"How early should we book?" is the most common question we're asked. The honest answer depends entirely on event type. Below is a clear table of minimum, comfortable, and maximum lead times across the work we do — and what changes at each end of the spectrum.
Lead times by event type
| Event type | Minimum | Comfortable | Maximum |
|---|---|---|---|
| Pop-up brand activation | 72 hours | 2-3 weeks | 6 months |
| Corporate dinner / breakfast | 1 week | 6-8 weeks | 6 months |
| Brand launch / product event | 2 weeks | 8-12 weeks | 12 months |
| Private milestone party | 1 week | 6-12 weeks | 12 months |
| Wedding (single day) | 8 weeks | 12-18 months | 24 months |
| Multi-day wedding | 12 weeks | 15-18 months | 24 months |
| Large corporate gala (300+) | 3 weeks | 6 months | 18 months |
| Awards ceremony | 4 weeks | 4-6 months | 12 months |
What changes at the minimum end
At the minimum lead time, three things shift:
- Supplier choice narrows. Top-tier florists, photographers, and caterers are usually booked 6-12 months out.
- Venue options shift. Premium dry-hire venues are booked further out than full-service venues.
- Pricing premium of 10-25%. Rush fees, extra production hours, less negotiating leverage.
What we accept at last-minute
Our position: we accept last-minute work as long as the timeline is honestly possible and the brief is realistic. We will tell you if it's not.
For details on what's actually possible at 72 hours, 1 week, and 2 weeks notice, see our last-minute event production guide.
Frequently asked
Is it cheaper to book early?
Marginally — 10-15% savings on average vs short-notice for the same event.
What's the absolute minimum lead time you'll work to?
72 hours for simple pop-up activations in existing spaces.
How early do top suppliers book up?
Premium florists for weddings: 12-18 months. Venues with limited dates: 18-24 months. Photographers: 6-12 months.
Should I book a producer or a venue first?
Either works. Many clients engage us first and let us shortlist venues.