You know why the event is taking place, but do you understand exactly what kind of event your client wants to celebrate the occasion? You can start answering the “what?” of a client’s event by identifying the type of celebration he or she wants. Will it be a block party, a backyard barbecue, a dinner reception or an afternoon tea? From here, you’ll also want to encourage your client to consider things like formality, event size, key activities, etc. All of these details will be helpful in developing the event’s concept.