Sapia School™ — Plan, Style and Execute Events Like a Professional
Sapia School™ — Professional Event Education

Stop figuring it out
as you go.
Plan events like a professional.

The membership for executive assistants, marketing coordinators and in-house teams who are responsible for events and want to execute them with real confidence. Built on 15 years of high-level events experience. Zero fluff. All system.

Choose Your Plan 14-day money back guarantee  ·  Start immediately
15+ Years Real Experience
30+ Professional Templates
5 Phase Framework
100% Practical. No Theory.

Sound familiar?

Thrown in the Deep End

You became "the events person" without anyone asking if you wanted the job. A meeting room booking became a product launch. And the budget is real, the expectations are high, and nobody handed you a manual.

Starting from Scratch Every Time

Each event feels like the first one. No system, no templates, no framework to come back to. You are reinventing the process from a blank document while the deadline moves closer and the brief keeps changing.

A Full-Time Job and Then Some

You already have a full-time job. Then the events brief lands and it has to happen, on top of everything else already on your plate. No dedicated time. No budget for extra help. No permission to slow down. Just an event that needs to happen and a to-do list that already does not fit the day.

Everyone Is Watching

These events are in front of leadership, clients and stakeholders. When something is not right, it is visible. The pressure is real and the margin for error feels like zero. You need to get this right.

For Those Starting Out

The formal training exists. It just does not reflect the industry you are entering.

If you are early in your events career or stepping into events for the first time, you quickly discover that the available training was not built for how events actually work today. Academic programs are designed by people who are not at the coalface. The curriculum was written years ago. Consumer behaviour has shifted. Supplier dynamics have changed. AI is reshaping planning, production and content at a pace that textbooks cannot track.

You need current, practical knowledge from someone who is still doing this work week in and week out. Not theory. Not a lecture recorded three years ago. The real thing.

Here is what nobody tells you: the professionals who run events with calm, consistent confidence are not more talented than you. They simply have a framework you do not yet have.

Samantha Hobbelen  —  Founder
About Your Instructor

Fifteen years.
Real events.
One distilled system.

My name is Samantha Hobbelen. I am the founder of Sapia Creative, a high-end event planning and styling company. I have spent 15 years planning, styling and executing events across corporate launches, brand activations, private celebrations and everything in between.

Over that time, I watched the same thing happen repeatedly. Talented, intelligent, capable people were handed event responsibility with no framework to work from. They scrambled, they overspent, they delivered events that were fine but never quite what they should have been.

The gap was never ability. It was always process.

Sapia School™ exists because great event planning is not a gift. It is a skill. And skills can be taught. Every template, every lesson, every framework inside this membership comes from events I have actually delivered at a high level. This is not theory. This is what I use.

15 years of high-level event planning and creative direction
Founder of Sapia Creative, a full-service event company
The SAPIA™ Framework: built from real events, not textbooks
Trusted by corporate teams, brands and private clients

The One Thing That Changes Everything

Most event planning advice tells you
what to do.
The SAPIA Framework teaches you
how to think.

When you understand how a professional event planner approaches a brief, every decision becomes clearer. The supplier conversations get easier. The budget holds. The day runs smoothly. Not because you got lucky. Because you followed a system that accounts for every phase.

See the Framework
The Methodology

The SAPIA™ Framework.
Five phases. Zero guesswork.

Everything in Sapia School™ is built on this five-phase framework. It covers your event from the moment you receive a brief to the moment you leverage it after the day. Follow the sequence and the result takes care of itself.

S Strategise

Like a Pro

Define purpose, align stakeholders, set budget and establish the success metrics before a single supplier is contacted.

A Aesthetic

With Intention

Develop creative direction and styling that connects to the event's purpose. Every aesthetic decision earns its place.

P Procure

With Precision

Source suppliers, allocate budget, negotiate and lock in contracts. No surprises. No overruns. No amateur mistakes.

I Implement

With Impact

Run sheets, bump in planning, team coordination and onsite execution. The day runs because the plan was built properly.

A Amplify

The Experience

Guest journey, brand touchpoints, engagement moments and post-event leverage. The event keeps working after it ends.

The SAPIA Framework is not a checklist. It is a way of thinking. Once you have it, you will apply it to every event you plan for the rest of your career.

The Curriculum

Everything inside
Sapia School™

The membership is structured sequentially. Each module follows the SAPIA Framework. You will leave each lesson with a template in hand, ready to use on your next event. A dedicated bonus module on AI in events is also included, plus real-world case studies drawn from 15 years of high-level events practice.

