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A Peek Behind the Hedge, Annie Falk

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Owner, The Seated App

Annie Falk is an author, entertaining enthusiast, and the quintessential hostess, best known for her beautifully styled books, Palm Beach Entertaining and Hamptons Entertaining. She has a gift for creating warm, thoughtful, impeccably chic moments, whether it’s a dreamy tablescape, a perfectly curated guest list, or a gathering that feels effortless. 


Her passion extends beyond entertaining; Annie is deeply involved in philanthropic initiatives that support community, education, and the environment. Most recently, she launched SEATED, a simple, but elevated and intuitive event-planning app for anyone looking to host with confidence. With features that help you plan tables, manage guests, and assign seating, SEATED transforms Annie’s signature touch into the ultimate digital hosting companion. Consider it the modern hostess’s secret weapon!

Many know you from your beautiful book Palm Beach Entertaining: Creating Occasions to Remember. What inspired you to capture the Palm Beach approach to hospitality in that way?

Palm Beach hospitality is personal. It is welcoming with intention—fresh ingredients, a table that invites conversation, and an easy rhythm to the evening. I have always admired the island’s hosts and hostesses for their creativity and generosity. And while the mystique of Palm Beach—polished by history, glamour, and pop-culture moments—tends to steal the spotlight, the true heart is its people and their willingness to give time, talent, and treasure.That spirit came to life for me through the Children’s Home Society’s dine-around Ultimate Dinner Party, which I had the privilege to chair for several years: one lively reception followed by intimate dinners across the island. That choreography of connection felt distinctly Palm Beach. The book was my way of putting that feeling on the page—part practical “use it tomorrow” guidance, part inspiration to spark imagination—and directing all proceeds to CHS to support the community behind it.

 

Palm Beach entertaining has such a distinct mix of charm, sophistication, and warmth. How do you think the art of entertaining here has evolved in recent years?

Palm Beach has changed—so many new residents arrived during and after COVID—and that shows up at the table. We are mixing old-guard ritual with a looser rhythm: earlier start times, healthier menus, lighter (or zero-proof) cocktails, and a blend of evenings at clubs, favorite restaurants, and at home. The upside is fresh energy and new friendships; the work is keeping it gracious. And we do—Palm Beach still favors charm and civility, beautiful tables set with intention, and seating placed thoughtfully to spark conversation and kindness. It is all done with a spirit of generosity that has always been a part of our culture.

 

Tell us about Seated, your new app. How did the idea come about, and how does it help hosts plan and design their gatherings?

Seated grew out of years of hosting, note-taking, and collaborating with caterers and co-hosts. I kept sketching layouts, tracking RSVPs, allergies, and who should meet whom—across spreadsheets, texts, and Post-its—and knew there had to be a calmer way. Just as important, I needed everything in the palm of my hand so I was not hunting for scattered notes. Seated brings it all into one place: you design the room, build a living guest directory with tags and notes, and place people intentionally so conversation flows. It keeps everyone—host, co-hosts, planner, and kitchen—working from the same plan, which is half the battle. And because it lives on your phoneor tablet, you can adjust seating, notes, and headcount anywhere—on the way to the event, in the car, or tableside. The result is simple: less stress, better evenings, and guests who feel seen.​

 

What’s been the most surprising or rewarding feedback you’ve received from early users of Seated?

Surprising, in the best way, has been the range of people using Seated. Closest to home, my husband was one of the first users and now relies on it for business dinners. He loves having everything at his fingertips—being able to tweak a plan on the way to a gathering, glance at who he’s seated next to, and pull up any notes he has made about talking points. An Italian TikTok creator also used Seated to plan her family holiday dinner and shared the entire process with her followers—layout, seating map, and the “why” behind each placement. She said Seated was her answer to keeping the peace during the holidays, particularly when opinions differ (especially around politics), and that video became her most-viewed post. She even asked for a friends-and-family code to pass along to her audience. I also heard from a small, family-owned restaurant in Tonga that uses Seated for Sunday brunch. They told me they cannot afford pricier restaurant software, so Seated became a simple, reliable solution—and their note absolutely made my day. And the feedback I treasure most? First-time hosts saying they felt calm enough to enjoy their own gathering. That is the whole point.

