One of my favorite aspects of celebrating someones birthday or sharing the holidays is giving gifts. And the best part of gift giving is watching the persons reaction as they tear off the paper and open the box. The act of the unknown plays a huge factor in the experience and their response. It doesn't seem as exciting to receive a gift that isn’t wrapped. The person is still receiving the gift itself and possibly could have the element of surprise if the gift is in a plain brown box, but the act of tearing the wrapping paper makes it the most fun. Personally I am a horrible wrapper. I usually defer to my significant other when it comes to wrapping duties. Even though I lack the technique of cutting, folding, and taping I still wrap the present because you want it to look nice when giving it.
The same argument could also be made for lighting at a venue. Chances are, you would feel completely different about a room lit with florescent light than room lit with classic sconces and a nice chandelier. The room's lighting can completely change its look. That is why some of our clients choose to hold their event at a slightly less expensive facility, so they can dress it up with lighting and personalize it. Design lighting is just like wrapping paper because the act of dressing a brown box creates a better experience for the person opening the gift. By designing a room with lighting you are producing a better experience for your guests because when they walk into the event space they are essentially opening the gift you have given them; the chance to share your in your wedding day!
-Matt
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