Special Events | Spring 2025

2024 State of the Industry

EXCLUSIVE: When disaster strikes with no time to lose (p. 60)

SPRING 2025

Trend Guide CS+TSE 2025

A NEW ERA OF ENTERTAINMENT P. 12

THE TOUGH SUBJECT OF TASTINGS P. 24

THIS ISSUE SPRING 2025

VOLUME 43 NO. 1

COVER STORY

COVER STORY 32 CS+TSE 2025 TREND GUIDE The most in-demand aspects of the event world today FEATURES 38 A BIG THANKS

Thanks to the sponsors who made our show possible SCENES OF AN (ALMOST) EVENT DISASTER Why your team makes or breaks your success

60 BEHIND THE

COLUMNS 04 Editor’s Page Bon Voyage to a beloved industry figure 64 The Last Word Why transformation is the best conference takeaway DEPARTMENTS 06 Conference News Another successful show in the books 08 Business of Events How social media can warp event planning expectations

10 Marketing & Media How smaller weddings are reshaping the event marketing funnel 12 On Trend A new era in event entertainment 20 Tech Talk Tech trends spotted at CS+TSE 22 Confetti Inside a Gala Award-receiving theater- inspired wedding 24 Food for Fetes The tough subject of tastings 62 Steal This Get inspired with these artistic floral arrangements

ON THE COVER: An elegant, mysterious greeter from Vamos Events met attendees at CS+TSE’s Connect Social event. Turn to page 32 for the top trends seen at this year’s show.

SPECIAL EVENTS SPRING 2025

Big Ideas, Bold Moves.

Join the industry’s best caterers and event planners for 4 days of inspiration, innovation, and connection in the heart of LA.

Secure your spot. The future of catering & events starts here!

MARCH 2–5, 2026 LOS ANGELES, CALIFORNIA

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EDITOR’S PAGE Bon Voyage

For those of you who have been in the event industry for a while, you probably know my boss, the fabulous Melissa Fromento. She is that no-nonsense blond hurricane with the dangly earrings and blue eye shadow that has been bustling around (especially) The Special Event for decades. While I’ve been with the company for over 11 years now, she served for 35 (!!). She became my supervisor in December 2019, right as the year was turning to 2020. That year, 2020—not only was it our very successful pandemic show in Las Vegas, which bowed the Thursday before the world shut down—but she also received the Steve Kemble Leadership Award at our annual Leadership Luncheon. I have never seen anyone more surprised when her name was announced, but she gracefully managed an acceptance speech that was filled with warmth and humility. Actually, as I write this, Melissa will be my boss for just a few more days. Wouldn’t you know it, but she decided to retire on March 31, opting to literally “sail off into the sunset” as she embarks on a new chapter of her life, with cruise shipping a huge part of her agenda for 2025. I wanted to write about Melissa today, because it’s a fact that the kind of leadership you have on the job can make or break your experience. It can determine whether you look for new opportunities or keep yourself happily planted. All I know is that I’m not the only person who would follow that lady to the ends of the earth in search of a new way of creating a customer experience, while (of course) keeping an eye on the bottom line. So, bon voyage, my dear colleague and friend. Retirement is sweet when you leave a legacy.

Kathleen Stoehr Director of Community & Content Strategy

WEBSITES specialevents.com catersource.com informaconnect.com/catersource-thespecialevent/

CONTRIBUTORS Meghan Ely, Scott Frankel, Katie Mast, Christie Osborne, Chris Weinberg

Director of Community &

Content Strategy Kathleen Stoehr, kathleen.stoehr@informa.com Content Editor Amanda Nicklaus, amanda.nicklaus@informa.com Senior Content Producer Amber Kispert, amber.kispert@informa.com Director of Design Sarah Kolcheck, sarah@nxtgennetwork.com Sales Director Michael Lindahl, michael.lindahl@informa.com Sales Account Executive Kevin Hacke, kevin.hacke@informa.com Ad Operations Specialist Lauren Loya, lauren.loya@informa.com

Special Events magazine is published quarterly by Informa Connect Foodservice Group, 650 Third Ave, 22nd Floor, New York, NY 10158. Subscriptions: Go to specialevents.com and sign up to receive Special Events’ quarterly issues and/or monthly e-newsletter products. Reproduction in whole or part without written permission prohibited. ©2025 Informa Connect Foodservice Group. All rights reserved.

SPECIAL EVENTS SPRING 2025

Leading Caterers of America (LCA) is comprised of the top caterers and event venues in the United States and Canada . When you need a caterer to make your next event exceptional, perfect and delicious, choose an LCA caterer.

Planning something special? Let the best of the best in all things events be your guide.

Nonprofits Galas and fundraisers are key to the success of most charitable organizations. With a focus on achieving positive financial and membership goals, the LCA is highly attuned to the needs of charities. The LCA is a great resource for all of the necessary components to make nonprofit events successful.

Corporate LCA specializes in corporate events of all types - marketing, celebratory, client related, employee morale, and others. Whether held in the host’s facility, or in an off-premise location, LCA members are able to deliver a high value corporate event experience.

Weddings At its collective portfolio of some of the most desirable wedding venues in the United States and Canada, the LCA caters many thousands of weddings annually. Most LCA members have dedicated wedding specialists on staff to ensure this most important day is executed flawlessly, no matter the level of complexity.

Social Bar and bat mitzvahs, First Communions, quinceañeras,

retirements and graduations, and even funerals are all important life cycle events. Superb food and service are crucial to making these events special and memorable, and the LCA is a perfect resource for those products.

