Reagan Prechter

Last week, I had the incredible opportunity to attend THE EVENT in Palermo, Sicily—Italy’s premier national gathering for luxury hospitality and event professionals. Hosted by the Italian Convention Bureau, this prestigious conference brought together the country’s most elite hotels, venues, and event providers, solidifying its place as a global hub for collaboration, innovation, and industry excellence.

As one of only three US planners hosted by the country of Italy, I walked away not only with invaluable insights but also with exclusive opportunities for our clients at Reagan Events—from private-access venues to strategic partnerships that will elevate the guest experience like never before.

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Building New Partnerships, Unlocking Exclusive Experiences

For three days, we dove headfirst into strategic meetings with the best in the industry. Picture four straight hours of 15-minute sessions a day with Italy’s most sought-after luxury providers—speed dating, but for the event world. No small talk, no fluff—just straight to the heart of what matters: how to create unparalleled experiences for discerning clients.

One of the most thrilling takeaways? Our new ability to offer private venue access to some of Italy’s most coveted locations—places you won’t find on Google, spaces that only host a handful of events per year, and venues that prioritize discretion and intentionality over visibility.

For couples looking to move beyond the overexposed “wedding factory” venues and into a world of authentic, off-the-grid luxury, we now have the answers they’ve been searching for.

The Universal Language of Hospitality: Authenticity & Connection

What struck me most was that, despite the diverse international presence at the event—planners, hoteliers, and hospitality leaders from the UK, France, Austria, India, the Middle East, and beyond—we all spoke a common language.

Luxury is not about excess. It’s about meaning.

In a world where everything is perfectly curated and available at a click, people crave authenticity more than ever. Guests don’t just want to be impressed—they want to feel something real. Connection is the currency of luxury.

Connection applies not only to how we serve our clients but also how we work as professionals. When we feel deeply connected to our work, our creativity flourishes. The same is true for clients—when they feel emotionally connected to their event, it transcends “just another luxury wedding” and becomes something far more memorable.

The Evolution of Luxury: Old Money vs. New Money

One of the most fascinating topics of discussion at the event was around “old money vs. new money”—a topic rarely discussed openly in the U.S. but one that holds powerful insight for luxury service providers.

An Italian panelist made a bold statement: stereotypes are valuable. Not because they’re limiting, but because they serve as a foundation for understanding—a jumping-off point for deeper conversations.

Here’s what was discussed:

• Old Money: Values quality over quantity, discretion over visibility. These clients seek understated luxury, timeless craftsmanship, and deeply personal experiences over flashy trends.

• New Money: Seeks exclusivity, statement-making luxury, and bold, trend-driven experiences. They want to see and be seen, gravitating toward high-profile destinations and Instagram-worthy moments.

Neither is right or wrong—but knowing who your client is and what they value is the key to delivering an experience that resonates.

At Reagan Events, we see this distinction play out in how our clients approach their weddings. Some desire elegant, intimate affairs in hidden locations, while others want statement experiences with grand impact. Understanding these nuances helps us craft weddings that feel deeply personal and intentional for each specific client—the kind of weddings that guests talk about for years to come.

The Definition of Luxury

One of the standout speakers at the event was Antonio Paraiso, a luxury brand management specialist from Portugal. His perspective on what defines true luxury was both inspiring and affirming.

According to him, luxury is not about things. It’s about emotion.

His definition was striking:

• Luxury is about touching clients emotionally. It’s about the feeling they are left with, not just the experience itself.

• Luxury is a state of mind. It’s not always tangible, but it’s always deeply felt.

• Luxury is about desire, scarcity, and taste. True luxury isn’t mass-produced—it’s curated, considered, and deliberate.

• Luxury is elegant behavior. It’s how you make people feel, not just what you provide.

One of my favorite takeaways was this:

“You can only charge more if you give more.”

The post-pandemic luxury market saw skyrocketing prices, but long-term, people will only pay premium prices for services that deliver unmatched value. Price alone isn’t luxury—service, thoughtfulness, and the experience of being deeply cared for is.

The Future of Luxury Events: Small Surprises, Big Impact

One final insight I loved? Luxury is about storytelling.

Clients don’t just want a beautiful wedding—they want a narrative woven throughout their experience. They want moments that feel deeply personal, surprising, and intentional.

Antonio outlined five key elements that create “magical experiences” for clients:

1️⃣ Stimulate all the senses. Every detail—the texture of the linens, the scent in the air, the taste of an amuse-bouche—should feel intentional.
2️⃣ Turn disappointment into delight. Clients value seamless service, but they value thoughtful problem-solving even more.
3️⃣ Plan to surprise. Whether it’s an unexpected guest gift or a wow-moment during the event, luxury is in the details.
4️⃣ Tell compelling stories. Every event should reflect the client’s personal story in a way that is deeply meaningful.
5️⃣ Run small, controlled experiments. Affluent clients love new experiences, but within a framework of trust and control.

At Reagan Events, this is exactly how we approach every wedding and event we produce. Luxury isn’t about doing what’s expected—it’s about anticipating needs before they arise, crafting deeply personal experiences, and delivering moments that feel rare, effortless, and unforgettable.

With exclusive venue access, strengthened global partnerships, and a renewed focus on personalization and authenticity, the time in Sicily was nothing short of transformative—not just for the insights we gained, but for the opportunities we now bring back to our clients.

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