You don’t need to close your eyes to picture it: the hum of conversation, the clinking of glasses, soft music in the background punctuated by laughter here and there. Cocktail receptions are a timeless style of events, great for gathering people together to enjoy beverages and each other's company. At social events, they allow people to connect with ease while chattering and drinking, often in between activities. The past few years have seen the rise of cocktail-style receptions replacing seated dinners at weddings (for more on wedding trends, turn to page 10). In the corporate world, there are plenty of reasons to host a cocktail reception. “A company plans a cocktail party for two primary reasons: budget and variety,” says Fausto Pifferrer (Blue Elephant Events and Catering, Saco, ME). Chris Sanchez, Managing Partner of LUX Catering & Events (Salt Lake City), adds, “Cocktail receptions give clients the chance to create a dynamic, engaging atmosphere where networking is effortless, and connections are made in a more experience-driven setting. Guests get to relax and immerse themselves in the brand in a way that’s natural and memorable.” It’s an easy way for a company to reinforce their brand, reconnect their team, and boost employee morale. But there are benefits for event pros, too. “For us, it’s an opportunity to flex our creative muscles—from designing stunning hors d’oeuvres to crafting signature cocktails that complement the event’s aesthetic,” says Sanchez. “The logistics may be complex, but the payoff is worth it when you see guests delighted and the brand elevated to new heights.” You’ve likely hosted a cocktail reception or two in the course of your career. Sometimes, as we learn and grow, it can be helpful to go back to the basics once we’ve mastered finer detail work. Here’s a crash course on how to plan a successful cocktail reception. Set the scene The venue is one of the most important factors in creating a great cocktail reception. Jim & Tonic, a distillery based in London, recommends choosing a venue “appropriate for your [client’s] company's brand and image. It should be large enough to accommodate your guests and have a good layout for mingling. It should also be convenient for your guests to get to and have good amenities.” Sanchez notes a few things to look for in a venue. “The venue needs to reflect the client’s vision for the guest experience while offering practical solutions for everything from acoustics to lighting. The architecture and natural elements should enhance the event’s vibe without needing
over-the-top decor. I love venues that offer seamless transitions—indoor to outdoor spaces or multi-level designs—to keep things interesting and encourage guests to explore.” Loni Peterson, MLS, of LP Creative Events (Denver, CO), says, “Make sure your venue capacity and space are appropriate for your guest count. You want there to be plenty of room for people to mix and mingle, space for either a food station(s) or servers passing apps, some cocktail tables, and some soft seating for guests if they want to take a load off.” There are other things to look for, too. Lisa Costantini, Director of Events & Catering at Eatertainment Events & Catering (Toronto), adds, “Accessibility is also key; the venue should be located near public transit with ample parking. A unique setting with a distinctive aesthetic adds to the ambiance, creating a backdrop that aligns with the event’s theme or branding. Additionally, the venue should be equipped to support AV equipment for speeches or entertainment, as most corporate events include presentations or toasts.” Remember, event attendees are increasingly looking for unique experiences. Choosing a venue that’s both interesting and functional guarantees a great start to the event. Hit the right notes Entertainment is a key factor in a good cocktail reception. Guests don’t want to have to talk to each other the entire time—and besides, it’s 2024; events big and small need to have an immersive, experiential element. “For a high-energy event, go with live bands or DJs; for something more refined, acoustic music or jazz quartets are perfect,” recommends Sanchez. “Adding interactive elements—think mixology stations, stilt walkers, or a photobooth with a branded backdrop—adds personality and gets guests engaged. It’s all about the vibe you want to create.” Also, think about adding high-engagement elements into the mix. “Activities like trivia games or themed photo booths can engage attendees and encourage participation,” says Costantini. In fact, creative entertainment can be a way to set your cocktail receptions apart. “Thinking about entertainment or activations during cocktail hour is always fun! Is there a photo booth, a beer burro walking around serving drinks, watercolor artists, or custom poems?” Peterson muses. “Having simple things for your guests to engage with helps people get to know each other and makes it less awkward for those who struggle in networking situations.” Make sure you have the right vendors working alongside you. “Depending on the event’s scale, you might need AV, lighting, or décor specialists,” says Sanchez. “If entertainment is central, a DJ, live band, or event interactive element provider can elevate the event. Local artisans are great for unique touches that give the event a sense of place and originality.”
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SPECIAL EVENTS WINTER 2024
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