25 years in hospitality taught me that crafting an unforgettable experience is an art. It's about more than just what you offer—it's how you make people feel.

Here's how to get your Dreamies to CRAVE your brand:

Craft, curate, create—it all starts with letting yourself go wild with ideas. What would your brand experience look like if there were no limits? How would you want people to feel every time they interact with you? What would it take to become utterly irresistible?

At CRAVE Supper Club, you just experienced the result of one of my creative brainstorms. I wanted you to feel cared for, pampered, and a little spoiled. Sexy and cool. Like you belonged, but in a way that leaves you wanting more. I wanted you to wake up the next morning craving that feeling again.

Reimagine what’s possible. Throw out the rules, the "norms" of your industry, and even your own business. What could you do that completely stands out? Just like a brand designer hosting a secret supper club instead of a branding webinar—because, let’s be real, who’s craving webinars?

Anticipation is everything. Getting your Dreamies to crave your brand means knowing what they desire before they do—and delivering it seamlessly. Take a moment from tonight: being greeted at the door with a Kir Royale. Oh, and did you catch the clock? Permanently set at 4:59 because, around here, it’s always Happy Hour. That's what happens when you understand the importance of anticipation—setting the stage for the perfect moment before they even realize they need it.

And then there’s the vibe. BB, you understood the assignment. We’re about matching and elevating energy here. If you want your Dreamies to crave your brand, you need to take them somewhere they’ve never been, somewhere they didn’t even know they wanted to go. It’s all about taking them higher and exceeding their expectations. It’s showtime, lights, camera, action.

Execution and excellence—Here’s the kicker: to pull this off, you need two things. First, you’ve got to be passionate about what you offer. If it feels like a chore, people will know instantly. Second, you need to be really effing good at what you do. Nobody craves effort—they crave effortless skill. Tonight, you witnessed the craft I’ve honed over years. The evening felt easy, thoughtful, and seamless. Every detail handled, so you didn’t have to lift a finger.