Wednesday’s 5:45 am spin is one thing I look forward to every week.

For many reasons.

One of them is the second row.

If I had to pick one word for the second row, it would be ‘tribal’. It’s like the Hunger Games, but the second row is one alliance. We’re mostly in our early forties to, maybe, mid-fifties, slogging it out in corporate America or entertainment. The lead guitarist of Thrice takes bike nineteen. Liz, my lovely sister-in-law, is a concert violinist, takes bike seventeen. I’m on bike sixteen. There is a pharma executive on bike fifteen and his commercial banking executive wife on bike fourteen. The woman on the last bike on the starbird side owns a long string of laundry mats and dry cleaners all over Irvine. (Guess which one of us is printing money?)

There’s no spring in this group of chickens; we’re the kind who likely have a monthly Amazon subscription for Hot ‘n Cold patches.

We’re also not the group that would show up to a spin class when we could be sleeping. No one in our class is taking sweaty selfies for our Stories. No one is creating a Reel with a “This Is Community” overlay. But there we are. Half awake. Speaking in grunts, nods, and eyerolls. Often without caffeine. We are committed and consistent with the Wednesday 545 spin.

I bet you’re asking, ‘But why?

Chief reason is that we have a spin instructor who knows how to hold space.

You’re probably thinking, ‘Holding space?! That can’t be a compelling enough reason.

But stay with me — here’s why ‘holding space’ is exactly why we show up to ride with Dylan Pavlik.

Dylan is a novelist/food content creator for Food Beast / moonlights as a spin instructor twice a week. He’s a theater kid who graduated with two degrees in performance arts, who LOVES to read. In short, Dylan understands narrative. More importantly, he uses narrative to turn us from sleepy heads into speedy people hopped-up on endorphins.

Do you see where I’m going with this and holding space?

OK — good.

Unlike the other instructors, Dylan doesn’t open the spin room until five minutes before class. He is getting the lighting right, making sure it's cold when we get in, and plays just the right bike-set-up song.

He doesn’t leave the room open to chance. Every minute, it feels like, is planned just so.

More than just getting the vibe right, I believe Dylan is in there, quietly preparing how he’ll transform us, make us better, even if it’s only on a Wednesday.

This is the same reason I don’t open a ballroom, a new model-home complex, or even a Western Saloon until I’m 100% ready, because I have intentionally assigned every minute to accomplish something for my guests.

For people who design spaces where you want guests to leave meeting someone they’ve never met before, knowing something they didn’t know before, or having their hearts and minds changed, you have to name every moment on purpose.

This idea, plus 24 other questions, is what I’ve been asking myself as the fall event season creeps up (just three weeks away!)

I’m splitting the 24 questions into two parts. Here are #1–12; stay tuned for #13–24 next week.

24 Questions to Ask Yourself About That Event You’re Planning Right Now.

1. Who exactly am I really planning this event for, my guests or myself?

I have been fired so many times for asking this one question: “So What?”

As in, “So what? Why does this matter to your guests in the room? Will your guests leave having met someone new or learned something surprising?

If in your heart the answer is no, then you know this gathering might be a place where you or your boss is looking to gain status.

(Playing the status game isn’t wrong. Everyone does it. But when it comes to events and gatherings, it’s essential to know who you’re planning the thing for.)

2. Have I budgeted for the unexpected?

You know you need to prepare if you get a case of the just-in-cases. Just in case there is rain in the forecast. In the event your CEO wants to host wine and cheese after a fireside chat. Surprise ~ a speaker would like an extra 72” LED.

My general rule is to have 10-12% of your budget set aside for the unexpected.

3. Is my venue going to say “wow” or “ow, my back”?

Super critical. Your venue shapes how your guests will receive and remember your event. And remember, people talk. You don’t want people talking about how cheap you were. Your event might not get a Yelp rating, but your event will make it on a text thread. Make sure it’s a good review.

4. Can I picture the perfect guest arriving... or just the one who asks for too many things and will be scrolling their phone?

Having an Ideal Guest Avatar is the first step to knowing your audience. It’s how you build affinity and loyalty. By building an audience profile, you know the tone of communication they’ll engage with, you know what is compelling to them, you know what they’ll respond positively to, you’ll know what kind of beverages they’ll like, and you’ll know how they want to be nurtured.

Austin Kleon in Steal Like An Artist talks about the difference between seeing your audience and seeing through your audience. You don’t want to see your guests simply; you want to see through your guests’ eyes. Experience what they experience, understand their worldview. That’s the only way to deliver a gathering that gets full engagement.

5. Am I accidentally planning a conference or a glorified Zoom call?

This is an easy one. It’s kind of like that saying, “This meeting could have been an email.” Time, quickly followed by attention, is your most valuable asset. If you’re guests show up, make sure it was worth their time, attention, and energy.

6. What’s the one thing that will make guests say: “I need to talk about this on LinkedIn”?

Something I learned from Nancy Duarte: S.T.A.R.

Give your guests: Something They’ll Aways Remember.

7. How many worst-case scenarios have I thought about?

I can’t tell you how valuable you become when you’re someone who can identify and plan for real worst-case scenarios.

It’s what separates event planners from real event planners. There is a benefit to being slightly paranoid. I say “slightly” because paranoia can quickly turn into paralysis.

To plan for the worst-case scenario. Schedule a 60-minute meeting with your marketing, brand, PR, and event team. Layout your program (run of show is fine) and schematic. Now ask yourself, it’s the day after the event, and we didn’t meet our objectives, what happened? Make a list. Do what you have to do to protect yourself from the worst-case list.

