THE PANEL
Mark Beaver managing director, Event Concept
Bill Proser director, Competitive Edge
Sam Welply director, Wellpleased Events
Charlotte Wilson director, Pure Events
What key elements are needed for producing a reception?
Charlotte Wilson Hosting the event in a venue that has atmosphere to suit the audience, good music and lighting. Equally important is waiting staff serving drinks when guests arrive and a large amount of canapes.
Mark Beaver A big enough space for guests and production elements, a central location that your guests can get to easily and the ability to get everything ready by 7pm.
Sam Welply An engaging environment of the right size, eye-catching and delicious bite-size canapes, efficient bar staff, suitable drinks rests, comfortable seating, correct sound levels and a great behind-the-scenes team.
Bill Prosser If you don't have the right venue you won't get the right people to attend,or deliver, the right message. The event flow is crucial - making sure things happen at the right time in the right tempo.
What are the most challenging factors in creating a successful reception?
CW Finding a unique venue that guests will have not experienced before. Also, providing interesting entertainment to keep guests occupied. There needs to be a focus to the evening, rather than just eating and drinking.
MB With receptions taking place every day of the week in London, trying to make yours more enjoyable memorable and spectacular is difficult.
SW Arranging receptions in venues without suitable in-house facilities - kitchens, toilets, power, and set-up time. Establishing a good flow of people, food, drink and entertainment is tantamount to creating a successful reception.
BP Making sure the right audience attends, understanding and delivering the client's message and expectations within their budget. Managing suppliers so that everyone knows their role.
How are they measured?
SW By being involved from the floor up, listening to your crew, the hosts, the serving - and bar staff, the venue staff, the client and the guests is the only way you can measure the success of your reception. We also have clear metrics by which we measure event performance and client satisfaction. After each event we undertake client surveys to ascertain key performance indicators based on delivery, quality, budget, value and service. We'll then action the results.
MB How much PR have you got from it, who is talking about it, and what new business have you picked up from it? Often it is just the fact that you are face to face with somebody you may not have seen for months that can give you a piece of business, or tip you off to an opportunity.
What is the most impressive reception you have witnessed that wasn't your own and why?
MB: Walking into GSP's reception for the world premiere party of the movie version of Phantom of the Opera was spectacular. The pure scale of the production for a one-night event was impressive.
SW A reception for Smirnoff Electric Cabaret in Ibiza. The venue was an open cliff edge. I watched the sun set with only 80 other guests, chilling on comfy sofas, sipping cocktails and grooving to an exclusive performance from Nightmares on Wax.
CW I can't really think of a specific event, but usually it is always the entertainment and the quality of the food that impresses me. African drummers and full-on theatrical acts, for example, are amazing and uplifting.
Where is inspiration for a reception drawn?
CW We analyse the client's objectives for the event and then draw on our relevant experience to match those objectives.
SW Inspiration is drawn from current trends. These can come from all sorts of sources such as fashion, music, art, interior design, architecture, current affairs, window displays and even from inanimate objects. It's got to add value. If you're not making memories, you're missing the point.
MB From the venue, the host, the guests that are attending, and finally from the strange recesses of the designer's mind.
BP It has to be drawn from the overriding message that the event exists to deliver.
If you had an unlimited budget, what would you include in your dream reception?
MB A five-minute opening performance and five-minute closing act from a hugely successful musician, just to make the guests feel special. Plus, endless delicious food. There is nothing worse than being fed small amounts of lousy canapes.
CW I'd use a venue in London with an exceptional view, or I would produce a glass marquee in the grounds of somewhere like Somerset House and bring in incredible artistes from all over the world to perform.
BP I've always wanted to do something spectacular with Battersea Power Station.
What is the most hostile audience you have faced and how did you cope?
SW It was a financial firm for a Christmas drinks reception. The venue people were particularly tricky, so we provided extra drinks for guests and really bonded with the client by talking to each group personally to make sure they had all the food and drinks they needed. A smile and having the desire to do whatever you can for anyone goes a long way.
BP I used to be a stadium announcer at West Ham's football ground and the Millwall fans were a handful. I'd try to counter the hostility with humour. However, I wouldn't recommend this course of action unless you're a whole lot funnier than I am.
EXPERTS' CHOICE
Our receptions club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Mark Beaver
Banqueting House
Hampton Court Palace;
Saatchi Gallery
Tate Britain
Tate Modern
Bill Prosser
The Gherkin
30 St Mary Axe
La Florida, Barcelona;
Oxford University Boat Club;
Palais des Bulles, Cannes;
Tower of London
Sam Welply
Altitude
The Ice Hotel, Sweden;
Roof Gardens
La Colombe D'Or, St Paul de Vence;
Tobacco Dock
Charlotte Wilson
Il Bottacio
Dali Universe
Haymarket Hotel
Imagination Gallery
The Royal Courts of Justice
SUPPLIERS
Bill Prosser
Grosvenor Print Services;
Missing Link;
Red Snapper
Sternberg Clark
Theme Traders
Sam Welply
Dynamite Hosts;
Gallowglass
Hawthorn
The Recipe;
Young Guns
Charlotte Wilson
Dance Factors;
Dave Pryce Entertainments;
Fast Flowers;
JVP Events
Kai Catering