Photo courtesy Tim Tab Studios and Catering by Michaels

Photo courtesy Blue Plate Chicago

Photo courtesy Tim Tab Studios and Catering by Michaels

Elite talent. Unbeatable service. Right where you need it. Find an LCA caterer in your region!

SOUTH Florida, Georgia, Louisiana, North Carolina, South Carolina, Tennessee, Texas, Virginia

MIDWEST Illinois, Indiana, Kansas, Michigan, Minnesota, Nebraska, Ohio, Wisconsin

WEST Arizona, California, Colorado, Hawaii, Maine, Nevada, Oregon, Utah, Washington

EAST Connecticut, Maryland, Massachusetts, New Jersey, New York, Pennsylvania

Photo courtesy Zilli Hospitality Group

Photo courtesy District Events & Catering

Photo courtesy Mandee Rae Photography and DSquared Hospitality

Photo courtesy Kelsey Travis Photography LLC and Partyman Catering

Learn more at LeadingCaterers.com • info@leadingcaterersamerica.com

Next year we’ll head to Los Angeles! Photo courtesy Los Angeles Convention Center

CONFERENCE NEWS

Conference Updates: Another Successful Show in the Books

Mark your calendars for Los Angeles!

That’s a Wrap! Catersource + The Special Event 2025 wrapped up an amazing week in Fort Lauderdale at the end of February! Thank you to everyone who joined us—or partnered with us—for inspirational keynotes, educational sessions, exciting tradeshow activities and competitions, and our ever-beloved evening events! The events industry is made up of incredible individuals who form a strong community, and we are so honored to host the gathering of those who make gathering special.

Join Us in Los Angeles, CA Of course, now that this year’s event is over, it’s time to prepare for next year! Our team is already deep into planning for a week of stellar learning, networking, and opportunity next March 2–5, 2026 at the Los Angeles Convention Center. Mark your calendar and get ready to join us in the City of Angels! Be a Part of Catersource + The Special Event 2026 Have a topic you’d like to share with your peers? Call for Speakers is now open for Catersource + The Special Event, which will be in Los Angeles March 2–5, 2026. Go to https:// informaconnect.com/catersource- thespecialevent/ for conference information, or https://tse2026.c4p. catersource.com/ to pitch a session topic. We can hardly wait to hear from you!

Attendees closed out the week at the Closing Night Celebration, “Legends and Luminaries,” a nod to the exceptional figures shaping the event and entertainment industries. Photo courtesy Ivan Piedra/AGNYC Productions, Inc./SpotMyPhotos

SPECIAL EVENTS SPRING 2025

Gala Awards Now Open It’s once again time to celebrate the best of the best! Submissions are now being accepted for the Special Events 2026 Gala Awards! We invite you to submit your best work from the past year. Join in the excitement and the spirit of our industry as we celebrate the hard work and exceptional accomplishments of our peers. Head over to our website to see this year’s Gala Award finalists . Stay Tuned! Over the next few months, we’ll be rolling out recaps of our 2025 conference and tradeshow on our blog and social media. Make sure you’re signed up for our newsletters to stay up to date!

The ACE, Gala, and CATIE awards ceremony featured a performance by The Jewel Tones (Backbeat Entertainment), who threw it back with Motown classics. Photo courtesy Ivan Piedra/AGNYC Productions, Inc./SpotMyPhotos

Opening Keynote Speaker Will Guidara spoke on the power of unreasonable hospitality. Photo courtesy Ivan Piedra/AGNYC Productions, Inc./SpotMyPhotos

Innovative trends for venues: Strategies to maximize group bookings Did you know nearly half of event planners (49%) will seek unique event venues in 2025?

Download our latest eBook to discover the shift in sourcing behavior among planners and learn how to enhance your venue's visibility. Plus, find out how stadiums, country clubs, and entertainment venues are capitalizing on the interests of event planners.

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BUSINESS OF EVENTS

The Digital Mirage: How Social Media Can Warp Event Planning Expectations

By Meghan Ely S ocial media is arguably one of the best ways to grow your business, establish your brand, and connect with potential clients—you virtually (pun intended!) can’t go without it to run a successful event company. However, social media can also, in turn, work against event pros in the sense that it can spread misinformation and shape unrealistic expectations in the eyes of your target audience. Pinterest, Instagram, and TikTok are all wonderful for exposure, but rarely do they show the full picture of budgets, vendor capabilities, and attainable aspirations versus those AI creates. Let’s start with common misconceptions The fact is that most event clients haven’t planned a large-scale celebration, and social media is where their knowledge often begins and ends. It can be great for crafting a general idea of their preferences, but their perception of getting from point A to B will likely be skewed. According to Brittany Branson of By Brittany Branson, a lot of the disconnect is due to budgeting. “I definitely believe the number one misconception is always about cost. There’s quite a disconnect between cost education directed at couples

verses the caliber of events these platforms promote. For example, so many major outlets continue to tell couples that the average wedding in the United States runs about $33,000. However, you’ll rarely see those same outlets share images from a wedding with that total cost, let alone take major differences in geography or regional culture into account. Understandably, it’s frustrating for couples, and that frustration is then re-directed at us event professionals.” Another big misconception is that every wedding or event is extravagant and over-the-top, when in reality, clients are just seeing the highlights on social media. Dominic Fournier of The Wedding Duo notes, “If a couple sees event highlights on social media, they might be misled into thinking their wedding is less than everyone else’s event. When the truth is, wedding professionals tend to capture every aspect of the big, beautiful, high- end weddings, and that’s what they post, but they probably do just as many weddings at the church hall, VFW, or local gym.” What happens when the budget and the vision don’t match So, let’s say a client has pulled inspiration from social media for their event but doesn’t necessarily have the budget or resources to achieve the vision. What can you do

Trends have come such a long way in the world of events, but understandably, they aren’t always communicated realistically on social media.