8. How do I approach planning a menu?

Ask yourself: What would I serve at home if this event/meeting/conference were being hosted in my living room? Make a list. Serve that menu.

9. Did I overbook speakers so much that even I can’t keep track?

Over-programming happens all the time. I once had not one, not two, not three, but four Investor Relations Managers send me four unique run-of-shows that had eight hours of straight programming without breaks. Not a lunch break, not a coffee break, not a bio break.

When looking at your agenda, if you have more than five 45-minute programs, you’re doing too much. Three is programming gold, five is good. Make sure you have breaks.

More importantly, ask yourself, am I giving my audience moments to organically connect?

10. How do I approach my Mikey Ears?

When you go to Disneyland (or World) imagineers and cast members leave little Mikey Ears as a delightful reminder of why you’re there. Little easter eggs.

You should consider these for your events, too. Think about your audience and consider what they might find delightful, surprising, and even an inside joke. Plant those in as many places and as many program elements as possible.

11. Have I read through the contract or just skimmed the fun parts?

This is where ChatGPT comes in handily. Upload your contract to ChatGPT. Ask it to review your contract as if it were your lawyer. Ask it to simplify the legalese, identify the pitfalls, and counter asks so you know you’re protected.

12. Am I giving myself enough time for a victory dance at the end?

It takes a team of eight 1,236 hours to raise over $650,000 at a fundraising gala.

It takes 12-18 months to book a five-star resort for a strategic retreat or an investor conference.

It takes 18-22 weeks to plan and promote a grand opening event for a master plan.

Events take a long runway and team to execute flawlessly. Are you giving yourself what you need to be successful?

The start of the fall event season is only three weeks away, and the busiest selling season, Black Friday, is only 108 days away. If you are in sales, marketing, branding, or events, climbing your annual Everest isn’t too far from now.

My intention with this list is to guide you with key questions that help you see around corners, so you’re successful when this Fall revs back up.

Did I miss any burning questions? Hit reply and let me know—I read every email (while sipping my third cup of coffee).

Patty

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“This is the worst-case scenario,” said a resident fleeing on foot from their Malibu home.

The devastation unfolding in Los Angeles is staggering. Nearly 200,000 acres have burned, causing an early estimate of $150 billion in damages. The LAFD is stretched so thin that firefighters from Newport Beach, Huntington Beach, and even Las Vegas are assisting.

As I scrolled through the endless news updates – I mean, honestly, how could anyone be paying attention to anything else? One thing that stood out to me was the extraordinary response from brands stepping up to help.

These acts of generosity carry a powerful lesson: in times of crisis, brands can do more than just sell—they can show up as big part of the community.

Here are three things we can learn from how these companies are earning trust and goodwill in real-time:

1. Move Fast

When the fires broke out, Airbnb’s partnership with 2-1-1 was live within three hours, offering free stays to displaced families. This rapid response underscores the importance of acting first and refining later. In emergencies, perfection isn’t the goal—helping is.

2. Engage Your Community

Social media became a lifeline. Brands used Instagram, X, and Facebook to share resources, while individuals amplified these messages to create a rapid ripple effect of aid. It wasn’t government agencies or traditional media leading the charge—it’s the community.

3. Make It Free

In the face of loss, even basic needs can feel out of reach. Companies like Uber, Starlink, and neighborhood restaurants removed barriers by offering free rides, Wifi, meals, and accommodations. These gestures weren’t about profit but about putting people first.

Most of you reading this are stewards of your organization’s brand. Whether or not you work in marketing or PR, you have the power to shape how your brand responds to crises like this.

So, I’ll leave you with three questions:

• How can you move quickly in the face of a community need?

• How can you mobilize your community to help?

• What can you offer, free of charge, to make a difference?

The fires raging across LA are a call to action—not just for residents but for all of us.

Always rooting for you,
Patty

P.S. Please join me in praying for the victims, firefighters, and all affected in the community. ♥️

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Cheers and Happy New Year.

Posting my What’s In and What’s Out List on January 9th might be late. This list was way longer than what I have below. It took over two days to edit and eliminate, edit and eliminate, and then edit and eliminate some more.

Deciding to leave things out might be an IN trend for 2025.

Anyway, life is all about choices.

Let's jump into it and look at the 2025 trends shaping how we gather, build communities, communicate, and use AI tools to help us thrive.

✅ Zero-proof Bars

❌ Complicated signature cocktails and premium bars

1. Gen Z is Abandoning Alcohol – Newsweek, July 2024

2. Pernod Ricard buys a stake in Lewis Hamilton’s Non-alcoholic Spirit – The Independent, August 2024

3. U.S. Surgeon General Calls for Cancer Warning on Alcohol – NYT, January 2025

What do these tell us?

All three headlines are influenced by social proof of a community, celebrity, and authority that a significant behavior change is happening. That trend shows a rapid rise in zero-proof drinking.

We’re not talking about mocktails, which is just juice. We’re looking at beverage and bar programs that use non-alcoholic spirit alternatives that can mimic the flavor of alcoholic spirits. For example, zero-proof spirits are created by distilling botanicals with alcohol to extract flavor and then re-distilling to remove the alcohol. Gin sans its alcohol by volume but still tastes like gin.

As this social trend continues, event attendees will look for elevated non-alcoholic experiences, from ingredients to barware, from mixologist personality to bar vibe.

Today’s zero-proof bars offer a novel approach to the over-complicated premium setups and signature cocktails of the past.

✅ Concierge Desk

❌ Registration & Badge Pick-up

Registration is never seamless. Just ask any event planner and her assistant. Most guests RSVP at the last minute, there’s never enough time to print badges, and VIPs are often left with handwritten name plates (embarrassing, at a minimum).

