How Do You Fly 50 People to a Secret Destination? | Nicole Matthews
- mgraziano45
- Aug 12
- 3 min read
Updated: Aug 19
What does it take to pull off a secret international trip for 50 people? And how do you prepare when one mistake could derail the entire experience?
Meet Nicole Matthews
Nicole Matthews is the founder of The Henley Company, an event and lifestyle management agency she has led for 19 years. Her career has taken her from corporate and nonprofit events to some of the world's biggest sporting events, including the Olympics and World Cup.
How Do You Fly 50 People to a Secret Destination?
Imagine being responsible for getting 50 people onto an international flight without being able to tell them where they're going. Nicole Matthews faced that challenge while helping produce a secret business trip to New Zealand. Attendees arrived in Los Angeles knowing they were taking a trip, but didn't learn they were headed to Auckland until they were at LAX. Nicole was responsible for making sure everyone had the correct airline tickets, visas, and documentation without revealing the destination.
"I held my breath for probably 90 minutes."
For Nicole, getting everyone into the country was the one part of the event that couldn't go wrong.
Her approach came down to:
Double-checking every detail
Having other people check her work
Knowing which parts of an event can't fail
Never assuming everything is handled
When she learned everyone had made it through, Nicole cried tears of relief.
One Email Led to a NASCAR Partnership
Some opportunities only happen because you're paying attention.
While working with the U.S. Police and Fire Championships, Nicole learned NASCAR would be in San Diego during the same week. She saw the connection to the first responder community, found the right person, and sent an email.
"You have to not be afraid to just send an email and invite the conversation."
That email led to space at NASCAR's FanFest and gave the organization an opportunity to:
Reach current and potential athletes
Build awareness for the games
Support first responder agency partners
Create new recruiting opportunities
Strengthen existing relationships
No money changed hands. Nicole saw a way for two organizations to help each other and made the ask.
After 19 Years, You Don't Have to Say Yes to Everyone
When Nicole started The Henley Company in 2007, like many new business owners, she was grateful when someone wanted to hire her.
Nineteen years later, she's much more selective.
"One of the gifts that longevity as a business owner gives you is the way to really analyze and discern a good piece of business versus a not so good piece of business."
Experience has taught Nicole that more business isn't always better business.
That means learning to:
Recognize when a client isn't the right fit
Listen to your gut
Say no with grace
Make a referral when someone else is a better fit
Protect your time and energy
Not every opportunity needs to become your opportunity.
Getting in the Room Isn't Enough
Getting access to the right people can open doors, but what you do once you're there matters. Nicole recently attended a dinner arranged so a young person interested in the events industry could meet her. Very few questions were asked, and afterward, there was no follow-up or thank-you.
Nicole saw it as a missed opportunity.
"She would have gotten way more out of me in the future than she's ever gonna get out of me now."
Mandi Graziano summed up the lesson:
"If you are lucky enough to get into the room that you want to be in, what you do in that room matters."
When you get that opportunity:
Come prepared with good questions
Be curious and engaged
Show appreciation
Follow up afterward
Don't underestimate a handwritten note
Getting in the room is only the beginning. What you do there can determine what happens next.
Resources Mentioned
🔗 Check out Nicole Matthews Website
🔗 Email Nicole: nicole@thehenleycompany.com
Subscribe on YouTube
🔗 Rate, review, and subscribe to our channel on YouTube!
Comments