It was an experiential marketer’s dream — - an event that offered anticipation, surprise & delight, curiosity, celebration and connectivity.
For the first time, Le Dîner came to life in San Francisco - think of it as an invitation-only flash mob/pop-up that gathers people together for an epicurean experience of fine food and sophisticated picnic dining that thousands participate in, all dressed in white.
My husband held one of the 1,000 invitations that allowed 4 guests into the coveted event. With press from around the world citing these events, San Francisco as a community was ready to embrace and enhance the concept as nearly 10,000 enthusiasts requested an invitation to the night.
With roots that began in Paris at locales such as Notre Dame and the Louvre, we waited until the afternoon of the event to learn of our secret location and where our San Franciscan journey would lead us. It was an unusually warm day in San Francisco and I couldn’t imagine a more beautiful evening to celebrate outdoor dinner in this amazing city with over 3,000 fellow guests.
As promised by the organizers, and right on time, we received our coveted email unveiling the destination: we were headed to the music concourse in Golden Gate Park (nestled between The de Young and the Academy of Sciences). My husband and I were delighted, as the location is a short stroll from our home.
With our fabulous white outfits, white chairs, linens and a four-course culinary feast in tow, we began our pilgrimage with the excitement of teenagers. We were not alone: people of all backgrounds and walks of life came together that night to build the largest outdoor dining experience I have ever experienced. The set-up was executed perfectly: long communal tables blanketed the beautiful concourse and while it was a full house, there was plenty of room to stroll and enjoy the gardens and the fountains. The event felt like a fabulous French village.
Once our table was set for four with flowers, candles, silver and crystal (on par with how we set a formal holiday dinner at home and then some), we sipped champagne and strolled. Thousands of Bay Area residents were there, all joyous, and thrilled to be having this San Franciscan experience unlike any other. There was a calm sophistication that filled the air and a lovely French gypsy band entertained the crowd.
At 7:00pm we were all seated and participated in the “white napkin wave” to signal the official start to dinner. It was a sea of white, fluttery napkins and smiles across the entire concourse. It still gives me goose bumps thinking about it three days later. After too many courses to count and a few hours, the dining came to end and the event turned into a huge social gathering. You felt connected to everyone, yet you personally knew very few in a sea of thousands. However, we all had a love for The City, an appreciation for fine food and the thrill of adventure.
To Garrett, Ryan, Elizabeth and all of the other organizers of Le Dîner, I say thank you from the bottom of my heart for an incredible experience. The event, the tone and all of the communication pre and post were executed seamlessly. As a life-long San Franciscan and experiential marketer, I found it to be a truly epic event. Thank you for giving us a truly memorable experience that we shall never forget.
Cassie
