Prevue: Tell us about some of the most extravagant events you've planned, where money was no object.
Butterfield: One of my favorites was when 2BUK hired Althorp Estate, home of the Spencer Family, and created a uniquely British experience for 350 US guests. The day included helicopter transfers, shooting, falconry, archery, a Bake-off tent, whisky / cigar tent, afternoon tea, a concert and your own pair of Hunter wellies!
Another would be that we were the first DMC to offer a private live performance within Westminster Abbey for a corporate audience (an FICP one!), we had a leading UK soprano and a military choir and there was not a dry eye in the house.
I also really enjoyed recreating the West End theater during a 600 pax gala dinner complete with glossy program and a children’s theater group performing Oliver (another great FICP client).
What are some of your most popular VIP experiences?
Pre-opening at Kensington Palace or a private behind-the-glass tour at the Churchill War Museum. Afternoon tea at Fortnum and Mason with one of Diana’s favorite dress designers. Vintage Mini tours provide a fun and cheeky way to see London, twinning this with a famous artist workshop and a street art tour shows a different side to London.
With a limitless budget, what luxe experience should an incentive planner include in their incentive experience?
A private viewing of the Crown Jewels with your own Yeoman Warder (King’s guard) followed by dinner in the 1,000-year-old Tower of London is very special.
‘Record a Song’ session at Abbey Road Studios. These studios are not open to the public but it is where the Beatles recorded 95 percent of all their music as well as many other famous artists. It really does provide the goosebump moment when you can touch the piano where John Lennon sat to record Imagine. Guests get the opportunity to record a song in the very same studio.
Where does culinary fit into the luxury meeting planning?
London currently has 57 Michelin star restaurants and so a great theme for a dine around is to offer a Michelin restaurant or Chef’s table experience for all.
What advise can you give planners with smaller budgets to create a memorable VIP experience?
Good guides will elevate an experience to VIP level negating the need for other elements to be included. Embrace local culture and build it into the program, hiring a pub with some musicians and offering Fish and Chips is a very cost-effective welcome evening.