After 25 years in events, I get asked the same handful of questions by companies planning something for the first time, or planning it properly for the first time. So here are straight, honest answers to the ones that come up most: hiring staff, choosing suppliers, and what full-service planning actually gives you. If your question is not here, just get in touch and ask me directly.

How do I hire staff for a corporate event in London?

The simplest route is to hire your event staff through your event planner, who books, vets and manages the team on the day so you do not have to. If you are arranging it yourself, you will typically need an event manager to run the schedule, hosts to welcome guests, waiting and bar staff for food and drinks, and, depending on the event, cloakroom, technical and security staff.

The two things I would not compromise on are quality and management. Well-briefed, professional staff change how an event feels, and someone senior needs to be directing them throughout. When we plan an event, that coordination is built in, so your team never has to manage a supplier mid-evening.

Sometimes a venue is a dry hire with no staff in situ, and we need to bring in a team of fabulous people to run things for us. Recently, we organised a corporate event for Construction Wave in a gorgeous room on the 9th floor of Us & Co in the city. Decked with a central bar, we needed a friendly team to unpack drinks, make sure they were chilled, greet guests, take coats, tidy up, and generally ensure that everyone had a wonderful time. And of course, leaving it clean of rubbish and detritus is essential!

Enter stage left, an amazing staffing agency we use called Aesthetics Events. When I worked at Wembley Stadium 10 years ago, Aesthetics provided all of the staff who were fully versed in the ‘Wembley Way’, which basically meant being really, really friendly to everyone. This kind of service culture had been in place in the United States for many years, but it was taking the UK a long time to catch up! But we’re getting there, and what I find with the staff from Aesthetics is that they are all trained in full-on friendliness and are incredibly helpful, so that adds to our guest experience and makes Sugar & Rind look good at the end of the day.

Who provides the best bartending staff for corporate events?

The best bartending staff for corporate events usually come through specialist event bar companies or your event planner, rather than being booked in isolation. What you are looking for is professional, experienced bar staff who can pour at pace, make a proper cocktail, and hold the tone of a premium event while keeping the queue moving.

We work with award-winning bartenders and mixologists as part of our supplier network, and we match the bar team to the event, whether that is a slick cocktail service for a launch or a relaxed spritz bar for a summer party. Booking the bar as part of the wider plan also means the drinks, the timings and the staffing all line up rather than being three separate conversations.

Our regular premium cocktail bar provider is a wonderful company called Exquisite Cocktails. Privately owned by two lovely chaps called Dom and Ant, they really care about the guest experience, so our two brands align perfectly. If I can talk a client into using Exquisite, then I do!

A catering company will do the bar just fine. But Exquisite Cocktails brings a super experienced team of mixologists who, as well as providing a really smooth service, always arrive with a big smile on their face. Running the bar is by far the hardest job. First in, last out; it’s hard work, but they never make heavy weather of it. And the cocktails are always absolutely delicious and fresh, made to order.

What does full-service event planning include?

Full-service event planning means one team handles the event end to end, so nothing falls between suppliers. In our case, that includes:

• Concept and creative direction
• Venue finding and management
• Budget and timeline management
• Catering, styling and flowers
• Production, staging, lighting and sound
• Entertainment
• Event staffing and bar service
• On-the-day delivery from set-up to close

The point of full-service planning is single accountability. You have one team to talk to, one plan, and one group of people responsible for the evening going well.

What is corporate event production?

Corporate event production is the technical and physical delivery of an event: staging, lighting, sound and audiovisual, set design, and the build that turns a venue into your event. It is what makes a launch feel considered or a gala feel grand, and it is usually the difference between an event that looks homemade and one that looks intentional. We manage production as part of the wider plan, so the technical side supports the creative idea rather than fighting it.

How far in advance should I plan a corporate event?

As early as you realistically can. For larger events, and for the summer and Christmas peaks, the best venues and suppliers are booked months ahead, so an early start gives you the pick of the options rather than what is left. Even a rough brief and a provisional date are enough to get ahead of the rush. Smaller events can come together more quickly, but earlier is always easier and usually better value.

How much does a corporate event cost, and how do you charge?

There is no single figure, because the cost depends on the format, guest numbers, venue, catering, production and staffing. Rather than quote a number that would mean little, we build each event around your budget and give you a clear, tailored proposal after an initial conversation, so you can see exactly what your spend delivers.

What areas do you cover?

We plan corporate events across London, the home counties, the Cotswolds and Somerset, including city venues, countryside estates and events at your own premises.