"Why serve food the old-fashioned way when you can turn it into a spectacle? Events are making sure the 'how' is just as exciting as the 'what.'" —Anil Pacheco
Sensory overload Sensory experiences play a crucial role in events and catering, shaping how guests perceive and remember an occasion. From the moment attendees arrive, their senses are engaged through a carefully curated atmosphere. Sight is often the first impression, with elegant décor, ambient lighting,
and artfully presented food setting the tone. Think of things like elaborate stations (more on that in a bit), glow-in-the-dark items, and visual stimulants such as flames, smoke, nitrogen, and dry ice. Sound enhances the mood, whether it’s a live band, a curated playlist, or the sizzle of meat on the grill. The tactile experience also matters— linen-draped tables, ergonomic seating, and the texture of food all contribute to comfort and engagement. While taste may perhaps be the most powerful sensory element in catering, scent has become an important supporting player in recent years. Consider this: the aroma of freshly baked bread or roasting chilis can evoke nostalgia and anticipation, while bold flavor combinations (such as Indian cuisine—for example, check out Keith Sarasin’s recipe for Makhani sauce served atop paneer) delight the palate. “Taste is important, but taste is a personal experience,” said Tiffany Rose Goodyear (Scentex) during her session Science of Scent: An Olfactory Exploration Through the Life of an Event . “With smell, it is a shared experience.” In fact, scent is 100 times more powerful than sound and five times more powerful than touch, according to Goodyear. Scent is not only a powerful tool in the hands of a chef, but it can also assist in developing the theme and ambiance of any event. Goodyear shared this example: During a Love Boat -themed event with Marcia Selden Catering & Events, Scentex developed custom
scents reminiscent of oceanic breezes as well as exotic florals. Scent can even be interactive, as we’ve seen with cocktail bubbles, which add a custom aroma. “People have been undervaluing scent,” said Michael Stavros (M Culinary Concepts) during his annual trends session, “but scent is the most powerful sense that we have because it links us to memories, so use it.” Additionally, incorporating all five senses goes a long way toward ensuring that every attendee is able to have a shared experience at least once; perhaps they are hard of hearing, for instance, but they can still smell, touch, and taste. “An event is a room full of nervous systems,” said Goodyear in an article for Special Events . “We experience the world through our five senses.... Us as experience creators—it's essential that we talk to every single sensory receptor in peoples’ bodies.” However, it is important to note that not everyone will have the same memories associated with a specific scent. Whereas one person may associate the scent of pine with the holidays, for example, someone of a different culture or religion may associate it more with the outdoors. “Interpretation is not universal, it’s subjective,” said Samantha Stilwell (CultureDynamiq) during her session Be Unforgettable: Enhancing Delight through Cultural Awareness . “Culture and memory shape perception, and emotional memory is so much more powerful than factual memory.” By thoughtfully engaging all five senses, caterers can transform a gathering into a memorable, immersive experience.
CATERSOURCE ■ SPRING 2025
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