After working in the catering, banquets, and sales industry for 14 years in San Francisco, Riccardo Benavides launched his own event design business in 1987, aptly naming it Ideas.  With the numerous contacts he had accumulated from successful organizations he built a steady, growing business.

Here we talk to Riccardo about the world of charitable event decor.

Vivanista: Where do you get your inspiration?

Riccardo Benavides: I get my inspiration by seeing, by traveling, by vintage movies.  I go to New York six times a year and go window-shopping.  I am always inspired by window displays!

What is the most spectacular event you’ve designed?

The 75^th Anniversary of the San Francisco Ballet was the best.  The chairs I worked with were incredibly talented, and they had chaired everything in the city.  They challenged me to think outside the box, and do things that have never been done before.

Besides your own, tell us about the best event you’ve been to?

The Snowflake Ball in New York, which is put on by UNICEF and Town & Country.  The venue was stunning, and they used lots of soft-light to highlight the architecture of the building. I absolutely loved the table-top, which was composed of textured fabric, crystal, candlesticks, and minimalistic florals.  It felt like you were in someone’s home, as opposed to a large-scale event.

You’ve worked with a lot of event Chairs; what are the qualities of the best ones?

Risk-taking, and really willing to work with me, so that we can take the creative journey together.  By the end of an event, we will speak the same language.

What are the qualities of the worst?

They come into an event with their mind set on exactly what they want already, and aren’t able to open-up or listen to new ideas.  They think that this is the party of their life, and it is their event… leaving the purpose for why they are doing it in the first place.

As you very well know, there are talented event designers across the U.S.  What are the key things that have made you successful in this field?

• Listening.
• Acknowledging that the newest thing is not always the best thing.
• Keeping in mind that less can be more.
• Having a company that does everything is not always advantageous… people should stick to and focus on what they do best!

What is easier to work on, charitable events or private events i.e. weddings, parties, etc?

I would say charitable events are easier.  It always makes things easier when you truly believe in the work you do, and if I don’t believe in an organization, I don’t work with them.

When you do get to work on a charitable event, most often you get to work with a wonderful committee, and sometimes make life-time friends.  Also, there is usually a set budget in charitable events which you can plan to stay within.  The secret is NOT to exceed that budget!

What dream event do you wish you could design?

Oprah Winfrey’s wedding.

Is there any way to tie event décor to increased fund-raising donations?

People always think of cutting back when it comes to décor in events.  The problem with this is that people who go to a lot of fundraisers spend a lot of money on tickets… you need to keep the momentum going by giving them more, not less.  You want them to WANT to come back the following year, expecting that it will only get better, and will be worth the money they are spending.

Also, coming up with a new idea doesn’t necessarily mean expenditure.  It is utilizing what you have in a different way… and keeping in mind that new things aren’t always the best things.  Many of the social groups that attend these events have already seen it all!

What are some quick tips you have for anyone wishing to produce a charitable event on a tight budget?

Do’s:

Research what they have done before, and take stock of what did/didn’t work, and what was/wasn’t necessary.

Pull in resources that you feel comfortable with and have prior relationships with (i.e. caterers and décor companies) and work with them directly.

Don’ts:

Don’t ever make a decision right away… take the time to get as much information as you can and get bids from multiple sources.

Don’t forget why you are doing this event!  It is for charity and supporting an organization and a situation that is bigger than you.

A few fun questions about you:

If you could have your own reality television show, what would it be about and on what channel would it be broadcast?

It would be on the “We” station and would be about event planning… not the business itself, but about the lives of the people in the business.  It would be about the craziness of our lives, our families, how co-workers become family, and trying to fit 38 hours in a 24 hour day, while still loving what we do.  With the drama and the turmoil, the Real Housewives have nothing on us!

If you didn’t enter the event design business, what would your career be?

A 911-Operator, I have very high respect for them.  My niece does this for a living and it is so rewarding.  Every day you go to work, and you know that you are helping in some way.  When you leave you may be tired and it may have been stressful, but you’ve made it possible to get help to people in desperate need, and you have made a change in your community.

What flower should come back into style?

I love broom shrub.  It’s fabulous in a turn-of-the-century vase when you just want something simple.  It has rustic elegance and makes me think of the roads of France.

Who is your role model?

Valentino Clemente Ludovico Garavani.

The one word that best describes you?

Devoted.

If you could meet a historical figure, who would it be?

Audrey Hepburn, no one was more stylish and chic.  She is the epitome of simple elegance, able to make a simple black dress look glamorous with the addition of a broach or necklace.  Coincidentally, the Snowflake Ball in New York that I love so dearly is put on by her husband who represents UNICEF, in addition to Town & Country.

What is your greatest extravagance?

Shoes.

Cat or dog?

Dog. Two, as a matter of fact.

Obsolete item you won’t toss?

Belgian loafers.

Greatest misconception about you?

That I don’t like other people to take charge!

To book Riccardo for your next event, go to ideas-events.com.