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Stacey Brimson

hello@chapter21events.com.au

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Freelance Senior Event Manager | Complex Event Delivery, Operations & Stakeholder Management. Based in Perth, supporting clients nationally.

Hi, I'm Stacey, founder of Chapter21 Events. I'm

Hi, I'm Stacey, founder of Chapter21 Events.

I'm originally from the UK, which is where my career in events began. I've been lucky enough to build a career that has taken me around the world. I'm a cat person, have a wonderful husband, two feral kids and a passion for a good glass of wine.

People often ask where the name Chapter21 came from. Here's the story...

For the last 10 years I worked for the same company. It was the only company I'd worked for in Australia. It was safe, familiar and somewhere I genuinely loved working. I had no plans to leave. Then a restructure happened.

Suddenly, I found myself saying goodbye to a place that had been such a huge part of my career. It felt like the end of an era... or, as it turns out, the end of a chapter.

By pure coincidence, a new chapter began after 21 years in the events industry. It almost felt like fate because 21 has always followed me around.
I was born on the 21st. So were both my mum and my dad. And, completely randomly, when I was 14 my guinea pig gave birth on the 21st. (That's 100% true!) So it's become a lucky number in our family. (Mum even has 21 tattooed on her wrist.)

So when it came to naming my business, there really wasn't any other choice. Chapter21 had already chosen itself.

I launched Chapter21 in December last year and, if I'm honest, I had no idea what to expect. Work took off immediately... literally within days of leaving my job. Since then, I've been incredibly fortunate to work with some amazing clients and fill my calendar with events and projects well into the new year.

Now, ten months in, it feels like the right time to share a bit more about who I am, how I got here and the experiences that have shaped me throughout my career as an Event Manager.

So over the coming weeks, I'm taking you back to where it all began with a series I'm calling...

21 Years. 21 Stories.

Some will make you laugh and some you won't believe, because they are utter madness and I still can't believe it happened to me.

I hope you'll enjoy following along.

Coming soon...Story 1: "You should be a party planner!"

October is looking like a big month for delivery,

October is looking like a big month for delivery, planning ahead and one very long run!

• Marathon time is finally here. After months of training, I’ll be taking on the Perth Marathon on Sunday 11 October. 42.2km and another big running goal for 2026 ready to be ticked off.

• Delivery is going to be busy, with 6 conferences, 6 roundtables and 3 sponsorship events taking place this month. I won’t be on the ground for all of them, but I do need to be across every one and make sure the teams delivering are fully briefed and ready to go.

• Monday.com is another new platform I’m getting stuck into. I’m building out a master project plan that a client can continue to use for their future event planning once my contract wraps up. I love leaving clients with systems and processes that make things easier long after I’ve finished.

• Venue Research is taking me from Christmas functions through to client events for 2027. Lots of researching, comparing and finding spaces that fit the brief, the audience and the experience we’re trying to create.

A few weeks ago I was lucky to be invited to accom

A few weeks ago I was lucky to be invited to accompany @shiningevents.support to the @variety_wa ball.

I had the chance to learn more about the important work Variety WA does to help ensure all children have the opportunity to be included. It was also great to see the first event in their three-year roadmap come to life, with an epic theme to kick things off.

Thank you also to @avpartners for hosting the table at @westinperth

September is about supporting clients, getting cre

September is about supporting clients, getting creative and starting to look ahead to next year 😱.

• Exhibitions support is a big focus this month. I’m supporting a client to ensure they maximise their sponsorship presence at events, making sure branding is in place, presentations are ready on time and creating activations that draw people in, start conversations and make the experience memorable.

• Kbug’s are keeping me busy behind the scenes, with plenty of time spent preparing documentation before teams head out to events. There’s a lot that goes into making sure the team has everything they need before they arrive onsite.

• Platform development for a client is an ongoing project that I am loving, supporting a client with their custom built member platform. I’m working closely with the platform builder, leading the feature and functionality requirements and making sure the platform works for the members who will actually be using it.

• 2027 is already starting to creep onto the radar, with the first enquiries for next year coming in. It’s really exciting to see the pipeline building, and with the year flying by, it looks like the work isn’t going to slow down any time soon!

Project snapshot… Project: A 26-person curated di

Project snapshot…

Project:
A 26-person curated dining experience, bringing together hand-picked clients for a four-course menu at @ascuaperth, paired with wines from @domainenaturaliste. The evening featured a specially curated menu by @intercontinentalperth Director of Food and Beverage, Andrew McGie, with sommelier Roni from @offthevinedist and winemaker Bruce Dukes from Domaine Naturaliste guiding guests through the wines. Videography by @icebergmediaau.

