Creating an

Event Concept
Suppose that your client’s fortieth birthday is coming up and he is an avid Batman fan. He wants a party

with a Batman theme, and you oblige by building that theme into every component of the event. Your

venue is decorated as the Batcave¹, and perhaps your guests are invited to come dressed as other

prolific comic book characters. Everything from the invitations to the food and music reflect the theme.

The translation of the theme into every detail of the event is the event “concept.”

An event concept guides all of an event’s components, including its venue, theme, decor, scheduling,

food, entertainment, guest list and more. Event planners work closely with their clients to understand

exactly what they hope to get out of the event. They use this information and their creative flair to build

concepts that bring events to life.

In this text, you’ll learn how to capture the information from your client you’ll need to build a successful

event concept. We’ll show you how to work this central idea into all of the components of a successful

event. In short, you’ll learn how to bring your creative ideas to life.

¹ The San Francisco based event planning company Glow Events actually did this (see case study on page 40).

EVENT & WEDDING PLANNING VOLUME 1 33

 Developing
the Event Concept
Developing an overarching event concept is the final stage of a three-step process:

• First, you have to understand your client’s goals for the event. These can be very

straightforward. For example, your client may want to have a dinner and dance for a

hundred people to celebrate her father’s seventieth birthday.

• Second, you must understand your client’s constraints. These typically relate to the date

for the event, the budget and the age range of the guests.

• Third, together with your client, you develop a theme for the event and you translate it

into an event concept. Your goal is to lift the event out of the ordinary and to make it

especially memorable. This is where your creative genius comes into play.

You should always take the time to thoroughly develop your event concept. As you work on

it, you’ll refine your ideas and strengthen the concept. Clients will be pleased and impressed

by your creative flair. You’ll create truly unique events while respecting your clients’ tastes

and budgets.

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Understanding Goals and
Constraints: The Five Ws
Some clients will approach you with fully-formed ideas that only require your

execution, but many will need your help and guidance to create the event

concept. Many clients will want to have traditional formats for their events

rather than over-the-top party concepts. Even with a traditional format, a

strong event concept can make the difference between a truly memorable

event and one that’s instantly forgotten. To understand your client’s goals,

you must conduct an initial consultation.

The initial consultation is when you develop a sense of your client’s vision

and begin developing a concept together. To understand what your client

wants, seek specific answers to each of the five Ws: why, what, who, where

and when.

WHY?

Your client’s purpose for the event and his or her goals answer the “why?”

of an event. What’s the occasion? What is your client trying to accomplish?

This often sounds straightforward but as you discuss the “why” with your

client, you’ll probably uncover details and nuances that will shape the event.

For example, your client may say that she wants to organize a party for the

twenty-fifth anniversary of a tennis club. This sounds simple enough but the

event could be a dinner and dance for current members and their friends, an

alumni gathering, an open-house for prospective members or a fundraising

drive—or all of the above.

In the consultation, always dig into the history behind the event and probe

any cultural or religious themes unfamiliar to you. Having this background

information is key to developing an appropriate event concept.

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 WHAT?

You know why the event is taking place, but do you understand exactly what kind of event your client

wants to celebrate the occasion? You can start answering the “what?” of a client’s event by identifying the

type of celebration he or she wants. Will it be a block party, a backyard barbecue, a dinner reception or

an afternoon tea? From here, you’ll also want to encourage your client to consider things like formality,

event size, key activities, etc. All of these details will be helpful in developing the event’s concept.

WHO?

Who is coming to the event? How many people will you be hosting? Will children be present? What are

the relationships between your guests, your client and any guests of honor? How well they know each

other? Do they share hobbies or interests? Do they work together? All of these questions and more

will help you effectively plan event elements that will appeal to everyone. If the event is celebrating

one or more guests of honor, understanding the traits, preferences and profiles of these people will be

especially important.

The “who?” of the event also relates to people or companies with whom you might work. For example,

will friends or family be taking care of food, cake or decoration? Does your client have any preferences

regarding caterers, audiovisual providers, decorators, performers or photographers? Which event

professionals will you need to achieve your client’s goals? While you will do your best to respect your

client’s preferences, your job is to build a team that can deliver the event concept. You may have to

persuade your client to accept changes when his or her suggestions really don’t work.

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WHERE?

Venue choice is subject to many variables, such as the purpose, style, guest list and region of the event.

