Gianna's Gems - What is Experiential Marketing and how to do it on any budget?

"How can I make this moment more magical?" 

This question, which I've been asking myself daily, isn't just about adding sparkle to life (though I do love sparkle). It's the golden thread that weaves through every successful experiential marketing event I've ever planned or attended.

After more than two decades creating events for Google, AWS, SoftBank Vision Fund, Airtable and Windsurf, I've learned that the difference between a standard marketing event and a truly experiential one comes down to this: Are you creating a moment people experience, or are you creating an experience people remember forever?

The Magic Behind Experiential Marketing Events

Experiential marketing events go beyond traditional event marketing tactics. Instead of allowing guests to simply move from one session to another, experiential creates immersive interactions that surprise and delight attendees and tie into the theme of the content with a cohesive red thread. These events are designed to create a memorable and emotional connection between attendees and the brand, often through interactive activities, sensory stimulation, and storytelling.

The goal isn't just brand awareness—it's about creating advocates. When people are moved emotionally by an experience, they don't just remember the content of your event—they remember how you made them feel and are compelled to share about it.

Standard Marketing Events vs. Experiential Marketing Events: The Key Differences

Traditional Marketing Events Focus On:

• Information delivery - PowerPoint presentations, product demos, training

• Mass communication - One-to-many messaging

• Passive consumption - Attendees sit, listen, and leave

• Metrics like attendance - Numbers over engagement quality

• Standard touchpoints - Registration, sessions, networking, meals, departure

Experiential Marketing Events Create:

• Immersive experiences - Interactive or augmented reality to enhance the experience and bring a product or brand to life

• Emotional connections - Moments that make people feel things like awe, delight, joy, nostalgia, inspiration and connection

• Active participation - Attendees are active participants in the experience. For instance, at one opening to a Google Cloud Security Summit, we had attendees put on special glasses to view a secret message as they walked through a portal into the general session.

• Memory creation - Experiences people can't help but share, like the time I had Olympic athletes lead morning group swim, run and cycle for CEOs.

• Transformative touchpoints - Every moment becomes an opportunity for magic, pain points become moments of delight instead.

Gianna's Gem: Think about approaching every touchpoint with the question: "What do I want attendees to feel, think and do after the event, and how can I inspire them through this experience”?

Real-World Examples from My Event Portfolio

Since anecdotes are always helpful, below are a few samples - photos can be found in my portfolio.

Google's Self-Driving Car Experience

Back when I worked at Google and the very first self driving cars were in beta (pre-Waymo, pre Tesla), I hid golden tickets under just a few general session seats. Those lucky attendees got to take test drives of the car during the lunch hour. Instead of just talking about innovation, we let attendees experience the future firsthand and it also solved the problem of how to offer just a limited number of rides to the audience (given the team’s capacity) and a fair yet delightful way to do it.

The World Record Yoga Session

At Google, I turned a massive event for tens of thousands of employees into an opportunity to create a world record for "the largest yoga session" by having a yoga instructor lead the keynote room in some standing poses before the content began. This helped awaken the audience, captivate them for what other surprises we might have in store for them (one of them was our CEO dressed as Elvis  swapping into an elvis impersonator performance before his keynote!) and became an energizing, shared, memorable moment.

CEO Summit AI Orchestra

At Softbank, I hired a famous musician to use AI to compose a score for a quartet from the geolocation points of all of our portfolio companies. We had the quartet perform in different places throughout the venue at breakfast, lunch, breaks, and then finally introduced the composer during the afternoon keynote and had him explain the custom created score, which we later gifted digitally to all the CEO’s. Since our portfolio companies all focused on ai, this theme tied into them and also created a memorable moment that could be relived through the gifted score after the event.

The Value of Experiential vs. Standard Events

For Attendees:

• 65% of people think that live events help them understand a product better

• Emotional connection creates deeper brand loyalty

• Memorable moments they actively want to share with others

• Hands-on learning that sticks long after the event

For Brands:

• Unparalleled word-of-mouth marketing - People can't help but talk about magical experiences and share about them on social as well.

• Higher return attendance - Memories of magic create powerful FOMO for future events

• Stronger participant engagement - Attendees who feel delighted participate more fully

• Increased perceived value - Magic-infused experiences justify premium pricing

• Brand differentiation - Being the "magical" choice sets you apart

The most powerful event feedback I ever received wasn't about the celebrity speaker or the gourmet food. It was from an attendee who wrote: "For three days, I felt completely seen. Every detail made me feel like someone had thoughtfully considered how to make my personal experience perfect and special which made me feel this is how they would treat me as a customer".

Creating Experiential Events on Any Budget

The beauty of experiential marketing is that magic doesn't require massive budgets—it requires intentionality and thoughtfulness. Some of the most magical moments I've created came from thoughtfulness rather than expenditure.

Low Budget ($500-$2,500): The Thoughtfulness Approach

Transform Registration into Recognition Having staff greet attendees by name the moment they approach the check-in desk (like The Battery private club or Four Seasons Hotel staff masterfully do) immediately signals they matter. Cost: Training and preparation time.

Hidden Surprises Throughout the Journey For long sessions, I sometimes leave waters or snacks under people's seats so they don't feel the need to get up and leave the room mis-session, or we’ll have hawkers pass coffee and protein balls or donuts at registration or long keynote lines.. Cost: $5-$10 per person.

QR Code Learning Experiences Transform waiting areas with educational content or surprises that tie to your event theme. Cost: Design time and printing.

Attendees Intention Notes Instead of the standard "thank you for coming" email, I’ve asked attendees to write down what they want to remember from the event and well mail it to them 6 months after the event. It just costs os shipping and is always a helpful way to get back in touch with customers or prospects while offering them a way to remember their intentions (and you!)

Medium Budget ($10-$100K): The Technology Integration

Pop-up Experiences

• Interactive installations with branded 3D backdrops and props designed to promote social sharing. For example, a "3D movie poster" activation for Google Lunar X Prize where attendees could step into the scene and take photos ($15-30K)

• Mobile food trucks or cocktail bars with custom branding, such as a "bulletproof coffee bar" created for a Google Capital security summit ($20-50K)

• Multi-sensory product sampling stations that engage attendees beyond just taste or touch. An example would be a virtual reality windsurfing activation at a Windsurf Lounge during Google Next, combining physical product demos with immersive digital experiences ($25-75K)

Tech-Enhanced Activations

• VR/AR experiences with 2-4 stations that allow groups to participate simultaneously ($30-60K)

• Interactive digital walls, touchscreen displays, or custom apps that enable virtual reality experiences and real-time interaction ($20-40K)

• Social media contest hubs with live feeds, potentially incorporating emerging tech like Meta glasses for enhanced sharing capabilities ($15-35K)

• Event apps featuring interactive challenges, scavenger hunts, or badge collection systems that encourage exploration throughout the venue. Attendees can accumulate points and redeem them for tiered swag rewards, creating ongoing engagement throughout the event ($25-50K)

Hands-On Workshops

• Branded maker spaces designed for networking and learning, featuring activities like pottery, cocktail mixing, or Iron Chef-style competitions that bring people together around shared experiences ($20-50K)

• Wellness activations including contrast therapy (infrared sauna, cold plunge), pop-up acupuncture, wellness shots, and other health-focused experiences that provide immediate value to attendees ($25-60K)

• DIY product customization stations with custom vignettes or demo pedestals that allow attendees to create personalized takeaways while learning about your brand ($15-40K)

High Budget ($100,000+): 

Immersive Environments

• Multi-room branded experiences with themed environments that showcase product portfolios, such as a Google Home activation designed to demonstrate Google's full range of hardware devices to key influencers ($150-500K)

• Large-scale interactive installations featuring projection mapping or kinetic sculptures, like a projection-mapped dinner experience where each course is accompanied by different seasonal visual themes that transform the entire dining environment ($200-800K)

• Pop-up restaurants or bars featuring celebrity chefs, such as a female chef and sommelier collaboration dinner in Los Angeles designed to create an exclusive culinary experience for high-value guests ($100-300K)

Technology Spectacles

• Holographic displays and advanced AR experiences that create memorable, shareable moments through cutting-edge visual technology ($150-400K)

• Interactive gaming tournaments with professional-grade setups, similar to large-scale hackathons that bring together top talent in competitive, branded environments ($100-250K)

• AI-powered personalization experiences across multiple touchpoints, such as an AI sommelier that provides customized recommendations based on individual preferences and creates a unique experience for each attendee ($200-600K)

Exclusive Experiences

• Private concerts or performances by notable artists, creating once-in-a-lifetime entertainment experiences that generate significant buzz and lasting impressions ($100-500K)

• Luxury transportation experiences including helicopter rides or exclusive test drives of unreleased vehicles, such as competitions where driving brand-new Teslas before market launch serves as the ultimate prize ($200-1M+)

• VIP meet-and-greets with top athletes or musicians before shows or games, providing intimate access that money typically can't buy ($150-750K)

Bonus Activation Ideas If your event features renowned speakers, consider creating a "library" activation stocked with their books that attendees can take home for free after the event. As a surprise element, some books can be pre-signed by the authors, adding unexpected value and creating lasting branded touchpoints beyond the event itself ($5-15K).

Gianna's Proven Framework for Experiential Success

• Start with the Attendee Journey Map: Map every single touchpoint from initial invitation to post-event follow-up. At each point, ask: "How can I make this moment more magical?”

• Create Moments of Surprise and Delight:This is about intentional presence and the commitment to elevating every experience from ordinary to extraordinary.

• Design for Shareability. Every experiential moment should be so remarkable that attendees naturally want to document and share it.

• Connect Experience to Purpose: Ensure every magical moment ties back to your brand story, product benefits, or event objectives.

• Measure What Matters: Track engagement quality, emotional impact, and long-term brand connection—not just attendance numbers.

Getting Started: Metamorphize your next Event into an Experiential Activation

Gianna's Gem Action Step: Choose one upcoming event and identify three touchpoints where you can ask "How can I make this moment more magical?" Start small—magic often lives in the details, not the budget.

Remember, your attendees are ready to be delighted - doesn’t everyone crave delight? The question isn't whether you have enough budget for experiential marketing—it's whether you're ready to commit to creating memories that matter.

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

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XX,

Gianna

P.S. Want to dive deeper into creating magical event experiences? Check out my book The Art of Event Planning or Book a 1:1: intro.co/GiannaGaudini .

Gianna's Gems: The Art of Slowing Down - Why Are We All Rushing Through Life?

Hi there,

Last week, I caught myself speed-walking through the farmers market while simultaneously checking emails and making a phone call. I realized I was treating a simple walk that was intended to bring joy and presence like an Olympic sport of time optimization. When did buying produce become a race against time?

This moment of self-awareness made me pause (literally, right there among the tomatoes and green beans) and ask myself a question that's been haunting me lately: Why are we all rushing through life, and what are we missing when we move at warp speed?

The Why Behind Our Need for Speed

We live in what I call the "optimization obsession era." Our phones buzz with productivity apps promising to help us squeeze seventeen tasks into a ten-minute window. Social media feeds showcase people apparently accomplishing more before 7 AM than most of us do all day. I don’t think any of us are immune to multi-tasking on a zoom call. We've somehow convinced ourselves that being busy equals being important, and moving fast equals moving forward.

But here's what I've discovered through years of event planning and life observation: the most meaningful moments happen in the spaces between the rush.

Gianna’s Gem: Leave white space in your day and in your life - it’s in the space that you can welcome in opportunity, rest, and even fun.

Think about it—when someone asks about your favorite memory from last year, I guarantee it wasn't the day you efficiently completed twenty-three items on your to-do list. It was probably a lingering conversation over dinner, an unexpected laugh with a colleague, or the ten minutes you spent engaging with your child so deeply that you both were smiling, laughing and bonding.

Our culture has created what I call "hurry sickness"—a chronic condition where we feel perpetually behind, constantly chasing an imaginary finish line that keeps moving further away. We rush because we think there's not enough time, but the irony is that rushing actually makes time feel more scarce.

The Hidden Cost of Living in Fast-Forward

The impact of constant rushing extends far beyond simply feeling anxious and distracted. When we operate in perpetual hurry mode, we miss the very experiences that make life rich and meaningful.

Creativity suffocates under pressure. Some of my best event ideas have come during slow hikes through nature or while meditating or doing something new and inspiring like visiting an art gallery or enjoying a tasting menu at a restaurant (designed to be savored) —never while racing between meetings. Guess what? Our brains need white space to make unexpected connections.

Relationships become transactional. When we're always thinking about the next thing, we can't fully engage with the person in front of us. I learned this the hard way when my eight-year-old son asked me a question and I realized I had given him three "uh-huh" responses without actually listening to a word he said. This led to so much guilt over my subpar engagement that I wasted more time ruminating than I would have if I just paused and fully engaged with him for that one minute.

We develop what I call "presence amnesia." We become so focused on getting to the destination that we forget to notice the journey. This is particularly devastating in our work—we plan beautiful events but forget to pause and appreciate the magic we're creating, or to celebrate the win afterwards…AND to actually review how the event went and properly host a post-mortem to optimize for the next event based on the feedback and results.

Decision-making deteriorates. When we're rushing, we default to quick fixes rather than thoughtful solutions. Some of my only regrets happened when I felt pressured to decide immediately rather than taking time to consider all my options, or not taking the time to “sleep on things” and responding before my subconscious had time to appraise the situation and find the best solution. Fortunately these are few and far between these days now that I’m aware of the benefits of leaving space to pause, meditate, reflect, and attract what it is that I want to happen.

The Surprising Benefits of Strategic Speed

Now, before you think I'm completely anti-efficiency, let me acknowledge that there are genuine benefits to moving quickly—when it's intentional rather than habitual. As my clients know, I am the queen of efficiency, but that doesn’t mean I sacrifice being present.

Momentum creates energy. A burst of focused action can break through procrastination and generate positive momentum. I've seen teams come alive during intense eventworking sessions when everyone is moving with purpose toward a shared goal. Also, like energy attracts like, so when you’re in a positive mood, being generous with your time and spirit and winning by lifting others up, you too will continue to win.

