Gianna’s Gem - Beyond Caviar: Why Attendee Journey Makes or Breaks Exec Events (Copy)

Hi there,

Last week I attended Nvidia GTC Conference in the heart of Silicon Valley on behalf of a company I support as a fractional head of events, Codeium (check out their windsurf coding product and our upcoming events here - you’re not going want to miss our Windsurf lounge at Google Cloud Next in April!)

I’ve reviewed close to 100 third party AI and tech events this year and evaluated so many third party sponsorships that I felt it was only fair to break open the treasure chest of knowledge about sponsoring major tech events like Nvidia GTC, Google Cloud Next, and AWS re:invent. If you've ever walked through one of these conference halls wondering how some companies seem to nail their presence while others fade into the expensive background—this one's for you.

The Budget Reality Check 

Let's talk money: Here's what you can expect to shell out for these premium tech conferences:

Tier 1 Events (AWS re:invent, Dreamforce, Google Cloud Next)

• Bronze/Base Level: $30,000-$50,000

• Silver/Mid-Tier: $75,000-$125,000

• Gold/Premium: $150,000-$250,000

• Platinum/Diamond: $300,000-$500,000+

Tier 2 Events (Nvidia GTC, Microsoft Build, Apple WWDC)

• Bronze/Base Level: $15,000-$35,000

• Silver/Mid-Tier: $50,000-$85,000

• Gold/Premium: $100,000-$175,000

Gianna’s Gem: These prices typically include just the booth space and basic package. Once you add custom booth builds, MPO’s (marketing promotional opportunities), staff travel, promotional items, lead capture tools, and after-hours events, you're looking at a 30-50% increase on those base numbers. It’s like Southwest airlines…the ticket cost is only the beginning so be prepared to spend a lot more to make it worth your while.

Worth the Gold vs. Fool's Gold: Promotional Opportunities 

Not all sponsor perks are created equal. Here's my battle-tested breakdown:

Worth Every Penny ✅

• Speaking slots: Especially if they're on the main stage or in targeted tracks relevant to your audience. These typically come with higher-tier sponsorships, but the thought leadership opportunity is invaluable. These can also be great opportunities for your Execs to “test” out their presentations before your own hosted conferences where you can then record the sessions once they’re perfected!

• Pre-show attendee list access: Being able to pre-book meetings before the conference chaos begins is game-changing for your sales team. Note: you need to ask for these up front as often show organizers will only provide you with a list of companies and titles rather than actual names of attendees.

• Private meeting rooms: Having a quiet, branded space to take hot prospects is far more effective than shouting over booth noise or trying to find ad hoc space in a crowded event environment. Warning: Nvidia GTC had a 45 minute elevator line for the elevators leading up to meeting suites (not ok), but the lesson learned was to make sure when you book your meeting room it’s in a location that can be accessed easily and ideally by stairs as well as elevators (i.e. on floor 2 rather than 12).

• Sponsored hands-on workshops: Attendees love practical learning, and this gives you extended time with potential customers.

• Meaningful Lounges: Having planned Google Cloud Next for 3 years, I know first hand that we only planned for seating for about 25% of attendees, making all of the lounges a hot commodity for attendees. Sponsoring a lounge is a great idea, but only if you use it strategically, such as having plenty of staff on hand to host ad-hoc demos, have an interactive experience, and other brand building video and photo ops. Psychologically, people feel a need to “repay a favor” so by offering people a comfortable spot to sit down, they’re much more likely to engage with your team while there.

• Larger booths if used strategically: I loved how Google Cloud had a two-story booth at Nvidia and used the second story for Executive Meetings. It was a great way to meet Execs who might not have wanted to travel to a meeting suite or to take adhoc meetings with key accounts in a sleek space above it all.

Save Your Money ❌

• Logo-only digital ads: Unless you're a well-known brand, these rarely drive meaningful traffic.

• Bag inserts/general swag distribution: Most end up in hotel trash cans. (Sorry, but we all know it's true.)

• General session sponsorships (without speaking time): Paying just to have your logo shown for 30 seconds rarely justifies the cost.

• Generic banner ads throughout the venue: These suffer from serious banner blindness.

• After-hours party co-sponsorships with 10+ other companies: You'll get lost in the crowd, and attendees will remember the free drinks, not your brand.

• Logo-only anything without activating properly - I often marvel at sponsors who pay for branded bars, coffee stations, etc. but have no content or staff there to drive meaningful conversations.

• Miniscule booths that are in a corner where you’ll be missed. Just pass if that’s all you can get and go with a speaking opp instead.

Pro-Tips for Contract Negotiations: Questions That Save Money and Headache

Before signing that sponsorship contract, be sure to ask the sponsorship team:

1. "What was the exact verified attendance from last year, broken down by job title and company size?" Don't accept vague numbers or registered vs. actual attendees.

2. "Can you provide a heat map of last year's exhibition floor?" This reveals which areas got the most traffic and which were virtual ghost towns.

3. "What's the attendee-to-exhibitor ratio?" Lower is better. Too many sponsors competing for the same audience dilutes impact.

4. "Which sponsorship elements from last year had the highest engagement metrics?" Make them prove the value with data, not just the standard package.

5. "What sponsor-exclusive networking opportunities exist with C-suite or decision-maker attendees?" This is where the real gold lies.

6. "How many concurrent sessions run during expo hours?" More sessions mean fewer people wandering the exhibition floor.

7. "What's your policy on adding new sponsorship elements or custom activations?" Flexibility here can be a game-changer for creative marketers and I ALWAYS try for custom ideas.

8. "What dedicated promotion will my specific company receive across email, social, and the event platform?" Get specifics in writing, with minimum impression guarantees when possible.

9. What press and analysts will be in attendance and will we have access to them?

Pro Tip: If the event sponsors can't or won't answer these questions with specifics, that's a major red flag. The best event partners come armed with data and transparency.

Onsite Success Strategies: Making Your Sponsorship Shine 

You've signed the contract. You've spent the money. Now, how do you ensure it wasn't all for nothing?

Pre-Show Preparation

• Book meetings in advance: Aim to fill 60% of your calendar before the event starts. Use LinkedIn, email campaigns, and your sales team's outreach.

• Double confirm meetings AND incentivize attendance by asking if you can pre-order them a coffee or beverage to have waiting for them (trust me, those coffee lines are a nightmare at conferences and the small but thoughtful gesture makes a difference!)

• Train your booth staff: Not on product features, but on qualification questions and engaging conversations that don't feel like sales pitches.

• Develop a content strategy: Plan website, social posts, blog content, and email communications to deploy throughout the event to let people know you’re there.

Onsite Execution

• Shift schedules strategically: Have your best people during peak hours and maintain consistent coverage during all expo hours.

• Implement the "no phone" rule: Booth staff scrolling through their phones is the fastest way to repel visitors.

• Create a visual distinction: Whether it's matching branded clothing, an unusual booth activity, or standout design—be memorable in a sea of sameness.

• Capture leads systematically: Use a consistent qualifying system that integrates with your CRM for immediate follow-up.

• Host a micro-event, raffle or competition: Schedule a 15-minute presentation at your booth every few hours to create crowds and energy.

• Learnings Tracker: Start an onsite learnings document to track learnings while they’re happening so you don’t lose them later on after the show.

Post-Show Maximization

• Follow up within 24 hours: Send personalized messages to every meaningful connection while your conversation is still fresh.

• Share content recaps: Create blog posts, video summaries, or infographics highlighting key takeaways from the event.

• Hold a debrief session: Collect feedback from all team members who attended on what worked and what didn't.

• Calculate ROI immediately: Don't wait weeks to determine if the sponsorship was worth it. I have a standing monthly debrief on all of our monthly events so we can capture learnings and pivot upcoming strategy if needed.

The most successful event sponsorships aren't about the flashiest booth or the biggest spend—they're about strategic alignment, careful planning, and flawless execution.

Remember: a mid-tier sponsorship with targeted add-ons often outperforms an unfocused premium package. Be intentional, be prepared, and most importantly, be ready to adapt when the exhibition hall doors open.

XX,

Gianna

P.S. Email me if you need help with how to turn those hard-earned event leads into actual pipeline opportunities.

What I’m Loving this week:  For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

Women in AI: Since March is Women’s month, and I’m a huge champion of women leaders, especially in tech, I wanted to highlight the amazing group, Women in AI, who’s founder, Claire Xie, I recently had the pleasure of meeting. Not only is she a founder herself, but she’s grown this grassroots organization to over 5000 members in less than two years - beyond impressive! Women in AI Club is a non-profit organization in the Bay Area, whose mission is to foster a vibrant community dedicated to empowering, connecting, and elevating women in artificial intelligence. They host a number of events, including an upcoming Top Golf event next Friday, 3/28, for founders with 20+ team members. Claire’s extending an invite to my female founders in the tech/ai space and you can find more details here.

P. S. Need to chat? Book a 1:1 using my link for Expert advice on intro: intro.co/GiannaGaudini

Gianna’s Gem - Beyond Caviar: Why Attendee Journey Makes or Breaks Exec Events

Hi there!

Last week, I attended an AI Executive Dinner at the exclusive SF restaurant, One65. Typically, when deciding whether attending one of these events will be worth my while, I ask the organizers to review both the agenda and the guest list. In this case, both seemed promising: The evening would feature a Michelin star 5 course dinner, an AI panel (featuring one female CMO), networking with ~30 leaders from companies like Meta, Apple, Google, and a number of AI startups. In short, it had all the right ingredients to make a successful night. 

But…as I’ve blogged about previously…having the right ingredients doesn’t always guarantee a great event.

During the cocktail hour, I was asked by the Executive host of the dinner for suggestions on how to run the evening’s event. This was part flattering, part horrifying…yet, didn’t come as a surprise as this was actually the second time I have attended one of these dinners in the past few months where the event organizer asked me for the best way to run the evening while AT THE EVENT. And that’s why I’m focusing today’s Gem on the reason why it’s important to think through the flow of an event, and not just the ingredients BEFORE you have a room full of executives.

When planning an executive gathering, it's tempting to focus on the ingredients only: impressive venue, check!t Great guest list from impressive companies - check! Entertainment - check! 

Gianna’s Gem: Here's the truth many planners miss: you can nail every ingredient that should make for a great event, but if the event isn’t thoughtfully planned with the attendee journey and outcome in mind, it might easily fail.

The Executive Event Paradox

I've witnessed this scenario countless times. A stunning rooftop venue with skyline views that would make anyone's jaw drop. A chef flown in from another continent. Entertainers who have performed for royalty. A guest list consisted of the most influential leaders in the industry.

And yet... something felt off.

The executives weren't connecting. Conversations remained surface-level. People checked phones discreetly, wondering when they could politely exit. Despite ticking every box on the luxury event checklist, the experience failed to deliver what executives truly seek: meaningful connections and valuable exchanges done in a manner that is intentional and efficient.

What Executives Really Want

Let's be honest - executives don't attend your dinner for the imported truffles or branded swag bags. Those elements might pique their interest, but what keeps them engaged and ensures they'll accept your next invitation is something far more valuable:

• Genuine peer connections with others who understand their unique challenges

• Insights they can't Google shared in an environment of trust

• Space for authentic conversation without the constant pitch

• Efficient use of their limited time

The Over-Indexed "Wow Factor" Trap

Many planners fall into what I call the "wow factor trap" - spending disproportionate time, budget and energy on creating Instagram-worthy moments that ultimately distract from rather than enhance meaningful connection.

Example: At this event last week, there was a magician. I have blogged previously about how magicians can be a great event element. But you can’t just toss a magician into the mix without a purpose. In the case of this event - it was unnecessary and a distraction. The magician approached me in the middle of a conversation I was having, which became an annoyance rather than a delight. And then the magician started off the dinner portion of the evening while the AI panel was saved for the dessert course (at which time I personally had to depart and missed it!)? The miss here? The executives are too busy watching the performance to speak with each other or . The magician compromised valuable conversation and content time. It's was supposed to be engaging, but did it facilitate better connections which was the point of the dinner? No.

On the other hand, I used a magician at my husband’s 50th birthday (Check out Dennis here), but I was intentional about why he was there. As people gathered, he helped provide some entertainment, but only when people looked like they weren’t talking to other people. This warmed them up to him so that when we all sat down, he performed 3 tricks, one of which included my son so he would have a part in the special evening, one which involved my husband, the guest of honor, and the other involved the entire group. This sparked people’s attention and created delight all while servers were taking dinner orders so it didn’t interrupt the rest of the Jeffersonian style dinner I had planned.

Designing the Attendee Journey with Intention

The difference between forgettable and transformative executive events isn't found in bigger budgets or flashier elements - it's in the thoughtful design of the attendee journey from start to finish:

1. Pre-Event: Set the Foundation: One of my favorite authors, Priya Parker, writes in The Art of The Gathering about why it’s important to communicate with guests in advance about what they should expect from the event and prime them. 

• Communicate the value proposition clearly - executives need to know exactly why this gathering deserves their time. One of the biggest complaints I hear from Executives is no clearly communicated agenda or value proposition in advance.

• Provide just enough context about other attendees to spark curiosity. Bonus: Curate connections in advance. Summit Series does a great job of personally introducing attendees to each other on a 1:1 basis in advance so people know at least one person they can connect with at the event.

• Set appropriate expectations about the format and flow and just like a good marketing campaign - don’t bury the lead! If the main point of the event is the content, don’t save it for the dessert course!

• Gather meaningful input that shapes the experience. When Execs are giving up their time to attend your event, it’s a nice touch to ask them what they’re hoping to get out of the experience or any topics they’d like to see covered. It's a simple but highly strategic step and just takes a little extra time and thoughtfulness..

2. Arrival: Reduce Friction Points

• Streamline check-in to minimize administrative tasks and have a passed drink (I recommend sparkling wine, white wine and water) at the ready so people don’t have to spend the first 30 minutes networking on the way to the bar (pain point alert!)

• Facilitate immediate connections rather than leaving people to fend for themselves. It is such a next-level move to have your team ready to personally introduce whoever arrives to someone you feel they’d benefit from speaking with. Again - this requires no extra time, simply extra thoughtfulness.

• Offer a moment to transition from the outside world to your experience (I always offer where the restroom is, or have a personal host offer to take people’s coats and see if they need anything or a moment before escorting into the reception.

3. During: Orchestrate Without Controlling

• Create conversation catalysts that spark meaningful discussion with conversation starters or a common question to get the group warmed up like “What was your first job”? Or “If you had 50 years more to live, what would you do”?

• Design seating arrangements that foster new connections and are strategic for both the company and enjoyable for attendees. Birds of a feather also works if you don’t know who will be best suited to sit together so people can self-select the peers they want to engage with.

• Balance structure and spontaneity throughout the agenda. If you have content, keep it light and add in opportunities for people to mix and mingle so they’re not stuck in one seat all night.

• Read the room and adjust when energy shifts - always have a pivot in mind.

• Build in reflection moments that help insights crystalize or a takeaway for attendees. A personal favorite of mine is to have people write themselves a note or key takeaway that they want mailed to them in 3 months. Then you collect and mail them - it’s a great way to remind people of their intentions and also follow up with them!

4. Departure: End with Intention

• Provide closure that honors the time invested and if including a survey ask people if there was anyone they’d like an introduction to (with permission of course)

• Capture commitments or insights while they're fresh and distribute in a meaningful way. If you take professional photos, send the photos of attendees directly to them with a thank you note for attending.

• Create a delightful exit experience - I had to leave the Executive Dinner before dessert and it would have been lovely to have had a truffle and decaf coffee to-go! I love building in a sweet treat or warm drink for folks as they depart, especially if they have a long commute home.

Success Without Spectacle: A Case Study

One of the most successful executive dinners I've facilitated featured none of the typical "luxury" elements. The venue was a private dining room in a moderately-priced restaurant. The menu was simple but well-executed. There were no entertainers, no surprise moments, no elaborate gift bags.