Some events have a venue built into the concept. For example, a religious celebration is likely to be

held at your client’s local place of worship. For other projects your client won’t have settled on a venue

in advance. Part of your job is to find appropriate venues or to check that your client’s choice fits with

guest numbers, catering, etc.

Venue has a big influence on your event concept. It may limit your activity choices or your guest count.

It may also provide unique opportunities for decorating or naturally suggest a theme for the event. It

affects both the logistical and aesthetic elements of the event concept.

WHEN?

Your client’s preferred date can affect various event elements, including venue and supplier availability

and whether or not the event can take place outdoors. It might also affect the cost of the event,

which may in turn require budget adjustments. For example, wedding costs vary greatly depending on

whether the wedding takes place during peak wedding season or off-season. Wedding season varies

from region to region, and is generally the time of year with the best weather. Going off-season can

net significant savings for a wedding budget, but it’s not always an option for clients set on an outdoor

wedding.

Some event dates are less flexible than others. For example, your client will often want a birthday

party to happen within a week of the actual date. Religious celebrations may or may not be date-

dependent. Many religious celebrations, such as Christmas, Eid and Passover, have set dates that must

be observed. When in doubt, ask your client.

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 Themes
As we’ve explained, an event’s concept and its theme are closely related.

The event theme is the basic idea for the event. The concept reflects the

way in which you translate that idea into all the elements of the event. An

event theme can be simple and subtle, such as the occasion, a dress code

or a color scheme. Other event themes are overt, such as a Halloween party

inspired by classic black-and-white horror movies or a nautical-themed party

at a seaside venue. As you gain experience in the industry, you’ll develop the

ability to put new twists on old themes and to develop unique new themes

from the ground up.

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Choosing Themes
Choosing themes can be difficult if your client only has vague ideas about how the event should unfold.

Clients look to you for guidance and leadership in selecting novel themes and translating them into

event concepts. How can you come up with suggestions that will suit a client’s vision, however vague,

for the event? Finding a way for the two of you to exchange ideas is essential for successful planning.

If your client only has vague ideas and cannot make a firm decision about the theme, you have to take

the lead and make strong recommendations. Once your client sees your good ideas and senses your

confidence, agreeing on a theme should be straightforward.

Translating Themes into Concepts

As you translate the theme into the components of the event, i.e. the concept, you will want to continue

exchanging ideas with your client. One way planners work with their clients is by creating mood boards

on websites such as Pinterest that both parties can add to and edit throughout the concept development

process. Keep in mind that your client may not have the same vocabulary to describe components as

you do, so visual aids can be very effective communication tools. Asking the client to point out images

of venues, decor pieces, color schemes, event setups, etc. that he or she likes and dislikes can be very

useful in defining your client’s tastes. You can also develop this sense by asking your client about his or

her favorite brands, fashion trends, interior design trends, visual artists, etc.

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 Case Study: A Grown-Up
Batman Birthday Party
For a client’s 40th birthday party, San Francisco-based Glow Events provided a once-in-a-lifetime

experience. Knowing the client was a fan of Batman comics, Glow Events began developing the

ultimate grown-up character party. The client requested a unique venue for the party, so Glow Events

found an enormous cave in the basement of Clos Pegase Winery, which occasionally holds banqueted

dinners. Glow Events decided to decorate the cave like the Batcave in the comics, which settled the

theme of the party. To drive the theme home, Glow Events contacted Hollywood-based company Star

Car Central to secure the Batmobile from Tim Burton’s 1989 Batman film. The unique car ensured the

client would make a grand entrance.

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Glow Events made the venue moody, fun and elegant for the theme. They set a color scheme of black,

red and gold, creating a custom logo with the client’s first initial (“A”) inside the Bat logo. They used

candelabras, trailing ivy and leather-accented linens to achieve the effect. The event’s caterer, Paula

LeDuc Fine Catering, kept the comic theme going by serving caramel corn in paper containers with

comic print. Guests enjoyed cocktails with comic-themed names such as “Captain America’s Super

Soldier Serum.” A jazz ensemble booked through Elan Artists performed throughout the evening in an

homage to the jazz heritage of New York that Batman’s Gotham City is based upon. As you can see,

several professionals with specific skills came together on this.

