Disarmingly soft-spoken, Jeffry Roick may not be the life of the party, but he certainly can throw a fine one. The co-owner of McNabb Roick, the city’s premier event planning company, is putting together more than 20 TIFF fêtes—including the opening night gala at Roy Thomson Hall—requiring 10,000 cocktails, 16,000 hors d’oeuvres and 3,000 server hours.

What do you think is the biggest party planning challenge?
I’m trying to figure out why people aren’t dancing. That’s the thing that’s missing at parties in Toronto—where’s the human touch?

What are the biggest party killers?
You can have the most beautiful decor, the most incredible lighting, the best event planning, and it won’t mean a thing if you have a horrible guest list. During the festival, the tough thing is who’s going to get the celebrities.

Who’s on your fantasy guest list?
My favourite person I ever met at an event was Sophia Loren, at a hospital fundraiser in Hamilton. She was über-elegant. Richard Branson is also an inspiration; there’s an excellent energy about him.

What would be your dream venue?
A spectacular party in a palace in St. Petersburg, Russia. It would be a Truman Capote–like black and white masquerade party. Everyone would fly in, but nobody would know who else was coming.

What’s been your favourite event?
The best party was the opening of the Carlu, because of the guest list. We had plumbers and electricians, but also politicians and the wealthiest people in the city. We had someone who hadn’t been there in 30 years—the elevator door opened, he stepped into the foyer and started crying.