The
AFE
story
Spoiler Alert: This Didn’t Start With a Business Plan...
For a long time, I didn’t have some big, clear career plan. I worked a lot of different jobs, mostly through people I knew, and just kept saying yes to what was in front of me. But there was always a pattern. I was the one making things work. Making people feel taken care of. Paying attention to the details other people missed.
I didn’t set out to be an event planner. Weddings came into my life by chance, and I realized pretty quickly that I was REALLY good at planning them. Not just taking care of my clients, but I was obsessed with the logistics and knowing what needs to happen before it becomes a problem. I naturally understood how something should feel, not just how it should look. That was 14 years ago.
Now, A Fresh Event is the umbrella for everything I create. Events, travel, experiences. The throughline is the same. I handle things at a high level so you don’t have to. You get to show up and be in it instead of missing it unintentionally.
Moving forward, I’m taking everything I’ve learned and pushing it further. I don’t want to do things the way they’ve always been done, and if you’re here, you probably don’t either.
A Fresh Event exists because I believe people deserve to feel fully taken care of, not just planned for
AFE has always been deeply Jen.
Both full of care and respect for you and what we’re building together.
I’ve been figuring it out the whole time. In the beginning, in the middle, and even now. Not in how I care for my clients, but in how this business keeps evolving alongside me. It has shifted in ways I never could have planned, and every version has shaped how I show up, making me more thoughtful, more intuitive, and better at what I do. The one constant has been my intuition. I call it magic. It is the same energy I bring into every experience I create.
It started with naivety and a knack for figuring it out
Creative, brave, independent, humorous, and curious. Anyone who wants to create magic.
Client Vibe:
Events, travel, consulting, storytelling, and helping people step out of their comfort zones.
Services:
Right behind you, turn around! JK But, I'm everywhere you need me to be
Located:
Some Things You Probably want to Know about
human over
perfect
MEaning over
trends
Courage over
comfort
experience over aesthetics
I make it mean something.
Anyone can make things look good.
Let's be Insta Friends →
I’m curious, a little impulsive in the best way, and always paying attention.
I’ll follow a feeling. I’ll try something again just to see if I’ve changed. I don’t really believe in staying the same just because it’s comfortable.
I care about learning, growth, awareness, and actually being fully in my life.
I want my life to be interesting and full of really cool stories. I expect the same from the people around me.
Jen Ganson, Owner + Lead Event Producer
Off the clock, I’m focused on becoming the most interesting person in the senior living facility one day.
— afe client
"Book Jen. Do not think another minute about it. I really can't say enough about everything she did for us."
I started A Fresh Event because it felt like the natural next step at the time. I had been working under another planner for a couple of years, learning a lot, but also realizing pretty quickly that I wanted to do things differently. I didn’t have some big master plan, I just knew I was ready to try it my way, so I did.
The Beginning
2016
A few years in, I started to see the shift. The events were getting bigger, more layered, and more demanding in a way that I actually loved, and I realized I wasn’t just figuring it out as I went anymore. I had a real instinct for this, not just in how things looked, but in how they felt for the people experiencing them, and that’s when it clicked that this work was a lot more than logistics.
The Wake Up
2019
Then came COVID, and the wedding boom that followed, and if I’m being honest, it pushed me way too far. I was building something that I thought was success, something that looked right from the outside, something I thought I was supposed to want, and when I finally got there, I realized it didn’t actually feel the way I thought it would. It wasn’t what I set out to build in the first place. So I made a decision to change it, fully. I controlled burned it to the ground and started again, this time actually listening to myself instead of just chasing what I thought it needed to be.
The Rebuild
2023
I started building something that feels like what I was always trying to get to, even if I didn’t have the language for it at the time. The work challenges me, it pushes my creativity and my ability to execute at a high level, and it asks more of my clients too in the best way. It feels more honest, more intentional, and a lot more like me than anything I’ve done before.
The Becoming
2025
A Fresh Event has changed a lot over time, and it’s supposed to. Every chapter builds on the last, and every client expands what I see as possible
And the evolution will continue...
Let’s Make Magic, Shall We →
