In an era where AI and scalability dominate business strategy, Megan Gross is betting on something timeless: human connection. Gross, a former experiences producer at Mastercard, founded boutique events firm The Bon Soir in early 2022, building her brand on “intentional gatherings” and “expensive connections.”
The philosophy is rooted in a simple truth—that “people like being invested in,” Gross told Vendelux. “If you go cheap, you’ll attract cheap.”
In practice, that means reducing headcount rather than stretching budgets thin, plus “setting aside a surprise-and-delight budget” to ensure every guest feels seen, according to Gross. “Once you know who needs to be at the event, go all in on them,” she added.
Based in San Francisco, The Bon Soir focuses on cultivating deeper engagement among venture capitalists and startup leaders, in particular. The strategy emerged naturally from Gross’ environment. “Being in close proximity to Silicon Valley, I’m surrounded by founders,” she explained. “I quickly realized the biggest gap was access to capital. That shifted my focus to VCs, since they hold the keys to growth for those founders.”
It’s been a natural fit, she added, since “investors are strategic risk-takers”—a mindset she shares.
Today, her own bold move comes in the form of rejecting tech at every touchpoint. Despite the explosion of AI—especially among Gross’ core clientele—she sees a growing appetite for authenticity. “People are questioning what’s real and what’s fake,” Gross said. “Human connection is the antidote. This is our lifeline in this burgeoning high tech.”
To make that connection the centerpiece, Gross relies on what she calls “Connection Engineering Framework.” The model rests on three pillars:
- Purpose: the “why”
- People: who truly belongs in the room
- Details: the cues that shape how the experience unfolds
“The connection happens in the intersection—picture center of a Venn diagram—where all three overlap,” Gross explained. “That’s how you engineer impactful connection.”
At The Bon Soir, that connection often takes the form of high-touch, luxurious experiences. But Gross is quick to clarify: luxury doesn’t always mean the most expensive option. “I define luxury as excellence,” she said. “And exclusivity, to me, is generosity.”
That philosophy shapes small but critical decisions, like rarely allowing plus-ones. “Plus-ones usually only serve one guest, not the entire group,” Gross noted. “By keeping the room exclusive and aligned with the event’s purpose, you’re actually being generous to everyone there, not just catering to one-off requests.”
It’s a strategy that’s delivered measurable results. One client, facing the potential loss of a key account, tapped The Bon Soir to design a sailing excursion on a private yacht followed by an intimate dinner to reconnect two remote teams. Before the first course was served, a seven-figure deal conversation began. All 12 guests proceeded to participate in follow-up meetings—five of which were booked immediately.
While moments like this illustrate Gross’ human-first outlook in action, Gross also leans on more structured tools to measure success. Chief among them is her proprietary G.A.T.H.E.R. Method, which prioritizes return on relationship (ROR) over traditional ROI.
Here’s how the acronym breaks down:
- G – Guestlist
- A – Atmosphere
- T – Timing
- H – High-Touch
- E – Endgame
- R – Relationships
“My events and my process are not for everyone,” Gross admitted. “My work connects with people who understand that the bigger the investment, the bigger the reward,” she added, noting that clients expecting to build a deal-making relationship in one event likely won’t align.
Playing the long game inspired The Bon Soir’s Venture Tables series, a supper club-style model that brings founders and investors together over a curated meal. “We believe the most valuable relationships aren’t built in boardrooms—they’re built at the dinner table,” Gross said.
Looking ahead, Gross is scaling the number of Venture Table dinners while preparing for The Bon Soir’s second annual Leadership Summit, which will convene 200 venture capital leaders, investors, and women in tech during SF Tech Week. All the while, Gross is also planning the firm’s third global summit for 500-plus venture professionals in San Diego.