Problem-solving is a key skill in your event planning career. The more intricate your event concept

is, the more needs to go right for a truly successful event. In this case, Glow Events encountered a

snag when the weather turned sour for a whole week before the party. The paint on the Batmobile is

vulnerable to rain, and the vehicle is moved on an open-air trailer, so the bad weather jeopardized its

chances of arriving at the event. To solve the problem, Star Car Central planned a route from its base

to the party that would avoid storms. Choosing a partner who shares your vision and will help you work

through sticky spots to bring your concept to life is critical for any event.²

2
Cain, Robyn Hagan. “See a Grown-Up Take on a Batman Birthday Party.” BizBash. March 22, 2018.

EVENT & WEDDING PLANNING VOLUME 1 41

 Case Study: A Rubber Ducky Birthday Party
For a client’s grandson’s first birthday party, Los Angeles-based C Rezende Events created a rubber

ducky concept. The party took place in the courtyard of the Four Seasons Beverly Hills. A key element

of the party’s concept was bubble-inspired decor that evoked a luxurious bubble bath. C Rezende

Events used dozens of oversize balloons to achieve this effect throughout the event, even going so

far as to dress up a greeter in a dress made of balloons. A key decor centerpiece was an old clawfoot

bathtub filled with both a floral display and bubble balloons. Next to the bathtub was the birthday

cake, topped with its own edible bubbles and rubber duckies. Every component, from the desserts to

the party favors, was rubber ducky themed. Even the parents’ cocktails were decorated with rubber

duckies. Every party element, including the floral displays, exhibited the planner’s chosen color scheme

of white, yellow and blue. This party is a great example of how an event’s theme can be translated into

a concept that permeates every element of the event.³

3
Hoffman, Claire. “How Rubber Ducks Became a Glamorous Birthday Party Theme.” BizBash. July 18, 2018.

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Vintage Party Themes
Many parties and social events, especially weddings, aim to transport their guests to other periods.

Vintage parties often invite guests to pay homage to a particular decade of the 20th century, but

periods and places such as Victorian England are also popular.

When throwing a vintage party, keep in mind all of the elements you’ll need to translate the theme

into a successful event concept. Many of the best vintage parties aim to be faithful to elements of the

chosen period such as prevailing color schemes and popular music. You might also suggest a dress

code to your guests to really engage and immerse them in the party theme. Often, it only takes a few

well-implemented elements to get the theme across.

Be careful just how far you go when implementing your vintage concept. For instance, you might not

want to go all out and ban electronic devices and modern amenities at your event. You may want to

encourage your guests to “get into character” and to embrace your unique concept. However, guests

are more likely to play along with vintage concepts if they still have access to modern comforts and

their cell phones. Taking pictures with smart phones may not be Victorian but it will keep everyone

happy and engaged.

EVENT & WEDDING PLANNING VOLUME 1 43

 Bringing the
Concept to Life
Once you’ve settled on an event’s theme, you need to decide how

you’ll translate that theme into the event’s components, from its

venue to its entertainment.

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Color
Most events rely on color to complement or reinforce concepts. They have

planned color schemes that usually consist of two to four coordinated colors.

One color is selected as the dominant color, while the others act as accent colors.

An event designer or event decorator can help you implement a color scheme

successfully or come up with a color scheme from scratch. For clients who want

a traditional event you can still deliver a unique concept by using a simple and

subtle color scheme that transcends all the event’s components.

Sometimes your color scheme will be influenced by the kind of party you’re

throwing. Many Christmas parties draw on a traditional red, green and white

color scheme. In contrast, a vintage party taking guests back to the 1950s might

see you embracing pastel colors or the red, black, white and chrome colors

that accented retro diners. You can easily find palettes online reflecting color

fashions at more or less any historical period. Remember also that you don’t

need to redecorate venues to achieve your goals. Ambient lighting can flood

walls with the colors you want while you focus on extending the palette to linens,

invitations, chair coverings, flowers, menus and place cards.

Let the mood you’re trying to set dictate your color choices. Consulting a color

wheel can be useful for selecting colors that will go well together. Researching

the psychology behind color can also be useful. Color and intensity have a

strong influence on atmosphere and mood. “Warm” colors such as red and

orange create different feelings than “cool” colors such as blue and violet. Dark,

saturated colors are bold and dramatic. By contrast, pale pastels are light and

airy, and bright colors with bold patterns feel energetic and fun. Keep in mind

that colors influence each other. Yellow on white looks very different from yellow

on black, for instance. Patterns can also alter a color’s appearance. If you are not

a color expert, seek help from a decorator or research online until you identify a

palette that appeals to you and your client.

