To design epic event experiences, you must be comfortable with being uncomfortable.
In late June, I found myself trotting through the Loire Valley in France, riding from castle to castle on horseback with seven women I had never met on a riding tour with Cheval & Châteaux. It wasn’t just a luxury escape—dirt, mud and temperatures in the 80s and 90s were factors. It was a masterclass in grit, growth and the transformative power of experience.
Three months earlier, I couldn’t canter in an English saddle. I’d spent only a few hours riding horses over 20 years, and only in a Western saddle. (Growing up in Texas, this was perfunctory.) English riding is a different skill set entirely: no saddle horn, more precision and a much deeper conversation between rider and horse.
I knew this experience would challenge me. All the other women had decades of professional riding training. One owned a 40-acre horse farm in Kentucky. Others competed in dressage or jumping events and brought years of skill to the table.
Was I intimidated? Absolutely.
Uncomfortable? Very.
But growth doesn’t happen inside your comfort zone.
Instead, it happens on unfamiliar terrain, literally and figuratively. And that’s exactly where the best incentive programs can take people.
[Related: Luxury Redefined: Remote, Rugged and Remarkably Refined North American Destinations]
Before It Was a Story About Luxury, It Was a Personal Challenge
This wasn’t just a trip. It was a test of mindset. For three months leading up to the experience, I balanced the design and execution of client events while wedging in riding lessons every Friday afternoon at a horse farm in Petaluma, California, 40 minutes from home. I trained, I practiced, I watched videos.
Many times, I wanted to give up. I was convinced it was impossible for me to learn. But I kept returning to the arena, even when embarrassed or feeling incompetent, and learned how to post the trot and ride a canter, both completely foreign to me just a few months ago. What started as awkward and unfamiliar (two of my least favorite feelings) became fluid, and eventually, downright joyful.
When I finally arrived in France, I took the train from Paris to Blois-Chambord, then a taxi to the 18th-century Château La Borde en Sologne, where I met the group. My fears were realized. I was by far the least experienced rider.
However, that vulnerability of not being the most skilled, not being in control, was exactly what made the experience unforgettable. And that’s a lesson worth sharing with every event marketer looking to design meaningful, high-impact incentive experiences.
[Related: Luxury Redefined: The Evolution of Wellness in Corporate Luxury Events]
Curated Journeys: Not Just Destinations
What set this experience apart was not the castles, the countryside or the French cuisine (though they were all stunning), but how each detail was intentionally crafted to feel cohesive and immersive. The Cheval & Châteaux team didn’t just offer a guided horseback ride—they created a story I got to live inside.
Pro-Tip: The best incentives aren’t built on bucket-list destinations alone—they’re defined by how guests move through them. From pre-trip communication to the final farewell, curate a journey that builds momentum and emotional resonance.
Authenticity Is the Real Luxury
We didn’t ride through polished, tourist-perfected towns. We trotted through quiet French villages, muddy fields planted with wheat and sunflowers, vineyards and dense forests and brambles. We were greeted by curious locals and stayed in historic châteaus that had character, not just amenities.
Pro-Tip: High-level attendees crave what’s real. Trade in orchestrated, overly sanitized experiences for authentic settings that evoke local culture and meaningful connection. Luxury today is grounded in truth, not flash.
[Related: Luxury Redefined: The Luxury Revolution Continues]
Bespoke Personalization Matters More Than Ever
Each horse was hand-matched to its rider. Meals reflected local flavors and dietary needs. Routes were adjusted daily based on weather and to ensure the best access and experience at historical sites. Nothing felt “off the shelf.”
Pro-Tip: Executive audiences expect seamless customization. From room touches to agenda flexibility, anticipate needs and exceed them—quietly, gracefully and intuitively.
Seamless Sophistication Behind the Scenes
From our luggage magically appearing in our room in each château to perfectly timed lunch breaks, every logistical element felt invisible, but flawless. I never had to ask for anything. One of the most underrated luxuries? Forgetting what day it is—and not reaching for a screen to find out. In a digital world that never stops, the quiet luxury of the countryside and new friends offered a rare and restorative kind of disconnection. That’s not an accident; that’s luxury.
Pro-Tip: Operational excellence underpins every executive-level event. Your logistics should feel effortless to the attendee or participant, even when they’re meticulously engineered behind the curtain.
[Related: Luxury Redefined: Off-the-Beaten-Path Is the New Luxury of Incentive Travel]
The Emotional Currency of Storytelling
By the end of the trip, we weren’t just riders. We were part of a shared narrative. Every mile added a chapter. Every ride, every meal, every castle tour added to our experience together.
Pro-Tip: Incentives have the power to tell stories of achievement, transformation and belonging. Use emotion as your most powerful tool. Let people feel like they’re living a moment, not just attending one. Give them an opportunity to disconnect and learn, be challenged and make new connections.
Final Reflection: Redefining Luxury Through Connection and Courage
Yes, this trip was about elegant settings, phenomenal French food and bespoke touches. But more than that, it was about personal transformation. It reminded me that the real reward isn’t the view from the castle, it’s the path you take to earn it.
For event marketers, that’s the blueprint: Create programs that challenge, elevate and connect. Give people the chance to surprise themselves. When they return, they won’t just have memories, they’ll have momentum.
After nearly three decades in event marketing, I know that flawless design matters. But what truly lingers isn’t perfection, it’s the unexpected moment when someone realizes they’re capable of more than they imagined.
With love and luxury, Laurie
Connect with Laurie
www.linkedin.com/in/lauriesharp