SPECIAL EVENTS SPRING 2025

to meet them where they are and pull off an event they’ll love? Kevin Dennis of Fantasy Sound Event Services shares, “Instagram and Pinterest can be a great source of inspiration for an event, but what you see online is not always realistic. Clients are often only exposed to large productions or celebrity-level events on these platforms. Therefore, it’s our duty as creative partners to educate and provide our clients with alternative solutions. Asking for their budget and inspiration photos ahead of time will allow you to plan for those solutions that give a similar feel but fit within their budget. You never want to tell a client ‘No,’ but be transparent about what is achievable. Use this as an opportunity to highlight personal touches and unique highlights that will make their event special without replicating expensive trends.” Branson also suggests digging into the client’s “why.” “This is a lesson we delve deep into in the arts and humanities. People rarely often say they ‘like’ something just for the sake of liking it. There’s always a deeper ‘why.’ They often just don’t have the vocabulary (or were never taught) to describe their ‘why.’ For example, if a client pulls a picture of ceremony aisle florals and claims

they love it—why? By asking better questions, an event professional may discover the client loves that inspiration because of smaller, more tangible details (that may ultimately be within budget).” The hard truth: when is someone just not a fit? Unfortunately, despite your best efforts to educate a potential client and trying to blast some common misconceptions before they even arrive in your inbox, there are still going to be those that won’t be a good fit. Here’s the difference. According to Dennis, “Clients who resist compromise or become too fixated on a specific idea can be a red flag. These clients may present high-budget inspiration without providing transparency about their actual budget. You may see unpractical expectations for décor and setup that a vendor cannot

accommodate or be too fixated on replicating a social media trend. It can be difficult to help a client who is dismissive of professional advice or creative alternatives. Recently, the popularity of AI-generated images has further fueled these unrealistic expectations, so assisting clients in understanding what works and what doesn’t is beyond crucial.” Trends have come such a long way in the world of events, but understandably, they aren’t always communicated realistically on social media. Planning is tricky enough from a professional perspective, so setting the record straight regarding expectations is an incredibly important step in the process! Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker and a self-professed royal wedding enthusiast.

Special Events Media Facebook: SpecialEventsMedia Special Events Media LinkedIn: Special Events Media Special Events Media Instagram: @specialeventsmedia Special Events Media YouTube: @CatersourceandTheSpecialEvent Follow Special Events on Social Media!

SPECIAL EVENTS SPRING 2025

How Smaller Weddings Are Reshaping the Event Marketing Funnel MARKETING & MEDIA

By Christie Osborne T he wedding market grew 4% this year, but couples are inviting fewer guests—and spending more on each one. According to The Wedding Report, guest counts are trending down while per-guest spending is rising on attire, photography, and premium experiences. This isn’t about budget cuts. It’s a shift in values. Smaller weddings reflect a focus on quality, personalization, and meaning. And that shift is changing more than just the celebration—it’s changing how couples shop for vendors, make decisions, and move toward booking. Smart event pros are rethinking how they attract interest, follow up, and guide couples toward “yes,” because the path from “just looking” to “ready to book” isn’t what it used to be. Getting found is easy— getting chosen is harder After years of uncertainty, attracting attention is getting easier. Ads are driving traffic. Social posts are getting engagement. Your website is showing up in search. In short, couples are finding you. But being found isn’t enough.

Today’s couples are slower to reach out—and even slower to commit to a consultation. They want control, time to research, and space to decide at their own pace. That makes the step between inquiry and booking the most fragile part of your process. From working with vendors across the industry, I’ve found these three numbers reveal the true health of your booking journey: • Awareness to Inquiry Rate: If people are seeing you but not reaching out, then your message may not be clear, compelling, or relevant enough to inspire action. • Inquiry to Consult Rate: If they’re inquiring but not committing to a conversation, then your follow- up may need to build more trust, clarity, or urgency. • Sales Rate: If the sale isn’t happening, no amount of marketing can fix it. Each step builds on the one before it. Visibility only matters if it leads to action. Inquiries are just the beginning—you still need to turn interest into conversations, and conversations into bookings. When you know where things are working—or stalling—you can make smarter, more focused improvements that actually move the needle.

Smaller weddings aren’t a

setback— they’re an opportunity.

SPECIAL EVENTS SPRING 2025

• If you’re getting lots of inquiries but not bookings, revisit how you’re communicating value—it may not be as clear or aligned as you think The better you understand what’s working, the easier it is to shape your website, conversations, and offers around what actually moves people to book. The way couples book is changing—are you keeping up? Smaller weddings aren’t a setback—they’re an opportunity. A chance to work with couples who value meaning over excess and to build a business that’s more sustainable, personal, and profitable. But that only works if your process evolves alongside your clients. Couples are more selective. They expect more clarity, trust, and alignment from the start. You don’t need to chase more leads— you need to make the most of every inquiry, every reply, every conversation. This isn’t about doing more. It’s about doing what you already do—better. Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as on Wed Altered, Rising Tide Society, WeddingIQ, and NACE’s industry blog. and leads. Christie is a national educator with recent speaking

Fewer guests = higher stakes When weddings averaged 150+ guests, there was more room to rely on standard packages and built-in margin. But with guest counts shrinking and spending focused on fewer, more meaningful elements, every decision feels weightier to the couple—and more valuable to you. That means: • Every inquiry matters • Every follow-up must feel personal • Every offer should be positioned as the right fit, not just a list of features It’s easy to assume you’re losing bookings to competitors—but more often, the real issue is confusion, hesitation, or a lack of connection. To stand out: • Speak to what couples care about—values, experience, emotional impact • Make your details easy to understand—no vague pricing or buried FAQs • Don’t assume ghosting means indecision. Many couples book elsewhere and just don’t say so. A kind, simple check-in can bring clarity and free up your time When fewer people are reaching out, you can’t afford to let strong leads fade without thoughtful follow-up.

