Corporate Event Venue

Professional Corporate Event Venue in Manhattan, NY

Choosing a place to host your corporate event in New York City can be difficult. Although there is a lot of possible locations to hold an event, choosing a convenient location with professional staff can be challenging. At 3 West Club, we can proudly say that we have both a convenient location and professional staff.

We are a boutique hotel with several different venues within our building. Each one has a unique style and maximum capacity. We offer rates for 5 hours and 10 hours for each of our venue options. Our staff can discuss what would be best for your corporate event in terms of time and venue. Our location can host as little as 20 or as many as 200 guests. We also offer food and beverage options to keep your guests full and happy. Regardless, of which venue or food you may choose, our friendly staff is happy to help.

Contact Our Corporate Event Space Today

Choosing the right corporate event venue is important. You want to have a place that is nice, convenient for your guests, and has professional staff. Thankfully, 3 West Club meets all those criteria. We are a boutique hotel located in midtown. Our corporate event venue is excellent for both small and large gatherings. Contact us today to book your next corporate event!

Is Spring A Good Time To Get Married In NYC?

Have you just been engaged to your significant other? Are you starting to plan your wedding? Are you re-planning a wedding that has been postponed because of COVID-19? Instead of waiting until the summer to get married in NYC, why not get married in the spring? Spring symbolizes new growth and a new beginning which is the perfect time for you and your partner to start your new life as a couple.
The spring months in New York typically fall between March until May. During this time, trees and flowers are starting to bloom. Cherry blossoms are blooming along the busy NYC streets, giving the often grey city a pop of color and creating a beautiful backdrop for wedding photos that you can cherish for a lifetime. Since the days are becoming longer, you can choose a venue that has beautiful views, especially those offering views of the sunsets.
During this season, the sun is not so harsh, and it's not too hot or too cold. This allows the opportunity to have an indoor or outdoor wedding, whichever you choose, as long as the weather cooperates. The summer months are typically a busy time for weddings. However, this is also the time that many families travel. If you choose to have a spring wedding, you may get more "yes" replies as families aren't taking vacations just yet.

Flowers & Color Schemes

It's like they say - "April showers bring May flowers." Spring is the best time for beautiful flower blooms including Peonies, Amaranthus, Baby's Breath, Ranunculus, Succulents, and Eucalyptus. During this transition from winter to summer, you can get away with any color scheme, but most brides tend to choose pastels as they create a beautiful and romantic feel. From shades of mint to pinks and spring greens to beautiful pastels, the options are endless when it comes to spring weddings.

Contact Our Wedding Venue

So, is spring a good time to get married in NYC? In short, yes! If you are planning a spring wedding in Manhattan or other areas of NYC and need a wedding venue, take a look at 3 West Club. We understand that NYC offers a variety of venues for every taste and style. However, when you choose to work with us, our dedicated team will help you organize the wedding of your dreams. We offer four beautiful spaces to hold your wedding ceremony and reception. We are accommodating and flexible as we want to ensure your wedding day is just as you have dreamed. Let us help you with the floor plan, menu, and more to help you host the most unforgettable event of your dreams, and that of your guests. For more information or to book your spring Manhattan wedding with us, contact our historic hotel today!

Making Your Microwedding Dreams a Reality

This past year has forced many engaged couples to take another look at their wedding plans, guests list and expectations of their big day, and make adjustments for the safety of those in attendance. While some may have envisioned an elaborate day surrounded by everyone in their lives, 2020 has limited options, postponing bigger ceremonies and shrinking those that have remained on their chosen date.

This year especially, microweddings have grown in popularly and scope, offering the perfect balance between an intimate, elopement-type ceremony and one that still surrounds the happy couple with those they love most. While the elements that make a traditional ceremony are still apparent – ceremony, dinner, dancing and venue – a microwedding allows those getting married to do so without worrying about the health and safety of their guests, or without the stress of added obligation, as many spend so much time thanking and speaking with every guest individually that it makes it difficult to find time to really enjoy the day.

For those in Manhattan, NY who are interested in booking a venue for a microwedding in the city, 3 West Club offers the perfect atmosphere for an unforgettable day. Our beautiful, historic hotel offers an intimate setting in the heart of midtown, where the day can be spent, from ceremony to reception and guest boarding, all in one elegant space.

At 3 West Club, we’ll work with you to ensure your special day is exactly as you’d envisioned, and unique to the special bond you and your fiancé share. We can accommodate all types of requests, and our flexible staff is dedicated to your complete happiness from beginning to end.

Get in touch with us today to request a microwedding proposal, to discuss your needs and demands or to book our venue for your celebrations. We value your consideration and look forward to hearing from you!

Proximity to St. Patrick’s Cathedral

Having a wedding in NYC is both exciting and stressful. Not only is there the wedding itself to think about, but with the level of traffic in NYC it’s also important to think about where you’d like the reception to be located. Having those venues in close proximity of each other is extremely beneficial. Luckily, 3 West Club is just a short walk from St. Patrick’s Cathedral. This poses a great opportunity to have your wedding reception at 3 West Club just after getting married at St. Patrick’s Cathedral.

Our talented staff will be ready and waiting for you and your guests to arrive after the ceremony. Our solarium even overlooks St. Patrick’s Cathedral! We have a wide variety of menu options in both the beverage and food department so your hungry guests will be sure to find something they enjoy. We have COVID-19 measures and policies in place, which our event coordinators will be happy to discuss with you, so your reception is both safe and fun.

3 West Club has everything you need from providing decor and seating to appointing a specific banquets manager for your reception who will be able to help you with all aspects of your special night. We will do the work, so you can sit back and enjoy the celebration with all your friends and family! To learn more about our wedding reception services, and the proximity to St. Patrick’s Cathedral, be sure to contact our team today.

The Perks of Holding an Intimate Wedding

You've always heard that your wedding day is the greatest day of your life, and one that warrants a big celebration. Yet, a major spectacle with a long list of guests, endless amounts of planning, and serious financial expenses is not for everyone. If you're not interested in a huge event, but also don't want your special union to be nothing more than simply signing some paperwork down at the courthouse, an intimate wedding may be just what you're looking for.

Intimate weddings are not so different from "regular" ones, just scaled down. Their main distinction is the number of guests, which commonly includes only twenty or less of the bride and groom's closest friends and family. You can still have a touching ceremony in a beautiful venue with professional photography followed by dinner, dancing, and cute activities. Many couples in the past have opted for an intimate wedding due to any number of personal preferences, but these days the choice can be a matter of safety regarding social distancing practices as well. Whatever your reasons, intimate weddings offer many benefits.


