Meet Ian Jose Ramirez
What is your job title?
Co-Owner of Madera Estates
Chief Helper at Venue Help Desk
How would you describe your company & what you do in one sentence to a wedding venue?
Madera Estates is an award-winning Spanish- and European-inspired wedding and event venue located in Conroe, TX. The architecturally stunning beauty that is Madera Estates takes inspiration and visions from the historic town of San Miguel de Allende, Mexico, an artist’s haven and UNESCO World Heritage Site. In my role as a wedding venue owner, I manage daily operations, including overseeing sales and wedding coordination teams, ensuring top-tier customer service, financial reviews, and championing the business's mission and vision.
How many years have you been involved with the wedding and event industry?
Although Madera Estates has a rich 11-year history, my personal journey in this industry spans nearly seven years. Initially, I served as the Venue Director at the establishment before taking on the role of a business partner three years ago.
How did you get started working in the event industry?
Almost serendipitously, I found my way into the event industry, courtesy of Madera Estates, a venture initiated by my parents, Kim and Larry Austin, 11 years ago. My journey began as a globetrotting opera singer, performing from Portland, Oregon to Stuttgart, Germany.
During the intervals between my musical engagements, I found myself drawn to assist our family's wedding business, and it was an instant infatuation. Each wedding felt akin to a mini-opera production, and thus, nearly seven years down the road, I proudly stand having helped facilitate over 500 weddings.
Why do you love working with venues specifically?
Collaborating with fellow venues holds a special place in my heart because I empathize with the challenges they face, having walked the same path. As a mentor and educator, I find great joy in sharing my insights and fostering a genuine sense of unity within our industry.
What is a common mistake venues make in regard to your area of expertise?
A common mistake venues make in the realm of my expertise, which includes emotional intelligence, building emotional connections during the sales process, and employing experiential marketing techniques, is overlooking the immense potential of harnessing emotional resonance to create memorable and winning experiences that build the foundation for an easy yes.
Many venues tend to focus solely on the technical skills of sales and marketing, neglecting the profound impact that understanding and harnessing the emotions of their prospects can have in elevating their overall success.
Where do you see the greatest opportunity for venues to improve?
In an era where unforeseen challenges and uncertainties can cast a shadow over even the most meticulously planned weddings, the foremost opportunity for wedding venues to elevate their offerings lies in safety and risk mitigation. Ensuring the well-being of couples, their guests, and the smooth execution of every event has never been more critical.
By prioritizing robust safety measures and comprehensive emergency preparedness, venues not only provide a secure environment but also inspire confidence in couples seeking a sanctuary for their special day. This commitment to safety not only safeguards the cherished moments of love and celebration but also reaffirms the wedding venue's position as a trusted partner, dedicated to creating memorable and worry-free experiences for all.
What kind of challenges do you think venues have that other wedding pros don’t experience?
Wedding venues grapple with a unique set of hurdles that differentiate them from other wedding professionals. An especially prominent challenge they confront is shouldering accountability for any complications stemming from vendors participating in an event, thrusting venues into a demanding role of responsibility for aspects often beyond their direct influence.
When vendors underperform, it inevitably may tarnish the venue's reputation, as guests may erroneously perceive them as part of the venue's team. This underscores the significance of cultivating preferred vendor lists and elevating industry standards to mitigate such misconceptions and ensure the flawless execution of events.
If you could wave a magic wand over our industry, what would you change and why?
If I had the magical power to reshape the wedding and event industry, I would challenge the long-held concept that "the customer is always right." While valuing customer feedback and satisfaction is crucial, this perspective often fails to consider the intricacies and expertise that professionals bring to the table. I would advocate for a more balanced approach, one that respects the expertise of industry professionals and fosters a collaborative partnership with clients.
By doing so, we can encourage open communication, shared decision-making, and a mutual understanding of each party's roles and responsibilities. This shift would create an environment where clients' desires are thoughtfully considered, but where the collective expertise of industry professionals is also valued, ultimately leading to more harmonious and successful events.
What was the wisest advice you received from a mentor?
The most invaluable piece of wisdom I ever received from an advisor was the sage counsel to "focus on your little piece of green." This profound guidance underscores the significance of concentrating one's own efforts, energy, and resources on the areas within their control and influence.
It reminds us that success often begins with nurturing and tending to the aspects of our lives or businesses that are closest to us, rather than becoming overwhelmed by trying to tackle everything at once or mimic the competition. By nurturing our "little piece of green," we can cultivate it to its fullest potential, achieving excellence and fulfillment in our endeavors.
This advice serves as a reminder to prioritize, excel in our chosen paths, and find contentment and growth in our own unique spaces.
We are building a library of business books that every venue should read. Which one would you suggest?
I’ve got two for you:
Never Split the Difference by Chris Voss, Sales EQ by Jeb Blount
Shut Up and Sell More Weddings & Events by Alan Berg
What 3 educators/coaches would you invite to your fantasy dinner party?
Kaleigh Wiese because she is just fun to be around; Simon Sinek because the man is filled with wisdom; and Alan Berg so we can entertain everyone – he’ll play the piano and I will sing!
What one piece of business advice would you have given yourself 10 years ago?
If I could reach back in time and offer a piece of advice to my younger self a decade ago, it would resoundingly encourage me to embrace authenticity and dare to make bold choices. Ten years ago, I may have been more inclined to conform or second-guess myself, but I would remind myself that the truest path to personal growth and fulfillment lies in staying true to my authentic self.
It's the audacious decisions, the risks taken, and the willingness to step outside of my comfort zone that led to the most profound discoveries and meaningful experiences. This counsel would serve as a reminder that the journey of self-discovery is a courageous one and that embracing my uniqueness and making bold choices would ultimately propel me toward a life of genuine happiness and achievement. Carpe Diem!
Share with us one venue that you’ve worked with that is killing it in a specific area and share their level up.
Through my strategic insights, 7F Lodge & Events has achieved remarkable success in building emotional and personal connections with prospective clients before, during, and after their venue tours. Their results have been incredible, with a significant increase in bookings, but even more importantly, they have fostered deep and enduring relationships with couples throughout the entirety of their wedding planning journey.
These transformative strategies have elevated the way they approach every interaction, ensuring that each moment is not just transactional but rather a profoundly meaningful and memorable experience for all involved.
