How Event Planners Can Choose the Right Corporate Entertainment

andrewcooperuk

Aug 18

8 min read

Guests at a Corporate Event sharing a Magical Moment with ACMAGIC

For an event planner, choosing entertainment is rarely just about finding something impressive.

You are also choosing a supplier who needs to fit into an event that may have been planned months in advance, work alongside a venue and other suppliers, understand the running order, communicate professionally and deliver an experience that reflects well on you and your client.

That changes the decision.

A performer can be brilliant on stage and still be the wrong choice for a corporate event if they are difficult to communicate with, don't understand the timings, require too much space or cannot adapt when the schedule changes.

As a professional close-up magician, I've worked with event organisers, venues and corporate clients across Manchester, Cheshire, the North West and further afield. One of the things I've learned is that good event entertainment isn't simply about what happens during the performance.

It's about everything around it as well.

So, if you're an event planner looking for corporate event entertainment, these are the things I'd consider before booking.

What Should Event Planners Look for in Corporate Entertainment?

The first question I would ask is not:

"What entertainer is the best?"

It's:

"What does this event need the entertainment to achieve?"

A networking event might need something that encourages people to interact.

A conference might need flexible entertainment during breaks.

A product launch might benefit from something personalised around the product or brand.

A client hospitality event may require something polished and discreet.

An awards evening may need entertainment that fits naturally around dinner, speeches and presentations.

The best entertainment is therefore the entertainment that solves the right problem.

For more on this, I've written about corporate networking event entertainment and how close-up magic can get people talking.

1. Choose Entertainment That Fits the Event

Corporate events can vary enormously.

You might be working on:

a networking event
a conference
an exhibition
a product launch
an awards evening
a corporate Christmas party
a client hospitality event
a private dinner
a team celebration
a VIP event

The entertainment needs to suit the format.

Close-up magic can be particularly flexible because it doesn't require a stage or a dedicated performance area. I can work between groups while guests are standing, talking, having drinks or moving around a venue.

That makes it especially useful for the parts of an event where the objective is interaction rather than everyone sitting down and watching the same performance.

2. Think About the Event Flow

This is one of the biggest considerations for an event planner.

Entertainment should fit into the running order — not compete with it.

If the keynote speaker is about to begin, guests shouldn't still be gathered around the magician.

If dinner is being served, the performance may need to pause.

If photographs are taking place, the entertainment may need to move elsewhere.

And if the schedule slips by 30 minutes, the entertainer needs to be able to adapt.

That's why I always want to understand the event structure before agreeing exactly how the entertainment will work.

The aim isn't simply to find a gap in the running order.

It's to find the moments where entertainment will genuinely improve the guest experience.

3. Ask How Much Space the Entertainment Needs

This is an easy detail to overlook.

Some forms of entertainment require:

a stage
seating
lighting
a performance area
technical equipment
sound
dedicated floor space

Close-up magic is different.

I can normally work directly among the guests without requiring a stage or formal performance area.

For planners, that can make the logistics much simpler.

It also means the entertainment can move around the venue rather than being fixed to one location.

That can be particularly useful at networking events, drinks receptions and larger venues where guests are spread across different areas.

4. Check the Entertainer's Corporate Experience

Corporate events can be very different from private parties.

A performer may be excellent at a birthday party but not necessarily understand the expectations of a corporate client, venue or event agency.

I'd look for evidence that the entertainer has worked in environments similar to yours.

That might include:

conferences
awards evenings
exhibitions
networking events
hospitality
corporate dinners
product launches
large company celebrations

Reviews are particularly useful here.

Look for comments about professionalism, communication, reliability and how the entertainment fitted into the event — not just whether people thought the tricks were impressive.

5. Professional Communication Matters More Than You Might Think

An event planner has enough to manage without chasing suppliers.

Before booking, I'd pay attention to how quickly and clearly the entertainer responds.

Do they:

answer questions properly?
understand the brief?
ask useful questions about the event?
provide clear information?
explain what they need?
turn up when agreed?
understand who the event contact is?
communicate with the venue where necessary?

These things may not sound glamorous, but they make a huge difference on event day.

The entertainment might last a couple of hours.

The supplier relationship starts much earlier.

6. Look for Flexibility

Corporate events rarely run perfectly to plan.

Speeches overrun.

