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 reservation, spa bookings, ticketing & special event access, bilingual guides and on-site concierge services 24/7


    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.