What you can improve to book more clients In product-based businesses, it’s easy to test and measure results. But in the event industry, disconnected systems and human conversations often make clean data hard to come by. Still, you can apply a mindset of continuous improvement. Even without perfect tools, you can: • Track where inquiries come from • Look for delays or drop-offs in your follow-up • Test small changes—subject lines, form fields, or first replies When you focus on turning interest into action—not just chasing more traffic—you build a business that’s more reliable and resilient. Focus on what’s working—and do more of it You don’t have to offer everything. The smartest move is refining your services around what books consistently, feels good to deliver, and attracts the right clients. Here’s a simple gut check: • If something books easily and runs smoothly, do more of it • If something takes tons of effort and rarely sells, rethink or reposition it

SPECIAL EVENTS SPRING 2025

A helium balloon performer lifts into the air at an event by MC&A DMC. Photo courtesy Brian Dennehy

ON TREND

A New Era IN EVENT ENTERTAINMENT

SPECIAL EVENTS SPRING 2025

Exciting new trends to incorporate into your events this year By Amanda Nicklaus

I f there’s one word to sum up the way events changed after the pandemic, it’s immersive. We’ve seen the ways that attendees crave exciting, interactive experiences that completely engulf them in another world for the duration of an event. Driving that immersive experience is event entertainment. “Stand-alone live entertainment has become a bit passé,” observes Sebastien Centner (Eatertainment Events & Catering), “and it is now moving toward live entertainment that is more interactive or has more elements like integration of food items or immersive environments. Guests no longer want to be passive observers—they want to engage, and they want to feel transported.” Today’s events are wrapped in a variety of eye-catching, total-sensory features, giving attendees an experience that engages them from the second they step through the door to the moment they pack up their party favors. Here’s how you can use the latest entertainment trends to delight your attendees. Musical endeavors One of the most obvious forms of event entertainment is music, but if you’re imagining a simple DJ set in the background, think again. Live music is back in a big way, and today's entertainers provide unique, interactive experiences— stepping off the stage to interact with guests, roaming through the venue with instrument in hand, even customizing the playlist to fit

An electric violinist hyped up the crowd that gathered for the Opening General Session at Catersource + The Special Event 2025. Photo courtesy Ivan Piedra Photography/AGNYC Productions/SpotMyPhotos

the guests’ specific taste—which sometimes means adjusting the music on the fly. “Customization is a big deal,” says Craig Peterman (Craig Peterman Photography & Videography). “Couples want live bands to reflect their personalities, so you’ll see a band transition from playing a classic Sinatra tune during cocktail

hour to a high-energy Bruno Mars dance set at the reception. The ability to adapt to the crowd has become a key selling point.” Many event planners even provide surprise and delight by bringing in top-tier headliners that remain secret until their performance begins. As far as the performers themselves? “I’m seeing an increase

SPECIAL EVENTS SPRING 2025

ON TREND

in large bands with 10 to 15 members,” says Nicole Chan (Nicole Chan Photo & Video). Larger bands make a statement and increase the energy. So do unexpected musical pairings. “Think electric violinists performing with house DJs or saxophonists adding a live element to a club-style atmosphere,” says Centner. Classic music is also back in style. Vijay Goel (440 Elm) notes, “We are seeing more of a throwback to music that would have been played in the clubs in the 20s–50s—jazz, singers, bands— more acoustic and more of a focus on elegance and classics.” It’s not just throwbacks, however; cultural fusion is also on the rise, combining musical styles from around the world. Finally, weddings commonly see officiants doing double duty as emcees, guiding the event from one portion of the night to the next. As far as visual performances, aerial balloon dancers, who perform suspended in the sky lifted by helium balloons, are also on the rise (no pun intended). Interactive music and stunning visual performances can bring the event to life and increase engagement with guests. Captivating food & beverage One aspect of events that has grown increasingly entertaining is food and beverage. Much of the general population identifies as a “foodie,” a term that these days largely has to do with being a “food hobbyist,” as an article from Tasting Table puts it. What this translates to in the world of events is attendees who expect to be wowed at every turn, presented

with highly creative or even obscure food offerings, proffered in the most interactive ways. Indeed, immersive dining is on every caterer’s mind, engaging all five senses of the diner. Menus are tied into larger event themes, catering staff costumed and playing the part. “We're seeing more creative passed apps and station experiences, including smoke, dry ice, sparklers, and sensory elements ,” says Goel. "Dining is no longer just about eating—it’s about experiencing,” says Centner. “Guests want meals to be an extension of the event theme, and interactive food stations, tableside presentations, and chef- led culinary experiences are taking center stage. “At Eatertainment, we often incorporate performance elements into dining, whether it’s a chef smoking mushrooms in front of guests or a cocktail mixologist creating personalized drinks with molecular elements. People love food that engages their senses beyond taste alone.”

