Gianna's Gem: Steal This From My Son's Summer Camp

Hi there,

This one comes straight from my son's summer camp, (huge shout out to Cole and Kate Kelly at Camp Weequahic) and I mean that literally.

Last week, a book arrived in the mail addressed to my son. It was from Camp Weequahic, who had the brilliant idea to mail this self-published gem directly to campers so the magic of camp could come home with them. The book? Three Good Things, a simple practice built around a daily gratitude ritual called 3 Happies and an Appreciation.

I'll be honest: when I first read about it, I thought, cute idea for kids. But the more I sat with it…and the more I tried it at our own dinner table replacing our basic gratitude practice…the more I realized this wasn't just a camp tradition. It's one of the simplest, most human yet extremely powerful team-building and culture-setting tools I've encountered in 23+ years of creating high-performing teams and unforgettable experiences.

So this week, I'm borrowing this gem from Camp Weequahic and bringing it to you to scale this pearl of wisdom.

Gianna's Gem: The best rituals aren't complicated. They're consistent, specific, and designed to make people feel seen, heard, grateful and appreciated.

What Is "3 Happies and an Appreciation"?

It's a daily gratitude practice you can do in five minutes…be it at the dinner table, the start of a team meeting, on a walk, or even in a quick Slack channel.

Here's how it works:

(3) Happies (Three Good Things or if you want a more corporate tone, Three Wins):

Each person shares three positive moments from their day, no matter how small. The key is specificity. Don't just say "I had a good meeting." Say "I had a great call with Maria where we finally cracked the problem we'd been stuck on for two weeks, and I left feeling energized and confident again." Note what happened, why it happened, and how it made you feel. Variety is encouraged: a productive work win, a kind interaction, a quiet personal moment…all count.

(1) Appreciation:

Each person identifies one person to appreciate and expresses it out loud. Make it specific. Not "Thanks, team." But "I want to appreciate Jake for stepping in at 4 PM when the website had an issue…he handled it calmly and saved the day." Name the person. Name the action. Name why it mattered.

That's it. Five minutes. Every day.

Why It Works: The Science Behind the Practice

This isn't just feel-good fluff, this is neuroscience.

Our brains are wired with what's called a negativity bias. We're evolutionarily designed to notice, remember, and ruminate on problems and threats far more than on positive experiences. It kept our ancestors alive. But in modern life, it means we often end the day replaying what went wrong rather than what went right.

3 Happies and an Appreciation rewires that default setting.

When we actively search for and articulate positive moments, we train our brains to scan for them throughout the day. Over time, you start noticing the good as it's happening, not just in retrospect. Research from positive psychology (Martin Seligman's work on "Three Good Things" is foundational here) shows that this practice consistently reduces anxiety and depression, boosts overall wellbeing, and improves sleep quality after just one week of consistent practice.

It’s why at the end of each day, no matter how tired I am, I journal before bed starting with the prompt “what went well today”. Often, I’m fixated on the one thing I wish I’d done better, but as I start to find all the things that went well, I often fill up a full page and realize all the little wins that far surpass any trouble spots. As a bonus, it’s greatly improved my sleep since I don’t fixate on the one thing that didn’t go wrong and get everything out on paper before my head hits the pillow.

And the appreciation piece? It activates the social bonding systems in our brains, for both the giver and the receiver. When someone feels genuinely seen and appreciated, trust deepens. Relationships strengthen. People want to show up for each other. 

It’s why I make a practice of texting or emailing a person as soon as I get a feeling of appreciation for them during the day. Most people keep this to themselves, but I find that when I take one minute to share my appreciation, even with just a text message, it makes their day and also amplifies my own feelings of gratitude.

Gianna's Gem: When you end the day looking for what's good and who to thank, you start the next day already ahead.

How I Use It at Home

The first time I tried this at dinner with my family, I'll be transparent: there was resistance.

My son looked at me like I'd suggested we go around the table reciting poetry. But I held the space, modeled it first, and made mine specific and real. By the time we got to the appreciation, something shifted. He sat up straighter. He thought harder. He named his friend and told us exactly why that friend made his day better.

We've been doing it (mostly) ever since.

What I've noticed:

• Dinner conversation has become richer and more substantive.

• My son has started noticing and naming good things during the day ("Mom, this is going to be one of my happies tonight").

• The appreciation piece has made him more thoughtful about the people in his life and more likely to actually express thanks

• It takes the edge off hard days. Even when everything went sideways, finding three good things grounds you back in what's real and true.

• And here’s the kicker - much less complaining! It sure makes everything feel a lot easier with the negative muted.

This practice arrived in our house in a book mailed by a summer camp director. And it's become a ritual I genuinely look forward to.

How to Apply It to Your Team (Business Leader Version)

Here's what I want every event planner, team leader, and manager reading this to hear: this practice is one of the highest-leverage culture tools you're probably not using.

Think about how most team meetings begin. A status update. A slide deck. An agenda. Valuable, yes… But cold. People arrive distracted, carrying the weight of everything that happened before they walked through the door (or logged onto Zoom). We jump straight into problems and deliverables, never acknowledging the humans in the room.

3 Happies and an Appreciation changes that in five minutes.

Here's how I'd implement it on a team:

At the start of weekly all-hands or team meetings: Go around and have each person share one wine (not three to keep it moving in larger groups) and the team collectively nominates one group appreciation for someone who went above and beyond that week (MVP) - bonus points if they get an amazon gift card, or something else as a treat for their exceptional effort.

In smaller pod, offsites or squad meetings: Do the full version: three wins and a personal appreciation. This is where the real connection happens.

In one-on-ones: Ask your direct reports to share their three wins for the week first. You'll learn more about what energizes them, what they're proud of, and what relationships matter to them than any performance review will ever reveal.

In a team Slack or group chat: Create a weekly thread. Post your three wins every Friday. Watch what happens to team culture over 60 days.

The rules are the same whether you're at the dinner table or in a conference room: be specific, name the why, and make the appreciation land.

