Chasing the “perfect event”

I vividly recall a meeting for a six-figure event with a client who, at the end of my sales pitch, asked me, “You are going to guarantee my event is perfect, right?” My candid response was, “No.” The astonished look I received in return was unforgettable.

Does the perfect event even exist? Early in my career, I sold the idea of the “perfect event” to my clients. Why? Because clients naturally want assurance that their significant occasions—be it a wedding, graduation, product launch, or another major milestone—will be flawless. Given my dedication and reputation, it seemed almost expected that I would promise perfection. 

The reality check

However, reality soon set in. The pursuit of perfection was full of challenges, often falling short. I found myself frustrated, yelling at my staff and myself to do better. Those who have known me for a long time can attest to the fact that I started going gray early.

What I eventually realized was that striving for perfection was often thwarted by circumstances beyond our control. This was not our fault. It dawned on me that we couldn’t predict or prevent certain obstacles including, but not limited to:

• Weather: Sudden storms can disrupt even the best-laid plans.
• Venue access: Sometimes, access to a venue is obstructed.
• Vehicle issues: Breakdowns or road closures can delay deliveries.
• Accidents: Unforeseen accidents with delivery trucks.
• Staffing issues: Last-minute staffing shortages.
• Equipment failures: Missing or broken items during setup.
• Miscommunication: Incorrect information, like the mother of the bride giving the wrong setup location.
• Technical failures: Generator breakdowns or power outages.
• Environmental challenges: Saturated yards from rain, dirty porta-potties (even if we don’t rent them), and the occasional tornado.

Building readiness and resilience

Acknowledging these uncontrollable factors forced me to change my strategy. We can’t offer perfection, especially for outdoor events where so many things can go wrong. No amount of planning can predict a road closure or a tornado. What we can do is manage obstacles efficiently and react swiftly.

To handle these challenges, we developed several strategies:

• Extra equipment: Always pack extra equipment and have backups ready.
• Training and preparation: Train the team to handle unexpected situations as if they knew they would happen.
• Operational readiness: Build a readiness mindset like the military. 
• Preventive measures: Leave earlier for timed setups. Maintain vehicles and equipment diligently. Have extra trucks and staff on standby.
• Flexibility: Be willing to adapt to changing circumstances with agility.

By focusing on readiness and resilience, we aim to ensure that we can handle any situation that arises. For instance, for winter tent jobs, we send an extra heater. For off-the-grid generator jobs, we rent that extra backup generator. And if you don’t have a half a dozen weather apps on your phone, are you even in outdoor events?

Perfection is an illusion

The most crucial aspect is setting realistic expectations with clients from the beginning. Particularly for those unfamiliar with outdoor events, it’s essential to communicate that perfection cannot be guaranteed. Instead, I promise that we will respond to any situation and overcome any obstacle to ensure the best possible event. If everything aligns perfectly—the weather, traffic, the mother of the bride’s directions—we might just achieve a truly exceptional event, perhaps even touching on perfection.

In the world of event planning, the pursuit of perfection can be a path filled with obstacles. However, by focusing on readiness, flexibility and realistic expectations, we can navigate the unpredictable nature of events and strive to deliver the best possible outcomes. The key is not to guarantee perfection but to guarantee an unwavering commitment to excellence and the ability to handle whatever comes our way.   

“No, I can’t guarantee you perfection, but what I can do is guarantee we will react to any situation that arises and any obstacle in our way to make sure you have the best event possible.”  The client’s reaction changed and the contract was signed without hesitation.

So, while the perfect event might be an illusion, the great event—born from meticulous planning and adaptability—is very much within our reach. And sometimes, if the stars align, it might even feel a bit like perfection. 

Nick Deninno is the owner of Block and Roll/B&R Innovations and vice chair of ATA’s Tent Rental Division.