• AWG Private Chefs

A Real Life Look Behind the Curtain in the Private Events Industry

What is the "private events industry", and who are the people who are behind this title? The private events industry is comprised of many different sectors, including people such as photographers, DJs, party rental companies, event planners, caterers, private chefs, florists, performance artists, musicians, lighting vendors, and many, many more. We are the people that offer goods and services to our clientele for private events such as celebrations, corporate events, weddings, dinner parties, etc. Each one of our independent pieces are strategically put together to create memorable, fun, and tasty events for you & your guests.


In March of 2020, COVID-19 came to rear it's ugly head here in the United States, health officers near and far issued immediate all out bans of gatherings, both public and private to help control the spread of the virus. The private events industry immediately complied, and we instantly curtailed all new bookings, and scrambled to reach out to our clients to try and save the bookings that we already had. We offered suggestions of rescheduling, taking events virtual, and tons of other methods that we could potentially help our clientele "pivot and adapt" to life as we now knew it. However, the cancellations started coming in fast and furious, as our leaders simply stated "no gatherings" and fear ran rampant. All clients heard was this "NO" and with all the noise surrounding this new virus, couldn't hear anything else. They couldn't understand that we, the professionals that hold thousands of global events daily, and have done so successfully with decades of experience, could assist them, comfort them, and reassure them by providing trusted knowledge and guidance in which to help calm their fears and let the event still happen.


Once the shelter in place mandates were issued, private event professionals phones and email boxes were immediately blowing up with post-lockdown cancellations, clients completely paralyzed with uncertainty, unwilling to even remotely look at how their events could be pivoted, adapted, rescheduled, or taken virtual in which to allow their events to still happen, in a safe manner. Within the first 72 hours of the shelter in place, our company averaged a 95% flat cancellation rate, meaning that the event was cancelled entirely, not rescheduled, not postponed, not taken virtually. Some of the events that were cancelled were booked two or even three years in advance, yet clients were running scared. Do we as an industry blame our clients for their fears? Absolutely NOT.


This pandemic has been, and continues to be horribly mismanaged from the "powers that be". In light of the recent "relaxation" of rules here in California, all restaurants have been allowed to re-open indoor dining at a maximum capacity of 25% of occupancy, up to 100 people. The public health authorities have deemed it permissible for up to 100 people who don't know each other at all, to gather in a enclosed restaurant space and dine. Yet, have there been any relaxation of the rules for smaller, private gatherings to allow perhaps even 10 or 12 people to finally be able to sit together at a common dining table, to share a meal together? to have a milestone birthday party, celebrate an anniversary, or even to have a private celebration of life to honor a passed loved one? No.


The vast majority of the private events industry companies are small, independent, and family owned and operated businesses. We are the service industry people that employ tens of thousands of workers that due to the nature of our industry, must live paycheck to paycheck, gig to gig, and rely on gratuities just to keep lights on, and a roof over our families head. Many of us in our industry don't have the luxury of 401k investment accounts, IRAs, or will ever even know the basic luxury of homeownership. We are the workers on the frontlines, that took decisive action to comply and shutdown our businesses to protect our staff and clients. Now, we are the forgotten ones.


We small business owners risked it all to follow our dreams. To create our companies to serve our clients better and more uniquely than "the other guys". We've maxed out our credit cards, borrowed money from friends & family to just try and "maintain". Even in our small private chef/catering company, we decided that all managers and above would be voluntarily laid off, to give up our salaries, to have the ability for our hourly employees a fighting chance to still receive their paycheck, even if we didn't have any hours for them to work. We think of them as our family. In a small business, everyone works harder and longer, than large organizations, as we simply can't afford to have bloated and overpaid staff headcounts. As small business owners, we know that our companies are only as strong as the staff that we have. These people, our staff, are our most important thing to insure ongoing success in our businesses.


How is it that officials expect us to continue to "keep on keeping on", while programs such as the PPP (Payroll Protection Program) which provided us just a few weeks of payroll assistance loans, of which as of the writing of this article, not a single one of these now bait and switched "low interest loans" that were originally touted as "grants specifically for small business", have been forgiven by the SBA. The vast majority of the billions of dollars worth of funds that were earmarked for legitimate small businesses, were in fact stolen by large corporations whose employee counts equaled numbers in the high hundreds or even thousands. How in good conscience can the leaders of these so called "companies" call themselves "small businesses" when their annual payroll exceeds 7 or even 8 digits? Yet the rest of us, truly legitimate small businesses, with employee headcount numbers in the single or low double digits, are left to try and make ends meet, and do the right thing to pay our staff some semblance of a wage on which for them to live and pay their bills, while having have little to no ability to earn any money?



The private events industry continues to wait and wonder when we will be able to finally get a break, and go back to doing the things we love to do best, our jobs! We need our leaders to understand that we are the private event professionals, we know how to pivot and adapt better than anyone for our clientele. We trust and respect science, and are willing to work together with officials to help develop roadmaps to help return our economy to a better sense of "normal", in which people can once again come together, SAFELY and COMFORTABLY.