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 Decor
Your event’s decor is the strongest visual presentation of your theme. Even the blandest venue can be

totally transformed by an expert event decorator (and, of course, a sufficient decor budget). Weddings,

parties and social events use a variety of decor pieces to enhance the guest experience. Depending on

your concept and other factors such as the venue, your decor pieces can include items such as:

• Flowers or plants • Flatware

• Lighting • Furniture

• Linens • Banners

• Dishes • Centerpieces

All of the aspects of event decor combine to achieve the unique look and feel of the event. Event

decorating plans and associated costs can vary widely depending on the final look you and your client

want to achieve. An extensive decorating scheme can completely change the look and feel of an event

space and might include everything from temporary carpeting to extensive hangings and elaborate

chandeliers. On the other hand, a decorator can also add a few subtle touches to enhance the natural

beauty of a venue such as a botanical garden or a museum.

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WORKING WITH DECORATORS

Professional decorators have sets of furniture, dishes, lighting fixtures and other pieces that they use to

set up and decorate venues. Their rentals often include both practical pieces such as chairs and tables

and purely aesthetic pieces such as centerpieces and backdrops.

Decorators are experts at bringing their visual expertise to events. A professional decorator will be

able to work with you to implement a concept you’ve designed with your client or even to create an

inventive new design concept from the ground up. Full-service event decorators offer linens, furniture,

centerpieces, dishes, lighting and sometimes even in-house floral design services. Other decorators

may specialize in particular elements of decor but will likely be able to recommend partners who

provide other essentials. Many decorators can help you order or create a custom piece, or come up

with a creative alternative within the event’s budget. Think of your decorator as the person in charge of

everything your guests see in your event space.

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 DECOR CASE STUDY: A RETRO FUNDRAISER

In 2017, the charity Rethink Breast Cancer chose the theme “Get Physical” for its annual fundraising

gala. The theme was inspired by the fitness trends and aesthetics of the 80s and 90s. Decor created

by the charity’s event team in partnership with the creative brand The Sorry Girls played a major role

in conveying this theme to guests. The event featured a retro color scheme composed of white paired

with bright yellow, pinks and blues. These colors appeared in nostalgic decor pieces representing

classic items from the 80s and 90s such as:

• A giant boombox cutout decorating the DJ booth

• Stacks of oversized Rubik’s cubes

• Vintage TVs and electronics painted in the event’s colors

• Blown-up teen magazine covers featuring 80s and 90s celebrities

• A Super Mario Bros photo booth

The event’s lighting also tied into its color scheme, and posters for the event featured retro prints in

its signature colors. To enhance the event’s decor even further and take the theme to the next level,

attendees were encouraged to dress in 80s- and 90s-inspired workout gear. For this gala, a simple retro

color scheme allowed decorators to create a number of unique pieces that brought the concept to life.4

4
Scriver, Amanda. “11 Ideas for a Retro Fitness-Theme Event.” BizBash. October 25, 2017.

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DECOR CASE STUDY: AN ENCHANTED GARDEN GALA

For the wedding website The Knot’s eighth annual gala, organizers selected the theme “Met by

Moonlight,” inspired by Shakespeare’s A Midsummer Night’s Dream. The event’s color scheme featured

a riot of rich colors inspired by moonlit forests and gardens, including deep greens, purples, blues,

pinks and reds with magical touches of gold.

Unsurprisingly, flowers and foliage played huge roles in this elaborate event. Floral arrangements spilled

across the floor, decorated arches and even hung from the ceiling to create a lush, fantastical setting

for the event. The floral design company L’Atelier Rouge even provided live trees as decor pieces for

the event, which decorators enhanced with moody lighting in the event’s colors. In a lounge hosted by

the brand Perrier-Jouët, florals hanging from the ceiling were reflected in a specially installed mirrored

floor, while deep green curtains added to the room’s rich, intimate atmosphere. Another lounge area

used florals sparingly and instead evoked the view from a starlit balcony with a blue curtain studded

with twinkling lights.

Organizers brought their decor to the next level by tying entertainment right into the theme.

Entertainers from Scarlett Entertainment posed with guests or wandered the event dressed in a variety

of fantastical costumes. These included entertainers dressed as “floral statues,” magical woodland

creatures and fairies. Ballerinas posed and danced in costumes studded with twinkling lights, while

one floral installation featured a live model at its center. The entertainers and their costumes enhanced

standard decor elements such as floral arrangements, furniture and linens, and brought the event’s

magical theme truly to life.5

5
Jacobson, Ivy and Maggie Seaver. “The Knot Gala 2017 Took ‘A Midsummer Night’s Dream’ to the Next Level.” The Knot. 2017.

