It was 2008, and the phones stopped ringing.
No buyers, no lenders, nobody wanted to transact. No end in sight.
After months of nothingness, I decided to take a little break and head to Europe for a couple weeks.
That was when I met my friend Paul, and it changed my life.
Hosting your clients for a magical seated black tie event in NYC is possible at a reasonable cost, if you are resourceful.
Here is how I hosted a dinner made by a Michelin trained chef for about 65 guests in a New York City iconic venue
for just $7k all in:
I like meeting people with unique career paths
For over 20 years, I witness a friend entrepreneur work 1 hour/day for 3 months/year, some years even less.
His profit is 300k/year. He doesn’t want to work more. He also owns 5M in real estate, loan free.
Here is his story :
I’m staying in a quiet area in Paris.
Last night the neighbors were partying loudly and made it impossible to sleep.
Most people would understandably feel upset.
Not me.
I took a champagne bottle from the fridge, knocked on the door, introduced myself and met wonderful people
I arrived in Marrakech without knowing anybody.
Everyday for the past week I met incredible people everywhere I went.
Before going back home, I made the decision to bring together everyone I’ve encountered for a special dinner.
I planned for 15 and 40 showed up.
What a night!
I love when my passion for hosting converges with a business outcome.
I organized a black tie dinner for about 65 art collectors (most were already my top clients) in a penthouse for sale in Manhattan:
I’m at
@realEstateTrent
’s place for a Saturday night dinner party and not sure how to tell him I really don’t want to hear any more about strip malls.
Had to step away to share this.
I get asked a lot in DMs how to meet people in a new city.
One of the methods to accomplish this is to use what I call:
« The Coffee Shop Strategy »
An effective way to meet local people in any city and create connections that gradually evolve:
Many small business / single-proprietor websites that I land on, the contact page has no phone number and no email where we could directly and immediately reach the person.
Only a contact form.
Am I the only one to find it frustrating ?
There is always a solution in any situation if you think outside the box.
Some of you might remember the recent liquidation furniture sale of the iconic Gramercy Park Hotel:
15 minutes later, my friend was inside.
Now I am the thrilled owner of 4 huge lobby carpets, 6 sofas, and 10 pairs of curtains from the iconic Gramercy Park Hotel!
Flowers can make a dinner party go from great to spectacular, and it doesn’t have to cost much.
Buy two dozen roses at a deli, and scatter them around the tables in groups of two, and put them inside simple glasses of water.
It’s one of my classic tricks!
Happening now…and our Twitter guests just arrived! They drove 4 hours to attend a dinner at someone’s house their never met before. My kind of people
@kurtbuilds
@ddcaridi
I secretly love nothing more than receiving cold calls from call centers and testing the limit of the cold caller by making them go off script… until they eventually hang up 😂
Limited marketing budget doesn’t mean you can’t organize a lavish event
Serve dinner and champagne, for 60+ of your clients at a 5-star hotel.
It doesn’t require fancy connections or relationships with sponsors to do so.
It just requires being resourceful and creative:
At 17 I lived by myself in San Francisco, learning English.
I couldn’t access bars or night clubs
My favorite hack to have fun and meet people:
Walk in to busy restaurants, introduce myself to large tables and with a big smile asked if I could seat with them.
Many accepted.
From the archives, here is a picture of the brunch front of the Apple Store in meatpacking. When I was 22 and moved to New York and knew nobody in the city, I started hosting these from week one (we were about 60 guests each time).
And he invited people he met on the street, randomly, and asked them to bring food, and bring friends.
The brunch was incredible!
He willed it to be, and it cost him not a penny.
We met a lot of interesting people. Some are still good friends until this day.
There is an art in following up.
I just received a text from a vendor I met a few days ago:
“Paul I never got confirmation so
I am assuming you do not want me to work on your house”
This negative phrasing put me, as a client, in an uncomfortable position to explain myself.
Congrats
@realEstateTrent
for organizing such an amazing New York event last night.
Meeting in real life the Twitter community that follow his account.
Brillant idea and perfect execution!
You can invite 60+ clients for a magical event at a iconic NYC 5-star hotel for 2500$ all in
(including dinner and champagne).