But in the last year, thanks to SaaS and AI, event planners can easily design and launch event-specific apps so guests can manage their registrations. As a result, the entire registration process has been streamlined and automated. Hours and hours of spreadsheet work save.

Because the front end of the process (registering) is more straightforward, the back end (checking in and collecting a name badge at the event) gets cheaper. Badge distribution can now be automated and printed on-site—no more closing of registration to meet a printer’s deadline.

A registration team whose sole function is to hand out badges and bags of swag can now be reimagined as a concierge team that can provide a high-touch, personalized guest experience. Personalizing the experience means helping guests find their party, programming their conference agenda, or even safely storing their luggage while attending meetings and break-out sessions.

The concierge desk transforms the arrival experience seamlessly by automating the check-in and name badge process. Welcoming guests was never about handing something a name badge. It’s always been about welcoming guests with five-star service and style.

✅ Apply to attend

❌ Ticket Sales

Events that DON’T sell tickets.

• NYT’s The DealBook Summit

• MADD // Fest London

• TED (and TEDx) Conference(s)

• SXSW

• Outstanding in the Field

• Abbott World Marathon Series

• Dîner en Blanc

… and more.

These events require an application before the producers decide if they’ll sell you a ticket (or not).

In a world of inclusion-everything, this feels exclusionary. To some, it might even be offensive.

But is it?

What if we considered this strategy as a way to create a tighter community, deliver an even more personalized experience, and a more committed participant in each guest?

The more you get to know your guests at the onset, the more you’ll learn how to care for and serve them. This doesn’t happen without the guests telling you who they are, why they want to belong to your gathering, and what’s important to them.

Why, in today’s everyone-is-included, everyone-is-invited framework, asking guests to tell us about themselves gives us the greatest advantage in perfecting our programs for our audience.

Exclusive doesn’t just mean expensive anymore. Event producers are adopting guest applications to curate engaged audiences, ensuring events are filled with the right mix of people for meaningful connections.

✅ Connection-driven

❌ Content-driven

Once upon a time, meetings, summits, and conferences had to be rooted in content. These were venues to learn exclusively from the industry’s best. Then came YouTube, Masterclass, TED talks, SkillShare, and digital courses from a zillion content creators. Enhancing your skill set and learning new strategies became easier and exponentially cheaper (think: free).

Democratizing expert-based learning made content available anytime, anywhere to everybody. What you might learn is no longer why you attend a meeting, summit, or conference.

You register for a conference, buy the plane ticket, and book the hotel room because you want to meet with the best in your field, reconnect with others, and have event experiences like Linked In, but only in real life.

We want experiences that foster relationships, not just information overload. Yes, make your program interesting and dynamic. No one will pay for blah. However, as a planner/producer, lead by stating how rich and dense your audience is and how your audience will benefit from the connections made at your venue.

Event success today hinges on building community and creating genuine moments of connection.

✅ Community-led Marketing

❌ Influencer-led Marketing

You want guests leaving, meeting someone they never met before, and learning something they didn’t know before.

At the end of the event, only a community-centered approach can deliver this experience.

Community-led marketing is more powerful than influencer-led approaches for meetings, fundraisers, and conferences because it cultivates a more profound sense of connection and purpose among participants. While influencers may draw attention (and sales) to an event, a strong community ensures lasting engagement, where attendees feel valued and inspired to contribute beyond the occasion.

Events built around a thriving community create an atmosphere of shared learning, collaboration, and meaningful experiences that resonate long after the event ends. This collective energy transforms attendees into advocates, first-time buyers into raving fans, and a donor’s guest into a donor.

A seasoned planner knows that the true impact of an event lies not in who promotes it but in the bonds and shared growth it fosters. Community-first always.

✅ Handwritten Notes

❌ Automated Emails

An automated thank you email to 300 guests scheduled to be sent right when guests leave your event is impressive – it’s also easy, flimsy, and utterly forgettable. Nothing says to check the box like a scheduled e-blast. We don’t like feeling like a checked box, nor do our guests.

Why thoughtful, personal touches are making a comeback. Start with a handwritten thank you sent in the mail.

Handwritten notes show genuine appreciation and leave a lasting impression that automation never will.

I know I don’t keep thank-you emails (especially automated ones), but I do keep handwritten thank-you notes. What we save should say something about what we value most.

✅ Live Podcasts

❌ Speaker Panels

Static panels are losing their appeal. This tells us that live podcasting is the evolution of the traditional panel discussion, offering a dynamic, engaging experience that resonates far beyond the event itself.

Podcasters are natural moderators. They are often well-researched and trained to ask sharp, thoughtful questions, guiding meaningful conversations that captivate audiences.

Traditional panel discussions live in the moment, while a live podcast creates content that can be shared and replayed, extending the event's impact. Sponsors see the value in this extended reach, as their message is tied to content that continues to engage listeners long after the gathering.

This approach transforms the event into a platform for lasting influence, not just a single-day experience.

Want to attract better, more notable guests? Podcasts also attract high-caliber, tougher-to-get personalities who understand the power of being part of a conversation that reaches a global audience. Featuring notable speakers in a live podcast elevates the program and positions the event as forward-thinking and influential.

The recorded podcast becomes a tool for future marketing, helping showcase the event's quality and relevance to potential attendees, sponsors, and partners. The safest of planners and producers recognize that the key to innovation is creating moments that resonate far beyond the room—this is the magic of live podcasting today.

✅ Signature Event Apps

❌ Event Landing Pages

The future is clear: event landing pages are on their way out. They’re a hassle to build, even with ready-to-use templates and clunky billboards in a world demanding dynamic engagement.