SPECIAL EVENTS SPRING 2025

Roaming food stations and theatrical action stations incorporate F&B throughout the entirety of the event. “I photograph many multicultural Asian weddings, and I’ve seen bubble tea bars becoming increasingly popular,” notes Chan. “Guests love the experience of making their own bubble tea and adding custom toppings like lychee jelly, coconut jelly, and black sesame boba. Custom fortune cookies have also been a fun and personal touch at these weddings.” (Clockwise starting at top left) A saxophone brought style to an 8-piece band at the 2025 Opening Night Party. Photo courtesy Ivan Piedra Photography/ AGNYC Productions Inc/SpotMyPhotos; In their session Pop Culture's Influence on the Industry, Miro Diamanté, DMCP and Kate Patay noted the up-and- coming popularity of synchonized swimmers as event entertainment. In this photo: swimmers at an event by Cirque Berzerk. Photo courtesy Ptaufiq Photography; Glow-in-the-dark popcorn wowed attendees at the Opening Night Party. Photo courtesy Ivan Piedra Photography/AGNYC Productions Inc/SpotMyPhotos; A wine trike by Cirque Mechanics served attendees with dramatic flair at this year's Closing Night Celebration. Photo courtesy Ivan Piedra Photography/AGNYC Productions Inc/SpotMyPhotos

SPECIAL EVENTS SPRING 2025

ON TREND

Amping up with tech

Technology largely contributes to entertainment in the modern event world. Whether a centerpiece of the soiree, like fireworks and drone shows, or a small feature threaded throughout the affair, tech is everywhere, bulking up event entertainment and pulling attendees into engaging moments. “Technology is at the forefront, offering cutting-edge entertainment like virtual reality, augmented reality (AR), and interactive tech installations that engage guests in unique ways,” says JC York (Classic Entertainment / Wise Guys InterACTive). One form of installation is social media ops. According to Centner, “Events now feature entertainment designed to be shared—photo booths with unique backdrops, TikTok-friendly performance moments, and digital art installations.” Peterman agrees. “Photo booths with modern features like GIF creation or augmented reality offer creative take-homes for guests, while live streaming ensures loved ones who can’t attend feel included.” Take, for example, the interactive photo booth at “The Queen’s Ball: A Bridgerton Experience,” an immersive popup themed after the hit Netflix show Bridgerton . Instead of using a simple photo booth, attendees posed for a photo which was edited by fast-acting tech to transform the picture with oil painting effects, directly tying into the event’s theme and elevating the photo booth experience. Indeed, AR, VR, and AI add flair to events. “Projection mapping transforms spaces instantly, AI- generated music adapts to the mood of an event ... Augmented

(Top and above) Foraging is a popular immersive form of entertainment that connects attendees to their food. Shown here: First Nature Tours brings attendees out on a forage and then makes a meal of the gathered ingredients. Photo courtesy First Nature Tours

them. “I had a couple who were passionate about mushrooms and foraging, and their salad course was designed to represent a nest of mushrooms with a tiny quail egg,” says Chan. “Thoughtful and interactive dining experiences like this make the meal a memorable part of the event.” Eating and imbibing should provide active entertainment that threads through the whole of the event, making dining a chance to reinforce the larger event themes.

Caterource + The Special Event featured some unique food and beverage stations this year, with Flavour Blaster bubble cocktails, Chinese takeout, deconstructed lobster BLTs—even a glow-in-the- dark popcorn station! Attendees loved the unique, photo-worthy F&B stations because they were micro- experiences within the larger events themselves. Foraging is becoming popular, too, and even if the menu doesn’t use foraged elements, it can allude to

SPECIAL EVENTS SPRING 2025

The Queen’s Ball: A Bridgerton Experience let fans sit for a photo that was quickly edited to look like an oil painting. Photos courtesy Federico Imperiale

reality is also becoming more common, allowing guests to interact with digital elements in a real-world setting,” observes Centner. Holograms are gaining popularity as well and come in many forms—last year at Catersource + The Special Event, for instance, the Main Stage featured holograms of drummers performing in rhythm together. This year, they made an appearance at the Closing Night Celebration, projecting the Special Events Lifetime Achievement Award recipients of the past in a virtual hall of fame. Combining tech elements can create even more intriguing entertainment. “We're seeing drones, robots, and computers syncing increasingly, joining what used to stop at AV or replace pyrotechnics,” says Goel. “The increasing ability to coordinate and time elements is bringing in light, triggered sensations, and music.” Cold sparks are another popular touch added to events. “One exciting element I’ve seen is the use of cold sparks, which add a dramatic and visually stunning effect to key

moments of an event,” adds Chan. Let’s not forget that robots are on the rise, too. “Robots are becoming a staple at events, performing tasks like guiding guests, delivering food or drinks, and even participating in performances,” says York. “These high-tech helpers bring an innovative and fun element to any event.” The Closing Night Celebration featured a robotic arm cocktail server, adding a fun wow factor to the simple act of serving

beverages. Attendees want to be wowed, and whether cutting-edge or simple yet effective, tech is the key to keeping eventgoers entertained. “Technology is no longer just a tool—it’s an integral part of entertainment,” says Centner. One note: “The key is using technology to enhance, not overshadow, the human element of an event.”

