Kelley Troia of Clandestine Events Creates Bold, Unforgettable Corporate Experiences

Please share a brief introduction about yourself and your business

I’m Kelley Troia, founder and Chief Astonishment Officer of Clandestine Events + Experiences. I didn’t start this company to plan ordinary events. I started it because I was tired of seeing gatherings that looked good on paper but left no lasting impression. With a background in corporate branding and years of experience producing everything from executive retreats to large-scale brand activations, I saw an opportunity to do things differently. Clandestine exists to create bold, unforgettable experiences that actually make people feel something. The kind of events that spark connection, tell a story, and deliver real impact.

Based in New Orleans and Austin, I bring deep local knowledge and a national reach. I lead with strategy, creativity, and a serious eye for detail. I understand what’s at stake because I’ve sat in the client’s chair. I know the pressure, the approvals, the budgets, and the big expectations.

Today, my team and I work as a true extension of our clients’ teams. We think ahead, solve problems before they happen, and bring ideas to life with style and precision. I don’t just plan events. I build experiences that people remember long after the lights come up.

Who are your customers?

Our clients are corporate teams and internal stakeholders tasked with planning events when traveling to conferences, conventions, or key markets. They’re often executives, marketers, or business development leads who need help creating standout experiences while juggling tight timelines and big expectations. We work most often in New Orleans and Austin, where we have deep local expertise, but we also travel extensively to support our clients wherever they need us.

What was your background prior to starting your own business?

Before starting Clandestine, I built and led the marketing operations practice at both Walmart and Whole Foods. My role was all about bringing order to chaos—developing systems, managing cross-functional campaigns, and ensuring flawless execution at scale. That experience gave me a front-row seat to how major brands operate and what internal teams really need. It’s also where I honed my ability to balance big-picture strategy with meticulous attention to detail, which now informs every event we produce.

What made you take the leap to start your own business?

Honestly? Divorce. At the time, I was VP of Operations at the largest ad agency in New Orleans. I was leaving my marriage and knew I needed more flexibility so I could show up fully for my daughter. So I left the agency and gave myself space to figure out what was next.

Then I got the chance to produce a surprise 40th birthday party during Jazz Fest. It was a huge hit—word spread fast, and before I knew it, the business had found me. That one event sparked the idea for what would become Clandestine: a creative, strategy-driven event agency rooted in storytelling, connection, and moments that actually matter.

Did you always know you wanted to be an entrepreneur?

The thing about marketing operations is—it’s all about efficiency. Finding smarter, more effective ways to get things done. And that mindset naturally lends itself to entrepreneurship. It’s about having ideas and chasing better ways to make something happen.

I’ve honestly been coming up with business ideas since I graduated college. One of my first was a travel magazine for students and recent grads. So while I didn’t set out knowing I’d be an entrepreneur, looking back, it makes perfect sense. I’ve always been drawn to building things from the ground up and making them work better. Starting my own business just felt like the next evolution of that.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

When I first launched the business, I focused on producing private events and experiences for people traveling to New Orleans—especially those looking for something truly cultural and memorable. My initial marketing strategy was almost entirely word of mouth. I had spent years building a strong, diverse network through past roles, and that network became my first client base.

New Orleans is such a magnet for business and leisure travel that opportunities would often find me. In that sense, things did go according to plan. Clients were consistently blown away by what we created, and that helped the referrals keep flowing. The real challenge hasn’t been delivering extraordinary events—it’s been clearly communicating how different we are from traditional planners. We’re not just checking boxes or booking vendors. We’re designing strategic, immersive experiences that actually make people feel something. That’s always been the differentiator, and it’s what I’ve had to learn how to articulate more intentionally as we’ve grown.

What accomplishment are the most proud of to date in your business?

Producing multiple activations at Formula One in Miami

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Honestly, the biggest win this year has been momentum. After years of building through word of mouth, we’ve hit a real stride. We’ve expanded our corporate client base, produced some of our most creatively ambitious events yet, and finally nailed how to communicate what makes us so different.

We’re also leaning into new ways to share our expertise. We’re about to launch The Plan It Like a Pro Kit, a strategic mini-event planning toolkit for teams who want high-impact results without the overwhelm. And we built ClandestineGPT, our own custom AI-powered planning assistant that helps people tap into our local expertise and event strategy on demand. It feels like we’re not just growing—we’re evolving. And that’s the kind of progress worth celebrating.

What's next for your business? What can we expect to see over the next few years?

We’re building toward something bigger than just producing great events—we’re shaping what modern, high-impact corporate experiences should look like. Over the next few years, we’re focused on expanding our thought leadership and carving out a stronger national presence, especially in the corporate events and brand activation space.

