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No matter how spectacular the smoke and mirrors, first impressions wear off fast if the human dynamics of an event fall below standard in the area of pizzazz and professionalism. Whether it’s a gala dinner, trade show or in-store marketing gig, good customer service is critical to its success.
Laying the foundation for a memorable service experience that positively promotes your cause or brand entails covering off many bases in the staffing department. Consider the following tips from event staffing experts:
Knowledge Sharing: When hiring event staffing, from wait staff to product samplers, communication is key. Provide as much information to your suppliers about not just the event requirements but also its purpose and role you wish front-line staffing to play.
Pre-event Legwork: Arrange time for the event staffing supervisor to do a site inspection of the venue and review seating plans so they can properly apprise staff on entrances, exits and how to work guest traffic flow.
Prep Rally: Before an event begins bring all front-line staffing together for a final briefing that builds enthusiasm and energy while reviewing roles and expectations.
The Floor Show: Engaging guests isn’t just the entertainment’s responsibility. Encourage event staff, from waiters to registration desk representatives, to let their enthusiasm and personality shine through and promote the event.
Face Time: Look at all opportunities where you can strategically locate staff to engage and assist guests. Outside the venue, station a New York-style doorman. If guests must use an elevator or escalator, position a staff member to greet them and talk about the event. Use models as roving hosts or traffic directors. Have a washroom attendant to keep an eye on the facilities and chat with guests waiting in line.
Let Your People Network: Have a model or professional spokesperson demo a product freeing up company sales staff to work the crowd one-on-one from within the audience.
Active Fundraisers: Increase raffle ticket sales or promote auction items by using beautifully dressed models to circulate among guests engaging them in conversation on the cause and encouraging them to buy.
Staffing Formula: Avoid grumbling guests by having adequate staffing. While event needs vary, here’s the rule of thumb: For sit-down, at least 1 wait staff per 12-person table; for buffet-style, one staff per 25 guests; one bartender per 100 guests; one cocktail server per 25 guests; one wine steward for every five tables; one valet parking attendant per every five cars depending on the parking lot distance.
Address the Dress: Play up an event’s theme by having wait staff in costumes or unique uniforms. Also, consider having a consistent look for other staff members whether it be a colour theme, identical outfits or simply a t-shirt that helps them stand out.
Memorable Table Service: The demeanor and professionalism of wait staff are important but also consider the style of food service. For impact, arrange for simultaneous service, where wait staff, holding two plates each, are choreographed to enter a room and ring the tables behind guests' chairs. Upon cue, the plates are placed down in front of guests at the same time.
Service As An Art Form: Have a food and wine expert introduce each course and lead guests through each pairing. Insist on attentive service etiquette, from the wait staff’s ability to speak to the menu and ingredients to crumbing the table before the dessert course.
Special Requests: Help staff quickly and easily identify who receives special dietary meals by placing an attractive table marker at the guest’s table setting.
Insurance Pays: If hiring an outside event staffing firm, ensure the company has adequate insurance for their people, including Workmen’s Compensation, and servers are properly trained in responsible alcohol and food service such as Smart Serve Ontario. 
With input from and thanks to
James Nienhuis, The Butler Did It,
www.thebutlerdidit.ca
Lisa Laudenbach, Schmooze Event Management & Personnel, www.schmoozepersonnel.com
Mark J. Mooney, Mark J. Mooney & Associates, www.markjmooney.com
Diana Williams, Diana Williams Promotions, www.dwpromotions.com
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