What it did have was a thoughtfully designed attendee journey:

• A pre-dinner exercise that surfaced each executive's most pressing challenge, moderated by a very skilled host.

• A seating arrangement that positioned people next to others with complementary experience and affinities

• Conversation prompts that progressed from easy sharing to more vulnerable discussion

• Facilitated moments that ensured everyone contributed without putting anyone on the spot in an un-conference style format that ensured the topics that evening were relevant to those in the room

• A simple mechanism for capturing insights and connections made and sharing out afterwards.

• A thoughtful gift at the end which was a professional headshot and a bag with some artisanal goodies, a beautiful artisanal journal and pen that I will actually use, and a credit to take an Uber home (nice touch).

The result? Executives who typically duck out early stayed past the scheduled end time and the room was truly engaged. Multiple business relationships formed that night have led to partnerships. And the host received unsolicited messages of thanks for an "unusually valuable" evening. I’ve kept in touch with two people from that event personally who have reached out to make sure they stay on my mailing list!

Making Your Next Executive Event Count

Whether you're planning a dinner for 20 or a summit for 200, consider these questions before locking in the details:

1. Have you mapped the entire attendee journey, or are you just working off a mood board?

2. Does each element of your event contribute to or detract from meaningful connection?

3. Are you creating environments where authentic conversation can flourish?

4. Have you built in mechanisms to gauge engagement throughout and pivot if necessary?

5. Are you providing the right balance of structure and space?

The bottom line: Executives don't need another fancy dinner to attend. What they crave are experiences that deliver authentic connection, valuable insights, and efficient use of their time. When your attendee journey delivers those elements, you've created something truly valuable - with or without the bells and whistles.

What I’m Loving this week:  For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

Bespoke Interactive Entertainment - meet Haikuists. As a lifelong writer, I was thrilled to be introduced to this amazing team through The Battery. They are like a photo booth for your soul, delighting guests with personalized haiku poems crafted on vintage typewriters! Not only that, their poets are elegantly dressed and engage with guests, turning their stories into unique, memorable haiku. How it works: Over the course of just a few minutes, guests share a piece of their life and receive a bespoke haiku which captures their essence in a haiku. Each haiku is a concrete memento—a symbol for guests that their story is worthy of being turned into a small but mighty work of art. Poetry is a gateway to more meaningful connection between humans, allowing them to unlock creativity that they didn’t know existed within. I love that Haikuists mission is to make poetry accessible to everyone so that they may experience the joy of connection that comes along with it. They are providing my gems with a 10% discount code if you apply GiannaVIP to any order when you reach out here. 

XX

Gianna

P. S. Need to chat? Book a 1:1 using my link for Expert advice on intro: intro.co/GiannaGaudini

Decoding Luxury Hotels

Hi there,

Just like an event can be good, great, excellent, or exceptional, the same is true for hotels and the experience they provide for travelers and groups visiting them. This week we’re diving deep into the world of luxury hospitality…exploring what truly sets apart the tiers of luxury hotels and why those famous star ratings might not tell the whole story. 

The Deceptive Nature of Star Ratings

Let’s face it - star ratings can be misleading. A five-star hotel in a secondary market might barely qualify as a four-star property in Paris or New York. Moreover, rating systems vary by country and certifying body. Some properties self-rate, while others undergo rigorous third-party evaluations. The key? Look beyond the stars.

The Good: Foundation of Luxury

Good luxury hotels, like good events deliver on expectations and nail the basics such as:

• Immaculate cleanliness that extends beyond guest rooms to every corner

• Professional staff who are well-groomed and courteous

• Quality bedding with high thread-count linens

• Reliable room service with decent presentation

• Functioning amenities and basic concierge services

However, they often miss subtle details that keeps them from reaching higher levels of excellence. You might notice slight inconsistencies in service, generic toiletries, or standard restaurant offerings. These hotels are comfortable but don't create memorable moments and the same is true for basic well-done events. They might achieve the expectations, but they’re not going to be the event that creates catharsis and metamorphosis in an attendee or drives them to share about this event for years to come.

Hotels in this category include: Most Westin properties, Renaissance Hotels, Sofitel properties in secondary markets, Certain Kimpton Hotels, InterContinental Hotels in smaller markets

• Standout Example: The Westin Palace Madrid - reliable luxury with good service, though not quite reaching the heights of Spain's most exclusive properties

Good Luxury Hotels Are Perfect For:

• Business travel where comfort and reliability matter more than exceptional experiences

• Large corporate conferences where consistent service matters more than customization

• Short city breaks where the hotel serves primarily as a comfortable base

• Events with strict budgets that still require an upscale venue

• Training sessions where the focus is on content not experience

• Industry conventions where adequate space matters more than luxury touches

The Great: Elevation Through Detail and Personalization 

Great luxury hotels, like great events, go the extra mile and deliver qualities like:

• Anticipatory service that addresses needs before they're voiced

• Personalized touches like welcome amenities based on guest preferences

• Curated partnerships with local artisans and experiences

• Signature scents and custom-branded luxury toiletries

• Staff who remember returning guests and their preferences

• Sophisticated F&B programs with talented culinary teams

These properties understand luxury is in the details, but might still struggle with consistency across all touch points.  Think: Most Four Seasons in secondary markets, Park Hyatt properties in Asia, Waldorf Astoria properties in the Americas, Rosewood properties in secondary markets, Many Edition Hotels

Standout Example: The Shangri-La Singapore - consistently excellent service with great attention to detail, while maintaining approachability

Great Luxury Hotels are best for:

• Intimate corporate retreats requiring personalized attention

• Smaller events/weddings (50-150 guests) seeking sophistication without extravagance

• Family celebrations where attention to detail enhances the experience

• Incentive travel programs for mid-sized groups

• Product launches requiring elegant settings but not ultra-luxury

• Multi-day conferences needing varied dining and entertainment options

The Excellent: Mastery of Experience

Excellent luxury hotels transcend traditional hospitality and just like great events, you know one when you experience it due to qualities like:

• Flawless service choreography where every department works in perfect harmony

• Innovative technology that enhances rather than complicates the stay

• Exceptional concierge teams with impossible-to-get reservations at their fingertips

• Unique programming that creates Instagram-worthy moments

• Sublime dining experiences (Michelin star) that draw locals and travelers alike

• Thoughtful design that tells a cohesive story throughout the property

The excellent category is where true luxury begins to shine. Think: Most Aman Resorts, Peninsula Hong Kong, Mandarin Oriental Bangkok, Ritz Carlton Paris, Four Seasons Paris, The Connaught London

Standout Example: The Peninsula Beverly Hills - masterful service execution with innovative programming and exceptional attention to detail

Excellent hotels are ideal for events like:

• High-profile corporate board meetings

• Luxury brand showcases and fashion events

• Celebrity or VIP hosting

• Larger weddings (150-300 guests) demanding seamless execution

• International diplomatic gatherings

• Premium incentive travel programs

The Exceptional: Beyond Hospitality to Truly Transformative

Exceptional luxury hotels exist in a realm of their own and are the true 1% of hospitality. Like life-changing events, one is lucky to have an opportunity to experience one, and it will often leave an impression that goes beyond memorable to transformative and inspirational:

• Transformative experiences that change how guests view hospitality

• Staff who operate like luxury brand ambassadors rather than traditional hotel employees

• Partnerships with ultra-luxury brands that feel organic rather than commercial

• Architecture, art collections and interior design that become destinations themselves

• Culinary programs helmed by renowned chefs pushing creative boundaries and even include gourmet offerings for pets and children

• Services that seem magical in their execution and timing

• Cultural programming that connects guests with exclusive local experiences

These properties don't just exceed expectations—they redefine them. Think: Aman Tokyo, Four Seasons Florence, Laucala Private Island, Fiji, Royal Mansour Marrakech, Burj Al Arab Dubai, Raffles Singapore

Standout Example: Cheval Blanc Randheli Maldives - redefining luxury through unprecedented attention to detail, exceptional design, and transformative experiences

One might seek out a truly exceptional hotel for:

• Royal and diplomatic state visits

• Ultra-luxury brand global launches

• Celebrity weddings requiring absolute privacy and security

• International summit meetings

• Exclusive gatherings of global leaders

• Once-in-a-lifetime celebration events

• Ultra-high-net-worth individual family gatherings and celebrations

• Events requiring helicopter access or extreme security measures

The key is matching the hotel tier to both your purpose and your audience's expectations. Sometimes, an exceptional hotel might actually be too formal for a casual corporate retreat, while a great hotel might provide the perfect balance of luxury and approachability for your internal event while sending the right level of optics on corporate governance.

How to Identify True Luxury

Event planners: when looking for the right level of luxury, go beyond the obvious indicators of reputation and price point, and in an RFP, look for:

1. Staff tenure and training programs

2. The sophistication of their standard operating procedures

3. How they handle special requests and customization

4. The quality and exclusivity of their partnerships

5. Their approach to sustainability and social responsibility

6. The depth and breadth of their concierge services

7. Their ability to create authentic local connections

8. Responsiveness and communication

Event Planning at Luxury Properties: When Things Go Wrong

As an event planner, even the most exceptional properties can have off days. Here's how to handle suboptimal experiences:

Prevention:

• Document everything in writing, including verbal agreements

• Have detailed BEOs (Banquet Event Orders) signed off by all parties

• Conduct thorough site inspections, including back-of-house areas and advance VIP rooms looking in all drawers, making sure all outlets work, etc.

• Meet key team members who will execute your event and get their direct mobile number

• Request contingency plans for weather, staffing, and other variables

When Issues Arise:

1. Document Everything: Take photos, save emails, and keep detailed notes

2. Maintain Professionalism: Even in frustrating moments, keeping calm helps resolve issues faster

3. Escalate Appropriately: Know the chain of command and when to move up it

4. Focus on Solutions: Present concrete ways to address problems rather than just highlighting issues

5. Leverage Relationships: Your rapport with hotel management can often expedite solutions

After the Event:

• Schedule a detailed debrief with the hotel team

• Request specific compensation or future considerations if warranted

• Document lessons learned for future events

• Maintain professional relationships despite challenges

• Consider whether the issues reflect a one-time situation or systemic problems

True luxury isn't about marble lobbies or designer uniforms—it's about creating moments that transform ordinary stays into extraordinary memories. The best properties understand that luxury is both an art and a science, requiring constant innovation while never losing sight of timeless hospitality principles.

What I’m Loving this week:  For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

Because it’s Valentine’s Day month…Read On All My Single Guys and Gals!

The Bevy: I recently returned from a 50th birthday celebration at The Edition Riviera Maya hosted by the founder of The Bevy. The Riviera Maya was a gorgeous destination, just over a year old with stunning architecture, one of the most amazing suites I’ve ever stayed in, and luxurious beach and five star dining. More than the venue, I loved catching up with the host and learning more about her wildly successful (95% success rate) bespoke matchmaking company, The Bevy, which was just featured in Goop (and formerly in other small publications like Forbes, Vogue, The Wall Street Journal, etc). It’s no coincidence that The Bevy is busy…with COVID behind us, and people sick of swiping apps, I’ve been approached by at least a dozen highly eligible singles this past year asking me if I know of anyone exceptional to match them with. Rather than do the matchmaking myself, I now have a reliable partner to help. Email me if you’d like an intro and I’m happy to connect you directly so you can manifest your dream relationship because life’s too short to be lonely.

XX,

Gianna

P. S. Need to chat? Book a 1:1 using my link for Expert advice on intro: intro.co/GiannaGaudini

The Art of the Strategic “No”: Finding Balance in a "Yes" Industry

Hi there,

In our world of events and hospitality, "yes" isn't just a word – it's practically embedded in our DNA. "Of course we can add 50 more guests!" "Yes, we can change the entire floor plan the night before!" "Absolutely, we can accommodate every single dietary restriction!" Our ability to make the impossible possible, to turn every client's dream into reality, is what makes us exceptional at what we do.

But here's the truth I've learned (and admittedly still working on) after years of managing everything from intimate retreats to large-scale corporate events: That same superpower of saying "yes" that makes us brilliant at our jobs can also become our greatest personal and professional obstacle. If you find yourself having a hard time sleeping at night because you have so many ideas or tasks floating through your brain, read on for strategies to better balance out your life so that you can manage your energy to gain exceptional results personally and professionally.

When Your Professional "Yes" Becomes Your Personal Default

Many of us wear our "yes" mentality like a badge of honor. We pride ourselves on being the person who can handle it all, fix everything, and never turn down a request. It becomes more than a professional skill – it transforms into a core part of our identity. Soon enough, we're saying yes to joining three different industry boards, planning the school fundraiser, providing free career advice and taking on side projects that leave us running on empty.

The Hidden Cost of Being Everything to Everyone

Recently, I watched a brilliant event planner friend try to simultaneously coordinate two weddings, a corporate retreat, and a charity gala – all while serving as the regional chair of an industry association. The result? She confided to me that she was frustrated in herself for making simple mistakes she'd never made before, her health was suffering, and none of her projects were getting the meticulous attention to detail that had built her reputation in the first place. Her over-commitment wasn’t allowing her to reach her full potential, and she nearly burned out in the process. This isn't just about time management – it's about energy conservation and impact maximization.

Embracing the Power of Strategic No's

When you say no to the good, you create space for the exceptional. This isn't about becoming a "no person" – it's about becoming intensely selective about your yesses. Think of it as curating a premium marketing portfolio rather than running a discount store of scattered efforts.

Example 1: A good friend of mine is a highly respected investor. He says “pass” on most opportunities I send his way, and do I disrespect him at all for this? Not at all! If anything, I respect that he doesn’t swing at every pitch and instead is highly selective about who he’ll even have a preliminary conversation with knowing how valuable his time is. And when I asked him what he likes least about his day he told me “nothing - I love my life!”. Boom.

Example 2: I frequently lead Agency RFP processes for clients. I’ve had situations where agencies have said yes, even though they were unqualified for the project or were too busy to properly address the RFP requirements, ultimately tarnishing their reputation when they didn’t deliver quality work or effort. On the other hand, when an agency turns down an RFP because they’re too busy, or because they don’t think they’d be a strong fit, I often respect them MORE and am more inclined to want to work with them in the future! Bonus points if they recommend another agency that might be able to help me - that’s abundance mindset and it works brilliantly.

The Art of the Gracious No

So how do we say no without burning bridges? Here's what I've found works: First, acknowledge the value of the request. "This sounds like an exciting initiative" shows you've actually considered it rather than dismissing it outright. Then, be transparent about your priorities. "I'm currently focused on our Q1 campaign launch, which requires my full attention to ensure its success." This demonstrates professional commitment rather than personal reluctance. Finally, offer alternatives when possible: "While I can't take this on, I'd be happy to connect you with Sarah, who specializes in this type of project."

Here's a practical framework for event and hospitality professionals to master the art of selective commitment:

The Why: your mission statement to keep you honest when it gets hard to say no: 

• To protect your highest-value priorities and relationships

• To maintain the quality of your core work

• To preserve your mental and physical well being

• To keep your creative energy fresh for innovation

• To maintain your professional reputation for excellence

Identifying What Deserves Your Yes: Before committing, ask yourself:

• Does this align with my current professional trajectory?

• Will this opportunity still seem valuable six months from now?

• Does this build on my core strengths or key relationships?

• Can I give this my full attention and best work?

• Is the potential return worth the time investment?

Strategies for Saying No Gracefully

• The Gratitude Method: "Thank you so much for thinking of me for this opportunity. I'm honored to be considered..."

• The Honesty Approach: "I want to be upfront – my current commitments mean I couldn't give this project the attention it deserves."

• The Future Opening: "While I can't take this on right now, I'd love to be considered for similar opportunities after Q2 when my schedule opens up."

• The Alternative Solution: "While I need to decline, I'd love to connect you with [name] who specializes in this type of event and might be available."