Gianna's Gem: Gratitude isn't soft. It's one of the most strategic things you can do for team retention, psychological safety, and performance.

What This Teaches Us About Event Design

I can't write a Gem without connecting it to what we do for a living in the events world, so here it is.

The reason 3 Happies and an Appreciation works so well is the same reason the best events work: it creates intentional space for people to feel seen, connected, and valued.

Most events end with "safe travels." Most meetings end with "any other business?" And most workdays end without anyone ever naming what went right or who made a difference.

When I plan events, I think about how to close them in a way that creates integration instead of disconnection. A moment of collective reflection. A shared appreciation. A prompt that helps people leave feeling like the time mattered.

This practice does that in miniature form…every single day.

What if your events ended with a version of this? What if your closing keynote invited the room to share one positive learning or connection or “aha” moment from the conference and one appreciation for someone they met? What if your team offsite ended not with logistics but with five minutes of people saying thank you to each other?

I promise you: that's what people would remember.

I once implemented a version of this practice at a SoftBank Vision Fund Women’s Event in San Francisco. At the closing keynote, women stood up and shared one learning from the breakout they attended in the afternoon and then shared one interesting fact about someone they met. It was an amazing way to scale the content and networking so that people learned a bit more about sessions they didn’t attend and people they hadn’t met yet.

Your Action Plan

Try it tonight. Seriously, waiting is just procrastinating on a future goal (to quote James Clear).

At dinner, or before bed, or via text with someone you love or work with. Share three specific things from your day that were good, and one genuine appreciation for someone who showed up for you.

Do it for a week. Notice what changes.

Then bring it to your team. Start small: one meeting, one appreciation callout, one thread. Build the habit.

Because here's the truth: your people, at home and at work, crave being seen, heard, appreciated. They want to know their presence and effort matters. This practice creates the conditions for that acknowledgment to happen, every single day, without requiring a major initiative or a big budget.

It's just five minutes. I promise you, it will spare you countless headaches in the future by taking the time to be intentional about this.

Compounded over weeks and months it can make the difference between a family that feels like a team and a team that feels like a family.

Thank you, Cole, and thank you Camp Weequahic. In your generous gift to my son, you inadvertently reminded this event planner of one of the most important things we can design for, in events and in life: the moment when someone feels truly, genuinely, specifically appreciated.

That's the whole game.

You've got this.

XX, Gianna

Gianna Gaudini is an event strategist, advisor, and author of the Amazon bestselling book "The Art of Event Planning." She's held leadership roles at Google, AWS, SoftBank Vision Fund, and Airtable, creating unforgettable experiences that drive business results. For more insights on creating exceptional events, visit GiannaGaudini.com or connect with her on LinkedIn.

Want to work with Gianna or take her Event Planning Masterclass? Visit giannagaudini.com/learn-from-me

Gianna’s Gems: Color Psychology - A Strategic Approach to Design

Hi there,

The changing season has me obsessed with color. Color has such an important psychological impact on us both personally and also for our brands. For event professionals, it impacts your attendees' emotions, decisions, and memories from the moment they receive your invitation—yet most planners treat it as an afterthought. I planned one major private event this past year for a couple (the wife being from Holland) and her only thematic direction to me when conducting my client intake was “lots of orange!” as a homage to her homeland. I ended up creating a beautiful experience across three days that all tied back to this one color (more on that below) and you can view photos of the event here.

Color isn't just aesthetic window dressing. It's psychology. It's strategy. It's the invisible force that can make someone feel energized or calm, trusting or skeptical, hungry or creative—often without them even realizing why. True story - I find heart-warming pink so calming that when planning my own wedding 14 years ago, every time I felt stressed,  my husband would just say “think pink” and I instantly remembered my why (love) and it took the stress level down ten notches.

After years of planning events for Google and Amazon, private clients, Ai companies and startups, VC’s and their portfolio companies, I've learned that understanding color psychology is like having a secret superpower. You're not just choosing pretty palettes—you're architecting emotional experiences that align perfectly with your event goals.

Gianna's Gem: When you master color psychology, you don't just decorate spaces—you design feelings. And feelings drive actions, which is ultimately what makes events successful.

Let's dive into how to wield this power intentionally.

Understanding the Emotional Language of Color

Every color speaks. The question is: are you saying what you actually mean through your brand and event palette? Below are some examples of what your color choice inspires emptionally:

Red: The Activator

What it means: Passion, energy, urgency, excitement, appetite, power

When to use it: Product launches that need buzz or are making groundbreaking announcements, events where you want high energy or to drive urgent action, networking events where you want to break the ice quickly, food-focused events (red stimulates appetite—there's a reason so many restaurants use it)

Pro tip: Red is powerful but can overwhelm and excite rather than calm and connect. Use it as an accent—think red napkins on white tablecloths, red uplighting on one statement wall, or red signature cocktails. At one Google product launch, we used red only in the product display area to draw eyes and create excitement around the reveal. When not to use it: Greenrooms (speakers are amp’d up enough), wellness retreats, any event that is intended to create a relaxing vibe where people can let their guard down and connect.

Blue: The Trust Builder

What it means: Trust, calm, professionalism, stability, intelligence, communication

When to use it: Corporate conferences, financial services events, healthcare summits, technology showcases, any event where credibility matters more than excitement. I also see blue as a very durable signal so when you want to build a brand, or relationships  for the long term, it’s a solid choice.

Pro tip: Blue is corporate America's favorite for a reason—it builds instant trust. But don't make everything blue or risk appearing cold or overly corporate. I love pairing navy or shades of cerulean or turquoise with warm metallics like copper, gold and dark wood accents to maintain professionalism while adding warmth, depth and balance. At a healthcare conference I designed, we used varying shades of blue—from sky to navy—to create depth and hint at longevity while maintaining that trustworthy, healing vibe.

Green: The Harmonizer

What it means: Growth, health, harmony, nature, sustainability, renewal, balance, tranquility

When to use it: Wellness retreats, sustainability summits, organic product launches, team-building offsites, anything eco-conscious or growth-oriented. I also like using it for women’s summits as an accent to pink to reduce the “overuse of feminine palettes” while adding calm for connection and community. And the obvious reason why a green room used to literally be painted green to relax speakers before getting on stage.

