New York/LA Winter 2010

New York & Los Angeles

$4.95 NOVEMBER/DECEMBER 2010 BIZBASH.COM

EVENTSMEETINGS MARKETINGSTYLESTRATEGYIDEAS

BEST OF

2010The Year’s Trends, Event Launches, Smart Makeovers,

Ambitious Campaigns & Ideas to Steal

PLUS: Sponsor Integrations, Holiday Party Bites, Stylish Stages, Twitter Skepticism, 52 New Venues, Planners’ Favorite Trends & More

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People save their ticket stubs from our venues for good reason: to remember something extraordinary.Our world-famous venues are secretly fabulous for intimate gatherings and small parties. Each on of our landmarks has

a selection of perfect event spaces of every size to meet your needs and rise above all expectations.

Plan Small, Think Big 212 465 [email protected] | www.thegarden.com/specialevents

A Conference for 20,000. A Meeting for 200. A Suite for 20.

Los Angeles . New York . Dallas 323.758.5344 718.629.6909 972.818.3200

The Waterfront / Terminal Stores608 West 28 th street / New york city. NY 10001Chelsea / 28th street & 11th avenue.

www.lavenue-ny.com212.967.9636

Turn of the century 16,500 sq ft loft space in west chelsea.

at Terminal Storesbetween 27th & 28th Streets

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Indoor & Outdoor Spaces 50 to 5,000 Guests Wolfgang Puck Catering

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New York’s premier setting. New York’s most prestigious event and catering company. Together, making memories magnifi cent – all within reach.

greatperformances.com 212.727.2424 the plaza.com 866.770.8264

bizbash.com november/december 2010 11

NEW YORK & LOS ANGELES November/December 2010 © 2010 BizBash Media

FROM THE EDITORS 19 Tracking the year’s trends

READERS’ FORUM 21 What was the best idea you saw

in 2010?

THE SCOUT 27 Wintry curtains made of ice 28 Passed bites for holiday

gatherings 30 Festive glasses and small plates

for rent 32 A new New York-based brand

experience agency 34 Innovative ideas for stage design 36 What are clever ways to integrate

trade show sponsors? 38 11 ideas and products to have on

your radar 40 A new Los Angeles-based fl oral

design company

VENUES 42 Four new New York venues 44 The latest meeting venues in

New York 46 Four new Los Angeles venues 48 The latest meeting venues in

Los Angeles EVENT REPORTS 53 From Los Angeles: Prius’s eco-

minded 10th anniversary event 55 From New York: Nike’s charitable

tennis event 56 Coast to Coast: HBO’s vintage

Atlantic City-inspired Boardwalk Empire launch party

58 From New York: Chanel’s Soho store-reopening cocktail party

60 From New York: Showtime’s character-driven Show House

61 From Los Angeles: Blackberry’s custom-built Torch launch party

62 From Los Angeles: Emmy night’s top parties

64 From Toronto: The fi lm festival’s opening-night hockey-themed party

66 From Los Angeles: Discovery’s experiential Hub network launch event

67 From New York: Keep a Child Alive’s bar-coded Black Ball

68 From New York: The ever-expanding Wine & Food Festival

70 From New York: Park Avenue Armory’s carnival-themed gala

71 From Miami: Thrillist’s branded hotel and weekend getaway

75 Best of 2010 The top trends, ideas, designs, and

events that shaped this year

THE DIRECTORY 90 New New York venues 92 New Los Angeles venues

TED KRUCKEL 96 The limits of social media

On the Cover Clockwise from top left: A touch screen game at Samsung’s Vancouver Olympics pavilion, photo by Grant Harder for BizBash; a fl ying machine at Red Bull’s 2010 Flugtag tour kickoff in Miami, photo courtesy of Red Bull; cellophane chandeliers at the Chicago Botanic Garden’s summer dance, photo by Tay Kaune; digital grafi tti at the re-opening of Chanel’s SoHo New York store, photo courtesy of Tangible Interaction; a white neon installation at the opening party for the Hermès men’s store in New York, photo by Clint Spaulding/Patrick McMullan; an artistic interpretation of Lexus’s new hybrid car at the company’s Dark Side of Green environmental debate in Miami, photo by Red Eye Productions

ON BIZBASH.COMComprehensive local venue and supplier directories

The latest industry news

Local sites for Boston, Chicago, Las Vegas, Los Angeles, Miami/South Florida, New York, Orlando, Toronto, and Washington

The Moroccan National Tourist Board carpeted 7,000 square feet of New York’s Skylight Soho for its 300-guest “Red by Marrakech” dinner on September 28. To celebrate the Red City as a new glam-set destination, the event included authentic elements, such as a replica of the iconic Red Door entrance to Marrakech Town Center. Caterer Sonnier & Castle worked with Potel et Chabot on 12 traditional Moroccan starters. Hosts Alan Cumming and Anjelica Huston joined Hamid Addou, C.E.O. of the Moroccan National Tourist Offi ce, in welcoming guests. More photos and details are on BizBash.com.

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EDITOR IN CHIEF Chad KaydoNEWS EDITOR Courtney ThompsonSTYLE EDITOR Lisa CericolaASSOCIATE EDITOR Anna SekulaCHICAGOEDITOR/BUREAU CHIEF Jenny BergLOS ANGELESEDITOR/BUREAU CHIEF Alesandra DubinMIAMIEDITOR/BUREAU CHIEF D. Channing MullerORLANDOEDITOR/BUREAU CHIEF Mitra SorrellsTORONTOEDITOR/BUREAU CHIEF Susan O’NeillWASHINGTONEDITOR/BUREAU CHIEF T.J. WalterART ART DIRECTOR Joey BouchardASSISTANT ART/PRODUCTION DIRECTOR Carolyn CurtisPHOTOPHOTO EDITOR Jeeyun LeeASSISTANT PHOTO EDITOR Amber KnowlesCOPY & RESEARCHASSISTANT MANAGING EDITOR Claire HoffmanEDITORIAL INTERN Jessica FloresCONTRIBUTORSEDITOR AT LARGE Ted KruckelWRITER AT LARGE, LOS ANGELES Irene LacherCONTRIBUTING EDITORS Michael O’Connell, Mimi O’Connor, Brendan Spiegel, Erin Souza, Ellen Sturm NizCONTRIBUTING WRITERS Meryl Rothstein, Andi Teran LOS ANGELES:

Rosalba Curiel, Shilpa Gopinath TORONTO: Amy Lazar, Erin Letson WASHINGTON: Adele Chapin, Walter NichollsCOPY EDITORS Libby Estell, Josh WimmerCONTRIBUTING PHOTOGRAPHERS Vincent Dillio, Roger Dong, Nick Ferrari, Emily Gilbert, Dan Hallman, John Minchillo, Alice and Chris Ross, Keith Sirchio BOSTON: Aviran Levy, Patrick Piasecki CHICAGO: Mireya Acierto, Tyllie Barbosa, Barry Brecheisen, Eric Craig, Jeremy Lawson, Eddie Quinones LOS

ANGELES: Matt Armendariz, BEImages, Jessica Boone, Nadine Froger, Line 8 Photography, Zen Sekizawa, Dale Wilcox MIAMI: Joseph Cancellare & Associates, Matthew Horton, Moris Moreno, Elizabeth Renfrow, Mitchell Zachs TORONTO:

Gary Beechey, Jill Kitchener, Henry Lin, Emma McIntyre, Nicki Leigh McKean, George Pimentel WASHINGTON: Tony Brown/Imijination Photo, Stephen Elliot, FotoBriceno, Powers and CreweEDITORIAL OFFICES21 West 38th St., 13th Floor, New York, NY 10018phone: 646.638.3600, fax: 646.638.3601CHICAGO BUREAU312.436.2525LOS ANGELES BUREAU310.659.9510MIAMI BUREAU1450 NE 123 St., North Miami, FL 33161305.808.3535TORONTO BUREAU2453 Yonge St., Suite 101, Toronto, ON M4P 2E8 416.425.6380CONTACT USEditorial Feedback and Ideas: [email protected] Invitations, Press Releases: [email protected] Listings: [email protected] Inquiries: 646.839.6835, [email protected] Subscriptions: bizbash.com/subscribeSubscription Renewals: bizbash.com/renewReprints: Dani Rose, The YGS Group 800.494.9051 ext. 125, [email protected] MASTERPLANNERCHAIRMAN Elisabeth FamilianNEW YORK EDITOR Alexandra AnzaLOS ANGELES EDITOR Leslee KomaikoBIZBASH MEDIAC.E.O. AND FOUNDER David Adler PRESIDENT Richard AaronBOARD OF DIRECTORS Jonathan Adler (CHAIRMAN), Richard Aaron, David Adler, Beverly Chell, Martin Maleska, Todd Pietri

BIZBASH

Intimate, beautifully designed event space in the heart of midtown Manhattan, TheTimesCenter is the centerpiece of Renzo Piano’s iconic New York Times Building and the perfect place for your next event.

Call 212.556.4300 or visit thetimescenter.com 242 West 41st Street, New York City

Awards Presentations Bar Mitzvahs Bat Mitzvahs Banquets Concerts Conferences Corporate Events Debates Dinners Educational Programs Exhibitions Film and Video Presentations Film Screenings Film and Television Broadcasts Galas Holiday Parties Lectures Live Broadcasts Location Shoots Meetings Multimedia Presentations Music Recitals Parties Live Performances Press Conferences Product Launches Readings Receptions Seminars Symposia Television and Radio Broadcasts Trade Shows Video Conferences Weddings Workshops

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INSIDE EDGE Served Fresh Media’s team of social media experts kept Twitter, Facebook, and Youtube buzzing with news about BizBash’s historic 10th New York

Expo & Awards on October 27th at the Javits Center. Served Fresh’s reportage kept the social media world updated in near real-time with tweets, photos, and HD video interviews. With their staff of social media Reporters, Served Fresh Media, in conjunction with BizBash’s all-star social media “tweeps” in the AFR Lounge, made #bizbash an unprecedented #2 on Twitter’s “Trending” list in New York.

Served Fresh Media provides social media, public relations, and reporting for events across the country. Recent clients include the Infl uencer Conference 2010, the New York Press Club Journalism Conference, and the Corporate Social Media Summit. (646.345.1298, servedfreshmedia.net)

BizBash Expo & Awards Coverage “Served Fresh” on Social Media

Way 2 Much Entertainment has announced that company founder and president Philip Solomon has been named show director for the recently opened supper club L.A. at the Vogue Theater. Way 2 Much’s unique blend of high-end couture and performance is a perfect match for the internationally famed supper club experience, which merges elements of restaurants, theaters, galleries, and nightclubs in locations from Amsterdam to Singapore.