Deadlines foster creativity. Constraints can spark innovation. Some of my most creative event solutions emerged under tight timelines because conventional approaches weren't possible.

Quick decision-making prevents overthinking. Sometimes the first instinct is the right one, and analysis paralysis is more dangerous than imperfect action. I love the phrase “no bad data” as sometimes it’s best to go for it, gather the intel, and then use the information gathered through calculated action to optimize and improve rather than ruminate over whether you have the “perfect strategy”

The key distinction is choosing to move quickly versus feeling compelled to rush. One empowers, the other enslaves.

The Event Planning Paradox: What Happens When We Rush Our Guests

This rushing epidemic has infected our events in ways that directly undermine our goals as experience creators. When we pack agendas too tightly or rush attendees through transitions, we're essentially telling them their presence doesn't matter—Could you imagine having a dinner party where you rushed guests from course to course, cutting off conversation, and didn’t give people enough time to even use the bathroom or have casual conversation?

I've witnessed this countless times: speakers who race through content or worse yet, skip the Q&A or breaks to squeeze ii more slides... networking sessions cut short to stay on schedule, and meals treated as fuel stops rather than connection opportunities. Have I mentioned, I really don’t care for ”lunch and learns”? Attendees leave feeling efficient but empty and probably won’t remember much about the event either.

Here's what I've learned about creating space in events:

The most powerful moments happen in the margins. At a recent conference I planned, the most talked-about experience wasn't the keynote speaker—it was the extended 1.5 hour lunch where attendees naturally clustered into deep birds of a feather conversations and could experience experiential demos and self-driving car test drives we had planned for people to engage with on their own time. We had originally planned a 45 min lunch but extended it to an hour and a half when we realized the connections made at our events were the most valuable ROI for attendees, not squeezing in another session that they could simply view on demand.

Transitions can be transformations. Instead of herding people quickly between sessions, I’ve done experiential “portals” that create excitement as people move from one space to the next. I’ve used local school bands to help galvanize thousands of attendees at Google into a general session, and I’ve offered hawked coffee and donuts to people queued up for a keynote to give them delight and a reason to talk to each other and the local vendors as they’re waiting for what’s next.  I add in "breathing breaks"—intentional pauses that allow ideas to settle and connections to form and people to get a sense of place in the venue or city they’ve traveled to the event for so they don’t feel rushed and overwhelmed. Sometimes this means scheduling fewer sessions, but the depth of engagement increases dramatically.

Meals become memory-makers. When we treat dining as mere sustenance, we miss opportunities for organic relationship building. I love offering hosted tables where people can meet with product experts or “birds of a feather” to have deeper conversations in a casual and relaxed setting. I also love a Jeffersonian style format to foster a “shared conversation” between executives so they aren't stuck talking just with those next to them. The feedback was overwhelmingly positive—people felt connected rather than programmed and learned more about each other as a result. It also benefited us by inspiring more connections between customers and prospects and out own team that wouldn’t have happened without intentionality.

The Google Approach: The Power of White Space

Google's brand aesthetic isn't minimalist by accident—it's strategic. That clean, uncluttered design you see on their homepage as well as in their event experiences communicates clarity, focus, and ease. When we apply this philosophy to our lives and events, something magical happens: space creates possibility.

In event design, white space might look like:

• Generous transitions between sessions

• Unstructured time for organic interactions

• Visual breathing room in signage and materials

• Quiet spaces for reflection and processing

• “Create your own adventure” style programming so people can choose what type of experience they want based on their mood and needs

In life design, white space might mean:

• Margins in your calendar for unexpected opportunities, rest and fun 

• Evening routines that transition you from work mode to personal time

• Weekend mornings without an agenda

• Phone-free time in your home or schedule

Gianna’s Gem: White space isn't empty—it's unlimited potential - a canvas ready for paint!

Space on Our Plates: The Literal and Figurative Art of Less

This concept extends beautifully to how we literally fill our plates and figuratively fill our lives. At events, I've started embracing what I call "curated abundance"—fewer menu items but each one exceptional, rather than overwhelming buffets where quality gets lost in quantity.

The same principle applies to our daily lives. Instead of cramming seventeen activities into a weekend, what if we chose three meaningful experiences and gave each one room to breathe? Instead of accepting every networking opportunity, what if we were more selective and showed up fully present to the ones we choose?

I recently implemented "plate management" in my own life. Just as a beautifully plated dish has white space that makes each element more visually appealing, my calendar now has white space that makes each commitment more meaningful and gives me time to pause and reflect (or make a helpful connection for that person) before rushing to the next.

Practical Magic: How to Cultivate Mindful Presence

The transition from rushing to presence doesn't happen overnight, but it can start with small, intentional shifts:

Create arrival rituals. Before entering any space—whether it's your office, an event venue, or even your own home—take three conscious breaths. This signals your nervous system to shift from transit mode to presence mode.

Practice the "one-thing rule." When engaged in conversation, close your laptop. When eating, put down your phone. When walking, resist the urge to simultaneously check emails. Single-tasking is a radical act in our multitasking world.

Design buffer zones. Build fifteen-minute cushions between meetings, arrive ten minutes early to events, leave for appointments with extra time. These margins eliminate the stress of rushing and create space for unexpected moments of connection.

Embrace strategic slowness. Deliberately move slower in certain contexts—walk leisurely to the coffee shop, take your time reviewing proposals, sit quietly before beginning presentations. This isn't inefficiency; it's intentional presence.

Ask different questions. Instead of "How can I get this done faster?" try "How can I make this experience more meaningful?" Instead of "What's next on my list?" ask "What am I noticing right now?"

The Ripple Effect of Slowing Down

When we choose presence over speed, the impact extends far beyond our personal experience. Attendees at our events feel more valued when we're not rushing them through experiences. Colleagues feel more heard when we're fully present in meetings. Family members feel more connected when we're genuinely available during our time together.

I've discovered that slowing down doesn't mean accomplishing less—it means accomplishing things that matter more. The events I plan with generous time margins consistently receive higher satisfaction scores. The relationships I nurture with presence rather than efficiency grow deeper and more fulfilling.

The most profound shift happens when we stop asking "How can I fit more in?" and start asking "How can I be more present with what I've already chosen?"

What I'm Practicing This Week

I'm implementing what I call "micro-moments of mindfulness"—three-second pauses throughout the day where I simply notice what I'm experiencing right now. The taste of my coffee, the feeling of sunlight through the window, the sound of laughter from another room, how my body feels when I take a deep breath. These tiny moments don't add time to my day, but they add depth to my experience of time.

Your Invitation

This week, I invite you to experiment with just one area of strategic slowing down. Maybe it's taking a longer route to work that allows for a more peaceful transition. Perhaps it's scheduling one fewer meeting each day to create breathing room. Or simply practicing eating one meal without multitasking.

Notice what happens when you give yourself permission to be present rather than productive, to be mindful rather than busy.

Remember: In a world obsessed with speed, choosing slowness is a revolutionary act of self-care and conscious living.

The most magical moments of life—whether in our events or our everyday experiences—happen not when we're rushing toward the next thing, but when we're fully awake to this thing, right here, right now.

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

Vagus Nerve Deck: 75 Exercises to Reset Your Nervous System. I’ve always been obsessed with brain science (and was a former bio minor at UCSD!) Only recently however, have I realized just how important “vagal tone” is for regulating the nervous system which is critical for high-stress careers in events, startups, (or both!) I have been reading and practicing vagus nerve exercises and fin them just as critical to my wellbeing and vitality as my physical exercise and sleep routine. I love this deck

The vagus nerve, plays a special role in our autonomic nervous system (ANS). The ANS regulates many bodily processes, including our stress response. When we encounter an external threat, our stress response kicks in, triggering a cascade of physiological changes to help us adapt and protect ourselves. Like a helpful friend, the vagus nerve steps in to restore balance. It exerts anti-inflammatory effects, promotes relaxation, and supports immune system regulation. With the exercises in Vagus Nerve Deck, you’ll learn to harness this power and foster resilience in the face of life's challenges. Enjoy!

Gianna's Gems is a weekly exploration of ideas that transform the ordinary into the extraordinary. If you found this valuable, please share it with someone who might need permission to slow down.

XX,

Gianna

P.S. Want to pick my brain? Book a session with me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Gianna's Gems: Sexy Property Spotlight - Four Seasons Westlake Village

Due to overwhelming requests from my instagram travel feed, I'm now dedicating at least one Gianna's Gems feature per month to luxury properties ideally suited for corporate events and bleisure (business-leisure) travel. Properties interested in being featured can inquire with me directly.

I had the pleasure of spending my birthday weekend in the golden sun of Los Angeles as a guest of the Four Seasons Westlake Village. It was a trip I had been looking forward to for months and couldn’t have come at a better time with the whirlwind news of the Windsurf acquisition and much needed R&R. I tend to suffer from disappoint due to high expectations, but in this case, the property exceeded my expectations and I am already manifesting the perfect wellness program to bring to the property so I can partner with them this year!

The Bottom Line: Four Seasons Westlake Village isn't just a hotel—it's a wellness-forward corporate sanctuary that seamlessly blends California's laid-back luxury with serious business capabilities, all while delivering an experience so elevated it feels like a private estate retreat. Imagine a Canyon Ranch meeting the luxury and world-class service and amenities of a Four Seasons and is even family friendly (they have an arcade and soccer field!) and there’s not much left not to love.

A Visionary Legacy Nearly Two Decades in the Making

Since opening in 2006, the Four Seasons Westlake Village and its on-site Center for Health & Wellbeing has been pioneering the integration of luxury hospitality with comprehensive wellness—nearly 20 years before it became a mainstream concept. The property was born from the visionary partnership of David H. Murdock, chairman and owner of Dole Food Company, Inc. geneticist Andrew Conrad, PhD. and Wellpoint, Inc., who recognized that the future of hospitality lay in addressing the whole person, not just providing a place to sleep.

Murdock developed the Dole headquarters campus in Westlake Village and later hired Jack Nicklaus to build the golf course at what would become Sherwood Country Club. The Dole campus would come to include the Four Seasons Westlake Village and wellness and longevity center that became the focus of his endeavors in later years. This wasn't just a hotel development—it was designed as a destination where people would travel specifically for the Center For Health & Wellbeing (Formerly Center for Health and Longevity).

The Four Seasons Hotel in Westlake Village, California was created in November 2006 with the purpose of providing those in search of a healthier lifestyle all the medical, nutritional and physical resources they needed to promote a longer life span. So smart!

Why This Property Makes Me Swoon

Nearly two decades later, this prescient vision has created something extraordinary: a property that seamlessly blends California's laid-back luxury with serious business capabilities and revolutionary wellness infrastructure. This isn't your typical business hotel—it's a transformative destination where deal-making happens against a backdrop of waterfalls and botanical gardens, originally designed to support guests traveling from around the world for comprehensive health and longevity programs.

What light me up about this property is how effortlessly it marries serious business infrastructure with California's wellness culture. The Grand Ballroom spans an impressive 11,600 square feet, easily accommodating large corporate gatherings, while the property offers a total of 77,533 square feet of meeting space with 11 breakout rooms. But here's where it gets interesting—the resort features such unusual elements as a fully soundproof television broadcast studio, making it perfect for companies needing to broadcast events or conduct high-level virtual presentations (although I heard it’s also perfect for afterparties!).

The Highlights

Event Spaces That Wow: The Grand Ballroom can accommodate up to 1000 guests, making it ideal for major corporate events, product launches, or company celebrations. The real magic happens with the seamless indoor-outdoor flow—guests can gather in the regal Grand Ballroom or choose from breathtaking outdoor spaces including the spectacular Waterfall Lawn and scenic Activity Lawn featuring dramatic views of the Santa Monica Mountains.

Wellness Revolution: The Center for Health & Wellbeing is the first of its kind – a luxury wellbeing destination offering one-on-one consultations, group workshops and daily classes with on-site accredited health experts. For companies prioritizing wellness, or wanting to offer longevity summits for executives, this isn't just amenity—it's a competitive advantage. The $50 million wellness center houses hydrotherapy pools, steam rooms, state-of-the-art diagnostic facilities including MRI and CT body scanning equipment and 28 spa treatment rooms.

Culinary Excellence: The Wellness Kitchen offers hands-on cooking experiences with expert wellness chefs and registered dieticians, perfect for team-building events with a healthy twist. Guests can dine at five distinct venues, including Coin & Candor (California brasserie), ONYX (Japanese restaurant), Prosperous Penny (late-night bar), Stir (coffee and pastries) and The Cove (poolside Mediterranean dining). Fun Fact: I canceled my dinner reservation off property on Day 2 of my stay so I could eat at Coin and Candor a second night…the food was that good!

Accommodation Luxury: All 269 guest rooms, including 27 luxurious suites, feature high ceilings, magnificent chandeliers, floor-to-ceiling windows, and finely crafted custom mahogany furniture. These aren't just rooms—they're retreats designed for the discerning business traveler who demands both comfort and sophistication. I stayed in a luxury suite which was beautifully appointed, had more storage space than I could even use, a beautiful parlor that was large enough for me to practice yoga in the morning, and views of the hills. The bed was soft and dreamy and the deep tub relaxing and sumptuous.

Recreation That Impresses: The property features three pools, including the adults-only Serenity Pool, an indoor pool, and the expansive grand pool: The Cove. For active groups, there's a 16,000 square foot fitness center and a comprehensive Center for Health and Wellbeing offering guided hikes, interactive cooking classes and complimentary daily wellness activities.

Who This Property Serves Best

Corporate Executives seeking a venue that combines serious business capabilities with unparalleled luxury and wellness focus

Fortune 500 Companies planning major events, product launches, or executive retreats where the venue itself becomes part of the brand experience

Tech Companies and forward-thinking organizations that prioritize employee wellness and want to showcase their commitment to work-life balance

International Corporations needing sophisticated broadcast capabilities and proximity to both Los Angeles business districts and entertainment industry connections

Pharmaceutical and Healthcare Companies that can leverage the unique wellness facilities for educational events or product demonstrations

Leadership Organizations And Retreats: Think events for YPO and Hampton groups, Chief, Vistage, and other organizations who want a turnkey wellness luxury experience for members.

