Frequently asked questions

Event Concierge is the planning and arranging of all hospitality services that run alongside the delivery of an event. This includes: Handpicked hotel recommendations, luxury vehicle transfers and guest logistics, on-site event traffic flow, airport meet and greet, guest liaison and hosting teams, beauty & grooming, welcome amenities and gifting, bespoke experiences, restaurant, bar & night-life reservations, spa bookings, ticketing & special event access, bilingual guides and on-site concierge services 24/7
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The role of the Event Concierge is to ensure that each guest has a personal itinerary that is individually and proactively managed to make certain they arrive at the main event in the best possible frame of mind. We are trusted by Senior Executives to take individual care of their highly valued clients on their behalf.

Clienteling is a technique used by brands and businesses to build engagement and loyalty amongst their customers by using selected data about their preferences, behaviours and purchases. For luxury brands, clienteling can involve a combination of in-store elevations, out-of-store experiences and exclusive invitations to local or global brand moments 
to build long-term relationships with their clients. At Parade, we support brands with their clienteling in several ways:  

1. Building thoughtful strategies to help engage clients based on our broad 
understanding of Ultra High Net Worth Individuals.

2. Training client-facing teams to deliver an unrivalled guest experience, 
build emotional connections and inspire customer loyalty.

3. Providing Event Concierge services to elevate and amplify brand moments to which clients are invited. 
Guests will arrive in the best possible frame of mind, ensuring a maximum return on investment. 

We are based in London and we also work globally. Our Event Concierge service is designed to work anywhere in the world – our team have a broad international perspective and experience working on all continents. We have a trusted network of global partners which means we can offer the same level of expertise and access wherever we are. 

By working with our Event Concierge company your guests will experience a level of service superior to any they have received before. At Parade, we elevate each moment along the guest journey and work with all suppliers to ensure that every service is executed to perfection. Even the best five-star hotels in the world have ‘off’ days and it is our job to spot any potential missteps and correct them ahead of time so that the guest experience is never impacted. 

No. We work with any business wanting to deliver an exceptional guest experience to their most valuable audience. 
As well as working with luxury brands, we also work with businesses servicing HNW/UHNW clients as well as premium businesses aspiring to elevate their guest experience. 

Yes. Our services include full client hospitality for events and client treatment programmes, including the design of bespoke experiences based on client passion points as well as VIP event logistics.

Our clients tell us that they choose Parade for their Event Concierge because it allows them to focus on their job, 
safe in the knowledge that their clients are being very well looked-after. We give our clients back time so that they 
can focus on delivering the main event.

Event Concierge services are exclusively B2B and for groups   – we support our clients with concierge services for events only and do not offer individual or B2C concierge services. Our clients are businesses entertaining their most valuable audiences and we only look after individuals within this group. Parade does not offer individual concierge membership however if this is what you are interested in, please contact our friends at www.calder-co.com

Event Concierge as a service exists at the intersection of events, travel and concierge companies. Unlike an events agency, we do not offer event production or design. Unlike a travel agency, we approach ‘group’ travel on an individual basis and provide a team of people on-site to manage the end-to-end experience. Unlike a concierge company, we do not offer individual concierge services or membership.

Parade provides professional and charming event hosting teams and brand ambassadors to support the delivery of our Event Concierge projects or as a standalone service. We can supply a team of polished guest liaison hosts to look after your VIP guests at a conference, fashion show, company off-site, high jewellery exhibition or brand experience of any kind.  

We have a range of pricing models and have competitive management fees which are usually based on a percentage 
of the overall budget. Our clients do not always opt for our full Event Concierge services – we also work on hosting, transport & logistics or experiences-only projects.  

No, our clients do not always opt for our full Event Concierge services – we also work on hosting, transport 
& logistics or experiences-only projects.

We have a carefully curated catalogue of luxury experiences designed to reward, engage and retain VIP customers. 
We also love to create bespoke experiences based on audience preferences and passion points, as well as on our 
clients’ brand values.  

We provide logistics services for events, taking care of all guest transport (in chauffeur-driven cars, people carriers/vans, coaches, black cabs, boats or planes) and managing traffic flow at the event. We can also provide airport meet & greet services to welcome guests.  

We love to partner with event production and PR / Communications agencies to deliver Event Concierge services. We often partner with agencies who in the past may have outsourced guest management and logistics to a freelancers which may not have resulted in a smooth guest experience. We provide a dedicated and specialised service to take this stress away 
so that our agency partners can focus on the delivery of the live event, safe in the knowledge that Event Concierge is taken care of and the guests will arrive to the event in the best possible frame of mind to enjoy it. 

