Event Planning 101: Moving to the Big Leagues

by HighTower Advisors on December 25, 2019

In part one of our three-part series on how advisors can leverage client, community and corporate events, we outlined some options for inexperienced event planners to get started by hosting smaller events.

Today, we’re taking it a step further: Advisors who are ready to invest more of their time and budget to host larger events often find this an effective way to create a positive, highly memorable experience for clients. Larger events can help put an advisory team on the map for referrals and make a serious splash when it comes to client appreciation.

You know your clients, so tailor your events to their preferences and interests. Whether that’s a formal dinner with entertainment, or a more casual family-oriented event, the most important thing is to create an environment that provides plenty of opportunities for interaction between your clients and your team. The bottom line: keep it classy and know your audience.

Here are a few bigger event ideas advisors can use to boost their community profile:

Family Events

Family events can provide a much-appreciated informal night out for your community of clients, as well as their children or grandchildren. Consider hosting an oversized game night, where clients bring children to play giant versions of Connect Four, Jenga, chess or bowling. Or rent out a local museum for a night of fun, socializing and learning.

Community Volunteering Events

To build a sense of community among both your staff and your clients, find a cause you are passionate about and create a volunteer day open to all. If you know your clients are concerned with homelessness, for example, consider hosting a Habitat for Humanity volunteer event. For clients with a soft spot for furry friends, spend a day helping out at the local animal shelter. Whatever the cause, showing your clients that you care about the things that are important to them will help build a deeper trust and appreciation for you.

Formal Thank-You Dinners

Thank-you dinners are a great way to overtly show clients how much you appreciate their business. However, you must take care to consider your client demographic and their preferences when organizing this kind of event. While some clients appreciate an elegant venue, others may see it as a waste of money.

Client appreciation events can help to build stronger relationships and increase community awareness for you and your business. Whether you plan to host a small or large event, the goal is to make your clients and prospects feel welcomed, special and connected.

To learn more about how HighTower can help advisors with event planning, email us at and click here to download our comprehensive event planning playbook!


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