Way 2 Much Entertainment has produced original client-inspired experiences and entertainment productions for clients as diverse as the White House, Cirque du Soleil, and P. Diddy. (866.929.2682, www.way2much.com)

Way 2 Much Entertainment at Supper Club LA

Haru is known for innovative Japanese cuisine with dishes such as lobster mango ceviche and spicy sirloin steak. With the offi cial launch of Haru’s on-site event services department, it will now be known as a highly sought-after meeting and event venue, too. With private rooms and full buyout available, Haru Sushi can host lunches and dinners for as few as eight up to special events for more than 200 guests at several of its seven locations across Manhattan. Haru will also continue its highly successful off-premise catering and turnkey events services offerings. (646.596.0603, www.harusushi.com)

Haru Sushi Launches On-Site Events Program

Bring creativity to life with CORT’s exclusive Endless CollectionTM, a modular seating

system designed to fit any event space or party theme. With seating so versatile,

the possibilities are truly infinite.

Infinite ideas.

SENIOR VICE PRESIDENT OF SALES & MARKETING Robert FitzgeraldCHIEF FINANCIAL OFFICER, CHIEF OPERATING OFFICER David MicciullaMARKETINGMARKETING MANAGER Aram FischerMARKETING ASSISTANT Michael MarvinPRODUCTION & CIRCULATIONDIRECTOR OF PRODUCTION & AUDIENCE DEVELOPMENT Rebecca Pappas AUDIENCE DEVELOPMENT MANAGER William O’DriscollNEW MEDIA COORDINATOR J.P. PagánEVENTSSENIOR EVENTS MANAGER Sheryl OlaskowitzOPERATIONSVICE PRESIDENT, CONTROLLER David LevineSTAFF ACCOUNTANT Shahla NasSENIOR DEVELOPER Wei ZhengASSISTANT TO THE C.E.O. Missy GoldbergBIZBASH NEW YORK646.638.3600, fax: 646.638.3601PUBLISHER Jacqueline GouldADVERTISING DIRECTOR Lauren StonecipherACCOUNT EXECUTIVES Erica Fand, Kristie HudsonBIZBASH BOSTON617.340.3914ASSOCIATE PUBLISHER Andrew CarlinBIZBASH CHICAGO312.436.2525PUBLISHER Susan BabinACCOUNT EXECUTIVE Julia KearneyBIZBASH FLORIDA305.808.3531PUBLISHER Ann KeuschBIZBASH LAS VEGAS702.425.8513ASSOCIATE PUBLISHER Jane YooBIZBASH LOS ANGELES310.659.9510PUBLISHER Hofi te HuddlestonSENIOR ACCOUNT EXECUTIVE Mandana ValiyeeBIZBASH TORONTOASSOCIATE PUBLISHER Michael Braun ACCOUNT EXECUTIVE Joshua HarrisBIZBASH WASHINGTON202.684.8743PUBLISHER Shelley GolinskyNEW YORK ADVISORY BOARDFelice Axelrod, SPECIAL PROJECTS, BLOOMBERG; Caryl Chinn, V.P,

CULINARY MKTG., KARLITZ & CO.; James Curich, PUBLIC RELATIONS

DIR., WILLIAM GRANT & SONS USA; Holly Duran, HEAD OF EVENT OPS.,

BLOOMBERG LINK; Howard Givner, EXECUTIVE DIR., EVENT LEADERSHIP

INSTITUTE.; Maneesh K. Goyal, PRESIDENT, MKG PRODUCTIONS; Robin Hall, SENIOR V.P., MACY’S PARADE & ENTERTAINMENT GROUP; Meryl Hillsberg, EVENT MANAGER—NEW YORK CITY CAMPAIGN, UJA FEDERATION

OF NY; Ben Hindman, EVENTS MANAGER, THRILLIST; Audrey Issac,

DIR. OF SALES & MARKETING—EVENT & CONFERENCE SERVICES, AMERICAN

MUSEUM OF NATURAL HISTORY; Jennifer Leto, SUPERVISOR, EVENTS

& ADMINISTRATION, HESS CORP.; Susan Mazo, V.P., CORPORATE

COMMUNICATIONS, WARNER MUSIC GROUP; Danielle Menache,

MANAGING DIR.—GLOBAL HEAD OF MKTG. EVENTS, ALLIANCEBERNSTEIN

L.P.; Dara P. Richardson-Heron, MD, C.E.O., SUSAN G. KOMEN FOR

THE CURE, GREATER NEW YORK CITY AFFILIATE; Sandra Santiago-Marinello, DIR. OF EVENTS & SPECIAL PROJECTS, LOUIS VUITTON NORTH

AMERICA; Amy Sinclair, MANAGER, EVENTS, ROBIN HOOD FOUNDATION;

Mark Veeder, CEO & EXECUTIVE CREATIVE DIR., EVENTQUEST

LOS ANGELES ADVISORY BOARDDenise Cannon, V.P. & DIR. OF AVIATION, JACK MORTON WORLDWIDE;

John Chuck, C.E.O./OWNER, ELS; Hollace Davids, SENIOR V.P. OF

SPECIAL PROJECTS, UNIVERSAL PICTURES; Paul Dreher, ASSISTANT DIR. OF

CATERING, THE BEVERLY HILTON; Marc Friedland, FOUNDER/CREATIVE

DIR., CREATIVE INTELLIGENCE, INC.; Hillary Harris, DIR., WARNER BROS.

STUDIOS SPECIAL EVENTS; Heather Hope-Allison, OWNER, TIL PR-THE

BUZZ GIRLS; Judy Levy, CO-OWNER, LEVY PAZANTI & ASSOCIATES; David Merrell, OWNER/CREATIVE DIR., AOO EVENTS, INC.; Mary Micucci,

FOUNDER & PRESIDENT, ALONG CAME MARY PRODUCTIONS; Ellen Pazanti,

CO-OWNER, LEVY PAZANTI & ASSOCIATES; Patricia Ryan, PRESIDENT,

PARTY PLANNERS WEST INC.; Heather Shuemaker, DIR. OF MKTG. &

SPECIAL EVENTS, SAKS FIFTH AVENUE; Mike Stern, EXECUTIVE V.P., CLASSIC

PARTY RENTALS; Katy Sweet, PRESIDENT, KATY SWEET & ASSOCIATES INC.;

Mindy Weiss, OWNER, MINDY WEISS PARTY CONSULTANTS; Cyd Wilson,

DIR. OF CREATIVE DEVELOPMENT, PEOPLE/IN STYLE

Marketing and Advertising Programs: [email protected]®2010 BIZBASH IS A REGISTERED TRADEMARK OF BIZBASH MEDIA INC. ALL RIGHTS RESERVED. REPRODUCTION WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS STRICTLY PROHIBITED.

BIZBASH

The New York Helmsley Hotel is the place to

meet in the heart of New York. Whether it’s

an intimate business setting for an executive

board meeting, or a larger space for a

conference or banquet, we’re always in a

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WHERE THE CITY THAT NEVER SLEEPS, SLEEPS.

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Room Name Dimension Sq. Ft. Ceiling Rounds Reception Theater Classroom Conference U-Shape Height

The Seville 39’ X 50.5’ 1915 8’2” 100 175 130 80 40 40

Union Square 15.7’ X 24.9’ 453 9’6” 40 45 30 22 20 22

Kips Bay 15.7’ X 24.9’ 401 9’6” 30 40 25 15 16 12

Madison Avenue 12.6’ X 30’ 359 27’3” 30 40 20 15 18 n/a

Murray Hill 12’ X 30’ 360 8’9” n/a n/a n/a n/a 14 n/a

Gramercy 27.5’ X 32’ 893 9’ 60 70 55 51 20 25

Flatiron 11.6’ X 33’ 578 9’ 30 40 40 18 20 n/a

“Every successful meeting begins with introductions. Allow me.”

Beauty is in the eye of the beholder. Behold, more than 6,000 square feet of meeting space, 7 unique rooms, and the all-new Millesime restaurant. And, if you think the Carlton looks good in the capacity chart and these photos, take a tour. We’re Midtown Manhattan, and ready when you are.

88 Madison Avenue • New York, NY 10016

212.532.4100 • car l tonhotelny.com

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I hate the word trendy. It’s one of those terms that can say more about the person using it than the thing it’s supposed to describe. For some people, what’s trendy is what’s already too popular; for others, it’s the new thing they don’t quite understand yet. For many, trendy suggests something is inauthentic—people always seem to pronounce the word with a note of condescension.

It’s like when someone says, “You’re so hip!” They think they sound self-deprecating (“I can’t keep up with fashion/music/whatever!”), but often it’s a backhanded compli-ment (“I don’t have time for such silly things, but it’s cute that you do!”).

The fact is, what you consider trendy often depends on where you are on the coolhunting/early-adopter scale. (My apologies if you fi nd those terms equally ob-noxious.) As connotation-ridden as trendy is, often its meaning is too hard to pin down. So the word is banned from these pages. (See also: party planner, fashionista.)

But you’re likely to fi nd its root, trend, here a lot. We—the editors and you readers, too, not to mention your guests—are obsessed with trends. We want to know what’s current, what’s new, what we need to move on from before everyone else is doing it, what we need to move on to. The nature of the event business requires you to stay on top of what’s happening in food, design, entertainment, technology, art, theater, and pop culture, so you can create experiences that feel current and ahead of the curve.

Identifying trends was our prime directive in putting together our Best of 2010 package. In ad-dition to showcasing some of the cleverest ideas

we saw, we wanted to tell the story of this year for the industry. What were the obsessions, co-incidences, and innova-tions that characterized

events in this particular moment? How did the top minds adapt to the new products, cultural infl uences, and economic constraints of the day?

We hope the 15 pages of photos, case studies, and comments from industry folks—and the stories in the rest of the issue—tell that story, from food trucks to social media to event makeovers, and give you some ideas for 2011 as well.

There’s also value in questioning some trends, as Ted Kruckel does in his column on the unproven marketing value of promotional Twitter messages.

One trend we should all be happy to see is a growing sense of optimism for the event busi-ness. In a survey of readers we conducted online in September, 77 percent chose bullish responses when asked to describe the economic state of the industry. Meanwhile, spending appears to be rising: 41 percent of readers said their September 2010 budgets were up from September 2009 lev-els, 28 percent said their budgets were fl at, and 31 percent reported reduced spending.