Pro tip: Green bridges the gap between warm and cool colors beautifully. It's calming without being sedating. For a tech company's Executive Event, we used living walls (actual greenery) as backdrops and sage green linens—it encouraged our most prized customers and prospects to let their guard down and connect with us and our brand and feel taken care of in a world full of compressed scheduling. Bring the outdoors in whenever possible with real plants, not just green décor.

Yellow: The Energizer

What it means: Optimism, creativity, happiness, clarity, innovation, warmth, positivity

When to use it: Creative brainstorms, innovation workshops, festivals, celebrations, morning keynotes where you want to energize

Pro tip: Yellow is tricky—too much can cause anxiety or eye strain. Use it strategically as an accent. I love yellow accent pillows, floral accents, or yellow lighting washes rather than yellow walls or signs. I also love mixing yellow into food displays to signal brightness and health - think lemon spa water, make your own lemonade carts, etc.

Orange: The Connector

What it means: Enthusiasm, confidence, warmth, social connection, adventure, luxury

When to use it: Networking events, team socials, outdoor adventures, premium brand activations, food festivals

Pro tip: Orange is the most social color—it literally makes people want to talk to each other. It's warmer than red but more energetic than yellow. At a joint milestone birthday I used Orange to create beautiful floral displays (paired with yellows, pinks and blues), custom pillows, cocktail napkins, and of course displays of ripe citrus. We also had a daily specialty orange cocktail (Aperol spritzes, Negronis)—the room buzzed with conversation all night and people delighted in the custom pillows so much they took them home. 

Purple: The Luxury Signal

What it means: Luxury, creativity, wisdom, spirituality, sophistication, ambition

When to use it: VIP experiences, awards galas, creative industry events, wellness retreats with a spiritual component, fundraisers

Pro tip: Purple has historically been associated with royalty—use it when you want attendees to feel special and elevated. Deep purples (eggplant, plum) signal luxury, while lighter purples (lavender, lilac) feel more spiritual and calming.  I used eggplant and the palest blush pink for my own wedding which were close to “black and white” but more “premium and unique” as a color palette. 

Pink: The Playful and Positive Creative

What it means: Playfulness, compassion, youthfulness, modern femininity, creativity, unconventional thinking

When to use it: Women-focused events, beauty launches, creative conferences, millennial/Gen-Z targeted events, fundraisers

Pro tip: Pink has evolved beyond traditional femininity—millennial pink and hot pink signal bold, modern, unapologetic energy. For a women's leadership summit, we used dusty rose with Navy and brass—sophisticated, feminine without being precious. Pink can be powerful when done right. And side note, it’s my signature color (just take a look at my website or my office wallpaper)

White: The Minimalist and Peace Maker

What it means: Purity, simplicity, cleanliness, minimalism, possibility, vision, peace

When to use it: Tech launches (think Apple, Google), medical conferences, minimalist brands, weddings, any event where you want the content or product (or people) to be the star

Pro tip: White isn't absence—it's intentional space. It lets other elements breathe and attendees focus. However, all-white can feel sterile. I love white as a base with one bold accent color. At a product launch for a minimalist tech brand, we used all white with one emerald green wall—the product popped, and the aesthetic perfectly matched brand values.

Black: The Sophisticate

What it means: Elegance, power, sophistication, formality, luxury, exclusivity, gravitas

When to use it: Black-tie galas, luxury brand events, evening affairs, high-stakes corporate dinners, exclusive experiences

Pro tip: Black makes everything feel more formal and expensive instantly. But use it wisely—too much black can feel heavy or depressing so I limit it for corporate events. I love black tablecloths with bright florals or metallics for social events or evening galas. For a movie premiere dinner, we used black tables with gold chargers, silverware and gold-painted florals—elegant, powerful, unforgettable (and very Hollywood)

Neutrals (Gray, Beige, Taupe): The Balancers

What it means: Sophistication, professionalism, timelessness, balance, neutrality, casual luxury

When to use it: As your base palette for corporate events and retail, to let jewel-toned accent colors shine, when you want timeless elegance

Pro tip: Neutrals are your foundation—never boring when layered with texture and strategic pops of color. For a tech conference, we used varying shades of ivory and taupe linens with brass accents and emerald green florals—sophisticated without being stuffy.

Creating Your Event Color Story: A Strategic Approach

Now that you know what each color means, let's talk about how to combine them strategically.

Your event isn't one-dimensional, and neither should your color palette be. Think of color as a journey that evolves throughout the event experience or can even be a signal to attendees about what’s to come.

For our Airtable Leader’s Forum in New York, we used alternating palettes (warm tones vs cool tones) to signal to attendees whether a keynote or a breakout session was happening. It was subtle but when used across signage as well created a beautiful way to create a non-verbal message to attendees to “move”. 

Gianna's Gem: Be mindful when selecting “signaling colors” to make sure color-blind attendees can se the variance (i.e. my father is red-green colorblind so using a red palette and a green palette would just look the same to him). We always aim to be inclusive at events, so symbols/textures/designs to signal change also work in this regard.

The 60-30-10 Rule for Event Color Palettes

Professional designers swear by this ratio, and it works beautifully for events:

• 60% Dominant color: Your primary brand or theme color that sets the overall mood

• 30% Secondary color: Complements and supports your dominant color

• 10% Accent color: Your pop of surprise and delight

This creates visual harmony while keeping things interesting.

