Calm, Curated, and Intentional: How Allison Levine Elevates Wine Events Nationwide

When you attend a wine event planned by Allison Levine, the smooth execution might feel effortless, but behind the scenes is a meticulously orchestrated process shaped by decades of experience, cultural savvy, and creative precision.

As the founder of boutique agency Please The Palate, Allison has built a marketing, education, and hospitality career. Today, she produces events that bring wine regions and wineries to life for U.S. trade and consumer audiences, ranging from intimate pairing dinners to dynamic walk-around tastings.

From Satellite Launches to Sommelier Tastings

Allison’s journey into events was anything but conventional. With a Master’s in International Communications and early experience in corporate communications, she first dipped her toes into planning during a satellite launch customer conference. The pressure-cooker environment revealed a natural skill for managing logistics, people, and last-minute curveballs—all without breaking a sweat.

Her career soon pivoted into event-focused roles at dot-com startups, organically evolving into the wine world. “I started with wine education events, handling everything from venue sourcing to logistics,” she says. “Eventually, I began working directly with wine regions on trade-facing activations.”

That evolution led to the launch of Please The Palate in 2011. Today, Allison’s events are known for their polish, purpose, and perfectly executed details.

Venue Selection Is a Craft

When sourcing venues, Allison balances aesthetics with logistics. She starts by anchoring on the event’s purpose and format—seated seminar vs. walk-around tasting, for instance—then layers in considerations like location, accessibility, budget, and whether a space is full-service or more DIY.

“Each venue needs to reflect the tone of the event and the audience’s expectations,” she notes. “For culinary-forward events, I might prioritize kitchens or well-known F&B reputations. For trade tastings, flow and space take precedence.”

Her decision-making process is collaborative and research-driven, often informed by industry peers and local partners in each city.

Process-Driven, But Always Personal

Allison’s approach is equal parts strategic and human. Before diving into venue research, she gathers four key data points from clients: city, format, guest count, and budget. “That initial clarity saves a lot of time and ensures I’m only presenting viable options.”

She builds each event from the ground up using customized documents, folders, and spreadsheets—budget trackers, timelines, and run-of-show docs that keep everyone on the same page. Milanote, Dropbox, and Excel are staples in her toolkit, with Humanitix now serving as her preferred registration platform (bonus points: proceeds go to charity).

Mitigating Budget Surprises

One hallmark of Allison’s planning style is her laser focus on financial transparency. She’s learned to anticipate common pitfalls, such as underestimating overtime charges, late guest count changes, or surprise venue minimums.

She always builds in a financial buffer to stay ahead of the chaos and uses clear documentation to manage client expectations. “Preparation, strong vendor relationships, and proactive communication are everything,” she says. “That’s what helps avoid budget derailments and last-minute scrambles.”

Case in point: When a client neglected to request a TV for a presentation—hours before a seminar—Allison called on her AV contacts and had a screen couriered across NYC just in time. “The client never even knew there had been a problem.”

Enhancing the Guest Experience

Allison believes in the power of clear, friendly communication to elevate attendee experiences. From detailed pre-event emails to attentive staff and prompt follow-ups, she ensures guests feel informed, welcome, and cared for.

She also leverages strategic name badges, pre-session mingling, and layout planning to facilitate effortless networking, which is especially important in the tight-knit wine trade.

“I’m big on energy,” she shares. “If I stay calm and positive, that energy radiates through the team. People may forget a small hiccup, but they’ll always remember how the event made them feel.”

Advice for the Next Generation

Allison doesn’t sugarcoat the challenges of the profession. “It’s physically and mentally demanding,” she says. “You need stamina, attention to detail, and the ability to pivot quickly.”

But for those who thrive in fast-paced, detail-driven environments, the rewards are worth it. “Each event is a new puzzle. The mix of strategy, creativity, and execution keeps things exciting.”

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