Benvenuti to Engage!25 Tuscany! It’s our 48th Engage! gathering and the first of 2025, hosted at Castelfalfi in the golden Tuscan hills. For four unforgettable days in April, 215 luxury event professionals from 18 countries and 25 U.S. states gathered here to be inspired by one of the most breathtaking corners of the world.
Castelfalfi is an incredible destination – a medieval jewel, set less than an hour from Florence. Vineyards and olive groves dot the horizon, as ancient stone walls whisper of centuries past. From the moment our attendees arrived, Tuscany worked its quiet magic, inviting us to slow down, look closer, and embrace the art of living well. Whether sipping an aperitivo or strolling the cobbled streets of the Borgo, every moment felt imbued with la dolce vita.
But it wasn’t only the surroundings that moved us. With the creative vision of Vincenzo Dascanio and the collaboration of an extraordinary team of partners, Castelfalfi came alive in ways we could only imagine. Every detail paid homage to Italian heritage while weaving in the elegance and energy of our global community. Over shared meals, meaningful conversations, and unforgettable celebrations, we rediscovered what it means to connect – with ourselves, with each other, and with the magic of Italy.
The Brand and Paper Details
When it comes to setting the tone for an Engage! Experience, no one does it quite like TPD Design House! For Engage!25 Tuscany, the creative team drew inspiration directly from the rolling hills, historic architecture, and poetic elegance of Castelfalfi. The brand identity was rooted in storytelling, with paper goods that felt like keepsakes from another era. A rich palette of chianti, terracotta, olive, limestone, and sunny yellow mirrored the landscape and aged stone hues of the medieval hamlet, while elegant typography called to mind Renaissance manuscripts.
At the heart of the branding was the custom “E” icon, which referenced Tuscany’s iconic wine windows. Mirrored to form a wine carafe and subtly shaped to reflect the Castelfalfi crest, the symbol blended form and function. From invitations to menus to welcome materials, every one of the paper goods spoke of old-world charm and timeless hospitality, forming a beautiful, cohesive whole.
The Gifting
As attendees arrived at Castelfalfi, the registration and gifting experience offered their first full immersion into Engage!25 Tuscany. The space echoed the textures, colors, and spirit of the region in a market-style welcome. Booths overflowed with treasures as guests strolled through the beautifully styled gifting area in patterned attire. They could select from an array of thoughtfully chosen items that blended whimsy with utility in a way that seasoned event pros always appreciate!
Highlights included leather bags from Tucano, Abstract cashmere scarves, Les Ottomans trays, foam roller water bottles, and wine carriers by Northwind. Beauty essentials like Erbario Toscano lip balm, Cadence packing parcels, and hat clips added a touch of practical luxury. And, of course, local flavors made an appearance via bottles of wine and extra virgin olive oil from Castelfalfi’s vineyards, and the beloved Colomba cake by Chef Michele Rinaldi. With fresh flowers in hand and conversations also blooming, the gifting experience was all about connection, care, and the warmest of Italian welcomes.
The Sessions
As the cradle of the Renaissance, it seems only appropriate for Tuscany to be the location for sessions designed to spark new ideas, shift perspectives, and drive evolution in the events industry. Here, in a space infused with textures like marble, terracotta, and leather, the opening session was a nod to the golden age of art and innovation, inviting participants to expand their thinking and embrace their own creative rebirth.
The opening lineup was just as impressive. Following welcome addresses from Engage! Founders, Rebecca and Kathryn, and the Castelfalfi team, event planning legend Marcy Blum reflected on nearly four decades in the industry. Norma Cohen encouraged us to lean into “yes,” while Lindsay Landman advocated for a return to excellence and Cindy Novotny urged attendees to shake up their business models.
Over the next two days, sessions continued with leaders like Beth Helmstetter, Milton Pedraza, Annie Lee, and Tracy Taylor Ward diving into topics from cultural collaboration to business structure. On day three, breakouts ranged from deep dives into destination markets and pricing models to high-level conversations on resilience and branding.
Some words stuck with us: “Always have a plan A, B, C, D—and be ready for E and F,” said David Beahm. Meanwhile, Rishi Patel advocated for self-care: “Remember to take care of yourself because, without you, you can’t take care of others.” And from Matthew Oliver: “Be you and love you.”