Enter unique event apps. Sleek portals powered by SaaS solutions and AI, turning static details into personalized experiences. Designing and building them only (read: usually) requires a prompt. These apps are wise guides, offering attendees tailored schedules, instant updates, and real-time networking opportunities—all at their fingertips.

This is where AI elevates the game, learning user preferences to suggest connections, sessions, and content that matter most.

Why settle for a dusty webpage when you can deliver an intuitive, evolving platform that wows guests and keeps them returning for more?

WARNING: SaaS solutions and AI are TOOLS. Don’t allow these tools to decide your mission, objectives, themes, and rules. As an established planner, you decide on those. Provide your key components to AI platforms to program and launch your unique event app for you.

✅ Annual Event Marketing Campaigns

❌ Quarterly Event Marketing Calendars

Great events aren’t built in a hurry—they thrive in an annual event marketing campaign's steady, intentional, long-term thinking.

In 2025, the most innovative event planners will embrace year-round strategies, recognizing that success depends on nurturing relationships over time rather than cramming efforts into frantic quarterly bursts. A long sponsorship sales campaign allows brands to see the event as a partner, not a pitch, giving them the time to align their goals with yours. Meanwhile, an extended registration period creates anticipation, while guest nurturing ensures that attendees feel connected to the event’s purpose before arriving.

Like planting seeds in fertile soil, this approach guarantees a harvest of engagement, attendance, and profit. You’ll never see this kind of result from planned, promoted, and produced events in 90 days.

An annual campaign doesn’t just fill seats—it builds momentum, giving you more touchpoints to tell your story and inspire action. AI and analytics make it easier than ever to tailor messages to sponsors and guests, keeping them intrigued and invested as the event draws near. Sponsors love the extended visibility, and guests feel like valued participants in a journey, not just a transaction.

Remember: the longer you cultivate connections, the deeper the roots and the greater the rewards. In 2025, annual campaigns will be not just a trend but the blueprint for event success.

Here’s to 2025! I can’t wait to see how we can connect in a deeper, more meaningful, and memorable way.

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Preeminence.

It’s why Millennials are dancing on TicTok, Fortune 500 CEOs are hiring executive ghostwriters to grow their LinkedIn profiles, and consultants are leveraging their blogs to become Forbes contributors (present company included).

It means being the best or most recognized in a specific area. It’s not just about being good at something—it’s about standing out so much that everyone knows you’re the person to go to for that thing.

Key parts of preeminence:

1. Reputation: Being trusted and well-known for what you do.

2. Influence: The ability to shape ideas, trends, or decisions.

3. Visibility: Staying in people’s minds when they think of your field.

4. Authority: Having knowledge or skills that others turn to for help.

In short, preeminence is about being so excellent that people think of you first when they need help or solutions.

Today, it’s more than a buzzword—it’s your competitive edge in 2025.

But here’s the kicker: in today’s crowded, cutting-edge digital and old-school media landscape, being the best isn’t enough. You need to be visible, valuable, and unforgettable.

How? By consistently getting in front of your audience.

And, of course, this advice will come from your favorite opportunistic event planner (shameless plug). You become preeminent by hosting events.

Lots of them.

Throughout the year.

But not just any gathering. You don’t host events to host them; you don’t invite guests for the sake of inviting them. Your events need more than a plan. Your events need an intention. So when you ask the question: “So what?” You’ve got a meaningful answer.

Because when you plan with intention, you create with purpose.

Your events should position you as a thought leader, a conduit for connections, and a value creator. In other words, you become preeminent.

You have 333 days left to 2025. So, let’s unpack why this works and how you can make it happen – your first week back at the office 😉.

Why Events Are Your Shortcut to Influence

Events are a lot of work, expensive, and can quickly overtake your team’s priorities—we know. But when done right, they deliver unparalleled returns. Here’s why hosting events should be your secret weapon:

• Want sales to rally? Host a product-focused event.

• Want to lease up your commercial real estate development? Host a broker event.

• Want to build an audience in preparation for a product launch? Host an expert panel, a fireside chat, or a networking roadshow.

• Want to raise money for foster kids or cancer research? Host a fundraising gala.

• Want to get your book in front of the media? Host a speaker series.

• Want to raise new capital for your investment fund? Host an investors’ reception

• Want to capitalize on a large industry conference? Host a mini break-out conference or cocktail party

Events do more than gather people—they move sales, fill your sales pipeline, create buzz, solidify your authority, and leave a lasting impression.

Step 1: Start With Your Audience

Before diving into when, where, what time, and how, ask yourself:

• Who is my audience?

• What’s keeping my audience up at night?

• What are they talking about, worrying about, or hoping for?

Design your events to address these needs. When you address your audience’s problems, you don’t just host an event—you make your audience feel seen, heard, and, most importantly, considered. You create an experience that matters.

Step 2: Define Your Goals

Knowing what you know about your audience, what do you want your events to achieve?

Whether you’re raising brand awareness, customer loyalty, market share, or generating leads, start with intention. Clarity on your objectives ensures your events are more than dates on a calendar or a line item on your budget—they’re strategic moves that increase your influence.

Step 3: Establish Your Event Cadence

An annual events calendar keeps you consistent and relevant. Choose a cadence that fits your goals:

• Quarterly Flagship Events: Think conferences, summits, or retreats.

• Seasonal Gatherings: A winter gala, spring networking event, summer barbecue, and fall workshop.

• Strategic Pop-Ups: Leverage trends, major industry events, or conferences to stay top of mind.

Here are three questions that’ll help identify timing that fits your calendar and capacity:

· What type of events will have the biggest impact on my audience? (Make a list)

· How often can my team realistically host events without compromising quality?