Traditionally, the majority of a couple's wedding budget goes towards wining and dining their guests. Having fewer tables to serve allows you to invest your money elsewhere and add the special touches that make your wedding unique and memorable. If you've always had a specific idea of your dream wedding in mind, reducing the guest list is one way to help make it a reality.


Planning a wedding is a lot of work, and unfortunately, it can be all too easy to get bogged down in the details and lose sight of the bigger picture of what really matters on your special day. Ultimately, all of this is about you and your partner and what will make the two of you happy. Don't let yourself get overwhelmed, fall victim to impossible expectations, or feel like your efforts are more for other people than yourself.


If your wedding only has to accommodate a handful of people, you will be able to choose from a wider range of venues, vendors, party favors, and more. This is your chance to really get creative! You could go above and beyond to personalize the experience for each of your loved ones or include inside jokes that make you and your new spouse feel extra connected.

3 West Club is the perfect place to host an intimate wedding in the Manhattan, NY area. Contact us today to reserve your date!


Postponing Your Wedding During COVID-19

Your wedding is one of the biggest and happiest days of your life. It's a day you spend months and months planning for and possibly years waiting for it to be here. It is a symbol of your love for one another, binding you and your partner in a lifelong commitment.

Unfortunately, due to these unprecedented times, more and more couples are having to cancel their wedding plans and postpone. Since group gatherings must be limited to no more than 10 people due to the coronavirus, traditional weddings that include a large number of family and friends are not allowed.

Tips to take when postponing your wedding due to the coronavirus:
  • Let Your Vendors Know ASAP - If you need to postpone your wedding, let your vendors know as soon as possible. Be patient with them as most are probably small business owners who are very busy during this time and dealing with household duties as well. Your vendors can help you secure a future date where you, your family, and friends can enjoy the day safely.
  • Wedding Insurance - Did you purchase wedding insurance? Contact your agent to see if this type of circumstance is covered.
  • Inform Your Guests - If you need to postpone due to COVID-19, inform your guests as soon as possible as some may be traveling in from other states. The most efficient way to do this is to set up a wedding website where guests can get the information they are looking for and where you can post your new date. Let them know of refunds available for hotels and other accommodations.
  • Be Flexible - Having a set date in mind, possibly one that is special to you as a couple can be frustrating. If postponing your wedding, try to be flexible and keep an open mind.
  • Cry It Out - Not having your special day that you've been planning is very upsetting. It's okay to be upset. It's okay to cry. However, remember there are bigger issues in the world and your special day will soon come.
  • Re-Plan - If you postponed your wedding and your original venue is booked, rely on 3 West Club. Our historical hotel offers a perfect wedding ceremony space in the Manhattan area.

Contact Us Today!

Even if it’s not the day you had planned, your new date will always hold significance. The team at 3 West Club is ready to help you make your wedding the best day of your life. When you work with our team, you and your guests will be left with memories to last a lifetime. From good company, good food, and good drinks, we can help make your wedding day extra special.

The demand for weddings in 2021 is at an all-time high due to COVID-19 and the rescheduling of postponed weddings. Contact us today to ensure you can secure your new date! Our team is eager to help accommodate your postponed Manhattan wedding.

Premier NYC Rooftop Event Venue

Get out of the office this summer and enjoy a scenic view of the city with your coworkers. The rooftop bar at 3 West Club, also known as the Solarium, is the perfect corporate event venue for your team. Located on the 9th floor, the Solarium can hold up to 130 guests in a cocktail hour capacity. It overlooks St. Patrick’s Cathedral, providing gorgeous views for your corporate gathering. Rooftop events have always been popular, but have become increasingly trendy in recent years. A few reasons for this can be found below.

Networking: With the added ambiance of the outdoors, people are more inclined to stay at a corporate event longer than they would if the event was held indoors. Rooftops provide an open, fun experience that everyone can enjoy. This is ideal for business meetings because the more time individuals spend at a corporate gathering, the more people they will have the opportunity to interact with, ultimately broadening their connections.

Upscale Feel: Being at the top creates a luxurious vibe that everyone enjoys. Finally being up high and able to look down at the bustling world below offers a unique sensation. Creating an experience like this with your co-workers or business partners is a memory you will share for years to come.

Experience Economy:
Materialism has turned into a craving for experiences over the past decade. Individuals, especially the younger crowd, have an appreciation for adventure, uniqueness, and memorable experiences that material goods often lack. Rooftop events fulfill the experience economy and provide your guests with the opportunity for a social media-worthy post!

To enjoy all the city has to offer, let the talented staff at 3 West Club host your corporate gathering at our premier rooftop event venue. Our expansive cocktail selection will have something everyone can enjoy! To learn more about our corporate event options this summer, be sure to contact us today.

3 Ways to Get Millenials Excited About Your Event

The Millennial audience is a subject of interest and wielder of influence for good reason. A Brookings Institution study predicts that Millennials will account for 1 in 3 American adults by 2020 and up to 75 percent of the U.S. workforce by 2025.

That ubiquity carries with it the ability to affect numerous industries, including live events. Our study with Ipsos and Crowd DNA found that in the past year, 89 percent of Millennials attended at least one event, up 7 percentage points from three years prior.

As the current crop of 20-to-36-year-olds extends its purchasing power, event creators need to continue making the group a priority and to construct the kinds of events that appeal to a Millennial audience – a demographic whose impact will only grow.

How to Host Events That Engage Millennials

Millennial consumers crave authentic experiences. Whether it’s the materials they read or the brands they associate with, this audience wants to trust and connect with what it consumes. For example, 43 percent of Millennials say they connect more with the authenticity of a news story than its content, according to an Elite Daily study.

Millennials want a similar connection with the events they attend. They don't want to just attend a conference or festival, they also want to feel they’re a part of it. So, if you want Millennials to value your event, try these three tactics to foster connections:

1. Use event apps to your advantage. Millennials engage with their smartphones constantly. To keep them engaged with your event as well, create an app that allows users to customize their event experiences and connect with other attendees.

Link your event app to the social networks your users value most. The best event apps encourage participants to communicate with one another, creating micro-communities that give events a more intimate feel.