For another take on ’10, we asked our bu-reau chiefs to describe 10 highlights in their markets—the groundbreaking local venues, new events, and innovative ideas that kept them excited about covering this industry at this time. You’ll fi nd their commentary on BizBash.com in December. —Chad Kaydo

ON BIZBASH.COM

10 highlights of 2010 from each of our local markets

From the Editors

In the Trend TrenchesHow do you sum up a year?

You could call the Ace Hotel trendy, but I call its restaurant, the Breslin, my favorite current lunch spot.

Thrillist’s party during the New York City Wine & Food Festival had a beer-and-bourbon theme. I’m a fan of both, but we’ve all seen enough bacon on event menus for a while, no?


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Readers’ Forum “Dessert inside a balloon. Guests are

given a pin to pop and eat.”Bryan Rafanelli, owner, Rafanelli Events, Boston

“I’ve seen many events make use of the service staff to tie elements into the branding or theme. At Ubisoft’s launch event, [staffers wore] Revenge of the Nerds costumes with taped rimmed glasses, ‘Hello My Name Is NERD’ nametags, and bow ties. The servers have a lot of interaction with the guests and almost act as live, moving decor.”

Alison Slight, managing director, Candice & Alison Luxury Event Management, Toronto

“The increased focus on security and event- professional responsibilities after crashers made it into the White House last year.”Alison Bossert, senior vice president, special events, Columbia Tristar Marketing Group, Los Angeles

“One of my favorites ideas is the cheesecake ‘ice cream’ cone, where there is a soft center of whipped fl avored cheesecake inside a miniature sugar cone. It eliminates the intense labor of scooping out ice cream during an event, and you don’t have to worry about melting. Guests also love the surprise of biting into cheesecake instead of ice cream.”

Pasquale Ingenito, executive chef, Windows Catering Company, Washington

“Virtual events. I love the Virtualis Convention Center in Second Life. It is a virtual environment for trade shows, meetings, and even virtual banquets, dances, concerts, etc.”

Patti Shock, professor and director of distance learning, Harrah College of Hotel Administration, University of Nevada

“PDA marketing. More than ever, the event industry has taken to the PDA airwaves to promote and update events, meetings, and trade shows. Within seconds, text message updates can get to attendees. You also gain a database to market next year’s event.”

Dargan Watts, director, Birchmore Group Inc., Orlando

“I loved the Leukemia Ball’s use of handheld wireless devices. They were given to

bidders, enabling them to track their bids as the evening progressed.”Ron Bracco, creative director, events, Hargrove Inc., Washington

Compiled by Claire Hoffman

What was the best idea you saw in 2010?“Throughout the Remarkable Indonesia gala’s seated dinner, the event touched on different aspects of Indonesian culture. The fi nale of the evening was when every guest was brought an angklung—an instrument made of bamboo tubes—that played a single note. A music director on stage directed us in a performance. As we were playing, we realized it was an Abba song! The angklung was also a gift to take home.”

Barbara Blauhut, director of special events, WETA Public Television & Radio, Washington

“Showtime’s Nurse Jackie RX Games event concept. From the event title to the tournament activities to the idea of engaging and rewarding real nurses for the second-season launch, it was brilliant and certainly targeted to a deserving audience.”

Jenny Powers, vice president of special events, National Multiple Sclerosis Society, Southern New York Chapter

SURVEY SAYSWe asked readers for their take on this moment in the event business. Here are some highlights.

Methodology: The survey was conducted online from September 13 to 23 via a link shared with BizBash email newsletter subscribers and Twitter followers. The data here represents responses from 1,023 people who identifi ed themselves as event planners (who work in-house, on their own, or at fi rms) or owners or employees of venues or industry vendors.

ON BIZBASH.COMMore survey results regarding budgets, holiday parties, and industry staffi ng levels

How would you describe the current economic state of the event industry?

Are you haggling over prices more or less now (September 2010) than you were a year ago (September 2009)?

How would you describe your feelings about your long-term job prospects in the event industry?

We’re fully recovered and back to normal.

We’re through the worst of it, and we have settled into a new normal.

We’re just starting to recover.

We’re still in the thick of the downturn.

4%3%

32%

41%

20%

It’s going to get worse before it gets better.

Haggling more

Haggling about the same as a year ago

35%

10%

55%

Haggling less

I’m cautiously optimistic.

27%17%

2%

54%

I’m terrifi ed.

I’m a little worried.

I’m very optimistic.

New Jersey

99 EAST 52 STREET NEW YORK CITY 212.754.9494 FOURSEASONSRESTAURANT.COM

INSIDE EDGE

Eat Pray Love Coffee

Macelleria Hosts Wine & Food Fest’s Charcuterie 101

Nuage Designs Opens New York Showroom

Fourth Dimension Events Goes 3D

27 bizbash.com winter 2010–2011

The Scout


To add a wintry look to end-of-the-year gatherings, Ice Bulb (877.423.2852, icebulb.com) offers decorative curtains made of frozen water. A machine cuts ice into gemlike cubes, which the company

hand-strings onto cables suspended from trussing. Curtains can be made in any length and height. If used indoors, the pieces last about fi ve hours; a con-

tainer below collects drips. Ice Bulb is based in Southern California, but works nationwide and in Canada. While pricing depends on the size of each piece, strands typically cost $140 to $180 each, plus more for assembly and delivery. —Lisa Cericola

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holiday party ideas

28

New on the Menu

Seasons’ EatingHere are fi ve passed bites for holiday gatherings of all types. By LISA CERICOLA

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Tourtière strudel with mustard pickle from Jamie Kennedy Event Catering (416.362.1957, jamiekennedy.ca) in Toronto

Cranberry maple salmon with pink peppercorn sauce in toast cups from Good Gracious! Events (323.954.2277, goodgraciousevents.com) in Los Angeles

Chocolate sorbet popsicles on a bed of crushed peppermints from Limelight Catering (773.883.3080, limelightcatering.com) in Chicago

holiday party ideas

Basil-breaded smoked turkey “fi ngers” with honey orange marmalade and pomegranate seeds from Great Performances (212.727.2424, greatperformances.com) in New York

Goat cheese lollipop truffl es rolled in crushed pistachios, sun-dried tomatoes, and other toppings from Windows Catering Company (703.519.3500, catering.com) in Washington

Years in Business2000 - 2010

30 bizbash.com november/december 2010

holiday party ideas

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Toasting glasses, 85 cents, available in Southern California from Town & Country Event Rentals (800.899.2620, townandcountryeventrentals.com)

Ruby Braid glass,

pricing varies, avail-

able nationwide from Classic Party Rentals (310.764.0373 ext. 316, classicpartyrentals.com)

Paloma fl ute, pricing upon

request, available in New York from Party Rental Ltd. (201.727.4700, partyrentalltd.com)

Spiegelau champagne

coupe, $3, avail-able in Toronto from Chair-Man Mills (416.391.0400, chairmanmills.com)

For Rent

Serve in StyleMake end-of-year gatherings feel festive with these glasses and tasting vessels. By LISA CERICOLA

Bella gold champagne

fl ute, $1.95, available in

New York from Something

Different Party Rental (973.742.1779, somethingdifferentparty.

com)

Mini fry basket, $2, available in Toronto from Exclusive Affair

Rentals (416.759.2611, exclusiveaffair.com)

Voss clear plate, pric-ing upon request, avail-

able in New York

from Party Rental Ltd.

Teardrop spoon, $1.75,

available in Toronto from Chair-Man Mills

Mini leaf plate, 55 cents, available through-out South Florida from Atlas Party Rental

(561.547.6565, atlaspartyrental.com)Seven-inch oyster plate, pricing

varies, available nationwide from Classic Party Rentals

White oval tasting spoon, $1, avail-able in New York from Something

Different Party Rental

Small Plates

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Kim Swift and Andrew Stevens met while studying advertising at the University of Texas at Austin. The two became friends and collaborated on a “rollerglam prom” at a local roller rink. They created a poster campaign, sold tickets, and made sure the party was well attended (Stevens says all the advertising students came) and well executed. Little did they know this would be the beginning of their career in events.

After graduating, they moved to New York in 2005 and found jobs, Swift at a boutique design fi rm, and Stevens at advertising agency BBDO. “We would work until 6 or 7 p.m., then we’d work until midnight on our own projects, like branding campaigns for musicians or art directing photo shoots,” says Stevens. They also threw elabo-rately themed parties for friends, like a bacchanalian celebration in a Brooklyn backyard, complete with sod, tents, and backlighting. “We were indirectly learning about

events—lighting, getting everything set up before the guests arrived, making sure the night had a perfect peak of energy,” he says.

In a strange twist of fate, Stevens and Swift were laid off from their full-time jobs on the same day, due to the economy. They took it as a sign and decided to become their own bosses, launching brand experience agency We Came in Peace (wecameinpeace.org) in early 2009. They have worked with Virgin Mobile, Schick, and Microsoft, among others.

While they collaborate on the look and feel of their projects, Swift handles the production side of things and Stevens is in charge of public relations. They also work with companies specializing in services ranging from architectural design to video projections. “They bring the brains and technology to our dreamier ideas,” says Stevens.

After the fi rm pitched the idea of bringing together a group of

young street performers hand-picked from across the U.S., Virgin Mobile hired them to do just that at the 2009 Virgin Mobile Freefest outside of Washington. For three days, the Busker Brigade raised money for Virgin’s youth homeless-ness initiative, and then performed on a stage created by We Came in Peace and EFGH architectural design studio, which was covered in 300 traffi c cones.

“Andrew and I are focused on the experience,” says Swift. “We want to fully immerse people in an environ-ment. It’s not just a party with free booze; it’s about sharing an experi-ence with a brand, or whatever the message or product is, and making that experience something different and special.” Stevens adds, “We want people to come in and see some-

thing they have never seen before and be affected by that.”

During the Marfa Film Festival in May, the duo partnered with BMF Media to create the Filling Station, a pop-up Café Bustelo lounge complete with a custom 20-foot heart-shaped bar and planters, lighting fi xtures, and other items made of coffee cans.