· What timing aligns best with my audience’s needs and schedules?

Consistency is key. When your audience knows they can count on you, they’ll keep showing up.

Step 4: Build Your Dream Team

Great events don’t happen by accident. You’ll need a strong team from start to finish, not to mention a mix of external expertise and internal execution:

1. Engage a Professional Planner: Collaborate with an expert to vet vendors, negotiate venue contracts, create templates, SOPs, and checklists.

2. Empower Your Team: Use your planner's plans, guides, and tools to execute flawlessly.

This hybrid model gives you the best of both worlds—strategic guidance and cost-effective execution.

Step 5: Budget. Budget. Budget.

Most events don’t have the right budget because when most CEOs see them, all they see are cocktails, hors d’ oeuvres, and a mountain (of what looks like) wasteful spending. This is why events never make it onto a budget and why they are always an afterthought.

Here’s an obvious but somewhat novel approach: Budget for events as you would for PR, digital marketing, or advertising.

Here’s a rule of thumb: If marketing budgets typically represent 10-12% of annual revenue, companies intentionally growing their market share should allocate 25-35% of that budget to event marketing.

Knowing your budget upfront allows you to plan events that deliver a healthy return (instead of headaches).

Preeminence Starts with an Invitation

Being continent isn’t about being loud—it’s about being consistently valuable. Hosting events regularly positions you as a leader, a connector, and an influencer in your field.

Start planning your annual events calendar today. Your audience—and your bottom line—will thank you.

Dear Reader.

Happy Saturday and (almost) New Year. I hope you have your Champagne all picked out.

Jim Rohn once said: "You are the average of the five people you spend time with." In the same thread, I believe we grow (or shrink) through the books we read.

In an effort to stay in growth mode, here are my 25 books for 2025, in no particular order.

Amazon links included.

Some could be discounted.

And a huge disclaimer, if you do purchase from the link, I might get a half-penny commission.

If you have questions, email me.

1. Building A Storybrand 2.0 by Donald Miller

2. Four Seasons: The Story of a Business Philosophy by Isadore Sharp

3. The Women by Kristen Hanna

4. Anna: The Biography by Amy Odell

5. The Leadership Secrets of Nick Saban by John Talty

6. Mountains Beyond Mountains by Tracey Kidder

7. How to Make a Few Billion Dollars by Brad Jacobs

8. The Ruthless Elimination of Hurry by John Mark Colmer

9. Confessions of an Advertising Man by David Ogilvy

10. Insanely Simple, The Obsession that Drives Apple’s Success by Ken Segall

11. Right Thing, Right Now by Ryan Holiday

12. First Lie Wins by Ashley Elston

13. Cues by Vanessa Van Edwards

14. Invention: A Life by James Dyson

15. The Science of Storytelling by Will Storr

16. Funny Story by Emily Henry

17. The Unpublished David Ogilvy by David Ogilvy and Miles Young

18. The Protestant Ethic and the Spirit of Capitalism by Max Weber

19. James: A Novel by Percival Evertt

20. The Status Game by Will Storr

21. Great Big Beautiful Life by Emily Henry

22. The Courage to be Disliked by Ichiro Kishimi and Fumitake Koga

23. The Laws of Human Nature by Robert Greene

24. The 80/20 Principal: The Secret of Accomplishing More with Less by Richard Koch

25. Get Ready When Luck Happens: A Memoir by Ina Garten

Stay wise, witty, and wildly ambitious.

Your #1 Fan,

Patty

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Oprah does her favorite things; I think I could, too.

Here goes:

1. Favorite Trend Going into 2025: Zero-proof Bar. Treating mocktails with the same crack and creativity as cocktails. We had a Zero-proof bar for Lennar’s Service Awards last week, and it was a HIT!

2. Signature Cocktails for Any Occasion: Vesper from Ian Fleming’s OO7.

Vesper Martini:

• 3 ounces gin

• 1 ounce vodka

• 1/2 ounce Lillet Blanc, or dry vermouth

• Lemon peel, for garnish

In a cocktail shaker, combine 3 ounces gin, 1 ounce vodka, and 1/2 ounce Lillet Blanc or dry vermouth. Add ice to a cocktail shaker, shake well, and strain into a chilled cocktail glass. Garnish with a thin slice of lemon peel, for garnish. Serve and enjoy.

3. The Perfect Playlist for Setting the Mood: Cocktail Party 2024

4. My Favorite Tools for Planning Seamless Investor Meetings: Patrician Company’s Ultimate Investor Meeting SOP.

5. How I Stay Inspired While Designing Investor Meeting Experiences: Going on 5-mile rucks, eating a fancy breakfast, and Pinterest.

6. The Best Wine Pairing for Fresh Pasta: LOVE a soft Merlot-based Maritage. If you want to splurge, go with an Amerone.

7. A Recipe I Keep Coming Back To: Spaghetti Bolognese. My favorite recipe is HERE.

8. Kitchen Gadgets I Can’t Live Without: Rosele Garlic Press

9. Secret Ingredients That Elevate Any Meal: Maldon Salt

10. Books That Changed My Life This Year: A Beautiful Constraint by Mark Barden and Adam Morgan, It’s Not How Good You Are, It’s How Good You Want To Be by Paul Arden, and Who is Michael Ovitz by Michale Ovitz

11. Products That Keep Me Organized: My Full Focused Planner

12. My Favorite Morning Routine Must-Haves: 24-oz HydroFlask

13. Gadgets That Make Remote Work Easier: Our Google Drive + Noise-cancelling headphones + Barin.FM

14. My Favorite Fundraising Tools: Patrician Co.’s Fundraising Dashboard

15. Event Swag Ideas That Guests Keep: SuperGoop PLAY Everyday Lotion SPF 50 Sunscreen. Moleskin lined notebook. JBL Portable Wireless Speakers

16. Social Media Tools I Love: Splurging on the social media content creator at a meeting and fundraising event to produce Stories, Reels, and Carousels in real time.