2. Facilitate sharable moments. Millennials on social media don’t just love to share their own lives, they also enjoy peeking into others’ lives. Almost 50 percent of Millennials admit they attend events just so they have something to share online, while 78 percent say they enjoy seeing others' experiences on social platforms.

Embrace your attendees' desires for connection by using shareable moments to build hype before your event and display excitement during it. Start a contest beforehand that encourages users to attach a hashtag to content associated with your event or set up a photo booth to encourage people to distribute photos, videos and GIFs on the spot. You no longer have to rely on advertising to relay that you put on a good event – people can see for themselves.

And don’t limit yourself to Facebook, LinkedIn, and Twitter. Blogworld, for example, utilizes Snapchat, Plancast, USTREAM,, Foursquare and Plixi to enhance its social media conference experience. Millennials rely heavily on word-of-mouth marketing to inform their decisions. Think of shareable social media moments as another way to promote your event to that audience.

3. Create unique spaces. An event’s shareable moments aren’t just limited to scheduled speakers or great sessions. The venue itself factors heavily into an event’s presentation, so make it a unique space that engages your attendees’ senses and entices them to share with others.

Getting outside of the ordinary can also make branding your event easier. Find a renovated firehouse or gallery space and the décor will largely take care of itself. Tech giants like Facebook and Google have held events at 111 Minna Gallery in San Francisco and have used the contemporary art and exposed piping to create unique-feeling atmospheres.

If you can’t find a suitable off-the-beaten-path location, transform your venue space with fabric, lights and entertainment to create an unexpected experience. You’ll likely need to bring in an expert to make your branding effective.

Millennial values are changing the business and consumer landscapes in America and to put on a successful event, it’s essential to prioritize the kind of authenticity Millennials seek in their events and experiences. Have you had success in marketing events to Millennial attendees? Share your experiences and advice below.

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Is Projection Mapping Right for Your Next Event?

The best events transcend engaging the audience – they make the subject matter and entire experience come alive. An increasingly popular method is projection mapping, a technique that upends all our memories of flat-screen home movie projections and creates 3D experiences like those at the Courtyard by Marriott Super Bowl Sleepover in New York City.

From theme parks to Super Bowls to brand activations, event organizers are increasingly incorporating the tech. Also known as spatial augmented reality or video mapping, the technique maps projected images onto nearly any surface, such as a building exterior, interior wall, object or landscape, and transforming it into a video screen.

The result is a dynamic projection that immerses an audience into that creative environment, enabling event organizers to go where traditional creative has never gone, making images come alive in 3D where they never could before.

Long embraced in Europe and growing in popularity elsewhere, projection mapping can provide truly memorable event experiences and the kind of audience engagement that can become contagious. Millennials, in particular, would rather spend their money on cool experiences than accumulate objects and are driven by their peers' posts about live experiences to get out and attend events themselves. And thanks to social media and smartphones, projections live beyond their initial showings. Audiences feel compelled to share the view with friends, spreading the post-production impression of the event.

Wondering whether the technology is right for you? Here are three questions to consider:

1. How much budget are you working with?

Adding projection mapping to an event creates a “wow” factor many audiences in the U.S. rarely expect to see, partly because it was historically the province of European public arts projects. But increasingly affordable technology has made projection mapping a more accessible option to bridge the gap between audience and presenter.

Prices for projection mapping can differ significantly from one location and vendor to another, though you can reasonably expect quotes to range from $150,000–$450,000 and up. But don’t assume the price will match what another event paid or what another provider quoted – always seek your own information, as each program is custom-designed for each venue or event.

While some coordinators assume renting the projector is the biggest part of the bill, other expenses behind creating a projection map, such as creating the video itself, location and permit costs, show length and crew costs can add up quickly. Ask a professional to evaluate your venue and determine what will fit within your budget.

Also, consider your time budget for setting up a projection. From approvals to storyboard to the animation design, coordinators need at least eight weeks – preferably twelve – to build a show.

2. Can your venue accommodate a projection?

Projections operate on a huge scale, so work with your production partner to check the local laws before planning your event, and reserve a location that will fit the needs of the projection team and accommodate the audience size you desire.

From the beginning, evaluate venues for their ability to facilitate a show. Factor in the size of the building or screen on which you want to project, the venue's size relative to your expected number of guests and any related outstanding costs.

The surface type available at the event is also important. An all-glass building will be unusable unless the event producer adds vinyl to project upon. At one show our company produced, we had to cover 30,000 square feet of window space to present a projection – but that might not be possible everywhere.

Finally, plan a projection event when daylight won’t interfere. Ambient light is the enemy of projection mapping technology, as it makes the projection itself difficult to see. Schedule your projection shows, which will likely repeat five to eight times throughout the event, after dusk to ensure viewers experience the shows’ full impact.

3. Can you keep attendees and technology secure?

Work with your vendor or partner to research the location of your activation to discover how audiences will flow through the event and how your projection will impact the surrounding area. If your event can be seen across nearby streets, for example, the local government might require you to shut down those streets to prevent distracting drivers or pedestrians.

In addition to making sure attendees are safe, talk with your partner about taking precautions to ensure the projection equipment remains secure before, during and after your show. If event setup will last more than a day, investing in 24-hour security for the duration will help guarantee your vendor's tech will be ready and working on the day of the activation.

Projection mapping can be an incredible addition to many events, immersing attendees in a one-of-a-kind, unforgettable experience. By asking yourself these simple questions, you can ensure your activation is as effective and engaging as possible.

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Nine Conference Mythodologies

Since 1981, Adrian Segar has designed, convened, and facilitated hundreds of conferences in North America and Europe. He has been designing participant-led and participation-rich events, commonly known as unconferences, since 1992.

Long ago, consultant Tom Gilb coined the term “mythodology” to describe erroneous but commonly held beliefs about how something should be done. Here are nine mythodologies about conferences.

Mythodology #1: We know what our attendees want to learn about.

Reality: No, you don’t. At least half the sessions programmed at traditional conferences are not what attendees want.

Mythodology #2: Event socials are a good way to meet people.

Reality: People tend to stay with people they already know at event socials. Participant-driven and participation-rich events provide far more opportunities to meet people you actually want to meet.

Mythodology #3: A “conference curator” can improve the quality of your conference content.

Reality: Sadly, conference curators don’t exist. But discovering the content wants and needs of participants at the event and satisfying them with the collective resources in the room is routinely possible and significantly improves the quality of your conference content.