Our workshops focus on helping teams to understand their guests better and deliver the best possible guest experience 
to them. We do not offer technical or operational hospitality training, but instead specialise in delivering engaging and interactive sessions and workshops that help teams gain a wider understanding of the luxury industry.  

Yes we work with many brilliant partners who we trust with everything from beauty and wellness to flowers, transport and event staffing. Some of these include:

• TBR  Global

• Chabé

• Crawfords

• Beautti

• Collectivity

• Harvey Young Advanced Holistic Therapy

• Blooming Haus

Seen, heard, understood!

Seen - a guest needs to feel that they have been seen, that they have the teams' attention and that their needs are important to them. 

Heard - the team are listening to what they say (or what they're not saying) and that they are focussed on delivering their needs. 

Understood - this is the key element and the crowning glory of any guest experience. There must be a relatability - the guest knows that not only is the team listening and there to pay them attention, but that they understand them and that there is a human relationship between them. That the team member must use their initiative to go above and beyond to create a special experience for them. 

Guest experience management is key to what we do! We pride ourselves on ensuring that every element of the guest experience is well executed by every person or organisation involved. By delivering excellent guest experience management, the guests of our brands clients are left feeling seen, heard and understood.

A guest experience manager is the person that is responsible for every element of the guest itinerary - from the moment the guests arrive until they depart, the guest experience manager ensures the experience is smooth and seamless. They are there to support the host from the brand to ensure they can focus on building the relationship while we at Parade take care of the logistics and details.

Yes, that's exactly what we do, and we love it! What we call Event Concierge is often referred to as guest management and logistics. We call it Event Concierge as the "Concierge" role is so much more than logistics.

Yes we are! What is often referred to in French as 'conciergerie' is what we call Event Concierge.

At Parade, our values shape everything we do. We are driven by a genuine passion for delivering exceptional experiences and an unwavering commitment to excellence. Defined by our responsiveness, professionalism, and proactive mindset, we anticipate needs before they arise, act swiftly, and deliver with meticulous attention to detail. Our dedication stems from a deep sense of care — for our clients, their guests, and the relationships we build. Integrity guides every decision, ensuring that we operate with transparency and respect at every stage. Our solutions-focused approach means challenges are met with calm, clear thinking, always prioritising the guest experience. Above all, we believe that warmth and human connection transform service into something memorable — creating moments of trust, ease, and delight that leave lasting impressions.

Parade works with a diverse range of high-profile individuals and partners, specialising in VIP guest management and logistics for ultra-high-net-worth individuals (UHNWIs), talent, members of the press, and influential figures across entertainment, fashion, and media.

·       A bespoke experience is a unique activity or moment that’s designed specifically for a particular guest or audience. Rather than something off-the-shelf, it’s carefully crafted around people’s passions, interests, and what will resonate with them emotionally. For brands and events, bespoke experiences are about creating meaningful moments that guests wouldn’t normally be able to access — something personal, memorable, and completely tailored to the occasion.

·       Designed around the distinct passion points of your guests, Bespoke Experiences enable you to host top clients, senior stakeholders and key prospects in intimate, meaningful settings. Whether enveloping top clients in moments of discovery, deepening trusted corporate relationships or recognising those who have achieved something exceptional, each experience is designed with purpose. Intimate yet impactful. Personal yet strategically considered. Created to strengthen affinity, reward loyalty and ensure that your most important relationships feel both valued and understood.

·       A natural evolution of our Event Concierge Services; Over the last 3 years we have been working closely with brands and businesses entertaining an UHNW audience to deliver Event Concierge programmes all around the world. As part of this service, we create exceptional Bespoke Experiences, designed around audience passion points to allow guests the opportunity to experience a city in a new way, curated for them by us, on behalf of our clients.

Many businesses recognise the power of meaningful client experiences to strengthen relationships and reinforce brand affinity. With the right expertise, access and creative direction, those moments become far more than hospitality. They become strategically designed experiences that deepen engagement, unlock opportunity and build long term, meaningful relationships with your most important audiences.

Where once a dinner reservation or a pair of tickets was enough to impress, the expectations of client engagement have evolved. Traditional hospitality still has its place, but today’s most valued clients and senior stakeholders are seeking something more personal, more considered and more difficult to access.

It is one thing to attend Royal Ascot. It is quite another to begin the day over breakfast with racing’s most revered names, gaining insight into the traditions, pageantry and unspoken codes that shape the event from the inside.

