In September 2025, we hosted a media panel focused on cigar events. I noticed that a concerning number of these events were failing, so I aimed to highlight what constitutes a successful cigar event, as well as the reasons why some events do not succeed. The discussion was enlightening for me. However, it still did not clarify just why so many cigar events flop.
For about the past 11 months, I’ve been looking at cigar events very closely. I’ve attended some very good ones, some mediocre ones, and some flops. I’ve been able to assemble some findings into what the best practices are for every successful event. I call this the E.V.E.N.T. principles.
E.V.E.N.T.
In terms of what a cigar event is, I’m going to define it this way:
A cigar event is an organized gathering where cigar enthusiasts come together to enjoy premium cigars while learning about brands, products, and the culture surrounding the industry.
Whether it is large or small, what goes into a successful event comes down to the E.V.E.N.T. principles.
E – Experiential
We’ve all witnessed it before. A cigar representative strolls into a retail store with a fancy tablecloth. They drape it over a table and arrange cigar boxes in neat rows. Throw in a promotional offer like buy X, get Y free, along with some branded giveaways, and suddenly it’s labeled an event. But, in reality, this couldn’t be further from the truth.
I’m not saying the tablecloth display and the incentives are unnecessary, but what I am saying is there has to be a lot more offered. To be an event, it has to have an experience. There are plenty of options for an experience. This can include food, spirits, pairings, entertainment, education, tastings, activations, and/or meeting with key people in the industry. It is vital to include some or all of these options to ensure your event is successful.
V – Vibrant
You may have come across photos on social media showcasing events that were poorly attended and lacked excitement. In other words, these events don’t feel vibrant. A successful event should feel alive, energetic, and, most importantly, engaging. Without this lively atmosphere, events are likely to flop. Additionally, those that do not adhere to the other principles of E.V.E.N.T. will also fail to achieve vibrancy.
In this world, perception is reality. If your event isn’t on social media these days, your event might as well not have happened. If you are putting your event on social media, it should promote vibrancy beforehand and show there actually was vibrancy at the event.
E – Evocative
When something is evocative, it sparks strong images, memories, or feelings that linger in our minds—making it truly memorable! For a cigar event, creating a positive experience is crucial. No one wants a lackluster event that leaves a poor impression. A thoughtfully planned, vibrant gathering fosters these positive feelings and memories. If your attendees don’t leave with a sense of awe and excitement, likely, the event didn’t fully hit the mark. Aim for an unforgettable experience that resonates long after the last cigar is enjoyed.
N – Newsworthy
An event should be newsworthy. This means you should be able to present it to a media representative for coverage, whether it’s a story or a podcast about your upcoming event, or a recap after it takes place. When you plan or execute an engaging event, it becomes something worth documenting in the annals of history.
For nearly 16 years, I have been involved in cigar media, and I am often amazed at how many events fail to engage with the media. It’s essential to have the media as your ally in this process. One key point to remember is that if your event isn’t newsworthy enough to be discussed in a media forum, it likely isn’t an event worth hosting.
Being newsworthy doesn’t necessarily mean it has to be “national news.” For smaller events, being newsworthy at a local level is perfectly acceptable.
Finally, if the media don’t pick up your event, you still have the option to document it yourself on a website or social media. Remember, if your event isn’t on social media, it might as well not have happened.
T – Thought-Out
As mentioned a few times above, a well-thought-out event is critical. In other words, it involves planning. The amount of planning should be proportional to the size of the event. Even more importantly, the event needs to execute on a plan. You can put a lot of great ideas on paper, but if you don’t execute on the plan.
“Winging” an event is a recipe for a complete disaster – no matter how experiential, vibrant, evocative, or newsworthy your event is.
Final Thoughts
Some have told me I shouldn’t be critical of events, but truth be told, I want the cigar industry to succeed at every event. At the same time, it’s important to go back to the definition of an event being an organized gathering where cigar enthusiasts come together to enjoy premium cigars. Not every gathering will be an event, but it’s important not to oversell what you are delivering. In the end, I really do believe if you strive to implement the E.V.E.N.T. principles, you will be quite surprised at how good the end result is.
Photo Credit: Cigar Coop
Note: The title was inspired by Aaron Loomis’ series of articles on Developing Palates on When a 90 is Not a 90