A hologram projection of Steve Kemble at the Closing Night Celebration 2025. The hologram fans flipped through photos of past Special Events Lifetime Achievement Recipients. Photo courtesy Ivan Piedra Photography/ AGNYC Productions Inc/ SpotMyPhotos

SPECIAL EVENTS SPRING 2025

ON TREND

The cost of being entertained

Going all-out with entertainment is one thing, but your client's budget might be another. How much can you justify incorporating the latest and greatest entertainment? Turns out, a lot. Instead of viewing top-tier entertainment as a cost, it can be beneficial to view it as an investment into both the event and your brand. “The return is in engagement. The right entertainment can make an event unforgettable, increase brand impact, and enhance guest satisfaction,” Centner says. “The key is prioritizing entertainment that aligns with the event's goals and delivers the best value for the experience. These types of additional costs are sometimes offset by savings too.” For most planners, the benefits are worth the cost, and in today’s climate, where clients want their event to be more memorable and photo-worthy than their neighbors’, it’s easy to see the ways that paying a little more has exponential impact on the event’s outcome. “Ultimately, these trends can be worth the extra cost if they align with the event's goals and the client’s vision, enhancing the overall experience and leaving a lasting impression on attendees,” says York. “However, it's important to plan and budget carefully to ensure the investment delivers the desired impact.” If, however, the budget really doesn’t allow for the latest wow- factors, there are workarounds. “Not everything needs to be over- the-top or come with a high price tag,” says York. “While the latest tech trends are exciting, there's also a resurgence of budget-friendly

Tianyu Arts & Culture is known for their installations of intricate lantern sculptures, which tell a story and engage event goers. Photo courtesy Melissa Blackall

“The future of event entertainment is all about engagement, personalization, and storytelling.” —Sebastien Centner

options that are just as impactful. A single themed character, a talented DJ, or interactive activities like trivia can make a big difference without breaking the budget.” Do your research Before you go and hire a 15-piece band, there are a few things to consider when incorporating these entertainment trends into your events. First, make sure your audience will resonate with the trends. “Understand the event’s goals and the client’s expectations,” says York. “Communicate this clearly to the performers or entertainment team to ensure everyone is on the same page.”

SPECIAL EVENTS SPRING 2025

were lit on fire; vows triggered thunder and lightning; vows flew into the sky on a wire...it was really something that turned speeches into a performative experience that showed some fun interactions of the couple and shared their story in a dramatic experience. It was really next-level and authentic while being over the top!” Keep it novel Today’s attendees want to be surprised, delighted, and wowed—meaning novelty and experimentation can go a long way in your events this year. “Entertainment is becoming more experimental, mixing various art forms and performance styles in ways that surprise and engage,” says York. “These performances often push boundaries and challenge expectations.” Gone are the days of one or two standard performances. In 2025, events offer a chance for attendees to experience culture, artforms, and technology they wouldn’t otherwise experience. Events should leave them with more than memories; they should inspire conversation and critical thinking. “Event entertainment is no longer just an add-on—it’s a key component of the guest experience,” says Centner. “Whether through live performances, immersive tech, or interactive food and beverage experiences, entertainment should create emotional connections. “The most successful events are the ones where entertainment feels like an organic part of the experience, rather than just a scheduled segment. The future of event entertainment is all about engagement, personalization, and storytelling.”

A show projected onto PG&E Substation J, a historic San Francisco landmark. Event by and photo courtesy A3 Visual

He also encourages asking plenty of questions when working with entertainment you’re not totally familiar with. “It’s important to gather as much information as possible to understand the entertainment thoroughly.” This means identifying limitations early in the process. “Be sure to discuss any venue limitations, restrictions, or other factors that could affect the performance. Information is key to ensuring everything runs smoothly.” (Side note: unique venues are on the rise and can offer a form of entertainment in themselves!) You don’t have to do everything yourself, though. When adding in high-tech or unique entertainment, it’s beneficial to bring in the experts. “It’s important to work with professionals who understand their craft and can guide you through the process,” encourages Peterman. “If a live band is new territory, ask for a live demo or attend one of their public gigs to get a feel for their energy.” York agrees. “Whether it's performers, tech specialists, or

vendors—get the most accurate and relevant information. Their expertise can help you make informed decisions.” When bringing in extra vendors, you’re going to need heightened transparency and communication. You’ll also likely need to work together to run extra rehearsals. “The more elaborate the entertainment the more important the preparation, rehearsing, and testing. You’ll only get one chance once the performance starts,” reminds Centner. This means making sure that the entertainment “aligns with the overall event flow; it should feel seamless, not forced.” Finally, stick to the event theme. “We would generally suggest picking things that work into a major theme rather than trying to put together a grab bag of things,” recommends Goel. “The most interesting entertainment we saw this past year was a wedding we did at the Hollywood Palladium, where the officiant was a magician and was paired with an event producer to create a production around the wedding vows. Vows

SPECIAL EVENTS SPRING 2025

Tech Trends Spotted at Catersource + The Special Event TECH TALK By Katie Mast I f this year’s Catersource + The Special Event conference taught us anything, it’s this: the future of events isn’t just bright—it’s beautifully designed, tech-forward, and deeply

The new visual design Move over Pinterest boards—AI is quickly becoming a collaborative partner in the creative process, and event and wedding pros are using more tools to create quick visual concepts, floorplans, and style boards all while offering clients immediate inspiration and customization. The ability to show “what could be” in real time not only shortens the sales cycle—it enhances clarity and excitement with clients and other vendors during the planning process. Tools should assist, not replace Any automation tool is a powerful asset, but a recurring message throughout the conference was this: it’s not a replacement for human connection. Tools like ChatGPT are helpful for brainstorming and drafting, but when it comes to client emails, proposals, or website copy, personalization is key. Always review, refine, and add your authentic voice—your brand is built on more than just automation.

intentional. From smarter tech to deeper client experiences, the evolution of how we work, serve, and scale is in full swing. Our team had a wonderful time in Florida taking in the education, reconnecting with friends and Rock Paper Coin members, and meeting many new people as well! Here’s a look at the top tech trends and takeaways we saw leading the conversation. Client presentation decks that impress Gone are the days of boring proposals and plain PDFs. Today’s event pros are creating stunning, story-driven decks that showcase services with elevated design and amazing clarity. These decks aren’t just a visual aid—they’re a reflection of the brand’s professionalism and creativity. Presentation tools are becoming just as essential as timelines and contracts, helping planners and vendors win clients by painting a beautiful, polished picture of what’s possible.