“They created a unique lounge in the middle of this bizarre and beau-tiful little town that added to the magic of Marfa and the fi lm festival,” says John Paul Souto, vice presi-dent of marketing and co-owner of Rowland Coffee Roasters Inc. “They surprised me with their creativity, talent, and their interesting way of looking at things. On top of all of that, they are lovely and fun to work with.” —Lisa Cericola

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Healthy Cooking ClassesGer-Nis Culinary and Herb Center (347.422.0337, ger-nis.com) offers classes focused on seasonal, local fare and healthy living. The 2,000-square-foot Park Slope venue is divided between a loft space and an open kitchen, where 24

people can gather to cook. Lessons

include bread and herbal cocktail making, and recipes based around a group trip to the green market. Private classes are available for 10 or more; pricing ranges from $40 to $50 per person. The center can also be booked for all-day meetings or events. —L.C.

Kim Swift and Andrew Stevens

TEA MBU I LDI NG

LIVING DESKTOP DECORBrooklyn-based Twig Terrariums (twigterrariums.com) creates “small worlds” encased in antique, vintage, and new glass containers. Owners Katy Maslow and

Michelle Inciarrano use the vessels to house vignettes of greenery, stones, and minia-ture fi gurines ranging from

cows to people to fairies. Each

terrarium is unique, and prices vary with size; small styles cost around $50. Custom pieces are available, and delivery to a home or offi ce in New York is $25. —L.C.

GI FTS

The MessengersThe self-trained pair behind brand experience agency We Came in Peace is putting its witty, on-message stamp on events for a growing roster of clients.

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Idea File

PROGRESSIVE STAGESHere’s a look at innovative designs from concerts, fashion shows, and other events. By LISA CERICOLA

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The MTV Movie Awards in June had a dynamic set with layered projection screens designed by Consortium Studios and lit by Triphoton City.

For a June fund-raiser benefi ting Design Industries Foundation Fighting AIDS, Chicago’s Kehoe Designs created a platform with a giant, illuminated wall that framed a video screen.

At Marc Jacobs’s spring 2011 show, a lamp-shade-shaped bronze structure acted as the entrance to the catwalk.

For the Council of Fashion Designers of America’s annual awards in June, scenic designer Scott Pask made a backdrop shaped like Richard Serra’s sculpture “Torqued Ellipse IV.” Producers projected video onto a central cylinder and two wing walls.

For this summer’s National Scout Jamboree in Virginia, celebrating the Boy Scouts of America’s 100th anniversary, CorporateMagic Inc. created a 395-foot-long stage with three massive LED screens and eight fl aming cauldrons.


A New Way to Fill SeatsCharityHappenings (charityhappenings.org), an online calendar of fund-raisers, now allows nonprofi ts to promote events and

sell tickets. Planners create a customized ticket-ing Web page with details about the event, plus

other information such as auction items or the organization’s mission. While the service itself is free, CharityHappenings charges 99 cents plus a 3 percent fee per attendee (up to $7.49) at the point of sale. For the time being, tickets can be purchased in American dollars, but the com-pany says a Canadian version is coming soon. —Lisa Cericola

From making unexpected use of celebrity spokespeople to employ-ing superhero statues, here are a few clever ways to increase sponsor vis-ibility at trade shows.

At America’s Beauty Show in Chicago, producers ensure that spon-sors’ presence extends beyond the show fl oor. “We work with major ex-hibitors to offer an overall program to incorporate within their trade show strategy,” says Paul Dykstra, C.E.O. of Cosmetologists Chicago and America’s Beauty Show. Besides their booths, sponsoring manufac-turers who exhibit are invited to brand key cards for hotels associated with the event. Sponsors can place products such as shampoos, conditioners, and face washes in attendees’ rooms at these properties.

Sponsors are also invited to host press lounges that surround the show fl oor, where they can speak directly to beauty editors who come

to the show. Key exhibitors are also able to sponsor so-called V.I.P. “clos-ing lounges,” or meeting rooms off the fl oor. In the rooms, companies can serve snacks or cocktails, show videos, and brand the space with decor of their choosing. Some com-panies have also opted to provide services, such as manicures or hair-styling, within the rooms.

In August, the BlogHer confer-ence drew about 2,500 bloggers to the Hilton New York, where the three-day event had a traditional trade show setup. “We really tried to fi nd creative ways to integrate our

sponsors, so they weren’t just a booth on the fl oor,”

says San Francisco-based director of events Lori Luna.

In addition to branding promi-nent signage, some BlogHer spon-sors used celebrities to engage the crowd, both on and off the fl oor. Sara Lee called on Top Chef star Padma Lakshmi to judge a sandwich-

making contest. Tropicana hosted a breakfast and enlisted spokesper-son Bruce Jenner—former Olympic athlete and currently on Keeping Up With the Kardashians—to pour its newest fl avors at a juice bar. “When they saw the reality TV stars, people went nuts, especially on Twitter,” says Luna. “We knew we’d get at-tention on blogs, but we also had 100,000 mentions on Twitter on the fi rst day alone.”

As director of strategic accounts at Reed Exhibitions, Lawrence Set-tembrini works with the sponsors of New York Comic Con, which takes place at the Jacob K. Javits Center. “It’s a fairly young show in a large building, and we initially had

concerns about fans fi nding their way through the [venue],” says Set-tembrini. “Our solution was to sell a sponsorship to a company that builds scale statues of superheroes.”

Producers placed the statues at key locations throughout the building, and referred to them in directions. “For example, we provide instructions to our conference and panel areas as such: ‘Head to the Superman statue in the north concourse, then take the escalators down to the fi rst fl oor,’” says Set-tembrini. “It’s a pretty simple concept that resulted in sponsorship revenue, helped our attendees navigate the building, and provided a photo op-portunity.” —Jenny Berg

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TICKETI NG

At the BlogHer conference, celebrities like Padma Lakshmi participated in events.

What are clever ways to integrate trade show sponsors?

New from rental company FWR Rental Haus (877.637.3744, fwrental.com), the paillette bar adds a shiny touch to events. The piece, which comes in

aqua and silver, can be confi gured as a 12- by 10-foot four-sided rectangular bar, or a 12- or 8-foot single-sided bar. For an addi-

tional charge, the paillettes can be used to spell out the name of a company or event. The bar is available nationwide, and pricing starts at $750. —L.C.

RENTAL

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Forecast

The AppLounge at the 2010 London Design Festival featured a curated selection of ebooks, MP3s, and online services. The sleek pop-up is a stylish example of how to showcase digital products.

1.

For the Hotel Plaza Athénée Paris’s (plaza-athenee-paris.com) new winter menu, head pastry chef Christophe Michalak created “Chestnut,” a rum baba with vanilla chantilly cream, spiky points of meringue, and chestnut Bavarian cream.

2. Ideal for events without bartenders, Vino Solo combines a 187-milliliter bottle of wine with a plastic drinking fl ute. It’s available through Philadelphia-based KDM Global Partners (215.509.7500, kdmglobalpartners.com). Custom labels can be made with a company’s logo.

6. Central Florida-based paper goods company Rifl e Paper Co. has a charming blog (rifl emade.squarespace.com) where owner Anna Bond shares her latest projects and design obsessions, from vintage book covers to retro interiors.

Whether in shades of tangerine, pumpkin, or—as Pantone calls it—“coral rose,” orange was one of the hottest color trends during the spring 2011 shows at Mercedes-Benz Fashion Week.

4. Available November 16, the Food Network South Beach Wine & Food Festival Cookbook from Clarkson Potter commem-orates 10 years of the festival

with chef interviews, recipes, and other behind-the-scenes tidbits from director Lee Brian Schrager.

10.Three feeds worth following on Twitter:

The Design Observer Group (@designobserver) delivers newsy updates on worldwide “design, culture, change.”

For cultural, political, and just plain inspirational tweets, Yoko Ono (@yokoono) fi ts the bill.

Zappos C.E.O. Tony Hsieh (@zappos) mixes thoughts on marketing and business with daily (often funny) musings.

7. The long-gestating Broadway show Spider-Man: Turn Off the Dark (spidermanonbroadway.marvel.com), directed by Julie Taymor—known for her groundbreaking spec-tacles—with music by Bono and the Edge from U2, debuts November 14 at Foxwoods Theatre in New York.

8. 9.

On My Radar“The chic fashion line Leroy and Perry (leroyand perry.com) has delighted me in spades with its

inventive reuse of soda cans this fall. The fi ne sprays of sequins that give a little sparkle to a new line of shift dresses are, in fact, fashioned from recycled pop cans. Super cool, right?” David Stark, president and creative director, David Stark Design and Production, New York

11.

Ideas, products, and just plain cool stuff to have on your radar. By LISA CERICOLA

The Lacoste Show

3. Ideal for meetings and presentations, the Edifi er Soundbar USB ($49.99, available at store.apple.com in December) is a 10-inch speaker that con-nects to a laptop through a USB port and emits stereo-quality sound.

5. Running from November 17 to May 15, 2011, at New York’s Museum of Arts and Design (212.299.7777, mad

museum.org), the “Global Africa Project” is an ex-tensive exhibit of contemporary Af-rican art, design, and craft, as well as an exploration

of the socioeco-nomic impact of

art-making in local communities.

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Simply No Comparison

146 East 37th Street, NYC 10016 | t 212 764 3188 | [email protected] | www.thomaspreti.com


The Takosher (takosher.com) bills itself as the nation’s fi rst certifi ed glatt kosher taco truck. Menu items include the “Original Brisketaco,” braised

and slow-cooked with chili sauce, sauerkraut, and raisins. Or for vegetarian guests, “El Fujitas” is baked tofu

marinated in mesquite and garlic, then sautéed fajita-style with grilled peppers and onions and a squeeze of lime. The truck started roaming the streets in September and is available for event booking. —A.D.

Jay Michael may have just launched his new fl oral company, Mr. Michael Presents...Designed (323.839.2772), but his creative work with fl owers began early. As a kid in Castle Rock, Washington, Michael grew and produced his own blooms in local greenhouses. While studying horticulture and plant physiology at the Seattle Floral Design Institute, he improved his knowledge and work, and went on to handle design accounts and corporate events in Seattle. He moved to Los Angeles in 2002 to take a job at Eric Buterbaugh Design, where he worked for more than fi ve years.

In April, he launched Mr. Michael, where he combines plant physi-ology and design to create one-of-

a-kind looks. Pieces include hypericum berries strung on wire for a helixlike look, and calla lilies sculpted into ring shapes. “My background relates to my current work because often in my sculp-tures and fl oral fashion I disassemble product,” he says. “To form other struc-tures, it’s necessary to know the vascular and molecular makeup. [You need to] be able to pick the proper variety to successfully build the project after deconstruction of the original.”