Color Temperature: Warm vs. Cool

Understanding color temperature helps you set the right emotional tone:

• Warm colors (red, orange, yellow): Energizing, social, appetite-stimulating, urgent

• Use for: Networking events, food-focused gatherings, creative sessions, evening celebrations

• Cool colors (blue, green, purple): Calming, professional, trustworthy, contemplative

• Use for: Corporate conferences, wellness events, focused work sessions, serious content

Color Psychology Through the Day: Designing for Circadian Rhythm

Your attendees' brains respond differently to color depending on the time of day. Design with intention:

Morning (7am-11am): Energize and Focus

• Best colors: Yellow (energy), blue (focus), white (clarity), green (renewal)

• Avoid: Red (too aggressive pre-coffee), dark colors (too heavy)

• Application: Bright, clean spaces with natural light. Yellow florals at breakfast, blue tones in morning session rooms

Midday (11am-2pm): Balance and Nourish

• Best colors: Green (balance), orange (social), warm neutrals (comfort)

• Avoid: Deep purples or blacks (too formal for lunch)

• Application: Lunch spaces should feel inviting and social. Orange accents encourage conversation, green elements add refreshing energy

Afternoon (2pm-5pm): Re-energize and Engage

• Best colors: Orange (warmth), teal (alertness), green (renewal), strategic red accents (attention)

• Avoid: Heavy dark tones (will emphasize the afternoon slump)

• Application: Combat the 3pm energy dip with color. Bright signage, colorful break areas, energizing accent lighting

Evening (5pm+): Connect and Celebrate

• Best colors: Deep jewel tones (sophistication), metallics (glamour), warm lighting (intimacy)

• Embrace: Blacks, deep purples, rich reds, golds

• Application: Evening is when you can go bold and dramatic. Deep colors + candlelight + metallic accents = magic

Real-world example: At a full-day corporate retreat, we intentionally shifted our color story throughout the day. Morning sessions featured white and blue (focus). Lunch was in a space with natural wood and green elements (rejuvenation). Afternoon breakout rooms had orange accent walls (energy). Evening reception transformed with deep purple uplighting and gold accents (celebration). Attendees felt energized at the right times and ready to unwind when needed—all through strategic color design.

Building Your Event Brand Through Color

Your event isn't just happening once—it's a brand that lives across multiple touch points and possibly multiple years. Your color strategy should reflect that.

Gianna's Gem: Consistency across touchpoints isn't boring—it's how you build a brand that attendees recognize and trust year after year.

Establishing Your Event's Color DNA

Consider these questions:

• What emotion do you want attendees to feel when they think about your event?

• What's the primary action you want them to take? (Network? Learn? Be inspired? Commit to something?)

• What industry are you in, and what colors does your audience already associate with trust in that space?

• What differentiates your event from competitors?

Example: A Women's Leadership Summit

• Primary emotion desired: Empowered

• Primary action: Connect and commit to growth

• Industry: Professional development (traditionally blue/corporate)

• Differentiator: Modern, bold, unapologetically feminine approach

Color solution: Dusty rose (modern femininity, strength) + charcoal (sophistication, power) + brass metallics and greenery (luxury, warmth) = A palette that signals "this isn't your typical corporate conference"

Applying Your Color Brand Across Touch points

Once you've established your palette, deploy it consistently.

Pro tip: Create a brand style guide with your exact color codes (Pantone, RGB, CMYK, HEX) so every vendor is literally on the same page. I include mood boards, do's and don'ts, and real examples. This prevents your elegant navy from turning into random blue across different applications.:

Pre-Event:

• Save-the-dates and invitations

• Event website

• Email communications

• Social media graphics

• Teaser videos

On-Site:

• Registration area

• Signage and wayfinding

• Stage design

• Linens and florals

• Lighting

• Food presentation

• Branded swag

• Staff uniforms

Post-Event:

• Thank you emails

• Event recap videos

• Social media content

• Next year's "save the date"

Advanced Color Strategies: Cultural Considerations and Accessibility

As we become more globally connected and inclusive, sophisticated planners must think beyond basic color psychology.

Cultural Color Meanings

Colors mean different things across cultures. If you're planning international events, do your homework:

Red:

• Western: Passion, excitement, danger

• China: Luck, prosperity, celebration

• South Africa: Color of mourning

• India: Purity, fertility, beauty

White:

• Western: Purity, weddings, cleanliness

• China/Korea/India: Death, mourning

Green:

• Western: Nature, growth, money

• Middle East: Sacred, Islamic color

• Ireland: National color, luck

Pro tip: When planning global events, I often use universally positive colors (blues, teals, certain purples) or rely heavily on neutrals with international metallic accents.

Color Accessibility: Designing for All

Approximately 1 in 12 men and 1 in 200 women have some form of color blindness. Inclusive design matters.

Best practices:

• Never use color alone to convey information (add text, icons, or patterns)

• Ensure high contrast between text and backgrounds

• Avoid red-green combinations as primary signage (the most common form of color blindness)

• Test your designs with color blindness simulators

• Use multiple visual cues for wayfinding (color + symbol + text)

Example: Instead of "Red Room" and "Green Room" for breakout sessions, use "Ruby Room" and "Emerald Room" with distinct symbols on signage—ruby gem icon vs. emerald leaf icon. Everyone can navigate successfully.

Gianna's Color Psychology Cheat Sheet

• Want to inspire action? Red, orange, yellow accents

• Need to build trust? Blue, green, white base

• Creating luxury experiences? Purple, black, gold, metallics

• Encouraging creativity? Yellow, orange, unexpected combinations

• Promoting wellness? Green, soft blue, neutrals with natural elements

• Energizing tired attendees? Warm tones, bright lighting, orange/yellow accents

• Calming anxious attendees? Cool blues, greens, soft lighting

• Making food irresistible? Red, orange, warm lighting

• Signaling exclusivity? Black, deep jewel tones, metallics

• Creating approachability? Orange, yellow, warm neutrals

Putting It All Together: Your Color Action Plan

Ready to become a color psychologist? Here's how to start:

For your next event:

1. Define your goal: What's the ONE emotion or action you want to inspire?

2. Choose your dominant color based on that goal and your brand

3. Select complementary colors using the 60-30-10 rule

4. Map color to time of day: Plan how your palette evolves throughout the event

5. Create your style guide: Document your exact colors and how to use them

6. Test in the space: Colors look different under different lighting and in photos—always test

7. Think inclusively: Ensure your choices work across cultures and abilities

8. Tell your story: Make sure your colors align with your content and message

The magic happens when every color choice is intentional. You're not just picking what looks pretty—you're architecting an emotional experience that guides attendees exactly where you want them to go.