• The Clear Calendar Response: "I've committed to focusing on [specific project] through [timeframe], and I need to honor that commitment to ensure its success."

When to Make Exceptions: Consider saying yes when:

• The opportunity aligns perfectly with your long-term goals

• It connects you with key industry leaders or dream clients

• It allows you to develop a crucial new skill

• The project genuinely excites you and you have the bandwidth

• It's a clear stepping stone to bigger opportunities

Gianna’s Gem: Remember, a "no" to someone else is a "yes" to yourself and your priorities. 

The goal isn't to say no to everything – it's to be intentional about your yeses so they serve your bigger vision. 

Each time you consider a new commitment, ask yourself: "If I say yes to this, what am I saying no to?" This simple question can help clarify whether an opportunity truly deserves your time and energy. Your ability to deliver exceptional experiences depends on having the time and energy to give each project your best. Sometimes, the most professional thing you can do is decline gracefully.

The Reward of Selective Focus

When you master the art of saying no, something magical happens. Your best work gets better. Your stress levels drop. And ironically, people begin to value your "yes" even more because they know it comes from a place of genuine commitment rather than obligatory agreement.

Remember, every time you say no to something that's merely good, you're saying yes to the possibility of something great. 

So the next time you feel that familiar pressure to say yes, pause and ask yourself: Is this the best use of my energy and expertise? Your future self – and your marketing results – will thank you for having the courage to be selective.

What ONE THING I’m Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

I’ve been having a lot of conversations with people lately around meditation and the benefits it provides, including clarity on your goals and how to get laser focused on your priorities while calming your mind so you’re not a chaotic swirl of stress in this hectic world.  My favorite meditation book is by guru, Emily Fletcher, founder of Ziva Meditation, called Stress Less, Accomplish More and it’s meditation for high energy folks - aka, my type of meditation. In Stress Less, Accomplish More, Emily teaches a powerful trifecta of Mindfulness, Meditation, and Manifesting to improve your personal and professional performance, clarity, health, and sleep. You’ll learn how to cultivate Mindfulness through brief but powerful exercises that will help you stop wasting time and getting crystal clear on your personal and professional goals for the future.

“We meditate to get good at life, not to get good at meditation.”—Emily Fletcher

XX,

Gianna

P. S. Need to chat? Book a 1:1 using my link for Expert advice on intro: intro.co/GiannaGaudini

Navigating the Stress Spectrum: Understanding the Dual Nature of Stress (Copy)

Hi there,

Last week we discussed leveraging positive stress (eustress) to your advantage and how to reduce negative stress (distress). Now that you’re hopefully feeling more regulated, and our of survival mode and intro creator mode, let’s focus outward on how to plan events and hospitality that will reduce stress for your attendees. 

Believe it or not, traveling to events can be a major stressor and if you can alleviate even half the stress for your attendees, you’re halfway to building an advocate for life.

When planning surprise and delight, and exceptional experiences, we can add things that will reduce stress, but also eliminate painpoints, both of which create exceptional experiences and put attendees into the mode of “stay and play” which is a strategic move because it primes them to internalize the messages you’re sharing with them and develop a positive brand affinity for you.

The Psychology of Event Comfort

Let's talk about the elephant in the conference room - event stress. Stressed attendees don't network effectively, don't absorb content well, and certainly don't leave with those glowing testimonials we're hoping for.

Think about the last time you attended a stressful event. Maybe you couldn't find parking, got lost trying to locate your session, couldn’t connect to wifi or waited over ten minutes in registration. These small friction points add up, creating a cognitive load that prevents attendees from fully engaging with your carefully curated content, or simply leaver the event.

Building the Foundation: Pre-Event Communication

Your event experience starts long before the doors open. Clear, timely communication acts as a virtual hand-holding exercise:

"Here's exactly where to park."

"This is what registration looks like."

"Here's your personalized agenda."

Pro tip: Create a comms plan that addresses common anxieties before they surface. Think of it as immunization against event-day stress.

Gianna’s Gem: Ask questions on surveys ONLY if you can deliver the delight you’re prompting. 

I was fortunate to be on the Ritz Carlton Tech Customer Advisory Board and learned during one FAM trip in London that it was studied that if you ask an attendee (or hotel guest) for a preference like their favorite type of beverage or snack before they arrive, but then you don’t deliver that specific beverage to them, they are actually MORE DISAPPOINTED and their brand affinity goes down, than if you hadn’t asked their preference!

So if you ask an attendee if they have a preference for something, make sure you can deliver it!

Space Psychology: The Hidden Impact of Layout

Ever notice how some venues feel naturally calming while others trigger instant anxiety? It's not just aesthetics - it's psychology in action.

• Noise: When evaluating a venue, keep in mind how “live” a space is and whether the noise will render the space a networking disaster. If it’s a great space, but very live, consider adding carpeting, pillows, rugs, and other textiles to mute some of the sound OR…

• Create decompression zones where attendees can take a breath between intense sessions, meditate, handle urgent work emails without guilt, and reset before networking.

• The magic ratio? Aim for 30% quiet space to 70% active space in your floor plan to allow for attendees of all neurodivergent types to enjoy the event.

• Outdoor space: Some of the most successful events I’ve planned have outdoor space to allow fresh air, movement, and the natural calming effect of nature. I once planned a CEO Summit for SoftBank Vision Fund where we hosted 90% of all sessions outdoors! We even built our General Session stage outdoors using an LED screen. It had a huge impact on attention spans and also felt so bespoke and special.

• Bring the Outdoors In: If it isn’t possible to have outdoor space, bring as much of the outdoor in as possible including plants (add them in social spaces, on stage, table-scapes), natural, local regional touches like pinecones or stones/shells to make attendees feel more grounded and give them a sense of place beyond the ballroom. 

• Color: The reason green rooms are painted green is because green is a naturally calming color, so when creating your event color palette, consider grounding colors like blues/greens and try to avoid too much red which tends to be a signal for stress (red alert!)

Time: Your Most Valuable Stress-Management Tool

We've all been there - running from session to session, barely time to grab water, let alone process what we've learned. 

• Try the 30:70 ratio. It seems counterinuituive, but I’ve found that attendees these days respond best to 30% prepared content (with slides) and 70% engaging content like Q&A, unconference, and interactive content.

• Build in 15-30 minute buffers between sessions and 1-1.5 hour lunches to allow people ample time to network, regroup and catch their breath rather than rushing from session to session

• Create "choose your own adventure" tracks with varying intensity after the general session so attendees can choose how engaged they want to be at any given point during the day.

• Schedule dedicated reflection times. One trick I love is to nominate one attendee in each breakout to take notes and share a 2 minute summary with the audience at the end of the day. It creates a sense of community and also gives attendees access to what they may have missed earlier without having to attend everything.

The Human Element: Staff as Stress Buffers

Train your team to spot anxiety signals and invest in having more humans on hand to support attendees (believe me, it is worth the spend) such as: 

• The lost look of someone checking their phone repeatedly

• The overwhelmed expression of a first-time attendee or an attendee with an accessibility need

• The frustration of someone who can't find their next session

• The person who needs to find a seat at a meal and doesn’t know anyone.

I also love to assign a “networking concierge” or two at events to connect likeminded attendees which can make a huge difference in meaningful connections fostered at the event (or strategically introducing your customer to a prospect!)

Sensory Considerations: The Invisible Stress Factors

I wrote an entire chapter in my book about the power of environmental psychology. Consider:

• Sound levels that allow conversation without strain

• Lighting that energizes without overwhelming

• Temperature that keeps people alert but comfortable

• Air quality that maintains freshness all day

• Access to windows and outdoor spaces

The ROI of Stress Reduction

The bottom line is that stress-free attendees are more likely to engage with your brand and sponsors, better networkers, more receptive to content and more likely to share positive social media content. Not to mention, they’re more likely to positively promote you via word of mouth and return to your next event (or schedule a follow up call with you).

Remember, your goal isn't just to create an event - it's to create an experience where every attendee feels supported, oriented, and ready to engage. When you reduce stress, you're not just being nice - you're maximizing your event's ROI and building brand loyalty that lasts long after the last session ends.

Want to take it further? Start mapping your attendee journey from first communication to final goodbye, and identify every potential stress point. Then, systematically engineer solutions that transform anxiety into anticipation.

Your attendees might not consciously notice all these stress-reduction techniques - and that's exactly the point. The best event experience is one where comfort feels completely natural.

What ONE THING I’m Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

Corporate Event Photography: Andrew Weeks Photography: From tech unicorns to industry giants, from major conferences to intimate team outings, Andrew Weeks brings his unmatched professionalism - with artistic intent - to not just document an event but to capture the experience, the atmosphere, the story the event was created to tell. Andrew is a storyteller with his camera and is a true ninja - my Executives never even know he’s there, yet he captures the magic and delivers as promptly and deftly as needed. Andrew has been my go-to corporate event photographer for nearly two decades (!) for major brand events like Google, Amazon, VMware, and Airtable. Every client I introduce him to falls in love with him because he’s so easy to work with and just so talented! Take 10% off photography services, using the code: GiannaVIP and reach out if you need a personal intro. View his Corporate Events page here.

Navigating the Stress Spectrum: Understanding the Dual Nature of Stress

As we near the finish of first month of 2025, I keep hearing the 5 letter word “stress” in more and more of my conversations. Stress is inevitable, but it does fall on a spectrum, and can even be beneficial, which is why this week’s Gem is all about how to make it work FOR you.  

One of my favorite Google Executives once shared: “Stress + Rest = Growth”

Stress, often vilified in modern discourse, actually exists on a nuanced spectrum. In the high-stakes world of event planning, understanding this spectrum becomes crucial for both personal wellbeing and professional success.

The Science Behind Eustress

Eustress, derived from the Greek prefix 'eu-' meaning good, represents positive stress that energizes and motivates. When experiencing eustress, your body releases a controlled amount of cortisol and adrenaline, enhancing cognitive function and physical performance. This biochemical response sharpens focus, improves memory retention, and boosts immune system function when managed properly. 

Did you know: Our body actually releases cortisol in the morning to wake us up? If we didn’t have cortisol (often vilified along with stress), we might not even make it out the door!

The Shadow Side: Understanding Distress

Distress occurs when stress becomes overwhelming or chronic. Unlike eustress's energizing effects, distress triggers an excessive stress response that can lead to elevated cortisol levels, compromised immune function, and cognitive impairment. This negative stress state often manifests both physically and psychologically. Distress can also happen when too many stressors (which can be illness, work, family, emotional, etc) overwhen your body and mind’s ability to positive handle and recover from stress leading to overwhelm, burnout and compromised immunity and sense of well being.

Harnessing Eustress in Event Planning

Positive stress can become a powerful ally in event planning when properly channeled. If we mentally associate stress with eustress rather than distress, we can leverage it to our advantage and stop fearing it! Here ar esome examples of how we can use Eustress to make event planning much more palatable:

Creativity Enhancement:

• The pressure of ideation sessions can spark innovative event concepts. I am currently planning one of these sessions, but building in time for a team lunch and icebreakers to add some team-building and levity to the tasks at hand.

• Deadline-driven brainstorming often leads to unique solutions. A famous artist once told me he prefers to have constraints because it makes him produce better work. Similarly, I often will give my creative event agencies some constraints as I find it helps give them a better target than having to start from complete scratch.

• Competition in the industry can drive excellence in execution. I remember working at Google we’d have team meetings where we shared our post-event recap decks to the event team and broader marketing. When I was more junior, I used to compare myself to those presenting, but then as I matured in my career and on the team (9 years at Google!), I felt more and more inspired which led me to growing in my career and becoming a leader and mentor on the team.

Performance Optimization:

• Heightened awareness during critical planning phases - This is where the phrase “If you want something done, ask a busy person” comes from!

• Enhanced problem-solving capabilities when facing logistical challenges - I use “mental rehearsal” to prepare my brain for how I’ll handle challenges and find that in doing this, I perform really well under pressure so it’s not stressful.

• Improved focus during vendor negotiations - One of my specialties! This can become rewarding rather than daunting and save you or your clients loads of money!

Team Dynamics:

• Increased collaboration under shared positive pressure. Sometimes called stress-bonding, it happens often to event professionals which is why we’re such a supportive community.

• Stronger bonds formed through collective challenge-meeting. If you want a great team-building, try an obstacle course or escape room with your team to “rehearse” getting through challenging times together

Recognizing and Managing Distress Signals

So when does Eutress become Distress? Below are some indicators that the stress in your life is no longer advantageous and you might need to start regulating your body’s response to it before it sends you into fight/flight/freeze overdrive:

Physical Symptoms:

• Persistent headaches or migraines

• Disrupted sleep patterns

• Digestive issues

• Muscle tension and physical fatigue

Professional Impact:

• Difficulty maintaining client or colleague relationships

• Decreased quality of work deliverables or difficulty focusing

• Communication breakdowns with team members

• Missed deadlines or errors

Emotional Manifestations:

• Irritability with stakeholders

• Anxiety about event outcomes

• Decreased enthusiasm for projects or burnout

• Emotional exhaustion or depression

Preventative Measures and Management

There are plenty of ways to learn how to regulate stress and harness it to your (and your team’s) advantage before it gets distressing, and also how to recover if you find yourself getting pushed off-kilter:

Some of my favorite preventative measures include:

Strategic Planning

• Implement robust project management systems for your events to reduce the times you reinvent the wheel, saving you time and preventing errors.

• Create detailed timelines with buffer zones which also help manage expectations with stakeholders.

• Develop comprehensive contingency plans so you can “stress” about the worst case scenario, establish what you’ll do, and then clear it from your mind.

• Establish clear communication protocols with your team (i.e. if you don’t work a certain time of day, weekends, prefer slack to text/email, etc). I always ask my stakeholders, and freelance/agency partners their preferences and it goes a long way in maintaining people’s sense of wellbeing!

Optimizing Team Structure and Team Building

• Define clear roles and responsibilities so everyone knows the expectation and work isn’t duplicated

• Create backup systems for critical positions (it is the season for illnesses and we don’t need people pushing themselves over the top when physically unwell).

• Establish mentorship programs and regular team wellness check-ins - Even starting each conversation with a check in can go a long way in releasing tension and establishing support. Humor has been shown to reduce cortisol as well!

• Review team resourcing periodically: I do this with my team and cross-functionally to make sure the load of events is distrbuted to be manageable by all involved.

• Schedule regular team bonding activities, recognition and reward systems. I even like to send handwritten notes and flowers (or other goodies like Opentable gift cards) to team members after major events as a small token of appreciation.

Next week, I will focus on Buillding Stress Management in Event Design. Believe it or not, traveling to events can be a major stressor and if you can alleviate even half the stress for your attendees, you’re half way to building an advocate for life.

What ONE THING I’m Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

One of my favorite vendors, Eva (full disclosure, I’m also on their Advisory Board), recently launched their new New York market which means loads of additional top entertainers, speakers, and more in that market. I’m thrilled to share some exciting news: BizBash just awarded Eva as the 2024 Best New Product/Service! In case you needed another reason to work with this amazing team.

If you don’t see the market you’re in need of entertainment or speakers for, fret not - they most likely still have resources for you, and I’m happy to make an intro (just shoot me a note with your needs).

XX,

Gianna

When Plans Go Up in Smoke: Finding Renewal in Unexpected Changes

As event planners, we pride ourselves on anticipating every scenario, having backup plans for our backup plans. But sometimes, life throws us curveballs that no amount of planning could prepare us for.

Recently, watching many of my friends, family, and clients city of Los Angeles face devastating wildfires, I've been reflecting on how we handle those moments when our carefully crafted plans go up in smoke – literally and figuratively, and how we can try to look forward with an optimistic perspective.

