The Art (and Logistics) of Feeding People: A Behind-the-Scenes Look at F&B for Events
Have you ever noticed that no matter how brilliant your keynote speaker is, how slick your LED wall looks, or how perfectly timed your sessions are… people will still talk (a LOT) about the food?
“Was it good?”
“Was there enough?”
“Did they remember my gluten allergy?”
Food & beverage is a giant piece of how your guests feel about your event. It can evoke comfort, celebrate culture, and showcase creativity, and like most of the production that makes events extraordinary, it happens mostly behind the curtain.
So let’s peel it back; here’s how we approach the logistics of F&B (and why it’s about a lot more than just chicken or beef).
Tastings: Where Strategy Meets Your Taste Buds
Once we’ve established the overall vibe of the event, and walked through the schedule for each day, we set up tastings with catering partners. This is where you get to literally taste test your ideas and get a sense of whether or not your vision will flow with the rest of the day. We’ll sit down with you, sample options, talk through presentation, and work through any potential pinch-points in the meal plans.
Because here’s the truth: your guests will remember if the short ribs were dry or lunch ran 40 minutes late because it was a complicated plating situation no one prepped for. They'll also remember the ways your menu and food service surprised and delighted them! We're STILL thinking about the most perfect canapé we had at a gala 5 years ago...
So at tastings, we’re working through:
Pace & service style: Will this slow down your event schedule?
Portion size: Are people leaving satisfied or raiding the minibar later?
Dietary needs: Are your vegan, gluten-free, kosher and halal, or keto folks covered without feeling like an afterthought?
Menu Creation: More Than Just Picking Dishes
Food & beverage is a chance to tie your entire event together. It's a multi-sensory layer that can reinforce your theme, brand, or message.
For example, at a leadership retreat in Arizona we'd suggest bringing in local ingredients, a mezcal tasting, or a modern twist on Sonoran classics. Or, at a product launch for a sleek tech brand we'd recommend creative plating and cocktail pairings that are unexpected and innovative.
We also pay attention to timing. For example:
A heavy carb load before a breakout session is a nap waiting to happen.
Coffee stations strategically placed near networking zones keep conversations buzzing.
Late-night bites after a gala help guests linger (and absorb a few extra glasses of wine).
Working With Catering Teams: A True Partnership
The best events happen when we build trust and collaboration with the catering team. We’re in constant communication leading up to the event on things like:
✅ Exact timing for breaks and meal service (built into the run of show)
✅ How many servers and bartenders we actually need for your headcount
✅ When vendor meals happen so your AV crew doesn’t starve
✅ Plans for replenishing buffets, managing lines, or doing multi-room service
Onsite, our team is there side by side with catering double checking dietary meals, ensuring trays drop when they’re supposed to, and keeping an eye on flow.
Creative (and Unexpected) F&B Moments
This is the fun part. Food doesn’t just have to be food. It can be an experience.
Some of our favorite ways to surprise guests:
🍫 Live s’mores stations at a closing reception
🍹 Custom cocktail bars with branded ice cubes
🍽️ Chef pop-ups or interactive tasting tables
🧊 Liquid nitrogen treats that spark conversation
🥗 Vibrant grazing tables that double as décor
In fact, at an event we produced in 2022, we incorporated nearly all of the elements above. The dining experience was meant to reflect each element in food. For the element of earth, we featured mushrooms and other edible flowers and plants, for water there was an entire seafood table. For air, we had an installation of "rain" complete with edible "cloud" merengue cookies that guests could reach up and pluck. It's one of our most memorable F&B experiences and we still hear about how much the attendees enjoyed it.
The Bottom Line
F&B is a huge part of how people experience your event. It’s also one of the most logistically complex parts of what we do. When done right it’s invisible. Meals are on time, lines are minimal, dietary restrictions are seamlessly handled, and your guests feel thought of in every bite.
And that’s what we’re all about: designing experiences where every detail helps people feel cared for, comfortable, and totally immersed in your event.
Need help pulling off an event menu that’s both strategic and totally delicious? Let’s chat. We’ll bring the spreadsheets, the creativity, and maybe even a few samples.
