As we begin the season of sit down events put on to raise money for many worthy causes, I was struck by how many of these events I have attended over the years. Out of the hundreds of events that I have attended, I can count on one hand the ones that have been done well.
The most important component of any event is the food. People are already supportive of the cause, that’s why they are at the gala, dinner or breakfast. The people in the room are involved with the cause just by attending. So what you serve people to eat is critical.
The first rule about food is no matter what you select, it should be good at any temperature; hot, lukewarm or room temperature. With meat that means something that is braised or roasted. Trust me braised short ribs are excellent at any temperature. So is roasted chicken. For a vegetarian entrée, lasagna and eggplant parmesan always work at various temperatures. Fish, with the exception of lox at breakfast or lunch, should be avoided at all costs.
The problem with food selection is that if the organizers have a tasting, they are served in a group of less than 5. Gourmet food can taste great in such a small serving quantity, when the hotel or event space then try to replicate the food for 100, 200 or 1,000 people it does not translate.
Food check. Next is the program. It should be short, sweet and on time. I have been to so many events that have gone on too long. By the time the patrons are asked to give additional money to the organization, they are bored stiff. Not the best time to ask for money. By the way, the ask for donations should be made by a local person who is actively involved with the organization, not some so-called “celebrity.”
While it is important to coordinate the food service with the program, remember people are happy and more attentive after they have eaten. So the program should hit its most serious notes at the end of dinner, not at the beginning. The keynote speech should be about the theme of the event. Otherwise, why have a theme?
With an inaugural or anniversary event, it is about the legacy of the organization. Who were the people that helped make the organization? How has the organization evolved? It should not be about the current board or leaders. It is about honoring the history of the organization.
Food check. Program check. Next is the pre-cocktail party and silent auction. For some reason, all events lock patrons out of the dining room until a certain opening moment. The big reveal isn’t. Most in attendance know what the room is going to look like, what they want is to find their seat. So let attendees do that; quickly. As long as the only bar service is outside the room until the event begins, they’ll make their way back to the lobby in front of the room and also look at the silent auction items. After all who wants to sit in an empty room with no drink service?
Finally, there is parking. Arriving is usually not that bad, but when it is time to leave at most events it’s a hassle. Why not simply raise the ticket price slightly and everyone gets free parking? Then when it is time to leave, the hotel or event space can just raise the gate and everyone can hand them a free parking ticket. Out in a flash.
By following these simple rules, your patrons will have a better experience and will give more money to the organization at the event and beyond. Isn’t that the reason for hosting an event?
STAMPP CORBIN
PUBLISHER
San Diego LGBT Weekly