Phase S — Strategise

Strategic Foundation

  • How to receive and interrogate a brief properly
  • Defining event purpose and success metrics
  • Stakeholder alignment before the work begins
  • Building and managing a realistic budget
  • Setting scope before scope sets you
Phase A — Aesthetic

Creative Direction

  • Developing a coherent creative concept
  • Mood boarding with intention, not decoration
  • Briefing a vision to suppliers with precision
  • Styling decisions that connect to purpose
  • Managing aesthetic approval with stakeholders
Phase P — Procure

Supplier Management

  • How to find and vet the right suppliers
  • Issuing briefs that get accurate quotes
  • Negotiating without damaging relationships
  • Contracts, deposits and payment schedules
  • Handling non-delivery and supplier disputes
Phase I — Implement

Execution and Logistics

  • Building a run sheet that actually works onsite
  • Bump in and bump out logistics planning
  • Managing teams, volunteers and contractors
  • Onsite decision-making under pressure
  • What to do when things do not go to plan
Phase A — Amplify

Experience and Post-Event

  • Designing the guest journey from arrival to exit
  • Brand touchpoints and engagement moments
  • Post-event debrief and stakeholder reporting
  • Capturing content and leveraging the event
  • Building your event IP over time
Bonus Module

AI as Your Planning Partner

  • How AI maps to each phase of the SAPIA Framework
  • The Prompt as a Brief: how to get professional results from AI tools
  • Practical use across planning, supplier comms, content and post-event work
  • How to stay current as the tools keep evolving
  • What AI cannot replace, and where human judgment always matters more
The Tools

30+ professional templates.
Ready to use on your next event.

Every lesson inside Sapia School™ comes with a corresponding professional template. These are the actual tools Samantha uses on real events. Open them, fill them in, and deliver with confidence.

01 Event Brief Template Capture every requirement, constraint and stakeholder expectation before a single decision is made.
02 Budget Tracker A full event budget with category allocation, actuals tracking and variance alerts.
03 Supplier Brief Issue briefs that produce accurate, comparable quotes and eliminate supplier confusion.
04 Run Sheet A minute-by-minute run of event day that every team member and supplier can follow.
05 Supplier Contact Sheet Every supplier, contact, mobile number and delivery time in one accessible document.
06 Bump In and Out Schedule Sequence every supplier arrival, setup and pack-down without conflict or delay.
07 Guest Journey Planner Map the full guest experience from pre-arrival communication to final farewell.
08 Post-Event Report Debrief your event, capture outcomes and present results to stakeholders professionally.
+22 More Templates Inside Contracts, checklists, creative briefs, supplier negotiation scripts, event timelines and more.

All templates are fully editable. Use them on every event for the rest of your career.

The Sapia School Concierge
"A supplier hasn't delivered what was in their brief. The event is in two weeks. What do I do?"
Start by requesting a written confirmation of exactly what they agreed to deliver. Send this via email so there is a clear record. If there is a shortfall, define it precisely: what is missing, what was agreed, and what the deadline is for resolution.

Your next step is a formal supplier conversation, not a chase email...
"Which template should I use to document this?"
The Supplier Dispute Record in your templates folder. It documents the original brief, the shortfall, the communication trail and the agreed resolution. If this escalates, you will be very glad you have it.
Exclusive Member Feature

An expert on call,
every time you need one.

Every Sapia School™ member has access to the Sapia School Concierge: an AI-powered planning advisor trained on the full Sapia curriculum, your templates, and 15 years of real-world event knowledge.

It is not a generic chatbot. It knows the SAPIA Framework, understands your toolkit and gives you specific, strategic guidance for the situation in front of you right now.

Ask which template to use and when
Get guidance on difficult supplier situations
Find out where to focus when the timeline is tight
Work through a brief and identify what you have missed
Prepare for a stakeholder or client conversation

What members are saying

Real feedback from real members who used the system on real events.

“

[Testimonial copy goes here. Ideal: specific outcome, before and after contrast, mention of a template or lesson that made a difference, the feeling of confidence it gave them.]

[Member Name] [Title, Company]
“

[Testimonial copy goes here. Ideal: mentions the SAPIA Framework or a specific phase, describes how it changed their approach, relates to the target audience of EAs or marketing coordinators.]

[Member Name] [Title, Company]
“

[Testimonial copy goes here. Ideal: references a supplier situation, budget outcome, or stakeholder result. Concrete and specific. Short is fine if it is powerful.]

