Podcast Summary: Mick Unplugged – Episode featuring Jeff Cross on Building Experiences and Celebrity Connections
Episode Information
- Title: Mick Unplugged
- Host: Mick Hunt
- Guest: Jeff Cross
- Episode Title: Jeff Krauss on Building Experiences and Celebrity Connections
- Release Date: February 3, 2025
Introduction to Jeff Cross
In this episode of "Mick Unplugged," host Mick Hunt welcomes Jeff Cross, a visionary entrepreneur and the founder and president of IE Group. Jeff is renowned for orchestrating high-profile events for elite clients such as Saturday Night Live, George Clooney, and the LA Dodgers. Mick sets the stage by highlighting Jeff's resilience and unwavering commitment to his purpose, encouraging listeners to delve into Jeff's deeper motivation—the 'Because' that drives him beyond the conventional 'Why.'
Mick Hunt [01:40]: "You failed. But the difference between you and millions of other people is that you kept going."
The Power of Perseverance and Mental Resilience
Jeff Cross opens up about his philosophy of never giving up, embodying the mindset that "it's never over till it's over" ([01:40]). He emphasizes the importance of mental resilience in overcoming obstacles, differentiating between temporary setbacks and insurmountable failures.
Jeff Cross [02:00]: "There's a difference between saying, okay, this project isn't going to suit my needs... and pushing through to make those obstacles disappear."
Mick echoes Jeff's sentiments, reinforcing the idea that resilience is a cornerstone of success, especially when faced with challenges that threaten to derail one's plans.
Creating Comprehensive Event Experiences
A significant portion of the conversation revolves around Jeff's expertise in crafting exceptional event experiences. Mick commends Jeff for his ability to deliver outstanding experiences not just for guests, but also for sponsors, staff, and performers.
Mick Hunt [03:25]: "Most people that are event planners... never nail all four [guest, sponsor, staff, performers]. And you nail all four."
Jeff elaborates on his holistic approach, explaining that ensuring a positive experience for everyone involved fosters long-term relationships and business growth.
Jeff Cross [05:22]: "Why would anybody want to do an event with me... if they're not treated well? That's where the magic is."
Jeff's Journey in Event Planning
Jeff recounts his entrepreneurial journey, starting from a dare in college to become a promoter. Despite initial setbacks, including an underage entry incident at a nightclub, Jeff's commitment to creating memorable experiences propelled him forward.
Jeff Cross [07:40]: "What really made me feel good was that everybody had a great experience."
His early challenges taught him valuable lessons about resilience and customer satisfaction, leading him to focus more on the event aspect rather than venue management, ultimately partnering with Mitch Faulkner of One2Three Talent to expand his horizons.
Building Trust and a Celebrity Network
One of the standout topics is how Jeff built his celebrity Rolodex and established trust within the industry. Jeff highlights the importance of relationship-building with managers, publicists, and agents, ensuring that his reliability and integrity earned him referrals and repeat collaborations.
Jeff Cross [14:15]: "I would reach out and build the relationship with the managers... I stick to my word. If I say we're going to do something, I stick to my word."
Mick underscores the simplicity yet effectiveness of this approach, emphasizing that "Do what you say you're going to do. That goes a long way."
Introducing Fan Room Live
Jeff introduces Fan Room Live, a platform born out of the COVID-19 pandemic's restrictions on live events. The initiative aims to bring interactive, personal experiences between fans and celebrities online, with a charitable component.
Jeff Cross [16:47]: "What if we can build a brand that goes beyond Covid... that is going to be."
Partnering with Cedric the Entertainer and other celebrities, Fan Room Live facilitates uninterrupted, meaningful conversations between fans and their favorite personalities, differentiating itself from traditional meet-and-greet formats by avoiding the rush and superficial interactions.
Jeff Cross [20:06]: "You get uninterrupted conversation. You go online... They have their conversation, they have their moment."
Future Endeavors and Closing Thoughts
As the episode nears its conclusion, Jeff hints at exciting upcoming projects and events, encouraging listeners to stay tuned for more innovative initiatives from IE Group and Fan Room Live.
Jeff Cross [21:17]: "Stay tuned. I Look, it's second week of January, 2025. We got a lot of cool events in the pipeline."
Mick expresses his admiration for Jeff's meticulous attention to detail and his ability to create authentic, engaging experiences that resonate with both fans and celebrities alike.
Mick Hunt [20:06]: "Fan room live is the perfect example... it's a win for everyone involved."
Connecting with Jeff Cross
Listeners interested in Jeff Cross and his ventures can follow him and his companies on Instagram:
- IE Group NYC: @IEGroupnyc
- Fan Room Live: @FanroomLive
- Quote Notes Official: @QuoteNotesOfficial
Jeff expresses his gratitude for the platform, welcoming future conversations to delve deeper into projects like Quote Notes, which aims to spread love and inspiration through uplifting stories and quotes.
Jeff Cross [22:45]: "Seriously, when people feel good about the actual good things in this world that you can look forward to."
Key Takeaways
- Resilience is Crucial: Jeff's journey underscores the importance of perseverance and mental strength in overcoming challenges.
- Holistic Event Planning: Creating exceptional experiences for all stakeholders—guests, sponsors, staff, and performers—builds lasting relationships and business success.
- Building Trust: Consistently delivering on promises and fostering genuine relationships are key to expanding one's network, especially in the celebrity sphere.
- Innovation in Connections: Fan Room Live exemplifies how virtual platforms can facilitate meaningful, personal interactions between fans and celebrities, even beyond pandemic constraints.
- Future Growth: Jeff Cross continues to innovate and expand his ventures, promising exciting developments for his audience.
Conclusion
This episode of "Mick Unplugged" offers valuable insights into the art of event planning, the significance of resilience, and the strategies behind building a trusted celebrity network. Jeff Cross's experiences and philosophies provide inspiration for leaders, entrepreneurs, and anyone aiming to create meaningful impact in their personal and professional lives.
Mick Hunt [22:45]: "Remember your because is your superpower. Go unleash it."
Follow Jeff Cross and His Ventures: