Amy Sieffert and Goodstock Production:s A Passion for Event Planning

“You don’t know what you don’t know” is just one of the many kind and empathetic observations made by Amy Sieffert, owner and CEO of the event planning powerhouse Goodstock Productions.

Amy says people often find themselves in deep water when it comes to event planning. “It’s kind of unfathomable for someone who hasn’t done it before, just the sheer scale of what goes into getting an event off the ground,” she said. “Yes, one can plan their own event, but at what cost?”

Keeping an eye on costs, in fact, is just one of the numerous advantages of having the Goodstock team vetting vendors, reviewing contracts and looking after the event budget. “We know what red flags to look for. We know what things cost and what they shouldn’t. And we have an extensive list of preferred vendors. We know where to allocate the budget and where to conserve,” Amy elaborated. “It’s not cutting corners, it’s using your money more effectively, and there are endless ways to do that.” It’s a skillset she began honing even before she started Goodstock Productions in 2014, when her career was visual merchandising and retail management.

Varied Portfolio
As one would expect, a large percentage of their business is weddings, but Goodstock Productions also produces events all over California for nonprofit organizations such as fundraising dinners and the recent Stockton Flavor Fest held by Visit Stockton. From surprise parties and anniversary celebrations to business events, Amy and her seven employees are a methodically organized team and take pride in ensuring the success of every event, saving their clients time and a lot of stress by overseeing “a million moving parts. It’s more than just food, music and drinks,” she shared.

“We can make anything happen. The only limitations are time, space, budget and venue requirements.” After witnessing Goodstock Productions’ quality work, numerous venues have approached Amy saying her level of service is different and adding Goodstock Productions to their list of preferred event planners.

Team Works
That sort of recognition is high praise indeed, but Amy is quick to credit her diverse and talented team. In addition to being extraordinarily gifted at planning and organizing, each person at Goodstock brings a multi-faceted background that translates well to the event planning process. Prescilla Fajardo, for example, is, among other things, an experienced florist, musician, fiber artist and is knowledgeable about photography. “As a lead planner skilled in a variety of arts, Prescilla brings those things to the design process when envisioning events.” Amy said.

“Another lead planner, Anna Shannon, has a catering background. This, as well as my own background in fashion merchandising and management, has given both of us a global approach to projects. Each person on my team is able to see a project from a different perspective, which then coalesces in the final execution in both a practical sense and an aesthetic one,” she explained.

Creating the Magic
For Amy, event planning is not just a job, it’s her passion. From alleviating clients’ stress and anxiety to establishing timelines and coordinating with vendors, she thrives on delivering seamless events that represent the people being celebrated. She has found that when clients first consult with the Goodstock Productions team, they are often torn between over-the-top images they’ve seen on social media and their own desires for the event.

“There is an immediate sense of relief when we help them organize their vision in ways they never dreamed possible to create the experience they want. We know all of the tricks,” Amy confided. “We never talk our clients into things which don’t speak to them. Rather, we help them zero in on their goals, values, personality and priorities. Whatever the event, it’s more than just a pretty picture; it’s an overall feeling and an immersive experience for all of the guests.”

She concluded, “I want our clients to be celebrated for who they are and how they are unique. And I think, in general, that’s how everyone should be treated.”

Learn more about Amy Sieffert and her team at goodstockca.com.