The Bottom Line

Color psychology isn't about following rigid rules—it's about understanding the tools at your disposal and using them with intention. The same color that energizes a morning keynote might overwhelm an evening reception. The palette that builds trust in healthcare might look generic in fashion.

Gianna's Gem: Great event designers don't just see colors—they feel them, understand them, and wield them like the powerful psychological tools they are.

When you master color psychology, you're not just making events pretty. You're creating environments where people feel exactly what you want them to feel, do exactly what you want them to do, and remember your event long after the last guest leaves.

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

Slick Ride: Anyone who knows me knows I’m obsessed with Waymo (and secretly hope to someday purchase one for personal use!) Waymo for Business, which JUST LAUNCHED, will completely transform how you think about event transportation logistics. Available in San Francisco, Los Angeles, and Phoenix, Waymo's fully autonomous ride-hailing service solves one of events' biggest pain points: reliable, consistent transportation that actually shows up on time with polite (or rather non-existent) drivers and a luxury experience. What I love most is this premium experience it delivers—attendees can use transit time productively (catching up on emails, making calls, or simply decompressing between sessions) rather than dealing with unpredictable drivers or a funky smell or playlist - seriously, pick whatever you want to listen to from spotify to Waymo’s own mix!

The driverless electric fleet helps meet sustainability goals without compromising on service quality, and the enterprise tools (business portal, customizable promo codes, reporting dashboards) make managing event transportation ridiculously simple. For event organizers juggling VIP arrivals, speaker shuttles, or attendee transportation, Waymo for Business isn't just convenient—it's the kind of innovative, friction-free experience that sets the tone for your entire event from the moment guests arrive. Plus, who are we kidding - there's something undeniably impressive about offering autonomous vehicle transportation that signals you're not just hosting an event—you're curating a forward-thinking experience. Learn more at waymo.com/business or email me for an intro to the team.

Gianna Gaudini is an event strategist, advisor, and author of the Amazon bestselling book "The Art of Event Planning." She's held leadership roles at Google, AWS, SoftBank Vision Fund, and Airtable, creating unforgettable experiences that drive business results.

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 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

Corporate Holiday Parties and Alternatives: What Actually Works

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

The Holiday Party Refresh We All Need

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

What's Actually Working Now

Timing is Everything

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

The New Power Lunch

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

Experiential > Expensive

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

The Do's That Actually Work

1. Food That Makes Sense

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

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

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

2. Thoughtful Beverages

• Beautiful mocktail stations (not just sad soda options)

• Hot beverage bars with specialty coffee and tea

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

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

3. Team Bonding That Doesn't Break the Bank

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

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

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

• Team challenges or scavenger hunts. 

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

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

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

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

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

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

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

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

More Fresh Ideas Worth Trying

The Distributed Celebration

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

Theme It Right

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

The Summit Strategy

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

The Bottom Line

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

• How people actually want to spend their time

• What makes everyone feel included and appreciated

• Ways to create genuine connections

• How to respect both personal time and company budgets

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

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

Things I’m loving this week:

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

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

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

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

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

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

Why Executive Dinners Matter More Than Ever

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

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

Format Innovation: Moving Beyond the Traditional

The Progressive Experience

Instead of a static seated dinner, consider a journey:

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

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

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

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

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

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

• Family-style plating ceremonies

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

Setting the Stage: Environment Matters

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

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

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

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

Table Architecture

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

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

• Include conversation catalysts in the tablescape

Menu Magic Beyond Michelin: The New Rules of Menu Design

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

• Include interactive elements that create shared experiences

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

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

Signature Moments

• Custom cocktails named for company values or achievements

• Family recipes elevated by renowned chefs

• Theatrical presentations that spark conversation

• Take-home elements that extend the memory

Fostering Meaningful Connection with Strategic Seating and COnversation Architecture

• Mix internal and external executives thoughtfully

• Consider conversation compatibility over org charts

• Create balanced energy distribution

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

• Open with a powerful welcome that sets the tone

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

• Close with a meaningful toast or takeaway

Best Practices for Flawless Execution:

Pre-Event

• Personal outreach to understand unique guest preferences

• Detailed briefing documents for all partners

• Backup plans for weather and other variables

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

During Event

• Dedicated team member for VIP support

• Subtle service that reads the room

• Flexible timing based on conversation flow

• Documented capture of key moments (see below)

Post-Event

• Thoughtful follow-up with personalized notes

• Share professional photos within 24 hours

• Gather feedback for continuous improvement

• Connect guests who showed specific interest

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

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

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

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

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

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

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

Have a great week and keep it positive!

Gianna

Priceless Events - My secret sauce.

Hi there,

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

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

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

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

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

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

1. Intimate Thought Leadership Gatherings:

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

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

2. Exclusive Behind-the-Scenes Experiences:

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

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

3. Collaborative Philanthropy Events:

   • Hands-on volunteering experiences in exotic locations

   • Impact investment workshops with direct access to innovative social entrepreneurs

4. Bespoke Skill Acquisition Retreats:

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

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

   • Racing exotic cars with professional drivers

   • Heli-skiing, Running or cycling with Olympic athletes

5. Exclusive Preview and Beta-Testing Events:

   • First access to groundbreaking technologies or products

   • Opportunity to influence product development of luxury brands

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

6. Ultra-Personalized Wellness Retreats:

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

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

   • Cold plunging and sauna with gurus

   • Meditation and yoga with influencer gurus in the space

7. Cultural Immersion Experiences:

   • Private concerts with renowned musicians in iconic locations

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

8. Culinary Journey Events:

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

   • Foraging and farm-to-table experiences

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

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

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

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

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

Never Plan An Event Without this.

Hi there!