Mythodology #4: Learning occurs through events.

Reality: Learning is a continual process; formal events only contribute a small percentage to the whole.

Mythodology #5: Conference programs should be stuffed full of sessions so there’s something of interest for everyone.

Reality: Downtime is essential for effective learning and connection, so providing conference white space is essential. (Trick: Stuff your program if you must, but give attendees explicit permission to take their own downtime when they need it.)

Mythodology #6: Adding novelty to a meeting makes it better.

Reality: Novelty is a one-time trick. Next time it’s old. But making your meeting better lasts. Go for better, not just different.

Mythodology #7: Big conferences are better conferences.

Reality: Better for the owners perhaps (if the meeting is making a profit) but not better for participants. Today’s most successful conferences are micro conferences. (And, by the way, most conferences are small conferences.) 

Mythodology #8: We know what attendees like, don’t like, and value about our meeting.

Reality: If you’re using smile sheets or online surveys, you’re learning nothing about the long-term value of your meeting. This is the meeting industry’s biggest dirty secret. Use long-term evaluation techniques [1] [2] instead.

Mythodology #9: We can contract a venue for our meeting before we design it.

Reality: Sounds silly when put like that, but it happens all the time. Designing your meeting and then choosing a venue that can showcase your design will improve your meeting experience (and can save you big bucks!)

I bet you can think of more mythodologies. Share them in the comments!

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How Google Structured Data Improves Event Search Results

What is Structured Data?

Simply put, structured data is a way for web developers to help search engines understand the content of your page. It is markup added to a web page that tells a search engine like Google specifics about your page information. Google’s crawler can do amazing things but it can’t always pull the right information from a web page. For example, if you own a restaurant and have a website, Google can’t automatically decipher the name, address and hours for your restaurant without a little help.

That’s where structured data comes in. If you embed specialized markup in your web pages, Google will be able to immediately find that markup and restructure its search results for your website. So, with structured data, your hypothetical restaurant’s result would show the name, address, hours, phone number and whatever other data you include in your markup.

Why is Structured Data Important?

Aside from creating a more useful and potentially more accurate search engine result for your website, structured data can also give you access to specialized search result types. If you’ve ever used Google, you’ve seen these results: the side-scrolling bar of news results at the top or the graphical results for recipes or videos. Structured data can also help with marketing, allowing companies to show a sidebar on the results page with company information and logos with links to important websites.

Structured data helps bring the organization running the website and potential clients together by creating informative search results. In the event management field, this can mean adding structured data markup so that potential attendees or exhibitors can easily find out about your event.

How Structured Data Functions on eventScribe

Google recently added an event search tag to the Google app and mobile web, so when users search for “concerts this weekend,” they will see at-a-glance details about concerts based on the structured data event organizers include in their sites. This is incredibly exciting for us at CadmiumCD and for eventScribe users, as it will let us customize each eventScribe website to include metadata about the event itself. Google will then parse the structured data and can return event search results.

The structured data is added to the footer of the eventScribe planner, so it is included on every page of the planner. When Google indexes the site, it will generate rich widgets in search results as well as other Google products like Google Maps. Here is a sample of how this widget might look, generated from Google’s structured data tool:

The biggest reason structured data is important to event planners is that your event will show up in the Google events search widget. If someone searches for “CME events this week for audiologists” or “audiology events next month,” Google’s events search could bring up the American Academy of Audiology’s conference. This is extremely helpful if someone is new to the field and hasn’t yet heard of your conference. The events search widget acts as a foot in the door for you to bring in new attendees.

Outside of the events tag, structured data simply makes your search result more effective. You can give potential attendees a quick snapshot that will entice them to click through and find out more about your event. With the addition of the events search widget, using structured data with Google and eventScribe adds an extra dimension to your event’s web marketing.

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Sustainable vs. Perishable Events. And Not the Green Kind

A sustainable event is one in which attendees remain connected to the organizer, sponsors and fellow conference-goers from the opening reception to closing remarks. General session seats are filled early, and facilitated networking events are as well attended as impromptu groups forming in hotel lobby bars.

You might not think the definition of perishable can possibly describe a corporate event but think of it in these terms: something perishable is likely to rot or decay because the core of the event lacks sustenance and nourishment to keep the energy alive.

Sustainability starts with one very important question. “Why should attendees care about attending this event?”

If you don’t know why they should care, then you cannot expect them to react. If gaining affinity is the only objective, a few A-list speakers and cool activations might do the trick. But at the end of the day if your goal is to inspire action, attendees need something more. The “why” is really your event mission statement and the strategy, creative and execution should benchmark against your mission statement.

Does your event story have a beginning, middle and end?

A sustainable event has a fundamental through-line, an overarching message that helps create a compelling narrative and a lasting impact. The through-line is your theme and should almost always incorporate a call to action. Event marketers as story-tellers should emotionally link the presenters and content to the audience. If there is a hole in the story, it is likely your event will become perishable.

If attendees can see themselves in your story the bond strengthens.

Appealing to many but speaking to one might seem like a daunting undertaking in pre-event marketing intelligence. Utilizing surveys at registration with general questions about interests, hobbies, industry pain points, causes they support, etc. will reveal general commonalities that can be addressed throughout the event to create personal connections.

Is conscious branding consistent throughout your event?

An audience that sees clarity on the brand’s identity, core values, beliefs and a commitment to transformation inspires action. Whether the audience is internal or external to your brand, using the event as a platform to create “evangelists” can be powerful. However, when a company’s message is contradicted in the details, a savvy audience will doubt your integrity. Communicating efforts to reduce the brand’s carbon footprint and offering Styrofoam cups, or a commitment to go paperless and handing out swag bags filled with notebooks and paper coupons puts holes in the story.

Attendees experiencing both physical and emotional interactions will forge stronger impressions about the brand.

When designing your event, think about how many of the senses are triggered. The more senses engaged, the likelihood you will create memories that attached to your brand. Besides triggering the senses, tap into the power of emanation through humor, compassion and empathy. If you can make someone smile or shed a tear, you know that it is the start of an emotional bond.

Is social currency considered in your event plan?

It is far more effective for attendees to socially share their event experiences than it is for the organizer to bombard social media with self-promotion. Attendees LOVE exclusivity and if they receive insights at your event they can’t find anywhere else, watch your messaging spread like wildfire.

Changing the physical and mental scenery throughout the event creates more energy.