I will prove in my next tweet that anyone can do it.
You don’t need fancy connections or sponsors.
All you need is to be resourceful and creative.
Thursday I created a Twitter account following the story of
@realEstateTrent
. In the spirit of his story, I posted an invite to come for dinner I was hosting at my house. To my surprise I got 20+ DM. I randomly picked 2 guests who drove 4h (they never met before) and stayed over
I landed in Marrakech knowing nobody, I united 40 guests for a dinner a week later
In a world that often feels disconnected, if you give people an opportunity to meet they will embrace it
From organizing events to making curated introductions, I enjoy every step of the process
Get ready for a chance encounter in Marrakech with an unexpected twist!
I was in a coffee shop with my newborn.
Before my latte arrived, I find myself in discussion with the woman next to me :
When at an event, the big question is always how to break the ice with a potential lead (client, sponsor, etc)
that you have recognized in the room, without sounding too pushy.
Sometimes I’ll arrive at a party and see that the bar is set up in the wrong place (too far from the DJ for instance).
Can make or break a party.
I’ll convince and help the host move it to a prime spot.
It’s a 15 minute hassle, but can make an average party amazing!
There is a fine line between asking for things from people and abusing of their generosity.
Being aware of this line is key to building any relationship.
I always make sure not to cross that line.
Crazy moment today.
My friend was telling her boyfriend about a guy she know that likes to wear a suit and host black tie dinner parties, even if there is only 6 guests.
“Wait, his name isn’t Paul from Europe, is it?”
😳
The same question phrased positively could have a different impact:
“Hi Paul,
Just a quick follow up on our conversation.
Please let me know if you would like me to work on your house. I would love to collaborate with you.
Kind regards"
It changes everything!
Update on the private dinner I’m hosting tonight: Two guests from twitter (that I never met before) will be attending and driving together upstate New York. Fun part, they also never meet each other. Can’t wait to meet them.
And to end on another positive note, 2 weeks after the event one of the attendee confirmed the purchase of one of the featured artworks that was presented at the dinner.
An oil on canvas painting for 40k (after a slight discount)
Commission for my gallery: 20k
The joy of living in the moment reminds us that
happiness can be found in the simplest of encounters.
I experience it once again last night.
It was a warm summer evening in Paris, and as I walked in a quiet street I see an unexpected sight :
Happening right now!
Paul’s dinner in preparation, taking place in a speakeasy restaurant of Marrakech, yet open to the public.
The secret door lead guests to an magical garden place.
I look forward to see everyone tonight
Such a joy to wake up and discover this heartwarming text message from one of the guests that attended my impromptu dinner in Marrakech.
I met Karim and his wife at a coffee shop. He is a Moroccan native and runs a logistic company.
I’ll see him again today for lunch.
Now they want to buy a house but they don’t have enough money for the deposit.
Instead, we used what they spent on their wedding for our down payment and acquired a secluded 33 acres property overlooking a lake.
We now own the wedding venue.
You never know when you'll find yourself in a Moroccan adventure,
rubbing shoulders with movie directors and discovering that your daughter's godfather is just one degree of separation away.
Stay caffeinated, my friends, and let the world surprise you at every turn.
The venue:
First, we negotiated the venue for free.
To add context, we did a win-win partnership with a real estate developer.
We featured artworks from our artists and host the dinner for our clients to come see the pieces in the 25M$ penthouse they were selling.
It seems like our 2 “known unknown” guests
@ddcaridi
@kurtbuilds
had a great time at our dinner last night. Thank you so much again for coming and taking the chance to meet new people
Behind the scene detail: they change into black tie in the toilet of the gas station nearby
When you visit Morocco and had the idea to book a room in a secluded hotel in the desert, to be away from distractions and focus on work
Ton of zoom calls are already scheduled for the week, and upon arrival you seeing this:
😳
I guess I’ll do my calls on ICQ
While this solution sounds actually even more fancy, it ended up to be drastically less costly.
The chef was willing to prepare the four courses meal at cost in exchange for exposure.
Catering a black tie event in New York City was a unique opportunity that he couldn’t refuse.
