Managing a VIP experience? It’s not just about making sure they get to the event on time and leave with a smile (let’s hope that happens though, because there may be media outside). It’s about giving a seamless, memorable experience that really shows off the prestige of the event you’re working on. And you may have a lot of competition…VIPs go to events all the time, and there is a lot of noise in the events space.
VIPs, whether they are celebs, top execs, or other high profile people, are used to a certain standard of care. Anything less than top notch won’t just mess with their experience, but it could make you and the event look bad. And trust me, that’s NOT what you want as an event pro. You want to get hired again, right? Reputation is key. You may not believe it, but some VIPs may even request you specifically next time they come to that event.
So, your job is to make sure every step of their journey feels thoughtful and well executed. That means everything from planning the details ahead of time to executing flawlessly on the day. Of course, things will go wrong (there are always curveballs – I could tell you loads of stories!), but you’ve got to stay flexible, roll with it and have the emotional intelligence to anticipate what they need.
There’s a lot that’s common across all VIPs, but there are also some nuances based on who they are – corporate execs, celebrities, or VIP experience buyers. I’ll break it down and point out where things change depending on the type of guest.
The First Impression – Start Before They Even Get There
The VIP experience begins long before they arrive. It’s all about how you set things up.
- Personal touches: A tailored welcome email, an itinerary, or a quick call to check in on preferences and special needs makes a difference
- Transportation: Make sure it’s all smooth. Is their flight on time? What if they’re stuck in traffic? Have a plan in place to handle these hiccups. Drivers should be discreet, professional, and well-trained
- Warm welcome: This is where a personal greeting from a senior team member or a branded welcome gift can go a long way (bonus points if you put it directly in their car when they arrive because no one wants to carry that around). Little things like this make a huge difference.
Here’s where it gets different…
Celebrities: They need privacy. So, you need to be low key and make sure they don’t get caught up in unnecessary chaos. A private entrance? Non-negotiable.
Corporate guests: These people will appreciate an efficient check-in process and a briefing packet that shows you respect their time.
VIP experience buyers: They want exclusivity…express check-in, priority seating, maybe a luxury gift that’s special to that event.
Onsite – Keep the Flow Going
Once your VIPs are onsite, it’s all about managing their experience while keeping everything running smoothly.
- VIP Manager: This person should stay with them (maybe in the background), keep them on schedule, and be able to make quick decisions. The key here? They need all-access to the event. No exceptions.
- Premium spaces: Whether it’s a green room or a private lounge, make sure it’s comfortable and tailored to their tastes. Have their favourite snacks, their seating arranged just how they like it and according to their entourage, and even adjust the temperature to their liking.
- Anticipate movement: VIPs don’t stay in one place too long, so make sure your team is in sync with their schedule. You don’t want them waiting around or scrambling to find their next destination.
Tailored needs for different types of people goes a long way…
Celebrities: Keep their needs private and efficient. Green rooms should be quiet and secure, with someone available for any urgent requests, but don’t hover.
Corporate guests: Provide them with opportunities to network with the right people. Make sure they have access to the sessions that matter.
VIP experience buyers: Give them that wow factor. Think behind-the-scenes tours, meet-and-greets, or surprise upgrades.
The Departure – Don’t Let This Be an Afterthought
How they leave matters just as much as how they arrive.
- Pre-arranged plans: Have their transportation lined up, and be ready with multiple exit options in case plans change.
- Farewell: A thank you from an event host, a follow up message, or a little memento like a photo from the event can make them feel valued.
Spice it up because one size doesn’t fit all…
Celebrities: Keep things private and efficient. A quick, discreet exit is key.
Corporate guests: They’ll appreciate a followup email with key takeaways or next steps.
VIP experience buyers: They’ll want a keepsake…something unique that reminds them of the event and the value they received.
Flexibility is Your Best Friend
Plans rarely go exactly as expected, especially with VIPs. Flights get delayed, schedules change, and guests often switch things up on a whim. Here’s how to stay on top of things:
- Backup plans: Always have a plan B (and C) in place. Whether that’s a backup driver, extra staff, or an alternate vehicle, be prepared.
- Calm under pressure: VIPs remember how you handle a challenge more than the challenge itself. If something goes wrong, stay calm and find a solution fast.
- A “crisis kit”: Think extra phone chargers, snacks, umbrellas, medical supplies. You never know when you’ll need them. But when you do, they’ll make a huge impact.
Put Yourself in Their Shoes
At the end of the day, managing a VIP experience is about thinking like a guest. What do they need? What would make their experience feel effortless and special?
When VIPs leave feeling valued and impressed, you’ve done more than just manage their journey. You’ve enhanced your reputation, elevated the event, and built stronger relationships with both the guests and the event organisers.
And the best part? Once you’ve mastered the VIP experience at a high level, you can apply this mindset to just about anything, whether it’s your work, your friends, or even when you’re hosting a holiday dinner. It’s all about making people feel special.
Mastering the VIP experience isn’t about perfection; it’s about anticipating needs and handling challenges with ease. Do that, and you’ll not only elevate the event but also set yourself up for success in the long run.
So, What Now?
Come on over to Instagram @lauralloydevents and message me or DM me on LinkedIn at Laura Yarbrough-Lloyd and tell me what you’re up to in the world of events.
Download this cheat sheet which will help you plan a VIP experience – this is really popular!
Check out this podcast episode on my podcast, A Flair for VIP Events. I dive into this topic even more!