Michael calls his style “modern with a romantic edge.” He now works on events of varying sizes,

from movie premieres to weekly house accounts for the likes of Disney. His work ranges from classic arrangements to headpieces for

the runway and dresses for edito-rial shoots made completely out of fl owers.

Michael created under-water displays of roses for French Connection’s fall collection cocktail party at the Soho House in West Hollywood in August. “His avant-garde arrangements were artistic, sophisticated, and enhanced the overall aesthetic of our event,” says Shadow PR co-president Lisette Sand-Freedman, whose company tapped him for the job. —Alesandra Dubin

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Fresh FaceLos Angeles

ARTS AND SCIENCE Drawing from his background in plant physiology, Jay Michael designs avant-garde fl oral creations.

CATERI NG

Jay Michael

A sculptural arrangement of Amaryllis, roses, and calla lillies for a private dinner

A NEW SOURCE FOR THEMED BASKETSAsweeT (310.860.9265, asweetonline.com) is a clothing and candy boutique in Beverly Hills that offers apparel for

men, women, and children in

a fanciful setting, plus a vast array of confections. To treat a special client or guest, AsweeT customizes premade gift baskets to match a themed event, occasion, or palette. Large gift baskets start at $75, and small baskets start at $65. AsweeT also offers off-site event catering. —A.D.

A Kosher Food Truck

GI FTS

888.525.kool (5665)

kool.

event furniture + illuminated décor

www.koolpartyrentals.com


A Boutique Hotel Equipped for MeetingsJust a few blocks south of Rockefeller Center, Cassa Hotel & Residences opened in August with 166 rooms and suites. The contemporary site was designed by Ten Arquitectos and CetraRuddy and offers an array of areas suited for meet-ings and events. On the 10th fl oor, the 1,000-square-foot Cassa Suite is available for private receptions or small presentations; the space holds as many as 75 people. Scheduled for a December debut are Restaurant 1945, an eatery from Hotel Griffou co-owner Jesse Keyes, and a lounge and terrace on the eighth fl oor. (70 West 45th St., 212.302.8700)

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B)Fashion Week Tents Reconfi guredFollowing Mercedes-Benz Fashion Week’s inaugural run at Lincoln Center’s Damrosch

Park, the Big Apple Circus took over the tents and redeveloped the structure for its own uses. This year, for the fi rst time, the complex that houses the big-top tent for the show will also include venues for event rental. Available through January 9, 2011, the Event Tents include a 10,000-square-foot rotunda and a 7,500-square-foot open-plan space known as the Gold Room. Roy Braeger manages booking and provides on-site design and production. (West 65th St., between Columbus and Amsterdam Aves., 718.499.2782)

A Roomy Tiki Restaurant Among a wave of new venues with tiki-style motifs is the Hurricane Club, a modern Polynesian restaurant from Fourth Wall Restau-rants president Michael Stillman and chef/partner Craig Koketsu. Designed by AvroKO, the expansive 13,000-square-foot space is divided into a series of themed rooms, each sporting Pacifi c Island-inspired embellishments like rattan screens, brass leopard heads, forest-green banquette seating, hurricane lamps, and wallpaper modeled after Polynesian tattoo patterns. Rounding out the aes-thetic is Koketsu’s menu of Pacifi c Rim fare, a selection that includes pupu platters, Hawaiian poke, and large-group luau options like roast suckling pig or whole crispy big island fi sh. The Hurricane Club offers 250 seats and areas for private events. (360 Park Ave. South, 212.951.7111)

By ANNA SEKULA

VenuesNew York

A New Pretheater Entertaining Spot Conceived as a sister restaurant to Los Angeles fl agship Patina, the Patina Restaurant Group’s newest East Coast offering is Lincoln, an eatery at Lincoln Center helmed by Per Se’s former chef de cuisine Jonathan Benno. Designed by Diller, Scofi dio & Renfro, the team that redid Alice Tully Hall, the glass-enclosed pavilion is intended to complement other areas of the Upper West Side campus, and a 7,200-square-foot grass-covered roof is open to the public. Inside the mul-tilevel space, Lincoln serves Benno’s menu of Italian fare to a 111-seat dining room, 44-seat lounge, and sev-en-seat bar. Also on site are a private dining area for 16 and outdoor seating for 28. (142 West 65th St., 212.359.6500)

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New York Meeting Venues

MEETING POINTEvents may get the lion’s share of unusual venue options in New York, but an increasing number of unique facilities are popping up for corporate powwows. By ANNA SEKULA

Backal Hospitality Group, run by sea-soned industry pro Arthur Backal, op-erates Apella (450 East 29th St., 2nd Floor, 212.706.4100), a modern new meeting space that opened inside the Alexandria Center for Life Science in October. Designed by architectural fi rm Bentel & Bentel, the 16,000-square-foot space is fi lled with a number of thoughtful amenities and artfully hidden touches, includ-ing power connections embedded in the 22-seat boardroom table and conference desks, open communal kitchen areas, and walls mounted with oversize whiteboards. Among the 10 spaces at Apella, the largest is a 2,480-square-foot room that seats 250 theater-style or holds 300 for

receptions. Tom Colicchio’s Riverpark (450 East 29th St., 212.729.9790), which occupies a space on the fl oor below Apella, is the exclusive cater-ing partner.

Another new venue created by hospitality veterans is Maritime Parc (84 Audrey Zapp Drive, Jersey City, N.J., 201.413.0050), a trilevel restau-rant and event space owned and run by two former employees of the Glazier Group—executive chef Chris Siversen and executive vice president Marc Haskell. The 30,000-square-foot site, which sits on the water-front of Jersey City’s Liberty State Park, has two fl oors for face-to-face functions. The

Sky Room, which sits on the second level, is the larger of the two, offering a cloud-inspired ceiling treatment and room for receptions of as many as 600 or seated events of 450.

Groups looking for an intimate, more relaxed setting can head to the Scholastic Penthouse Suite (557 Broadway, 212.343.6215), the latest space offered for events in the book publisher’s SoHo headquarters. The elegant duplex, complete with con-temporary furnishings and a terrace, is suited for sit-down functions as well as receptions and seats 24 or

holds 75 standing. As with the other venues in the building, Scho-lastic provides on-site

catering and a full in-house produc-tion team.

For a combination of teambuild-ing and brainstorming, the 80,000-square-foot facility of Pole Position Raceway (99 Caven Point Road, Jersey City, N.J., 201.333.7223) offers two tracks for indoor kart racing, as well as three private meeting, din-ing, and entertaining areas. Among these spaces is the track-adjacent, 450-square-foot conference room dubbed the Speedway Paddock, which comes equipped with fl at-screen monitors and presentation technology. The newest branch of the venue chain that started in Los Angeles, this Jersey City locale was scheduled to open in November.

ON BIZBASH.COM

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Living HistoryAs part of the fi ve-year transformation of the Natural History Museum of Los Angeles County in Exposition Park, a dramatic event space opened in July: The Haaga Family Rotunda holds 250 for receptions or 120 for seated events. Lined with marble columns and topped by a stained-glass dome and coffered ceiling, the room houses the fi rst piece of public art funded by Los Angeles County: a Beaux-Arts statue titled “Three Muses,” which represents the disciplines of art, history, and science. With glass doors that overlook the park, the rotunda may also be used in conjunction with the Exposition Park Rose Garden. (900 Exposition Blvd., 213.763.3466)

Raw Space With a ViewThe raw Concrete Loft expanded in July. Now, it’s about 6,000 square feet with fl oor-to-ceiling views to the north, south, and east, including striking downtown vistas. The space has been used for photo shoots by Dior and Vogue, and is also available for event booking. The main area is 45 by 90 feet. The new expansion forms an L shape, connecting with another space that measures 35 by 60. There are 11-foot-high ceilings. A refrigerator, microwave, burners, and counter space allow for food preparation, and there are three bathrooms on site. (404 Wilshire Blvd., Suite 7F, 310.871.8004)

An Onstage ExperienceVinny Laresca’s latest undertaking is 5,000-square-foot nightclub Premiere, which opened in September. The space opened as a midcentury Spanish theater inspired by the works of Gaudí and Dalí, but the venue will undergo revivals and reopen-ings as the seasons come and go. There’s room for 210. The venue aims to create the feel of a theater, with props, staging, and theatrical details. Kristofer Keith

designed the space, which is bordered by arches, raised seating, and a 100-foot-long bar. Opposing stair-cases lead to a second level, which overlooks the dance fl oor and DJ booth. The upper level has an addi-tional full-service bar, as well as balcony seating. The venue has room for 410. (1710 Las Palmas Blvd., West Hollywood, 323.978.0730)

By ALESANDRA DUBIN

VenuesLos Angeles

A Restored IconThe former Los Angeles Stock Exchange building has reopened as Exchange LA, a nightlife and event venue with Art Deco character and original historic elements. After a $5 million retrofi t and restoration, the space began booking private events in June and is available for buyout with room for 1,000 people; permits can increase that num-ber by several hundred. The entire venue is 25,000 square feet and in-cludes four stories and four bars. (618 South Spring St., 213.627.8070)


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Los Angeles Meeting Venues

Meet RightWhen gathering a group to talk business, try one of these new spots, whether the occasion calls for traditional hotel space or a more unusual setting. By ALESANDRA DUBIN

The JW Marriott at L.A. Live (800 West Olympic Blvd., 213.763.5483) added signifi cant new meeting space downtown when it opened in February, with three fl oors of stacked rooms. The nearly 100,000 square feet of indoor meeting and event space known as the Gallery Collec-tion includes the 25,086-square-foot Diamond Ballroom, the 20,792-square-foot Platinum Ballroom, and the 17,072-square-foot Gold Ball-room. There are 14,000 square feet of ancillary meeting space, including nine meeting rooms and three boardrooms.

Upscale movie theater chain Gold Class Cinemas launched in the U.S. in 2008, and opened its new-est location in Pasadena (42 Miller Alley, Pasadena, 626.639.2260) in December 2009. The venue offers a lounge and bar, plus dining. Each auditorium has 24 to 40 plush re-clining chairs in rows separated by eight feet for unobstructed viewing, and each chair has individual stow-age, as well as a silent call button for service. Gold Class is available for corporate buyout. The venue offers an international wine list, cocktails, and a seasonal menu

that includes fresh, local, organic ingredients.