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

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

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

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

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

1. Set Clear Objectives and Measurable Outcomes:

• Includes/defines the purpose and goals of the event

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

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

2. Scope Clarification:

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

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

3. Target Audience Identification:

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

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

4. Resource Allocation:

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

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

5. Consistency in Communication:

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

• Ensures everyone is working with the same information

6. Risk Management:

• Identifies potential challenges or constraints early

• Allows for proactive problem-solving and contingency planning

7. Team, Stakeholder and Vendor Briefing:

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

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

• Helps in securing necessary support and resources

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

8. Creative Direction:

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

• Guides branding and design decisions

9. Budget Management:

• Provides a framework for cost estimation and control

• Helps in prioritizing spending based on event objectives

10. Post Event Analysis:

• Post-Event Analysis:

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

• Facilitates meaningful post-event reporting and lessons learned

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

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

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

Storytelling is Social Glue

This is most likely the final Gianna’s Gem post before I jet off to Sardinia for my husband’s 50th birthday celebration! I’m sure I’ll have plenty of great Gem material after all the celebratory events in Italy so stay tuned for that in July!

With 50th birthday toasts galore for us these next few weeks, the theme of “storytelling” is on my mind, and it is inherently part of being human, arguably more important as we grow older and wiser with valuable insights to share.

Storytelling is social glue. It’s a social “meme” that has been used for generations to pass along information in a way that people remember more than any other format. 

Storytelling has evolved to be more and more complex in modern times: From movies and TV, events and experiences, startup pitches at events like Tech Crunch Disrupt or Shark Tank, storytelling is a powerful skill and one that not many people do well…but should: It’s a superpower and I wish they taught it in school!

But fear not - today’s Gianna’s Gem is about Storytelling and events - what to do to captivate and engage your audience, and tips for how you and your speakers can prepare.

Ever wonder why TED talks always open with a story? There is a science to this.  Ever hear the story of the Elephant and the Rider?

The Elephant represents our emotional side – vast, powerful, and often driven by instinct. In comparison, the Rider, perched on the back of the elephant, symbolizes our rational mind – analytical, planning, but small relative to the enormous elephant.

There is a secret formula to engagement and that is: Imagine + Feel = Change

This is because the Left Brain gets fatigued by too much data. The Right Brain (aka the elephant) will always win out, so feed the right brain and you will be able to influence attendees.

If YOU are the Speaker, or coaching a speaker, here are strategies for crafting a more engaging presentation:

• When Preparing your speech or presentation: Consider, where is my target audience now? Where do I want them to be after my presentation?  

• Remember to never introduce yourself or give housekeeping notes. There is a cognitive hallowed ground in which to capture your audience’s attention and you want to create a “file-folder” for them to remember you by starting with something they’ll remember like a story.

• Use metaphors: Anyone who knows me knows I favor metaphors and use them often to help convey ideas. Metaphors are awesome because they help the brain link an unfamiliar idea with something more familiar. When crafting metaphors, consider: sports, nature, animals, building, travel, transport, auto, music, games, pop culture, food for ideas that are relatable to all audiences.

• Don’t Be the Hero - Be the Catalyst. Speakers do better with audiences when they’re more relatable and/or share the same goals or struggles as the audience. Many comedians know this secret. If you listen closely, they often begin with material that is self-depracating by design to warm the audience up to them!

• Wrap Data in a Warm Blanket of Emotion: Remember the formula above to evoke emotion if you have to present data. For example - Use a headline to grab attention before presenting data. Or a phrase like “imagine you’re the world’s biggest/richest/smartest xxx”...to get people to feel/imagine before sharing data.

• Consider using a prop to prove a point or grab attention. I recently had the famous swimmer, Diana Nyad speak at a corporate event and she was incredible. You’d think her story (festured recently on Netflix) would sell itself, but she went above and beyond to tell the story so vividly using all the tactics above, including bringing a bugle horn she played to elicit the visual of how early her father used to wake her up in the mornings to swim before dawn. It certainly grabbed our attention and evoked emotion to cement her story into our memories long after the event ended.

Remember - storytelling is the art of creating emotions that lead to memories that drive actions:

Emotion -> Memory -> Action

Storytelling is one of THE most important skilsl for anyone to have.  If you need support in honing your craft, reach out and I’ll help you kickstart your storytelling magic.

The Magic of the 95:5 Rule

Do you have a friend who seems to be able to eat whatever they want when you go out to dinner with them, and they maintain a great physical body? 

I do too…and his name is Garrett, my husband (sorry honey). 

After 15 years being together, I realized his trick is 95% of the time he eats healthy (smoothie for breakfast, salad for lunch), but then 5% of the time, he eats whatever he wants, and he doesn’t hold back, as long as it’s something he really wants and high quality (donut right out of the fryer, mone-made pasta, really stinky french cheese or a perfect woodfired pizza).

And so, he never feels deprived, his health doesn’t suffer, and he enjoys life. That’s what I call the win-win-win, my favorite strategy in life, and especially when planning events for my clients!

So how do you apply the 95:5 rule to events? 

There are plenty of ways, but a few of my gems below to whet your palate (see how I carried the food theme all the way there?!)

Gem #1:

• For those clients / brands who are afraid to take the moonshot, consider ONE bold idea that you want to try that only takes up 5% of the budget and 5% of the total resources that go into planning the event, and test it out while keeping the rest of the event plans similar to how they were previously.
  

• Why this works: First of all, I love science and this is a great way to tease out if a new concept is moving the needle.
  
  If you throw too many new ideas at a tried-and-true method, how will you know which one worked?
  
  Or perhaps too many ideas together will overwhelm your attendees, but just one great idea has the power to capture their attention?
  
  And if it doesn’t work, you’ve only sunk 5% of the cost/budget into this.
  
  I once had an idea to spice up the team-building breakouts in the afternoon by building some nostalgia into the afternoon with “yurts” that served as “breakout rooms”.
  
  We sent the C-level attendees into the yurts with trail mix and the assignment to brainstorm in teams and they loved the intimate camp-like environment so much we had rave reviews about the breakouts, a session that was usually the lowest-rated AND some pretty incredible ideas pitched as a result (probably because people are more creative when you put them in an outside-the-box setting)!

