Gianna's Gem: How to Take Your Events to the Next Level

Hi there, and happy 2026!

I’m having a lot of conversations with clients who want to take their events to the next level - this is awesome! I love that events are back and there’s a desire to continue to optimize them. I wanted to share some of the secret sauce more broadly with you gems in hopes that it will give you some food for thought as you start planning what your event strategy looks like in 2026…

By now, if you’re reading this, you’ve likely nailed the basics. You’ve got your planning documents lined up, your venue locked in or contract in progress, and you know exactly what your stakeholders need. That’s the foundation—and it’s critical.

But here’s where the magic happens: once the logistics are sorted, the real question becomes

How do you make this event unforgettable?

Because here’s the hard truth: your event can be flawlessly executed down to the last detail, but if your audience walks away bored, disengaged, or—worse—disappointed, you’ve missed a massive opportunity. Usually an expensive one.

The difference between good event planners and legendary ones? They never settle. They push beyond the paint-by-numbers approach and tap into creativity to craft something extraordinary. And that’s exactly what I want to help you do.

1. Master the Art of Surprise and Delight

Here’s my challenge to you: For every event—from intimate birthday parties to massive corporate conferences—aim to surprise and delight each attendee at least once.

The most memorable events are the ones you can’t stop talking about. Science backs this up: our brains are wired to remember novel, surprising stimuli. That’s why you’ll never forget your first trip to your favorite city, but visits five and six blur together.

The element of surprise gives your events that prized place in people’s memories. But I’m not talking about any surprise—I’m talking about moments of delight that make people say

“Well that’s clever!” or “I can’t believe they went to such lengths!”

Real-World Example: While at Google, I faced one of my most stressful requests ever. A top exec who was passionate about aviation wanted to skydive into our executive retreat’s welcome reception. We pulled it off (though it gave me my first gray hairs in my 30s), and the impact was incredible. It showed his human, playful side and got attendees excited in ways no icebreaker ever could. I still remember him showing me how he had to duct tape his loafers to his feet since he forgot to change into his sneakers - talk about a humanizing and humorous exchange after such a daring feat!

Another time, when Google’s self-driving cars were brand new, we secured test drives for our event—but could only accommodate a handful of people during lunch. To make it equitable, I hid golden tickets Willy Wonka-style under random seats. Before lunch, we announced everyone should check their chairs. Nobody felt left out because it was completely random, and the lucky winners had an unforgettable experience.

2. Create Smooth Transitions (Adults Are Just Tall Toddlers)

If you have kids, you know how challenging transitions can be. Here’s a secret: adults aren’t much different. You need to give them compelling reasons to move and make the transition enticing.

My wedding story: At a certain point during cocktail hour, my dad appeared brandishing a real saber. Everyone wondered what was happening as he corralled guests for the toast wielding what was more or less a sword. Then he raised the “sword” and used it to saber a champagne bottle—distributing champagne to guests in glasses bearing their table numbers. A potentially awkward transition became one of the wedding’s most memorable moments - the male guests couldn’t stop talking ot my Dad and asking questions about how he learned this trick.

Other transition tactics:

• Hire a local marching band to parade attendees into the general session

• Use a sleight-of-hand artist as a “Pied Piper” to lead people to the next venue

• Play energizing pump-up music or make dramatic announcements

• Deploy food (the ultimate motivator)—ice cream carts, churro stations, popcorn, anything mobile that people will follow

The golden rule: Always pull your audience toward the next experience. Never push them.

3. Eliminate Pain Points Before They Happen

Great events anticipate attendee needs before they arise. This means thinking through every possible friction point in the attendee journey.

Start with the basics:

• Clear signage (people shouldn’t have to search for anything)

• Comfortable seating (invest in quality chairs for long sessions)

• Temperature control (always err on the side of slightly cool)

• Accessible power outlets and WiFi that actually works

• Dietary accommodations clearly labeled and plentiful and strategically placed to minimize wait time and lines

• Quiet spaces for people to meditate and recharge

Pro tip: About a week before your event, conduct a deep-dive attendee journey audit. Walk through every single touchpoint and ask:

“What could go wrong here? How can we make this smoother?” It’s not always fun, but it works. Every. Single. Time.