The Event That Never Was

It's so easy to get caught up in what's missing in our professional lives—that dream job that fell through, the perfect speaker who had to cancel, or the signature event series or title you imagined would define your career by now. I've been there, circling the same mental track of "what-ifs" and "should-haves," and it's exhausting. But watching Los Angeles burn was a jolting reminder to pause and really see what I do have, which, as it turns out, is a lot. I wouldn’t have my career path any other way than it has unfolded, even though I couldn’t have predicted some of the twists and turns I have taken along the way.

I’ll never forget one year I was managing a global conference for 20,000 internal attendees and it was canceled a mere 6 weeks before the event! At first, I thought I was dreaming because of fatigue (I was definitely burned out at that point in my career), and then… as I saw literally every meeting on my calendar evaporate…I was left NOT with relief, but of fear and emptiness. I didn’t have any other modus operandi other than adrenaline-fueled pedal-to-the-metal and suddenly having that much open time freaked me out and made me question my worth and usefulness to the company. 

My team had recently hired about a dozen new event team members to support this major event and they found themselves feeling even more aimless than I did while also trying to acclimate to a new team. As one of the Event team OG’s, I came up with the idea to create an “Event Marketing Academy” for our team and the broader company. Luckily, our CMO approved!

I surveyed my internal team about what skills they wanted to develop and what they could teach everyone else. I then put together a 3 month curriculum where twice a week, a team member would present to the team on something: topics like contract negotiation, how to lead a creative brainstorm, how to lead a product launch, retail store marketing, and more. I recorded all of them and pulled them all together on a Google Site which became an online “course” for all marketing team members to resource moving forward.

It was a project that brought me so much joy to coordinate, brought our team together during a hard period, and allowed people to find meaning and purpose during a down-time plus made our team leaders at the company. I’ll never forget how great it felt to actually have the space to think up and orchestrate a project like that, which I never could have done while Exec producing a 20,000 person event.

Side note…I also booked a trip to Sydney Australia over the week that 20,000 person event was originally planned to take place in Las Vegas. That Sydney trip was one of my most memorable trips ever - I even considered moving there! I’m so grateful I was able to go, enjoy friends there, without even a thought about my inbox!

Life is ultimately a series of decisions from moment to moment, day to day, that color the shape of your life. Every decision you make, every change in situation that forces a change in your life, closes one door, but makes room for another to open. I have always embraced change and used it as an opportunity to learn and grow. Muscles need tears to grow stronger - with pain comes strength when given time to heal.

When Your Timeline Goes Up in Flames

In our industry, we know that disruption is inevitable. Just as fire tears through landscapes, unexpected challenges can tear through our most meticulously planned events and marketing campaigns. But here's what two decades in event planning has taught me: these moments of disruption, while initially devastating, often clear the way for innovation and renewal.

Any unexpected professional setback—a canceled conference, a slashed budget, the loss of a key team member—can feel like a wildfire sweeping through your career. It scorches everything familiar, leaving behind an uncertain landscape where your carefully constructed plans once stood. But the hardest part is recognizing that, somewhere in the ashes of what could have been, there's potential for something even better.

Finding Your Footing in Shifted Ground

It's impossible to recognize the opportunity in the moment, of course. When you're standing in the wreckage of a derailed event or a failed campaign, it's all too raw, too overwhelming. That perspective only comes later, when you're looking back from the successful launch of your pivot or the unexpected success of your last-minute Plan C.

As event professionals, we understand better than most that setbacks are universal. Maybe that's why our industry is so collaborative, so willing to share resources and insights. In moments of crisis, we can lean into that shared experience to find strength, hope, or at least some valuable connections. On that note - please reach out if I can help you make any connections! 

Auditing Your Event Portfolio

I'm still grappling with the unexpected twists of 2025, and I'm sure there will be many more challenging moments ahead. But for now, I'm helping my clients focus on what I call an "Event Portfolio Audit"—taking stock of what's working, what isn't, and being grateful for the opportunities that setbacks create for innovation and growth.

For those looking to support those affected by the Los Angeles wildfires, I've contributed to the GoFundMe Wildfire Relief Fund 2025. As someone who has planned countless events in this resilient city, I'm rooting for the people of Los Angeles, for the venues that will rebuild, the landscapes that will regrow, and for all of us in the events industry to find creative solutions in what's been a challenging start to the year.

Remember: sometimes the most memorable events are born from the ashes of original plans gone awry. It's not about the perfection of the initial vision—it's about the creativity and resilience we bring to the pivot.

What I’m loving this week:

Speaking of reinvention, I have officially announced my favorite caterer to the world by adding them to my Gianna Recommends page. Componere is an amazing company that has their own farm and sources all local and sustainable meat/fish while elevating the dining experience with chefs who have reinvented themselves coming from Michelin star restaurants like French Laundry. 

Componere has been my top catering partner for over 12 years and I'm thrilled to share their incredible story. Their mission is to elevate the catering experience and create truly special, world-class dining experiences. Componere is Latin for "to bring all the pieces together" and I've seen them do this at every touchpoint. They always come to the table (literally) with innovative ideas, are always willing to work with me to incorporate my creative requests, and have been an invaluable logistics partner on executing seamlessly for top brands I've worked for like Google and SoftBank. Learn more about them here and reach out to me for a personal introduction.

XX,

Gianna

P. S. Need event advice?  

Book a 15 - 60 min 1:1 using my link for Expert advice on intro: intro.co/GiannaGaudini

Zero-Proof: Mocktails Go From a Trendy Alternative to Event Planning Essential

The landscape of corporate events is undergoing a seismic shift, and at its center is a revolution in how we think about beverages. Zero-Proof spirits and mocktails, once relegated to the corner of drink menus as an afterthought, have emerged as a cornerstone of modern event planning. This transformation isn't just about following trends—it's about responding to changing demographics, health consciousness, and new scientific understanding.

The Perfect Storm: Demographics, Health, and Science

The convergence of several factors has elevated mocktails from a nice-to-have to a must-have at professional events. Generation Z, who will represent 35% of the workforce in 2025, consumes 20% less alcohol than their millennial counterparts. This shift isn't merely a youthful phase—it's a fundamental change in how upcoming generations view alcohol consumption.

Recent health findings have added urgency to this transition. Scientific evidence has established clear links between alcohol consumption and increased risks for multiple types of cancer, including breast, colorectal, and liver cancer. As event planners, we're not just catering to preferences; we're responding to a growing awareness of health implications.

Beyond Simple Substitution

The modern mocktail movement isn't about merely removing alcohol from traditional cocktails. It's about crafting sophisticated, complex beverages that stand on their own merits and even health benefits! Many of the people abstaining from alcohol also care about their health and aren’t just looking for a sugar-filled alternative, but rather elixers that offer adaptogens, polyphenols, are low sugar yet satisfying - quite a tall order!

The booming artisanal mocktail industry, projected to reach $30 billion in 2025, has given rise to innovative products that deliver the complexity and satisfaction of traditional cocktails without the alcohol and sugar.

Consider options like Ritual Zero Proof, Lyre and Seedlip Grove 42, which offer the familiar "burn" of spirits while remaining alcohol-free. Or try my personal favorite zero-proof wines: Katy Perry’s De Soi Tres Rose, and Oddbird’s assortment of great wines that offer up great taste + benefits like adaptogens and polyphenols. These aren't compromise choices—they're premium alternatives that deserve prime placement at your events.

Strategic Implementation for Event Professionals

Here's how to elevate your mocktail game so you’re not a mockery:

1. Equal Billing: Position mocktails alongside traditional cocktails, not as an afterthought. Consider creating signature mocktails unique to your event.

1. Professional Presentation: Invest in proper glassware and beautiful garnishes. The visual appeal should match or exceed that of alcoholic offerings.

1. Menu Design: Create detailed descriptions that highlight unique ingredients and flavor profiles. Consider pairing suggestions with food items. Many 5-star restaurants are now offering non-alc pairings as well as wine pairings, so for seated meals, consider offering non-alc wines, sparkling and beer as an option for guests.

1. Consider them as additive to the experience: I have done “wellness carts” offering probiotic mocktails, adaptogen elixers and coconut water hydration beverages, hangover preventers, and collagen-boosters that any attendee can enjoy to enhance their experience, even if they are having an alcoholic beverage. PRO TIP: I’ve done dim sum style wellness carts pushed around offering 2 oz shots of beverages like these and they are always a HUGE hit!

1. Staff Training: Ensure your bartenders can speak knowledgeably about mocktail ingredients and preparation methods. Their enthusiasm can be contagious. I was in Miami last week and one of our servers confessed he no longer drinks and it became a bonding moment for us as we enjoyed a mocktail during “dry Jan”.

1. Consider breakfast, lunch or coffee/tea time events: For those who don’t drink, events at these times are much easier to go non-alc, and as a bonus, it will save you budget!

The Business Case

Investing in a robust zero-proof program isn't just about accommodation—it's about competitive advantage. With millennials and Gen Z comprising 75% of the workforce, organizations that thoughtfully cater to evolving preferences will stand out. But don’t forget to market it! Include your mocktail options in your invitation, and add a pre-event survey to ask preferences, indicating you’ll have options for those who don’t imbibe in the hard stuff.  Moreover, inclusive beverage options can increase event participation and engagement while demonstrating corporate responsibility.

Gianna’s Gem: Consider this: Actively promoting the fact that you have a fabulous zero-proof menu can actually improve your event attendance! I have many friends who are business leaders and only attend one dinner a week where they’re expected to imbibe in alcohol. However, they do attend additional events if they know there are solid non-alc options that allow them to still function well the next day!

Looking Forward

The zero proof movement represents more than a passing trend. It's a fundamental shift in how we approach corporate hospitality. As event professionals, we have the opportunity—and responsibility—to shape this transformation. By embracing sophisticated non-alcoholic options, we're not just serving drinks; we're creating more inclusive, health-conscious, and engaging event experiences.

The question is no longer whether to include mocktails in your event planning, but how to make them an integral part of your beverage strategy. As we move forward, those who master this aspect of event planning will find themselves ahead of the curve in creating truly inclusive and contemporary event experiences that empower attendees to .

What ONE THING I’m Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

As a reminder, this year I’m all about LESS IS MORE, and for 2025, I’m sharing just ONE thing I love this week.

Zbiotic drink - It seemed appropriate given the topic to resurface this amazing find. One of my best girlfriends shared her secret to how she attends wine-filled sales dinners and manages to never get a hangover (seriously, I was all ears!) She told me about Zbiotic, a drink that’s created from scientifically tested bacteria that help process alcohol faster (see how it works). So…I tried it and low and behold, woke up feeling fresh as a daisy! I’m sold. And with this link, you can take $20 off the product and put it to the test yourself!

Time Stress: The Hidden Cost of Modern Life and How to Break Free

Time Stress: The Hidden Cost of Modern Life and How to Break Free

Every morning as I sip my coffee and review my calendar reminders (my version of a to-do list), I'm reminded of a universal truth: we all have the same 24 hours in a day, yet somehow it never feels like enough. This phenomenon, which I call "Time Stress," has become the silent epidemic of our generation, affecting everyone from busy professionals to dedicated parents and especially those planning significant life events.

When I hit 40, I suddenly had an awakening that I has a desperate aversion to wasted time, be it in pointless meetings, waiting in lines, grocery shopping inefficiently, you name it, and this is what finally kicked me into full speed ahead mode with departing the corporate world and launching my own business. I am now producing about 5X as much and with zero time wasted each day, or at least close to zero time wasted.

I was recently having a conversation about this awakening with a friend of mind in a similar conundrum which is why for this week’s Gianna’s Gems, I wanted to bring it to light and include strategies for dealing with it, whether you’re in events or just human.

Understanding Time Stress

Time Stress isn't just about being busy – it's that constant, nagging feeling that you're always behind, always racing against the clock, and never quite catching up. It's the weight on your shoulders when you look at your to-do list and the anxiety that bubbles up when another commitment gets added to your plate.

I see this particularly intensely in my event planning work, and because I’m always looking twenty steps ahead, I tend to have a harder time being “in the moment” because I’ve trained myself to always be contingency planning. But here's the truth: Time Stress isn't inevitable. It's a pattern we've fallen into, and like any pattern, it can be broken.

The Real Cost of Time Stress

Before I dive into solutions, let's break down what Time Stress is actually costing us:

1. Mental Health Impact: The constant state of rush and overwhelm triggers our fight or flight stress response, leading to anxiety, decreased sleep quality, and emotional exhaustion and burnout.

2. Relationship Strain: When we're time-stressed, we're less present with loved ones, more irritable, and more likely to miss important moments.

3. Decision Fatigue Time Stress: clouds our judgment, leading to poor choices and a tendency to procrastinate or rush important decisions.

4. Financial Consequences: Rushed decisions often lead to overspending, while the physical and mental toll can impact work performance and earning potential.

Breaking Free: A New Approach to Time

Here's where I'm going to share something that might feel uncomfortable at first: Sometimes, the most valuable way to spend your money is on buying back your time. This isn't about being wasteful – it's about being wise with your most precious resource.

Strategy 1: The Power of Strategic Outsourcing

Think about your typical week. How many hours do you spend on tasks that:

• Don't bring you joy

• Could be done by someone else

• Take you away from higher-value activities

Now, consider the revolutionary concept of viewing your time as an investment portfolio. Just as you wouldn't waste a valuable investment on low-return activities, why waste your precious time on tasks that could be delegated?

Example 1: A few years ago, I realized I was always under water during December with end of year planning, holidays, and hosting events. I realized that gift-wrapping zillions of gifts and sticking stuffers was no longer joyful - it felt like time ticking away. So I hired someone to wrap my gifts! Now, I still have the joy of finding and purchasing all the gifts, writing the heart-felt cards, but know that I’m saving about ten hours on wrapping which I can spend on other things (like hiding Elf on the shelf for Jack). As a bonus, I’ve become friends with the fellow Mom gift-wrapper and she even introduced me to her daughter as a babysitter for Jack - talk about a winning strategy!

Example 2: I’ve been known to hire professional photographers (or ask my Dad!) and dishwashers to help when I host big events at my home or for others. It takes the stress of the clean-up and I can mingle with my guests and be 100% present while knowing the special moments are being captured by someone.

Strategy 2: Building Your Time-Saving Dream Team

Here are some examples of how to build a support system (and by no means exhaustive):

1. Personal Life Support

• House cleaning service (3-4 hours gained weekly)

• Meal prep or delivery service (5-7 hours gained weekly)

• Virtual assistant for administrative tasks (2-3 hours gained weekly)

• Laundry service (2-3 hours gained weekly)

• Carpool (4-6 hours gained weekly)

1. Professional Support

• Bookkeeper for financial organization

• Social media manager for online presence

• Research assistant for project preparation

• Technical support for computer and software issues

1. Event Planning Support

• Professional planner for overall coordination

• Day-of coordinator for execution and advancing venues and greeting guests

• Specialty vendors for specific elements like photography

• Catering team

• Creative team to help with everything from invite design to menus, favors and signage

The Money vs. Time Equation

Let's talk numbers. Yes, hiring help costs money. But consider this equation:

Your Hourly Value × Hours Saved = True Cost Benefit

If your work generates $100/hour and you spend 5 hours weekly on cleaning, paying $100 for a cleaning service actually nets you a $400 profit in potential earnings – not to mention the mental energy saved. Plus, you may have a creative idea with that mental space that propels your career forward exponentially!

Strategy 3: Time Management Techniques That Actually Work

Even with support, you need solid time management practices:

1. Time Blocking with Buffer Zones: Schedule your day in focused blocks, but always include 15-30 minute buffers between activities. These aren't breaks – they're reality cushions for life's inevitable surprises, or self-regulating techniques like meditation which can replenish your “adaptation energy” so you don’t burnout or lose it on your poor spouse or dog.

2. The 2/2/2 Rule: Give yourself a perspective check-in by seeing your life in landscape mode:

• What will matter in 2 days?

• What will matter in 2 months?