17. My Favorite Donor Thank-You Gift: Handwritten thank you card.

18. The Best Online Pilates Classes for Busy Professionals: Erika Bloom

19. My Go-To Pilates Stretches for Stress Relief: board jumps

20. Pilates Studios That Inspire Me: Club Studio, Irvine

21. Why Sauna Sessions Are My Favorite Post-Workout Treat: for its fast recovery benefits

22. Books That Changed My Perspective on Hospitality and Events: Disney’s Be Our Guest, Danny Mayer’s Setting the Table, and Will Guidara’s Unreasonable Hospitality

23. Novels That Transport Me When I Need a Break: Anything by Emily Henry

24. Nonfiction Books I Can’t Stop Recommending: Any marketing and disruption book by Adam Morgan (Eating the Shark and A Beautiful Constraint)

25. The Best Book Club Picks for Deep Conversations: Same as Ever: A Guide to What Never Changes

Email me here if you’d like links to any of my favorite things. I hope this inspires you to think about your favorite things.

DISCLAIMER: Today’s article comes from my Friday newsletter, Fundraising Unleashed. If it reads like a letter, that’s why. And, there’s no reason this shouldn't wind up here too.

Let’s jump in:

1. The Right Line

   Since starting Fundraising Unleashed in the spring, I’ve learned that the FROM line will always be more important than the SUBJECT line. I believe this newsletter has maintained a consistent 89% open rate because you all know I’m writing these myself—complete with typos, run-on sentences, and dangling participles.

2. Writing 700 Words Takes Just 25 Minutes

   The secret to producing essays, guides, blog posts, and newsletter issues? Put your phone in a drawer (preferably in another room, or even in the glove compartment of your car), open a blank Word doc in focus mode, and start writing. Don’t stop for 25 minutes straight. Ramble if you must—start by talking about your favorite way to cook eggs or something that irritates you. What you’ll find is by minute four, you’ll find yourself down a path that makes sense and resonates with your reader. The trick isn’t perfection; it’s simply starting and fiercely protecting those 25 minutes.

3. Finish Stronger > Start Perfectly

   I used to chase the perfect morning routine. But after moving not once, not twice, but three times in a single year, I’ve realized it’s less about starting perfectly and more about finishing well. You could say I’ve been living out of a suitcase and a Lowe’s moving box since June and I don’t have all my tool nearby, I carry the bare essentials, it meant I did my work the best I could in the space I found myself in. So, whether its crossing off to-dos, winding down with intention, or simply tidying your workspace—focus on ending the day feeling accomplished.

4. ChatGPT Is a Game-Changer

   AI has revolutionized how my team and I work. From creating systems and templates to streamlining complex planning tasks, ChatGPT has quadrupled our productivity from what feels like five states. But remember, it’s a tool, not a replacement for creativity. Write the first draft yourself, then use AI to refine and enhance. This balance ensures authenticity while leveraging AI’s efficiency.

5. Sleep and Hydration Are Non-Negotiable

   Drink 100 ounces of water daily. Get eight hours of sleep. Prioritize both—you and everyone around you will thank you.

6. Events Aren’t Just About the Money

   At lunch recently, a strategist told me she advises nonprofits not to host events unless they can raise at least $1 million. “Really?” I thought between bites of Caesar salad and sips of iced tea. While bold, I disagree. Events build community around your mission. Even if they don’t hit a monetary milestone, they can lead to donor testimonials, grant opportunities, major gifts, press coverage, and social media content that ripple into seven-figure results. We believe your mission should be well-known and well-funded. This means doing the overwhelming work of producing fundraising events.

7. Storytelling Is Everything

   When someone starts talking about how busy they are (Think: complaining), I immediately ask them what shows they’re watching on Netflix. Lo and behold, the busiest people are always in the midst of bingeing two to three Netflix shows. This tells you the power of storytelling and why we should master it. Executives notoriously running out of time are captivated by drama, suspense, and the thrill of a conflict resolved. Decision makers Netflix and Chill. The secrets these series carry are secrets you can learn and use, too.

8. The Math Always Works

   In April, I published Seven Secrets to Seven-Figure Galas. The process, which started in October 2023, seemed insurmountable. Between the research, the notes, the bibliography, and the actual writing, I didn’t think I could do it in a year that was already so packed. But sometime after my birthday in mid-February, I decided to write 90 minutes before my 6:00 a.m. workout. I had a simple routine: 4:00 a.m., wake up, drink 24 oz iced water, followed by an Odacio, and then I sat down to write for 90 minutes straight. By committing to 90 minutes of focused writing every morning at 4 a.m., I wrote and edited a 17,000-word project in just three weeks and was able to publish it two weeks after that. Consistency and small, focused sprints made it possible.

9. Don’t believe the lie that beggars can’t be choosers.

   In June, I fired a client for the first time since we opened our business in 2003. Despite a non-refundable deposit, I refunded her retainer because she wasn’t committed to the sponsorship campaign’s success. She fought the plan every step of the way, costing my team over 250 hours of work. Lesson learned: behavior says everything. You get to pick clients. The same way that clients get to pick you. Work with clients who are committed to a campaign’s success.