Comparable Properties & What Makes This Unique

While you might compare it to other luxury California resorts like The Resort at Pelican Hill or Montage Laguna Beach, Four Seasons Westlake Village stands apart with its unique corporate-wellness fusion. Unlike traditional business hotels that treat wellness as an afterthought, this property was designed from the ground up to integrate health and business seamlessly.

The television broadcast studio is a game-changer for companies or studios needing professional-grade production capabilities. Meeting rooms are wired to the television production studio for satellite broadcasts, offering capabilities you simply won't find at typical luxury hotels.

Why I'm Absolutely Obsessed

What makes me passionate about recommending Four Seasons Westlake Village is how it redefines what corporate hospitality can be. This isn't about choosing between business functionality and wellness luxury—here, you get both without compromise. The property understands that today's most successful companies recognize employee wellbeing as a business imperative, not just a nice-to-have.

The location is strategically brilliant—close enough to Los Angeles for convenience, yet far enough away to feel like a true escape. Just 15 minutes from Malibu and 45-60 minutes from LAX and Burbank, it offers easy accessibility while providing the kind of inspiring environment where breakthrough thinking happens naturally.

For companies ready to invest in experiences that truly reflect their values and ambitions, Four Seasons Westlake Village isn't just a venue choice—it's a statement about who you are and where you're headed. I’d be honored to connect anyone with a direct introduction to the incredible team there - just respond “connect me” to this email.

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

Dolly Parton's return to Vegas is magic!

The country legend just announced "Dolly: Live in Las Vegas" - a six-show residency at The Colosseum at Caesars Palace this December, and tickets sold out in just 90 minutes. This marks her first extended Vegas run in over 30 years and her return to regular performing since her "Pure & Simple" tour wrapped up in 2016 - nearly a decade ago.

Still going strong at age 79, Dolly remains one of music's most iconic figures with an estimated 100 million album sales, a successful film career, and her very own theme park Dollywood. She's one of an elite group of individuals to receive at least one nomination from all four major annual American entertainment award organizations; Emmy, GRAMMY, Oscar, and Tony. From "Jolene" to "9 to 5" to "I Will Always Love You," her catalog of hits spans generations and genres, making her truly one of America's most enduring entertainers.

And what’s even more magic? The chance to book her for a private corporate event. EVA, a company I advise, and one of my favorite platforms for booking entertainment has the exclusive ability to book Dolly for private corporate events. If your brand is aligned with Dolly and you’d like a connect, message me by responding directly to this email.

XX,

Gianna

P.S. Want to pick my brain? Book a session with me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

The Fun Formula: Play is Your Unexpected Secret for Success

Hi there!

Hope you all had a lovely long weekend celebrating America’s birthday. I spent four glorious days up at my family’s cabin at Lake Tahoe where ever since I was a girl, we never installed a TV so that we’d instead read, play games, and spend time outdoors. This trip was no different and it was so refreshing to spend so little time on a screen and countless hours laughing playing silly games like Apples to Apples, bike riding and enjoying playful conversations with friends.

If you’re feeling revived and energetic after the Fourth of July holiday and hoping to keep the magical energy rolling, let me tell you something that might just change how you approach every single day...

The Science of Joy: What Happens When We Play

When we engage in genuine fun, our brains become absolute magic-makers. Here's what's happening behind the scenes:

Dopamine floods our system, creating that energizing feeling of reward and motivation. This isn't just about feeling good in the moment—dopamine actually enhances our ability to learn, remember, and make creative connections. It's like upgrading your brain's operating system every time you laugh.

Endorphins cascade through our bodies, those delightful natural painkillers that don't just make us feel amazing—they boost our immune system and increase our resilience. Fun literally makes us stronger, both mentally and physically.

Cortisol drops dramatically. When stress hormones decrease, everything improves—our decision-making, our creativity, our ability to see opportunities that stressed minds miss entirely.

Oxytocin levels rise, deepening our connections with others and making us more magnetic. You know that person who walks into a room and everyone gravitates toward them? These people seem to “sparkle”. They're probably running on high levels of this "bonding hormone."

The Sparkle Effect: Why Playful People Attract Success

There's something undeniably magnetic about people who know how to have fun. They possess what I call "The Sparkle"—that effervescent quality that draws opportunities, connections, and serendipitous moments like a magnet.

When you're genuinely enjoying yourself, you radiate a frequency that's absolutely irresistible. You become more approachable, more memorable, and more likely to be included in conversations and opportunities that could change your trajectory. People want to be around joy—it's contagious and transformative.

Think about the last networking event you attended. Who do you remember? Probably not the person who handed out business cards with robotic efficiency, but the one who made you laugh, who seemed genuinely delighted to be there, who turned a potentially awkward interaction into a moment of connection.

Fun at Work: The Ultimate Performance Enhancer

In professional settings, fun isn't frivolous—it's fuel. Teams that incorporate play and humor into their work culture consistently outperform their more serious counterparts. Why? Because fun breaks down barriers, encourages risk-taking, and creates psychological safety where innovation thrives. It boosts morale and trust which are keys to any successful team and business. When work feels like play, people don't just perform—they excel.

Fun also increases what psychologists call "cognitive flexibility"—your brain's ability to switch between different concepts and think about multiple things simultaneously. This mental agility is crucial for problem-solving and adapting to change.

Example: When I worked at Google, we had a famous 20% time policy, where employees could spend one day a week on passion projects. I remember using my 20% time to start a “Marketing Event Academy” where my team members and I took turns each week teaching something about event planning that we knew to the rest of the team. And then I took it a step further and started posting the recorded sessions and slide decks on a Google Website to share with the entire company so more people could share the knowledge. It was a passion project, but brought me so much joy and also boosted the morale and bonding between my team members. 

Transforming Events: The Alchemy of Atmosphere

As someone who's witnessed countless events, I can tell you that the ones that incorporate “authentic fun” are the ones that create lasting impact. When people are enjoying themselves, several magical things happen:

• Guard drops, connections deepen. Laughter is the universal key that unlocks authentic relationship-building. People share more, listen better, and form stronger bonds when they're having fun together.

• Memory formation intensifies. Our brains are wired to remember positive emotional experiences more vividly. An event that makes people laugh, play, or feel joy will be remembered long after the serious, information-heavy ones are forgotten.

• Energy becomes exponential. Fun is self-generating—the more people enjoy themselves, the more enjoyable the experience becomes for everyone. It's like creating a positive feedback loop that elevates the entire gathering.

• Openness to new ideas increases. When we're having fun, we're more receptive to new concepts, more willing to step outside our comfort zones, and more likely to say "yes" to opportunities that might otherwise seem too risky.

The key to building “fun” into events is "participation without pressure"—creating multiple ways for different personality types to engage authentically. This ensures the fun feels genuine rather than forced, which is crucial for corporate settings where people might be more guarded.

Below are a few examples designed to create real human connection while naturally generating brain chemistry benefits. They're also practical enough to implement without major budget or planning overhead.

Corporate Events:

• Need to assign tables? I once used “unique mathematical numbers” for the table numbering (i.e. pie or the golden number) and gave each Executive Guest a card with a definition on it about that number. They had to figure out what number the definition described to find their table. This led to playful (nerdy) competition, conversation between the guests and fun during a typically  mundane part of the event.

• Two-minute story exchanges for authentic networking - use something that might lead to joy, like what was your worst job early in your career? Or what was the strangest food you’ve ever eaten?

• Scavenger hunts for charity - at Google, I once built a teambuilding activity where each team had a Christmas list from a family in need, and we all shopped for the items and then wrapped them together

• Playful food moments often offer joy - s’mores making, displaying donuts hung from branches, or a cake-bite wall all bring delight

Social Events:

• I recently hired a unique entertainment vendor, The Haikuists for a social event where they used typewriters to create custom haikus for guests (learn more on my Gianna Recommends page).

• Memory lane remixes that add learning to nostalgia - I once planned a surprise 40th birthday for my husband where I bought out a Yoga Studio we loved, and had all of his friends and family as “the class”, our favorite instructor leading, and a “playlist” of all of our favorite songs together. It was not expensive, but a priceless and personal experience for him.

• Hide a card with a conversation starter or joke underneath people’s salad plates.

• For a recent 50th birthday, I added envelopes to everyone’s place setting and people opened them and either had to give a toast, or read a piece of trivia about the Birthday Boy. It kept everyone on their toes and was engaging and funny.

How Joy Magnetizes Opportunity

Here's where it gets really interesting: When you're operating from a place of joy and playfulness, you're vibrating at a frequency that naturally attracts what you desire. This isn't just spiritual philosophy—it's observable psychology.

When you feel good, you:

• Notice more opportunities (your brain's reticular activating system is primed for positivity)

• Take more beneficial risks (confidence is higher, fear is lower)

• Attract people who want to help you succeed (joy is magnetic)

• Maintain persistence longer (fun activities don't feel like work)

• Think more creatively (relaxed minds make novel connections)

Your Fun Formula Action Plan

Ready to inject more joy into your success journey? Here's my Gianna’s Gems pro tips for how to start:

• In Life: Schedule play like you schedule meetings. Whether it's dancing in your kitchen, playing an instrument just for fun, playing with a pet, doing something artistic, cooking a new dish, or having a game night with friends, make fun non-negotiable. I journal every day and one of the questions I ask myself is “how will I bake some fun into the day”. It help give you something to intentionally look forward to, even if it just takes five minutes (which is often all I have time for, but it still makes every day more magical!)

• At Work: Bring lightness to your interactions. Share appropriate humor, celebrate small wins loudly, and look for ways to make routine tasks more enjoyable and lift others up with you.

• In Events: Think beyond the agenda. How can you create moments of surprise, delight, or playful interaction? Sometimes the most important connections happen during the "fun" breaks, not the formal presentations. I’ll never forget when we opened up a giant internal conference in Las Vegas with an “Elvis performance” and at the very end, our CEO at the time swapped out with one of the Elvis impersonators in full costume creating an audible gasp from everyone. It lightened the mood by showing more playful side of him before we dove into all the gravitas of annual planning and strategy.

• Daily Practice: Start each day by doing something that makes you smile. End each day by reflecting on moments that brought you joy. This trains your brain to notice and create more fun. Listen to a fun dance playlist while brushing your teeth, challenge your child to “crawl like a cat or slither like a snake” instead of walking to do their chores to engage them and lift you up with laughter as well. It’s easy to make every day routines more fun by adding elements of play and lightness to them without adding any extra time and little extra effort.

The Ripple Effect

When you embrace fun as a success strategy, you don't just transform your own experience—you become a catalyst for others. You give people permission to enjoy themselves, to be more authentic, to take themselves a little less seriously. You become the person others want to collaborate with, celebrate with, and champion. I always try to bring levity and joy to my 1:1’s and team meetings and find people are so much more collaborative and engaged - even if we have a lot to cover. 

Success doesn't have to be 100% serious. In fact, the most sustainable, fulfilling success often comes wrapped in joy, laughter, and genuine delight.

So here's your invitation: What if you decided that having fun wasn't something you'd do after you became successful, but the very vehicle that would take you there? The universe will conspire in your favor, especially when you're smiling. Try it.

Keep sparkling, 

Gianna

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

Hotel I love: The Estate, Yountville: Nestled in the heart of charming downtown Yountville in the renowned Napa Valley wine region, Estate Yountville is a romantic and luxurious lifestyle destination set on a picturesque 22-acre village-within-a-village. I recently had the opportunity to do a buyout of their Vintage House Hotel for a very special milestone birthday and it was exected flawlessly and joyfully by their incredible team partnering with my own. I loved their willingness to meet our requests for custom menus, signage, and deliver above and beyond service to all the guests. There are photos of the beautiful event on my event portfolio if you’d like a glimpse. 

At The Estate Yountville, they’ve reimagined the Wine Country experience into an approachable and inviting getaway. Voted the most beautiful boutique hotel in Napa Valley, Vintage House on the North end of the Estate captures the intimate charm and serenity of Yountville. On the South end of the Estate, the modern and lively Hotel Villagio, which sits adjacent to their private vineyard, welcomes you with its bright patio and lobby bar. AND…they have a Veuve Clicquot themed spa that is decked out in orange loveliness, and even offers pool-side Veuve Clicquot foot and scalp massages! Together, these two retreats invite you to take part in the quintessential Napa Valley escape. Let me know if you’d like help sourcing this venue for your next event - I couldn’t recommend the team and property more highly.

P.S. Want to pick my brain? 

Book me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Gianna's Gems: The Ultimate Guide to Planning Your Inaugural Customer Conference

When community becomes currency and customers become your biggest champions

Hi there,

There must be something in the air…I’m getting so many requests for building inaugural event strategy (which I love because that’s my sweet spot!). Maybe it’s Marc Cuban’s prediction that’s going viral: 

"Within the next 3 years, there will be so much AI, in particular AI video, people won’t know if what they see or hear is real. Which will lead to an explosion of f2f engagement, events and jobs.”

 Which Leads to the Golden Question: Why Host a Customer Conference?

Your customers are more than revenue numbers—they're your biggest advocates, your product development partners, and your most valuable source of authentic testimonials. A well-executed customer conference transforms these relationships from transactional to transformational.

Your conference becomes the physical manifestation of your community. It's where feature requests turn into collaborative discussions, where customer success stories inspire prospects, and where your team gains invaluable face-to-face feedback that no survey can capture. More importantly, it positions your company as a thought leader and creates an annual touchpoint that customers anticipate and plan around and that activates your internal team to launch products for.

Think of it as relationship ROI—you're investing in deepening connections that compound over time. Customers who attend your conference typically have higher lifetime value, lower churn rates, and become vocal advocates who drive organic growth through word-of-mouth marketing.

The Readiness Litmus Test: When You're Ready (And When You're NOT) Ready to Host your Own Conference

You're Ready When:

• Customer Base Maturity: You have at bare minimum of 500-1000 active customers with 50+ who would genuinely be excited to attend. Your customer success team can identify your superfans without hesitation.

• Internal / External Resources: You can dedicate 4-10 full-time team members + budget to bring in agency/contractor support for conference planning for 6-12 months without compromising core business operations. 

