Upfront Event Planning

At Upfront, co-founders Zach Hilberath and Serena Johnson believe unforgettable events come from the perfect blend of vision, detail, and execution. With backgrounds in retail leadership, visual merchandising, design, and entrepreneurship, we bring a uniquely professional edge to every celebration. Zach has managed multi-unit retail operations overseeing tens of millions of dollars in business, led new store openings, and executed large-scale charity events that have raised over $10,000+ for local communities. With extensive experience in visual merchandising and operations management, Zach specializes in creating flawless event flow, polished aesthetics, and seamless coordination. Serena is an accomplished graphic designer who has worked with high-profile clients and agencies, balancing creativity with strategy. She has also successfully run her own businesses, managing diverse client portfolios and delivering bespoke design solutions that elevate every experience. As co-founders of Upfront, we partner with clients of all kinds — from intimate birthday parties to large-scale corporate events — and tailor each project to match your vision and goals. Together, we combine corporate-level management expertise with creative design vision to craft events that are as organized as they are stunning. Whether you’re hosting a milestone celebration or a high-profile corporate function, Upfront is committed to turning your ideas into unforgettable moments.