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#075: Making Catering & Events Your Business – Picnic People

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Lisa Richards – Picnic People – @PicnicPeopleSD – San Diego, CA

Podcast recorded live above the butcher shop at Valley Farm Market in Spring Valley, California.

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  • Lisa Richards is the founder and CEO of Picnic People in San Diego. Combining her passion for sales and marketing, Lisa uses her creative big-picture focus to put on dream events for her clients.
  • Since 1984, Lisa and the Picnic People have hosted over 20,000 events that bring people together with imaginative entertainment and unique memories.
  • Lisa describes how she used her ability to explain an experience to land her first event with no prior training in sales or event management.
  • Lisa built value in Picnic People by providing all the entertainment and food preparation in-house to give her more control of the overall experience.
  • When things go wrong: How Lisa, Derek and Shawn respond to clients and events that don’t go well.

Links Mentioned in this Episode:

Picnic People

Website –

Twitter –

Instagram –

Facebook –

Pinterest –


Urban Solace –

Koll Construction –

Catersource –

Traeger Grills –

Southern Pride –

Southern California Edison –

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Shareable Quotes:

  • “Growth is such a great thing but it could bite you in the ass if you’re not doing things right. {10:16} – Derek Marso
  • “We’re in the mobile, off-premise catering business. I take my food, my kitchen, my staff and I go anywhere and throw a party.” {17:46} – Lisa Richards
  • “There are resources out there but you have to be willing to ask.” {21:13} – Shawn Walchef
  • “I would invest in very good catering software. Find software that is on the market that can run your business top to bottom. {42:15} – Lisa Richards
  • “This industry is brutal, ruthless and so rewarding… It’s such a joy.” {44:32} – Lisa Richards

Get in Touch:

Email the Show:

Shawn P. Walchef – @shawnpwalchef  on Twitter

Derek Marso – @marsoderek on Twitter

Cory Wagner – @iamcorywagner on Twitter

Bryan Abou Chacra – @kinglordbryan on Twitter

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Behind The Smoke Media

Valley Farm Market – 9040 Campo Road, Spring Valley, CA 91977

Cali Comfort BBQ – 8910 Troy Street, Spring Valley, CA 91977

Honorable Mentions & BBQ Business Resources:

9th Annual Spring Valley Tailgate & BBQ Festival  


West Coast BBQ Movement News

BBQ Pits & Grills used at Cali Comfort BBQ & Valley Farm Market

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Design & Strategy – Ricoy Creative  

Podcast Jingle – Jet West Band

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About the author, Bryan Abou Chacra

Passionate about all aspects of media production with over 15 years experience.

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