The event guest list has long been the clearest signal of a luxury brand's priorities, and now its familiar roster of editors, celebrities and influencers is getting an edit. A quiet recalibration is underway: brands are designing experiences around the Very Important Client, the guest who actually buys, returns and advocates long after the event ends. Leading experiential minds share why the VIC has become the new VIP, and what that means for the future of events.

Jack Bedwani, CEO & Founder, New Moon

“The clearest read on where a luxury brand's focus sits is who gets seats at their shows. Just over a decade ago, those rows were filled with magazine editors. They were the direct line to the audience, so they got the best seats and lots of them. Then, one season at a time, the influencers arrived and replaced them as the most direct channel to a brand's core audience, bringing the clout of a unique POV to match. Now we're seeing the next turn of that same wheel. Celebrities and influencers still play their role in amplification, but as much as half the audience today is high net worth private clients (VICs). Brands have decided they want a direct relationship with the person who actually buys.

“For a decade, the guest list was really a media plan. You built the room for the people who would amplify it and measured the night in reach. That's no longer the whole game. VICs aren't a second tier to manage alongside your VIPs; they're the reason the event exists. At New Moon we think of it as a move from return on reach to Return on Experience, and it's why, in the programs we build for houses like Audemars Piguet and Ruinart, engaging private clients directly is now the priority rather than an afterthought.

“Recently we hosted a VIC preview of the new Audemars Piguet House, London flagship, literally before it was finished. A moment that would once have been gatekept for tier one media was offered to tier one clients instead. That's the whole idea: bring the customer into the brand world at every stage of the story, not just the polished reveal. Celebrities and influencers still amplify, but a VIP's endorsement is borrowed credibility, while a client's is earned. Luxury has always known that the feeling of being known is the product, and we're applying these core principles to the experience.” 

Georgina Griffith-Jones, Founder, Moriarty Events

Moriarty Events

“For years, luxury events followed the same traditional structure: a drinks reception followed by a seated dinner. Success was often measured by who was in the room, the right influencers, celebrities and media. But today we're seeing a meaningful shift in how brands and experiential agencies want to show up for their clients. The focus is expanding beyond VIPs, those who can create the most external attention, towards those who are experiencing the brand directly; otherwise known as the Very Important Customer.

“For this guest, what matters the most is ultimately what they take away from it, and hospitality plays a key role in this. This demand for more memorable occasions has transformed the way we approach them. People are looking to feel something real, be that texture, lighting, materials, a visual feast. In a digital world where time is the greatest luxury, people are choosing wisely how and where they spend it. VICs are changing the landscape of 'entertainment' by pushing the boundaries of personalised and interactive guest journeys whilst remaining elevated and sophisticated. This could be through curated soundscapes, live cooking stations or unexpected locations. The aim is for the consumer to be genuinely engaged in the environment instead of following a preprogrammed format.

“Perhaps the biggest shift is that the guest is no longer being invited to attend; there is an appetite for them to be involved. At Moriarty we aim to create unique and remarkable experiences that stay with guests long after an event has ended. For one Wimbledon celebration, we transformed a private home into an immersive tennis-inspired day party, complete with a bespoke tennis court in the garden. We took a similarly immersive approach for Hublot, transforming Frameless into an evocative recreation of the Qatari stadium, bringing the atmosphere of the World Cup to life through light, sound and imaginative design. In both cases, the objective was not just to create a backdrop for social content, but to give guests something to actively discover and engage with.

“This new model places the consumer at the heart of the experience, rather than simply making them part of the audience. A well-considered VIC interaction can strengthen loyalty, advocacy and the longer-term relationship between customer and brand. More and more companies are valuing this connection over a momentary spike in visibility. The most memorable events are those where every detail of the atmosphere, service, sound and food has been deeply considered to create a sense of connection. The goal isn't for guests to just remember the event; it's for them to remember how the brand made them feel.”

