The Client:
Wealth management firm BBR Partners partnered with Sequence Events for the first time to mark a major milestone: the company’s 25th anniversary. To celebrate, BBR hosted a series of intimate, client-focused events throughout the year in three core markets: Boston, San Francisco, and New York City, bringing together clients, employees, and trusted partners.
Attendance ranged from 25 to 100 guests per event, with formats tailored to each city. Boston and San Francisco were hosted as seated dinners, while New York City culminated in a larger standing reception.
The Challenge:
BBR came to Sequence without a defined vision for how to celebrate its 25th anniversary—only a strong desire to do it thoughtfully and authentically. The firm’s goals were to create meaningful opportunities for connection, foster pride among clients and internal teams, and put long-standing client relationships at the center of the celebration.
This anniversary series needed to feel personal, special, and worth prioritizing, while still scaling across multiple cities in a way that felt cohesive and intentional.
The Solution:
Sequence partnered closely with BBR to shape not just the logistics of the events, but the reasoning behind them. Together, the teams landed on a multi-city approach that balanced intimacy with reach. Some highlights included:
- A tiered event strategy, with two intimate dinners in Boston and San Francisco to foster deeper conversations, paired with a larger, celebratory reception in New York to bring the broader community together.
- A unified visual and experiential identity that carried seamlessly across all three events. The design balanced timeless elegance with modern sophistication, using natural elements, organic compositions, navy silks, and silver metallic accents to elevate BBR’s established brand.
- Subtle, bespoke branding moments that reinforced the anniversary without overpowering the experience, including freestanding welcome signage, place cards sealed with custom BBR wax stamps, embossed napkins featuring the BBR 25 logo, branded ice cubes, and specialty cocktails highlighted with engraved stone signage.
- Intentional spatial layouts designed to encourage movement and connection, prioritizing cocktail tables to keep energy flowing while incorporating lounge pods and soft seating vignettes for more intimate conversations. A centrally located bar acted as the heart of each event, while a DJ paired with a custom floral bar installation created a standout branded moment.
- A custom milestone display wall celebrating BBR’s 25-year journey, featuring an accordion-style panel layout arranged in a zigzag formation. Alternating imagery and content invited guests to pause, explore, and engage with the firm’s story from multiple perspectives.
The Results:
The anniversary series exceeded expectations across both attendance and engagement. Across all three cities, turnout was significantly higher than previous BBR events, driven by more personal, targeted outreach and a clearly positioned, can’t-miss experience. The Boston dinner in particular stood out, achieving a 65% individual acceptance rate and 92% family participation, far surpassing past benchmarks.Guests responded enthusiastically to the design, pacing, and intimacy of the celebrations, reinforcing loyalty and pride within the BBR community. For BBR, the anniversary series reshaped what client gatherings could look like: personal, thoughtful, and closely aligned with the firm’s values. For Sequence, the partnership demonstrated the impact of guiding a client from a blank slate to a fully realized, multi-city celebration.
The Kind Words:
“[Sequence] brought our vision to life so beautifully. You really ‘got us’ from the beginning, and there was a cohesive thread throughout the events. … We knew that nothing would fall through the cracks and everything would get executed to our standards.”
—Vice President of Brand and Business Development, BBR Partners