Guests arrive late.

Dinner takes longer than expected.

A meeting runs into the drinks reception.

A venue changes the room layout.

A good corporate entertainer needs to be comfortable with that.

Close-up magic can be particularly adaptable because the performance isn't tied to a stage or fixed running order.

If one part of the room needs to remain quiet, I can work elsewhere.

If the schedule changes, the performance can adapt.

That flexibility is one of the reasons I enjoy working with event planners.

7. Consider the Guest Mix

Who is actually attending?

Are they:

employees?
clients?
potential clients?
senior executives?
VIP guests?
international visitors?
families?
mixed age groups?

The answer should influence the entertainment.

A formal awards evening might require a very different style from a relaxed company Christmas party.

Likewise, entertainment for a room full of senior clients needs to feel polished and appropriate without becoming stiff.

A good performer should be able to read the audience and adapt.

8. Can the Entertainment Be Personalised?

Sometimes the opportunity is bigger than simply entertaining guests.

For certain corporate events, it may be possible to incorporate:

a product
company branding
a campaign
a particular message
company values
a theme
a new service
a launch

I've worked on performances where the magic has been adapted around a company's messaging or audience.

The key is that the personalisation needs to feel natural.

Guests should still experience genuine magic rather than feeling as though they've been

handed an advertisement disguised as entertainment.

I've written more about branded corporate entertainment and how personalised magic can support a company's message.

9. What Does the Entertainer Need From the Planner?

This is something I think event planners should ask before confirming a booking.

A professional entertainer should be able to tell you clearly what information they need.

For example:

Venue and room layout

Approximate guest numbers

Event timings

Type of audience

Important speeches or presentations

Drinks and meal timings

Any brand or messaging requirements

Main event contact

That allows the entertainer to prepare properly and means you don't have to spend time working out the logistics on the day.

The more information I have beforehand, the easier it is to tailor the entertainment.

10. Think About Where the Entertainment Will Work Best

Sometimes the obvious location isn't actually the best one.

At a networking event, it may be better to work around the drinks reception rather than station yourself next to the registration desk.

At an awards evening, the performance may work better before dinner or between formal sections rather than immediately before an important speech.

At a product launch, the entertainment might work best near the product demonstration or hospitality area.

This is where experience matters.

The entertainer should be thinking about the event as a whole, not simply asking:

"Where should I stand?"

11. Don't Automatically Choose the Biggest Entertainment

This is another lesson I've learned from working at corporate events.

The most impressive-looking option on paper isn't necessarily the best option for the event.

A large stage act might be perfect for one client and completely wrong for another.

If the objective is networking, for example, a large performance that requires everybody to stop talking may actually work against the purpose of the event.

Similarly, if the venue is already visually impressive, the entertainment doesn't necessarily need to compete with it.

Sometimes the most effective entertainment is the kind that feels like it belongs there.

12. What Questions Should an Event Planner Ask a Corporate Entertainer?

Before booking, I'd ask:

Have you worked at events like this before?

Ask for relevant examples rather than generic experience.

How would your entertainment fit into our schedule?

The answer should reflect your actual event, not a standard package.

How much space do you need?

This is particularly important for venues with limited floor space.

What happens if the running order changes?

Corporate event suppliers need to be flexible.

Can the entertainment be personalised?

Especially relevant for launches, branded events and client hospitality.

Are you insured?

Venues and agencies may require evidence of public liability insurance.

What information do you need from us?

A good answer should demonstrate that the entertainer understands event logistics.

Do you have reviews from corporate clients or event planners?

Look for evidence from people who have booked similar services.

If you're comparing individual performers, my guide to how to choose the right corporate magician may also be useful.

Why Event Planners Work With Specialist Entertainment Suppliers

When you're managing an event for a client, the entertainment reflects on you too.

You therefore need a supplier who understands that they're one part of a much bigger operation.

For me, that means being prepared, communicating clearly, adapting when necessary and making sure the magic fits the atmosphere of the event.

I've been fortunate to work with corporate organisers and event professionals across a wide range of venues, and one of the most rewarding parts of that work is being trusted to look after the guest experience while the organiser gets on with everything else that needs attention.

One corporate events lead at Hyatt Hotels, for example, has worked with me over several years and specifically highlighted my professionalism, service and reliability when working with corporate groups and clients.