Allyssa Anderson, Founder, SWAN

SWAN talent supporting VIP relations at Diplo 

“Events are one of the earliest indicators of a cultural shift, and the pendulum swing from VIP and influencer culture to VIC is palpable right now. Wimbledon just announced they won’t be credentialing influencers next year, after what happened at this year’s US Open. That’s a sobering cultural moment.

“Clients tell us all the time that influencer- focused events and trips just aren’t delivering the ROI they used to and are looking to guest experience with more intention and brand representatives with IRL presence. Understanding VIC psychology is more important than ever and is the cornerstone of everything we do. 

“SWAN has always put guest experience first. Because we work across different brands, celebrities, and nightlife groups rather than sitting inside one company’s bubble, we get to see the industry from multiple vantage points at once. That’s given us an early read on this shift before it hits the trend pieces.

“The metric we’re watching isn’t social post data, it’s VIC experience in real time… how a guest actually feels in the room, not how a post performs after the fact. That’s the difference between VIP and VIC, and it’s where the industry is headed.”

Nick Garrett, Head of Client Partnerships, Analog Events

Analog Events

“I think brands are realizing that the most important people in the room aren’t always the people with the biggest platform. Media, influencers and traditional VIPs still matter, but there’s a growing focus on the people who are actually buying from the brand, working with the company or building a longer-term relationship with it. That’s where the idea of the VIC becomes really important.

“Whether it’s B2B or B2C, we approach experiential through the same lens: a great experience doesn’t have to be the biggest or most expensive. It needs to be intentional. The guest should feel like the experience was designed with an understanding of who they are, what they value and why the brand wants a relationship with them. Sometimes that means access, personalization or hospitality; other times it can simply mean making the experience easier, more useful or more relevant.

“The other shift is that the event itself can’t be the entire strategy. Brands are increasingly thinking about what the experience creates beyond that one moment, including stronger client relationships, deeper consumer engagement, content, CRM, community, and future touchpoints.

“To me, that’s the bigger evolution in experiential. It’s becoming less about creating one impressive moment for a room full of VIPs and more about creating genuine value for the people the brand wants to keep a relationship with.” 

Amanda Garrett, Vice President, Growth, PERFECT CARTEL

Perfect Cartel

“Catering to VICs has long been a core practice for luxury brands. The top 2% of customers account for 45% of global luxury revenue, up from 40% just a few years ago, so focusing on these individuals is an easily understandable business decision within the luxury sector.

“What’s interesting now is how the term “VIC” itself has shifted. Traditionally, it referred almost exclusively to the customers generating significant revenue for brands. Now, we’re seeing mass-market brands adopt a similar VIC model, but their VICs aren’t necessarily the people who spend the most.

“A VIC might be a micro-influencer or even a single, truly passionate fan of the brand. That shift reflects a broader demand, particularly among younger consumers, for authenticity. People want to feel that authenticity in the experiences brands create for them.

“As a result, a high-touch, thoughtful and more intimate experience created for someone a brand considers important can ultimately generate affinity that extends far beyond that individual. Perfect Cartel takes the principles luxury brands have long applied to their highest-value customers and think more expansively about who is “valuable” to a brand and why.” 

Hensi Jacobson, Business Development, EVOKE

EVOKE

“At EVOKE, we know that what it means to be considered a ‘very important client/consumer’ has changed. With the unending presence of social media, anyone can be a VIC. Every person in your audience is one story, one review, one share, one repost away from "going viral" and reaching an entirely new audience. Highly sought after experiences, while still adored and coveted, are no longer reserved solely for traditional media, celebrities or influencers. Brands have an opportunity to treat every client and consumer as someone who can become an advocate, a loyalist or better yet, a raving fan, which is what we at EVOKE aim to create for our clients.

