How One Events Producer Pivoted, Prospered—and Found Purpose—During COVID

After the world shut down in March 2020, live events were among the first industries to disappear—and likely the last to fully recover. It was a swift and severe blow to veteran events producer Carey Smolensky, the President and CEO of Carey Smolensky Productions (CSP Worldwide), a leading event production company that has specialized in creating memorable corporate experiences for over four decades. No more corporate galas. No more luxury weddings. No more in-person anything.

Despite this, Carey pivoted when others panicked.

From Spotlight to Supply Chain: A Bold Shift for Carey

Carey didn’t wait for things to return to normal. Instead, he relied on his entrepreneurial instincts to prepare for an entirely different kind of scenario: an emergency response.

His entry point? Incorporated decades earlier, he and his wife, Diane, co-founded a promotional products business, Custom Specialty Promotions. As demand for personal protective equipment (PPE) surged across the nation, the company established a new division dedicated to supplying it.

Within six weeks, Carey’s team was approved as an official emergency supplier by the U.S. government. It was a high-risk, $5 million order that required 25% of the order to arrive within three weeks, otherwise they would lose the money.

No safety net was in place. And, even more concerning, there are no second chances.

A Science Background Pays Off — Decades Later

After years of dormancy, Carey’s college degree in biology became vital to his events career. For medical-grade fabrics, he understood technical specs like GSM (grams per square meter). In other words, he understood what hospitals needed from a scientific perspective.

To ensure compliance, streamline logistics, and monitor production, he established a boots-on-the-ground operation in China. For final distribution, a portion of the order was airfreighted, while the remainder was shipped and railroaded to his home base in Chicago.

It was an enormous burden, with zero margin for error, but Carey delivered on time and on budget.

Turning Crisis into Opportunity

The first contract was just the beginning. With the pandemic in full swing, Carey’s team expanded its offerings to include nitrile gloves, COVID-19 tests, and more.

Although the market was flooded with free government products, his operation remained lean, responsive, and trustworthy. The secret to his success? An ability to adapt to changing circumstances and control emotions.

The Five-Minute Rule: Mastering Mindset in Chaos

Through it all, Carey stayed grounded thanks to The Five-Minute Rule. This strategy was originally shared in his 2015 book, Living Life with PASSION and Helping Others.

When something goes wrong, especially when it’s beyond your control, take five minutes to grieve. Carey says you can be mad, frustrated, or whatever you want. After that, though, shift into action mode.

Through late shipments, changing regulations, and countless high-stakes decisions, he adhered to that principle. As a result, he was able to deliver large-scale results without laying off any employees. The company had its best financial year ever despite the chaos.

Digital Transformation Under Pressure

As others froze, Carey went on the offensive. He used the downtime to completely revamp his company’s website and implement AI-powered tools that now consistently generate leads for Fortune 500 companies — an achievement that their old website never achieved.

It was a smart move. The business is now more visible, scalable, and future-proof.

Dealing with Digital Fraud—and Staying Focused

It wouldn’t be a pandemic success story without a strange twist, right?

Carey’s name and picture were used as part of a fraudulent cryptocurrency scam during the COVID-19 pandemic. An FBI investigation traced the operation to a Nigerian ring after a victim in London uncovered the fraud.

Obviously, it was stressful, weird, and intrusive. However, Carey wasn’t deterred. He applied his five-minute rule and kept moving forward.

A Silver Lining: Carey Family Closer Than Ever

In addition to the dramatic shifts in his professional life, Carey’s personal life underwent unexpected changes. As a result of the lockdowns and halt to travel, his adult children and grandchildren returned home to his home. The result? A rare and beautiful return to multigenerational living.

It was an incredible 15 months together that they could never have planned, he says. It was a gift, he adds.

Returning to His Roots — with Even More Purpose

As owner of his boutique production company, Carey is back to doing what he loves — producing top-tier live events. Whether they are providing high-end DJ entertainment or full-scale audiovisual productions, his team treats each client as a VIP.

A testament to his integrity, flexibility, and creative drive is his long-standing relationships with clients such as Cutco and Tony Robbins.

Beyond Business: Why Travel Expands the Soul

Business isn’t Carey’s only passion. In addition to recording, he is an avid traveler who believes exposure to cultures leads to personal growth.

He says traveling teaches you that there is no one ‘right way’ to live. By doing so, you develop empathy and awareness.

Particularly powerful have been his experiences in Israel. Despite tensions in the region, Carey describes it as the most beautiful place he has ever been — not only for its scenery, but also for its peaceful coexistence among Arabs, Muslims, and Jews.

Aside from recording music and producing a documentary, he is also a volunteer in the Gaza area. He has also released the track, NOW! A Song for Peace, a heartfelt song inspired by the October 7 Hamas attacks.

Seeking Growth in the Extreme

Another standout experience? Having the opportunity to dive 80 feet underwater with 13 bull sharks without cages or fear.

You must be at peace, he says. They sense your energy.

As a test of his readiness, his guide took him on a pitch-black cave dive. Despite the challenge, Carey proved once again that growth occurs when limits are pushed.

Big Takeaway: Show Up and Adapt

Carey’s journey through COVID is more than just a business pivot. It’s a masterclass in adaptability, mindset, and living with purpose. Whether he’s managing multimillion-dollar supply chains, performing on stage, or scuba diving with apex predators, Carey always brings the same attitude: Show up, stay calm, and act boldly.

His philosophy? It’s okay to experience emotions — quickly. After that, get to work.

Through that kind of thinking, he built resilience, grew stronger in the face of adversity, and inspired others to find opportunity despite how uncertain things might seem.

Oh—and if you ever find yourself at a cigar-rolling competition? He won Chicago’s top honors and came close to winning the national championship. This is just one more example of Carey’s precision, passion, and willingness to take risks.

Key Takeaways

• Swift and decisive pivoting is crucial. As his primary industry vanished, Carey didn’t hesitate to shift his business entirely, identifying an urgent market need (PPE) and leveraging a dormant business entity. As a result of this rapid adaptation, his company was able to survive.
• Leverage unexpected skills and backgrounds. Carey leveraged his old biology degree to comprehend the technical specifications of personal protective equipment, illustrating the value of diverse knowledge in unforeseen circumstances.
• Embrace high-stakes risks with confidence. With meticulous planning and execution, the company secured a $5 million government contract that required strict three-week delivery deadlines.
• Master emotional regulation (“The Five-Minute Rule”). During times of chaos, Carey’s personal philosophy of allowing only five minutes for negative emotions helped him navigate immense pressure, prevent burnout, and maintain focus.
• Invest in future-proofing during downtime. During the industry shutdown, Carey invested significantly in a new website with AI integration. In addition to generating new Fortune 500 leads and increasing scalability, this proactive digital transformation proved to be a strategic move.
• Maintain resilience against personal & professional adversity. In addition to business challenges, Carey faced sophisticated identity theft and cryptocurrency scams. Despite this personal crisis, he was able to handle it without letting it derail his overall goals.
• Discover purpose and growth beyond the professional realm. As Carey’s story illustrates, true success extends beyond financial rewards. Extending family time during lockdown, traveling, cultural understanding (especially in Israel), and extreme adventures, such as shark diving, illustrate his holistic approach to life.

Featured Image Credit: Miguel Á. Padriñán; Pexels: Thank You!