• What will matter in 2 years? 

• Use these questions to prioritize your time and energy.

1. Energy Management: Track your energy levels throughout the day and schedule high-priority tasks during your peak hours. Save administrative or simpler tasks for low-energy periods.

Making the Mindset Shift

The hardest part about managing Time Stress isn't implementing these strategies – it's giving yourself permission to use them. Here's your permission slip:

• You don't have to do it all 

• Asking for help is a sign of wisdom, not weakness

• Your time has real, quantifiable value

• Investment in time-saving support is an investment in your wellbeing and a better life

Your Action Plan for Time Freedom

1. Audit Your Time -  Track everything you do for one week. Be honest and detailed.

2. Calculate Your Hourly Value - Not just your work rate – include the value of your peace of mind and personal time.

3. Identify Your First Delegation - Choose one task to outsource this week. Start small if you need to build confidence.

4. Build Your Support System - Research and interview potential service providers. Remember, you're building a long-term relationship.

5. Monitor and Adjust - Keep track of your time savings and stress levels. Adjust your support system as needed.

The Ultimate Investment

Remember this: every minute you spend stressed about time is a minute you're not fully living. Every hour spent on tasks that don't align with your highest value is an hour you can't invest in what truly matters.

Your time is your most valuable asset. Protect it fiercely. Invest in it wisely. And most importantly, give yourself permission to create a life where Time Stress is the exception, not the rule.

Happy first week of 2025 everyone!

What ONE THING I’m Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

As a reminder, this year I’m all about LESS IS MORE, and for 2025, I’m sharing just ONE thing I love this week.

This week, I had dinner in Miami with the amazing speaker, author, and former pro tennis player, Danielle Mills Walden. She introduced me to the amazing platform, Intro,where you can find experts to mentor you for 15 minutes or longer and on a one-off or regular coaching basis to support your goals, dreams, business needs. The platform is inspiring and helpful with some incredibly talented entrepreneurs, leaders, and even health, beauty and wellness experts. I am honored to have just joined as an expert myself and if you or anyone who is stressed with time and could use some 1:1 coaching needs my support, you can find me here: https://intro.co/GiannaGaudini?source=intro

Corporate Holiday Parties and Alternatives: What Actually Works

Let me paint you a picture: Last weekend, I attended the All-In Holiday Summit, and was totally shocked by the number of people in attendance and the energy at the event. AND…they did something brilliant – offering group discounts for startups to use the event and afterparty as their company holiday party. Pure genius! It got me thinking about how we can reimagine these end-of-year celebrations to be more inclusive, practical, and actually fun.

The Holiday Party Refresh We All Need

Can we talk about how tired the traditional holiday party format is? You know the one – Saturday night in December, awkward formal wear, trying to eat a plated dinner while making small talk with your colleague's spouse. Let's shake things up! TIP: The Gianna’s Gem is further along in the email this week, so read the whole thing so you don’t mis it!

What's Actually Working Now

Timing is Everything

Here's a hot take: Maybe December isn't the best time for your company party. I'm seeing more companies hosting January celebrations, and it's brilliant. People are refreshed after the break, and you're not competing with family obligations and personal holiday events. Plus, venue prices often drop significantly after the New Year.

The New Power Lunch

One of my favorite trends is the holiday lunch party. It's inclusive of parents who can't do evening events, much more budget-friendly (who’s drinking more than one glass of booze at lunch these days?), and honestly - how fun is it to get the day off from work rather than work all day and then stay out so late at an event you’re required to attend, destroying you for the rest of the week? You're not asking employees to give up precious personal time during the busy holiday season and also requires much less effort for planning and minimal dressing up required.

Experiential > Expensive

The most successful events I'm seeing aren't about lavish entertainment or expensive swag – they're about creating shared experiences. One approach that's working beautifully is breaking the large company party into smaller groups i.e. taking teams to a show with small dinner gatherings before and a reception after. It gives people natural conversation topics and shared memories. My teams and I did this one year in San Francisco and attended Beach Blanket Babylon together, then split into smaller groups at restaurants to dine-around afterwards. It was a blast and I had so many deeper conversations than at larger format parties.

The Do's That Actually Work

1. Food That Makes Sense

• Skip the formal seated dinner - do interactive stations and passed apps instead (or see above and do a lunch!)

• Opt for elevated finger foods people can eat while networking and moving about

• Include substantial options for all dietary needs (i.e. vegetarians deserve protein options and passed apps shouldn’t all contain puffed pastry!)

2. Thoughtful Beverages

• Beautiful mocktail stations (not just sad soda options)

• Hot beverage bars with specialty coffee and tea

• Mitigate long bar lines with passed cocktails and mocktails at the door

• Please do not think about a cash bar. Nothing says “I don’t really appreciate you” other than making people pay for their own drinks or requiring drink tickets. Come on people - we’re all adults here. If you can’t trust people to know their limits, maybe you shouldn’t have hired them!

3. Team Bonding That Doesn't Break the Bank

• Secret Santa with super low dollar limits (I've seen $5 limits produce the most creative gifts!)

• White Elephant where people bring something funny they have already so people don’t have to spend their own money on gifts.

• Photo booths with fun props (still a crowd-pleaser) and I love that it’s a keepsake that will remind you of the fun times with colleagues for years to come (see photo on my linked in post!)

• Team challenges or scavenger hunts. 

Gianna’s Gem: To really go above and beyond, use your holiday party as an opportunity to make the world brighter and better.

Example 1: One year when I was working at Google, our event team decided that instead of having a big party for our team, we’d instead do a team-building, give-back activity. There had recently been a fire in Napa Valley that destroyed many people’s homes and belongings right around the holidays. Truly devastating. We were able to work with a local organization to get a few family’s wish lists and then divided into teams of 5 to “shop” downtown San Francisco for their wish lists. To make it more of an “event”, we first assigned team leads who received cash to 1) treat the team to a fancy lunch (cocktails allowed) and then we all set off to shop for the wishlists. At the end, we returned to the office where we had more drinks and appetizers and all wrapped the gifts together. It was fun, promoted unconventional teambuilding, and left the world better as a result. 

Example 2: Rather than a generic canned good or coat drive, have people bring a book to donate to local women/children’s shelters and have everyone write a personal message inside. I’ve done this before and it’s so powerful and leads to really great discussions. Could you imagine receiving a book with a handscribed inspirational note from an Executive at Google? It could change your life trajectory and give you hope.

The Don'ts That Save Your Budget (and Sanity)

1. Skip the expensive entertainment – that money is better spent on food and experiences people can share

2. Avoid weekend events – respect people's personal time during a hectic season

3. Don't plan events too close to when people typically take vacation

4. Skip the elaborate sit-down dinners that limit mingling

More Fresh Ideas Worth Trying

The Distributed Celebration

Give managers a budget to take their teams out for dinner and get something meaningful for their group. I've seen this create more intimate bonding opportunities and allow for more personalized celebrations. I created customized stationary for my team with things that I knew they loved (unicorns for one gal, the color pink for another). It is thoughtful and shows team members you care and appreciate them.

Theme It Right

Skip the traditional holiday themes and try something unexpected like a Roaring Twenties party or a New Year kick-off celebration. It's more inclusive and gives people a creative direction for outfits and activities

The Summit Strategy

Take a page from the All-In Holiday Summit playbook – could your company partner with an industry event or create a learning opportunity that doubles as a celebration? It's budget-efficient and adds professional value with much less load on your already strapped events or people team.

The Bottom Line

The best corporate holiday celebrations put people first. They consider:

• How people actually want to spend their time

• What makes everyone feel included and appreciated

• Ways to create genuine connections

• How to respect both personal time and company budgets

Remember: The goal isn't to have the most expensive or elaborate event – it's to bring people together in a way that feels authentic and appreciated.

What's working for your company's holiday celebrations? I'd love to hear your fresh takes in the comments below!

Things I’m loving this week:

Entertain: I love making fun icecubes! If you have trays, pop some cranberries, raspberries or pomegranate seeds into them to make any punch look more festive. Bonus points for using a mold like these! 

New Years attire: I’ve promoted them before, but they’ve refreshed their site and have so many incredible offerings at any price point, I wanted to share Tinsel Arcade again. My own custom-designed blazer is so stylish and fun for holiday parties, I get stopped whenever I wear it by people wanting to know where I got it. I selected the color-palette, materials, and style and they created me such a gorgeous and perfectly fitted garment, but they also now make ready-to-wear! Design your own, or check out the ready-made styles. BONUS: Take 10% off your order (custom or ready-made) with the insider code: GIANNAVIP

Delightful Holiday Gifting: If holiday or everyday gift-giving feels more like a chore than a joy, let me introduce you to my go-to gifting company, Bestowe. From beautifully curated wellness gift boxes to the incredible Solo Stove Fireside Fun Box, complete with all the essentials for a perfect S'mores night (seriously, who doesn’t want to be a kid again!), Bestowe Gifting has something for even the most discerning on your list. Their unique, thoughtful gifts are sure to make your everyday shopping stress-free and thoughtful.They also custom curate and design elevated large volume orders for events and companies.  And the best part -You can enjoy 10% off your first order using my link below!

Entertainment - Now in NY! Eva, a company I advise, just publicly launched in New York, thankfully in time for the holiday season and new year! This women-owned biz is my favorite one-stop platform to book whatever it is I need to make an event more entertaining: From comedians to musicians, unique team-building activities to A-List speakers, I can easily find and book it here and at any price point. I use Eva for both inspiration and new ideas as well as to handle logistics like payment, insurance and riders for me. And since I’m a fangirl, they’ve provided me with my own discount code to give you 10% off any booking with the code: EVAGVIP.

Gianna’s Gems: Proprietary Events vs. Event Sponsorships: Making the Right Choice

After years of crafting event strategies for global brands, startups, and VCs that invest in both, one question consistently emerges: "Should we create our own event or sponsor an existing one?" 

‘Tis the season for annual company strategy planning, and I’ve been reviewing multiple third party event prospectus’ and portfolio planning for 2025.  So…for this week’s Gianna’s Gems, I'm breaking down the strategic considerations that will help you make the crucial decision between hosting your own events or spiringing for event sponsorships with confidence.

Understanding Your True Objectives

Before diving into the decision-making framework, let's acknowledge that both approaches can be powerful – but they serve different strategic goals. The key is aligning your choice with your intended outcomes while taking your budget, team resources and company’s maturity into consideration.

When Proprietary Events Shine

• Building deep community engagement

• Controlling the full attendee journey and audience

• Generating content, photos video and customer interviews to use after the event in your campaigns or on your website/marketing materials

• Creating unique branded experiences and testing innovative formats

• Establishing thought leadership and relationships with key opinion formers, press, analysts and influencers

• Launching major initiatives/products, and making company announcements

When Sponsorships Make Sense

• Reaching pre-qualified audiences and executives who may not go to a smaller company’s hosted event

• Testing new markets/personas

• Avoiding the cost of not showing up where your competitors are / optics of being a player at the big events

• Supporting partner brands and/or partnering with other brands to amplify reach and visibility

• Managing resource constraints

• Leveraging the third party’s brand and marketing to reach your audience and prospects and meet them at their watering holes

The Decision Framework

Now let's explore the key factors that should influence your choice for each primary objective below:

Brand Position & Story

Go Proprietary When:

• Your brand has a unique story to tell

• You're establishing category leadership (I was lucky to be part of a category launch with Airtable and hosting our first live event to announce it!)

• You want to build relationships with press and analysts or investors

• Your community seeks exclusive experiences

Choose Sponsorship When:

• You're building market presence

• Category authority comes from association

• You're entering new verticals

• Brand awareness is a primary goal

Audience Engagement

Go Proprietary When:

• You have a highly engaged community

• Direct customer relationships are crucial

• Your audience seeks peer connection

• You need deep attendee insights

Choose Sponsorship When:

• You're prospecting new audiences

• Broad reach matters more than depth

• You're testing market response

• Quick scale is important

Resource Considerations

Go Proprietary When:

• You have an experienced cross-functional event team and a Head of Events with corporate events experience rather than field marketing events background

• Long-term investment is available

• You can commit to multi-year programs

• You have strong vendor and partner relationships

• You have a large customer database to invite

Choose Sponsorship When:

• Internal resources are limited

• You need quick market presence

• Budget flexibility is important

• You want to test before investing

• You do not yet have a large and qualified customer invite base opted in to marketing and event invites 

Making the Hybrid Approach Work

Sometimes, the answer isn't either/or – it's both. Enter The Portfolio Strategy: I love working with customers on building out and optimizing their event portfolios. Here is a sample  strategy which is customized for each company.

• Anchor with a proprietary flagship event

• Support with strategic sponsorships

• Use sponsorships to test new markets

• Create proprietary activations within sponsored events

• Evaluate the event portfolio to make sure it’s covering all of the target personas and funnel stages (or at least feeding them as part of an integrated marketing channel)

Another approach I often take, especially when working with younger startups just testing the water with their event marketing channel is The Evolution Strategy:

1. Start with sponsorships to understand the landscape and start building out the event framework and muscle internally

2. Create proprietary moments within sponsored events and establish strategic partnerships

3. Start with smaller proprietary events like Exec Dinners or roadshows

4. Scale above successful proprietary formats

5. As you build up your customer base and a more regular product launch schedule plus build a community, work towards your own hosted conference to drive internal alignment towards an external goal.

When it comes to Making the Decision: Below are some key questions I always ask:

Strategic Questions

1. What's our primary goal for the next 18-24 months?

2. Where are our target audiences already gathering?

3. What unique value can we bring to the market?

4. How does this fit into our broader marketing strategy?

Practical Questions

1. What internal resources can we dedicate?

2. What's our realistic timeline for impact?

3. How will we measure success?

4. What's our tolerance for risk and experimentation?

Finally - No matter what type of event strategy you’re crafting, I recommend establishing these Best Practices for either path:

For Proprietary Events

• Start with a clear differentiation strategy

• Build strong feedback loops (meet with sales team, survey feedback and ROI analysys)

• Invest in community management

• Plan for multi-year development

• Create scalable formats

For Sponsorships

• Choose partners aligned with your values and target audience

• Negotiate for meaningful activation rights

• Create unique experiences within the framework

• Measure specific outcomes

• Build relationships with organizers and get ahead of sponsorship launch dates so you can negotiate premium booth locations and MPOs.

The choice between proprietary events and sponsorships isn't just about resources or reach – it's about strategic alignment with your goals. Often, the most successful programs combine both approaches thoughtfully over time.

Remember: The best choice is the one that authentically connects with your audience while advancing your business objectives. Start with clear goals, be honest about your resources, and don't be afraid to evolve your approach as you learn.

What I’m loving this week: And for all my favorite vendors and partners visit: Gianna Recommends

Nutrition: I’m currently obsessed with Dr Gundry’s Primal Plant Powder. It tastes like green apple and it so delicious blended with my matcha lattes in the morning (plus I feel like I’m getting in an extra salad!) The powder is a Polyphenol-rich superfood greens blend with 11 of the most powerful vegetable polyphenols to help boost your energy and refresh your skin. It also contains nutrients like vitamin B6, which are important for brain health and can help improve mental clarity and focus. This can help you stay focused and productive throughout the day. I love natural energy enhancers and immune boosters like this!

Corporate Offsites and Retreats: I’ve had so much success partnering with Marco Experiences on corporate Offsites. They have not only been extremely responsive and positive to work with, but shave roughly 20-30% off average hotel budgets for my clients while serving up a variety of approachable options. You can take 10% off their service if you book through my VIP link (or mention my name when you schedule a demo and you’ll receive the 10% discount!). They can even assist with the event planning if you need extra support. Enjoy!

Gifting: It’s gifting season, so I’m re-featuring one of my favorite unique vendors for high quality gifting. I’m obsessed with Ostrich Pillow’s hot water bottle, heated neck wraps, and de-puff eye masks, but they have a variety of products that are the perfect gift for people who travel and appreciate comfort and luxury. Take 10% off you entire order via the code GGOstrich10.

