{un}convention BROOKLYN sponsor: Hoopla! Events

In addition to our panelists at (un)convention BROOKLYN, we had several incredible sponsors that are doing some amazing f*cking work. In the weeks leading up to the event, you'll be able to learn more about them! Tickets are going fast, so get on it! 


Adina Franconi blowing confetti

Company: Hoopla! Events

Owner: Adina Franconi

City: Beacon, New York 

Brief description of your Hustle: Hoopla! Events is a full-service event planning company for proud individualists who like to dance on tables — and outside the status quo!  

How are you a “game-changer” in the wedding industry? Yowza, that's a good question! I’m a game-changer in that I don’t adhere to rules; I’ve always been a rebel of sorts. To hell with tradition. That reflects in the Hoopla! brand, that no one person is the same, therefore, no one event should be. I encourage clients to let their true selves shine in their wedding because at the end of the day that's most important. 

What inspires you to “do weddings differently”? Honestly, my own wedding. When I got married in 2010, there weren’t nearly as many planning resources available at the time. Yes, there were little ways I was able to put my own creativity in the mix, but I always felt like I had to refer to traditions to appease the masses. 

Looking back, I would have done so many things differently, specifically nixing all the silly little traditional details that made me cringe like the garter and bouquet toss, bridal party announcements and the receiving line. The wedding industry has come such a long way in offering out-of-the-box ideas in the planning process. There really are no rules anymore. 

What is one of your favorite creative, offbeat projects you’ve worked on? Hands down our Electric Love Engagement Shoot which had a quirky, bold science theme. It was my first ever styled shoot and it was published not once, but twice! I got to collab with such amazing people, and every time I look at it, I see this creation that really is an expression of who I am and the many things that I love.   

What are three ingredients for a perfect day at your company? Laughter, communication, passion. Also, sarcasm (it’s just not the same without it)

If you were in charge, what would the next big wedding trend be? Truth be told, I heart a good cocktail hour. I wish they never ended. I would love to see Cocktail Receptions be the new craze. I don’t know if this was a trend, but if so, please bring it back!

What are you most looking forward to at {un}convention? I’m beyond excited to meet and greet with like minded vendors who support and inspire one another. I think that is so key in this industry. And the booze and nibbles of course.