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Through this article, Ashley Grunska shares how artistry, structure, and leadership come together to create exceptional guest experiences. She discusses balancing creativity with operational precision, turning client feedback into brand storytelling, driving team alignment, and leading with clarity and care in a fast-paced events environment.
Where Creativity Meets Structure and Precision
During my time in culinary school, I worked as a cake decorator at a local grocery store. During my first graduation weekend, we had seventy-five custom cake orders, and I was convinced we’d never finish in time. A more experienced coworker showed me her system, which organizes designs by pickup time, then by the complexity and time required for each one. It was a simple but transformative lesson in planning and efficiency.
That experience still shapes how I work today. Whether designing a pastry or planning an event, I treat creativity and execution as two inseparable aspects. I utilize my creative eye to consider flow, color, and composition, but I rely on structure, preparation, and clear direction to bring that vision to life. When creativity is balanced with discipline—and teams are empowered with organization and purpose—you deliver results that are both flawless and memorable.
Balancing Bold Ideas with Operational Precision
Every venue and brand has its own regulations and physical parameters, so it’s essential to understand those boundaries before committing to a creative concept. I love when clients bring fresh ideas—it keeps our work exciting and allows us to elevate experiences beyond standard setups.
When creativity is balanced with discipline—and teams are empowered with organization and purpose— you deliver results that are both flawless and memorable.
At the same time, experience has taught me to recognize potential red flags early. When a request involves structural changes, such as covering a pool, tenting an area, or transforming a space, I immediately bring in our chief engineer to evaluate feasibility, safety, and the overall impact. It’s also crucial to consider what else is happening across the property. A public-area event can be extraordinary when executed well, but it must never compromise the experience of other guests.
True success comes from balancing creativity with practicality—finding ways to say “yes” while protecting the integrity of operations and ensuring every event runs seamlessly from concept to completion.
Turning Guest Stories into the Hotel’s Strongest Marketing
In today’s connected world, reviews hold significant power. One exceptional experience can inspire dozens of new inquiries, while a single negative one can leave a lasting impression. That’s why we make it a priority to request feedback from every event client personally. It takes effort, but when you build genuine relationships and explain how much their words mean to the team and future guests, most are eager to share.
Platforms like Instagram, The Knot, and Google have become extensions of our brand story. Guest and planner-generated content allows us to showcase authentic, emotional moments that resonate far more than traditional marketing ever could. I also use reviews strategically with prospective clients—especially those comparing venues—by directing them to testimonials and images that highlight our creativity, consistency, and care.
By integrating user-generated content and online reviews into our sales and marketing approach, we’re not just gathering feedback; we’re amplifying real experiences to inspire confidence, connection, and the next celebration.
Driving Engagement, Alignment and Everyday Accountability
We focus on the metrics that truly drive results. One of our most effective KPIs is on-site engagement—getting potential clients through the door. Once they experience the property firsthand, they can visualize their event here, and that connection often leads to a commitment. To maintain that momentum, our sales team is expected to host at least two entertainment visits each week, whether it’s breakfast, lunch, or happy hour. These moments are personal, memorable, and highly effective for conversion.
We also monitor key financial KPIs on a monthly basis to ensure we’re meeting and exceeding our budget goals. On the service side, collaboration keeps everything running smoothly. Daily stand-up meetings enable us to review the day’s events, celebrate successes, and identify areas where teams can support one another. This rhythm keeps catering, conference services, and operations aligned, ensuring we deliver exceptional guest experiences while staying laser-focused on profitability.
Designing Experiences Guests Can Taste, Feel and Share
Today's guests want more than just great food—they want moments that are memorable, sensory, and shareable. The rise of “Instagrammable experiences” is reshaping how we think about catering and conference services. It’s no longer just about meals and meeting setups; it’s about creating environments that engage all the senses and invite participation.
We’re seeing strong demand for interactive food and beverage activations, ranging from chef-led action stations to craft cocktail bars that also serve as entertainment. Technology is also becoming integral, with digital photo booths, instant photo delivery, and real-time engagement tools bringing new energy to events.
The future of catering and conferences lies at the intersection of personalization, creativity, and innovation—transforming traditional gatherings into immersive experiences that connect people and spark conversation long after the event concludes.
Leading with Clarity, Composure and Care
In a fast-paced, detail-critical business like events, leadership is about creating calm amid the chaos. The qualities that matter most are clarity, consistency, and composure. Teams perform best when expectations are clear, communication is open, and leaders remain steady—especially under pressure or tight timelines.
Excellence starts with preparation. When leaders take the time to establish structured processes, share comprehensive event details, and equip teams with the necessary resources in advance, creativity and flawless execution can coexist. From there, it’s about striking a balance between accountability and empathy—holding high standards while recognizing and supporting the individuals who make it all possible.
Above all, leadership by example sets the tone. When your team sees you step in to help, stay composed in challenging situations, and treat every client and colleague with respect, they follow your lead. In this business, excellence isn’t a coincidence; it’s the outcome of steady, intentional leadership that blends discipline, grace, and genuine care for both the guest and the team.