Sweets: Siren Sweets is a delicious and beautiful line of plant-based, gourmet chocolates that are 100% customizable and perfect for gifting and events. Siren is a female-owned Bay Area company who makes their chocolates to-order in small batches. They will add any logo or design directly on their chocolate, making the most delicious gift for your employees or customers, perfect for company events, conferences, and social gifting. Even better, they have a super speedy turn-around and crave-able flavors that are vegan and gluten free. My favorites are Cookies & Cream, and Dark Chocolate Raspberry Almond Sea Salt. They will give you a 10% discount on any order if you name-drop Gianna Gaudini when you reach out to them by clicking here.

Read: Feeling overwhelmed? Check out this great read on the toxicity of over-productivity (I’m guilty as charged and personally trying to take at least one day a week off starting…now!) 

Wishing you a cozy week and as always, reach out if I can be helpful!

XX,

Gianna

Gianna’s Gems: Curating Memorable Executive Dinners: A Guide to Elevated Entertaining

As someone who's planned countless executive and VIP gatherings over the years, I've learned that a dinner is never just a dinner – it's an opportunity to forge or deepen connections, spark conversations, and create lasting impressions and brand affinity. Today, I'm sharing my playbook for designing executive dinner experiences that go beyond the expected.

Why Executive Dinners Matter More Than Ever

In our digital-first world, the art of breaking bread together face to face has taken on renewed significance. Executive dinners serve as crucial touchpoints for relationship building, deal-making, and cultural connection. They're the perfect blend of formal and intimate, allowing for both structured networking and organic conversation. 

When I’ve interviewed executives or high profile individuals to learn what types of events they are willing to attend, the resounding answer is: Exclusive, invite-only events where I can network in an intimate setting with peers. There is such a premium on time these days, that people often won’t commit to an event unless there’s a clear promise or attendee ROI, i.e. I will meet someone interesting or helpful to me, I will not be bombarded by sales pitches, and I will not be overwhelmed by lines and an overload of content.

Format Innovation: Moving Beyond the Traditional

The Progressive Experience

Instead of a static seated dinner, consider a journey:

• Start with champagne and appetizers in a striking arrival space such as a private art gallery or a venue that attendees wouldn’t otherwise have access to (even private offices or homes do the trick here)

• Move to chef's kitchen for an interactive course with a bonus for the chef speaking to each dish and incorporating a theme that’s relevant to the group

• End in a cozy lounge or outdoor space for digestifs and dessert (I love a gourmet s’mores bar and spiked hote cocoa/coffee around a fireplace)

The Collaborative Table - Design an experience where executives participate in the creation:

• Wine blending sessions with renowned sommeliers with a bonus of letting everyone design a label and take home the custom blends as gifts afterwards.

• Chef-guided cooking demonstrations or classes: Wood-fired pizza making is always a crowd pleaser.

• Family-style plating ceremonies

• Team competition a-la Top Chef’s quick-fire competition (in teams) for the appetizer course: Another idea is to have teams compete to create a simple dish such as guacamole to pair with the main course. You can have people sample all of them “blind” at a guacamole bar and vote for the winning recipe.

Setting the Stage: Environment Matters

• Consider unique venues that tell a story: historic mansions, modern penthouses, private museums, yachts, homes or businesses

• Look for spaces with multiple areas to create dinner "chapters" or vignettes for the experience to encourage more networking

• Ensure intimate acoustics for meaningful conversation and keep the music light

• Seek places with compelling views or architectural details. Inspiring people or getting them into a state of awe will open them up to the experience from the get go.

Table Architecture

• For groups of 20 or less, one stunning table creates energy and helps everyone to see eachother. Be sure to design sight lines that encourage cross-table interaction.

• For larger groups, clusters of 8-10 maintain intimacy

• Include conversation catalysts in the tablescape

Menu Magic Beyond Michelin: The New Rules of Menu Design

• Start with dietary preferences, but make them invisible in execution. I love a family-style menu for this reason because it allows people to take what they want from main course and side course options and gives off a feeling of community and shared experience.

• Include interactive elements that create shared experiences

• Layer in local, seasonal storytelling: I once had guests pick ripe figs from branches we brought in and then had a local chef grill them and top them with balsamic and blue cheese live and a la minute.

• Build in sophisticated wine pairings that educate and inspire - I love pairing wines that are local to the event’s location and/or have a great story behind the production. Limited production wines are extra special since they aren’t readily available for retail purchase.

Signature Moments

• Custom cocktails named for company values or achievements

• Family recipes elevated by renowned chefs

• Theatrical presentations that spark conversation

• Take-home elements that extend the memory

Fostering Meaningful Connection with Strategic Seating and COnversation Architecture

• Mix internal and external executives thoughtfully

• Consider conversation compatibility over org charts

• Create balanced energy distribution

• Use place cards with conversation prompts on the reverse (or set a conversation card under the salad plate)

• Open with a powerful welcome that sets the tone

• Plan 2-3 key moments for structured sharing plus time for organic conversation

• Close with a meaningful toast or takeaway

Best Practices for Flawless Execution:

Pre-Event

• Personal outreach to understand unique guest preferences

• Detailed briefing documents for all partners

• Backup plans for weather and other variables

• Run of show run-through for key moments and timing

During Event

• Dedicated team member for VIP support

• Subtle service that reads the room

• Flexible timing based on conversation flow

• Documented capture of key moments (see below)

Post-Event

• Thoughtful follow-up with personalized notes

• Share professional photos within 24 hours

• Gather feedback for continuous improvement

• Connect guests who showed specific interest

The most successful executive dinners aren't just about exceptional food and service – they're about creating an environment where relationships can flourish and business can happen naturally. By thoughtfully designing each element while leaving room for organic moments, you'll create experiences that executives will reference long after the last bite.

Remember: In the world of executive entertaining, it's not about impressing with extravagance – it's about impressing with intention. Every choice should serve the greater purpose of fostering meaningful connection and conversation.

What I’m loving this week: for all my favorite vendors and partners visit: Gianna Recommends

Event Sourcing and Advertising: It’s event strategy season! If you’re looking for event opportunities near you or a platform to leverage for marketing and registration, look no further than Events.com, a two-sided marketplace and platform that helps event planners and organizatins create, promote, discover, and market events. Events.com’s platform helps event organizers seamlessly execute their events and allows event goers to discover, interact, and transact with the events they love. If you need a discount, reach out to me as I’m an advisor and can make a personal intro and work on a VIP rate for you!

Read: Hardwiring happiness. I’m loving this book as I’m definitely of the MO that we can create our reality for the better or worse via our thoughts and intentions. Life isn’t aways easy, and having a brain wired to take in the bad and ignore the good makes us worried, irritated, and stressed, instead of confident, secure, and happy. But each day is filled with opportunities to build inner strengths and Dr. Rick Hanson, an acclaimed clinical psychologist, shows what you can do to override the brain’s default pessimism. Hardwiring Happiness lays out a simple method that uses the hidden power of everyday experiences to build new neural structures full of happiness, love, confidence, and peace. 

Election: How do you talk to your kids about the election? Here’s a great and short read for kids with so. many. Questions: https://www.vox.com/even-better/381410/kids-teens-politics-election-misinformation

Holiday Gifting: Bestowe Gifting is the ultimate solution for all your high-end, customized, and event gifting needs! If you're like me and appreciate the art of thoughtful gift-giving, then you'll love their white-glove service that makes customizing to your brand or event elevated and sleek. Whether you're looking to impress clients or delight employees, Bestowe Gifting makes it super easy, from branding and sourcing unique products to shipping wherever you want. Plus, their commitment to working with artisans and sustainability means you're giving more than just a gift—you're sharing a story. Make your gift-giving stress-free and memorable with Bestowe Gifting, and enjoy 5-10% off your first order of 30 boxes or more by ordering with your very own gifting concierge that will provide white-glove service. Click here to learn more and get your discount.

Have a great week and keep it positive!

Gianna

Gianna's Gems - Your Brain Needs a Break!

Hi there,

As a biology minor, (and Huberman Lab podcast fan) I love brain science… so I was thrilled when a reader shared this great article with me and suggested I work it into one of my blogs (thanks Trish Sowinski!). I hope this will spark interest in the way you think about breaks – both for your own productivity as well as when planning events. I promise, breaks will actually lead to more optimal results for you, even if it’s counter-intuitive in our always-on, more is more culture.

The Science of Stress and Breaks

Alright, let's get our nerd glasses on for a minute. Microsoft teamed up with some brainiac researchers to study what happens to our brains during back-to-back virtual meetings: It's not pretty.

Here's the TLDR:

• Back-to-back meetings can lead to stress buildup over time. It's like trying to stuff too many sequins on a dress – more is not more.

• This stress shows up as beta wave activity in the brain. Think of beta waves as the "I'm stressed and overthinking everything" waves. 

• But here's the kicker: Taking even a short break between meetings allows the brain to "reset," reducing this beta activity.

• In other words, breaks aren't just nice to have – they're essential for keeping our brains from turning into a frazzled web of stress and chaos.

Why Event Planners Need Breaks (Like, Yesterday)

Now, this research might be about virtual meetings, but let's be real – our job is basically one long series of meetings, calls, and high-stress tasks. We're juggling vendors, client and stakeholder expectations, and trying to create magic out of thin air. If anyone needs a brain break, it's us!

When we don't give our brains a chance to reset:

1. We might miss crucial details or make silly mistakes

2. Our creativity takes a nosedive (bye-bye, innovative event concepts)

3. Our stress levels skyrocket faster than a champagne cork at midnight which might make us more susceptible to illness (not good for the project), or giving us a short-fuse (not good for relationships)

By trying to squeeze more in, you may ultimately end up with results that are suboptimal or worse, that you regret which causes you MORE lost time in the long run.

The Art of the Strategic Break

So, how do we give our brains the breather they're begging for? Here are some of my tips, backed by science:

1. The 10-Minute Rule: Microsoft's research showed that taking even a 10-minute break between meetings can help your brain reset. So, when you're scheduling your day, build in those 10-minute buffers!

2. Pomodoro Method: I love using this for task-blocking during the day. You set a timer (like a red tomato one, hence the name) for 25 minutes, and focus 100% on one task. When the timer goes off, you must take a break and do anything to unwind for five before starting the next task block (like watching Marcel the Shell on youtube - don’t judge).

3. Meditation / Yoga: The study found that meditation between meetings led to more relaxed brain patterns. Try a quick mindfulness session using apps like Calm or Headspace. Yoga Nidra Deep Rest is another great method my husband swears by, though I’ve never gotten into it (sorry honey!)

4. Nature: Step outside for a quick walk. Research shows that nature can boost creativity and reduce stress. Bonus: If you weed your garden, you also get beneficial probiotics from the soil which will also reduce stress and enhance well being!

5. Move: Do some stretches, calf raises, or strike a yoga pose like cat-cow to improve blood flow and circulation. Getting your blood flowing helps your brain too!

6. Social Time: Chat with a colleague or friend. Human connection can work wonders for your mood and productivity. Five minutes of taking a break to connect may end up saving you time in the end by refreshing and re-engaging you after a pause. Plus, if you add in some laughter, it is a natural antidote to stress.

Putting It Into Practice: Event Agenda Edition

Now, let's apply this brain-saving wisdom to event agenda planning:

1. Build in breaks for your attendees. I recently spoke with an event planner who said her client cut all the breaks/social elements out of an internal event to “optimize the ROI by jamming in as much content as possible”. The result? Attendees were not engaged, didn’t learn as much or enjoy the event as much as they did previously (as indicated by survey results) and they didn’t even save much money by cutting the breaks and fun elements.

2. Vary session lengths to keep energy high. Mix it up with some shorter, punchier sessions and nix the 60 minute keynotes. My favorite formats to mix in include:

•  Lightning sessions where each speaker just has five minutes to get their concept across giving you a “snack” rather than a full deep dive.

• Community-share-circles featuring customers sharing their personal stories and opening up discussion with fellow customers/prospects

• Crowd-sourced content and unconferences

• AMA’s

• Talk-Show format

3. Include "reset" activities between sessions – like meditation or stretching breaks, “sandboxes” where attendees can explore interactive, sensory experiences, or even having quiet rooms for people to chill out and nap or get a foot massage to recharge!

4. Give an hour and a half (or more) for meal times so people aren’t rushed and have time to eat, socialize, even do a quick walk before sitting down for the next session. Plus, this is when many of the most important connections are made, not during content sessions, so don’t skimp on the meal breaks.

5. Consider adding nature elements or outdoor sessions if possible. Fresh air and greenery does wonders for the mind and keep people awake, inspired, and engaged.

The Gianna Gem Takeaway

Remember, taking breaks isn't just self-care – it's a science-backed strategy! It's like giving your brain a mini-spa day between the chaos of event planning and I can guarantee it’s going to make you feel better and do better in the long run than powering through like a martyr.

The next time you're tempted to eliminate a break to save time, remember what the brainiacs at Microsoft discovered. Your events (and your stress levels) will thank you!

Keep shining and giving that beautiful brain of yours the breaks it deserves.

~Gianna

P.S. I'd love to hear your favorite ways to take a break or incorporate breaks into your event planning. Drop me a comment or slide into my DMs with your best brain-refreshing tips! Let's create a revolution of well-rested, super-creative event planners!

Gianna's Gems - The Power of Relationships in Event Planning

Hi there,

This week I was lucky enough to literally have a front row seat at the SF Jazz performance of John Beasley’s Monk’estra, a big band orchestra that performs the pieces of Thelonius Monk. They kicked off Thelonius Monk weekend at SF Jazz, a tradition I’m proud to say was founded by my father and one that I hope continues indefinitely! As I sat close enough to high-five the woodwinds section of the band, I found myself overwhelmed with inspiration and awe as the performers listened to each other, took turns improvising and performing solos, and watching Beasley both play the piano and jump up between his part to conduct the orchestra with such enthusiasm it was contagious. It reminded me of leading a team to plan an event and how critical it is that everyone works together in harmony, sharing credit and taking turns carrying the baton to create beautiful music (aka the event).

This week’s Gem is about the key ingredient to successful event planning: Relationships….and why cultivating strong connections is the secret sauce to creating unforgettable experiences whether you’re a Brand Leader, Agency member, Freelancer, or Solopreneur.

Why Relationships Matter in Event Planning

Picture this: You're planning a massive product launch event. The venue's booked, the catering's planned, and your tech setup is state-of-the-art. But here's the kicker – without solid relationships, you're building a house of cards that could topple at any moment. After all, events are only as good as the people behind them and if even one team member isn’t happy or working collaboratively, it can affect the entire program.

Agencies and Clients: A Match Made in Event Heaven

Let's start with the dynamic duo of agencies and clients. Why is this relationship so crucial? It's all about trust, understanding, and shared vision.

For agencies (or solopreneurs):

• Building strong client relationships means repeat business. I’ve been interviewing agency members about what drives new and repeat business for agencies.  The unanimous answer: by building solid relationships and trust with their clients and delivering consistently.

• Understanding your client's brand inside and out leads to more authentic, impactful events, but knowing them personally helps you navigate and understand the nuances when it comes to solving their pain points, managing stakeholders, and flexing your style to meet their needs. I’ll never forget my mother, who owned her own interior design business, telling me once that she was delivering samples and ideas to a client who had a very different aesthetic from her own, but it was important to flex to meet the client’s style. That’s what a good event partner does - maintains strategic direction and guidance through the process, while personalizing to each unique client. After all, it wouldn’t make sense to propose the same type of event experience and style for C Level banking executives as to Gen Z creators.

• Open communication channels make problem-solving a breeze when (not if) hiccups occur. The biggest downfalls I’ve seen with agencies is not communicating when something has or is going awry for fear of upsetting the client. Most clients would much rather have up-front communication and be involved in the problem-solving, than hear about an incident after it’s too late for damage control.