10. Designing the Guest Experience isn’t Just the Planner’s Job

    I have a new client this year; her name is Amanda. Goodness, I love and admire this woman to death. This speaks volumes because I am surrounded by sharp, accomplished, and loving women. On our first call, she said something that made me stop taking notes altogether. She said to hyper-focus on the guest experience. What makes this special is that most clients ask, “What are you doing for the guest experience?” Instead, Amanda said, “Our goal is to hyperfocus on the guest experience.” This meant being invited to help design the guest experience as we planned and produced two major events–a life-science masterplan grand opening and investor conference—within a 48-hours. Watch the video. To put this in perspective, it takes Stephen King an average of three months to write the first draft of a novel. He doesn’t write it in one sitting. It’s the same with an event’s guest experience. One designs this experience as event elements and programming are decided.

11. Monkey Brain is Real

    The monkey brain, a hyperactive mental chatter, is more insidious today than ever. Especially that Instagram and X have trained us to grab our phones when something feels uncomfortable or like we’ve been doing something for any length of time and need a distraction—two ways out of this: Noise-cancelling headphones and Brain.fm. I can’t recommend this combination enough. I’m writing more and better, not just because I’m writing more and better. It’s because I have these tools.

12. Get Help

    I got married in August. It was a beautiful day that went by WAY. TOO. FAST. The one question that kept coming up months before my wedding was: “How’s an event planner planning her own wedding?” The short answer was: “I’m not.” Sometime in March, when my now husband, Eric, and I didn’t even have a church or reception venue, let alone a wedding date, my mom took the reins and engaged a wedding planner. Helpful doesn’t begin to describe this gesture. This made me think of how we do everything independently, not thinking of or just resisting help from graphics, copywriting, social media, accounting, and so much more. Just because something looks like we can handle it doesn’t mean we should. I’ve been designing and delivering events since 2003, and ‘I can’ plan my wedding. But doesn’t mean I have to. This reinforced an important truth: Just because you can do something yourself doesn’t mean you should. Hire the right people to handle critical work—it’s worth it.

It's been a full year with chock-full of lessons. But you’re the reason I keep coming back here. Week over week (or at least I do my best to do this weekly). Whenever I sit and think about you and what you might find interesting, controversial, or funny, I’m grateful that you allow me in your inbox, and we get to share ideas, even if it’s a few megabytes at a time.

Wishing you a happy Christmas,

Patty

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If hospitality were a competitive sport, you win by making a lot of people feel good about themselves.

Isn’t that the goal of hospitality? For our guests to feel good about who they are and where they are? It’s mostly about reinforcing good decisions.

Here’s an example: The thing that I hate most about the Cheesecake Factory menu isn’t the fact that it’s famously long. I hate that it has the calorie count at the end of every menu item. It’s like, “Look. I know I’m at the Cheesecake Factory. I know your portion sizes can feed an entire village, and I know this isn’t the healthiest choice. But I’m here anyway. So instead of telling me I’m about to consume 1,700 calories on a slice of Reese’s Peanut Butter Cheesecake, tell me it has 1,700 five-star reviews.”

As people who convene meetings, press conferences, grand openings, and fundraising events, my clients know it’s expensive, they know it’s going to take a lot of time, with over a million details to consider, plus the fact that overwhelm will quickly take over. My clients don’t need to be reminded of these things.

My clients need to be reminded, over and over again, of what they’ll get at the end of the day:

• Time with their audience

• The microphone

• An event that expands their influence

• The opportunity to change hearts and minds

• To be celebrated by their competitors, thought leaders, and their entire industry

• More brand awareness

• Sales, sales, sales

• More revenue

• Customer goodwill

• A spot on the 10 o’clock news

Even with the expense, the disruption, and the overwhelm—it’ll all be worth it.

Consider the Olympics. In the documentary The Weight of Gold, Michael Phelps narrates interviews with athletes like Apolo Ohno, Shaun White, Lolo Jones, and Gracie Gold. They share personal stories about the intense pressures of competition, struggles with identity after the Olympics, and the lack of mental health support. These athletes know the price of going to the Olympics—what it takes to compete to win.

They don’t need to be reminded of the sacrifices. Their dreams of taking the podium and winning gold need to be reinforced.

It’s the same thing in hospitality. If it were a sport, we would score when our guests feel good about themselves:

• When they walk away feeling accomplished – we score

• When they sit in a room full of people and feel like the most charismatic person there – we score

• When they leave thinking they’re the smartest person in the room – we score

Gatherings are tough. But making people feel good about the time and effort they’ve invested is the essence of hospitality.

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Business schools teach the economic iron triangle: Good, Fast, Cheap—Pick Two. It’s an essential framework, and I imagine students these days are typing their ChatGPT prompts for essays on this very topic. And in under 55 seconds, they get an A without having to think about the trade-offs, which is the point of the exercise. Economics is the study of trade-offs. This could not matter more for events, meetings, and galas. You’re about to find out why.

With my background in economics, the econ-iron triangle is something I often reference—especially when planning investor meetings and fundraising galas. It’s one of my favorite doodles on the back of a napkin.

But as I prepared this post, reflecting on A (as in one / single) design tweak that makes all the difference, I stumbled upon a 60 Minutes story on the House of Hermès. Two centuries of being one of the world’s most mysterious and coveted brands have opened their doors to a major American news magazine show. Of course, you watch. And, you pay attention.

To my surprise, Hermès operates entirely outside the economic triangle.

It’s not “good” in the conventional sense. A Zara fast-fashion bag is “good.” Hermès bags are exquisite — their distinct shapes, craftsmanship, and feel are unmatched.

It’s not “cheap.” A Birkin starts at $9,000.

It’s not “fast.” Each bag is handmade with a waiting list. Customers can wait up to five years to get a bag.