Purpose:
To facilitate meaningful introductions, strengthen relationships and create opportunities for future business referrals.

Scope:
A carefully curated dining experience designed specifically around the client’s members and their guests, bringing together the right people, food, wine and conversation.

Outcome:
A dinner with purpose. Great conversations, incredible food and a journey through some exceptional wine.

#freelanceeventmanager #eventprofessionals #curatedexperiences #perthevents #eventmanagement

August is all about momentum, delivery and making

August is all about momentum, delivery and making plans become reality.

• Planning is a major focus this month, with 13 events in various stages of development between now and December. Keeping every project moving while staying ahead of the details is the challenge I'm enjoying.

• Delivery is here. The first major event for one of my clients takes place this month, bringing together members and their guests for an intimate, high touch experience. Every detail has been carefully considered to create something truly memorable, not just another event.

• Cvent is a new platform I am working in and adding to my toolkit. I'm enjoying learning another event technology platform and expanding the capabilities I can offer clients.

• Momentum feels like the right word for August. After months of building relationships and having conversations, it's rewarding to see so many opportunities becoming confirmed projects and looking ahead to a busy finish to the year.

Thanks to @karenteong and the team at @pcec for th

Thanks to @karenteong and the team at @pcec for the invitation to Unite Against MND at Moulin Rouge on the weekend.

It’s been a long time since I’ve had an excuse to get dressed up for a charity event! It was a great evening and a wonderful opportunity to learn more about the important work @mndawa_ does to support people living with motor neurone disease and their families.

And shout out to @phenomenon_events for the styling! ❤️‍🔥

Hello 6am and good morning Western Sydney! Confere

Hello 6am and good morning Western Sydney! Conference and exhibition booth here I come.

July is shaping up to be a busy one, with some exc

July is shaping up to be a busy one, with some exciting projects kicking off and plenty to look forward to.

• Travel takes me to Sydney mid July, where I’ll be supporting a client as they sponsor a cybersecurity conference.

• Currently planning a five state national roadshow. It’s a constant game of calendar Tetris, balancing venues and timelines to make every event fit together seamlessly.

• Curating comes to life this month, with registrations opening for an exclusive member and client experience I designed earlier this year. Every detail matters, from the atmosphere and service to the food and networking opportunities. The aim is to create an experience that guests remember long after the event is over.

• Stova is back in my world. After living and breathing the platform during my time at PwC, it’s been surprisingly easy to pick it up again. I’m now providing support on a 600 person conference later this year, and I’m glad my brain hasn’t forgotten the platform skills I need on this one!

Project snapshot… Project: A three-day, two-night

Project snapshot…

Project:
A three-day, two-night unconference in the Hunter Valley, comprising five back-to-back events. Designed to challenge the traditional conference format, attendees could build their own experience through participant-led sessions, breakfast raves, sound baths, First Nations teachings, ice baths and some truly exceptional keynote speakers.

Purpose:
To energise and inspire mid-level leaders, creating space for personal growth, new ideas and meaningful connections.

Scope:
Oversight of the registration build, management of the travel provider, attendee support for 6,000 guests travelling from across Australia, transfer and flight logistics, and on-the-ground delivery across four of the five events (yes, there was a lot of of air miles involved!).

Outcome:
An unforgettable experience that redefined what a conference could look like, giving attendees the freedom to shape their own adventure and return energised, inspired and connected.

Holiday mode is over and I’m ready for a busy June

Holiday mode is over and I’m ready for a busy June!

• A call from a former colleague last month looking for immediate support on a roadshow has turned into an extended opportunity through June.

• I’m starting the month with delivering two events for two different clients. My favourite part of the job - so a rewarding way to kick off of June!

• As part of my role as Operations Lead for a premium BD client, I’m looking forward to helping launch two new business development teams for them in Perth this month.

• June means EOFY preparations. Time to get the finances organised, review the numbers and set up for a strong start to the new financial year.

Today was my last day at @rslwa after coming onboa

Today was my last day at @rslwa after coming onboard for a 5 month contract as an Events Officer, supporting the delivery of the Anzac Day March through the Perth CBD.

A big jump from my decade of corporate events, which bought new learnings, new challenges and gave me a new perspective to event planning and delivery, which I’m grateful to add to my toolkit!

The downside I’ve discovered to freelancing is having to say goodbye when you’re enjoying the role, surrounded by a great team culture and passionate about the work that the company is doing. (The river views from the office didn’t hurt either).

Role on 2027 planning and hopefully the opportunity to come back on board again!

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