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What’s the First Ingredient in Every Event?

Before you book a venue or send a single invite, there’s one question you must answer: What’s the purpose of this event? Get this wrong, and no amount of planning will save you.

Why Purpose Matters the Most in Planning

Before you create a guest list, book a venue, or even think about catering, you must know the purpose of your event.

 

Why are you gathering people together?

 

Too often, planners jump straight into logistics without answering this simple question. But the purpose sets the tone for everything else—it’s the first and most important ingredient.

 

Here are three examples:

  • Product launch: The obvious purpose is to introduce new products. But the deeper purpose? Building relationships with customers, partners, and media.

 

  • Fundraising gala: Of course, the goal may seem to be raising money. But that’s a by-product of the real purpose. Why? You can’t invite money to a party – you invite people! The true purpose is creating lasting connections with those who care about your mission, and they have the potential to give way more than just dollars.

 

  • Wedding: everyone is there to love and celebrate the bride and groom. And, what else?  To weave together families and friends into a new community.

 

When you clarify the purpose first, the rest of your planning becomes clear. Every detail, from décor to program flow, supports the reason you’re bringing people together. Events aren’t just about activities, food, or décor. At their heart, the true purpose is to create connection and community. 

 

Without this clarity, it’s easy to get lost in the noise of choices—what theme, which entertainment, how many courses to serve. But when you stay anchored to your purpose, decisions become easier, alignment is natural, and the event feels intentional rather than accidental. Purpose acts as both the compass and the filter, guiding you back to what really matters.

 

And here’s the best part: a clearly defined purpose doesn’t just serve the planner—it’s felt by every guest. People walk away not only remembering the event, but remembering how it made them feel, and why it mattered to be there. That’s the true measure of success.

 

When you think about the best event you’ve ever attended, what do you think its real purpose was?

Click here to answer

About
Marinda Freeman

Marinda Freeman is an Event Consultant and Designer with over four decades of experience creating impactful events—from large-scale corporate conferences and nonprofit galas to festivals and product launches. With a background that includes Executive Director of Martha Stewart Catering, Marinda guides organizations, businesses, executive and admin assistants how to design, plan, and produce annual events with clarity, structure, and ease—transforming complex logistics into smooth, successful experiences. By teaching clients and their teams proven practices they are able to confidently produce future events.  Her consulting style is hands-on, strategic, and empowering, ensuring every event reflects purpose, connection, and joy.

As a bestselling author, accomplished chef, and licensed spiritual counselor, Marinda brings a mindful, holistic approach to every project. Her book, Everything is an Event, reveals fifteen enduring principles for creating meaningful gatherings in today’s world. With a personal motto of “If you’re not having fun, you’re wasting time,” Marinda believes every event is a chance to build community and create unforgettable moments—with grace, intention, and a whole lot of fun.