“For us, it comes down to giving people the opportunity to do, see, or experience something they wouldn't typically encounter in their everyday lives, or at least not in quite the same way. Even in the simpler events or activations, we focus on the smallest details that may seem insignificant. They may not be things a guest consciously notices in the moment, but each thoughtful touchpoint contributes collectively to the experience as a whole. When every detail comes together harmoniously, it creates this almost inexplicable feeling of, ‘Wow, that was really amazing.’ Elevated VIC experiences are about the feeling of access, exclusivity, and a departure from the standard, not simply being bigger, more extravagant or ‘Instagrammable.’

“Ultimately, whether someone arrives with a million followers or only a hundred, the goal is the same; create an experience that leaves them feeling connected enough to the brand to talk about it or remember it later. When you curate experiences with this in mind, you can create raving fans who are ready to tell everyone about your brand.” 

Jed Weinstein, Founder, Rise & Set

Rise & Set

“The landscape of event strategy has evolved drastically, with top brands moving beyond traditional media and influencer touchpoints to place VICs at the center of the experience. Today’s experiential marketing demands more than broad visibility, it requires highly customized, intimate moments designed to resonate deeply with a brand’s most loyal high-value consumers. This has been a focus for us at Rise & Set. By elevating standard hospitality into bespoke brand journeys, companies can cultivate meaningful relationships that drive lasting brand equity and true advocacy.

“This strategic priority is evident in our latest work with a luxury watch brand during their annual golf event in Kiawah, South Carolina. To elevate the client journey, we seamlessly blended regional authenticity with refined luxury. Guests were served elevated Southern staples, such as pimento cheese sandwiches, chicken and waffles, and mini hot dogs topped with caviar, from a branded apéro cart equipped with on-tap beverages. Every detail, from presentation to consumption along the golf course, was curated to enhance the attendee experience. Furthermore, aligning with partner brands that share the same high-net-worth demographic amplifies this impact; for instance, our collaboration with Eleventy resulted in an embroidered jacket awarded to the tournament winners, a nod to the tradition of the Masters green jacket, creating an extraordinary, high-value moment exclusively for the brand’s top clientele. 

“Similarly, for an upcoming New York day-long client event at Spring Studios with over 400 attendees, our strategy centers on immersing VICs in iconic, locally celebrated culinary culture. By incorporating iconic New York vendors, including Los Tacos No.1 burrito carts, bagels from Pop-Up Bagels and Russ & Daughters, premium coffee bars by Devoción, and sweet stations featuring BonBon Swedish candy and the infamous Levain Cookies. We create an approachable yet distinctly memorable atmosphere that caters to every touchpoint of the client’s day. Personalization extends down to the individual level: each of the 400 attendees receives a personalized badge and program, ensuring every guest feels uniquely recognized from the moment they arrive. The venue itself is designed around dedicated VIC spaces, including a members’ lounge, a library room, a swag room, and a restaurant, each intended to create meaningful networking moments.”

Tamalin Srisook-Polo, Founder & CEO, Savoir Agency

Savoir Agency 

“After more than 20 years of experience in experiential marketing and events, the shift I see is unmistakable: consumers are no longer secondary to media, celebrities and influencers, they are the center. They have always held the buying power, but today they are more discerning, more vocal and more influential within their own communities. Our role at Savoir is to help brands identify who those consumers truly are and build experiences around them, rather than simply inviting them into a moment designed for someone else.

“As digital content and AI create even more noise, people are craving what feels human, tangible and real. We’re seeing a return to vinyl, listening rooms, book clubs, handwritten notes, guerrilla marketing and intimate IRL gatherings. This isn’t nostalgia for nostalgia’s sake; it’s a response to overstimulation and disconnection. In a world obsessed with being seen, people increasingly want to feel seen, and particularly among younger generations, offline connection is becoming its own form of cultural currency.