The future of events isn’t

just bright— it’s beautifully designed, tech- forward, and deeply intentional.

SPECIAL EVENTS SPRING 2025

Streamlined client experiences Onboarding and offboarding workflows are getting a major upgrade. We saw professionals using platforms to guide clients through every phase of the planning journey—delivering personalized welcome materials, easy-to-navigate portals, and thoughtful post-event wrap-ups. These improved processes not only save time but also deliver a true one-of-a-kind white glove experience that clients rave about, setting you up for more repeat business. Sustainability is taking center stage The next generation of clients is setting new expectations, and

they have been crystal clear in one thing: they want events that are meaningful, environmentally conscious, and aligned with modern values. Lean into sustainability with your fellow vendor teams and think about how you can play a big role in helping rise to the occasion. Whether it’s reducing paper waste, streamlining logistics to lower emissions, or leveraging digital tools, clients want to see your efforts and will support you wholeheartedly if they believe

caterers, venues, florists, photographers, and all other creatives who are shaping what’s next. Here’s to working smarter, serving better, and building an events industry we can all be proud of. Katie Mast is the Director of Community at Rock Paper Coin and a highly respected leader in the wedding, event, and creative industries. She has worked with renowned brands such as HoneyBook, The Rising Tide Society, Aisle Planner, and Dreamworks Animation. Having spent almost a decade as a business owner of a destination wedding and event planning company, Katie now dedicates her time working with companies to help them grow and develop their genuine communities, promote ongoing education and diversity, and build strong and healthy brand partnerships.

your intentions are true. What we saw at this year’s

Catersource + The Special Event conference wasn’t just innovation; it was thoughtful and purposeful, which is exactly the direction the industry is taking and what clients are looking for in pros. As the industry evolves, we’re proud here at Rock Paper Coin to stand alongside the planners,

SPECIAL EVENTS SPRING 2025

CONFETTI

A WEDDING

FIT FOR AN

Inside the Gala Award-receiving wedding that used theater trappings to create a grand scene By Amanda Nicklaus

a performance-based wedding that was modeled like an opera. The wedding set was constructed within an exhibition center, built eight meters high and included a 50-meter-long corridor. About 50 large trucks were used to transport all the material. The craziest part: the team only had one night and two days to complete the construction of the wedding scene. To pull this off, they coordinated with more than 20 suppliers a month in advance, relying on a staff of over 200 people to move quickly. In the style of Wei Zhang event, there were custom sculptures crafted for the occasion, consisting of both 3D sculpture technology and traditional Chinese wooden mortise and tenon architecture. The team pre-made a 1:1 computer model in

the design deepening stage, striving to be as precise as possible to serve as a reference for the construction team. The irregular devices such as dragons and phoenixes required sculptors and craftsmen to bring them to life. Finally, they used an ultra-wide screen (28 meters long and seven meters high) to project intricate imagery across the space. The team produced special effects videos of many fantasy-style scenes, including palaces in the clouds, flying dragons, phoenixes rising from a fire, large scrolls of poetry, lanterns floating in the sky, and wedding halls hung with red curtains, to name a few. There were also specific sound effects, such as the roar of a giant dragon, that produced the effect of being in a theater.

hen your client is a blogger with five million fans, and they request a

wedding that is a grand scene, “like the enthronement of an ancient emperor,” you need to get creative. Luckily, Wei Zhang is known for getting creative. She is already the recipient of the 2024 Gala Award for Total Decor and the 2022 Gala Award for Best Wedding, and this year, she took home Gala Awards for both Total Decor and Best Wedding. This grand wedding was a spectacle of traditional Chinese wedding elements, multimedia technology, and artistic ceremony in the form of a custom-written wedding poem. Combined, these elements created

SPECIAL EVENTS SPRING 2025

The multimedia screen behind the couple changed scenery throughout the ceremony.

The dessert area was designed as a Chinese garden-style scene, with a specially customized fondant cake shaped like a pavilion as the highlight.

The immersive entrance reception area welcomed guests and prepared them for what they were about to take part in.

“This grand wedding was a spectacle of traditional Chinese wedding elements, multimedia technology, and artistic ceremony.”

On the day of the wedding, everyone played a role by dressing in ancient costume. Not only the couple, but all the actors, staff, wedding party, parents of both families, and other participants wore traditional Chinese costumes, playing the parts of matchmakers, hosts, guards, dragon dancers, fairies, and other characters. There was more than theater bringing this wedding to life; the whole event was threaded through with traditional Chinese cultural elements, such as red and gold coloring, tea ceremony performances, guzheng (a Chinese stringed instrument) playing, Chinese drums, burning incense, the offering

of sacrifices to heaven and earth, a fanning ceremony, and drinking gourd wedding wine. The wedding opera was a beautiful nod to the cultural heritage and interests of the couple, welcoming them into their marriage through the use of theatrical performance, literary influence, and tradition. That’s a wedding fit for an ancient emperor! Congratulations to Wei Zhang for receiving the 2025 Gala award for both Best Wedding and Total Decor for this wedding (titled He Sheng Chao·Bo Yue Ge )!