The Music Box (6126 Holly-wood Blvd., 323.464.0808 ext.106), formerly known as the Fonda, has completed a signifi cant renova-tion. The venue was built in the ’20s and functioned as a playhouse and movie theater before being turned into a concert venue. The renova-tion makes the space highly fl exible and useful as unexpected meeting space, with a capacity of more than 1,000. The main ballroom holds 800 standing-room guests. The balcony overlooking it has room for 250, and the rooftop patio holds 300.

For an only-in-L.A. meeting expe-rience, Universal Studios’ latest ele-ment of its dream-making appara-tus rose from the ashes of a fi re that consumed the back-lot areas known as New York Street and Courthouse Square. The studio reopened a new and improved New York Street (100 Universal City Plaza, Universal City, 818.777.9466) in May, this time with distinctive neighborhoods carved out of its four acres. To make the

areas feel more like a big city, facade heights have been increased to new heights of 40 to 50 feet. There’s room for 5,000.

ON BIZBASH.COM

A directory of hotels, conference centers, and other meeting locations

Gold Class Cinemas

New York Street venue

Music Box

JW Marriott at L.A. Live

Our $150 million expansion is now complete! Host a party, fundraiser or wedding in our 25,000-square-foot Grand Ballroom, on the renowned Civic Auditorium stage, or in the exquisite Gold Room.

Plan a meeting in the renovated conference space or a trade show in the new 55,000-square-foot Exhibit Hall. With stellar service and innovative cuisine, every event is a masterpiece.

For your next event, the Pasadena Convention Centeris the place to make it happen.

Contact our team of event experts today at 626-793-2122 or visit us at pasadenacenter.com

©2010 Pasadena Convention Center

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EVENT REPORTS

Power of 10Prius enthusiasts dined in a spiral con-fi guration in Malibu on October 10 to celebrate the 10th anniversary of the vehicle—a 10th on 10.10.10.

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High GearDriven by a Facebook contest, Prius hosted its tenth anniversary on fi ve weeks’ lead time.

It’s not uncommon in Los An-geles to see environmentally

conscious cars commingling with luxury vehicles in event valet lines. But here’s one event that may have tipped the typical ratio. About 150 Prius enthusiasts, musicians, members of the press, and Toyota executives went to the home of Eric Wright at the Wright Organic Resource Center in Malibu on October 10 to celebrate the 10th an-niversary of the vehicle—a 10th on 10.10.10. Toyota engagement marketing manager Paul Czaplicki oversaw the event, which honored the winner of a Facebook contest to fi nd the most passionate Prius driver, Martin Esquenazi.

Czaplicki, who is based with Prius in Torrance, explained that the local location “was arbitrary, based on where the winner was located, so we didn’t know what city it would be in until the winner was chosen.” This left a lead time of about fi ve weeks to put together the event. “We knew the top 10 [fi nalists while the voting was going on], so we started contingency plans for all the cities. [While looking for venues], we discovered that 10.10 was a very popular day for weddings, so we were competing for real estate.”

The Wright Organic Resource Center offered sweeping views and also housed eco-minded workshops and presenters. Guests were given gift cards to purchase Wired apps related to sustain-ability. Workshop presenters included Eric Lloyd Wright (American architect and grandson of Frank), who spoke about sustainability and archi-tecture; Wired, which hosted a gadget lab with green tech products; and SHFT.com, which helped curate the art, music, and sustainable design products incorporated into the event.

After the workshops and presenters wrapped, guests sipped cocktails provided by Veev, while musical guests M.Ward and the Good Listeners, and Shepard Fairey—acting as DJ—entertained from a outside stage overlooking the ocean and rolling mountain views. The evening concluded with an alfresco candlelit dinner hosted by Outstanding in the Field, founded by chef and artist Jim Denevan. The meal included products

from the local farmers, producers, culinary artisans, and chefs from the region.

“The workshop component was new and well received. This audience was really eating it up, and it was great to see,” Czaplicki said of the program’s format. “It was a really fascinating cross-section of people who all have the same interest in technology, sustainability, and eco-conscious-ness.” —Alesandra Dubin

Prius 10th Anniversary EventCatering Outstanding in the Field

Lighting EnvirontologyPower, Sound Sustainable Waves

PR Evolutionary Media Group

Production Filter Media Group

Rentals, Set Design Animatic L.A.

LOS ANGELES

The event honored the winner of a Facebook contest for the most passionate Prius driver.

The event took over the home of Eric Wright at the Wright Organic Resource Center in Malibu.

Succulents and gadgets commingled in the party space.

About 150 Prius enthusiasts, musicians, members of the press, and Toyota executives celebrated on 10.10.10 in Malibu.

54

Guests participated in interactive workshops and activities.

Catering from Outstanding in the Field included products from local farmers, producers, and chefs.

PIPE&

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drapekings.com

30+ Colors and StylesHardware

Trade Show Booths

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NEW YORK CITYWASHINGTON DC

Holding CourtNike’s celebrity tennis exhibition drummed up U.S. Open excitement.

Pairing a corporate buzz-generating event with a charitable cause is a

must these days, but doing so in a way that comes off as both genuine and fi tting is a rare feat, one that Nike accomplished at its Primetime Knockout exhibition on Pier 54 on August 25. Unoffi cially kicking off the U.S. Open, the event paired Nike athletes—Roger Federer, Maria Sharapova, Rafael Nadal, and Victoria Azarenka (who fi lled in for an injured Serena Williams)—with celebrity doubles partners.

The charitable component came in the form of 200 amped-up, tennis-loving kids from four youth organizations, who were divided into Team Maria (City Parks Foundation), Team Nadal (The Urban Dove), Team Federer (New York Junior Tennis League), and Team Azarenka (Harlem Children’s Zone). After being bussed in courtesy of Nike, the kids got a chance to volley on the 48- by 88-foot Sport Court as the sun set, then took to the bleachers, rooting for their namesake athlete to win and posing for photos with courtside

commentator Serena Williams. Nike hosted a smaller version of the public

event, dubbed “Game, Set, NYC” in the Flatiron district last year, but this time wanted a larger execution. Tony Berger and Alison Kostas of Relev-ent headed up the production, setting up bleach-ers, concession stands, and retail, custom T-shirt, and photo op stations on the pier. Rain lingered throughout the day—a nerve-wracking monkey wrench for anyone hosting an outdoor event—but the skies cleared just in time for the 7 p.m. event, tagged “Lights On. Lights Out.” The game didn’t start until around 8 p.m., when the sky was dark and the court lights would have the maximum effect.

Mimicking a mini tennis arena, the court and its surrounding bleachers were privy to an only-in-New York backdrop, with views of the West Side Highway, the Hudson River, and New Jersey. “We wanted to give guests a unique New York Nike tennis experience in an unexpected location with

major impact,” Berger said. The light-hearted tennis

matches saw Azarenka and Giants defensive end Justin Tuck beat Nadal and his partner, model Bar Refaeli, while Sharapova and actor Bradley Cooper eked out a win over Federer and a lucky camper plucked from the audience.

Nike donated $30,000 to the youth organizations. —Courtney ThompsonPH

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Nike Primetime Knockout EventBleachers Seating SolutionsCarpeting, Astroturf Flemington Department Store

Catering, Tenting PTG Event Services

Lighting Frost LightingProduction Relevent Group L.L.C.

Venue Hudson River Park—Pier 54

NEW YORK

The 48- by 88-foot court comprised a custom engineered level deck, two layers of plywood, one layer of shock absorbing rubber, and a fi nal layer of Sport Court. Federer played with a

New York Junior Tennis League player after his unnamed celebrity partner canceled.

Two hundred kids from four youth organizations fi lled the event bleachers, singing and dancing before the exhibition began.


Triple PlayHBO staged three premieres for its new drama Boardwalk Empire: On the West

Coast, the gathering for 350 was designed as a national sales incentive for HBO’s internal digital network distribution team. The New York fete entertained an industry crowd of 1,000, while the Atlantic City affair was a consumer-targeted promotion for 500.

By ALESANDRA DUBIN & ANNA SEKULA

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The Peterson Automotive Museum supplied vintage vehicles from the 1920’s.

Guests tried their luck at casino games for a buy-in of $500 in play money.

Caravents produced the September 16 soiree on the Santa Monica Pier, with carnival lights, supper club-style lounges, and gaming tables.

Carnival-style entertainers greeted guests at the entrance.

Signage evoked Prohibition-era posters.

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A large sign of the show’s name marked the entrance to the New York premiere party, which was produced by Invision Events at Rockefeller Center on September 15.

Atlantic City

New YorkAs a playful nod to Boardwalk Empire’s central character, Nucky Thompson, a cigarette girl handed out red carnation boutonnieres to arriving guests.

The 40-foot-long bar was resurfaced with vintage posters from 1920s Atlantic City.

To reference the seaside town, the buffet included lobster tail, steamed mussels, and king crab legs.

The 1,000-person bash was spread across Rink Bar, Sea Grill, and Rock Center Café.

The study at One Atlantic was turned into a gambling den with a live cigar roller.

HBO’s marketing team worked with Civic Entertainment Group and venue One Atlantic to produce the 500-person bash on September 16. Vince Giordano and the Nighthawks Orchestra performed for the crowd.

ON BIZBASH.COMMore photos and ideas from these events


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Playing TagChanel decorated its revamped SoHo store with digital graffi ti for the reopening bash.

On September 9, the fi rst day of Mercedes-Benz Fashion Week,

Chanel marked the reopening of its Peter Marino-redesigned SoHo store with a two-part event meant to capture the vibe of the boutique’s downtown locale. Chanel designer Karl Lagerfeld held court, drawing the likes of Sarah Jessica Parker, Blake Lively, and Diane Kruger, to a 500-person cocktail party and an intimate dinner that followed at 82 Mercer Street.

The French fashion house was celebrating the new store as well as Lagerfeld’s fall campaign, which was shot on the nearby streets. KCD senior vice president of production Keith Baptista and vice president of production Tobi Armstrong worked with Rebekah McCabe, Chanel’s senior vice presi-dent of public relations, and her associate, Arianne Gold, to take full advantage of the new 4,200-square-foot boutique and incorporate visual and interactive elements.

Because the store redesign was the focus of the party, the production team erected two black tents at the corner of Wooster and Spring streets to leave most of the store free of additional decor elements. “We had to fi nd a way to install this structure in a very busy area of SoHo,” said Baptista. “We presented several plans to the mayor’s special events offi ce until the city was satisfi ed that the project did not majorly impede normal activities in the neighborhood.”