Have you seen the movie “Groundhog Day”? We saw Bill Murray’s diminishing sense of purpose after waking up to the same scenery and experiences day-after-day. You might think comparing attendees at a conference is a stretch but consider how they feel sitting two mornings in general session, and although the speakers might change, the cold ballroom hasn’t. Every break-out room is usually laid out the same and your vendor showcase is a sea of booths. Event teams who can think out of the box on how to push out content in unconventional ways support a sustainable event.

Is the shared content in danger of being irrelevant within months of the event?

This tip shouldn’t require too much elaboration. Adding visionary speakers to the roster can lessen the risk of content being perishable.

Shared experiences have a stronger impact on how attendees view their individual experiences.

Events are evolving into community ecosystems where shared experiences are becoming an integral part of the attendee journey. Organizers need to think deeper, though, on designing group activations that have sustenance versus novelty. We’ve seen a lot of giant Jenga and life-size foosball tournaments and although the fun factor is undeniable, there is something so powerful about bringing attendees together to work on solutions.

Sustainable events have four things in common – immersion, inclusion, inspiration and intimacy. Which one is yours?

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Bring a Fresh Approach to Your Event with Brand Ambassadors

Digital technology has changed the way in which business operates. At one time companies just had to focus on radio and print advertisements to gain popularity. The advent of television complicated this, let alone the rise of the internet. Suddenly advertisements are everywhere and come in a wide range of forms. Some businesses even only operate online! This means that companies and brands have had to become savier and more strategic in reaching their consumers if they want to succeed. It has become necessary for companies to become more creative in reaching the public because consumers themselves have also become pickier thanks to the number of options available to them. Oddly enough, it’s been proven time and time again, that the most effective way to market a service or product is one of the oldest: with human connection. This is crucial because everyone is more willing to try something new if they trust the source of the information. This is where brand ambassadors are valuable parts of a marketing plan.

What is a Brand Ambassador?

“Brand Ambassador” is one of those positions that is seen everywhere, but fewer people understand what it actually means. The truth of the matter is that a brand ambassador position is exactly what it sounds like: a brand ambassador should completely embody the ethos of the company or brand in question so they can properly convey it to potential customers. They should first and foremost take on the tone and ideology of the brand. From there they can begin to speak informatively about the brand and be able to answer any questions that a customer throws at them.

They are most often used when canvassing, at a trade show, or anywhere that a large number of potential customers are present. In these situations brand ambassadors are most often the ones who leave a first impression for the company and make personal contact with the customers and consumers. This is why it is vitally important that they make a long-lasting and positive association.

Why You Should Hire a Brand Ambassador

The main power of a brand ambassador lies in the fact that they have the ability to humanize the brand and company. This makes customers feel comfortable when they’re shopping and don’t feel like they’re being manipulated by a salesperson. The customer then begins to feel connected to the company and develop brand loyalty. People are able to associate a likeable face and a positive interaction with the company thanks to brand ambassadors. This is what advertising and marketing strategies strive to create after all.

Job Description

It is worth noting that brand ambassadors are very different from spokespeople. A spokesperson tends to be a celebrity, CEO, or recognizable face. This is attention-grabbing and brings their audience to the brand, but they are removed. This is of course an incredibly effective marketing strategy but it creates a very different experience and effect than that of brand ambassadors. Brand Ambassadors are more accessible and relatable to the general population.

Key Characteristics

Due to the role that they play, it is important that the right kind of personalities are selected as brand ambassadors. They need to be friendly, conversational, approachable, and just have a positive attitude overall. That being said there are a few more ideal features of a brand ambassador:

An ambassador’s purpose is to spread the word about the brand to as wide an audience as possible. Having a strong online presence is helpful for this. Not everyone has to have thousands upon thousands of followers, but they should have active social media accounts. They should also have accounts on multiple platforms to better reach a diverse range of people.
While brand ambassadors should be friendly and approachable, it is important to remember that this is still a job. They need to be professional individuals who are self-motivated and can work independently. Since they won’t be under constant supervision they should also be reliable and consistent.
Finally, a brand ambassador also needs to be a leader. After having worked as one for a while they should be able to direct and help new brand ambassadors. This will also keep quality high.

In The End…

Trade shows and other marketing events would not be successful without effective brand ambassadors. They bring new customers to the brand so that it can continue to thrive and expand. Without brand ambassadors many companies would not be where they are today.

Kill the Giveaways and Create an Experience Instead

I am often asked what giveaways are the most popular at trade shows. Event managers feel they should offer something but they are at a loss of what will draw people in so they can talk to them. However, they find that while giveaways were a good draw in the past, many of today’s show attendees are not interested in them. I have had multiple show-goers decline my offer of a giveaway because they don’t need it and this response has become much more frequent over the past three years.

This is in line with the demographic changes we are seeing in our population. Millennials have become most of the U.S. and Canadian workforce. Multiple studies show that they are prioritizing experiences over products. They don’t measure their success by what they own and instead focus on enjoying their life and collecting experiences they can share, often via social media, with their peers. They also tend to be more environmentally conscious and selective about what they own.

So, does that mean that there is nothing that will attract them to your booth? No, it doesn’t, it just means that you must be a little more creative than just offering the latest gadget to draw them in. More than half of Millennials will spend their money on experiences, so we know they value them. This is a strong indicator that you can attract those consumers by offering a unique experience.

How do you create an experience in your booth? First, you need to identify what your brand stands for and how to communicate that message. Once you know what that message is, you can design an experience to help communicate it. Part of that experience may include a giveaway, but then again it may not. It all depends on what will better communicate your brand message.

I often get the question: But what if my company is small and we don’t offer a product? How do we attract prospects? Here are some suggestions:

Identify Your Target 

Your brand message should guide what you do but you must also consider your audience. Not just your company’s target market, but also who is likely to attend your show or event. This will help dictate your next steps as they will determine your success.

Pick a Theme

Again, this should be brand-appropriate but interesting and attractive to your audience. For example, if your audience is made up of scientists they are more likely to respond to an experiment-themed exhibit than to a gambling one.

Rock Your Graphics 

Yes, they need to say who you are while having a big bold logo of your company and maybe briefly saying what you do, but that doesn’t mean they can’t tie into your theme and maybe also bring in a little fun.

Promote, Promote, Promote 

Communicate your theme before, during and after the show. This will make it more likely to be remembered and enjoyed by your audience.

