The Academy of Special Event Professionals (ASEP) was created in response to the special event industry’s need for both online and customized training. It was originally founded as Beverly Clark Hospitality Training, which has been serving and training the industry for 12 years now. Beverly Clark helped launch the entire wedding business industry boom with her wedding planning books and wedding accessories and then answered the call of wedding businesses as a solution to wedding marketing with the advent of the Internet many years ago. Over the years, the Beverly Clark name spread internationally in the wedding business community as it continued to become a resource to wedding professionals world-wide. The Academy now reaches beyond the “hospitality industry” to all facets of the entire special event industry. What makes ASEP unique is that all of the education and content was and is created by event professionals for event professionals, and is continually kept current, as our industry changes daily.
The Academy currently offers a very well-known, online, Wedding Professional Certification Course; both live and recorded webinars on lots of different topics, all designed to help industry professionals increase their marketing and sales expertise; we do on-site consultation to work directly with our clients to write marketing plans and also have well-known industry speakers that speak at events both nationally and internationally.
The education contained in the ASEP library can satisfy all levels of expertise in the industry – we have had one year professionals as well as 20 year veterans take our courses and also the certification course and everyone comes away with valuable information.
Our webinars appeal to every vendor type in the industry and are specifically designed to do that. Our Wedding Professional Certification course was designed with a venue’s Catering Director in mind, but we also have every vendor type taking the course, as it appeals to everyone.
Our clientele is international – from Mexico to the Caribbean to Hawaii and all over the United States, we have worked with Pueblo Bonito, Iberostar, AM Resorts, Hyatt, Marriott, Waldorf Astoria, Eagle Golf, Century Golf, Arnold Palmer Golf management, ClubCorp, Trump National properties – almost every major hotel and resort group as well as the private club industry.
About Lynne LaFond DeLuca
Lynne earned her Bachelor’s Degree in Business Management from Cal State University Long Beach and began her hospitality career in the hotel industry. She worked her way up through the ranks and eventually became the youngest General Manager of a hotel at the time in Beverly Hills, California. Lynne then moved into the Private Club Industry with ClubCorp, Inc. in 1992 as the Private Event Director at Braemar Country Club in Tarzana, California. After several years, she was promoted into a regional role with the company, and held the positions of Vice President, Private Events and Vice President, Membership and Sales.
Lynne joined the team at Beverly Clark Enterprises in June, 2007 as the Sr. Vice President, Business Development and Education. She has written for industry publications including Boardroom and Catering magazines, publishes a monthly newsletter, and has trained people around the world in the art of catering industry sales and operations. Lynne is a nationally recognized industry speaker and author and has an absolute passion for what she does and for helping the people that she works with in the hospitality industry to perform at their maximum level.
About Kerry Lee Dickey
A third generation Santa Barbaran, Certified Wedding Professional and 15 year event veteran, Kerry Lee Dickey has planned over 600 weddings and over 1,000 corporate events. Holding a BA in Mass Communication from Principia College and owner of one of Santa Barbara’s leading event planning businesses, Santa Barbara Wine Country Weddings & Events, Ms. Dickey’s background includes serving as the exclusive on-retainer event planner for many years to the horse whisperer himself, Monty Roberts as well as serving on retainer to wedding business brand name Beverly Clark, helping launch several of Beverly Clark Enterprises’ endeavors, including The Beverly Clark Online Hospitality Training Program (now ASEP), for which Ms. Dickey currently serves as co-author and trainer to students world-wide.
In 2004, she originated, created, produced and copyrighted a revolutionary concept for the wedding industry: a makeover to the traditional bridal faire called “The Mobile Bridal Faire/The Mobile Wedding Planning Experience”. The concept earned Ms. Dickey write-ups in local press, television and captured the attention of national deluxe high-end publication Grace Ormonde Wedding Style, where Ms. Ormonde created a category especially for Ms. Dickey’s original concept.
When not planning events or blazing a trail for new concepts and ideas within the wedding industry, Ms. Dickey resides in Santa Barbara, CA with her daughter Gracie and is also a Certified Jazzercise Instructor, dancing 6 days a week.