240: Our Common Ground: Laura Schwartz’s Vision for Event and Catering Pros
LIVE from Catersource + The Special Event Show 2024 in Austin, Texas, Tracy chats with speaker Laura Schwartz about how caterers and event planners are the original creators of moments that last a lifetime. In an era of craving immersive experiences, it's crucial for us to stay ahead of the curve—innovative, dynamic, and authentic. Laura's guiding principle? Our shared "Common Ground."
As the former White House Director of Events and a storied career that spans the globe, Laura brings a wealth of knowledge on creating transformative experiences through food, drink, and stellar event execution.
In this conversation, Laura and Tracy dive deep into the art of making every event memorable, focusing on integrating high-quality, accessible food and creating spaces that foster genuine connections and community. From the importance of strategic food placement to avoiding long lines and ensuring the perfect lighting, they cover all bases to guarantee event success.
Laura shares insights from her time orchestrating high-profile events at the White House, emphasizing the crucial role of 'third places'—spaces where people can gather outside of home and work to engage and exchange ideas. She discusses the emotional bond formed when breaking bread together and the magic of face-to-face interactions that technology cannot replicate.
Heard on the Episode
"Food and drink can transform ideas into reality and foster meaningful conversations." ~Laura Schwartz (18:45)
"Event success is about more than spending money; it's about creating valuable connections and experiences." ~Laura Schwartz (25:12)
Key Topics Discussed
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Creating Favorable Event Atmospheres
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Importance of high-quality, accessible food.
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Impact of food choices on engagement and relationships.
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Third Places and Social Capital
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Definition and significance of third places.
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Community bonding and mutual aid.
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Sustainability and Inclusivity
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Transparency about food origins and ingredients.
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Sustainable cuisine and its emotional impact.
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Networking and Collaboration
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Building a reliable network of collaborators.
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Emphasizing genuine connections and ROI (Return on Experience).
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Professional Development
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Skills and adaptability in career transitions.
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Appreciating the value and skills from nonprofit work.
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Key Takeaways
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High-Quality Food: The quality and accessibility of food at events significantly impact attendee experience and engagement.
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Third Places: Establishing "third places" can foster community, social capital, and meaningful interactions.
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Genuine Connections: Authentic interactions, paying it forward through education, and sustainability in cuisine enhance event experiences.
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Sustainable Practices: Transparent and sustainable food practices resonate emotionally with attendees, enhancing overall experience.
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Networking: Building a strong network of collaborators is crucial for event professionals, encouraging mutual support and knowledge exchange.
Tips
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Focus on Quality: Prioritize high-quality, accessible food to enhance attendee experience.
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Build Third Places: Encourage spaces for genuine social connections and idea exchange.
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Promote Sustainability: Emphasize transparent, sustainable food practices.
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Foster Relationships: Nurture authentic connections and collaborative networks for success.
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Embrace Adaptability: Leverage skills from various experiences, including nonprofit work, to thrive in the event industry.
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Laura Schwartz
Professional Emcee & Keynote Speaker, Author of "Eat, Drink & Succeed" and Television Personality.
Laura Schwartz is a high-energy keynote speaker and emcee, celebrated for her ability to connect with audiences and inspire leaders across industries. A fierce advocate for the meetings industry, Laura has been recognized as one of the 100 Most Influential People in the Global Events Industry by Eventex for four consecutive years and named one of the Best Keynote Speakers by Meetings and Conventions Magazine.
Drawing from her experience as the White House Director of Events and her best-selling book, Eat, Drink & Succeed, Laura delivers powerful messages that align with her clients’ goals, whether on stage or virtually. She is also a board member of the Clean the World Foundation and active in philanthropic initiatives in Chicago, where she lives with her wife.
