalized service. How does this strategy align with evolving client expectations in an event landscape?”
Our model prioritizes each booking through tailored, personalized planning aligning with the evolving client expectations. Clients are increasingly valuing experiences over things, seeking deeper connections, and prioritizing exclusivity. By capping events and focusing on intimate bespoke offerings, we cater to the demand and allow for more curated events where individual needs are met. The Pellegrino Events team provides more of a personalized approach fostering a stronger sense of connection and offering more meaningful planned events. The ability of this model empowers clients, giving them control and customization, ultimately leading to greater satisfaction and loyalty.
What habit or mindset shift has been most critical to your success, and what would you tell your younger self about entrepreneurship?
The most critical mindset shift for my success has been embracing a growth mindset and consistently viewing failures as learning opportunities. Early on, setbacks felt devastating and personal, but cultivating the belief that my abilities could be developed through dedication and hard work transformed my approach. Now, we see these setbacks as a valuable feedback loop that informs future decisions and strategies. I constantly seek out ways to improve, experiment with new ideas, and push myself beyond my comfort zone.
If I could speak to my younger, aspiring entrepreneur self, I’d say this: “Don’t be afraid to take risks, but ensure they are calculated. Passion is essential, but it’s not enough. Build a strong network, listen actively to your customers, and be prepared to pivot quickly. Above all, remember that entrepreneurship is a marathon, not a sprint. There will be incredibly challenging times, and you will doubt yourself, but resilience, perseverance, and a relentless focus on your vision will ultimately determine your success. And lastly, take care of yourself – burnout is a real threat, and your well-being is paramount to sustained achievement.”
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