“That principle has always guided how we work at Savoir. Whether the consumer is the general public or a highly specialized professional buyer, the experience should offer something meaningful: connection, discovery, usefulness or a sense of belonging. No one should leave a brand event feeling awkward, overlooked or empty-handed. The best experiences feel like a warm hug, a reminder that there is a genuine heartbeat behind the brand. Celebrities may create visibility, but consumers create trust, relevance and staying power. In many ways, the consumer is today’s most powerful influencer.” 

Matt Proctor, VP, Group Creative Director of Brand Experiences, Motive

Motive

“Historically, experiential marketing focused on reach: filling rooms with tastemakers who could amplify a brand. Today, the shift isn't just "VIP to VIC," it’s expanding who deserves the most intentional experience and designing around why they matter. A high-value consumer, a leadership-level client, and a key donor bring entirely different value to a brand, from community affinity to long-term business equity. Moving beyond a one-size-fits-all definition of "important" to create dynamic, tailored immersion for each group can turn a single activation into a multi-year program or agency roster win.

“Motive's sweet spot lies in designing for those distinct relationships. We have one program in its sixth year of activation solely because of what these different VIC tiers emotionally take away when an experience is built specifically for them. Another sits on our wall of fame because a CMO experienced its intentional immersion on opening night and signed an extension the following day. In a moment of AI reflux—where people crave something undeniably real—tailoring brand immersion to the specific value of every top-tier stakeholder isn't just a nice-to-have. It's the priority.”

Mary-Jo Lake, CMP, Founder & CEO, BELM Agency

BELM Agency

“Take stock of the guest list: a reclamation is stirring within the VI, the very important audience. Prized yet shelved, the VIC—the very important client—is resurfacing from the margins, pulling strategy back toward relationships and worth measured in continuity, not notice. For experiential strategists, this exposes a paradox of objective and valuation: VIPs and VICs may occupy the same step-and-repeat, the same room, yet their relationships with the brand yield different returns on presence. That’s why accommodation won’t cut it here, this needs recalibration. Where the relationship carries weight, the strategy must carry conviction. And that conviction is what turns the corner: from turnout to return.

“Here’s the tell: event strategy hasn’t evolved so much as circled back. The VIC is restored to center, and client stewardship no longer a courtesy but a first principle. That return honors what already exists in dormant form, or what one ironclad strategy can coax into being: affinity, loyalty, lifetime value—return that keeps returning. At its highest utility, strategy transforms the VIC from audience into relationship capital, turning a few hours into conversion, retention, sentiment, and reoccurring patronage that outlive the event.

“None of this demotes the VIP; visibility still earns its keep wherever awareness drives the business. But wherever retention drives it, the VIC outweighs it. 

“From here, retention leads the strategy. Success, in this model, is measured by renewal rates, share-of-wallet, and referrals, metrics that surface well after the event concludes. These are relationship outcomes, not attendance outcomes, earned by the guest who attends, returns, refers, and proves loyalty. CRM is becoming integrated at the planning stage, not layered in retroactively. Budget and creative allocation follow the same strategy, concentrating on fewer, higher-value guests. The VIC won’t just influence the strategy; for retention-driven brands, the VIC is the strategy.”

Alexandra Lasky, Founder & CEO, The influence.

J Balvin at a Jameson Irish Whiskey World Cup activation in Brooklyn, courtesy The influence.

“The consumer and client experience is a key factor of any event. Outside of the Influencer and VIPs, we need the consumers, and brand loyalists to feel just as important. When planning experiential activations, immersive brand experiences and consumer-facing events, such as pop-up shops, etc, it is a key factor to our planning. The right VIPs also elevate the consumer experience, allowing them to feel exclusive access has been given, and that the brand is not only focused on celebrities. The experience has to be top level for all guests, with the production and merch staying at the same quality level for the consumers as it was for the VIPs. It is also important to secure talent alignments that actually appeal to the consumer at hand, and the audience of the brand, not who is a current ‘IT’ personality if their audience is a disconnect to the actual brand consumer base.”