The distinction is subtle but important. A customer event is for new and existing customers together; the goal is growth and broad relationship building. A loyalty event is exclusively for your best, most loyal customers; the goal is recognition and deepening. With a customer event you try to impress potential customers. With a loyalty event you say: 'You are special to us.' This feels different. A loyalty event is smaller (20-50 people), more intimate and more personalised. A customer event can be bigger (50-150+) and feels more formal. The loyalty event can return annually; customers even expect it. A customer event is one-off or biennial. Budget per person also differs: loyalty deserves a higher investment. A loyalty event generates more engagement than a customer event, because you only have your best customers. No 'noise' from new faces.