 

When it comes to hosting, what isone timeless entertaining tip you always return to? Conversely, how do you like to thank a hostess?

Timeless tip: Plan the flow—how guests arrive, get a first bite, and move to the table—then be present. A relaxed host sets the tone.

Thank-you: A handwritten note and something considered—seasonal flowers, linen cocktail napkins, or a small gift from a favorite local shop. When it is meaningful, I will also make a donation to a cause the host cares about.

 

You were recently featured as the premiere guest on ‘Good Day Palm Beach,’a new podcast series from Privet Studios. Without giving too much away, what can listeners look forward to from your episode? 

A conversation about the moment I realized hosting falls apart without a shared plan—and how that led to Seated. We touch on what it really takes to launch an app (beyond the App Store button), what the app actually prioritizes, and a couple of elegant, in-app tricks you can try when planning your next gathering

 

If you could host your dream dinner party in Palm Beach, which three guests, past or present, would you invite?

I love the idea of an intimate dinner for four. I would host it on the upper patio of Marjorie Merriweather Post’s former Palm Beach home,

Mar-a-Lago, and invite Marjorie herself, Maurice Fatio, and Thomas Keller—Thomas to my right, Fatio to my left, and Marjorie between them, across from me.

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Maurice Fatio —not just for commentary, but for his eye and curiosity. He understood how proportion, light, and circulation shape how people feel in a room. I would love his instinctive read on the setting, how he would sequence an evening, and how he would “edit” a table to let conversation flow. I imagine a lively exchange with Keller about scale and restraint—architecture and cuisine meeting at the same principles.He might have an equally interesting exchange with Post about what he may have done differently from Marion Sims Wyeth, the home’s architect. 

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Marjorie Merriweather Post —for stories of her great Palm Beach balls and the dedicated flower room she used solely for arranging blooms for guest rooms and parties. I would ask how she envisioned the house as a stage for hospitality and how she feels seeing its legacy endure. And two questions I would ask any seasoned host: What is your personal rule of three for an unforgettable evening (one surprise, one comfort, one conversation spark)? And tell me about a moment when a near-disaster became the night’s best memory. 

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Thomas Keller —because elegance on the plate is its own conversation. With his forthcoming West Palm restaurant, I would ask how he will interpret local seasonality for a quietly perfect, memorable menu—and we could playfully touch on Marjorie’s famous propensity to serve guests cereal.I would invite Keller to create a tiny late-night “cereal” bite—reimagined with finesse—as a chic hostess gift. What fun to slip into the library for that whimsical après-dinner treat and continue the conversation beneath Marjorie’s portrait.

 

Let’s talk about local favorites. Where do you love to meet friends for lunch or a cocktail in Palm Beach?

For lunch, I am happiest at home dining on the Intracoastal or one of the island clubs with seaside dining—being outdoors in nature is wonderfully calming and the conversation unhurried. 

During high season,  the island is full of collaborations between our wonderful shops and worthy charities; there is always a hosted cocktail hour somewhere—often with thoughtful zero-proof options or simply a glass of champagne. It is a fun way to meetup with friends before dinner, while supporting the community. And for an after-dinner drink, I love The Carriage House—which, for me, is just as often a perfectly made tea with a warm madeleine, lightly powdered with sugar.

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When you’re not entertaining, where do you go to unwind or find inspiration on the island?

Early walks along the Lake Trail, quiet time in the Four Arts gardens, and stops at local galleries always reset me. I also love a wander down Worth Avenue—peeking at the table settings in Mary Mahoney and the beautifully curated tabletop and decorative objects in the shops along the vias. Beauty, nature, craft, and a strong sense of place always find their way back to my table.

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Ready to host with ease?

Watch the Seated walkthrough and 

use code PRIVETXSEATED

for your next gathering.

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