Who We Are

We Create Memories That Last a Lifetime through Our Event Planning and Production Services

We host more than corporate events. We do it all – from events that entertain clients to weddings and charity fundraisers. We’re different from your run of the mill event planning companies. Our team of event planners spans a vast range of professionals – from project managers and florist to DJs and engineers.

Count on our team to marry the latest in event planning technology – everything from CRM platforms to email engagement and marketing, and project planning tools.

It works! Your guests will say good things about the events we plan for you months after they have been hosted. We know that people like to see artsy things, be kept in a good mood, and be surrounded by a great ambiance when they attend events, and we include all of these factors in our events.

Your guests will feel like they are living in the moment at your events. They will connect with your company and brands on a deep, emotional, and personal level. These are the three essential ingredients that drive sales and create a positive image for your company.

We use our tools to predict the general flow of your events and to anticipate what could go right and wrong when we conceptualize your event. Of course, we make contingency plans to be ready for the things that could go wrong.

Our teams don’t rest until and unless your guests have a great impression of your company and understand that your company is the best and most knowledgeable in the industry. A positive and indirect result of that is that they will trust your brands and be more than eager to make immediate purchases.

Everything we use – from the props and accessories to the music and seating arrangements is tailored to your event and is designed to integrate seamlessly to align with its mood, goals, and ambiance.

Our fascinating beginning

It started many moons ago with our founder, Beena Patel. She had a vision and a passion for helping people make their dreams come true. That’s why Beena started SideDoor Events. She didn’t just want to host events for clients – any event planning company under the sun can easily do that.

Instead, she wanted to offer compassionate event planning services that showed her clients that her and her staff genuinely cared about their needs, businesses, and brands. That’s why she did things differently and used a unique approach when planning events.

Beena and her team began by making it a policy to start by choosing a venue that reflected the true personality, mood, tone, and theme of both the event and the company that was holding the event. Then, they used the latest tools to conceptualize, design, and design the events so that they proceed seamlessly and did nothing but impress all attendees.

Beena wanted to help companies use events as another method of marketing their brands to a wider audience effectively and at lower prices. And it worked. Now, SideDoor Events is constantly talked about by the media and who’s who in the professional world precisely because they integrate sophisticated technological tools with tried and true planning approaches and concepts for unbelievably seamless events.

Beena P.

Principal Planner and Designer

After 9 years at Toyota, in 2004, Beena Patel opened SideDoor Events in Redondo Beach, CA. For the last 20 years, SideDoor Events has helped organizations successfully create well thought-through, executable and meaningful corporate events, parties and concerts.

SideDoor Events is well-known in the industry to bring ideas, resources and know-how to produce remarkable brand experiences. Ms. Patel wants to be your “secret weapon” and is available in the creation, planning and production of your in-person or virtual conferences, marketing events & sport’s activation. In addition to running a 100% minority-owned business, Ms. Patel has been married for 16 years, actively participates in the South Bay community events and has two children in the Redondo Beach Unified School District.

Irene A.

Principal Designer

Presenting Trailblazing woman Irene Asturias has an incredible 20-year legacy and is committed to creating unique international experiences. Irene creates memorable experiences rather than just organizing events. She redefines event quality, bringing creativity, innovation, and an unrelenting dedication to customer pleasure to her luxury gatherings expertise.

Events become distinctive representations of your vision when Irene’s touch is applied, whether they are little get-togethers or large festivities. Not only is she an expert in her field, but her committed team works together in a synergistic way that sets her apart. Collectively, they seamlessly blend creativity into every event. Irene’s position as a dependable head of high-end event production is a shining example of refinement, inventiveness, and victorious success thanks to her track record of consistently realizing ambitions.

Alfredo G.

Director of Technology

Alfredo Apolinar, our experienced Director of Technology with a diverse experience in hospitality technology and entertainment from SideDoor Events. With 15 years focused on creating unforgettable moments in the hospitality industry, Alfredo’s success guarantees smooth and lasting events for our customers. As a holder of Bachelor’s degree in Computer Science, his analytical thinking and creative problem-solving demonstrates the duality that makes him equally fit for hospitality as for technology.

Besides his professional capacity, Alfredo is an experienced seasonal DJ and audio specialist with over 20 years in the field of creating vibrant entertaining moods for every occasion. Grown from his anchor in family values and community commitments, Alfredo is not only a technology whiz but an all-round advocate of SideDoor Events’ colorful fabric.

Jamie O.

Director of Floral Design

Introducing Jamie Milan, Director of Floral Design and a self-taught expert floral designer possessing more than 15 years experience. Jamie is an expert in creating living embodiments of grace and refinement, which he does by arranging flowers. It serves as a testament of the creativity, precision and deep understanding of flower language that his versatile portfolio provides.

With the orchestration of high profile splendid events across America, Jamie has now gained an extensive network with trustworthy professionals involved in fantastic flower arrangements to ensure a flawless floral finish. Whether it’s an intimate gathering or a grand celebration, Jamie Milan adds botanical artistry to SideDoor Events and creates exceptional ambiences for unforgettable moments.

Selvin L.

Director of Logistics and Custom Build

Our Director of Logistics and Custom Build with SideDoor Events is Selvin Lopez, an experienced high-performer holding more than 15 years in operations management; leadership training along other assets certifying him a proficient leader. Selvin is known for high work ethic and loyalty, working towards implementation of strong methods to streamline operations thus improve accuracy and efficiency. Since 2020, as the Chief Operation Manager he manages daily operations including logistics merchandise scheduling payroll and accounting to provide a first-rate customer experience.

SideDoor Events is fortunate to have Selvin on board because of his work ethic and dedication towards community service. With many years of experience in budget and payroll management, as well as sales, Selvin is a significant contributor to the success of events.