Make It Playful

Create a game if possible, and if you can make it educational to your brand that’s even better. Whether it’s a quick iPad game where people get to select the top superpowers your company has or something more analog like a remote-control car race, having fun will ensure your company is memorable not only to the participants but also to observers.

Facilitate Sharing

Have an environment that is unique, provide a location specific to taking photos or video, promote the event hashtag and consider providing incentives to your visitors so they will share the experience.

Seize the Moment

While attendees may not want to clutter up their home or office with tchotchkes, they will want a giveaway that is useful to them. Since most attendees are traveling to and from the trade show, you know that there are some things they are likely to value. For example, earbuds for watching movies on the plane, a water bottle, snacks for their trip home, etc. If you are not sure you can always ask a few of your best customers for ideas.

Themed Giveaways 

If you can find something to fit your theme, this will also help extend the memorability of your show. If you have a charity you support or key values, those may be opportunities to have giveaways tie into your social responsibility. One exhibitor had a putt-putt golf activity in their booth and gave away branded golf balls to qualified visitors. One year we offered attendees at our show the option to have us donate to selected charities that aligned with our brand. Be sure that anything you offer reflects the quality of your brand.

Dress the Part

You can really increase the attention that your booth gets by having staffers coordinate their outfits with the theme or exhibit colors. You don’t have to be as dramatic as the staffers from Just Eat, but something as simple as wearing socks or a lanyard with your brand colors will make you stand out. Also, remember that Millennials appreciate it when you don’t take yourself too seriously.

By going through these steps, you are likely going to identify the best way to create a memorable experience for your audience. Make sure that if you do offer a giveaway that it adds to that experience and that you are not just offering it because you think you should. It is better to have no giveaway than the wrong one.

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Expecting the Unexpected: What to Do When Your Event is Over Capacity

In a perfect world, an event will never be oversold. Unfortunately, we don’t live in a perfect world. Eventually, one of your hosted events might end up with more attendees than your venue can support. Here are some tips on ways to handle the situation.  

I recently attended a conference where the event team was woefully unprepared for the number of people who showed up. As a result, the building was far over capacity - the fire marshall informed everyone that they couldn’t allow anyone else in. I was among those turned away, even though I’d registered months in advance.

As you might expect, I wasn’t happy.

Ideally, you never want to oversell an event. As an event management professional, it’s your job to make sure that whether you’re hosting a conference or running a trade show, you only book as many attendees as the venue allows. Here’s the thing, though — people make mistakes.

The conference mentioned above isn’t the only one I’ve seen that was oversold — people do it all the time, from weddings to trade shows to fundraisers. Sometimes it’s a numbers game, depending on the type of event: not everyone who registers actually shows up, especially if the event is free. But that’s a big gamble to take.

I’ve seen even seasoned event professionals stare in shock at their guest list, their stomach sinking with the realization that they simply don’t have the space to accommodate that many people. And I’ve seen events where the people responsible for registration didn’t bother listing the venue as sold out when it got too overcrowded.

The first thing to do is of course to see if you can get additional space, either within your current venue or by moving to a new one. Obviously, that may not always be possible or feasible within your budget though.

If you do not have a solution that will enable you to add capacity you’re going to need to acknowledge as soon as possible that somewhere along the line, someone goofed. That means going down the list of people who registered late and telling them they were confirmed in error. That also means giving them a refund if there was a fee associated with the event. But you don’t want to leave it at just that.

You’re going to want to offer those guests some additional form of compensation. After all, you turned them away from an event that many of them were probably quite excited to attend. They’re going to be (rightly) angry with you about that — especially any who someone missed your communication and still showed up, or any who had already incurred travel expenses preparing to attend. If you don’t step up to address their anger, you’re figuratively spitting in their faces.

Consider offering one of the following ‘perks’ to those late registrants alongside their refunds:

A discount on future events. If you’re running an annual or repeating event, a good way to stem some of the ill-will could be allowing them to register for the next iteration at a lower cost.

Some free stuff. People like free stuff — and a swag bag as an apology for someone who can’t attend an event isn’t a bad idea.

A personalized apology letter. Wherever possible, reach out personally to anyone whose badge you had to cancel. Explain to them what happened, and be as candid as you can.  Acknowledge that you made a mistake and let them know you feel terrible about it and are going to do everything in your power to not to do the same thing again.

Basically, you want to find a way to mitigate their dissatisfaction — all while looking into how you can never err in this way again. The next time you’re selecting a venue, do some research into both its maximum capacity and the general level of interest displayed by event guests. Don’t register a single person more than your venue can support, but also make sure you have a way of keeping track of how many people wanted to attend your event but couldn’t.

Part of your job as an event planner is to ensure you’ve chosen the right venue, and that whatever venue you’ve chosen doesn’t end up overbooked. If you don’t do that, you’ve got a safety risk at best, and a ton of angry attendees at worst. That’s something you want to avoid — and now you have an idea of how you can.

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6 Steps to Driving Technology Adoption at Your Event

With so much color, noise and evolution in the event tech landscape, it is sometimes a challenge to answer the question of “how can I get my stake holders to buy the ticket and take the ride.” Yes, it is true that “If you build it, some people will come,” however early adopters and innovators do not represent the bell curve that is often required for event technology to be truly impactful. As such, here are six simple steps to consider when you are looking to encourage technology adoption at your event.  

1. Align Event Tech with the Objectives of Attendees and Stake Holders

The success of technology adoption depends upon how well the objectives of the organizer, (and in-turn, the objectives of the participant) align with the technology in deployment. It is about the right tool set for the right job. So, the first question when devising the strategy should be “Why are the attendees/ exhibitors/ buyers coming to the event and what are they hoping to achieve?” Often this comes back to strengthening their networks, whether it be personal or professional, driving business opportunities and furthering their education. What is the most relevant technology to facilitate this? If a piece of technology doesn’t help participants meet their objectives, it will ultimately become noise and detract from the experience. 

2. Your Event Tech Provider Is Your Partner

Event tech is unique in the event space, as the way in which these companies have to adapt to change is far more accelerated than other facets of the industry. While this is incredibly useful, it can also be a weakness. The negative aspect of being so “adaptable,” is that there is often not as much legacy in terms of what stake holders understand about the product or service. The good thing is that your event tech provider is here to help. A good provider will guide you every step of the way in defining best operational and communication practices. These guys are pro’s, and are a gem for the time-poor organizer. Listen to them, speak with them and move forward together.