Submissions Now Being Accepted for 2026 ACE and Gala Awards Submissions are now being accepted for the Special Events 2026 Gala Awards! We invite you to submit your best work from the past year. Join in the excitement and the spirit of our industry as we celebrate the hard work and exceptional accomplishments of our peers. Get your submission in now before the portal closes on October 31st! To submit an entry to this year’s Gala Awards, please visit our awards portal.

All photos courtesy NZ Production unless noted otherwise

SPECIAL EVENTS SPRING 2025

FOOD FOR FÊTES

THE TOUGH SUBJECT OF TASTINGS By Amanda Nicklaus

A look at the sticky points of this necessary but controversial event factor

How to plan a flawless cocktail-style reception T here are plenty of event aspects that bring people together, but no topic is as divisive as tastings . Tastings are controversial—industry pros have strong feelings about how they should be done, akin to how opinionated Southerners are about the right way to barbecue. Rather than let the walls stay up on this topic, it’s important to understand the complexities and mixed feelings of this necessary part of event success. Behold, the hot topic of tastings. Who wants them An opportunity for clients to taste a caterer’s menu offerings before an event, tastings play a huge role in weddings, but they’re not limited to this one type of affair. “All events can benefit from a tasting experience, from weddings and social events to non-profit galas to conferences and expos,” says Jamie Chang (Mango Muse Events).

Mango Muse Events' Southeast Asian fusion family- style meal. Photo courtesy Mango Muse Events

SPECIAL EVENTS SPRING 2025

Event planner Penny Haas (Penny Haas, LLC) agrees. “I've sat in on tastings for holiday parties, nonprofit events with committees, and black-tie awards functions. At a certain level of experience and price point, a tasting is a great idea to understand style, presentation, and flavor.” Tastings allow the planner and caterer to lock in details of the event and sell the client on various offerings, giving both parties the chance to upsell services and minimize mistakes. Indeed, the more intense the event, the more consequential a tasting will be. “It's often important for high-stakes corporate events that the items and presentation are a good fit with the other elements of the event,” says Vijay Goel (Bite Catering Couture). “We tend to see them for branded experiential events, brand sampling, Michelin-level plated events for brand launches or VIPs, and sales/partner events for high- level producers.” The plus sides No matter the event type, tastings can offer benefits that increase the event’s success. They prepare the caterer for menu modifications, let the client in on the sustainability and service approaches, and give the planner a feel for the caterer’s process. It’s essentially a test run of the event’s F&B portion, helping the client better visualize the details so they can make more certain decisions. “As tastings usually take a few hours, it’s also a great chance to speak with the catering team and discuss the goals of the event to see if or make sure you’re on the same page,” says Chang. “Another great thing to do at the tasting is request that a beverage director or sommelier is available,” adds Juls Sharpley (Juls Sharpley Events). “If the caterer does not have an in-house sommelier, then bringing in a sommelier advisor is strongly encouraged, especially for clients with sophisticated wine knowledge and discerning palates. This is a great opportunity to discuss the specific foods and any great pairings, as well as curate custom cocktails.” Tastings let event pros flesh out the event’s F&B to a T, brainstorming and strategizing every option early on for better success later. Whether you’re an event planner or a caterer, tastings are a way to improve your chances of achieving event goals. The conflict: Planner POV The benefits of tastings are easy to see—so what’s the problem? There are a few factors that event pros

disagree on, and these disagreements often seem to pit planner against caterer. It’s an intricate dance, and toes can easily get stepped on when caterers’ and planners’ perspectives clash. Talk to any planner: they’ll swap stories and share common frustrations about the way a caterer has handled a tasting in the past. “Some common frustrations when discussing tastings will be if the chef changes, the menu changes, or special requests are not noted,” says Haas. “I've worked with caterers who helped with this experience by adding notes to event orders, honoring the previous menu depending on the booking window, and helping by taking pictures from the tasting in case there is any update to the culinary team.” Another common occurrence: excluding the planner from the tasting. “I think one of the most frustrating parts of tastings (sometimes) is if they don't include feeding the planner,” says Loni Peterson, MLS (LP Creative Events). “We are here to help guide, make suggestions, and use our years of experience to weigh in on food quality, taste, and event day large-scale execution. It is really hard for us to do that if we aren't also enjoying the meal.” This is especially true for luxury clients, who become extremely close with their planner during the planning process. During her keynote session The Ol’ Razzle Dazzle at Catersource + The Special Event 2023, Marcy Blum (Marcy Blum Associates) discussed the reality of the luxury client-planner relationship, explaining how the client is often attached at the hip of the planner, sharing their goals and personality and trusting the planner to make the right decisions with that information. “Impress the planner first and foremost, we are the gatekeepers. Sorry, that’s how it’s going.” Other frustrations include when caterers don't provide printed menu offerings for the client to look at, don’t check in with the client and planner at each course, or can’t communicate well about customizing menus. “Some chefs are shy and uncomfortable chatting it up with clients,” says Sharpley, “so when it comes to conversing about what they liked and what they might want to change, or what other ideas they could explore, if the chef isn't great at handling that, then we really like it when there is someone on their team who can be present to be the hype person and help communicate with the chef.” Planners know their client well, and they are the ultimate orchestrator of the event, so being out of the loop in any aspect of the tasting makes it difficult to work well. “Planners often experience frustration when caterers are inflexible or unprepared, or when tastings run off track due to unclear goals,” says Lisa Costantini, the Director

SPECIAL EVENTS SPRING 2025

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