Gem #2:

• If you’re planning an event and wondering where to invest in a paid speaker, consider the two most important parts of an event: The “peak” moment, and the close and if you are paying a speaker, consider these two moments for placement.

• Why this works: If you maintain your speaker budget for 95% of the content by leveraging your internal experts, friends of your Exec team (ask me about how to do this graciously and effectively), and customers, but splurge on a special keynote speaker for the very end, the audience is more likely to remember it as their last impression of you, leave inspired, and in the right emotional state to take action, accept a request for a meetings, etc. (so long as the speaker was good!).

  Not only will the audience be more likely to remember the paid speaker by using them to close the event, but it will also motivate people to stick around until the end of the event rather than leave early.

  I once attended Gwyneth Paltrow’s Goop Health Event and she left the closing keynote in the agenda as “surprise celebrity guests”. I was a new mom and thought I had initially considered leaving the event early, I couldn’t resist the pull of who she might have on stage!

  She didn’t disappoint: It was not one but 3 A-List celebrity friends of hers and it was a peak moment AND the closing! The entire keynote was packed and I ended up sticking around for the afterparty as well because it had me so energized!

  
  Gem #3:

• Let’s close with budget. If you maintain a tight budget for 95% of your experience, you can use the last 5% on something truly magical.
  
  That one truly magical thing will probably make a much bigger impact than spending average budget on a lot of mediocre things.
  
  Example: For a big birthday celebration (let’s just say 40), you keep the food menu pretty standard, but splurge on having a very special vintage bottle of 1983 champagne served. It is an expensive, memorable treat that people wouldn’t usually expect but feels celebratory, and unique plus reminds people of why they are celebrating.
  

• Why this works: It’s ok to splurge occasionally as long as you run a tight ship most of the time. This is true for so many things in life - it just takes restraint, focus, and prioritization.
  
  I like to build some “surprise/delight” budget into my budgets with 5% of the budget held for this so when we get that big idea, we can actually make it happen. By actively cutting back on other costs so you can add surprise and delight, your guests win, and you are still in control. Win-win for the win!

A next-level event doesn't have to break your budget

Hi there!

This past week, I’ve been having a lot of conversations with clients that need help with creating VIP experiences on tighter budgets. Sound familiar? 

Lucky for you, I’m going to share some strategies for “smart luxury” with you in this week’s gems so you can create more of those win-win premium experiences while keeping you on-budget and driving the results you want! 

But first…I love this quote:

“Luxury means just giving more; hospitality means being more thoughtful”.

Take a minute to let that sink in. 

What does that mean? 

Example #1:

• Rather than spending $100 more on caviar for every attendee (p.s. Not everyone even likes caviar), investing in an “event concierge” who will sending a personalized email to every attendee before a special dinner to ask them if they have any special requests, dietary restrictions and also share with them who they can expect to meet at the event, what the format is, and how much you’re looking forward to making personalized intros to them. 

• Why does this work? If you take the time to invest in getting to know your attendees and showing you’re invested in their personal experience, they are
  
  1) more likely to show up
  2) be engaged
  3) remember you
  4) take the action you want them to take after the event…especially if you follow up with a personalized note afterwards!

Example 2:

• Rather than providing fancy but generic gifts for VIP attendees, do a little time “researching” them and their hobbies, families, passions, and personalize a welcome amenity to set the tone for the event.
  
  For example: I once bought out the W Hotel in San Francisco for an event at Google, and they sent up a “blind tasting” wine experience to my room when I arrived since I had recently passed the Court Master Sommelier exam.
  
  They had researched that about me. It was so fun to not feel rushed/stressed when I checked in before the big event, but to have a playful moment where I got to taste wine and guess what they had selected for me (it was a Robert Sinsky pinot gris and yes, I still remember 10 years later because it was so personalized and unique!)
  

• Why does this work? That bottle of wine cost them roughly $30, but the thoughtfulness that they put into covering the bottle, printing out a blind tasting test from the Court master sommelier site, and delivering it with some nuts/olives and a fun note made such an impact on me, I’ve shared this story so many times!
  
  They could have instead sent up a $150 bottle of champagne, but I probably wouldn’t have opened it and also probably wouldn’t have remembered it from all the other bottles of champagne I’ve received. Fancier isn’t always better and thoughtfulness counts!

Example 3:

• Invest in people and training vs “stuff”.
  
  When you go to a fine dining restaurant, they will sometimes research every guest in advance so they can address you by name as you enter the restaurant, have some knowledge about you, and customize the menu to meet your needs.
  
  At Eleven Madison Park restaurant, the staff was trained to listen in to their guests and if they mentioned something like “gosh, I have had such a great experience in New York, but I never got a chance to try a hot dog”, they had a staff on hand who would go buy a hot dog and present it (plated up nicely) as a surprise and delight to the guests.
  
  This hot dog only costs them $5 but you can be sure they felt it was magical and special because the restaurant was listening and cared about hospitality and providing the most top notch service.
  
  Similarly, I was once managing a Google Executive event where we weren’t serving soda in cans to be more sustainable, but I noticed in our event app’s chat one attendee was complaining that he was really craving his afternoon Diet Coke fix. So I went to the nearest vending machine on campus, and bought a diet coke to hand deliver to him with some help from ID’ing him from my Sales leads.
  

• Why this works: People want to be seen and heard from the time we are children through adulthood.
  
  That Google client was so surprised and delighted that we had seen his message and then delivered exactly what he was craving in the moment, that he booked a meeting with our SVP afterwards and ended up closing a major deal! Now the coke didn’t cause the deal to close, but it sure made him stick around the event and had we not gotten him that coke, who knows, he might have left, or at least not have been a happy guest. 

So you see…hospitality is about making your guests comfortable, it’s about anticipating their needs, or listening to them and then delivering a personalized and delightful experience.

It can involve luxurious treats, but doesn’t need to.
All it takes is time, intentionality and good old fashioned hospitality.

