Wolf&Grayson EditorialCreating memorable events takes more than just a beautiful venue. Behind every standout experience is a thoughtful blend of space, service, and storytelling. For Gianluca Sardo, the visionary behind The Glass House, transforming venues goes far beyond aesthetics. His approach centers on building brand equity, forging emotional connections, and crafting experiences that leave a lasting impression on every guest.
Building Loyalty and Relationships
When asked about his approach to venue transformation, Gianluca doesn’t hesitate. “The most important thing is the venue is a brand,” he explains, leaning forward slightly. “Most of the time people think we’re selling product, selling different stuff, beverage, food. But creating an iconic venue is more than just walls, it’s a platform for storytelling.” This shift in perspective has been central to The Glasshouse’s success.
Instead of simply offering a space, Gianluca built brand equity through high profile collaborations with vendors and industry professionals. He also introduced loyalty programs for planners, rewarding consistency with exceptional service and cultivating relationships that keep clients coming back.
Delivering Magic Through Hospitality
In New York’s packed events scene, it takes more than a stunning space to truly stand out. Gianluca met that challenge with a clear, four part strategy. “One of our goals was simple: build a premier event destination in New York City,” he says. “We did that in four ways. Number one, architectural excellence. With a panoramic view of Manhattan, you need to be different. You need something you can’t find anywhere else.”
What really sets The Glasshouse apart, though, is the level of care behind the experience. “You need to treat every single guest like a VIP. This is where the magic happens,” Gianluca says. It’s not just about looks, it’s about how people feel the moment they walk through the door.
Focusing on People and Culture
When asked what turns ordinary venues into iconic experiences, Gianluca doesn’t talk about flashy tech or the latest trends. He talks about people. “You need to lead with vision and be obsessed with details. You need to build a culture in your team,” he says. “Sometimes customers only see the outside, the execution. But everything starts from the inside, building a great team.”
That strong internal culture makes it possible to create something more meaningful than just smooth logistics. “You need to be emotionally involved. Not just flawless execution across departments, but truly creating emotional experiences that guests talk about for years.”
This emotional investment also shapes how his team works with their clients. “You need to listen, listen a lot,” Gianluca emphasizes. “Don’t just say, ‘in this place we do this and that.’ You need to support their vision because every experience is different. We don’t just rent space, we shape experiences. This is how we turn a venue into a brand and a moment into a memory.”
Success Through Trust
The proof is in the numbers, and in The Glasshouse’s case, the 40% client retention rate speaks volumes in a city bursting with event spaces. “They put in your hands their best day of life, or the best day of the year, or awards, whatever it is. The trust they put in you is what you need to work on to create these magical moments,” Gianluca says. Even with market instabilities looming, Gianluca remains pragmatic. “Everything depends on who your clients are,” he notes. His solution isn’t complicated: “Analyze the market, analyze your clients, and try to be proactive rather than reactive.”
Moving forward, The Glasshouse’s calendar ranges from technology events focused on AI, to product launches, corporate anniversaries, and fundraising galas, the latter being especially meaningful. “One of the most important parts of our business is galas where we raise money for good causes,” Gianluca shares with a smile. “This is what excites us in the pipeline.”
Follow Gianluca Sardo on LinkedIn to learn more about his approach to creating unforgettable events.
