Connect With Us (310) 809-0235
Meet Beena Patel | Principal Event Designer and Producer, CEO and Founder, SideDoor Events
May 21, 2025

We had the good fortune of connecting with Beena Patel and we’ve shared our conversation below.
Hi Beena, what was your thought process behind starting your own business?
My career in Event Planning and Production fell into my lap. It started when i was in college working for the chamber of commerce back home in Florida. After moving to California in 2023, I landed in a position at a REIT company that allowed me to still create fun events on the side, along with my primary role as a financial assistant and accountant. But soon i realized that field was not meant for me. Fast forward to 2007, I was contacted by a recruiter for an event position at Lexus. That was perfect! I learned a lot and worked for Lexus and Toyota Financial Services for almost 10 years. Throughout my time there, I started my own company, a hobby at first—helping local non-profits with their events. But then, Toyota announced they were moving to Texas. So the options were to find a new job in LA or continue with my company and try to make a living; moving to Texas was not an option for my family. My children were very young then, and the plan was always to go part-time once my eldest reached middle school. So I took a chance and ventured out on my own. Luckily, i had help from friends and their colleagues spreading the word and hiring me for various events. It turned out to be the best decision not only for me but for my family. For myself and my husband, one of us needed to have a flexible schedule so that the kids always had one of us around for all the school functions and sporting needs.


What should our readers know about your business?
At SideDoor Events, what sets us apart is our ability to turn moments into lasting memories. We don’t just produce events—we design experiences that feel personal, meaningful, and unforgettable. Whether it’s a corporate gathering, wedding, or creative launch, our work reflects a deep understanding of our clients’ visions and the story they want to tell.
We’re most proud of the trust we’ve built—both with clients and within our team. It’s not just about creating beautiful spaces or seamless productions (though we do that, too); it’s about making people feel something. That emotional connection is at the heart of everything we do.
Getting to where we are today wasn’t easy. Like many small businesses, we faced growing pains, financial uncertainty, and the curveballs that come with managing a creative service in a fast-paced world. But we learned to adapt, stay scrappy, and always return to our “why.” Every setback became a chance to sharpen our vision and values.
One of the biggest lessons we’ve learned is that relationships matter more than anything. Our success has come from listening deeply, collaborating openly, and showing up with integrity—no matter the size of the event or the scope of the challenge.
We want the world to know that SideDoor Events exists to create spaces where connection, creativity, and celebration come together. We’re not in this just to plan parties—we’re here to make magic that lasts far beyond the event itself.


If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
First, this trip would be all about good food, great energy, and soaking in everything that makes SoCal special: beachy mornings, sunset dinners, creative pockets of the city, and a little magic in between.
Day 1: Welcome to the South Bay
As soon as they landed, we’d drive straight to The Strand House in Manhattan Beach for brunch with a view—ocean air and a glass of something bubbly always set the tone. Then we’d stroll the pier, maybe poke into some boutiques, or grab a coffee at Verve. Of course, it was a vacation, so we’d definitely take a little nap to get us through the rest of our day.
Later, we’d cruise back to Hermosa Beach, walk the strand, and end the day with delicious Sushi at Sugarfish or Izaka-Ya in Manhattan Beach. If we’re still feeling social, we’d grab a fun drink at the X Speakeasy inside Slay and listen to music—super local, low-key, and fun.
Day 2: Beach Day + Hidden Gems
We’d kick things off with coffee and a breakfast sandwich from Phanny’s, then head to Torrance Beach—a little more tucked away, way less crowded, and the perfect spot to be. Maybe rent bikes or lie in the sun and talk for hours.
Dinner would be at Love & Salt in Manhattan Beach—always creative, always delicious. And if we want to keep the night going, we’d grab a nightcap at the Shade Hotel rooftop.
Day 3: LA Day
We’d hit the road early and head into LA for an arts + culture day. Brunch at Republique (because, duh), explore The Broad, or wander around the Arts District. I’d take them to Grand Central Market for a snack or to people-watch.
If we’re in the mood for a show, we’d catch something at the Hollywood Bowl—always something interesting. If not, just a sunset moment at Griffith Park and tacos from Tacos Tu Madre on the way home.
Day 4: Recharge Day
This one’s for us to slow down. We’d sleep in, maybe do a yoga class at SoHo Yoga, then grab brunch at The Rockefeller in Hermosa—because bottomless mimosas and crispy potatoes are therapy.
The afternoon? Spa time at Terranea or chilling in the sun with a glass of wine. Dinner would be cozy and creative at Barsha—one of my favorite local spots that always feels like a hidden gem.
Day 5: OC Road Trip
We’d do a day down the coast—maybe start in Laguna Beach, wander the art galleries, have brunch at Zinc Café, and hang out at Victoria Beach (yes, the one with the castle). Sunset drinks at Skyloft or The Deck, then dinner at Broadway by Amar Santana—worth the drive and the splurge.
On the way back, stop in Newport for dessert or drive along PCH with music up and windows down.
Day 6: Something Personal
This would be our day to do something meaningful—maybe shop the Redondo farmers market in the morning, grab coffee from Little King, and set up a sweet little backyard picnic with candles, wine, snacks, and a good playlist. We could even invite friends to make it a whole vibe.
These moments feel like SideDoor to me—simple, beautiful, intentional.
Day 7: The Goodbye
We’d keep it easy—walk on the pier, brunch at Decadence, soak up that last bit of beach energy. Probably squeeze in a few laughs, a few “don’t go” moments, and then I’d drive them to LAX with sand still in the car and a whole week’s worth of stories.
What are some of my favorite spots and people in the area?
The chefs at Fishing with Dynamite and Barsha are doing amazing things with flavor and style. The calm energy of Terranea. The little boutiques in Manhattan and Hermosa. And honestly, the beach—it never gets old.
This is the version of SoCal I love to show people. It’s not just palm trees and sunshine (though yes, there’s that too). It’s thoughtful, creative, full of heart—precisely the kind of experience I try to create in my work.


Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband and my best friend, Sandeep Patel. Without his support from the beginning, I don’t think i would have started my company. Even the name came from him! As my life partner, he was and still is my number one fan, but it takes a village. My village was large! My in-laws, Gita and Kirit Patel, were a HUGE help from when my kids were born, and they still are. They always supported my corporate career, as well as venturing out on my own and taking this big risk. I am genuinely thankful for them and all they do for our family, we are one family, they are my parents as much as they are my husband’s, and i will always treat them as i do my own biological parents.
A shout-out is not enough for all the support they have given me. Supporting the kids when they needed, stepping in when i had to travel, going to games and practices to show the kids they are always there for them and for me.
Website: https://sidedoorevents.com
Instagram: @sidedoorevents
Linkedin: https://www.linkedin.com/in/beena-patel-97798917/
Facebook: https://www.facebook.com/sidedoorevents














Image Credits
BreakThru Media Group