Expert Guide
How to Choose an Event Planner: 10 Questions to Ask
Hiring the wrong event planner costs more than money — it costs your reputation. Here are the 10 questions that separate exceptional planners from expensive disappointments.
Whether you're planning a corporate gala for 500 or an intimate birthday celebration for 50, the event planner you choose will define the experience. A great planner transforms your vision into reality. A mediocre one creates stress, overspends your budget, and delivers something forgettable.
After years of planning luxury events across the UK, we've distilled the selection process into 10 critical questions. Ask every one of them — and pay close attention to the red flags.
“What types of events do you specialise in?”
A planner who specialises in corporate galas will approach your project differently than one focused on weddings. Look for genuine expertise in your specific event type — not a generalist who claims to do everything. Ask to see examples of events similar to yours in scale, style, and budget.
They can't show you a single example of an event like yours.
“Can I see a full portfolio — not just highlight reels?”
Anyone can curate three perfect photos. Ask to see full event galleries, behind-the-scenes documentation, and — ideally — video walkthroughs. This reveals consistency, attention to detail, and whether their standard matches your expectations across an entire event, not just the hero shot.
They only show stock photos or heavily filtered highlights.
“What's your planning process from start to finish?”
A professional planner should articulate a clear, structured process — from initial discovery through design, logistics, rehearsal, execution, and post-event wrap. Vague answers like 'we just make it happen' suggest a reactive approach rather than a proactive methodology.
No documented process or timeline framework.
“How do you handle budgets and pricing transparency?”
The best planners provide itemised proposals with clear cost breakdowns. Ask whether their fee is a flat rate, percentage of total spend, or hourly. Understand exactly what's included and what counts as an add-on. Hidden costs are the number one source of client frustration in events.
Reluctance to provide a detailed written quote before commitment.
“Who will be my day-to-day contact?”
Some agencies sell you the founder but hand you off to a junior coordinator. Clarify who your primary contact will be throughout the planning process and on the event day itself. Continuity of contact directly impacts the quality of your experience.
Your main contact changes between sales, planning, and execution.
“What supplier relationships do you have?”
Established planners have vetted supplier networks — caterers, AV teams, florists, entertainment — built over years. This means better pricing, priority booking, and quality assurance. Ask specifically about their top three suppliers in each category and how long they've worked together.
They source everything from Google on a project-by-project basis.
“How do you handle last-minute changes or emergencies?”
Events are live — things go wrong. What matters is how your planner responds. Ask for specific examples of problems they've solved: a venue cancellation, a supplier no-show, a weather disruption. Their answer reveals their experience level and composure under pressure.
They've never encountered a problem (which means they haven't done enough events).
“What's included in your on-the-day management?”
Clarify the exact scope of event-day support. How many staff will be on-site? What hours are covered? Who manages supplier load-in, guest arrivals, timeline coordination, and breakdown? The difference between a good event and a great one often comes down to flawless execution on the day.
On-the-day management is an 'optional extra' rather than core to the service.
“Can I speak to recent clients?”
Testimonials on a website are curated. Ask to speak directly with 2-3 recent clients — ideally ones with events similar to yours. Ask those clients what surprised them (positively or negatively) and whether they'd book again. This is the single most revealing piece of due diligence.
They can't or won't provide client references.
“What makes you different from every other event planner?”
This is the question that separates the exceptional from the adequate. Listen for specificity — a unique methodology, a particular design philosophy, exclusive venue access, or a distinctive client experience. Generic answers like 'we're passionate about events' tell you nothing.
Their answer could apply to literally any event planner.
The Bottom Line
The right event planner doesn't just organise logistics — they elevate your vision, protect your budget, and deliver an experience that reflects your standards. The wrong one creates more work, more stress, and a result that falls short.
Take the time to ask these questions. The answers will tell you everything you need to know.
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