For clients:

• A trusted agency or solopreneur becomes an extension of your team, not just a vendor and can provide you with a wealth of industry knowledge and creative ideas.

• Long-term relationships often lead to better rates and priority service, so maintain relationships with your top partners even when you aren’t under water. 

• Remember to listen to your agency team members rather than assuming you have all the answers. When you ask questions, you’re saying, “I don’t know everything, but I’m willing to learn.” That’s powerful, and people walk away from the conversation feeling validated and respected. it signals you’re there to learn and grow with them and this often leads to the most powerful outcomes.

• An example of how I put this into play is I often have a team member start our team meetings with a quote that resonates with them. It’s a great way to make sure everyone’s voice is heard in meetings and also provide insight into what might be on people’s minds, or their deeper values/passions.

The Client-Freelancer-Employee Trifecta

Now, let's talk about the magical trio of clients, freelancers, and employees. This relationship is like a well-oiled machine – when it's running smoothly, it's pure synergistic delight.

For clients:

• Treating freelancers and employees well ensures loyalty and peak performance. Listen as much or more than you speak because when you listen, people feel valued. That’s the kind of energy that makes teams exceptional.

• Happy teams are more likely to go above and beyond, turning good events into great ones.

• Building and maintaining a reliable network means you always have top talent at your fingertips and can staff up quickly when needed if you’ve invested ahead of time in building and maintaining relationships.

For freelancers and employees:

• Understanding a stakeholder's vision makes it easier to exceed expectations. I never start a program until I understand exactly what the client believes success looks like (and then I aim to exceed that in every way)

• Positive working relationships reduce stress and make the job more enjoyable. Event planning is often ranked in the top 5 most stressful jobs, so as a leader in our industry, I’m always looking for ways to change this statistic. Take time to meet with your freelancers outside the office for lunch or coffee, get to know them outside of just work meetings, build inside jokes and learn what makes each team member tick, be it playing Mariah Carey when you’re in the War Room, or making sure there’s Diet Dr Pepper backstage.

Events: The Ultimate Team Sport

Here's the thing, folks – events are not a solo act. They're a beautiful symphony of collaboration, and every player needs to be in tune.

Why teamwork makes the dream work in events:

1. Diverse skills come together to create magic. (Your AV tech and your florist might not speak the same language, but together they create ambiance!)

2. Quick problem-solving requires trust and open communication.

3. The energy of a well-coordinated team is infectious and elevates the entire event.

4. Shared successes (and challenges) build stronger bonds for future projects.

My Gianna’s Gem takeaway:

Remember, in this industry, building trust with your network is your net worth. Cultivate those relationships like they're the most precious flowers in your garden. Nurture them with respect, open communication, and maybe the occasional coffee or cocktail.

When you prioritize relationships in event planning, you're not just creating successful events – you're building a community, a support system, and a recipe for long-term success.

So, here's your homework: Reach out to a client, colleague, or vendor you haven't connected with in a while. Ask how they're doing, share a funny industry meme, or just say thanks for being awesome. Trust me, it's these little gestures that build the foundations for event planning greatness.  Until next time, keep shining bright and building those beautiful connections!

Gianna recommends (and for all my all-time favorite vendors and partners visit: https://www.giannagaudini.com/gianna-recommends):

• Zbiotic drink - One of my best girlfriends just shared her secret to how she attends wine-filled sales dinners and manages to never get a hangover (seriously, I was all ears!) She told me about Zbiotic, a drink that’s created from scientifically tested bacteria that help process alcohol faster (see how it works). So…I tried it and low and behold, woke up feeling fresh as a daisy! I’m sold. And with this link, you can take $20 off the product and put it to the test yourself before holiday season sets in in earnest!

• Podcast - Joe Rogan interviews Naval Ravikant: How to live your life in a happy way, while also retiring early. Lots of amazing gems in here. I listened to the entire thing and found myself writing down and pondering a lof of the great wisdom shared. 

• SF Jazz - I’m such a fan of this venue and the performances. But the best kept secret I want to share with those who don’t live in San Francisco it the brilliant ability to view every performance online!  You can get an online viewing membership here for just $7 a month and enjoy great video content streamed live from every performance.

• Nourish: I’ve been hearing promos for : AG1 for years and finally decided to give it a try. My only regret? Wish I’d done so sooner! It is delicious, so easy to add to my routine, and easily adds over 30 vegetables to my diet via a simple drink. I mix mine with matcha in a tea and it’s amazing. They also have packets that you can travel with which are perfect for those plane rides where you really want some nutrients without having to eat a huge salad.

Priceless Events - My secret sauce.

Hi there,

This week I’m going to address an AMA question from a follower:

Hi Gianna, My name is Dan (false name provided here for anonymity) and I work in tech. Our events are mainly catered to senior executives, often intimate retreats of 100 people or less. Can you share more on how to personalize the experience or which activities to consider for an audience that can buy anything they want? Thinking of cool swag for this audience without being wasteful has become increasingly more difficult. Are there any cool brands you love?

I love this question because this is my specialty: How to add real value that doesn’t equate to just throwing caviar and Dom into the mix (nobody does this anymore anyways for optics reasons). For an audience that can "buy anything," the key is to focus on experiences, connections, and exclusive access that money alone can't easily buy. 

When planning events for this type of audience, focus on providing unique, transformative experiences that offer: exclusive access or information, networking opportunities with equally accomplished or interesting peers, the opportunity to make an impact or achieve transformation, access to speakers and experiences that can't be easily purchased…and be sure to personalize the experience!

Remember, for this audience, the value often lies in the rarity, personalization, and transformative nature of the experience rather than just its luxury or cost. A common mistake is that people think they need the big name speaker or fancy hotel venue, when maybe it’s actually access to a specific company’s headquarters, a meal cooked together in a private chef’s home, and networking with others that they wouldn’t be able to curate themselves.

Below are a few ideas for events that cater to this need:

1. Intimate Thought Leadership Gatherings:

   • Small, curated dinners with world-renowned experts, thinkers, or leaders

   • I love a Jeffersonian-Style format to encourage a group conversation. Topics could range from future trends to personal growth to longevity and wellness.

2. Exclusive Behind-the-Scenes Experiences:

   • Private tours of normally inaccessible places (private art collections, space centers, movie sets, private wine caves)

   • Backstage access and meet-and-greets with performers/athletes at major cultural or sporting events

3. Collaborative Philanthropy Events:

   • Hands-on volunteering experiences in exotic locations

   • Impact investment workshops with direct access to innovative social entrepreneurs

4. Bespoke Skill Acquisition Retreats:

   • Masterclasses with world-class artisans or athletes (fly fishing, watchmaking, culinary, wine, golf, falconry)

   • Intensive learning experiences (e.g., space training, survival skills)

   • Racing exotic cars with professional drivers

   • Heli-skiing, Running or cycling with Olympic athletes

5. Exclusive Preview and Beta-Testing Events:

   • First access to groundbreaking technologies or products

   • Opportunity to influence product development of luxury brands

   • This is also a great gift to address that topic above! I remember gifting Google Glass at events which was very high-valued to our audience as it wasn’t publicly available for sale.

6. Ultra-Personalized Wellness Retreats:

   • Cutting-edge health diagnostics and personalized treatment plans (My favorite brand is Canyon Ranch for their holistic and precision medical approach. See my Gianna Recommends for more details)

   • One-on-one sessions with leading health and wellness experts

   • Cold plunging and sauna with gurus

   • Meditation and yoga with influencer gurus in the space

7. Cultural Immersion Experiences:

   • Private concerts with renowned musicians in iconic locations

   • Curated art experiences with famous artists or curators (Think private tour of George Lucas’s art museum and then ask every attendee to share their favorite piece of art for a fun ice-breaker)

8. Culinary Journey Events:

   • Around-the-world tasting experiences with Michelin-starred chefs (I once attended an event hosted by Nespresso where they featured a 10 course meal where each Michelin-star chef prepared a course featuring a flavor of Nespresso!)

   • Foraging and farm-to-table experiences

   • Cheese, Pasta wine making with famous artisans (I once had a group of Google Executives make mozzarella with Michael Chiarello in his home in Napa and then share lunch with him there alfresco!)

When it comes to gifting, I always prioritize quality over quantity, and something they will use that features your logo. Tie it in with the theme of the event. I.e. if you are doing an outdoor adventure, a high quality Arcteryx jacket branded with your logo is something they will wear often and remember the experience they had with you. 

I also like to offer personalization. TED is famous for its gifting program, and they cater to a very high profile audience. TED always allows their attendees to select which gifts they receive, selected from sponsors like Theragun or high-end luggage brands. 

Finally, consider an on-site VIP giveaway shop where guests can select anything they want and you will package it and ship it home to them. Offer a selection of items for their spouses, kids, pets and they will love you as it gets them off the hook for having to pick up a gift at the airport!

If you need assistance with this type of event and don’t know how to approach it, I’m here to help.

Never Plan An Event Without this.

Hi there!

In speaking with new clients, I’m often shocked about the lack of a single SOT (source of truth) outlining the purpose of an event and why they are planning one. So for this week’s Gianna’s Gem, let’s talk about the importance of establishing an Event Brief before you start creating a pinterest board or reaching out to your first speaker.

Creating an Event Brief is crucial for the success of any event, whether it's an offsite, a product launch, or a large-scale conference, tradeshow, or even a dinner series. Creating a crisp, comprehensive 1-2 page Event Brief is important to establish a solid foundation for the entire event planning and execution process. 

It becomes your roadmap, guiding all aspects of the event and ensuring that everyone involved (both internal and external vendors) work towards the same goals.

Establishing this level of clarity and organization is one easy way to significantly increase the chances of hosting a successful and impactful event.

Need more convincing? Below are the benefits to establishing an event brief:

1. Set Clear Objectives and Measurable Outcomes:

• Includes/defines the purpose and goals of the event

• Ensures all stakeholders are aligned on KPI’s are and what success looks like

• Provides a basis for post-event evaluation (ROI/ROO)

2. Scope Clarification:

• Outlines the size, budget, and key elements to include in the event

• Helps prevent scope creep during planning and execution (see last week’s Gianna’s Gem’s on managing this via Cost/Schedule/Features method!)

3. Target Audience Identification:

• Clarifies who the event is for and who is is not for

• Clarification on key audience/s guide decisions on content, format, and marketing strategies

4. Resource Allocation:

• Helps in estimating and allocating budget, time, and team resources

• Aids in identifying potential for external support via freelancers, consultants or agency partners

5. Consistency in Communication:

• Serves as a reference point for all team members and vendors

• Ensures everyone is working with the same information

6. Risk Management:

• Identifies potential challenges or constraints early

• Allows for proactive problem-solving and contingency planning

7. Team, Stakeholder and Vendor Briefing:

• Helps share details internally, specially when onboarding new team members to the project

• Acts as a proposal document for getting approval from decision-makers

• Helps in securing necessary support and resources

• Offers clear guidelines for external partners and suppliers and obtaining accurate quotes and proposals

8. Creative Direction:

• Sets the tone, theme, and style of the event

• Guides branding and design decisions

9. Budget Management:

• Provides a framework for cost estimation and control

• Helps in prioritizing spending based on event objectives

10. Post Event Analysis:

• Post-Event Analysis:

• Provides a benchmark against which to measure the event's success

• Facilitates meaningful post-event reporting and lessons learned

• I also like to include links to previous event iterations surveys/photos in Event Briefs as a reference point.

There are organizations, like Amazon, which will not allow any project to move forward without a brief. This may sound extreme, but is great organizational hygiene for all the reasons outlined above. 

If you’re not sure what to include or where to start, shoot me a note and I can share my template with you. Go get ‘em!

Cost, Schedule, Features - Pick Two.

I've been spending a lot of time with founders, product marketers and most recently attended the 2024 Engineering Leadership Conference, which has me thinking a lot about a phrase my father (A former CTO and engineering leader) shared with me when I was early in my career. So this week’s Gianna’s Gem is all about trade-offs and how you can apply this phrase to stakeholder management for event planning!

The phrase he taught me was: "Cost, Schedule, Features - Pick Two!" 

The concept is well-known in project management and product development (my husband’s profession). It's often referred to as the "Project Management Triad" or the "Triple Constraint." 

To break down how it can apply to event planning, here is an overview of the Triad:

1. Cost: The budget or resources allocated to the event.

2. Schedule: The time frame for planning the event.

3. Features: All the details, bells and whistles, features, demos, breakout sessions, gifting, you name it!

The theory behind "Pick Two" is that in any project, you can optimize for just TWO of these factors, but doing so will inevitably affect the third. 

For example:

• If you want to stay on or below budget, and stick to the event’s planning schedule, you might have to reduce the event quality or the details, bells and whistles that you’re planning.

• If you want all the fun details AND a quick turnaround, it’s possible, BUT, it’s going to cost you more (you can always throw more labor at things!) This one I use often when I get requests to keep adding on, and when I share that YES, it’s possible, but will cost more budget, the requests are usually mitigated.

• If you want all the fun details BUT at a low cost, you may need to sacrifice your timeline or event date (ie. plan your wedding on a Wednesday rather than a prime Saturday!)

When working with clients and stakeholders, rather than saying no to requests, which rarely goes over well and isn’t a win-win, I instead suggest trying this approach. 

Most stakeholders understand that it's unrealistic to expect an event to be cheap, produced on-time, on the ideal date and fully featured with zero sacrifice.

This principle will help your team make informed decisions about event priorities and to set realistic expectations. It's a reminder that compromises often need to be made in event planning and execution.

Below is a detailed example for those who want more than the TLDR:

EVENT: Annual Tech Industry Conference

1. Cost:

• Venue rental: $50,000

• Catering: $30,000

• AV equipment: $15,000

• Speaker fees: $25,000

• Marketing: $20,000

• Staff: $10,000

• Total budget: $150,000

2. Schedule:

• Planning phase: 6 months

• Event duration: 2 days

• Post-event follow-up: 1 month

3. Features:

• 500 attendees

• 5 keynote speakers

• 20 breakout sessions

• Networking cocktail hour

• Product demonstration area

• Live streaming of main sessions

• Mobile app for attendees

• Professional photography and videography

Let's look at how "picking two" might affect the third:

Scenario 1: Prioritize Cost and Schedule

• Reduce budget to $100,000 and keep the 6-month planning timeline

• Features affected: Fewer attendees (350), 3 keynote speakers instead of 5, 15 breakout sessions, no live streaming, simpler mobile app

Scenario 2: Prioritize Schedule and Features

• Keep the 6-month timeline and all planned features

• Cost affected: Budget increases to $200,000 to accommodate all features in the short timeline (e.g., rush fees, premium venue booking)

Scenario 3: Prioritize Cost and Features

• Keep the $150,000 budget and all planned features

• Schedule affected: Planning phase extends to 9 months to allow time for cost-effective solutions (e.g., early bird discounts on venue, time to negotiate with vendors)

Pretty simple, isn’t it? Cost, Schedule Features…Pick Two. 

Happy prioritizing!

AI and Cake?...

Hi there!

People loved last week when I shared how AI can assist with events. These GenAI tools offer basic event frameworks and templates for ROI, etc. 

This is GREAT news as it democratizes playbooks for events so that more people/companies can leverage them to meet their goals. But it got me thinking…These frameworks are a lot like cooking recipes!

Hear me out…

Let’s say we want to bake a cake. Recipes now make these tasty treats accessible to all by providing a blueprint for how to create an outcome (aka cake). Similarly, you can now input what your goals are with an event into a GenAi and get a basic framework for how to go about planning.. 

But…just like these #nailedit cakes, following an AI-generated blueprint doesn’t mean you’re automatically going to end up with an effective event.

