Bryan Rafanelli is the founder, president, and chief creative officer of Rafanelli Events, a full-service event production and design firm with offices in Boston, New York, and Palm Beach, Florida. Rafanelli and his team produce more than 100 events per year, ranging from fund-raising galas and corporate events to state dinners and private parties; they also planned Chelsea Clinton’s 2010 wedding.
1. I’m not a “trend” guy. I create, design, and execute events to reflect our client’s specific story. The greatest moment is when guests understand their host’s generosity, brilliance, success, and ideas through design and engagement. I often seek inspiration from architecture, restaurant design, fashion design, and contemporary art. I happened to love 2015’s Pantone Color of the Year, but only used it when it made sense for overall impression and impact. I’m a storyteller, and I believe every celebration should tell a great story. Whether it’s a wedding in Istanbul, the opening of a research facility, or the annual Breast Cancer Research Foundation gala, I create experiences that reflect the unique personality of each client. Certainly the financial investments made can be different, but it’s not about how big the budget is; it’s about how you tell the story within the existing budget.
2. My design approach is to create balance in all design elements, whether that’s through beautiful flowers, lighting, linens, furniture, or brightly colored carpets and floor treatments. Different table seating arrangements can complement a great design, but can’t stand alone as the only big design idea. I like to focus on three to five big “impact” moments guests will notice and remember.
3. My secret to managing a team is to over-communicate and over-share. Bring everyone to the table and communicate, communicate, communicate. Hold everyone accountable and reward people to show their best efforts do not go unnoticed.
4. For entertainment, always be on the lookout for exceptional talent. Attend music festivals, as well as music school competitions and final class presentations. Talk to your “go-to” band or orchestra and come up with new and interesting ways to interact with audiences and inspire them. Let the entertainment know your client’s story and how you plan to tell it through design, food and beverages, and wonderful entertainment.
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5. Treat high-profile clients with respect, and offer them all the comforts they need to feel at ease. We work closely with our [big-name] clients to best manage situations when the media is going after a story. Whether it is security, decoy locations, or carefully curating information to guests and our family of suppliers, it’s all part of giving our clients and their guests peace of mind. On the other end, the media is here to tell a story; it is their job, and they should be expected to do it well. Handling the media with respect and clear communication about what is on- and off-limits is critical.
6. Be over-prepared for the day-of-event. Start the day with a kickoff call or meeting, and walk through everything that will take place, minute by minute. By being over-prepared when an opportunity or challenge presents itself, the team is ready and able to react to make the event experience even better. Show your gratitude at the beginning, middle, and end. A positive, exciting environment will add to an exciting and positive event.
7. Work your way up in the industry by working the industry. Attend, volunteer, and participate in industry events and webinars. Volunteer your time to nonprofits and offer your creative ideas. I did that 20 years ago and learned so much from amazing, generous, thoughtful people. Introduce yourself to your peers in all aspects of the event industry repeatedly. I stay energized by engaging and communicating with a wide variety of people.