The interior of the wall of the temporary fabri-cation was a digital interactive graffi ti space where guests were invited to tag or write messages on a series of oversize screens, using paint cans that in-teracted with the screens. Graffi ti artists were also on hand to work with guests and create original artwork.

The basic shell of the structure, along with the working LED graffi ti walls and bench seating, were

kept in operation the next day when the store offi cially opened to the public during Fashion’s Night Out.

Following the cocktail event, Lagerfeld hosted a dinner and after-party in the basement at nearby 82 Mercer Street (formerly the Rock & Roll Hall of Fame Annex), transform-ing it into the “Chanel SoHo Club.” The space, comprised of a center stage surrounded by banquettes, featured low lighting for ambience and live music by French singer Izia and British rocker Kele, followed by tunes spun by the Misshapes. Din-ner, which included oysters, chicken potpies, and macaroni and cheese, was served in a four-stage prix fi xe service that made it easy for guests to move from table to table. —Jim Shi

Chanel SoHo Store’s Reopening PartyCatering Olivier Cheng Catering and Events

Digital Graffi ti Wall Execution Tangible Interaction

DJ Alexa ChungExperiential Design Apologue

Lighting Bernhard-Link Theatrical Productions

PR Nadine Johnson Inc.Production KCD WorldwideLED Wall, Projectors Scharff Weisberg

Security Elite Investigations Ltd.

Sound ADI GroupStaging Creative Engineering

Tenting EventStarVideo United Visual Artists—London

NEW YORKProfessional graffi ti artists worked with guests and created a more polished-looking piece at the end of the night.

A 10-foot Chanel No. 5 bottle featured footage of the latest runway show from Paris.

The step-and-repeat featured a backdrop of downtown Manhattan with graffi ti-style lettering.

Guests including Elle editor Robbie Myers (pictured) were invited to “spray paint” the LED walls with Chanel-branded cans.

Two custom-built black tents, measuring about 110 by 25 feet on Wooster Street and about 70 by 20 feet on Spring Street, created more party space and incorporated visual and interactive elements.

Blake Lively, just one of a myriad of A-list celebrities at the party, was given a personal tour of the store by Karl Lagerfeld.

Roseland, sometimes called “The World’s Greatest

Ballroom.” The story of ballroom dancing and

entertainment has happened here for eight decades. It

has echoed with some of the greatest concerts,

entertainers and events of our time.

Roseland continues what it started in the 1920’s which

is the tradition of bringing distinguished acts and clients

to its’ venue of 20,000 square feet of space.

Create your own memories.

Meredith Rothstein | Director of Special Events | 239 W 52nd Street | NYC | DL: 212.489.8350 | [email protected]


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Personal SpaceThe Showtime House returned for the third year, this time with technology.

As they say, the show must go on. And Showtime’s Show House did,

too: After successful outings in a Gramercy Park townhouse and a sprawling Tribeca Penthouse, the cable network opted to host its third incarna-tion of the designer-driven Show House, this time without Metropolitan Home as a partner (the magazine folded in December).

The event, which ran from September 11 to October 24, took over three penthouses and the rooftop of Midtown’s Cassa Hotel and Residences. The new location, along with the addition of two new shows to promote (The Borgias and The Big C) and a new roster of 24 designers and architects, required some changes. Still, Larry Kieran, Showtime’s vice president of promotions, partnerships, and licensing activation, added yet another element to the mix. “I wanted to show how high design and cutting-edge technology can be integrated into everyday spaces,” he said. “I wanted guests to interact with the spaces through sight, sound, and movement to heighten the overall experience.”

As in years past, the Show House had two design teams create rooms inspired by seven Showtime series, including Dexter, Nurse Jackie, Weeds, United States of Tara, and Californication. This resulted in two interpretations—often wildly different in size and scope—for each program.

The Dexter “Refuge” designed by Jeff An-drews, for example, was a dungeon-esque room created as a “space for Dexter to go if he didn’t have to hide,” Andrews said. The room included a cowhide carpet fragmented into pieces, as well as a jar of detached baby arms and a massive bed hanging from the ceiling. Next door in the Dexter “Gaming Room,” Gregory Okshteyn of Studios GO created a massive white piece comprised of 1,100 pieces of white lacquered medium density fi ber-board. The chair was inspired by “surgical tools, body parts, and fear,” Okshteyn said.

The house had a pair of Metropolitan Home vets on board, too. The magazine’s former special projects editor, Samantha Nestor, and former vice president of development, Christie Boyle, had both worked on the Show House since its incep-tion and had since formed Chrysanthemum Part-ners with the hopes of producing show homes. For Showtime, the duo picked up where they left off, sourcing new designers, scouting locations, and reeling in media and technology partners like Wired, The New Yorker, Toshiba, and Optima.

Private events booked in the space included a Fashion’s Night Out party for Jason Wu, an

American Cancer Society fund-raiser, and a rooftop party for Time Out New York. —Courtney Thompson

Showtime Show HouseSecurity Heightened Security Inc.

Venue Cassa Hotel and Residences

NEW YORK

Francesca Bucci and Hans Galutera of BG Studio International designed the “Clarity Lounge” for The Big C with a living wall and synthetic grass.

Studio Go’s Gregory Okshteyn designed the Dexter “Gaming Room” love seat using animation software similar to that used to create Dexter’s iPhone game app.

Jeff Andrews was one of two designers to interpret Dexter via interior design. He had an advantage in that Dexter star Michael C. Hall is a client and collaborated with him on the room.

For the Weeds lounge, John Loecke Inc. used HP’s Wallskins technology to create creeping wall coverings.

In the stairwells, designer Bruce Mau created an amorphosis, a deformed image that appears in its true shape when viewed in an unconventional way, with images representing each of the seven Showtime series. A knife dripping blood symbolized Dexter.

Space 4 Archictecture’s Californication glass-fl oored room included marijuana-scented candles. The room represented character Hank Moody’s crippling writer’s block via an uncomfortable “cactus” glass chair and desk.

Tech SupportBlackBerry built out a raw space for its Torch launch with a performance by Drake.

BlackBerry and AT&T hosted a U.S. launch party for the new

Torch 9800, which the brand is hyping as the fi rst smart phone with a full Qwerty BlackBerry key-board and large touch-screen display. In keeping with the brand’s tradition of large launch events, the party on August 11 drew a targeted crowd to a custom-built environment. Geoff McMurdo, vice president of marketing for North America at Black-Berry maker Research in Motion, oversaw the event, tapping Harrison & Shriftman for the production.

The party took over a space in the building at 5900 Wilshire Boulevard, which was completely gutted and reinvented. Harrison & Shriftman ar-ranged for the walls and ceilings to be repainted and remodeled and brought in decor elements, “from the carpet to the drapes and everything in between—furniture, lighting, sound, and even custom soaps,” said Harrison & Shriftman event producer Brett Alligood. “The Torch is the most technologically advanced BlackBerry to date, and we wanted to create a space that celebrates this milestone. We started with a clean, sleek, black design and added multiple lighting installations to mimic the device’s innovation.” The build-out took three days.

Uplit hedging marked the way into the party,

past an arrivals carpet set up near Wilshire. Vivid, programmed, color-changing LED tubes illumi-nated the entrance to the party space. Below the lights was a gift table where guests could pick up their new smart phones. Inside, staffers in sus-penders and black T-shirts marked “Geek Squad” roamed to tell guests about the features of their new BlackBerrys while they snacked on comfort favorites like grilled cheese and sliders from Kath-leen Sacchi.

A huge LED wall lit up the room with Black-Berry imagery. Blue lighting illuminated furniture from within, and logo gobos decked the fl oor and walls. A photo station from MVS Studio mimicked the look of a smart phone device.

The event in-cluded DJ sets from Future the Prince and a performance from hip-hop artist Drake. Some guests ap-propriately snapped stage photos with their new phones. The performer announced, “I go by the name of Drake. They call me a BlackBerry advocate. I never leave home without it.” —Alesandra Dubin

BlackBerry Torch LaunchCatering Kathleen Sacchi: The Fine Art of Catering & Events

Design, PR, Production Harrison & Shriftman

Flowers Floral RushFurniture Rentals, Lighting Green Lab Design Studio Ltd.

Furniture Rentals Icon Event Rentals, Modern Green Props

Invitations John Kneapler Design

Lighting Felix LightingPhoto Booth MVS Studio Inc.

Rentals Classic Party Rentals

Sound Vox Entertainment Inc.

Valet Chuck’s Parking Service

LOS ANGELES

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A giant LED wall broadcast moving BlackBerry imagery.

A photo booth from MVS Studio mimicked the look of a BlackBerry.

Color-changing LED tubes backed a gift bag area at the entrance, where guests picked up their new smart phones.

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Mirrored tabletops refl ected the starry look of the space.

The Academy of Television Arts & Sciences hosted its splashy annual Governors Ball after the awards telecast, and drew 3,600 guests.

Sequoia Productions produced the event, which had a look inspired by the night sky.

Governors Ball

HBO Party

Leaf-shaped gobos illuminated the tented space.

Awash in preppy pink and lime green, the party took over the fountain plaza outside the Pacifi c Design Center.

Banana and palm trees up to 30 feet high created a lush jungle atmosphere at the Pacifi c Design Center for HBO’s annual party, which event designer Billy Butchkavitz gave a look he described as “Tarzan meets Palm Beach.” Butchkavitz worked with HBO’s Cindy Tenner, Michael McMorrow, and Nancy Lesser.

ON BIZBASH.COM

More photos and details from these events

Emmy’s Big NightAn earlier date than usual saw Primetime Emmy events blanketing the town in

August instead of September. Here’s a look at the splashy production- and decor-heavy parties following the ceremony.

By ALESANDRA DUBIN

LOS ANGELES

Entertainment Tonight Party

Black and white dominated the decor, with quilted furnishings and fl owing drapery.

ET brought its buzzy Emmy night party back to Vibiana; ET and The Insider executive producer Linda Bell Blue oversaw the party with planning from the shows’ communications vice president, Lisa Summers Haas, and production from Bounce Entertanment.

Samantha Ronson served as DJ; Cyndi Lauper was the headline act.

Judah Friedlander scooped up the event’s coveted gift bag, which is part of its annual formula that also includes a Grammy-winning performer, notable chef, and sponsored beauty lounge.

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Big ScoreThe Toronto International Film Festival opening gala paid tribute to a hockey musical.

In a nod to Score: A Hockey Musical—the opening night fi lm

at the 35th annual Toronto International Film Festival—organizers of the festival’s opening night gala on September 9 fi lled the Liberty Grand with concession stand fare (hot dogs and popcorn) and memorabilia ( jerseys, pennants, and hockey pucks) reminiscent of a small town hockey arena.