So, what’s their secret? How does Hermès operate with a $235 Billion market cap while allowing their customers to wait half a decade? I believe it lies in a concept we often overlook: craftsmanship.

Craftsmanship Defined

Craftsmanship is the quality of design and work in something made by hand. Its key ingredient? Time. Time to do something properly. Followed by mastery—doing one thing over and over again in pursuit of perfection.

This isn’t about a lazy pace or boring repetition but rather a steady process of incremental improvement, day after day. And here’s the kicker: craftsmanship and mastery are always led by design.

The Overlooked Power of Design

At its core, design is about organizing elements to achieve a desired outcome. From pottery to grocery carts, apps to gatherings, design is the invisible force shaping the experiences we create. Yet, in event planning, design often takes a backseat to logistics — organizing building components to make a building easy. Starting with planning and logistics means starting in the middle. Why do we do that? (Best believe this will be another post for another day).

Designing for the desired outcome is rare, but it’s what sets apart a truly memorable event.

Here’s an eye-opener: brands that prioritize design outperform those that don’t by 221% on the S&P 500. Don’t take my word for it—this study tracked it.

If there was one design tweak, what would it be?

The One Design Tweak That Changes Everything

If I could give one piece of advice to clients aiming to turn a delighted audience into raving fans, it would be this: Give the process time.

• Time to think through the guest experience.

• Time to vet vendors.

• Time to nurture your guests.

• Time to craft the right atmosphere.

• Time for a proper follow-up.

Properly designing an event takes time. Here’s what that might look like:

• Groundbreaking event or press conference: 3 months

• Residential or commercial real estate grand opening: 4 months

• New product launch: 6 months

• Investor conference/meeting: 6 months

• Fundraising gala: 8 months

As a rule of thumb, the bigger the objective, the more time you’ll need to design, plan, promote, and produce.

Forget First Impressions—Focus on Lasting Ones

In event planning, what really matters isn’t the first impression but the last one because lasting impressions are what will determine how guests talk about their experience; it’s what will make them return to you. Lasting impressions come from all the details—the ones too small to notice—that create a truly memorable experience. Yes, this requires time, and yes, it can be costly. But the alternative?

Would you rather have an event delivered “fast” and settle for good (enough) or cheap?

Or would you prefer something produced properly, elevating your brand, guest experience, and reputation?

Let’s start the conversation. I’d love to hear your thoughts—or counter-arguments! Email me here.

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This thought experiment is timely because, well, I’m thinking about our 2024 Holiday Card. A holiday card that hasn’t been a thing for the last three years. THREE YEARS!!

But what if I rebranded Patrician Company just for the holidays? If I needed three words to make our brand stand upright and unmistakable, what would they be? They’d have to stand out because, at the end of the day, of all the things I could be, I’d rather be different.

This makes me think about my teenage years. Picture me: an all-girls Catholic high school student, intentionally moving against the herd. Competitive golf instead of soccer. Books about accomplished women instead of this generation’s version of Emily Henry. I had a small group of friends, and we thought we were so cool. We’d go to the park and smoke Marlboro Lights. I’m cringing now, but back then? We were rebels. I didn’t just want to be unique. I wanted to be weird.

But weird comes with a price. Eventually, I realized I was trading authenticity for safety, and being unseen felt safer than standing out. That kind of obscurity? It doesn’t work when you’re building a brand.

Looking back, I wish I had chosen different, polarizing, and bold as my guiding values from day one. Because here’s the truth: if you want to be remembered, you have to captivate.

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If I had to brand something today with just three words, I’d choose:

Bright

Bright means illuminated. It means helping others see and be seen. A bright product eliminates confusion—no darkness, no ambiguity. When something is bright, it’s defined. Both the creator and the customer know exactly what they’re making and exactly what they’re getting.

Think of brands like:

• Coca-Cola

• Netflix

• In-N-Out

These are bright brands. No confusion. You know what they stand for. Bright, clear, unforgettable.

Distilled

To distill is to eliminate anything unnecessary to create the purest form. It’s the intelligent way of saying no. And, honestly, “no” is a perfect sentence.

In a world that constantly screams, “Wait, there’s more!” the bravest brands dare to say, “This is it.” No fluff. No extras. Just the thing.

Distilling something down to its essence can feel risky. Some buyers may want more bells and whistles and head next door. But those who stay? They won’t question you. They’ll love you—your brand, your product, your pure, distilled vision.

Think of brands like:

• SmartWater

• Chick-fil-A

• Tesla

These brands are distilled. They’re clear about their one thing. That clarity? It’s powerful.

Wild

Wild doesn’t mean chaotic. It means untouched, untamed—something raw and authentic. Think: wildly useful, wildly unique, wildly interesting. The kind of thing that hasn’t yet been watered down by trends or groupthink.

Stephen King, in his memoir On Writing, reminds us to avoid adverbs. Use words that stand on their own. Wild stands on its own.

In branding, the wild thing—the only thing—is what makes you unforgettable. Brands that are wild don’t blend into the herd. They don’t camouflage like zebras on the Serengeti, safe in their sameness. They break the mold. They say, “Here I am,” unapologetically.

Because here’s the deal: the brands that try to fit in? They disappear. The ones that dare to be wild? They stand alone.

Think of brands like:

• Costco

• FI

• Redbull

So, Why Bright, Distilled, and Wild?

Because we live in a world of distractions. Not just smartphones or screens—our brains process 30,000 thoughts a day. Humans are designed to be distracted. If you want to win in branding, you have to distill your message, brighten its impact, and uncover what’s wild about your product.

At the end of the day, the goal isn’t to be the best of many options. It’s to be the only option.

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