The experts in our industry indicate that it will be at least another year or perhaps two, before we will see any sort of significant modification to the present restrictions, which will allow us to once again resume operations at any sort of normal scale. Large lobbyist organizations that have millions, if not billions of dollars behind them, were able to push to get places like restaurants, office buildings, personal care salons, gyms, etc., reopened with modifications. Yet we as private events industry small business owners, don't have that kind of money to be able to pay high power lobbyists, we're too focused on trying to figure out how we're going to pay this months payroll, liability insurance bill, auto insurance bill for our delivery vehicles that have been force idled for months, or worse, the loan payments that we as owners, signed as a personal guarantor to get the funds necessary to purchase our buildings, equipment, and tools, necessary to be able to do our jobs.


Many of us in the private events industry have spent countless sleepless nights trying to figure out how we can adapt our product and service offerings. We've had to offer extremely scaled back versions, or even re-invent the wheel totally with new products and services, in an desperate attempt to just be able to "tread enough water". The spring and summer months have allowed a small amount of hope to shine through, as the vast majority of public health orders have permitted small gatherings of just a handful of people, who were required to be socially distanced and events to be held 100% outdoors. For those clients, we stepped up, and together, we delivered them experiences far greater than they could have ever imagined.


While a staggering number of private event small businesses nationwide, many who have been in business for decades, employing generations of family members, have been forced to lay off or dismiss their staff populous entirely, file for bankruptcy protection from creditors who can't seem to understand we just can't pay the bills right now, had their buildings foreclosed on, delivery vehicle fleets reposesed, or worse, been forced to close their doors entirely, shattering their lifelong dreams of business ownership independence.


There have been a number of us that have managed to hold on, we've created incredibly memorable events for you by transforming your backyards, patios, or even driveways into a gorgeously appointed hospitality oasis. Rain or shine, mosquitos, drippy humidity, or crippling wildfire smoke, your private event professionals have been doing our absolute best to help you enjoy some degree of normalcy, as we approach the end of our seventh month of this pandemic. We absolutely want that normalcy just as much for ourselves, as we do for you, our clientele.

Now that cooler weather is on it's way, as small businesses, we are once again faced with the inevitable question of "Now What?". With colder temperatures rapidly approaching, people aren't going to be willing to hold their gatherings outdoors, and many clients can't afford or won't pay for things like heated event tents. Many public health departments also will not allow a tent with 4 side walls, thusly negating the ability for people to stay comfortably warm, and out of the harsh weather elements like wind and rain.


So what's next for us? With the cold and rain right around the corner, how are the private events professionals supposed to continue on when we aren't getting any support, financial or otherwise from our elected officials? We're all deeply worried that fewer and fewer of our potential clientele are going to be willing to hold their micro-gatherings outdoors, and what few events that we have been able to hold safely, will dwindle or disappear entirely. The ability to hold micro-events outdoors for the last few months has given us a shred of hope that we can keep going, and do what we all do best in the private events industry, pivot and adapt for our clients and give them the best possible event.


But the real question becomes, who is going to want to enjoy a beautifully catered meal, pose for their what was once a 300 person, now 10 person micro-wedding photographs in 50 degree windy, cold, or rainy weather? As a private events small business owner, I’m already the accounting person, the sales person, the marketing person, the executive chef, and quite often the dishwasher, but now I’m having to be a healthcare worker, doing temperature checks for every client and staffer. I'm now a social worker collecting and securing information for contact tracing, because I have a moral obligation to protect my clients and staff. Maybe these are new skills I can add to my resume, right after “problem solving on a dime” “insane attention to detail,” and “upbeat go-getter." if the day ever comes that I have to throw in the towel and return to working for someone else, instead of living my dreams as a business owner.



As private event professionals, the masks we are wearing to help keep everyone safe, also are keeping our customers from seeing our true faces. Instead, we’re biting our lips until sore and bloodied, gritting our teeth until TMJ pain insues, to tackle this next "new set of challenges" with more grace and dignity than can ever be mustered before. We are small business, we are the private events industry, and we hope that whomever reads this, understands how important your patronage of our companies means to us and our families. We've been there for you to help you celebrate during the highest times of your lives, and now we humbly ask you to do whatever you can to support us in our lowest of low times. Please consider any possibility of utilizing any member or multiple members of our industries services this fall and winter season. Order some catering for yourself, or as a holiday gift from your favorite local caterer, schedule a fall or winter photography shoot, order some fancy tables & chairs, china, or glassware from your local party rentals company, hire a DJ to play music for you & your neighbors for a few hours during a "social distancing happy hour", send a floral arrangement to a friend or loved one, consult with a trusted event planner on how you can have a safe, enjoyable, and fun event soon. Your utilization of our businesses right now, might make the difference between us staying in business and keeping on, or shattering the dreams we've all worked our entire lives to create.


Thank you for reading & sharing this, for your patronage..


Respectfully Yours,


-The Employees & Owners of Private Event Small Businesses Worldwide


About the Author:


Certified Master Chef Sean Andrade is the executive chef/owner of AWG Private Chefs, named the #1 Private Chef company in California. Chef Sean has worked in the restaurant and hospitality industries worldwide for more than 25 years. His company AWG Private Chefs offers highly custom tailored, bespoke private chef dining experiences, and private event catering in over 30 countries around the globe.

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