• Budget: You have executive buy-in and a realistic budget of $500K minimum.

• Customer and Industry Content: Your customers have compelling success stories, your product team has exciting developments to share, and your industry has enough depth for meaningful educational sessions.

• Operational Stability: Your product is stable, your customer support is strong, and you're not in the middle of major organizational changes or funding crises that could risk event cancelation - much less embarrassing and costly to pull out of a tradeshow you’re sponsoring than to have to email hundreds of attendees and refund them if ticketing/sponsorship plans are in place..

Pump the Brakes When:

• Premature Product and Community: You're still figuring out product-market fit, or your customer base is too small or geographically scattered. If you can't confidently fill 200+ seats with engaged customers, wait.

• Resource Constraints: You're bootstrapped to the bone, just raised a Series A and need every dollar for growth, or your team is already stretched thin on core deliverables.

• Timing Troubles: You're planning a major product pivot, dealing with significant customer churn, or facing internal instability. Conferences amplify your current state—make sure it's one you want to broadcast.

• Unrealistic Expectations: You expect the conference to be immediately profitable or solve fundamental business challenges. First conferences are investments in relationships, typically not revenue generators in the first few years (trust me, this was true event when I was building Google Cloud Next!).

Customer Conference Pros and Potential Drawbacks

If you’re falling into the “Green Light” category above, get excited because there are some extremely compelling upsides to hosting your own conference:

• Customer Loyalty Amplification: Face-to-face interactions create emotional connections that digital touchpoints simply cannot replicate. Attendees become your most vocal advocates.

• Product Development Gold: Direct customer feedback in a concentrated setting accelerates product roadmap decisions and validates development priorities.

• Revenue Acceleration: While not immediately profitable, conferences typically drive 20-30% higher customer lifetime value and significantly de-risk contract renewals among attendees.

• Brand Authority: Positions your company as an industry leader and creates content and case studies that fuel marketing efforts year-round.

• Audience Control: Like hosting your own wedding, you get to control the audience, meaning you can control the perfect mix of customers, prospects, press, and friendlies that will benefit your marketing and sales efforts (but make sure you know what you’re doing here!)

However, hosting your event must be done with strategic mastery and an experienced team to avoid these potential downsides:

• Financial Risk: First-year conferences rarely break even. Plan on budgeting for a 6-figure investment with intangible returns that materialize over 12-18 months.

• Execution Complexity: Event planning and owned conferences require a specialized skill. Underestimate the logistics and you risk damaging customer relationships or embarrassing yourself as a brand instead of strengthening both.

• Resource Cost: The resources dedicated to conference planning could be invested in product development, sales, or other growth initiatives with more predictable returns. There’s always a tradeoff so make sure this is the best use of everyone’s time and that you’re repurposing as much of the work done on the content as possible.

• Expectation Management: Once you host a conference, customers/company executives will expect it annually. Consider committing to a recurring investment and a memorable name and logo lockup that will build its own recognition over years to come (i.e. Dreamforce, AWS re:invent, Google I/O).

Measuring Success: The ROI Metrics That Actually Matter

Gianna’s Gem: When it comes to Hosted Customer Conferences, I recommend focusing on a few key metrics and weighting them in terms of importance to help prioritization. 

Forget vanity metrics like social media mentions. Focus on these strategic indicators:

Customer Health Metrics:

• Net Revenue Retention among attendees vs. non-attendees (6-12 months post-event)

• Customer churn reduction percentage for conference participants

• Expansion revenue (cross-sell, upsell) generated from attendee accounts within 12 months

• Customer advisory board participation 

Product Development Acceleration:

• Number of product improvements implemented based on conference feedback

• Time-to-market reduction for features validated during customer sessions

• Customer satisfaction scores for new features developed from conference insights

Sales & Marketing Leverage:

• Cost per lead for prospects who attended vs. other channels

• Conversion rates from conference-generated leads over 12-month period

• Customer advocacy metrics (referrals, case study participation, speaking opportunities)

Brand and Strategic Relationship Indicators:

• Executive-level relationship establishment (C-suite), Press/influencers in attendance 

• Press and Analyst articles/reviews

• Customer testimonials generated

• NPS score above 80 (remember, word of mouth from promoters is extremely valuable)

Success Strategies: The Tactical Playbook Outline 

It’s impossible to share all my knowledge with you in one post, but below is an overview of what you want to think about as you start building the strategy for your inaugural event.

Optimal Conference Length & Format

• Sweet Spot: 1 - 1.5 days maximum for inaugural conferences (keep in mind how much content you will need to fill up that many days, and effort/resources involved in each session). Best practice: Day 1 focuses on keynotes, product announcements, education and inspiration, Day 2 on hands-on workshops and networking, an Un-Conference, or an Executive Track. Avoid conference fatigue while maximizing value density.

• Content Framework: 70% customer-led or unconference content (case studies, panel discussions, peer learning), 20% company / product updates and roadmap sharing, 10% partner/sponsor/external content. Remember: Customers attend to learn from peers, not to be sold to. They want to see and learn from others like them, and care less about a paid speaker they could find on YouTube.

Sponsorship Strategy Without Soul-Selling

• Partner Integration: Limit sponsors to 3-5 strategic partners who genuinely add value to your customer experience. Think complementary partners who will attract your target audience and help drive registrations, not competitors.

• Revenue Realism: Sponsorships should cover 20 - 30% of costs maximum, focusing on value exchange rather than pure revenue generation. I.e. consider what else your sponsors offer you other than revenue: credibility, audience generation, content generation, for example.

• Sponsor Activation: Integrate sponsors into educational content or experiences rather than giving them isolated sales pitches and booths. I like strategically planning my food/beverage so that I offer about 50% of what I’m planning to sponsors as MPOs (i.e. coffee shop/break, branded coffee/tea stations, popcorn and gelato pop ups, smoothie bars, beer garden).

Ticket Pricing Psychology

In most cases, I wouldn’t recommend charging for your inaugural conference as driving attendance is one of the biggest challenges without additional cost as a hurdle. However, it CAN help you drive more qualified RSVP’s and also reduce attrition, but the key is a super strategic plan that’s thought out well in advance.

• Price Strategy: Charge enough to ensure commitment ($200-$500 for customers, $800+ for prospects) but not so much that it excludes smaller customers. Consider tiered pricing based on company size.

• Early Bird Advantage: Offer 30-40% early bird discounts to drive early commitment and help with planning logistics. Create urgency with limited early bird quantities offered ideally 6 months in advance.

• Customer Appreciation: Consider complimentary tickets for your top 10-20 customers as relationship investments, —perceived value matters, plus that will also ensure you have the right audience at your event (you can also leverage these champions for customer testimonials onsite and other opportunities).

• What’s the Draw: Make sure you market the ROI attendees will get for attending. It helps to lock in key speakers, sponsors and attendee company logos before marketing more broadly and have a clear value proposition. Another strategy is to create a letter to add to your website intended for people to use for approval to attend.

Attendance Optimization and Venue/Location

From venue size to attrition, attendance planning is another exercise in strategic planning. Below are a few key tips to keep in mind:

• Target Range: Aim for 100-300 attendees for your inaugural conference. Small enough for intimate networking, large enough for diverse perspectives and viable economics.

• Audience Mix: 70% existing customers, 20% qualified prospects, 10% partners and industry influencers. Maintain the customer-centric focus while creating networking value.

• Registration Strategy: Open registration 4-6 months before the event with a strong email campaign, personal outreach from customer success teams, and executive-level invitations for key accounts.

• Geographic Strategy: Choose a location within 1 hour drive for 60% of your customer base. Focus on cities/regions where the majority of your customers or target industry is located (and you may need to split the conference between two regions at smaller sizes)

• Venue Considerations: Hotels and conference centers offer turnkey convenience but lack personality. Unique venues (museums, historic buildings, corporate campuses) create memorable experiences that generate social sharing and lasting impressions, but be aware - they often require more cost to bring in infrastructure and outside catering/AV.

So…How Far in Advance Should We Start Planning?

That is the golden question. Gianna’s Gem: Do not attempt to host your own Customer Conference unless you have ample time for strategic planning, audience acquisition, and locking a venue. Here’s an example timeline:

• 6-12 Months Out: Secure venue, establish budget, and assemble planning team. Begin customer research on preferred topics and speakers. Secure hotel room blocks and negotiate group rates if needed.

• 6 Months Out: Secure keynote speakers, launch sponsorship outreach, and create preliminary agenda. Begin marketing content creation.

• 4-6 Months Out: Open registration, announce speaker lineup, and launch promotional campaigns. 

• 3 Months Out: Finalize logistics, conduct content read-throughs and send attendee communication sequences. 

• 1 Month Out: Shift focus to experience optimization, staff training, and contingency planning. Create detailed run-of-show documents and backup plans.

• 2 weeks - Pre-Cons, Rehearsals

Gianna’s Gem: Your inaugural customer conference is not a marketing event—it's a relationship investment that pays dividends in customer loyalty, product insights, and brand authority. Success isn't just measured in immediate revenue but in the strength of connections formed and the strategic intelligence gathered.

The companies that nail their first customer conference create an annual tradition that becomes a competitive moat. The ones that rush into it without proper preparation risk damaging the very relationships they're trying to strengthen.

Your customers are ready to celebrate your shared success—make sure you're ready to host them properly.

What's your biggest concern about planning your first customer conference? The logistics, the budget, or the customer expectations? Send me a note or reach out for a strategy session.

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

I attended an event at The Battery last month featuring Dr. Ishan Shivanand, born a monk and now an author, doctor and a globally recognized expert in mental health and meditation. He was extremely captivating, moving, witty, and moved me so much, I had him sign my book and have started attending his nightly meditation sessions, even sharing a couple with my son. If you’re interested in his book, The Practice of Immortality, a Monk’s Guide toDiscovering Your Unlimited Potential for Health, Happiness, and Positivity, I highly recommend it. You can learn more at Yoga Of Immortals. He also hosts a nightly ten-minute meditation (the next one starts on June 22nd). Reach out if you’d like me to share the link or put you in touch.

XX,

Gianna

P.S. Want to pick my brain? 

Book me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Trust - The Foundational Key to Success in Events (and Life)

Hi there!

Let's talk about trust. It's the invisible currency that makes the world go round, the secret sauce that transforms ordinary partnerships into extraordinary collaborations, and what separates the amateurs from the pros in every single industry.

Trust isn't just a nice-to-have – it's the non-negotiable foundation upon which every successful relationship is built. Whether we're talking brands and customers, agencies and corporate partners, event teams, families and friends, or that most important relationship of all (the one with yourself), trust is your golden ticket to a life of seamless success.

Your executives need to trust that you’re guiding them in the program’s best interest without micromanaging and making decisions by committee. Your team needs to trust you’re their “shit umbrella” and have their back so they can keep focused on their respective roles and responsibilities. And you? You need to trust that everyone will deliver on their role so the whole event comes together beautifully, overseeing things as a leader and inspiring people to come together operating as #OneTeam with a shared goal.

I’m just coming off a beautiful milestone birthday celebration where my client trusted me so much that they didn’t even request a week-of meeting or event day walkthrough. I had provided them consistent updates, handled all of their guest communication while they enjoyed a month-long vacation the month before their big bash,. They were so relaxed on the day of the event, they arrived later than planned since they were relaxing at home watching tennis in the morning trusting that I had everything covered!

I understood their goals, their budget, and what they hoped to get out of the event, and they told me they loved how I made it simple for them to make decisions. They never second-guessed my recommendations, and the result? A flawless celebration that looked like it belonged in a magazine with the client overjoyed, guests raving about the seamless experience, and my team and vendors all one-team working together in harmony with smiles on our faces since we could all do our jobs (well) and deliver joy.

This is why I start every pre-con (pre-conference) with a compliment to the team involved, and appreciation for everyone’s efforts, why I ask what’s keeping everyone up at night, and then resolve it in advance so we enter the event feeling secure, confident, and ready to be able to “add magic” rather than fight fires.

An example from this past weekend? I was so relaxed at our seamless registration desk, that when a guest told me she’d forgotten her lipstick and couldn’t find a store in the small town of Yountville that sold it, I told her not to fear. I pulled up Doordash on my phone, asked for her color preferences, and had two colors of lipstick delivered to the front desk within the hour. I even covered the cost for her so she wouldn’t have to bother with that. She was so thrilled, she kept telling me it was the most magical thing that had happened to her that day. When everyone is working in harmony, the team has the mind space and desire to go above and beyond, and create magic. A far cry from how a team operates under stress with no room to say “yes” to additional requests or think creatively and with a kind, giving mindset.

Compare this to events where trust is lacking – where vendors are constantly questioned, where team members hide information, where everyone's covering their own backs instead of working toward the shared vision. Those events feel tense, disjointed, and frankly, exhausting for everyone involved.

Gianna’s Gem: Planning events without trust is like conducting an orchestra where nobody can see the conductor.  It's pure chaos!

Why Brands Must Earn Customer Trust (And Keep It Sacred)

Picture this: You walk into your favorite boutique, and without even looking at price tags, you know everything you pick up will be worth every penny. That's trust. When customers trust your brand, they become more than buyers – they become believers, advocates, your personal cheerleading squad.

Take Patagonia, for instance. They've built such unwavering trust by consistently delivering on their environmental promises that customers will literally tattoo their logo on their bodies. When Patagonia says "Don't buy this jacket" in an ad promoting sustainability, people trust that they mean it – and ironically, it makes them want to buy it even more.

Or consider how Glossier built an empire by trusting their customers to be part of the conversation. They didn't just sell beauty products; they created a community where every customer felt heard, valued, and trusted to shape the brand's future.

When trust exists between brand and customer, magic happens. Customer acquisition costs plummet because word-of-mouth becomes your best marketing channel. Retention skyrockets because people stick with brands they trust. And here's the kicker – trusted brands can charge premium prices because customers know they're getting premium value.

The Agency-Corporate Dance: Trust Goes Both Ways

Now, since this newsletter caters to event and business professionals, let's talk about the beautiful dance between agencies and their corporate partners. These relationships bloom when trust is present, and I've watched it crash and burn spectacularly when it's not. And while trust takes weeks…months…years to earn, it can be lost forever in one minute.