[Member Name] [Title, Company]

Is Sapia School™
right for you?

This is for you if...
  • You are an EA, marketing coordinator or office manager who has been handed event responsibility
  • You are in an in-house brand or corporate team managing internal or client-facing events
  • You are a small business owner who wants your events to reflect the quality of your brand
  • You plan one event a year or ten. The framework pays for itself by protecting you from the costly mistakes that come from planning without a system
  • You are just starting out in events and want to learn from someone who is actively working at a high level, not an academic teaching from a curriculum written years ago
  • You want to go from scrambling and hoping to executing with genuine confidence
  • You want professional-grade tools without the cost of hiring a full-service planner
This is not for you if...
  • You are a professional event planner with an established operational system already in place
  • You want to watch content without applying it. Every lesson has a corresponding tool. The work is practical, not passive.
  • You are looking for event inspiration or trend content. This is a planning framework, not a style guide.
  • You want someone else to plan your events for you. Sapia School™ is education, not an outsourced planning service.

Here is everything
you are getting.

Before we talk about price, let us be clear about what Sapia School™ is worth.

The SAPIA™ Framework Curriculum Five phases, every lesson, structured for immediate application on real events.
$697
30+ Professional Templates Run sheets, budgets, supplier briefs, contracts, checklists and more. Fully editable.
$497
Real World Case Studies Behind the scenes of high-level events: what went wrong, what worked, and the decisions made under pressure.
$297
Bonus: AI as Your Planning Partner A dedicated module on using AI across every phase of the SAPIA Framework, including prompt frameworks and practical use cases built for event professionals.
$197
The Sapia School Concierge AI-powered planning advisor trained on 15 years of real event knowledge. Available at any time.
$297
Monthly Group Strategy Calls Live calls with Samantha. Bring your current event, your questions or your challenges. (Pro + Studio)
$1,200
Quarterly Private 1:1 Sessions Private strategy sessions with Samantha for your whole team. (Studio only)
$2,400
Total Real-World Value $5,585 AUD

Your membership starts from $497 AUD per year.

See All Plans
Your Investment

Choose your plan.
Start today.

Three membership options designed for individual professionals, practising event people and in-house teams. All plans include the full curriculum and every template.

Core Core The complete framework, self-directed.
AUD 497
per year

 

  • Full SAPIA™ Framework curriculum
  • 30+ professional templates
  • Real world case studies
  • The Sapia School Concierge
  • New content as it is added
  • Monthly group strategy calls
  • Quarterly 1:1 sessions
  • Team access
Enrol in Core
Most Popular
Pro Pro The framework plus live monthly access to Samantha.
AUD 997
per year

or 12 monthly payments of $97

  • Full SAPIA™ Framework curriculum
  • 30+ professional templates
  • Real world case studies
  • The Sapia School Concierge
  • New content as it is added
  • Monthly group strategy calls with Samantha
  • Quarterly 1:1 sessions
  • Team access
Enrol in Pro
Studio Studio For teams of up to three. Everything, plus private access.
AUD 2,997
per year

or 12 monthly payments of $297

  • Full SAPIA™ Framework curriculum
  • 30+ professional templates
  • Real world case studies
  • The Sapia School Concierge
  • New content as it is added
  • Monthly group strategy calls with Samantha
  • Quarterly private 1:1 for your team
  • 3 member seats included
Enrol in Studio

All prices in Australian dollars. Payment plans are annual commitments billed monthly via Stripe, not rolling subscriptions.
Studio team seats are added manually within 1 business day of enrolment. Email hello@sapiacreative.com.au with team details.

14-day money back guarantee on all plans. No questions asked.
14 Day Money
Back
Guarantee

Try it completely
risk free.

Enrol in Sapia School™ today. Work through the curriculum. Use the templates on a real event. And if within 14 days you do not believe this is one of the most useful professional investments you have made, email us and we will refund you in full. No forms, no conditions, no awkward conversations.

The only risk is staying exactly where you are now.

Questions answered.

