Catering to all tastes

When Bob Geldof approached Danielle Nay to organise his 50th birthday celebrations, he knew exactly what he wanted. "He had a vision: a Moroccan meets Balinese meets Bollywood party full of ethnic fabulousness and glitter," says Nay. "The rest, he said, was up to me. And, typically for Bob, he only left me two weeks to organise it all."

Most people would tear their hair out at the prospect of organising a theme party for 300, let alone in less than a fortnight. But for Nay, 33, director of Dr Party, one of the growing number of organisations who specialise in planning events and parties, such feats have become second nature.

Within a week, a tented city was built in the grounds of Geldof's Kent home, comprising a huge, black Kurdish tent, Moroccan and Pakistani tents, all with sandy floors, draped in exotic textiles and filled with cushions, buddhas and sari fabric. On the night, open areas were filled with the delicious smell of whole lambs cooking on spits, mixed with incense and belly dancers gyrating though the crowds.

Guests included Sir Mick Jagger and Jerry Hall, Sting and Trudie Styler, and Queen guitarist Brian May, all of them in fancy dress. There was entertainment from - among other things - a Bollywood brass band, a Chinese Elvis, and guests were treated to a spectacular fireworks display.

"In the early hours, Mick Jagger, Bill Wyman, Gary Kemp, Roger Taylor and Bob got on stage and played Miss You, Like A Rolling Stone and Route 66," says Nay. "Everyone had an amazing time, and I must say it was one of my best."

While smaller catering companies - who advertise their services in magazines - deal with lower-budget events and dinner parties, people come to Dr Party for "the whole shebang," says Nay, who rarely takes on a client with less than £20,000 to spend.

Geldof 's would cost upwards of £75,000, and Nay admits there is "nothing like having a few hundred thousand pounds to play with", as she often does when organising a corporate event for clients such as Microsoft (Nay organised its highprofile, Brixton Academy Madonna party), O2 and Sony.

Dr Party oversees an event from start to finish, from developing a theme with the client, costing it, organising catering and flowers, hiring marquees, lighting and live animals, should that be required. Whatever the client desires, Dr Party aims to make it happen.

Fashion designer Karen Millen asked Nay to organise her husband's 50th birthday party: she wanted a relaxed event around the pool at her home in Kent. Millen's own birthday the following September could not have been more different.

"She wanted a Moulin Rouge theme," says Nay. "We enclosed the pool area in a huge red velvet marquee hung with pink and gold fabrics and festooned with fairy lights. The pool was filled with exotic flowers, and Jane Asher made a cake in the shape of a bed with a mini Karen in sexy lingerie sprawled over it.

"I love this kind of party, the decadence and glamour of it all. You don't have five candles, you have 500. It's all about piling it on, with layers of smells, colours and lights.

"It was fancy dress and Kelly Brook arrived wearing a rather revealing basque and very little else. More than once I noticed a male guest surreptitiously taking photographs of her bottom, reflected in the mirrors hung around the marquee."

While there have not been any disasters, organisers have to be prepared for every eventuality.

"You have to be professional and get everything in writing, which saves any squabbling if someone doesn't deliver on the day," says Nay. "A few days before an event, I'll present the client with a bullet-point document telling them everything that they will be getting, so they don't come to you mid-party asking where the Elvis impersonator is.

"Once everyone has arrived and is having a good time, I'll walk out, then come back in again so I can see things with fresh eyes. I also make sure I've got enough staff on hand so I'm free to enjoy the party."

After graduating in classics and modern languages from New College, Oxford, Nay initially worked in television PR, but soon found that only when she was organising a launch party or event was she truly inspired.

"I started Dr Party on my own in 1998, with just one assistant. My first client was Channel 5, for which I had worked as a PR manager. All our business has been gained this way, via personal contacts and word of mouth.

"Thankfully, I've never had to hustle for work, and although you can get degrees in event management these days, I would only consider hiring someone with fantastic contacts."

The company now has a regular staff of six and hires freelance designers, managers, crew and runners, as each job requires - "much like a television production company", says Nay. Security, catering, props, lighting and sound are all contracted out to suppliers. Dr Party has an annual turnover of more than £1 million.

"We are purely an ideas and logistics company and have very little overheads," says Nay. "Work is unpredictable, and by staying small and lean we can make sure we don't eat away profits during quiet months."

Making a career out of other people's parties is an exhausting process, and Nay takes at least six weeks' holiday each year to relax and replenish her creative juices. "About 10 per cent of the job is glamour. The rest is blood, sweat, tears and strategic planning. But it's a great life and the day I don't enjoy a party is the day I throw in the towel."