Key to the Good Life: A Table in the Wild
Cloth & Flame redefines connection through outdoor events
By Michelle Jacoby
A long table dressed with vibrant flowers and modern décor stretches beneath a canopy of softly glowing string lights. Twilight melts into a star-speckled desert sky and guests begin to arrive — navigating dusty trails that feel like they lead to the middle of nowhere. They have no idea what’s waiting for them.
As they pull up to the site, sweeping views of rugged desert peaks unfold before them. The landscape is bathed in golden light from the setting sun, and it feels almost otherworldly. But this isn’t just dinner — it’s an experience, one that lingers in memory long after the last plate is cleared.
This is the magic of Cloth & Flame, a company that has redefined outdoor dining and event planning. Co-founded by Matt Cooley, Cloth & Flame didn’t start as the polished brand it is today. In fact, it began with something entirely different: hot air balloon rides. Originally known as Float, the company started with a passion for offering one-of-a-kind experiences that left an impression.
“We ran a hot air balloon ride business for about three years,” Cooley said. “It had a dining component that people really loved. Over time, we noticed that guests were coming for the dinner more than the ride. That’s when we knew we were onto something.”
And just like that, the idea grew wings of its own. What started as a dinner add-on for balloon rides turned into standalone events, often held in the wide-open desert. Word spread fast, and the public dinners sold out almost instantly. People were drawn to the combination of good food, breathtaking settings and the chance to feel connected — to others, to nature, to the moment. Sensing they’d tapped into something special, the team rebranded as Cloth & Flame. The name speaks to the blend of natural elements and intimate gatherings they envisioned creating.
From the beginning, the team’s mission was more than just throwing pretty events. They wanted to honor the land itself, to create experiences that were deeply tied to the places they were held.
“The type of events we were doing were very wilderness- and desert-oriented,” Cooley said. “To pull them off, we had to start managing the properties themselves.”
This approach led to partnerships with landowners and the discovery of spaces with unique stories. Over time, these partnerships became a cornerstone of Cloth & Flame’s philosophy. The company isn’t just renting beautiful backdrops — it’s helping to preserve them. For example, they’ve partnered with a family-owned cattle ranch in the Superstition Mountains and the historic Boyce Thompson Arboretum in Superior. These collaborations don’t just protect the land; they celebrate its history and spirit.
As the success of Cloth & Flame grew, so did its vision. Enter Open Venues, the company’s newest venture, designed to connect clients with unforgettable event spaces. “What we’re looking for in a venue is a story — a space that says, ‘something important will happen here,’” Cooley said.
Unlike the standard, cookie-cutter venues that dominate the event industry, Open Venues prioritizes locations with character and history. From the century-old Icehouse in downtown Phoenix to the
scenic Airport Mesa in Sedona, every space feels like it holds its own secrets.
Cloth & Flame’s signature style — transforming outdoor spaces into unforgettable experiences — has even sparked expansion into new markets, including California. From collaborations with culinary pop-up platforms to potential events at landmarks like the Oviatt Penthouse in Los Angeles, the company continues to push boundaries while staying true to its roots.
“What we’re really focused on is creating experiences that are about the location and the moment,” Cooley said.
At its heart, Cloth & Flame is about more than just stunning landscapes or beautiful tablescapes — it’s about connection. Whether it’s a corporate retreat, a wedding or a community gathering, the company creates spaces where people feel like they belong.
For anyone dreaming of hosting their own outdoor event, Cooley offers a simple piece of advice: embrace the environment. Get your guests involved, and don’t forget string lights. “It transforms everything,” he said with a smile.
From humble beginnings in the skies to redefining the way we gather on the ground, Cloth & Flame has a way of leaving its mark. For those lucky enough to sit at one of their tables, it’s a reminder of life’s simple, shared magic — best enjoyed under the stars.
To learn more, visit clothandflame.com.