Sapia School™ was built specifically for people who are NOT professional event planners but are responsible for planning events at a high level. If you are an executive assistant, marketing coordinator, office manager, or in-house brand team member, this is exactly the right program. Professional event planners with established systems in place are not the intended audience.
Every lesson in Sapia School™ is connected to a professional template you can use immediately on a real event. The content is not theory or principles. It is the exact system and tools Samantha uses to plan high-level events. The SAPIA Framework is a complete operational methodology, not a list of tips. There is no filler content. Every module earns its place.
The curriculum is self-directed, so the pace is yours to set. Most members work through the foundational modules in two to three weeks and continue to return to specific lessons and templates as events arise. The membership is not designed to be "completed" once and shelved. It is a reference system you come back to throughout your career.
Yes, and many members enrol this way. Sapia School™ is a legitimate professional development investment that falls within most corporate learning budgets. All memberships include a receipt and invoice. If you need a formal proposal document to present internally, email us at hello@sapiacreative.com.au and we will prepare one for you.
Both Pro and Studio include the full curriculum, all templates, the Concierge and monthly group strategy calls with Samantha. The Studio plan adds three member seats (for teams of up to three people) and quarterly private 1:1 sessions with Samantha for your team. Studio is designed for in-house teams who want to build a shared events capability together.
Pro and Studio members join a monthly live call hosted by Samantha. These sessions are open format: bring a current event you are working on, a supplier situation you are navigating, a brief you want to pressure-test, or simply listen to what other members are working through. Calls are recorded and made available to members who cannot attend live.
You will receive immediate access to the full Sapia School™ membership platform. Start with the Welcome and Overview lesson, which walks you through the SAPIA Framework and shows you exactly how to navigate the curriculum. Your first template will be downloadable before you finish the first lesson. You can be working with the system on a real event within the hour.
All plans include a 14-day money back guarantee. If within 14 days of enrolment you are not satisfied, email hello@sapiacreative.com.au and we will process a full refund, no questions asked. Payment plan members who cancel after 14 days are responsible for the full annual fee per their payment agreement.
This is the most common concern we hear, and it is worth addressing directly. The framework is designed to save you significantly more time than it takes to learn. Each lesson is focused, practical and paired with a template you can open and use on your current event immediately. You do not need to complete the full curriculum before the system starts working for you. Most members find that within their first lesson, they have a tool in hand that replaces hours of ad-hoc work they were doing before. If you are time poor, that is exactly why this exists.
Consider what a single poorly managed event actually costs: a budget that runs over, a supplier situation that was not handled correctly, an event that did not meet stakeholder expectations. These are not hypothetical risks. They are what happens when experienced, capable people plan events without a proper system. The SAPIA Framework and the tools inside Sapia School™ exist to protect you from those costs. One event planned with this system, at any budget, will return your membership fee many times over. The Core membership is $497 per year. That is less than the cost of a single avoidable mistake on a mid-size event.
You can. And most of it was written by people who are not currently planning events at a high level, structured in a way that requires you to piece it together yourself, and not connected to any tools you can actually use. The difference with Sapia School™ is not the information. It is the system. The SAPIA Framework is a complete, sequential methodology. Every lesson connects to a template. The structure does the thinking for you so you are not spending hours assembling advice from ten different sources into something usable. Time is the cost of free.
Each lesson combines video instruction with written lesson content and a downloadable professional template. Lessons are designed to be focused and practical, not padded. The format respects that you are busy. You can watch a lesson, download the template, and be applying it to a real event within the same sitting. The membership platform is accessible from any device, so you can move through content at whatever pace suits your workload.
Because Sapia School™ is not built to be finished. It is built to be used. The templates are the point. Each lesson exists to give you the context to use a specific tool on your next real event. You do not need to complete the curriculum to get value from it. Open the template for the phase you are currently in, use it, and come back to the next lesson when the next event lands. Members who get the most from the membership are not the ones who watch everything in week one. They are the ones who reach for it every time they have an event in front of them.
Yes. The SAPIA Framework applies at every scale, from a 20-person team offsite to a 500-person brand activation. The principles of a well-structured brief, a properly allocated budget, a clear supplier relationship and a tight run sheet do not change based on headcount. If anything, smaller events benefit most from a professional system because they are often planned with the least support and the tightest margins for error. The stakes for the people in the room are just as real regardless of the guest list.
Annual memberships are paid in full or via a 12-month payment plan. Your access is active for the full membership year regardless of whether you cancel renewal. If you are on a payment plan and cancel mid-year, the remaining payments are still due per your enrolment agreement. Templates you have already downloaded remain yours to use. We recommend downloading all templates at the start of your membership so they are in your own files regardless of your future membership status.
The Decision

The events do not stop.
The stakes do not lower.
The question is whether you are ready.

Every event you plan from this point forward can be approached with clarity, a system, and the tools that professionals use. Or you can keep figuring it out as you go. The choice is straightforward.

Enrol in Sapia School™ 14-day money back guarantee  ·  Instant access  ·  All plans from AUD $497/year