Town Social Events is a full-service event-planning company based in Southern California. Before starting her own firm in 2013, owner Jessica Lococo worked for an event production company producing high-profile parties. She graduated from Notre Dame Academy High School in Los Angeles and Sonoma State University in Rohnert Park, California.
Tell us the importance of practicing the Golden Rule in business.
“Great event planning is understanding that the event is not about me—it’s all about my client and delivering the best experience to them. I treat my clients with love, respect and gratitude—like the VIP they are. I also treat my team and vendors with the utmost respect.”
Is risk-taking usually worth the reward?
“In short, yes! Starting a business in itself is a risk. Money, time and my reputation were all at risk when I began Town Social. But in taking that risk, my ultimate goal was defined clearly. Blind trust, confidence in the unknown and knowing that success is never guaranteed have been the fuel to my hustle. I try to do something every day that scares me and gets me out of my comfort zone in business, and the reward has been incredible: I get to do what I love in creating epic events.”
How has having a mentor influenced your professional success?
“My mentor in starting Town Social was my best friend, Steven. He started his first company when we were just 15. He gave me the confidence that I could do it. Through his trial and errors in his businesses through the years, he was able to guide me with knowledge, valuable advice, feedback, encouragement and support. He challenged me and kept me motivated. I was able to grow and Town Social was able to grow because of the impact of Steven’s mentorship.”
What charitable projects do you support?
“I am honored to be involved with the local nonprofit Grades of Green, which was started in Manhattan Beach 10 years ago by four passionate mothers. I love Grades of Green’s work because they inspire and empower kids to care for the environment with activities like advocating for a citywide ban on single-use plastics and a statewide resolution to encourage cars not to idle outside schools, and starting schoolwide water conservation and waste reduction programs.”