THE PANEL
Richard Beggs managing director, MVM London
Harriet Hill business development manager, Your Events
Nathan Homan partner, The Rouge Partnership
Gary Peters sales director, Evolve Events and Venues
What are the main objectives of gala dinners?
Gary Peters Gala dinners have been around for hundreds of years and the adjective gala decries a showy, festive or celebratory occasion. It is now used to describe a wide variety of dinners, from charity bashes and trade association events to corporate functions.
Harriet Hill The objectives vary depending on the type of event that is being held. Firstly there are gala awards dinners, which usually have at least two main objectives - to thank or to reward a company's customers or staff. Then there are charity dinners where the objective is of course to raise money, and finally post-conference themed dinners where the objective is usually to endorse the company's objectives and messages.
Nathan Homan To make the guests look good by simply being there, to create a fantastic environment to see and be seen, and to make a connection between the host and the guest that lasts beyond the event.
Richard Beggs They generally fall into sales and marketing or HR. For example, the FT Awards raises the profile of the winners, while the FT and the sponsors make money. Then there are the ones that fulfil an HR role as a loss leader but boost staff morale, particularly gala awards dinners.
How do you measure the effectiveness of gala dinners?
RB For the HR side of things, success can be measured by the increase in staff loyalty. For example, a reduction in staff turnover would suggest that staff have bonded.
GP Looking at press coverage and overall publicity generated, funds raised for the charity involved and repeat attendees the following year.
HH It is imperative to establish the client's objectives and goals at the start of the collaboration. After the event has taken place we find out how well the client feels their objectives have been achieved.
NH Unlike a conference, where post-event questionnaires can be provided, a gala dinner is far too glamorous and corporate for such an approach, so we might look for column inches, TV coverage or feedback from guests that we gather after the event.
How have gala dinners changed in the past decade?
RB They are more sophisticated. There was a time when a gala dinner, especially for an awards night, would involve a rendition of Tina Turner's Simply the Best.
GP Ten years ago pretty well every single gala event in London would have been held at the hotels on Park Lane or the Livery Halls in the City. In the past decade, the venues used have expanded enormously, with charities and associations vying to outdo each other through their choice of unique and new venues.
HH Clients' gala dinners have become more creative, with higher expectations. Where previously a murder mystery dinner would have done the trick, now we find ourselves organising far more innovative and heavily themed events.
What does the future hold for gala dinners?
NH The term itself is less used these days because it can imply twee or old fashioned, but these type of events will always take place. When they are done well, they can be fantastically effective and memorable events.
GP In recessional times, fashion usually goes conservative, with hem lines dropping and less showy colours. Equally, we would expect to see a return to understated glamour, rather than showy events. Alongside this, where charities have been quick to publicly state how expensive their tickets are, we are now likely to see a more discreet approach to ticket sales and PR.
HH We realise that in the current financial climate, companies will need to be a lot more careful with their budgets. Therefore, the help from an event professional will ensure they are spending their budgets effectively to ensure maximum return on investment.
What are the biggest challenges in creating gala dinners?
RB Optimising revenue. Is it worth moving to a bigger venue that can accommodate 750 guests, or should you put an extra £10 on the ticket? Bigger, better and stronger - working out what that means for your particular event.
HH With such little spare time on their hands and with so many great ideas to choose from, clients often find that it's hard to find the time that is required to organise such an event.
NH Originality of ideas and, more importantly, format and delivery of a creative with the more necessary functions such as fundraising and award giving, which has to be incorporated.
How important is the venue?
NH A good venue will help the producer to facilitate the process, a bad venue will be an obstruction. The setting of the dinner can be everything to the event, or just the first of many lasting impressions.
RB Sometimes the venue can become the home of a ceremony. The venue is integral in that respect. The Natural History Museum is a great example of a venue that can be bespoke, unique and iconic.
GP Absolutely vital. The venue for a gala dinner is one of the largest selling points. If a venue is chosen that doesn't reflect the brand values, or have good transport links, then you are not going to get the number or type of guests you are looking for. If you were to be invited to a gala dinner at the Novotel Hammersmith or one at the Victoria & Albert Museum, I am pretty sure I know which you would opt for.
If you had an unlimited budget, what would you include in your dream gala dinner?
GP A Bentley (or Prius) to take every guest to and from the event. A guest's perception of an event can so easily be ruined by matters out of your control. However faultless the occasion, if they have to wait an hour in the cold for a taxi afterwards, all the goodwill can be totally undone. And, for entertainment, U2.
HH I would also have an act such as U2 playing on the main stage, then performing again later as a very exclusive concert for the invitees only. I would hold the event in a fabulous venue, such as the Sydney Opera House, and organise lots of pre-event teasers to build the excitement to the maximum before the big day. Guests would be picked up and transported in complete luxury such as limousines or by helicopter, and the entertainment would include an array of performances, such as synchronised swimmers in water tanks and a huge aerial display.
NH I'd have a show-stopping headline act. A historic or landmark location, preferably somewhere hot or a spectacular natural setting. I've always wanted to design an event on a cliff top. Or how about Victoria Falls?
RB I'd like to do something where everyone is a winner. Take them to the Caribbean. No psychology or sponsorship. In awards gala dinners, the losers never win. By making the destination unique you can make everyone feel like they've won.
EXPERTS' CHOICE
Our gala dinners club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Richard Beggs
The National Maritime Museum
Natural History Museum
Old Billingsgate
Science Museum
Victoria & Albert Museum
Harriet Hill
The Midland Hotel, Manchester;
The Hilton, Deansgate, Manchester;
Liverpool Arena & Convention Centre;
The Dorchester Hotel
Nathan Homan
Crystal Palace at Hyde Park;
The Dorchester Hotel
Ham House
House of St Barnabas
Jasmine Studios
Gary Peters
The Dorchester Hotel
Kent House, Knightsbridge
Natural History Museum
One Marylebone Road
Village Underground
SUPPLIERS
Richard Beggs
Brand and Deliver;
Event Concept
JW Flowers;
Sound by Design;
Sternberg Clarke
Nathan Homan
Connection Crew;
Food is Art;
The Oyster Boys;
The Recipe;
Witney Marquees
Gary Peters
The Admirable Crichton
Dish Catering
Off to Work;
Table Talk
Zafferano