The Welcome Party
Set in Castelfalfi’s ancient Borgo, the Welcome Party at Engage!25 Tuscany was titled ‘Lucentia: A Journey Through the Ethereal World.’ Guests were invited to step into Dante’s Divine Comedy, reimagined through breathtaking design, sound, and symbolism. From the fiery shadows of Inferno to the starlit serenity of Paradiso, guests embarked on a sensory odyssey. Candlelight flickered along cobbled paths, blooms tumbled from ancient stone arches, and ethereal fabrics danced in the breeze. With layers of meaning woven into every flourish, Lucentia was a party pilgrimage to remember.
The Lunches
The lunches at Engage!25 Tuscany were designed not only to nourish but to deepen the bond between place, people, and palate. On day two, attendees gathered at Il Rosmarino for a family-style feast grounded in ‘Nature’s Palette.’ A tribute to Tuscany’s enduring relationship with its landscape, the trattoria was transformed into a lush, living installation filled with vibrant greens, sculptural produce, and earthy textures. A towering statue made entirely of vegetables stole the show – part art piece, part ode to the Italian market. Guests dined on delicious dishes paired with Castelfalfi’s own organic wines. The dress code (‘Rooted’) encouraged everyone to wear their greens, and many did, literally and fabulously.
The following day, everyone enjoyed a relaxed poolside picnic at Giglio Blu. Under the warm glow of the Tuscan sun, attendees filled their wicker baskets with local delicacies and found shady spots beneath olive trees and umbrellas to dine al fresco. With views stretching across the valleys and the scent of rosemary in the air, it was the perfect midday pause. A moment to unwind, reconnect, and simply enjoy the beauty of being together sotto il sole.
La Rocca Castle Dinner: Bee Beauty
The second night at Engage!25 Tuscany was the bee’s knees – quite literally. Held at the magnificent La Rocca Castle, the evening’s theme, ‘Bee Beauty,’ paid homage to nature’s hardest workers through a stunning fusion of contemporary design and golden-hued elegance. With hive-inspired geometry woven into many elements, from laser-cut paper menus to sculptural installations, the space buzzed with energy and excitement. Attendees dined beneath the stars in a clear marquee, serenaded by live music that built to a joyful crescendo. From sweet surprises to thoughtful symbolism, the night was dripping in creativity and bee-utiful touches.
The Group Experiences
At every Engage! event, group experiences are more than just a moment away from the schedule. They’re a vital part of the journey of growth that guests undertake. At Engage!25 Tuscany, these immersive activities offered participants a deeper relationship to both the land and one another. The day unfolded like a love letter to the region’s rhythms, traditions, and sensory delights.
Guests chose from eleven uniquely Tuscan adventures, each one thoughtfully selected to reflect the essence of place. Some trekked through the forest with expert guides and well-trained pups for a truffle hunting excursion worthy of any local gourmand. Others tasted Castelfalfi’s own wine and olive oil, beelined for a beekeeping lesson, or took in the landscape from new heights in the Tree Top Experience. From falconry and yoga to calligraphy, tarot, eco-printing, and an olfactory journey that explored Tuscany’s aromatic soul, every experience encouraged curiosity, conversation, and a sense of playful wonder.
The Gala Finale
The Infinito Gala, held on the final evening of Engage!25 Tuscany, was a true masterpiece in motion. Evoking the Italian Renaissance and the region’s legacy of artistic brilliance, the evening transformed Castelfalfi into a living gallery. Guests wandered through a world where art stepped off the canvas – quite literally. Living paintings breathed and moved, mirrors played with perception, and opulent floral-filled tables framed each scene like works of art. The setting blurred the lines between history and imagination, a fitting finale in a land that has always celebrated beauty, creativity, and soul.
As the night unfolded, so too did moments of bonding and celebration. Under gilded ceilings, guests toasted to new friendships, shared stories from the week, and danced the night away. It was a final brushstroke on a canvas rich with memory. The Infinito Gala reminded us that great art, like great friendships, is timeless.
Grazie mille to every attendee, speaker, partner, and creative soul who made Engage!25 Tuscany so unforgettable. Castelfalfi offered us its heart, and we left inspired and full of gratitude. Our journey continues, including our 50th Engage! event later this year. We can’t wait to celebrate with you!
You can see more from Engage!25 Tuscany in our galleries.