When an agency trusts their corporate client, they bring their A-game creativity without fear. They pitch bold, innovative ideas because they know their partner will give them fair consideration. They show up, go above and beyond and even flex on things like pricing and timelines because they want the client to win. They feel skin in the game as a trusted partner. Meanwhile, when corporations trust their agency, they give them the creative freedom to work magic instead of micromanaging every pixel and comma, and they hire them without a lengthy RFP process because they know the agency will deliver.

I typically give agencies the trust to give a creative pitch their all without micromanaging the process and putting too many constraints on them. For a recent program, I gave my agency complete creative control for an experiential activation. The result? A 40% increase in social impressions. Why? Because trust allowed the agency to take calculated risks that a fear-based relationship never could have supported.

On the flip side, I've witnessed agencies bend over backwards for corporate clients who questioned every decision, demanded endless revisions, and never quite believed in the expertise they were paying for. The result was always the same: diminished morale, mediocre work, unachievable timelines, budget overage, and everyone walking away frustrated and never wanting to work together again.

The Most Important Relationship: Trusting Yourself

There’s one relationship that I’ve only really started to excel at with age (I’m no spring chicken!) and that’s self trust. None of this external trust matters if you don't trust yourself first. And I'm talking about really trusting yourself, especially when it comes to listening to your body, tuning into how you feel around people, in your gut, and trusting your intuition. (ps, meditating helps hone this intuition!)

Your body is your most honest advisor. When you walk into a meeting and your stomach tightens, that's your body saying "pay attention." When you feel energized after a phone call with a potential client or collaborator, that's your body giving you the green light. When you're pushing through exhaustion or sickness instead of resting, and rewarded it for it by your clients, that's your body begging you to trust its wisdom.

I learned this lesson the hard way when I ignored my body's signals during a particularly intense event. I was running on fumes, working despite a 103 fever, and telling myself I'd rest "after this project." My body was practically screaming for me to slow down, but I didn't trust what it was telling me. The result? I ended up recovering for two weeks, missing an important social event I was looking forward to. Now I trust my body like I trust my best friend – because that's exactly what it is. When it says I need a chamomile tea instead of another espresso, I listen. When it says this client meeting feels off, I pay attention. When it says I need to meditate rather than doing a HIIT workout, I honor that wisdom. And it’s had a 100% success rate for me. Trust the body.

The Time, Money, and Seamlessness Factor

Working with people you trust isn't just emotionally satisfying – it's financially brilliant. Trust eliminates the need for excessive RFPs and iterations, check-ins, and protective measures that eat up time and resources.

When you trust your team, you spend less time on status meetings and more time creating and celebrating. When your clients trust you, they approve concepts faster instead of requesting endless revisions. When vendors trust each other, projects flow like silk instead of grinding to a halt over miscommunications.

I once calculated that working with trusted partners cut project timelines by an average of 30% compared to working with new or unreliable vendors. That's not just efficiency – that's pure profit, darling.

When Trust is Broken: The Road to Redemption

We’ve all had it happen– sometimes trust breaks. Maybe a vendor doesn't deliver as promised. Maybe a client changes the scope without adjusting the budget. Maybe you hear someone talking negatively about a person they pretend to be friendly with in group settings.

Broken trust isn't the end of the world, but it is a crossroads. You can either let it destroy the relationship, or you can use it as an opportunity to build something even stronger.

The key is radical honesty and swift action. Acknowledge what doesn’t feel right without making excuses. Take full responsibility for your part. Communicate clearly about how you'll prevent it from happening again. And then – this is crucial – follow through on every single promise you make during the rebuilding process.

And if the other party isn’t willing to own up and take ameliorative action, know when to walk away. Life is too short to engage in relationships that aren’t productive and built on a foundation of trust.

Trusting the Process and the Universe

Finally, there's the ultimate trust exercise: trusting the process and the universe itself.

This means trusting that the right opportunities will present themselves at the right time. It means trusting that setbacks are setups for comebacks. It means trusting that you don't have to control every variable to create something magnificent.

When you trust the process, you stop forcing outcomes and start allowing them. You pitch for your dream client and trust that if it's meant to be, it will be – and if it's not, something better is coming. You launch your passion project and trust that the right people will find it. You take calculated risks and trust that your skills and intuition will guide you to success.

Trusting the universe doesn't mean being passive – it means being actively aligned with your values, your vision, and your inner wisdom while staying open to possibilities you might not have imagined.

The Trust Imperative

At the end of the day, trust is everything. It's the difference between transactions and relationships, between surviving and thriving, between working harder and working smarter.

In your business relationships, be trustworthy first. Show up consistently, communicate clearly, and deliver on your promises. The trust you build today becomes the foundation for tomorrow's opportunities.

In your personal relationship with yourself, listen to what your body and intuition are telling you. They've never steered you wrong – you've just forgotten how to trust their guidance.

And in your relationship with life itself, trust that you're exactly where you need to be, learning exactly what you need to learn, becoming exactly who you're meant to become.

Because here's the ultimate truth: when you operate from a place of trust – in others, in yourself, and in the process – you don't just succeed. You soar.

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

Agency I trust and Love: One of my favorite experiential agencies, MAS, has been an agency partner to me for over a decade supporting me with Google’s Think Events, where they supported me in building a custom app (that actually won an award for best B2B event app), Executive Summits, and even Google Cloud Next, plus supporters me with the most prestigious events for SoftBank, and now Developer Events at Windsurf. Most importantly, they are not only extremely talented tastemakers, but they’re so consistently good at what they do that I often find they’ve answered my questions before I even need to ask them. And…I genuinely enjoy hanging out with them as people, as an extension of my own team.

In their own words, “At MAS, we create moments that move people, shift perception, and spark lasting connection. It’s not about one-off moments, it’s about earning a place in your audience’s story. Brands trust us to lead with heart and imagination and we deliver more than engagement...we deliver impact. Because when people feel seen and valued, trust follows, and that’s where real brand love begins”. If you’d like an introduction, please reach out to me as I can’t rave highly enough about them as partners.

XX,

Gianna

P.S. Want to pick my brain? 

Book me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Gianna's Gem: Seven Sacred Types of Rest and Why YOU & Attendees Need Them (Copy)

rust: The Golden Thread That Weaves Success

A Gianna's Gem on the Foundation of All Great Relationships

Let's talk about something that's more precious than any diamond– trust. It's the invisible currency that makes the world go round, the secret sauce that transforms ordinary partnerships into extraordinary collaborations, and what separates the amateurs from the pros in every single industry.

Trust isn't just a nice-to-have – it's the non-negotiable foundation upon which every successful relationship is built. Whether we're talking brands and customers, agencies and corporate partners, event teams, families and friends, or that most important relationship of all (the one with yourself), trust is your golden ticket to a life of seamless success.

Why Brands Must Earn Customer Trust (And Keep It Sacred)

Picture this: You walk into your favorite boutique, and without even looking at price tags, you know everything you pick up will be worth every penny. That's trust. When customers trust your brand, they become more than buyers – they become believers, advocates, your personal cheerleading squad.

Take Patagonia, for instance. They've built such unwavering trust by consistently delivering on their environmental promises that customers will literally tattoo their logo on their bodies. When Patagonia says "Don't buy this jacket" in an ad promoting sustainability, people trust that they mean it – and ironically, it makes them want to buy it even more.

Or consider how Glossier built an empire by trusting their customers to be part of the conversation. They didn't just sell beauty products; they created a community where every customer felt heard, valued, and trusted to shape the brand's future.

When trust exists between brand and customer, magic happens. Customer acquisition costs plummet because word-of-mouth becomes your best marketing channel. Retention skyrockets because people stick with brands they trust. And here's the kicker – trusted brands can charge premium prices because customers know they're getting premium value.

The Agency-Corporate Dance: Trust Goes Both Ways

Now, since this newsletter caters to event and business professionals, let's talk about the beautiful dance between agencies and their corporate partners. These relationships bloom when trust is present, and I've watched it crash and burn spectacularly when it's not. And while trust takes weeks…months…years to earn, it can be lost forever in one minute.

When an agency trusts their corporate client, they bring their A-game creativity without fear. They pitch bold, innovative ideas because they know their partner will give them fair consideration. They show up, go above and beyond and even flex on things like pricing and timelines because they want the client to win. They feel skin in the game as a trusted partner. Meanwhile, when corporations trust their agency, they give them the creative freedom to work magic instead of micromanaging every pixel and comma, and they hire them without a lengthy RFP process because they know the agency will deliver.

I typically give agencies the trust to give a creative pitch their all without micromanaging the process and putting too many constraints on them. For a recent program, I gave my agency complete creative control for an experiential activation. The result? A 40% increase in social impressions. Why? Because trust allowed the agency to take calculated risks that a fear-based relationship never could have supported.

On the flip side, I've witnessed agencies bend over backwards for corporate clients who questioned every decision, demanded endless revisions, and never quite believed in the expertise they were paying for. The result was always the same: diminished morale, mediocre work, unachievable timelines, budget overage, and everyone walking away frustrated and never wanting to work together again.

Even more shocking…I heard from one of my very favorite agencies recently that a client of theirs at a top brand had gone into a budget (in a collaborative Google sheet) and altered the numbers and then blamed the agency for going over budget. The agency was understandably burned, and as a result now locks down all of their Google sheets. I was appalled to hear this, but secretly proud of the agency for canceling their client, even though the client was a big brand name and one of their original successes. And you know what - by clearing space for new business, the agency landed my business for an impressive brand, and another top AI company’s business that will be arguably a better fit for them in the long run.

Event Teams: The Trust Orchestra

Planning events without trust is like conducting an orchestra where nobody can see the conductor.  It's pure chaos!

In event planning, trust isn't just nice – it's a must havel. Your executives need ot trust that the team is guiding them in the program’s best interest and trust the process without micromanaging it or trying to make decisions by committee. Your team needs ot trust you’re their “shit umbrella” and have their back so they can keep focused on their respective roles and responsibilities. And you? You need to trust that everyone will deliver their piece of the puzzle so the whole picture comes together beautifully, overseeing things as a leader but leading by inspiring people to come together operating as #OneTeam with a shared goal rather than through fear with people ready to blame others for any misstep.

I’m just coming off a beautiful milestone birthday celebration where my client trusted my team and I so much they didn’t even request a week-of meeting or event day walkthrough. They showed up, knew I had everything more than covered, and trusted me completely. They never never hovered, second-guessed, or changed their minds seventeen times. And you know what? The result was a flawless celebration that looked like it belonged in a magazine with the client overjoyed, present and able to relax and enjoy every moment. Compare that to events where trust is lacking – where vendors are constantly questioned, where team members hide information, where everyone's covering their own backs instead of working toward the shared vision. Those events feel tense, disjointed, and frankly, exhausting for everyone involved. And…they usually end up failing!

This is why I start every pre-con (pre-conference) with a compliment to the team involved, why I make sure to triple check what’s keeping everyone up at night, from my client to every team member and vendor, and make sure they all know we are going into the event feeling secure, confident, and aligned, and that they all know how much I appreciate them and am there to be their fearless and supportive leader.

The Most Important Relationship: Trusting Yourself

There’s one relationship that I’ve only really started to excel at with age (I’m no spring chicken!) and that’s self trust. None of this external trust matters if you don't trust yourself first. And I'm talking about really trusting yourself, especially when it comes to listening to your body, tuning into how you feel around people, in your gut, and trusting your intuition. (ps, meditating helps hone this intuition!)

Your body is your most honest advisor. When you walk into a meeting and your stomach tightens, that's your body saying "pay attention." When you feel energized after a phone call with a potential client or collaborator, that's your body giving you the green light. When you're pushing through exhaustion or sickness instead of resting, and rewarded it for it by your clients, that's your body begging you to trust its wisdom.

I learned this lesson the hard way when I ignored my body's signals during a particularly intense event. I was running on fumes, working despite a 103 fever, and telling myself I'd rest "after this project." My body was practically screaming for me to slow down, but I didn't trust what it was telling me. The result? I ended up recovering for two weeks, missing an important social event I was looking forward to, and the reward from the client…nada! They moved on with little appreciation for the dedication…

Now I trust my body like I trust my best friend – because that's exactly what it is. When it says I need a chamomile tea instead of another espresso, I listen. When it says this client meeting feels off, I pay attention. When it says I need to meditate rather than doing a HIIT workout, I honor that wisdom. And it’s had a 100% success rate for me. Trust the body.

The Time, Money, and Seamlessness Factor

Working with people you trust isn't just emotionally satisfying – it's financially brilliant. Trust eliminates the need for excessive RFPs and iterations, check-ins, and protective measures that eat up time and resources.

When you trust your team, you spend less time on status meetings and more time creating and celebrtaing. When your clients trust you, they approve concepts faster instead of requesting endless revisions. When vendors trust each other, projects flow like silk instead of grinding to a halt over miscommunications.

I once calculated that working with trusted partners cut project timelines by an average of 30% compared to working with new or unreliable vendors. That's not just efficiency – that's pure profit, darling.

When Trust is Broken: The Road to Redemption

We’ve all had it happen– sometimes trust breaks. Maybe a vendor doesn't deliver as promised. Maybe a client changes the scope without adjusting the budget. Maybe you hear someone talking negatively about a person they pretend to be friendly with in group settings.

Broken trust isn't the end of the world, but it is a crossroads. You can either let it destroy the relationship, or you can use it as an opportunity to build something even stronger.

The key is radical honesty and swift action. Acknowledge what doesn’t feel right without making excuses. Take full responsibility for your part. Communicate clearly about how you'll prevent it from happening again. And then – this is crucial – follow through on every single promise you make during the rebuilding process.

And if the other party isn’t willing to own up and take ameliorative action, know when to walk away. Life is too short to engage in relationships that aren’t productive and built on a foundation of trust.

Trusting the Process and the Universe

Finally, there's the ultimate trust exercise: trusting the process and the universe itself.

