Hospitality, Turned All the Way Up
We believe unforgettable events aren’t just built on logistics—they’re built on how you make people feel. That’s why “unreasonable hospitality” isn’t a buzzword for us. It’s the lens we bring to every detail, every interaction, every plan. From the way we hire and collaborate to the way we obsess over guest experience, our work is guided by one belief: when you lead with thoughtfulness, generosity, and intention, you create moments people never forget.
the power of giving people more than they expect
Will Guidara calls it the Unreasonable Hospitality, we call it the way we do everything. We even gift Unreasonable Hospitality to every new hire because this isn’t just a philosophy—it’s our playbook.
From thoughtful event planning and big picture thinking, to everyday details that make our guests feel special and solving problems they didn't even know existed, we thread this approach into every aspect of our work.
“Unreasonable hospitality isn’t just a concept—it’s the heartbeat of everything we do.”
ANNIE RECTOR
1
Hospitality is a team sport.
We hire for heart, not just the résumé. Building the right team by being slow to hire and quick (but kind) to part ways when needed creates great structure. We ask thoughtful questions, celebrate every chapter, and remember the best teams share chemistry, not just skills.
HOW WE APPLY IT
Interview with thoughtful questions.
What’s your favorite tradition?
What’s the best give you’ve ever received?
4
Our Approach
Hospitality isn’t a checklist. It’s a mindset. It’s the foundation of everything we do—how we hire, how we show up, how we design events that people don’t just attend, but feel.
Here’s what it means to us:
Hospitality is a collaboration.
We invite every voice to the table. Include the whole team in strategic planning—everyone brings different perspectives. Brainstorm bravely and freely—“we tried that before” is banned around here. True magic happens when strategy feels shared.
HOW WE APPLY IT
Create clear, actionable to-do lists. Try…
“Low-Hanging Fruit”
“Achievable goals”
“Audacious Dreams”
2
Hospitality is a culture.
Service is what you do, but hospitality is how you make people feel. Excellence isn’t optional — it leads to presence, which creates hospitality. We equip our team by gamifying learning and cross-training for empathy. But most of all, finding and celebrating small moments of magic.
HOW WE APPLY IT
Created a shared team language through “ISMs.” We’re big fans of the…
“Deep Breathing Club”
“Make It Nice”
“Keep the Promise”
5
Hospitality is creating magic.
Small gestures make big waves when creating guest experience. Interrogate every touchpoint. “Do unscalable things all the time.” Hospitality is a dialogue, not a monologue. At Third Ave, we recognize recurring moments to systemize the magic.
HOW WE APPLY IT
Research guests’ preferences and histories.
It’s well worth the time, trust us
Surveys are your friend
3
Hospitality is communication.
“What gets talked about gets thought about.” We make time for culture building before diving into logistics. Praise is affirmation; criticism is investment. Praise consistently, publicly, and catch people "crushing it."
HOW WE APPLY IT
Create a rhythm of public recognition.
Celebrate with the “Made Nice” award or monthly praise circles
With champagne, of course
6
Hospitality is innovation.
It’s the relentless pursuit of improvement. Here, we continually say “I love that, how can it be better?” and allow grace for intentional planning; it’s about “slowing down to speed up.” Hospitality should be redefined regularly. After all, one size fits one.
HOW WE APPLY IT
Invite the whole team to vision meetings.
Everyone owns a part in creating hospitality
UNREASONABLE HOSPITALITY
In Action
Event planning always presents challenges, but we turn every single one into an opportunity. From putting on our thinking caps and creating unique and thoughtful moments, to acting fast and correcting an issue before our guests ever knew there was one, we take unreasonable hospitality very seriously.
CUSTOM GIFTING
Cabo San Lucas
THE CHALLENGE
Standard event gifts often feel generic or impersonal.
THE SOLUTION
Sourcing one-of-a-kind items from local artists to reflect the location
CUSTOM COLLATERAL
Big Cedar Lodge
THE CHALLENGE
Branded materials can feel like an afterthought
THE SOLUTION
Intentional collateral that blends your brand, making every touchpoint personal
BESPOKE BACKDROPS
Secrets Akumal
THE CHALLENGE
Event backdrops fade into the background
THE SOLUTION
Custom backdrops that become a focal point to reflect your brand and elevate the space
ACTIVATIONS
North Carolina
THE CHALLENGE
Corporate events can feel transactional, with little space for engagement
THE SOLUTION
Immersive activations that break the mold and invite genuine connection.
see how we do it from start to finish
Check out our Case Studies for a peek into an entire event from A to Z.
2025 Unreasonable Hospitality Summit
Annie and Kristin attended the inaugural 2025 Unreasonable Hospitality Summit hosted by author, Will Guidara, and it was the ultimate reminder that creating unforgettable experiences starts with how we make people feel. Held at the Four Seasons Nashville, the summit was packed with powerful lessons and reminders that we’re excited to bring to every single client interaction.
Have FOMO? Don’t worry. Sign up to be notified if and when future dates are announced!
It’s all in the details.
The magic of hospitality lives in the details—the handwritten note, the locally inspired gift, the perfectly timed surprise. That’s why we obsess over the moments most people overlook, because we know it’s those small, thoughtful touches that turn an event into an experience people carry with them long after the lights go out.