Priceless Events - My secret sauce.

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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.