Your client’s purpose for the event and his or her goals answer the “why?” of an event. What’s the occasion? What is your client trying to accomplish? This often sounds straightforward but as you discuss the “why” with your client, you’ll probably uncover details and nuances that will shape the event. For example, your client may say that she wants to organize a party for the twenty-fifth anniversary of a tennis club. This sounds simple enough but the event could be a dinner and dance for current members and their friends, an alumni gathering, an open-house for prospective members or a fundraising drive—or all of the above. In the consultation, always dig into the history behind the event and probe any cultural or religious themes unfamiliar to you. Having this background information is key to developing an appropriate event concept.