Bruce Keebaugh’s ‘By Invitation Only’ is the ultimate party guide

IF ANYONE KNOWS how throw a party, it’s Bruce Keebaugh. The co-founder of The Big Group and the man behind some of the world’s most over-the-top soirées has pulled back the velvet rope with his debut book By Invitation Only – a glossy, glamorous ode to celebration, style, and the kind of dinner party that starts with champagne and ends with cake falling from the ceiling. Literally.

“Behind every extraordinary event is a story of passion, creativity and the pursuit of perfection,” explains Keebaugh. By Invitation Only is full of exactly that. Created with author and photographer Robyn Lea, the book reads like part personal scrapbook, part professional manifesto, and part wish-you-were-there album of the most jaw-dropping events The Big Group has pulled off over the past 35 years. Think Saudi princess motorcades (2,500 guests . . . plus their maids . . . plus their drivers), long-table lunches in the Australian bush, wedding cakes that descend from the sky, and a 1.6-kilometre dessert buffet dusted in 24-carat gold. As you do.

It’s not all diamonds and decanters, though. There’s a story about making tomatoes the star of the show. A firm belief in mixing your guest list with “a few lunatics, some gossip, some sexy people and of course someone to pay the bill” as Keebaugh puts it. And, perhaps most importantly, a humble plug for serving KFC in crystal bowls which, honestly, might be the only party tip you ever need.

But don’t let the sparkle fool you. Beneath the haute couture and mountain-sized portions of caviar lies a celebration of creativity – mixing high with low, elevating everyday moments, and always putting people first. Whether you’re planning a wedding, dreaming up your next dinner party, or just after a chic coffee table book, By Invitation Only is both aspirational and accessible. It welcomes you in – no matter your budget. Because, as Keebaugh reminds us, billionaires and dustmen are united by one universal truth: everyone loves a good party.

With 35 years of unforgettable celebrations under his belt, Keebaugh knows exactly what makes a party great. Below, he shares the behind-the-scenes tales, golden rules, and a few surprises from the making of By Invitation Only.

Esquire Australia: After 35 years at the helm of The Big Group, what made now the right time to lift the lid on the world’s best parties and celebrations with By Invitation Only?

Bruce Keebaugh: There were two main drivers behind the writing and creation of By Invitation Only. The first was the ephemeral nature of what we do. So much of our work over all those years was seen by a rarefied few invitees and lasted a mere 24 hours. Everything of beauty we have created in many ways evaporates but the memory, thus the book. The second aspect was the idea of putting Australia on show. We have a diverse and rich culture, amazing artisans, designers, and so, so many brilliant culinary creatives; I saw the platform of a global book as an opportunity to show the rest of the world how great and unique the Australian event industry is.

From royal soirées to rockstar weddings, you’ve seen it all – what’s one behind-the-scenes moment so wild it could be straight out of a Hollywood script?

I think seeing the arrival motorcade of 2,500 royal princesses in Saudi Arabia, all in haute couture (albeit covered on arrival in custom abaya) but not realising that each princess travels with her own personal maid and driver, so 2,500 became 7,500. Let me tell you, that’s a lot of extra people!

What’s the biggest shift you’ve seen in how high-net-worth individuals celebrate, and why do you think Australians are spending more than ever on once-in-a-lifetime events?

We are in a uniquely decadent moment in time. Social media and the ability to see and share have changed the dynamic immeasurably. Add the “lifestyles of the rich and famous” in the ’70s to the Kardashian factor of today. Since the dawn of time, people have had an obsession with wealth, royalty and celebrity – this is not new news. So many people now come to us with a brief for an exact copy of a luxury Maison or Parisian runway to copy for an event, or a replica of Khloé K[ardashian]’s last party. 

What’s your golden rule for creating a night guests will talk about for years?

People, people and people – that’s the number one rule. If you have the wrong guests, there is no way the party will work. You need to layer people, there is nothing more boring than a room full of wealthy people, or all business people, or all creatives. You have to mix it up – you need a few lunatics, some gossip, some sexy people and of course someone to pay the bill!

As event professionals, it’s up to us to ensure that we surprise and delight our guests. That’s not about money, it’s about ingenuity, and that’s the fun part. You can do a whole party with tomatoes, cheap as chips, and you can create magic that no guest will ever forget . . . you just need to know how to use them. 

The locations in By Invitation Only span from Sydney to the Amalfi Coast. Which destination has surprised you the most in its approach to opulent entertaining?

I love working in Europe and Asia so much as I find that the locations, the architecture and history do much of the “heavy lifting” decoratively for these events. It was not until we were invited to work in the Kingdom of Saudi Arabia by Designlab Experience that I truly discovered a treasure chest of entertaining. Designlab Experience is the best large-format event agency in the region, and the environments created were beyond anything I had ever experienced. Our role at The Big Group was to design and source every element of the catering and culinary experiences. Think Fabergé eggs the size of cars filled with caviar, wedding cakes that descend from the moonlit skies, a 1.6 kilometre dessert buffet of 24-carat gold cakes . . . these people really know how to entertain!

You’ve worked with an incredible roster of creatives, from chefs to designers. Who has left the biggest imprint on your approach to event design?

Well on one level Designlab Experience for the grandeur and scale of their events, but then local creative Joost Bakker represents something that is at the extreme opposite end of the spectrum. As a zero waste warrior and floral sculpturist, Joost has the ability to create something so enchanting from the most basic and raw materials. I love that he hangs hundreds of tulips upside down, roots exposed with dirt on show, or he will grow a field of native wattle for an event and then re-purpose it post-event.

For those who dream of hosting a Big Group-worthy party but don’t have a billionaire’s budget, what are your top three insider tips for elevating an event without breaking the bank?

1. Choose the right event format for you. So often budgets get stretched as people “feel” they need to host a dinner, or a cocktail party, when a simple breakfast might do the trick.
2. Preparation is the key to great events. Do everything the day prior so you can enjoy yourself. If you can’t afford staff, fill the bath with bottles, buy some fun straws and write up a sign, “Booze this way!” If you set the rules of engagement, your guests will follow.
3. Don’t overcomplicate, there is nothing wrong with simplicity. If budgets are tight, you can literally serve KFC in crystal bowls on silver platters – I do it a lot at home! Just be clever and have fun.  

If you could go back and give young Bruce one piece of advice about the world of luxury events, what would it be?

Young Bruce, funnily enough, was actually quite an old fella. I was 50 at 15, so I’d probably tell him to loosen up and have more fun! The main thing I would tell “young Bruce” (like, who even calls a kid Bruce?) would be: don’t let someone’s status, money, brand or power intimidate you. Billionaires, celebrities, royalty and politicians are weirdly all human, just like us. I have met the most amazing people and seen the most incredible things, and what connects us all is our sense of fun, the joy and delight that events bring to all, be that the dustman or the Prime Minister. We all share a desire to have a good time!

Discover more, including where to buy at thebiggroup.com.au.

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