In this episode of The Event Solutions Podcast, host Jorge Lopez welcomes Annette Zeller, Director of Catering and Conference Services at 1 Hotel West Hollywood, for a deep dive into the realities of hospitality, luxury events, and the psychology behind high-expectation clients.

Annette shares her journey through some of the most iconic luxury hotel brands, including Park Hyatt, Beverly Hills Hotel, Four Seasons, and Beverly Hilton, and how those experiences shaped her approach to service, creativity, and problem-solving. She offers an inside look at what makes 1 Hotel unique, from its sustainability-first mission and nature-driven design to certified sustainable meetings and hyper-local, organic catering.

The conversation explores the fast-evolving world of luxury events, influencer-driven brand activations, compressed timelines, and the importance of urgency, adaptability, and collaboration. Annette also candidly discusses mistakes, high-pressure challenges, and the lessons learned from decades in the industry, reinforcing why mindset, responsiveness, and creative flexibility are essential to success.

• Luxury clients expect solutions, not limitations. Saying "no" too quickly can shut down opportunity; buying time and offering alternatives keeps creativity alive.
  
  

• Urgency wins business. Fast, thorough responses complete with budgets, diagrams, and clear next steps set you apart in a crowded market.
  
  

• Experience must transfer through layers. In luxury events, you're often selling through planners or agencies; clarity and detail help preserve the vision for decision-makers.
  
  

• Sustainability is no longer optional. Eco-conscious design, local sourcing, and certified sustainable meetings are becoming key differentiators.
  
  

• Cookie-cutter thinking kills repeat business. Clients return when they trust you can reinvent the experience each time.
  
  

• Mistakes are inevitable; ownership matters. Taking responsibility, acting quickly, and fixing the issue builds trust and credibility.
  
  

• Measurements matter. Small technical details can create major challenges; precision is critical in event execution.
  
  

• The industry thrives on collaboration. Vendors, planners, and venue teams succeed when they support one another, especially under pressure.

Annette Zeller is the Director of Catering and Conference Services at 1 Hotel West Hollywood, where she oversees luxury events, meetings, and brand activations in one of Los Angeles' most sustainability-driven hospitality environments.

A graduate of Cornell University's School of Hotel Administration, Annette brings over 20 years of experience in the luxury hotel market. Her career includes leadership roles at Park Hyatt Los Angeles, Hyatt West Hollywood, The Beverly Hills Hotel, Beverly Wilshire (A Four Seasons Hotel), and The Beverly Hilton.

Known for her sense of urgency, creative problem-solving, and client-first mindset, Annette specializes in high-touch events, influencer-driven activations, and bespoke experiences that break the mold while maintaining operational excellence.