Each experience is thoughtfully designed to offer rare perspective, meaningful connection and enriching moments rooted in your guest’s individual passions, with access that would not otherwise be available to them.

Drawing inspiration from the worlds of art & culture, sport & entertainment, fashion & retail, wine & spirits, and history & heritage, we begin by understanding who your guests are and what matters to them. Whether hosting a top spending luxury client, a senior corporate stakeholder or a key relationship you are looking to grow, we build from that insight.

From there, we curate a bespoke catalogue of experiences designed not just to inspire, but to support your relationship objectives and be seamlessly activated.

Each experience is shaped around your goals and budget, whether you are looking to open doors, reward loyalty, deepen partnerships or reposition key accounts. Our collaborative approach ensures every detail reflects your brand and delivers meaningful, measurable impact

When we say bespoke, we mean it. It may be a carefully curated ninety minutes between meetings, a leisurely afternoon for a couple and their relationship holder, or an unforgettable overnight immersion designed to reward and recognise your highest value audience.

What remains constant is the exceptional access at the heart of everything we create. We take your guests beyond the velvet rope, into rooms rarely entered and conversations seldom had, opening doors that are usually closed and securing seats at the table with the figures shaping culture, craft and creativity today.

·       Luxury Brands

·       Private Equity

·       Asset Management & Wealth

·       Global Law Firms

·       Luxury Automotive

·       Tech Firms

We are known for our expertise in delivering seamless experiences to UHNW guests, on behalf of the brands and businesses who trust us with their clients and guests.

As part of our Event Concierge programmes, we create exceptional Bespoke Experiences all over the world, designed around audience passion points and carefully curated to fit the tone and DNA of our clients. Our experience of the expectations of this hard-to-reach audience is deep, and we understand how to create moments that truly have impact – our standards are sky-high and we only deal in exceptional.

The best way to partner with Parade is to start a conversation with us. We’ll usually begin by understanding your brand, your audience, and what you’re ultimately trying to achieve with the experience. From there, we work collaboratively to identify the kinds of moments and access that will resonate most with your guests.

Because everything we create is bespoke, the process is very consultative. We help shape the concept, source the right partners and experiences, and then manage everything needed to deliver it seamlessly. So, if you’re thinking about creating something special for your clients, the first step is simply reaching out and starting that conversation with our team.

A luxury DMC manages every aspect of a bespoke client experience, from venue sourcing and guest logistics through to hospitality, entertainment and concierge services. Increasingly, luxury brands also rely on DMCs for creative direction, cultural access and personalised experiences that go beyond traditional VIP hospitality.

While event agencies often focus on production and delivery, a luxury DMC is typically more focused on experience curation, hospitality and guest management. At the luxury end of the market, the distinction has evolved further, with many clients now looking for experiences that feel more personal, immersive and culturally connected rather than simply well organised.

Exclusivity today is less about visibility and more about access, intimacy and personalisation. The most successful luxury experiences are carefully considered around the individual, often incorporating private access, cultural insight, meaningful storytelling and moments that feel genuinely difficult to replicate.

Bespoke experiences create opportunities for deeper and more meaningful client relationships. Rather than transactional hospitality, they allow brands to engage clients in a way that feels thoughtful, personal and aligned to their interests, helping strengthen loyalty, emotional connection and long-term brand affinity.

At Parade, we curate a wide range of Bespoke Experiences tailored to our clients and their guests. This can include private culinary experiences, after-hours access to cultural institutions, intimate dinners, sporting hospitality, fashion and art experiences, hosted travel moments and highly personalised clientelling programmes designed around specific interests and occasions.

London offers a unique combination of culture, heritage, gastronomy, fashion and private access opportunities. From Frieze and London Fashion Week through to hidden venues, private clubs and world-class dining, the city provides an exceptional backdrop for bespoke experiences that feel both globally relevant and deeply personal.

Many luxury brands are moving away from large-scale VIP hospitality and focusing instead on smaller, more curated experiences designed around emotion, storytelling and personal connection. The emphasis is increasingly on creating moments that feel thoughtful, immersive and memorable rather than simply exclusive.

A traditional DMC (Destination Management Company) typically focuses on logistics, hospitality and event management within a destination, including venue sourcing, travel coordination, accommodation, transportation and on-site guest services. At Parade, our approach goes beyond traditional DMC services. While we manage every operational detail seamlessly, we also specialise in Bespoke Experiences designed specifically for luxury clientelling and relationship-building. Rather than simply organising VIP hospitality or events, we curate highly personalised experiences centred around cultural access, emotional connection and meaningful engagement.