4. Design for All the Senses: 

The best events engage all five senses, not just sight and sound.

Sound: Give your event its own soundtrack. Background music during arrivals can energize or calm attendees. Walk-on music for speakers sets the tone. Think about how music transforms movies—your event deserves the same treatment.

Smell: Hotels spend millions on signature scents. You can use fresh pine to invigorate, or fresh-baked cookies to lure people to your booth. I’ve even created signature scents for events and given take-home candles to guests.

Taste: Food creates powerful emotional responses. Ask yourself: Do I want energizing food? Comfort food? Communal sharing? I once attended an evening keynote where guests were served champagne and caviar as they entered the general session—immediately setting an elevated, celebratory tone for the entire conference.  I’ve also had wild success with cooking demos that captivate the senses and also are great at team building (like baking bread or making pizza in a woodfired oven).

Touch & Sight: Consider everything from the texture of materials to lighting that shifts throughout the day. These details compound to create an immersive experience that feels luxurious, relaxing, brings the outdoors in, or sets the right tone you’re evoking.

5. Evoke Intentional Emotions

Speaking of evoking - Surprise and delight should be first on your priority list, but they can’t be the only emotions your attendees experience. The best planners understand how to tap into the full range of human emotions.

Remember: Actions are inspired by emotions. If you want attendees to follow through on your call to action, identify what you want them to feel—this will influence what they think and do.

Nostalgia is incredibly powerful. Sequoia’s camping-themed CEO retreat taps into summer camp memories. WIZ’s booths always feature nostalgic references like Blockbuster video or a Sleepover party. Salesforce’s Trailhead events use camping themes complete with animals and projection-mapped waterfalls. When I need to evoke nostalgia, I host s’mores-making dessert receptions around a campfire—it reminds people of storytelling as kids and helps them bond.

Excitement and celebration can be created through unexpected elements—like that champagne and caviar entrance I mentioned earlier.

Trust and comfort are built through clear communication, comfortable spaces, and attention to attendee well-being.

The Bottom Line

Taking events from good to legendary isn’t about having a bigger budget or more resources. It’s about never settling for good. It’s about thinking beyond the checklist to create moments that surprise, transitions that delight, and experiences that engage all the senses.

Start with one thing. Pick one element from this list and implement it at your next event. Then build from there. Excellence isn’t built in grand gestures—it’s built in the accumulation of small, intentional choices.

The secret to life-changing, maybe even world-changing events? Simplify how much you’re doing, and take the RIGHT moments from ordinary to extraordinary. 

And now you’ve got a few techniques to do exactly that.

XX,

Gianna

What I’m loving this week: And as a reminder, you can find all my favorite partners and products here.

Inspiration for the new year from the soul: I met David Fischette at a BizBash Leaders Summit in Puerto Rico several years ago and was instantly drawn to his energy. He has a style and charisma about him that is magnetic and we went on to become industry friends and partners. I was thrilled to purchase his first book which is the perfect antidote to the winter doldrums - a bone broth for the soul. Hello, Fine Friends is a collection of real-life reflections, with each short chapter capturing a moment of wonder, gratitude, vulnerability, or revelation — the kind that often passes unnoticed in the rush of life.

This book is a companion for the quiet moments, which I am embracing in January — a collection you can open anywhere and always find something that meets you right where you are. Every story stands alone, yet together they reveal a journey of creativity, friendship, and personal growth. Each piece invites you to pause, reflect, and ask yourself how you might see, feel, or respond differently in your own life. These are simple stories about ordinary days, offered in hopes that they might spark extraordinary thoughts.

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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.

Interested in having your product or venue featured in Gianna’s Gems? Reach out at gianna@gaudini.com