This means trusting that the right opportunities will present themselves at the right time. It means trusting that setbacks are setups for comebacks. It means trusting that you don't have to control every variable to create something magnificent.

When you trust the process, you stop forcing outcomes and start allowing them. You pitch for your dream client and trust that if it's meant to be, it will be – and if it's not, something better is coming. You launch your passion project and trust that the right people will find it. You take calculated risks and trust that your skills and intuition will guide you to success.

Trusting the universe doesn't mean being passive – it means being actively aligned with your values, your vision, and your inner wisdom while staying open to possibilities you might not have imagined.

The Trust Imperative

At the end of the day, trust is everything. It's the difference between transactions and relationships, between surviving and thriving, between working harder and working smarter.

In your business relationships, be trustworthy first. Show up consistently, communicate clearly, and deliver on your promises. The trust you build today becomes the foundation for tomorrow's opportunities.

In your personal relationship with yourself, listen to what your body and intuition are telling you. They've never steered you wrong – you've just forgotten how to trust their guidance.

And in your relationship with life itself, trust that you're exactly where you need to be, learning exactly what you need to learn, becoming exactly who you're meant to become.

Because here's the ultimate truth: when you operate from a place of trust – in others, in yourself, and in the process – you don't just succeed. You soar.

XX,

Gianna

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

Need to pick my brain? Book me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Gianna's Gem: Seven Sacred Types of Rest and Why YOU & Attendees Need Them

Hi there,

Last week, I found myself completely exhausted after what should have been an energizing high profile event. A-List celebrities, engaged VIP attendees, flawless execution in a magical setting—yet I felt utterly drained after the event wrapped. Sound familiar?

Fortunately, this wasn’t the first time I’ve experienced the post-event “partum”, and remembered Dr. Saundra Dalton-Smith's revolutionary insight that “we're not just tired from lack of sleep…we're suffering from a rest deficit across seven distinct areas of our lives”. For this week’s Gianna’s Gem, I wanted to share these insights with you, in hopes it will reach you right as you need it most.

This insight completely revolutionized how I approach event design as well. Because here's what I discovered: when we understand the seven types of rest our attendees desperately need, we can create experiences that don't just inform or entertain—they genuinely restore and rejuvenate.

The Seven Sacred Types of Rest (And Why We're Getting It All Wrong)

Physical Rest isn't just about sleep. Yes, we need those precious 7-9 hours, but we also need active physical rest—gentle stretching, mindful breathing, meditation to destress the mind, and restorative movement that releases the tension we carry in our bodies.

I used to think a successful event meant keeping people engaged every single minute. Now? I intentionally build in what I call "restore and rejuvenate breaks." At a recent leadership retreat, instead of cramming in another speaker or expedition, we had a certified breathing guru lead a 10-minute gentle belly breathing session where attendees could snuggle up in comfortable rest pods, and allow their bodies to regulate and restore. The energy shift was palpable—shoulders dropped, breathing deepened, and the afternoon sessions had noticeably higher engagement and smiling, relaxed attendees.

Mental Rest is about giving our overworked minds permission to stop processing, analyzing, and problem-solving. Our brains are like smartphones constantly running apps in the background—eventually, we need to restart so they don’t crash.

Event magic happens when you create mental spaciousness. At Google events, I started scheduling what we called "wandering time" through a “Google sandbox” —short breaks where attendees could explore interactive installations without any agenda or pressure to network. No structured activities, no objectives—just permission to let their minds wander, to get inspired, and enjoy beauty and art mixed with creative technology. The feedback was incredible: "I had my best ideas during those quiet moments” which led to better networking and engagement in the subsequent sessions.

Emotional Rest means creating safe spaces where people can authentically be themselves without performing, pleasing, or managing others' emotions. It's the relief of dropping the mask we wear to navigate social and professional situations.

I love incorporating "share circles" into events—small groups of 4-12 people where participants share one genuine challenge they're facing, without advice-giving or problem-solving. Just witnessing and being witnessed. The vulnerability and connection that emerges creates a foundation of trust that transforms the entire event experience.

Spiritual Rest isn't necessarily religious—it's about connecting to something larger than ourselves, finding meaning and purpose beyond the daily grind. It's about remembering why we do what we do. For me, I find it in nature, especially when witnessing a sunset, a perfectly unfolding flower, or redwood trees that have lived for hundreds of years and risen from nothing to huge beautiful living things.

For corporate events, I try to find ways to incorporate aspects that will inspire “curiosity or awe”, be it a startlingly beautiful musical composition, art installation, nature walk, or group challenge that raises endorphins. At leadership offsites, I sometimes build in a "purpose pause"—a moment where we connect the work being discussed to its deeper impact. At a recent tech conference, instead of diving straight into product features, we began with a video montage of customers sharing how the technology had genuinely improved their lives and their communities. 

Social Rest is the difference between energy-draining interactions and energy-giving ones. It's about curating relationships and social experiences that restore rather than deplete us. I have a journal topic that prompts me to “what did I do to give back or help someone today”. This simple practice energizes me as much as it prompts me to remember to give (even a compliment or outreach to a friend who I know could use it) even when I feel most depleted. My theory is this signals to your brain that you have abundance (of time, energy, resources) which actually recharges me.

Not all networking is created equal. Consider designing "meaningful connection opportunities” instead of traditional networking sessions. Think small groups organized around shared interests or challenges, with conversation starters that go beyond "What do you do?" Questions like "What are you most excited about right now?" or "What's one thing you've learned recently?" create connections that energize rather than exhaust.

Sensory Rest is about giving our overstimulated senses a break from the constant input of lights, sounds, textures, and digital stimulation that bombard us daily. Try meditation for starters - it is an incredible way to pause and reset your nervous system so you can clear the chaos and instantly feel rejuvenated and more insightful and focused. I didn’t believe it until I tried it, and it works.

Most events are sensory assault courses—bright lights, loud music, constant chatter, overwhelming visuals and sponsors nagging you to check out their swag. I've started creating "sensory sanctuaries"—quiet spaces with soft lighting, natural textures, perhaps the gentle sound of water or instrumental music. Similarly, I try to offer different areas for watching the keynote - ancillary viewing theaters in “living room” style lounges for those who need less stimulation and the ability to feel relaxed while viewing so much intense content.

Creative Rest involves experiencing beauty and wonder without the pressure to produce or perform. It's about consuming rather than creating, appreciating rather than analyzing. More and more difficult in today’s world when if we didn’t post it on Instagram, did it exist?

I'll never forget a marketing leadership event where, instead of another case study presentation, I took everyone to a private art collection for a tour. No discussion questions, no takeaways to identify—just permission to let beauty and inspiration wash over them. Afterwards at lunch, I broke the ice by asking everyone which piece of art they appreciated most and why. It was a really authentic way of understanding what moved people and why and led to a really deep connection with our leadership team before we dug into annual planning.

How to Recognize Your Rest Deficit (The Symptoms We Ignore)

We've become so normalized to exhaustion that we've forgotten what genuine energy feels like. Here are the signs I've learned to watch for in myself and my event participants:

• Physical Rest Deficit: You're tired even after sleeping, experience frequent headaches or muscle tension, or find yourself reaching for caffeine constantly.

• Mental Rest Deficit: You can't turn off your thoughts at night, feel overwhelmed by simple decisions, or find your mind constantly racing even during relaxation attempts.

• Emotional Rest Deficit: You feel like you're always "on," performing for others, or you're irritable and reactive in situations that normally wouldn't bother you.

• Spiritual Rest Deficit: Work feels meaningless, you've lost connection to your values, or you're going through the motions without passion or purpose.

• Social Rest Deficit: Social interactions feel exhausting rather than energizing, you're avoiding social situations, or you feel lonely even when surrounded by people.

• Sensory Rest Deficit: You're easily overwhelmed by noise or crowds, crave quiet spaces, or feel constantly stimulated without relief.

• Creative Rest Deficit: Everything feels mundane, you've lost appreciation for beauty, or you feel blocked and uninspired in areas where you used to feel creative flow.

Building Rest into Your Events - The Game-Changing Implementation

The magic happens when we intentionally design rest into our events rather than treating it as dead time between "real" content. Here's how I've transformed my approach:

Create Rest Stations: Designate specific areas for different types of rest. A quiet corner with comfortable seating for mental rest, a movement space for physical rest, a beauty installation for creative rest. At a recent corporate retreat, we set up seven different rest stations throughout the venue. Participants naturally gravitated to what they needed most, and the energy remained high throughout the entire three-day program.

Schedule Sacred Pauses: Build rest directly into your agenda. Not just coffee breaks, but intentional rest moments. "We're going to take 10 minutes for mental rest—feel free to step outside, find a quiet corner, or simply sit with your eyes closed." Permission to rest transforms guilt into gratitude.

Design Transitions That Restore: Instead of rushing from session to session, create transitions that naturally provide different types of rest. A walking meditation between indoor sessions provides physical and mental rest. A gratitude circle before lunch offers emotional and spiritual rest. A prompt for attendees to “check and charge” their phones during meals can help them and also encourage them to connect rather than drain their energy.

Offer Choice and Flexibility: Not everyone needs the same type of rest at the same time. Provide options during break periods—a movement class for physical rest, a meditation corner for mental rest, small discussion groups for social rest, or a quiet gallery walk for creative and sensory rest.

End Events with Restoration: Instead of the typical rushed goodbye, create closing experiences that send people home truly renewed. I've started ending events with what I call "integration circles"—small groups where participants share one insight they want to carry forward and one thing they're grateful for from the experience. I’ve also asked attendees to write down one reminder they’d like us to mail them six months from now (and we do it!)

The Ripple Effect of Restorative Events

When we design events that truly restore attendees, remarkable things happen:

• Higher Engagement: Rested brains are creative brains. People participate more fully when they're not running on empty.

• Better Retention: Information integrates more deeply when the mind has space to process rather than constantly consuming new input.

• Genuine Connection: When people feel restored rather than depleted, they show up more authentically in interactions with others.

• Positive Word-of-Mouth: Attendees don't just remember your content—they remember how they felt. Events that restore create raving fans.

• Sustainable Impact: Instead of the typical post-event crash, participants maintain energy and enthusiasm for implementing what they've learned.

Your Rest Challenge

The most powerful feedback I've received wasn't about our keynote speaker or gourmet meals. It was from an executive who wrote: "For the first time in months, I left a conference feeling more energized than when I arrived. I didn't know that was possible."

That's the ultimate power of understanding rest. It transforms events from energy-draining obligations into energy-giving experiences that people actively seek out for metamorphosis and catharsis.

Start small. At your next meeting or event, ask yourself: "What type of rest might my attendees need most right now?" Then build in one intentional rest moment. Watch what happens.

Remember, in a world that's constantly demanding more—more productivity, more engagement, more everything—offering genuine rest isn't just nice to have, it's revolutionary. It's how we create experiences that don't just inform or entertain, but truly transform.

Your attendees are tired. Not just sleepy—soul tired. When you become the person who offers them genuine restoration, you don't just plan events, you create sanctuaries.

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

Outstanding Brand Activation: I absolutely loved the playful brand activation my client, Windsurf, pulled off last Sunday as the official sponsor of Bay 2 Breakers 2025 in San Francisco. Highlights included Flow Mile, a length of the course from Alamo Square to the Panhandle, that was decked out with Windsurf flags, tents, sails, surfboards and massive rubber ducks, where runners ran through bubbles and took pictures with the ducks, Windsurf leadership participating and clad in rubber ducky costumes. The experience and delight that it created reminded me fondly of my early days at Google where we always created a playful, quirky brand vibe at our events that embodied the startup-culture of Silicon Valley. As a distance runner and long time SF resident, it held a special place in my heart to see the fans engaged with Windsurf. You can read more and check out photos here.

keep shining (and resting),

Gianna

P.S. Want to pick my brain? 

Book me here 👉 intro.co/giannagaudini (check out the feedback from others who have worked with me as well in the reviews!)

Gianna’s Gems How Can I Make This Moment More Magical? - The Question That Transforms Everything

Hi there,

Sorry for the brief hiatus…I’ve been BUSY…making magic. While some of it is confidential, I do want to carry that theme into this week’s Gem since it’s become a part of my daily routine to ask this magical question.

When Will Smith shared his philosophy of asking "How can I make this moment more magical?" it struck me like lightning. While I've only recently begun applying this question to my daily life, I realized I've instinctively used this approach in my event planning for years using different phrases to capture it: pain point-elimination, surprise and delight ,making the ordinary extraordinary…This question isn't just about adding sparkle, even though I love sparkle—it's about intentional presence and the commitment to elevating every experience from ordinary to extraordinary. It's about seeing potential for delight in every interaction.

The Magic Multiplier in Daily Life

When I began consciously asking myself this question throughout my day, the transformation was immediate. My morning coffee ritual went from functional caffeine delivery to a moment of mindful appreciation. I started using my favorite grandmother's china cup instead of a travel mug to remind me of her legacy, playing my favorite jazz pieces when I had a 5 minute break instead of rushing to cram in more email responses, even thinking about how I could amplify joy and delight in the the little amount of time I get to spend with my eight year old son each day.

The magic happens in these small choices:

Instead of texting a quick "happy birthday," I now send voice messages with a funny story I shared with this person in my life, or perhaps I send them a handwritten note or bouquet if I know they’d appreciate it, which leads to laughter, joy (as much for me as them), and deeper connection with the appreciation and positive memories which actually increase hormones serotonin and oxytocin in our brains. Call it selfish altruism, but it does make the world a better and more enjoyable place in which to exist!

Rather than standard dinner conversations about "how was your day," I've started asking questions like "what surprised you today?" or "what made you smile?" I took it a step further and rather than peppering my son with questions, encouraged each family member to take turns asking a question which actually empowered my son to ask questions to mu husband and I that were thought provoking and also helpful to give us perspective on what kinds of things an eight year old wants to know. Similarly, I bring out kid-themed conversation cards whenever my son has friends over for dinner. The boys love reading and answering the questions (and picking them at random). The stories that emerge from authentic interactions like this create intimacy that might otherwise remain buried beneath routine.