Just because you have a “recipe,” there are still many variables when it comes to how the finished product turns out (I mean, have you seen some of those #nailedit cakes?): 

There’s the quality of the ingredients (and whether any fresh ingredients are in season).

The quantity of each ingredient that needs to be added (you wouldn’t want to add 2 cups sugar and 2 teaspoons salt), so cake recipe must be specific.

The order in which you follow the recipe and mix the ingredients together, the temperature in which you bake the cake, and finally, how you serve the cake and present it. 

Would you enjoy a piece of cake served to you on a dirty plate, or without a nice plate and a fork? 

And finally, if the goal of baking the cake was joy, who are you eating it with? 

Happiness takes pleasure and adds people, so a cake eaten alone may have the opposite of a cake shared with others.

This week’s Gianna’s Gem is about why How you plan an event is as important as the framework that you use for your strategy in ensuring a positive outcome. 

Let’s break it down using the cake metaphor:

Quality/Quantity of the Ingredients: 

Quality is one of my favorite ways to ensure a successful event and should be considered in everything you’re planning: The quality of attendees, of your content and speakers, or your swag or gifting, your food and beverages, and your venue. 

When planners try to do too much, invite too many people, produce too much content, etc. I often see quality sacrificed and as a result, the experience suffers. Worse, it could result in a negative brand perception, impact deal renewals or closures, or create low NPS and negative word of mouth. 

Consider where you want to focus and make sure those areas really shine, that’s the blueprint for your budget. I had a friend who stopped giving away free food at his event because he didn’t have the budget to produce high quality food and so his event survey scores always tanked as a result. Instead, he started bringing in local vendors and letting attendees buy their own food. 

He also let sponsors provide F&B experiences or hosted meals, which led to wins for the local economy and even with no “free meals”, the scores on surveys went up! 

If you don’t have time or budget to hire and train high quality speakers, why not host Unconference-style sessions? Studies have shown that event planners can only predict what content attendees want to hear about 40% of the time! 

By allowing attendees to share what they want to learn about IRL and then volunteer to lead community sessions, you are learning what your audience cares about and driving engagement by enabling them to be experts and forge bonds by sharing their knowledge with peers. It also saves a lot of planning time and budget for planners!

Rather than trying to get as many attendees as possible to your event, consider who you really want there and why and consider reducing your invite list, using the saved budget to provide higher quality accommodations or food/gifting. 

These smaller events where attendees are highly curated often lead to excellent outcomes because attendees are carefully curated and form bonds that last beyond the event since they have more time to get to know each other, and the extra budget allows planners to create a more memorable experience for them.

Adding Ingredients in the Right Order and Understanding How to Serve and Savor it with Others. 

Now you have the right people, and the right speakers… but that doesn’t guarantee a successful event.

Consider the attendee journey and the order in which you present activities, sessions, and meals at an event. There is not one “right” order, but you need to be clear on what your goals are and how the correct ordering will impact your results. 

For example, when I used to produce Google Cloud Next, we would often plan the Hands on Demos and “Genius Bar” right outside the keynote and technical breakout rooms so that attendees would first hear about our product launches or watch a technical demo, and could then walk out the session right up to get a hands on demo of the product, or ask an expert a question after a demo. 

Consider openings and closing and make sure you don’t open with a “pain point”. I remember attending a TED Women event where they hosted the opening keynote in the evening because they knew many women were mothers who had to travel that day and couldn’t get to a morning or afternoon session for Day 1. 

To “set the scene” for the experience to come, they tray-passed champagne, chocolate and caviar to attendees as they entered the General Session room. 

Have you ever attended a keynote that starts with champagne, chocolate and caviar? I hadn’t either, but it sure made my neurochemistry light up and go on high alert because this was unique and different and quite delightful, especially given it was the evening and the session would go right into dinner afterwards, so some light snacks and champagne were a perfect appetizer to the socializing to come!

Share the cake to get the most out of it!

Have you ever eaten a cake by yourself? It’s not nearly as fun as sharing it with friends and family. 

Cakes by nature are meant to be shared, so be sure to share them properly. 

When you serve a cake, consider all the details: 

• What will you use to slice it and serve it? 

• Do you need candles (is it a birthday), and does it pair well with ice cream? 

• If it’s a very sweet cake, does it need some salty icecream to offset the sweetness? 

• What temperature should the cake be at - does it taste better warm or cool (i..e cheesecakes are NOT good warm, but a molten lava cake sure is!) 

These small details can make or break the enjoyment of a cake, just as thinking through every aspect of how you execute the details of an event can make an experience exceptional for an attendee, or fall flat. 

Don’t underestimate the details! Poke holes at your plan and walk through the Run of Show several times to make sure you’ve thought through everything. Athletes do this with “mental rehearsal” so they can envision exactly how they will perform and nail it.

And remember - if you’ve gone through all the trouble to produce an excellent event, by all means, it’s better shared! 

In this day and age, it’s easier than ever to automate content from events. 

Leverage speaking sessions in podcast or audio format and share on your website, or newsletter. 

Hire a photographer and share photo albums with attendees. 

I once hired a famous professional photographer to take headshots of CEO’s at my Founder’s Summit and they had these as digital “gifts” after the event which were useful, unique, something they couldn’t have purchased themselves, and reminded them of the premium experience they had with us. 

I also make sure my company’s branding is generic rather than “event-specific” so we can use the beautiful photos of our stage for marketing materials and our website. Even if you have a private, exclusive event, take notes and extract key learnings to share with attendees afterwards, or with your internal team, who often can also benefit. 

And there you have it! The basic “recipes” for events. Be thoughtful, add a human touch, and by all means, make sure everything is high quality and well-executed!

Now…I think I will use the apples I just harvested from my garden to bake an apple cake with my son!

AI for Events - everyone says they’re doing it but does anyone really know what it is?

AI is the buzzword of the year…and I’m pretty sure I’m not the first piece of content you’ve read this week that’s focused on it. 

“A.I. is like teenage sex,” says Frida Polli. “Everyone says they’re doing it, and nobody really knows what it is.”

Maybe that’s a bit of an exaggeration…but I still think it’s worth diving into practical applications of AI can help with events. TLDR; I prefer to liken AI as a “co-pilot” rather than replacement for humans…at least for now!

There are diverse perspectives regarding the use of AI and whether it will replace human capital in its current form. I still remember attending a TED event in Vancouver where scientist, Kai Fu Lee presented on AI and the future of work. 

I’ll never forget when his slide which listed ten careers he felt would NOT be replaced by AI. 

The two I remember vividly were: 

1) CEO 

2) Event Professional

These roles were said by Kai Fu to be AI-proof because they require a high degree of emotional intelligence to navigate the high-touch, complex, interpersonal navigation required for the role. 

A great Head of Events is like the Conductor of a Symphony Orchestra who takes many instruments and leads them to do more than simply play notes. A great conductor inspires with passion, inflection and harmony in the individual musician, causing them to listen to each other and create a body of music that moves both those listening and those playing.

AI is like a highly intelligent intern to support your event planning. In today’s climate of reductions in workforce, remote teams, and a demand for  great ideas, often without a team in the same office, AI can help generate ideas, frameworks, review data, or cut back on monotonous tasks that don’t require a high level of human oversight.

Below are the top ways I’m currently using AI to support my clients and my own practice and a few vendors you might be interested in checking out:

Timeline and task management:

AI can create detailed timelines and task lists, automatically updating and adjusting schedules based on progress. It can send reminders and flag potential conflicts or bottlenecks.

I love Anthropic’s Claude Pro for this! I’ll upload a few key documents and it can help combine and organize my key dates. It does still take my oversight to establish which are true “break points” and check for accuracy (think spell check - you still review the suggestions), but can help get the process started, which is often the hardest task.

AI-enhanced project management tools like Airtable, Asana, Trello, or Microsoft Project are also great and I have a sweet spot for Airtable since I formerly led their events and leveraged Airtable as a relational database that established relationships and dependencies between work streams on my events and flagged this to us once we programmed in the AI to do so.

Venue and vendor selection:

AI can analyze large datasets of venues and vendors, matching them to your event requirements, budget, and preferences. It can provide comparisons, ratings, and recommendations based on past events and reviews. I love BoomPop and Events.com for finding venues, evaluating competitive events and sponsorship opportunities.

Guest list management and communication:

AI can assist with creating and managing guest lists, sending personalized invitations, tracking RSVPs, and handling guest inquiries through chatbots or automated responses.

Check out my favorite platform for this, Gatsby, and if you mention the code: GIANNAISAWESOME20, they’ll even give you 20% off your first year with them! Gatsby can also configure your table seating plans based on “personas” and “rules” you create. I sure could have used it for my wedding!

Budgeting:

AI can help forecast costs, track expenses in real-time, and estimate budgets based on inputs like venue contracts and menus. It can also analyze past event data to predict potential budget overruns and areas for optimization.

That said, I have found that it often takes a hum Event Pro to optimize budgeting when it is customized and takes into account nuances that only a planner would know (like this specific venue over-serves by 5% and/or attendees at my company generally skip the breakfast, so we budget for 75% of the attendee count for that meal). But eventually, AI will get smart enough to learn this as well!

Offsite and experience design:

AI can analyze attendee data and inputs from planners (like cost, desired activities, location, personas and preferences) to suggest personalized experiences, such as tailored session/speaker recommendations, networking or activity opportunities, or menu options. It can also help create custom event apps or interactive elements to enhance engagement.

I love platform MarcoExperiences for this (drop my name and Marco will give you a discount). Others I have tried and enjoy are BoomPop and Retreat. For virtual offsites, I love working with TeamClass to plan custom activities based on what has resonated with attendees most in previous events (they will also give you 10% off if you mention my name). 

Content Generation, Capture and Repurposing:

Honestly, this is a whole other blog post! In short,  AI is excellent for drafting outlines for content, suggesting topics and speakers, and finding ways to “atomize” your content post-event. 

I love the platform Gradual for customizing content for specific community members and personalizing sessions and content to meet attendee needs (drop my name for 10% off their services). Even OpenAi uses Gradual for their virtual events, so you know the Ai is high quality.

There are bespoke platforms to help with Automated transcription and translation (i.e. Otter.ai), AI-powered speech recognition can transcribe speeches, panel discussions, and presentations in real-time or post-event. 

AI algorithms can analyze long-form content (such as conference talks or day-long events) and generate concise summaries to use for post-event reports, social media content, or quick recaps for attendees (check out Hubilo’s snackable content hub and use my discount code for 10% off here). Similarly, AI can analyze video footage to identify key moments, based on factors like audience reaction, speaker emphasis, or specific keywords and then create highlight reels or short clips for social media. It can also be used to personalize content recommendations for individual participants (and so much more)! 

If you’d like my help navigating the brave new world of leveraging AI for your events, help auditing your current program or event tech stack, shoot me an email and let’s connect!

Offsites are the New Offices - How to Optimize Them

This week’s Gianna’s Gem is on Optimizing your Offsites.

But First…Why they Matter:

• Forbes recently published a study that 81% of corporate millennials consider in-person communication to be vital to their success. With the new reality of remote-first workplaces, offsites become a critical bridge to drive collaboration and business success.

• Offsites are beneficial for creating new relationships or creating cross-functional alignment, and also strengthening current relationships within one’s own team/org.

• Offsitesinspire new ways of thinking and ideas that will help a company succeed. Remember my post about Steve Jobs getting his best ideas while on vacation? There’s something about stepping out of our regular environment and away from our computers that enables our minds to find the space to think bigger and more boldly, especially when we can brainstorm and feed off other colleague’s ideas. In fact, ~34% of workers have claimed getting their most creative ideas while on a company retreat. 

• Fun Fact: Company retreats have been so successful in forming bonds and promoting innovation, that some companies are considering purchasing destinations to provide offsites throughout the year.

If I’ve convinced you that offsites are important for your company’s growth and employee productivity and retention, read on for how to optimize them:

Offsite Optimization Step 1: Establish a Theme to Focus Agenda and Activities

Depending on the demographic, size of the group, location, budget,  etc, it’s helpful to establish a theme/purpose for each offsite to help tie the experience together. Here are some examples:

• Adventure: Promotes team-building and bonding and also inspire problem-solving muscle-building. Great for extraverted and competitive teams like Sales, and also for teams from the same org. Activities could include:

• Escape rooms, Ropes courses, Scavenger hunts, Kayaking, Hiking, bike touring, bob-sledding, dude-ranch activities 

• Leverage speakers like Mount Everst climbers or other athletes who have blazed trails, or have former olympic or well-respected athletes lead an activity session for a special magical moment (I’ve had Olympic swimmers, bikers and runners lead Executives in group exercise in the am before and it was a peak experience for them)

• Thematic enhancements: Make your own trail mix bar, personalized bandanas and/or cowboy hats, ice baths, branded canteen water-bottles

• Creative: Excellent for creative, brand, comms, or experience teams (also engineers), teams with more introverts, or executives

• Art classes (painting, pottery, etc.), Cooking, mixology or winemaking, Improv/comedy workshops, Music-making, weaving, writing class, etc.

• Use an icebreaker on a related theme such as: Visit an art gallery and have everyone share which is their favorite painting and why.

• Gifting - custom aprons, label/bottle wine produced by the team in a custom “blend”

• Volunteering / Give-Back: Great for people/comms teams, holiday offsites and organizations who value giving back to community (also great for brand building)

• Community service i.e. home-building, graffiti cleaning, mentoring local students, Environmental clean-up efforts, or team shopping competition for family’s wish-lists around the holidays

• If you’re in a local community for the event that is not your own, welcome local vendors in for a “local gift bazarre” and allocate a certain amount of budgetfor purchasing a gift from local vendors. If the offsite is in your own community, donate any materials/food/swag from the event to local community afterwards. 

• Wellness: Great for teams who have just completed a major project, event, initiative and need some R&R. Also great for teams who are burned-out or need to recharge.

• Ideas include: Yoga or meditation retreats. Spa days, acupuncture (they even have mobile acupuncture now), sauna/ice bath, healthy foods and beverages: spa water, mock-tails, bone broth bar, make you brown tea sachets, or foraging in the forrest for adaptogenic herbs and flowers to add to food

• Gifting may include: branded eye masks, heating pads, scented essential oils (or blend and take home from the event), and healthy snacks/treats.

Offsite Optimization Step 2: Establish Goals and Priorities:

Assigning a weight to each goal which will help advise how you structure the agenda:

• What % of the offsite if dedicated to bonding/teambuilding? 

• What % of the offsite if dedicated to business needs (strategy, education/training, creative ideation, etc)? 

• What % should be focused on cross-fuctional networking?

Offsite Optimization Step 3: Establish Your Budget, Planning Timeline and Plan for Execution:

• Determine your budget (per attendee) and then you can back-into which locations, dates, and activities are realistic for your team/company. This helps reduce the amount of options + constraint often leads to better focus and creativity.

• Establish dates for the offsite, lock them in via contract/calendar holds and start planning communication and logistics backwards from there. Make sure you get a save the date and RSVP out ASAP to confirm attendance so you don’t pay an attrition penalty.

• Determine whether to use an event pro (like me) to assist with strategy/planning, or leverage internal team, or an external offsite planning SAAS platform (see Gianna Recommends for vendor suggestions)

Offsite Optimization Step 4: Evaluate the Success of your Offsite, and establish a frequent cadence of offsites

• The end of your offsite is only the beginning! Make sure you measure the success of the offsite (email me if you need help with how to do this), so you know what resonated most/least with attendees.

• Establish an annual offsite calendar/cadence so you can get ahead of booking optimal dates/locations, maintain a drumbeat of social connection, innovation and company bonding, reduce budgeting (further out usually means better rates), and signal to attendees that this is a normal operating expectation.

In summary, when planning, consider: Team preferences and personalities, company culture and goals, budget constraints, balancing teambuilding with productive outcomes, and be careful that the offsite is inclusive to everyone attending. 

Happy summer campers!