Great expectations: the secret sauce for event success

A good event is when everything comes together on the day. There were bumps and knocks, and a debrief will certainly be needed, but you got the job done.

A great event is when the cogs all turned so perfectly that you, and everyone involved, feels a deep sense of accomplishment. Often, after a great event, you’ll say to yourself - ‘we’ll do that again!’.

So, what goes on in the lead up to a great event that secures those congratulatory thoughts, rather than dreading a looming event ‘wash up’ meeting.

Well, it’s all about expectations.

Setting the bar, not just the schedule

Every event professional understands and recognises the chaos that lives beneath a polished event. Those weeks in the lead up are a cacophony of emails, spreadsheets, last minute WhatsApp messages and calls figuring out the answers to all the questions.

But it’s often within this pressurised work, that priorities start to get lost and even the most seasoned pros can overlook one crucial piece: aligning everyone’s understanding of what success actually looks like.

We’re talking about more than logistics and schedules. This is all about shared purpose. The vision.

Too often suppliers, production, catering and even venues are brought in during what feels like the ‘chaos stage’ and only briefed on their piece of the project. They’re not given the wider expectations for success. This can create silos... but there is potential to harness more from every party involved, because this isn’t just another event on their calendar. This is your event and they need to feel that.

Expectation isn’t motivation. It’s orientation

This isn’t about motivation. The key is that everyone is on the same page. Expectations help orient your team to the bigger picture. They should know what matters, what doesn’t, and therefore where to focus their effort. And that’s where the magic happens.

Here’s a few examples of how setting expectations works:

🍽️ The catering team

On an event day, the catering team represents your brand just as much as you do. Take the time to sit down with the catering manager, share what kind of audience is attending, the tone you’re aiming for, and how you want people to feel when they leave.

When they’re in the loop, a few things happen:

• The front-of-house staff adjust their tone and service style - warm and conversational for a relaxed networking event, or sleek and minimal for a high-end investor briefing.
• The chef suggests a menu tweak to better align with the event’s theme, swapping out a heavy lunch option for a lighter, energising meal that keeps guests alert and engaged through the afternoon.
• They help you time coffee breaks around the flow of the agenda, not just the clock - making sure energy peaks at the right moments.

🎬 The tech team

AV is often seen as a “plug in and play” aspect. As long as there's enough microphones and a way to show your videos, it seems fine. But when the production team understand the vision, they become collaborators, not just operators.

Say you take the time to brief the AV project manager, not just on cues and kit, but on the kind of atmosphere you’re creating.

Here’s what might happen:

• They suggest how changing lighting states during different agenda items could help guide the mood and keep engagement high.
• They plan more creatively how camera positions could bring the audience closer to your content, preventing issues and enhancing production value.
• They pay extra attention to identify a tech risk early and foresee required adjustments because they now care about the outcome, not just their checklist.

Not a nice-to-have

As an event leader, it’s easy to feel like you've already done the heavy lifting by aligning your internal team, shaping the vision, and obsessing over every detail. But assuming that everyone you bring on board externally will understand what makes this event different is a mistake. No matter how experienced your suppliers are, or how often you've worked together before, each event deserves its own clarity and intention.

Because truly great events don’t just happen. They’re built through shared vision, thoughtful communication, and clear expectations. That’s how you move from just another event to a great one that people remember.

So next time you plan, here's our checklist:

• Have I shared the vision with everyone involved?
• Does each contributor know the why, not just the what?
• Am I setting expectations that lead to excellence?

What lessons have you learnt about setting expectations for different teams and suppliers? Any ideas we've missed?