I turn things I have to do into things that bring joy both for myself and to others. For example, I love a “gratitude run”. I start off by running and for the full length of the first son gon my playlist, I run through everything I’m grateful for. By that point, I’m grinning, which leads me to the next part of my run which is I intentionally lock eyes and smile at everyone I pass on the street or trail. There’s a scientific fact called “mirror neurons” which cause people to “mirror” the energy and facial expression/body language of those they see, so I inevitably get people smiling. Sometimes, if running with my son, we count how many people we can get to smile during our run. It’s such a beautiful way to make the run pass quickly, improve our mood, and hopefully give someone else a positive start to their morning.

Event Magic: Creating Unforgettable Experiences

This question becomes extremely powerful when applied to events and experiences - look no further than Disney. As event professionals, we're not just logistics coordinators—we're memory architects creating metamorphosis and catharsis for those who attend our events. That’s powerful..

The Attendee Journey Transformation

Gianna’s Gem: Think about approaching every touchpoint with the question: "How can I make this moment more magical?"

Registration becomes recognition. Having staff greet attendees by name the moment they approach the check-in desk (like The Battery private club or Four Seasons Hotel staff masterfully do) immediately signals they matter. I've seen shoulders physically relax and smile when someone says, "Ms. Rodriguez! We've been looking forward to meeting you."

Transitions become experiences. Instead of allowing guests to simply move from one session to another, create hallway interactions that surprise and delight and tie into the theme of the content. Example - Google built a Gemini-Ai powered photo booth for attendees to visit at Google next right after hearing about it in the Keynote. Back when I worked at Google and the very first self driving cars were in beta pre-Waymo, we would hide golden tickets under the general session seats and those lucky attendees got to take test drives of the car during the lunch hour.

Waiting becomes worthwhile. Line-ups are inevitable, but they needn't be empty time. Here are some easy, budget-friendly examples:

• At a financial services event, we placed QR codes on floor decals that led to one-minute investment tips, making the queue both educational and entertaining. 

• For keynotes, I always plan an interactive pre-show with trivia, interactive or virtual reality games, or if an internal event, photos of the evening before to entertain people as they wait for the room to fill. 

• For long sessions, I sometimes leave waters or snacks under people’s seats so they don’t feel the need to get up and leave the room mid-session.

• At Google, I turned a large event for tens of thousands of employees into an opportunity to create a world record for “the largest yoga session” by having a yoga instructor lead the keynote room in some standing poses before the content began. 

• Have renowned speakers at your event? Create a “library” stocked with their books where attendees can pick them up for free after the event (and as a surprise, some have autographs)

• Departures become memorable closings. Instead of the standard "thank you for coming" email, we've created personalized video compilations showing each attendee participating throughout the event, delivered within 24 hours of the event's conclusion. 

• For a whole chapter on these surprise and delight examples, check out my book: The Art of Event Planning or podcasts: GiannaGaudini.com/press.

The Ripple Effect of Magic-Making

The impact of this approach extends far beyond the moment itself.

For you personally, consistently asking "how can I make this moment more magical?" rewires your brain to spot opportunities for joy and connection. You become a magician of the everyday—finding enchantment where others see routine.

For event attendees, the effect is profound. When people feel seen and delighted, they don't just remember the content of your event—they remember how you made them feel. This emotional connection creates advocates, not just attendees. They share their experiences organically because remarkable moments demand to be relived.

For event organizers, the benefits multiply:

• Unparalleled word-of-mouth marketing – People can't help but talk about magical experiences

• Higher return attendance – Memories of magic create powerful FOMO for future events

• Stronger participant engagement and retention – Attendees who feel special actively participate more fully and are more likely to attend your future events

• Increased perceived value – Magic-infused experiences justify premium pricing

• Brand differentiation – In a crowded market, being the "magical" choice sets you apart

Making Magic a Method

The beauty of this approach is that it doesn't require massive budgets—it requires intentionality. Some of the most magical moments I've created or experienced came from thoughtfulness rather than expenditure.

Start by mapping your attendee journey or your daily routine. At each touchpoint, pause and sincerely ask, "How can I make this moment more magical?" Listen to the answers that arise. Test one small magic-making idea tomorrow.

Remember that magic-making isn't about perfection—it's about presence and possibility. It's about refusing to accept that any moment must be merely functional when it could instead be memorable.

The most powerful event feedback I ever received wasn't about the celebrity speaker or the gourmet food. It was from an attendee who wrote: "For three days, I felt completely seen. Every detail made me feel like someone had thoughtfully considered how to make my experience special. I've never forgotten it."

That's the ultimate power of asking "How can I make this moment more magical?" It creates memories that linger long after the moment has passed.

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

Balloon Museum - Art You Can Experience: I took my family to a very magical experience in San Francisco a few weeks ago. Given the amount of questions about where this magical place was, sent to me from my instagram posts, I wanted to feature it here. The Balloon Museum is such a brilliant concept - it takes world class art that is interactive and all themed around air/balloons. In their words: they are committed to the work of emotions, transforming artworks into mirrors to explore the profound relationship between art and emotions, action, and reaction. This is manifested tangibly through Inflatable Art, which offers itself as a medium to express the most intimate nuances of human feelings. Through a mix of interactive installations, emotional projections, and performance art, EmotionAir aims to transport visitors on an unprecedented sensory journey.Lucky for me, it’s currently at The Palace of Fine Arts, right in my marina backyard, but for those of you visiting SF over the coming weeks/months, I’d rate this a 10/10 on the must do list (buy your tickets in advance though as there’s always a line!)

Gianna's Gems is a weekly exploration of ideas that transform the ordinary into the extraordinary. If you found this valuable, please share it with a fellow magic-maker, and subscribe for more inspiration delivered directly to your inbox.

Book a 1:1: intro.co/GiannaGaudini

Gianna’s Gems The 80/20 Rule: Unlock Maximum Results with Minimum Effort

Hi there! 

I was having a conversation last week with an agency who told me they had started saying “no” to one of their top client’s business because they needed to make room for new opportunities.  I LOVED this for so many reasons and shared that there’s a principle I consciously apply in my own life called the “Pareto Principle” of 80/20 that is for this exact purpose. 

So this week, I thought I’d break down one one of my absolute favorite productivity principles that has completely transformed how I approach everything from my business and schedule to my eating and workouts. If you've ever felt overwhelmed by your to-do list or like you're spinning your wheels without seeing results, this post is especially for you.

What Is the 80/20 Rule (aka the Pareto Principle)?

The 80/20 Rule, also known as the Pareto Principle, suggests that roughly 80% of results come from just 20% of efforts. This principle was first observed by Italian economist Vilfredo Pareto in 1896 when he noticed that 80% of Italy's land was owned by 20% of the population. What's fascinating is how universally this pattern appears:

• 20% of your tasks produce 80% of your results

• 20% of customers generate 80% of revenue

• 20% of your wardrobe gets worn 80% of the time

• 20% of features in a product deliver 80% of the usage

The beauty of this principle isn't in the exact numbers (it's not always precisely 80/20), but in the insight that inputs and outputs aren't balanced. Some actions are dramatically more impactful than others!

How to Apply the 80/20 Rule to Work Smarter

1. Identify Your High-Impact Activities

Take a moment to reflect on your work. Which tasks consistently deliver the biggest results? For me, I discovered that taking the time to meet with potential collaboration partners and creating content generates far more new business than posting daily social media updates or optimizing my website’s SEO. Once I shifted my focus accordingly, my productivity skyrocketed while my marketing work hours decreased!

Gianna’s Gem Action Step: List all your regular activities and highlight the ones that truly move the needle toward your most important goals.

2. Ruthlessly Eliminate or Delegate Low-Impact Tasks

This is where the magic happens! Once you've identified your high-impact 20%, be brave enough to minimize, delegate, or completely eliminate tasks in the low-impact 80%. This doesn't mean ignoring necessary work, but rather being strategic about where you invest your precious time and energy.

For example, I used to spend hours formatting my slide decks each week until I realized this task fell firmly in my "80% effort, 20% results" category. Now I delegate this to my Operations Manager and spend that saved time on strategic work and content/tasks that only I can create.

Gianna’s Gem Action Step: What tasks are eating up your time without delivering proportional results? Can they be simplified, batched, automated, delegated, or eliminated?

The 80/20 Rule in Daily Life

Event Planning That Wows

When planning my husband’s 50th Birthday last year, I applied the Pareto Principle and focused on the elements guests would remember most:

• A memorable venue (Sardinia Italy, Michelin restaurant overlooking the ocean)

• Delicious food (I focused on a menu that was comprised of my husband’s favorite Sardinian foods so he’d be honored yet my guests would get an authentic taste of Italy)

• Heartfelt personalized moments (a video compilation from friends who couldn't attend, Jeffersonian Style dinner conversation, notes guests wrote to my husband while there)

• Thoughtful Gift (rather than giving these guests swag since they were all traveling from countries away, I hired a professional photographer and made sure he got not only group photos but couples photos that I later printed and mailed to everyone)

The result? Everyone raved about the "elaborate" event that honestly took half the effort of previous parties I'd thrown because I wasn't spreading myself thin across dozens of minor details no one would remember (like linens, signage, and offering too many activities that people would likely cancel or change last minute).

Nutrition and Wellness

The 80/20 Rule has revolutionized my approach to healthy eating. Instead of trying to maintain a "perfect" diet (I enjoy eating way too much for that approach), I now focus on making nutritious choices 80% of the time while allowing flexibility for treats and special occasions in the remaining 20%.

I also practice the Japanese method of “Hari Hachi Bu” which means eat until 80% satisfied. This mindful approach to eating is better for digestion (plus leaves room for dessert should I want it - see above!)

This sustainable approach has actually improved my overall health because I never feel deprived and never have to miss out, yet always feel great!

Examples of the 80/20 Rule in Action

Business Success

Look at successful businesses that understand this principle:

• Apple focuses intensely on a small product line rather than creating dozens of different devices

• Amazon initially mastered bookselling before expanding to other markets

• Netflix prioritizes user experience and content acquisition over other potential areas they could invest in

I'd be happy to provide a more detailed example of how to apply the 80/20 rule to event planning! Here's how it might work in practice:

The 80/20 Rule for Event Planning

When planning an event, about 20% of your efforts will create 80% of the memorable impact. Similarly, I believe that attendees will only remember about 20% of the event experience, so it behooves you to spend time rigorously prioritizing WHICH parts of the event you want them to remember. Here's how to identify and focus on those high-impact elements:

Identify the "Vital Few" Elements

For most events, the highest-impact elements typically include:

• The arrival moment: How do you take pain points like registration and turn them magical (i.e. into personalized introductions to other guests, met with a passed wellness shot as they wait)?

• Meeting someone valuable or learning something valuable

• A few standout moments or activities

• Personalized touches that reflect the purpose of the event and that will lead to personal growth or transformation 

Example: Corporate Conference

Instead of trying to perfect every minute detail (like just the right linens or florals):

• Focus resources on securing an excellent keynote speaker (high impact) that delivers a lot in 15 minutes (for keynotes, I also use 80:20 and prepare 20% content, leaving the other 80% for Q&A which is much more relevant to the audience!)

• Create one exceptional networking opportunity rather than several mediocre ones

• Invest in quality for the main meals (lunch/dinner) and coffee (espresso is a must for Executive events!) but simplify breaks and breakfast options which are often skipped or eaten in haste.

• Ensure the check-in process is smooth and welcoming (first impressions)

• Develop one memorable takeaway item rather than a bag of forgettable swag (I always try to provide something people will see regularly to remind them of the event and the brand hosting it)

Example: Wedding Reception or Milestone Birthday

Rather than stressing over countless details:

• Prioritize hiring a videographer (most people don’t but believe me, there’s nothing like seeing your vows again and the speeches that delivered humor and tears re-lived for years to come which photos just can’t provide)

• Invest in a great band  -dancing/atmosphere creates lasting memories and fun

• Personalize the experience with your ceremony, speeches, theme, location

• If it’s a destination wedding, give people a sense of place with great local food, vendors gifting so they see more than a ballroom while there

By identifying which 20% of planning elements will create 80% of the guest experience, you can reduce stress, save money, and create a more memorable event by putting your energy where it truly matters.

Putting the 80/20 Rule Into Action Today

1. Analyze: Identify the critical few actions that drive most of your desired results

2. Prioritize: Schedule these high-impact activities first in your day or week

3. Eliminate: Be ruthless about cutting or minimizing low-value activities

4. Refine: Regularly review your priorities as circumstances change

Remember, the goal isn't to just remove things—it's to do more of the right things and less of the things that make less of an impact. Working smarter will help you feel strategic, productive and will make you more effective - I promise.

XX,

Gianna

P.S. I've been getting a lot of requests for career advice, and realized, I'm not sure that people know I developed a course called "Million Dollar Event Planning Career" that's self-led, low-cost and will teach you secrets of my career at Google, Amazon, and my pro tips for success in this industry (and others!)

View the sneak peak of Ch. 1 lesson 1 here for free: https://lnkd.in/gwRmEjYa

Or access the full course here: https://lnkd.in/gyK86WWQ

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

Florals: Meet my new favorite San Francisco Bay Area Florist, Marissa Zoetwey of The Wild Fleur. Marissa is the most professional florist I’ve ever worked with - she is personable, talented and a perfectionist, leaving no detail unattended to so you can be assured your florals will be cultivated intentionally, and truly aesthetic works of fine art. Her florals bring joy, elevate your event, and inspire guests. Marissa draws her inspiration from the steadfast, yet evolving nature of the natural elements and settings she’s encountered on her travels around the world, making her creations fresh and personalized yet approachable. If you’d like an intro and referral discount, please reach out to me and I can connect you personally (and rave about her in the process!)

Gianna’s Gem - Your Vibe Attracts Your Tribe

Have you ever noticed how certain people seem to effortlessly attract success, opportunity, and genuine connections? I'm here to let you in on a little secret that's transformed my life and could change yours too: Your vibe attracts your tribe. Catchy phrase, yes, but it's a fundamental truth about how we create the lives we desire.