3. Create Environments and Shape the Experience

Once the organizer is in tune with the motivations of the stakeholders, they can positively affect adoption by looking at “how” the technology will drive the desired behavior. Creating an event environment, culture and format that stimulates participation and learning will encourage adoption.

As events are physical by nature, bringing together the physical and digital event spaces is a great way to form the experience as a whole.

Here are some ways event technologies can be utilized to drive engagement:

Gamification technology: Gamification is all about creating a richer event experience. By aligning event objectives with incentivized challenges, not only will visitors have more fun but they will also have a much more rewarding time.

Matchmaking and meeting scheduling: A fantastic way for maximizing the effectiveness of time on site, attendees, exhibitors and buyers create profiles that identify and match them with the most suitable people, as well as schedule meeting time slots.

Event mobile apps: Provide participants with a plethora of information and opportunity in real time. Everything from agenda building and mapped floor plans, to surveys and social media are common amongst today’s mobile event apps. The future of event apps will see a focus upon creating a unique experience to each attendee through targeted meetings, gamified experiences and content.

Smart devices
: The best way to build adoption is to put the technology in the hands of every participant and make it as simple as possible for them to use. Enter smart devices. RFID, NFC or beacon technologies are touch or proximity based technologies that allow attendees to network, share information, participate in surveys and compete in games in the physical event space, while harboring low learning curves or other barriers to usage.

Audience response systems: Features such as live Q & A, session polling and group discussions are changing the face of conference audience involvement, by turning passive listeners into contributors.

4. Recognize the Barriers

It is important to recognize what the limitations may be for a particular technology in relation to the event and the participants. The classic example here is the far too common lack of event wifi. For the organizer who has just invested in a state of the art event app, the adoption rates will provide a sad shock if hundreds or thousands of people are trying to download and use the app at one time. Barriers are sometimes not only physical or defined by space but can be due to the experience of the participant, or the process to access and use the technology. Take some time to think about the participant. Regardless of whether a certain piece of technology could greatly benefit them, if it considered complicated or otherwise outside their comfort levels, they simply won’t use it. 

5. Communication Is Everything

Educating your audience not only on what to expect but also how it will help them achieve their objectives before they arrive is paramount. If the participant is aware of how a particular technology will benefit them and how easy it is for them to use, they are more likely to be excited by it and will be ready to participate once they hit the floor.

Here are a few great methods of educating your participants:

Host informational webinars: For technology that may require a more detailed explanation, such as scheduling meetings or advanced matchmaking, hosted webinars are a great tool for speaking directly to the audience in real time and answering their specific questions. Additionally, you can record the webinar to send to people who didn’t have the opportunity to sit in. Should you have different participant types, information can be tailor made, reducing the incidence of disinterest.

Create instructional videos or brochures
: Not everyone can be expected to see your webinars when they are live. Give people the option of learning about your tech features in their own time. Make it clear and make it simple.

Email Campaigns: Still the most effective way of directly getting in front of stakeholders. A steady drip campaign will mean more penetration. However, it is important not to flood your audience, otherwise they will equate the technology to being more hassle than it is worth.

Take it social: Once you have the content such as all those videos, webinars and brochures, share it across your social networks in a drip-campaign that acts as a continual conversation. People are social creatures. Sharing content that offers value not only serves to influence them, but also creates buzz around the event, so people are ready to enjoy themselves from the get-go.

6. Involve Stakeholders in The Reviewing Process

Involve participants in the process of reviewing the technology in use. This not only shows them that you are committed to improving the experience for them, but also allows you to learn what worked, what didn’t and why.

By the nature of adoption, there will always be the late bloomers or people who are resistant to change, and that is a part of the process. Once you have a critical mass engaged, you will see inertia stripped away and the event will be a smash hit. If my 92-year-old grandmother can call me across the world on Skype, so to can you get your audience involved.

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The Impact of Social Media on Corporate Event Planning

Corporate meeting planners are no stranger to pressure: coordinating innumerable details, managing massive budgets and dealing with the preferences, opinions and emotions of multiple stakeholders isn’t a job for the faint of heart. But after attending the recent IMEX America 2018 conference, it’s clear there’s a new challenge underway as the very notion of what it means to be a corporate meeting planner evolves to meet the demands of a changing world.

Julius Solaris’s keynote presentation during MPI’s Smart Monday (leading into IMEX) focused on the concept of “legacy” and what it means when applied to events and the meetings industry at large. He challenged meeting planners to think beyond big-name speakers and flashy parties to get to the root of what events do: bring people together, in conversation, to make an impact and create value for industries and future generations. For the meeting planner, it means to think about meeting design as a way to “bring the message to life” from start to finish, in a holistic and authentic way.

With opportunities at all touchpoints throughout the meetings lifecycle, social media is an excellent tool meeting planners should more often use to deepen the conference conversation, support attendee experience and extend the life of the conference. Beyond supporting the success of an individual event, social creates a stronger network among attendees, leaving a lasting legacy of deeper, more productive relationships.

Looking for practical ways to get started? Here are a few ways to consider building social into your meeting design at each stage: before, during and after. At each stage, meeting planners should think about what’s happening in the conference lifecycle – and minds of attendees – and craft a social strategy that supports success.


Leading up to an event, potential attendees are weighing the pros and cons of attending, learning about the conference and getting excited. Meeting planners can leverage the inspirational storytelling opportunities and niche targeting available on social media to drive attendance, supporting a strong, well-attended event. As attendees research a conference, learning about topics, speakers, vendors, etc., meeting planners have the opportunity to maximize the fear of missing out – or FOMO – of a conference by launching the conversation early on social. As potential attendees engage with content and one another, meeting planners can use social listening better understand attendee preferences and interests and craft a stronger live meeting that responds accordingly.


Think beyond a conference hashtag. Meeting planners should have a strong social media plan in place to participate, guide and amplify the social conversation that will happen during the event. Meeting planners should consider ways that social can be incorporated to facilitate conversations, make connections, and surprise and delight on-the-ground attendees in a meaningful way – creating deeper relationships and long-lasting memories. Furthermore, meeting planners can use social to maximize the event’s digital presence among industry partners and non-attendees, solidifying a client’s thought leadership position.


