Best Way To Ruin an Event Before It Starts

There’s a common mistake in event planning that almost no one talks about.

They don’t feed people soon enough.

I’ve been to all sorts of events. Vogue weddings, presidential talks, galas, movie premieres. Most follow the same script: gather the guests, run the program, serve the food last.

This is backwards.

People don’t connect when they’re uncomfortable. They don’t listen. They’re just waiting.

The best events flip the order. The only group I’ve seen get this right consistently is Jewish weddings. You walk in and the food is already out. A lot of it. Not the small, cucumber wrapped toothpick bites. Platters of lamb chops. Mountains of rice. Meats. Immediately, people are relaxed, talking, present.

At 3i, we host over 150 events a year. We try to remember this: feed people early.

My view is that hospitality isn’t about the big moment. It’s about how you make people feel in the first five minutes.