You’ll see us lean even further into strategy-driven experiences that center human connection, storytelling, and place-based design. We’re also developing digital tools that make our approach more accessible, like The Plan It Like a Pro Kit and ClandestineGPT, which are designed to help teams plan smarter, more intentional events—whether or not they hire us.

Ultimately, we want Clandestine to be the go-to partner for companies that are done with boring and ready to make bold moves with their events. That means staying ahead of trends, pushing creative boundaries, and continuing to set the standard for what corporate events can be.

What is your top productivity tip? 

I hate to say it, but ChatGPT has been a godsend. I tend to be a bit ADD, and having a tool that helps me organize my thoughts, brainstorm faster, and get out of my own head has made a huge difference. My top productivity tip? Don’t try to do it all in your brain. Find tools—or people—that help you move from idea to action faster. For me, it’s all about systems, structure, and knowing when to ask for help (even if that help is AI).

On the flip side, how do you avoid burnout?

Travel, time with my daughter, and time with my partner Steve—who is an absolute hoot and truly my soulmate in so many ways—are my anchors. I also have a wild, wonderful group of friends in New Orleans who keep me grounded and laughing no matter what. I’ve learned that avoiding burnout isn’t just about stepping away from work—it’s about feeding the parts of myself that fuel my creativity. My insatiable love for travel, great food, and unforgettable experiences doesn’t just recharge me, it inspires the kind of events I love to create. When I’m living fully, I show up better for my clients and my work.

What is your approach to work-life balance / integration?

I feel incredibly lucky to do what I do, because work and life don’t feel like two separate things—they fuel each other. Any time I travel for work, I carve out time to explore the destination in ways that fill my cup. Whether it’s discovering a hidden gem restaurant or soaking up the local culture, those moments inspire me personally and professionally.

For me, work-life balance is really about integration—finding joy, inspiration, and connection in the same spaces where I’m creating for others. It keeps me energized and reminds me why I do this in the first place.

What is one thing you wish you had known when you started your Entreprenista journey?

I just joined so I wish I'd joined sooner and wish I'd known about Entreprenista sooner. :-)

When hiring, what is your go-to interview question?

I don’t have a single go-to interview question—but I do know what I’m looking for. In my business, personality fit is everything. I want people who truly understand hospitality and what it means to serve others with care, flexibility, and heart.

My ideal hire is a go-getter with great instincts, someone who’s willing to jump in, solve problems, and do whatever it takes to make magic for our clients. Skills can be taught, but attitude, hustle, and grace under pressure are non-negotiable. My biggest hiring tip? Don’t just hire for the role. Hire for the moment and the momentum. Bring on people who elevate your work and reflect the experience you want your clients to have.

If you've raised capital for your business already, what are some of your best tips or lessons learned?

Stay organized and on top of your information from day one. Fundraising is as much about clarity and confidence as it is about the numbers. If you can quickly speak to your financials, your growth plan, and what makes your business different, you’ll build trust faster. Have your materials tight, your story clear, and don’t wait until you’re raising to get your house in order.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

I’m a proud Mamaprenista to an 18-year-old daughter, and like so many of us, I’ve had to learn as I go. Her freshman year was in quarantine, so we’ve been navigating a whole new world together ever since.

The biggest lesson? Quality, focused time matters more than quantity. When we’re together, I do my best to put the distractions away and be fully present. I also try to include her in as many experiences and work trips as possible—not just for the fun of it, but so she can quietly absorb what it means to build something, solve problems, and create meaningful work. She learns a lot just by being in the room. Balance is a moving target, but intention makes all the difference.

What's the one app on your phone you absolutely cannot live without and why?

That’s a tough one, but honestly? Messaging. It’s the fastest way to reach me, and it’s how I stay connected with my team, my clients, and my family. Whether I’m juggling logistics or just checking in with my daughter, it’s the one app that keeps everything moving.

What is your favorite business tool or solution and why?

Lately, my favorite business tool has been Google Workspace (though I do have a wish list of things it could do better). Between Docs, Sheets, Drive, and Calendar, it keeps my entire business running and my team aligned. I love tools that are flexible, easy to use, and help bring order to chaos. It may not be flashy, but it’s reliable, and that’s everything in event production. (And if I’m being honest, ChatGPT has quickly become a close second. It’s like having a sounding board, copy editor, and brainstorming partner in my pocket.)

What advice do you have for aspiring Entreprenistas?

Set your sights high - then go a little higher. Plot out a course for yourself, trust your gut, and don’t wait for perfect conditions. Just start. You’ll figure it out as you go. And remember, no one builds something great alone. Surround yourself with people who challenge, support, and believe in you.

Learn more about the Entreprenista League and join today