The Positivity Bubble: Choose Your Circle Wisely

Think of your life as a garden. One of my favorite sayings is “water the flowers, not the weeds.” The people you surround yourself with are either fertilizing your growth or casting shadows that stunt it. When you deliberately choose to spend time with individuals who inspire you, challenge you positively, and lift your spirits, you create what I call a "positivity bubble."

Inside this bubble, amazing things happen:

• Ideas flow more freely

• Opportunities multiply

• Your confidence blooms

• Your energy stays consistently high

• You become more resilient to life's challenges and make smart decisions

• You inspire other people to smile and be more generous and positive in return

I've witnessed this transformation firsthand. When I intentionally began surrounding myself with forward-thinking, optimistic people who were pursuing their dreams with passion, and avoiding or minimizing contact with those who were “downers”, my own ambitions suddenly seemed more achievable. Their energy was contagious, and before long, I found myself accomplishing goals I'd once thought were out of reach. The same goes with the content you imbibe. I used to be an avid watcher/reader of the news and now I check in, check out as quickly as possible since it’s easy to get caught in a negativity spiral. Instead, I think about what I’d like to focus on that day and then seek out proactively the content that supports the days goal. This might be health or work-related, and sometimes it’s just plain humor. I used to think “pointless humor” didn’t have a point in my day, but it actually raises your energetic frequency, reduces cortisol and can help you relieve stress and as a result think more clearly afterwards. 

The Energy Vampires: Recognizing and Minimizing Negative Influences

We all know them—the chronic complainers, the pessimists, the people who can find the cloud around every silver lining and place the blame on others rather than taking accountability. I call them "energy vampires" because even a five-minute conversation with them can leave you feeling completely drained.

One negative voice in a meeting can derail an entire team's momentum. One pessimistic team member can infect everyone's outlook. Research has shown that negativity spreads more rapidly and powerfully than positivity—which means we need to be even more intentional about protecting our energy. And I’ve learned the hard way that it’s better to nip negative energy in the bud than to let it grow (pluck the weeds, remember?)!

This doesn't mean cutting people out cruelly. Instead, some approaches I find effective include:

• Setting healthy boundaries around time spent with negative individuals and take a physical break if necessary to regroup

• Redirecting conversations toward solutions when they veer into complaint sessions or gossip

• Being the positivity you wish to see—sometimes your example can help shift someone else's perspective

• If necessary, limiting exposure to those whose negativity consistently impacts your wellbeing, or removing them from your team before they “infect” the vibe and workflow

• Manage up with stakeholders who have unrealistic expectations by leading by example and sticking to what you know is right. People respect leaders with backbones rather than “yes-men/women”.

Remember: Minimizing negative influences isn't selfish—it's strategic.

Building Trust: The Professional Superpower

In the professional world, trust is currency. When people trust you, magic happens. Projects flow more smoothly, collaborations become more fruitful, and opportunities find their way to your door.

Creating trust with your team, stakeholders, and vendor partners might be the single most valuable investment you can make in your career. Trust unlocks doors you didn't even know existed. I've seen vendors go above and beyond contractual obligations, team members support each other wholeheartedly, and stakeholders approve ambitious ideas in record time—all because of the foundation of trust that was established.

How do you build this trust?

• Be impeccable with your word. If you say you'll do something, do it. If circumstances change, communicate quickly.

• Recognize others' expertise. Trust is a two-way street; show people you value their knowledge. It’s not important to always be right, but it is important to be honest about where you shine and where you might need other’s insights.

• Be transparent about challenges and proactive with potential solutions well in advance. Hiding difficulties only creates bigger problems down the road.

• Take responsibility when things go wrong. No blame games.

• Celebrate wins collectively. Share credit generously.

• Over-deliver time and time again. This doesn’t mean being more “busy” it means showing up consistently and in a way that unblocks the team 

• Brings fresh perspective to challenging situations and keep the vibe positive (meaning no gossip about other team members)

The Art of Communication in Leadership

As an event leader, the way you communicate can mean the difference between chaotic disasters and seamless successes. I've learned that how you communicate is often more important than what you communicate. Soft skills like these are not always taught in courses or when you get a certification, but can make or break a great leader.

Here's my golden rule: Choose your communication medium thoughtfully.

Some scenarios where picking up the phone is better than sending an email:

• When emotions are involved

• When dealing with sensitive issues

• When explaining complex concepts

• When brainstorming is needed

• When relationships need nurturing

• When quick decisions must be made

I once had a situation where weeks of back-and-forth emails about a venue contract were resolved in a single 15-minute phone call. What was missing in those emails? The human connection, the ability to ask clarifying questions in real-time, and the warmth of actual voices sharing a common goal. I asked the hotel what they needed, I asked the client what they needed, and we settled on a middle ground where the most important clause was agreed to for the client and the hotel was able to hit their revenue targets by increasing our food/beverage spend while removing the meeting rental fees.

For event professionals, mastering the art of choosing the right communication channel at the right time isn't just efficient—it's transformative.

The Undervalued Power of Appreciation

In our fast-paced professional world, appreciation has become a forgotten art. We're quick to point out what went wrong but often neglect to celebrate what went right. This is such a missed opportunity!

A handwritten thank-you note to a vendor who went above and beyond. A letter of appreciation to someone's boss highlighting their exceptional work. A public acknowledgment of a team member's contribution during a meeting. I do all three of these regularly, probably more often than needed, but it is an important skill that makes a major impact.

Speaking of keeping the positivity bubble, I have a ritual for making Mondays more palatable with my family - we each have a hand carved wooden box with our names and we do “Monday Mail” after dinner on Mondays. It serves two purposes:

1. In preparing a thoughtful note (or finding another thoughtful token) for each family member, it helps us with gratitude, which combats the stress at the start of a busy week.

2. It raises the “vibe” and gives us something to look forward to on Mondays after a long day.

Similarly, I always prepare handwritten thankyou notes for my team to distribute the night before an event along with a thoughtful amenity if we’re staying at a hotel in addition to the post-event thank yous I send. Why? Because it sets the tone in advance for a positive week!

These simple acts have disproportionate power. They don't just make the recipient feel good—they strengthen bonds, build loyalty, and create a culture where people want to bring their best selves.

Putting It All Together

Your vibe truly does attract your tribe, both personally and professionally. The energy you put out into the world comes back to you multiplied.

By intentionally building your positivity bubble, minimizing negative influences, fostering trust, communicating thoughtfully, and expressing genuine appreciation, you create an environment where success becomes almost inevitable.  In a world where technology often separates us, the human connection remains our most precious resource. Invest in it wisely.

This isn't just feel-good advice—it's practical wisdom that transforms careers and lives.

So I'll leave you with this question: What one relationship-building action could you take today that might improve your positivity bubble?

XX,

Gianna

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

Event Recap: I’m thrilled that my last newsletter was appreciated by folks and featured in an Expert Opinion article by Corporate Event News. I had both the company who developed the app and one of the sponsors I called our email me directly to thank me for the appreciation (very on-theme for this week’s newsletter) and I was glad that people found the observations interesting. If you have any additional thoughts or questions about Google Next, feel free to reach out or read last week’s Gianna’s Gems if you missed it.

Gianna’s Gem - Exceptional Executive Briefing Centers

Event planning at major conferences and trade shows presents unique challenges and opportunities, especially when it comes to creating Executive Briefing Centers (EBCs) that make an impact. These dedicated spaces serve as your company's home base during third-party events, offering a controlled environment for high-value customer meetings away from the noise and chaos of the main show floor. But given how important and senior the audience is for EBC’s, it’s critical to nail the experience or risk losing these important customers.

Why Executive Briefing Centers Matter

EBCs at third-party events provide the perfect setting for:

• Conducting private demonstrations to senior leaders both technical and non-technical

• Hosting executive-level conversations

• Showcasing products that aren't ready for public display including embargoed press demos and analyst briefings

• Building deeper relationships with key accounts and industry influencers

Planning Your Executive Briefing Center: The Do's

Do: Start Planning Early

Begin your EBC planning at least 4-6 months before the event. The best locations near popular conference venues book quickly, and you'll need time to design, build, and perfect your experience.

Do: Choose the Right Location

Proximity to the main event is critical. Ideally, your EBC should be within walking distance of the conference venue and keynote (where you should secure front row VIP seats for these folks too). If that's not possible, arrange convenient (high end) transportation for attendees. A luxury hotel or unique venue within 5-10 minutes of the main event creates the right balance of convenience and exclusivity.

Gianna’s Gem: Cars often provide a unique space for meaningful conversations, with studies showing that many people feel comfortable sharing personal thoughts and feelings during car rides due to fewer distractions and the unique dynamics of being in a confined space. Book private luxury cars or Waymos from your EBC to your conference center for EBC attendees and it’s a win win for your sales team as well as the attendee.

Do: Create a Cohesive Experience

Your EBC should feel like a natural extension of your brand while providing a more intimate and white glove experience than your main booth or event. Consider:

• Consistent design language across all touchpoints

• Comfortable seating arrangements conducive to conversation (and don’t forget all types of chargers!) PRO TIP: Offer to take an Exec’s phone at a cell-cierge at the entrance to charge up their phone during the meeting. They get their charge and you get their undivided attention!

• Technology that enhances rather than dominates the space

Do: Staff Appropriately

Your EBC team should include:

• Executives from your company who can speak authoritatively

• Subject matter experts for technical discussions and demos

• Appropriately dressed and polished hosts/hostesses who manage check-ins and communication and rescheduling

• Support staff to handle logistics, food/beverage and unexpected issues such as wifi going down.

Do: Provide Exceptional Hospitality

Remember that comfort creates the foundation for productive conversations:

• Offer premium food and beverages throughout the day, ideally things that are hard to come by at the convention like good espresso drinks and fresh, healthy snacks and drinks. PRO TIP: I love asking customers for their coffee drink order in advance which not only shows next level service, but can also de-risk no-shows when people know they’re going to get their favorite beverage sans line!

• Consider dietary restrictions and preferences and have menus on hand for custom requests (always say yes!)

• Ensure reliable high-speed internet and back up mi-fis. There’s nothing worse than losing internet in the middle of an Exec demo!

• Create spaces of luxury within your center if possible, perhaps with massage chairs, or scented candles and calm music to create a sense of luxury and tranquility.

Avoiding Common Pitfalls: The Don'ts

Don't: Overbook Your Schedule

Quality trumps quantity. Leave buffer time between meetings to:

• Allow for meetings that run long

• Give your team breaks to recharge, clean up the space, and prep for the next meeting (tired, hurried team members don’t present well). Pro tip: Have your Sales leaders take a 1 minute “breathing break” between meetings without phones to do a quick reset before the next client.

• Accommodate spontaneous high-value meetings with a second conference room you have on hold for these last minute press or Exec meetings that arise.

• Prepare properly for each conversation by having each Exec review account notes, and asking each attendee what they want to discuss in advance to properly tailor each presentation accordingly.

Don't: Replicate Your Trade Show Booth

Your EBC should offer something different:

• Avoid canned demos or flashy presentations - this is about connecting personally and more intimately.

• Create spaces for genuine conversation that are quiet and comfortable.

• Focus on relationship-building over product pitches - better to connect with a customer and build rapport rather than rub them the wrong way. There’s always opportunity for a follow up conversation later.

• Provide relief from the sensory overload of the main event

Don't: Neglect the Details

Small touches make a big difference:

• Ensure proper temperature control and ventilation - I like to also order pashminas an blankets to have on hand for female Execs who are often overlooked.

• Check for ambient noise issues before meetings take place. Pro Tip: Take it a step further and ensure there’s no construction or cleaning happening during your meeting time.

• Provide phone charging stations and connectivity options.

• Pro Tip: I love having a team member serve as an onsite “concierge” to help attendees with anything they might need and also to have items they may need on hand to be the “hero”. These can be basic things like aspirin, toothbrush, charger (bonus if you let them take it), etc.

• Have backup plans for technical difficulties (back up computers, hot-spots, printed presos, downloaded presos)

Don't: Miss Follow-Up Opportunities

The EBC experience doesn't end when guests leave:

• Capture key discussion points for personalized follow-up. Pro tip: Assign one person as the notetaker in the room, or use an AI notetaking tool so nothing is missed.

• Send thank-you notes within 24 hours

• Share any promised materials promptly

• Use insights gained to inform future interactions

Real-World Success Stories

The Software Company That Created FOMO

A leading enterprise software company took over a boutique hotel's restaurant near their industry's largest conference. They transformed the space into themed "solution rooms" addressing different business challenges. By invitation only, customers moved through a journey culminating in a private dining experience with executives. The exclusivity created such buzz that they had to extend hours to accommodate additional requests.

The House "Touch and Feel" Experience

When Google started launching a lot more hardware products, we converted a venue into a “Google House” where press and Executives could walk through each room and experience our devices in real-life vignettes (like Google Home, Google nest, Google watch, etc). We encouraged them to share on social as they experienced the “home” and to even rest, eat, relax for as long as they wanted to in the comfy living spaces! Not only was this engaging and experiential, at the end of the tour, we sat down with attendees 1:1 and gave them a gifting selection of their choice, walked them through the set up and answered any other questions they had. 

When designed thoughtfully, Executive Briefing Centers create valuable touchpoints with your most important customers and prospects. By providing a respite from the main event while maintaining proximity and convenience, you create the perfect environment for meaningful connections that drive business forward.

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

Read: Shiftby Ethan Cross. I’ve found myself sharing this book recco to several people this week and highly recommend it to you Gianna’s Gems readers! Shift is a science-based guide that addresses the timeless question of how to manage your emotional life using tools you already possess—Whether it’s anxiety and rage when we’re stuck in traffic, or devastation after a painful break-up, our lives are filled with situations that send us spiraling. But as difficult as our emotions can be, they are also a superpower. Far from being “good” or “bad,” emotions are information. When they’re activated in the right ways and at the right time, they function like an immune system, alerting us to our surroundings, telling us how to react to a situation, and helping us make the right choices. How do we make our emotions work for us rather than against us? In Shift, acclaimed psychologist Dr. Ethan Kross dispels common myths—for instance, that avoidance is always toxic or that we should always strive to live in the moment—and provides a new framework for shifting our emotions so they don’t take over our lives. Enjoy!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 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!