If you need more ideas or help with personalized outreach and “event concierge” service, reach out and I’ll help you make some magic happen: calendly.com/gianna-gaudini.

How to Host a Great Virtual Wine Tasting Event

Here’s how to turn COVID 19’s “virtual happy hours” into an elevated brand building event while supporting local wineries and restaurants!

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What would Decantress do?

I formerly moonlit as “Decantress”, a wine-blogger and certified sommelier who spent my weekends galavanting around Napa wine country visiting new wineries and restaurants and sharing my tips with oenophiles around the world. After becoming pregnant and then giving birth to my son, Giacomo, I had less time and desire to focus on wine in my spare time, though it’s still my adult beverage of choice to enjoy socially on the weekends. I’m not sure if you’ve noticed the same, but from a poll I’ve taken among my friends and colleagues, if you’ve been drinking more wine during COVID-19 social distancing, you’re not alone! In an effort to recreate former evening event plans, virtual happy hours have quickly become a global trend, and I’ve personally noticed I’m drinking more wine these days than when I was previously allowed to go out and socialize. It makes sense, because I don’t have to worry about childcare for my son, or driving to/from a social event with time leftover to pick him up from preschool.  This new trend got me thinking...with companies struggling to rethink events in a safe, virtual medium, why not capitalize on this “social trend” to serve a business purpose?

I’ve always found people enjoy a wine-tasting experience. In fact, Napa California is the second most visited locale in California by tourists second only to DisneyLand! There’s something about the experience of swirling, sniffing, tasting, and sharing your uniquely subjective experience of the wine “earthy, ripe peaches, black cherry, rosemary!” that creates an enjoyable bonding experience. And wine has brought people together since the most ancient times. It appeals to those who are highly educated aficionados, and even those who would like to know more about it, making wine-tasting a great universal experience and opportunity for companies to stay connected with their clients.  If you’re looking for a way to bring your clients or potential customers together, build brand love, and offer a learning experience, hosting a virtual tasting is a virtual event I’d highly recommend trying.

I actually have hosted virtual wine tastings in the past, but the reason was not due to a quarantine, but rather as a creative way to introduce a Google product. I’ve always loved coming up with creative ways to introduce a product and make it more relatable or social because it helps people remember it while providing context. When Google Hangouts had just reached the market, I came up with the idea to hold virtual wine tastings at our Google Think event evening receptions. This translated into a recurring theme of proving social utility for the product, by way of demonstration. In order to best convey Google Hangout’s ability to connect people from all over, my catering team set up a conference room with pre-poured glasses of wine, a sheet with tasting notes, and snacks for pairing. Members from my team and I would log into a live Hangout with an engaging sommelier based somewhere across the country (for effect), and the entire room would join in a tasting demonstration, carried out by the sommelier hundreds of miles away. Occasionally, the sommelier would call out to a member in the conference room for their opinion on a particular wine, surprising and delighting the guests who weren’t expecting such a successful two-way dialogue from the product. Everyone had a great time while experiencing a new product in a fun context. The tastings were so successful because the sommeliers would make sure there was a two-way interaction between them and the guests partaking in the experience. We also curated specially themed flights that would appeal to the audience at our event.  Below I’ll share my recommendations for how to host a brilliant virtual wine tasting.

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Select a Theme:

Rather than just select random wines to taste with your virtual guests, come up with a theme that will hopefully lure them in. Here are some thought starters:

• Pinots from around the world (I like to include French pinot (Burgundy), a Sonoma or Monterey pinot Noir, an Oregon pinot noir and an Australian Pinot Noir, which offers a nice variety of styles.

• Old World vs New World wines: Old world wines come from European regions like France, Italy, Spain, Portugal and Germany, while New World wines include the United States, South America, South Africa, and Australia. Old World wines have a distinctly different style and taste than new world which makes them fun to taste and compare side by side, especially if tasting the same varietal.

• Bubbles from around the world (this can include prosecco from Italy, sparkling wine from Napa, cava from Spain, and Champagne from France). Also try different styles like rose, cremant, ulta-sec, etc.

• Different varietals from a certain region or vineyard: Here, you can highlight wines from a region, such as: the Bordeaux Region of France, or you can highlight a special wine portfolio from a wine producer, such as Hamel Family Wines based in Sonoma.

Select a great sommelier:

• An engaging sommelier is also a nice draw to make sure you have a good turn-out. Think about what will appeal to the guests you’re trying to attract.

• Perhaps you can highlight a female sommelier, a sommelier from a famous winery or restaurant, or a sommelier who has their Court of Master Sommeliers Master certification. 

• Make sure that the somm you select is engaging and prepared to ask and answer questions in addition to just leading a formal wine tasting. This will make for a more fun and engaging experience.

Ship the goods & resources to your guests

As a really nice touch, print up tasting note menus that you can mail or email your guests in advance, that they can use to guide their tasting. As a really nice touch (and budget permitting), send your guests a bottle (or small vial) of each of the wines you will be tasting that evening. Make sure you specify that the wines should be “unboxed” only during the live tasting because there’s something really exciting about unboxing a product live.

Select and Practice your platform

Select a live-streaming platform (I like Google Hangouts or Zoom), to generate a code that you can then provide to your users. Encourage them to add it to their calendars, and to download the software in advance if need be. Schedule a “test run” with your sommelier to make sure they look and sound good on the virtual platform and have them log in fifteen minutes before the session is set to go live. That way, if there are any connectivity issues, you still have time to troubleshoot before guests log in for the experience.

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Overall, the experience should last no longer than an hour to hold the attention of your guests, and allow time for Q&A. Encourage guests to share their feedback of the wines and somm either during the live event, or via a post-event survey, so you can ascertain your ROI and feedback for future virtual tastings. You can also consider supporting local wineries or restaurants to purchase the wine, and  offer coupons for guests to use afterwards - a win/win for everyone! If you have hosted a live tasting, and want to share what has worked well for you, I love hearing from you. Cheers!