Need to Know

5 Steps to Throwing a Successful Virtual Event

Here’s how to adapt your collection debuts, anniversary parties, and book releases for the times
5 Steps to Throwing a Successful Virtual Event
Maxwell N. Burnstein

Sure, Zoom fatigue is real, but the return of 500-person galas—or even 50-person cocktail parties—is still largely TBD. In the meantime, virtual events have become a crucial way for organizations to interact with clients and donors, reach target audiences, and stay relevant. For design brands, used to celebrating collection debuts, anniversaries, and partnerships with loyal fans and cognoscenti, there is no reason for the party to stop, even if it must take on a very different form. And designers looking to fête a new product line, book release, or other milestone may still benefit from organizing an intimate gathering with peers—even more so when in-person reunions aren’t possible. Looking to host an online celebration of your own? Below, top party planners who’ve transitioned their skills to create online webinars, panels, and, yes, even galas share their tips for attracting guests to digital soirees—and keeping them engaged when they log on.

Identify your goals—and your mission

You may be wondering: Is a virtual gathering really worth the effort? The short answer, says Manhattan event planner Marcy Blum, is yes. Think of it as evolving your practices, not suspending them. “I tell [clients], you’re not in hibernation,” Blum says. “Don’t let your audience drift away.” Think about what you’re hoping to achieve from your event, just as you would for an IRL one: Is it about raising money? Fostering community? Watching and learning? Decide size, budget, and theme accordingly.

“A virtual event is never going to be the same as an actual event,” says New York entertaining expert Bronson van Wyck. “But I always remind clients of the positives, whether that means you can invite people from all parts of the world or that you can send food from your favorite restaurant to 30 of your friends. We’re all craving connection, so whatever fosters community is welcome during these times. Everyone is eager for fun.”

Attract your audience

One of the advantages of virtual events is increased capacity. “In my opinion, the more the merrier” when it comes to talks, performances, and fundraisers, says Van Wyck. “These are tough times for nonprofits, so the more people you can gather together in support of a cause, the better.” For smaller, more personal gatherings, it’s best to keep the guest list to below 50. As Van Wyck points out, “Too much scrolling back and forth on Zoom inhibits intimacy.”

When sending invitations, do so two weeks in advance—digital or paper is fine—and include as much information as you can: what to expect, who’s speaking and when, whether or not there will be gifts. “If we’re planning a toast, I like to supply guests with champagne and flutes,” says Blum. “I’ve also sent sequin masks.” A day-of reminder and explicit info on how to tune in are also helpful, says Nicole Vecchiarelli of Special Projects, an NYC- and L.A.-based booking and event planning agency.

Rethink the design

Design elements of in-person events can be adapted to a virtual environment—with some adjustments. If you’re hosting a birthday party or dinner, sending guests custom centerpieces, personalized linens, and handpicked place settings will add a sense of occasion. Sometimes, though, your guests’ homes are the best backdrops of all. For a recent event he organized for the High Line, Van Wyck gathered Diane von Furstenberg, Martha Stewart, Thom Filicia, William Norwich, and Franco Noriega for a discussion. “There was no design necessary, since part of the fun for patrons was getting a chance to see Diane in her Connecticut living room or Martha in her Bedford gardens,” he says. You may want to consider instituting a dress code to generate excitement and encourage a sense of togetherness. “Believe me,” says Van Wyck, “after weeks of sweats and PJs, everybody will welcome the escapism of putting on the ritz.”

Keep it moving

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Pacing is key. If you’re organizing a panel, “rehearse, rehearse, rehearse,” says Van Wyck. Most events benefit from having a host who can keep conversation and activities on track. “Just like in real life, the loudest voices in the room often dominate the conversation,” he says. “That’s all well and good when you can make an easy exit with an excuse to visit the bar, but when you’re all stuck on a screen this can be excruciating.” Consider using Zoom’s Breakout Room feature to host smaller conversations over the course of the event. And curate these gatherings just like you would a seating plan—make sure there’s a nice mix of native talkers and listeners in each.

And remember that guests likely have shorter attention spans than they would in person. Special Projects cofounder Andrea Oliveri says 30 to 40 minutes is the sweet spot for the length of any virtual party. “But don’t feel bad if people drop in and out,” says Van Wyck. “The fact that they’ve taken time from their day should be viewed as a win.”

Interact and engage

Experiential elements can take your event “from ‘meh’ to memorable,” says Van Wyck. Maybe that means enlisting a Michelin-starred chef for a group cooking lesson—and supplying guests with a box of ingredients—or hosting an artist-led activity, for which guests get a craft kit. Gifts, of course, aren’t a requirement; a bring-your-own rule, whether it’s wine or watercolor paints, can keep your audience excited—and tuned in. “The main challenge is engagement,” says Oliveri. “But it’s very possible to create something unique and special.”

And just like IRL, it always helps to have a headliner, though keep in mind that tastes have changed. “The new greatest ‘get’ is a private conversation with a physician, politician, or activist,” says Van Wyck. “Fauci is the Beyoncé of the moment.”