Attendees leave conferences feeling inspired by new ideas and ready to implement changes. Meeting planners can increase the effectiveness of the conference by capitalizing on this momentum and extending the life of the conference for several months. By creating shareable content and empowering speakers with the right social tools, meeting planners have the ability to facilitate and deepen this conversation. In this way, meeting planners can leave a legacy behind them, providing their clients with more engaged network of social advocates that can be tapped into moving forward.

If corporate meeting planners are expected to move away from “executing lists” and head towards creating a deeper conference experience, they’ll need to take on a fresh perspective and get creative. Social media holds enormous potential as a cost effective, relationship-oriented tool that attendees are already using.

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Why Does Reducing Event Waste Matter?

It seems like a no-brainer that reducing waste from any source, including events, is the sustainable thing to do.

But do you know why reducing waste is sustainable?

In a country like the U.S. with robust waste management infrastructure, the issue isn’t rampant litter pollution or unsightly garbage piles. Most trash ends up in a landfill or incinerator, and these facilities are generally safely and professionally managed.

So why bother to reduce and divert event waste away from landfills and incinerators?

First, materials that end up in landfills and incinerators are missed opportunities. Many items that are thrown away are still usable, or are made of materials that could be recycled into new products. Even organic waste like food scraps and yard debris can be turned into nutrient-rich compost. Although some incinerators produce energy from burning trash, this is a less valuable form of reuse for many materials that could be put to higher use if they were collected separately.

Second, throwing items away drives the demand for new production and the extraction of new natural resources. It takes energy and natural resources to produce any of the supplies we use. The more times we reuse an item, the more those sunk costs are distributed, reducing the environmental cost per use. The longer we reuse our supplies, and the fewer supplies we use and throw away overall, the lower the demand is for the energy-intensive process of mining, farming or otherwise extracting resources from the earth, and manufacturing those materials into new products.

Third, waste disposal of any type generates greenhouse gas emissions. All waste disposal methods typically require hauling by vehicles, most of which are powered by fossil fuels. Both incineration and recycling require a lot of energy, again typically still supplied by fossil fuels. And landfills and compost piles both generate methane in varying amounts depending on how they are managed. Some landfills capture methane and turn it into energy, but most do not.

These three reasons are why it’s sustainable to reduce waste, and also to keep any waste we do generate out of landfills and incinerators if possible.

What does this mean for the meetings and events industry?

Meeting and event professionals should be mindful of the waste they generate and work toward the production of zero waste events.

What is a zero waste event?

A zero waste event successfully diverts 90 percent or more of its solid waste from landfills and incinerators. Alternate channels for waste often include reusing, recycling, composting and donating materials. A true zero waste event also actively reduces waste as much as possible, avoids the purchase of toxic or polluting products and seeks out recycled and sustainable versions of any necessary supplies.

For additional reading, the Zero Waste International Alliance provides excellent guidelines for the philosophy that should underlie a zero waste event.

By reducing and diverting waste at your events, you’ll keep useful materials in the economy, cut demand for natural resource extraction and reduce greenhouse gas emissions. With today’s growing audience of environmentally-conscious attendees, this powerful story will add tremendous value to your events.

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9 of the Most Romantic, Low Key Ways to Propose Ever

When I was dating my now husband, the most romantic proposal I'd ever seen was one without any pomp or circumstance. It was from the movie Stepmom (I realize I'm dating myself here) and Ed Harris crawls into bed with Julie Roberts and gifts her a ring box with a spool of thread inside. Having been married before, he tells her - while tying the thread to her finger - that he allowed the thread of love to break once, then slides the ring onto the string where it beautifully falls onto her finger, promising her it will never break again. I die. It was warm and intimate and relaxed and easy. And that to me is romance. Alongside with a STUNNING proposal shoot by Hannah Alyssa - with florals by Branch Design Studio, design by WED and paper by Dear Jane Designs - here are 9 of the most romantic, so low key ways to propose ever.

Take her to one of the most romantic cities in the country. 

Our picks? Charleston all the way for the number one spot. "From the cities’ cobblestone streets to their hidden alleyways, from their cozy cafés to their sophisticated style...Charleston is perfection." --Photographer, Hannah Alyssa

Followed in random order by Aspen, Savannah, San Francisco, Honolulu, New Orleans, and Carmel-by-the-Sea.

Write a love letter.

There are few things as special in this technology filled world as a simple, handwritten letter. In it, tell him/her about WHY you love them. When you fell in love. Where you hope to see your love go. Really think about those moments that made your story all come together.

Take her/him to the city, and the street, where you met. 

I will never forget walking around the streets of San Francisco with my husband after he proposed, getting a coffee at our favorite coffee bar, having dinner where we had our first date, just wandering around and seeing the beautiful homes that outlined the place where we spent those early days in our relationship. So so romantic.

Plan a luxurious dinner set for 2.

Flowers, candles, a beautiful backdrop and a wonderful meal. The recipe for the absolute most perfect proposal. Even if it's takeout from your favorite restaurant in your own backyard, setting the ambiance in a way that feels special is what will turn a regular dinner into a proposal worthy dinner.

Or rent out the whole place. 

While this may not be very budget friendly, there are pretty incredible bed and breakfasts, small restaurants and even homes in most cities around the world where you can rent out the space and bring in a small team to help you build the dinner and proposal of your dreams.

Write a fictional story based on the two of you...and as she reads the end, get down on one knee.

It may sound cheesy but writing down "your story" is something that you will treasure for years and years. Something that you will share with your children, that you will read to your grandchildren. Something that you can visit each anniversary as a tradition that will make you remember why you fell in love, how you fell in love.

Drive around to all of your favorite places and propose at the very last one. 

It's a far neglected past time...going for a drive. Visiting the places most meaningful, watching the sunset, "parking" with a kiss and a great song. While visiting Carmel-by-the-Sea my husband and I parked the car, cranked up the heat, rolled down the windows and turned up the music. It was overwhelmingly romantic and frankly, he should have proposed all over again.

Hire a photographer to do a couple shoot ... though have her really shoot the proposal.

There are very few times in your life where you have a photographer come follow you around. And while bringing up a "couples shoot" might clue her in, it's still a wonderful way to get this once in a lifetime moment on camera AND will give you both an excuse to dress up.

Gift her a keepsake box filled with memories...and a ring.

From pressed flowers to ticket stubs, birthday cards to emails printed. From souvenirs to receipts, photos to train tickets. Fill the box with the mementos that tell your story and deep inside, tuck a beautiful ring.

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How to Write Thank You Cards for Your Wedding