Many expats claim it's hard to meet locals. I disagree.
This week, as an outsider, I'll dive into the local community of Marrakech.
From lively cafes to hidden boutiques, even elevators, I'll introduce myself, hear stories, and bridge cultures.
At the airport giving my passport to the officer, after a quick check he give me the passport back:
Officer: Have a safe flight
Me: You too
😂😂
Is it only me, or it is a commun answer ?
From the comfort of his home office, he produces and sells TV programs.
When he reaches 500k in gross sales he stops working for the rest of the year.
In 20 years never once did he not reach his goal by the month of April.
One of my collectors loved the artwork on display, which sparks a conversation with the artist during the event.
Two weeks later, the collector confirmed the purchase of the artwork (price was 40k).
My commission for this sale: 20k
@realEstateTrent
I recently traveled with my newborn in a stroller. The airport staff kindly directed us to skip every possible line.
Nobody ever confirmed there was actually a baby in the stroller.
It's a schedule that may seem unthinkable to most,
but it has allowed him to craft a life of profound fulfillment and has time for his children, friends and hobbies.
60 seconds later, we were in - after shaking hands with the Moroccan ambassador, his wife and a few dignitaries who greeted us warmly. We exchanged a few words with the ambassador who told us “it’s a pleasure having you both. Welcome to Morocco”.
We arrive at the Embassy. There's a gala going on.
We get to the front of the line.
"Hello, my name is Paul, I live here, and I love Morocco. Can we please have the honor of joining this beautiful gala."
60 seconds later - we're in.
This is a dinner I hosted in Marrakech for 40 local guests.
Just a week ago, they were all complete strangers to me!
I met them all over the city (at restaurants, coffee shops, streets)
I hear their stories and invited them for a dinner.
Grateful for these new friendships!
His restaurant is not (yet) a Michelin star, nevertheless his cuisine is spectacular
(French with an asian twist, he originally from Thailand).
In return, he was thrilled to post and advertise on his social media that his restaurant catered an event in NYC.
Everyone wins.
In return for them:
They saw an interest in bringing our high net worth clients guest list into their property and draw attention to the listing.
(Guest list includes a mix of art collectors, interior designers, financiers, and influencers).
Once he even called me mid-January: "I already reached 500k, I’m now on vacation for the year”
He never meets his clients in-person.
He doesn’t want any employees.
He works independently, collaborating with a few external directors and crew members who filmed his programs.
The New York Times has validated today a practice I've been incorporating into all my events for years:
Red lighting.
It now seems to be the trend.
"Red lighting creates an atmosphere of intimacy that restaurants across usa are embracing to sell intimacy, danger and food."
What could be seen as a major risk (in this case for both sides) is simply a genuine way to experience friendship and opportunities outside of your comfort zone
Some of the best experiences when travelling in a new city is being invited in people’s houses for home cooked meals.
That was the case for me in Marrakech.
This time with a surprise guest being Moroccan Michelin Star chef Azdin Fathi, who cooked for us traditional courses
When I announced I will be in Marrakech for a few weeks, a friend from New York put me in touch with one of his Moroccan contacts
(a very nice expat woman in her sixties)
We spoke over the phone and she invited me to join for a brunch she was hosting at her place the next day:
So, there you have it:
A coffee shop encounter turned into a whirlwind of lunch dates, rooftop parties, and unexpected connections.
Life is funny that way.
The Dinner
For reference, a 1 star Michelin restaurant in NYC quoted us $25k for the 4 courses meal only
(and that was already at a discounted price because I knew the owner)
I know that this kind of budget wasn’t an option.
The solution:
I flew in a chef from Europe:
The event, which includes a Michelin chef trained four courses meal dinner, cost me 7k all in.
(I can explain how I pulled it off for such a small amount in another tweet)
The budget
⁃1k was used to pay for the chef round trip ticket and other travel cost (he stayed at my place during the trip).
⁃3k was used to pay for the food (he found and bought in Chinatown everything he needs for his preparation)
Work smart, not hard:
With the team in place, he is never required to be on set. He just reviews the final editing.