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 Other Event Components
Although color and decor are often the primary means for translating a

theme into a concept, just about every other component of an event can be

selected or adapted to enhance an event’s theme as well.

VENUE

A venue’s atmosphere has a huge impact on the event’s atmosphere. Some

venues enhance an event’s theme with minimal decorating. Consider a party

with a jazz-age theme held at a modern speakeasy or a converted warehouse,

for instance, or a tea party held at a historic estate. Other venues may simply

provide a canvas for the event decorator to create something from scratch.

CATERING

Selecting dishes that align with your theme heightens an event’s immersive

experience for guests. You could serve jambalaya, gumbo, beignets and

other traditional New Orleans cuisine at a Mardi Gras party, for instance.

Caterers can also use creative names, ingredients, flavors, colors and

presentation techniques to customize an otherwise standard dish for your

client’s event theme. Think of the custom cocktails created for the Batman-

themed birthday party we looked at earlier.

Cakes are in a category of their own when it comes to creative catering.

Talented pastry chefs and bakers can assemble stunning, sculptural desserts

that mimic geodes, watercolor paintings, fairytale castles, sports equipment,

cartoon characters and much more. In many cases, elaborate cakes are put

on display and essentially function as pieces of decor—until dessert time,

of course!

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ACTIVITIES

Games and crafts can easily be customized to an

event’s theme. The “Get Physical”-themed gala we

looked at earlier kept things simple by updating

a Twister board in the event’s colors for guests to

play. The game fit the event’s retro theme and, once

customized, tied into its color scheme. A thematic twist

on a standard party game or craft is a straightforward

way to enhance an event’s theme. Even dancing—a

staple at many parties and social events—can be

customized. For a 1930s-themed party you could

hire dance instructors to teach attendees a few basic

Lindy Hop steps, for instance.

MUSIC

The expansive selection of music genres and forms

available makes this event component easy to

customize as well. At the simplest level, music can

impact an event’s tone and formality. Imagine the

difference in atmosphere between a string quartet

and a high-energy DJ. You can probably picture the

types of events to which each would be suited without

much difficulty. Beyond that, many event themes tie

in naturally with certain types of music. A salsa band

is the perfect addition to an event inspired by Latin

American culture, while a playlist of hits from bygone

decades enhances a party with a retro theme.

EVENT & WEDDING PLANNING VOLUME 1 51

 ENTERTAINMENT

Aside from music, consider any other forms of entertainment that might add to your event’s theme.

We looked at the unique entertainers hired for The Knot’s “Met by Moonlight” gala earlier. Other

options could include acrobats, fire-breathers, magicians, dancers, live painters, etc. Their costumes

and performances can often be customized to your event’s theme.

PRINTED MATERIALS

Invitations, signs, programs, banners and other printed materials are highly customizable. Paper types,

printing styles, colors, fonts, images, wording and other design elements are often selected to tie into

an event’s color scheme and decor. You can also consider varying from standard paper materials by

selecting print media that better fit an event’s theme. To tie into the enchanted forest theme, the “Met

by Moonlight” gala listed the names and ingredients of its hors d’oeuvres in a whimsical font etched

onto rounds of wood.

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ATTIRE

Clients often want to get into the spirit of their events by dressing up. Being greeted by a host dressed to

suit a party’s decor makes a strong first impression. Depending on the theme and on client preferences,

this could involve anything from an outfit that ties into the event’s colors to a full-blown costume.

For some parties, your clients may want to encourage their guests to dress up as well. Recall that the

“Get Physical” gala we looked at earlier encouraged guests to dress in 80s- and 90s-inspired workout

gear. In fact, parties with retro and vintage themes commonly encourage attendees to dress up in

fashions that fit the event’s time period. Halloween parties and masquerades generally encourage

guests to choose their own costumes, although some clients try to keep things unified by suggesting

a theme. If your clients want guests to dress up, they should note “costumes encouraged” on the

invitations. Holding a costume contest is always a surefire way of encouraging attendees to get into

the spirit!

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 Now that you have a sense of the work involved in building an event concept,

you’ll be able to create in-depth and well-rounded concepts for your next

planning project. You’ll see how easily your ideas for themes flow into concrete

concepts that carry over to every aspect of the event. A thoroughly developed

concept will allow you to begin creating beautiful, innovative events that your

clients and their guests will remember for years to come.

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