From 500k in gross sales, his net profit after expenses and taxes is 300k.
In addition to social media, they proudly featured our dinner in their newsletter sent to their 20k+ high net worth clients in USA and Canada.
They included the name of my gallery and the building. The developer couldn’t be more happy with this unique exposure.
Everyone wins
At the end the developer was thrilled with the result and excited to showcase the property in a different setting.
They also used the images of our dinner for marketing promotion of the property on social media.
Everyone wins.
- Cleaning: Free
Cleaning and staff was provided by the RE developer.
- Sound system:Free
We bring our Sonos from home
- Lighting: 20$
We covered the existing lights with red filter (from Staples), which immediately made the room look intimate.
When we mentioned that we live in New York, the host said that she has a good friend in New York.
By any chance, do you know him, his name is A.V.
Haha, no way… yes I do indeed know him
Imagine my surprise, he is the godfather of our daughter!
What a small world.
To add context, we did a win-win partnership with the chef (friend of mine)
He was trained for 15+ years in a 2 Michelin stars restaurant before opening his own restaurant in my hometown in Europe.
After cracking a few jokes about the weather in Florida vs my home country, he gave me the name and the cell phone number of the floor manager, saying I could call her on his behalf and that she will assist my friend to get in.
Travel tip:
When exploring a city, don't miss the chance to connect with locals while strolling through the vibrant farmers market.
You’ll find friendly faces and rich cultural experiences.
Today in Marrakech, I had the joy to meet Souhail a farmer bringing organic produce
Summer black tie outfit ready?
Im hosting an event in the heart of NYC tonight and have room for 1-2 guests to join us.
Let's make it a night to remember!
Summer Black Tie
men: white jacket and bow tie
women: white or colorful long dress
@SmamanPaul
In this case I haven’t shown up at all, and didn’t even see the guy.
The key when asking, is probably an alchemy between the tone of the voice and finding a way to connect with the person (for instance humour).
I love when Twitter gives me the opportunity to meet new people.
I arrived a few days ago in Marrakech and tweeted “Who is in town ?”
@7amzahakim
answered immediately and drove 2 hours to attend brunch!
Such a positive attitude that reflects the Moroccan spirit
Every other year he invests in real estate when he sees an opportunity.
The bank always loans him what he needs.
Over the years he amassed a real estate portfolio of about 5M$.
All his loan are now fully paid
Hosting your clients for a magical seated black tie event in NYC is possible at a reasonable cost.
If you are resourceful and creative you can save thousands on items such as flowers.
How ?
Simply ask any event venue the remaining flowers the day after they hosted an event:
A friend call me:
Him: I had the most incredible night
Me: I want to hear it all
And he starts the most insane and laughable story…
It felt like he was explaining live the Hangover Movie 1 and 2 at the same time:
Friends of my wife organized their wedding, a dinner and dancing for about 110 guests in Rhode Island
(Very nice but nothing crazy, the venue also imposed them to finish the party at midnight).
They pay the wedding venue $100k.
Me: Congratulations, I heard the fantastic news, when is it due ?
Her: That letter was sent last year, my baby is now 6 months old.
Me: 😳😳 (embarrassed) I mean congratulations 🤦♂️🤦♂️
⁃3k was used for alcohol, kitchen staff, candles, ice, flowers, printed menu, etc
(we served real champagne and French Pomerol wine, bought at discounted price through a wholesaler)
They wrapped up a 3 days photoshoot for the men's fashion brand they all work for
(called Lafaurie)
This impromptu setup seemed to be their way of unwinding and celebrating their hard work.
As the evening unfolded, we laughed and exchanged stories
After a quick search online, I found the company that was handling the liquidation and the direct phone number of the director was listed.
I immediately gave him a call, explained the situation and mentioned that I was interested to potentially buy a large amount of items.
I customized the diner with white table clothes, fine silverware and glasses, flowers, candles, etc.
The wine was a french Pomerol 2015 that I brought in (and pay a small cork fee)
Needless to say the group turned out to be extremely warm and welcoming
A reminder that even in the midst of a bustling city,
unexpected moments of humor and connection can make any day a little brighter.