Barbara Hershenhorn of Party Barbara Co. planned and produced the event, which drew 3,000 guests, including Olivia Newton John and Nelly Furtado, both of whom star in the fi lm. Walter Gretzky, who has a cameo, also attended, posing for photographers on a bright orange carpet (the colour of the TIFF logo) outside the venue.

In an effort to replicate an arena, Hershenhorn worked with McWood Studios and National Sign & Design Group to turn the Artifacts Room into a pseudo ice rink. “The dance fl oor looked like a hockey rink with centre ice and the blue lines. And

we had dasher boards all around the rink with ad-vertising on them,” she said. The boards displayed sponsor names like Bell, RBC, Perrier-Jouët, Skyy Vodka, and Stella Artois.

DJ Jojo Flores spun tunes from an elevated DJ booth, draped in black and adorned with a 2004 Ontario Major Hockey League Division Champion-ship banner. Additional banners hung over a food station at the end of the room, where servers offered pizza and Caesar salad to guests, and hockey jerseys from the fi lm were suspended from the rafters.

In the Governor’s Room, a massive banner reading, “Hockey is air, hockey is water, hockey

is life,” hung from the ceiling and Iceculture displayed a 16-foot ice sculpture shaped like a hockey rink and dubbed it the TIFF Shooter Bar. The sculpture, which served as a ta-ble, held 144 shot glasses fi lled with Skyy Vodka. Servers dressed in black and white costumes reminiscent of referee outfi ts fl anked either side of the table.

“We tried to scale it down as much as you’d scale it down in a small town hockey arena,” said Hershenhorn, who worked with the Liberty Group to design a menu appropriate for a hockey crowd. The selection included Philly cheese steak sandwiches, all-beef grilled Kosher hot dogs, a poutine station, pizza, and Caesar salad. Dessert in-cluded chocolate hockey pucks and funnel cakes. —Susan O’Neill

Toronto International Film Festival Opening Night PartyCatering Liberty Grand Catering

Dance Floor, Signage National Sign & Design Group Inc.

Design, Event Management, Production Party Barbara Co.

DJ Jojo FloresFurniture Rentals Furnishings by Corey

Ice Sculpture Iceculture Inc.Audiovisual Production, Lighting Event Services Group

Props McWood StudiosRentals Chair-man MillsSecurity Star SecurityStaffi ng, Venue Liberty Grand Entertainment Complex

TORONTO

Barbara Hershenhorn of Party Barbara Co. draped the Artifacts Room in all white and used white sofas from Furnishings by Corey to give the space an icy feel.

Inspired by the opening night fi lm, Score: A Hockey Musical, the festival’s kick off gala had a dance fl oor that resembled an ice rink.

Iceculture used 9,000 pounds of ice to produce a hockey rink ice table dubbed the TIFF Shooter Bar, where guests could sample shots of Skyy Vodka.

Canadian designer Breeyn McCarney used fl owers to create a dress inspired by festival sponsor Perrier-Jouët’s Belle Epoque bottle.

Servers offered glasses of Perrier-Jouët at a bar in the V.I.P. lounge.

The Liberty Group served a selection of concession stand fare like pizza and hot dogs as well as passed hors d’oeuvres like jalapeno cheese poppers and crispy calamari.

New York / Javits Center / October 27, 2010

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Oh, Chute!Guests entered the Discovery kids network launch on a giant slide.

Discovery Communications and Hasbro launched a new

children’s network, known as the Hub, with a party on October 10 that showcased the playfulness and fun the channel promises to bring with its programming. The interactive offerings began with an entrance to the party space by way of a giant slide. Discovery Communications vice president of global events Jeff Kaplan oversaw the event from the company’s headquarters in Maryland, where a team of about 10 serves as an in-house event agency for the group of networks. Connecticut-based Blue Flame worked with Discovery Global Events on the execution.

The Hub’s partners and execu-tives, plus celebrities and other invited guests of all ages—about 550 people in all—showed up at the Lot. “We did it at the Lot because we wanted for guests to really experience what the Hub was,” said Kaplan, whose group worked with the local, Burbank-based Hub marketing and communications department. “That was the genesis of the slide. As you arrived, you were invited to fi nd your inner kid.”

Activities and entertainment included a Transformers photo opportunity, an interactive strawberry shortcake bar from caterer Global Cui-sine by Gary Arabia, a ball pit, a caricature station, and a custom button-making station. Some of the games from the Family Game Night program-

ming appeared at the party on a giant scale, including a huge Con-nect 4 board and a version of Oper-ation that allowed guests to move game pieces with giant tongs. A Hub passport allowed guests to collect stickers at various stations and redeem them for a prize.

Large HD video projections showed a sizzle reel looping net-work footage on the inside and outside walls. —Alesandra Dubin PH

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Discovery Communications and Hasbro’s Hub LaunchCatering Global Cuisine by Gary Arabia

Design, Fabrication Blue Flame Events

Furniture Rentals Lounge22 Powered by Cort

Lighting Delicate Productions Inc.

Venue The Lot

LOS ANGELES

A giant slide served as the party’s entryway.

A Transformers replica served as towering decor.

A ball pit made for a colorful, interactive spectacle.

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Mission StatementKeep a Child Alive used bar codes to call for donations at its Black Ball.

With annual performances from co-founder Alicia Keys and a roster

of other top-fl ight musicians, it’s understandable that some guests might lose sight that Keep a Child Alive’s annual Black Ball is a fund-raiser. To encourage donations, the nonprofi t simplifi ed the event on September 30 and used almost every aspect of the decor to communicate its mission. Key to all of this was the new “Buy Life” campaign conceived by ad agency TBWA/Chiat/Day, which fea-tures a bar code that, when scanned on a smartphone, directs potential donors to a donation site.

Keep a Child Alive creative director Earle Sebastian and special events coordinator Danielle Spitzer headed the internal team, collaborating with Empire Entertainment and Amanda Davis of British design and production company AD Events International for

the 750-person affair at the Hammerstein Ballroom.

“There’s an immediacy to the issue, and we thought there should be an imme-diacy to how people can donate,” said Sebastian. That translated to stamping the campaign’s bar code on a number of different surfac-es—the step-and-repeat, the tickets guests were given to exchange for gift bags, inside the program, and even en-

larged on the facade of the bars.

The organizers turned the cocktail area into an art gallery of sorts. The mission statement became poetry written on the wall, and the campaign’s slogans were presented in neon lights. A similar amount of thought was put into other components, from the lyrical content of the music played during cocktails and the songs sung by performers Sade, Jay-Z, and Janelle Monáe, to auc-tion items and a short speech by Deepak Chopra. “Everything had a purpose, and everything was related to the issue,” said Sebas-tian. —Anna Sekula

Keep a Child Alive’s Black BallCatering Creative Edge Parties

Decor, Design AD Events International Limited

Lighting Number Nine Design & Production

Event Management, Production Empire Entertainment Inc.

PR 42 WestScenic Fabrication Domestic Construction

Sound Clair Brothers Audio Systems

Technical Direction Production Glue L.L.C.

Venue Manhattan Center Studios

Video MB Productions

NEW YORK

Bar codes were eye-catching and functional: Guests were encouraged to scan the vertical lines with their phones and make a donation. The event took in $2.4 million.

The focal point of the reception area was a mountain of dolls representing the children affected by H.I.V./AIDS in Africa and India.


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Taste Fest Sponsors expanded the scope and experiential efforts at the third Wine & Food Festival.

The third incarnation of the New York City Wine & Food Festival,

which wrapped up on October 10, has grown to encompass more than 130 individual gatherings. Its vast array of 102 sponsors—a varied group that ran the gamut from food, spirit, and wine busi-nesses to fi nancial institutions, tourism bureaus, and real estate fi rms—aided the expansion, build-ing on the offerings at returning events and devis-ing new additions.

“We saw it as an opportunity to engage and create more loyal customers and expand their image of Godiva,” said Erica Lapidus, director of brand and internal communications at Godiva Chocolatier, which signed on as a sponsor in 2008 when Lee Brian Schrager at Southern Wine & Spirits launched the event as a counterpart to his popular South Beach event of the same name. Since 2009, Godiva has been the lead sponsor of the dessert-driven tasting event Sweet, and this year broadened its outreach with a chocolate and wine pairing hosted by its chef David Funaro and wine expert Anthony Giglio.

Indeed, many returning sponsors evolved alongside Schrager’s gastronomic series, working with the festival’s producers to create more inte-grated opportunities for consumer interaction. Delta, the festival’s offi cial airline since Sweet debuted in 2007 as a precursor to the inaugural

festival, developed several touch-points this year, in addition to a large lounge tent at the Grand Tasting and a Sunday “Dim Sum & Disco” brunch event with chefs Ming Tsai and Joe Ng.

The airline also continued its Delta Burger Buses, which provide transportation back from the Burger Bash in Brooklyn. “This year, we worked with Burger Bash sponsor Blue Moon to put Blue Moon beers on all the buses,” said Jake Brooks-Harris, a production manager at MKG, the airline carrier’s event production partner. Delta, which considers New York one of its key markets, also provided pedicabs, constructed a pop-up lounge in the Meatpacking District with partner Coca-Cola, and sent staffers to gatherings like Sunday’s Carts in the Parc to hand out branded goodies like toothpicks, towelettes, and mints.

Supermarket chain ShopRite and coffee com-pany Illy also put their own experts and represen-tatives in direct contact with festival attendees. ShopRite—the presenting sponsor of the festival’s largest draw, the Grand Tasting at Pier 54 on Saturday and Sunday—partnered with Certifi ed Angus Beef to stage cooking demos with celebrity chefs and Faith Alahverdian, the executive chef and director of its Culinary Workshop program. At the Illy Issimo AuthentiCity lounge, a temporary venue built inside 632 on Hudson, the coffee pro-ducer’s master barista, Giorgio Milos, led a create-your-own-coffee activity.

For Meatpacking District Initiative execu-tive director Annie Washburn, support from the Corcoran Group this year helped the community organization grow its Meatpack-ing Local series into a 40-event-strong program that included large-scale tastings and events, as well as intimate cooking classes,

gatherings with oyster farmers and meat produc-ers, and kid-friendly activities. As the weekend’s festivities are spread throughout the city, Schrager and the producers see the Meatpacking District and its cluster of businesses and properties as the festival’s nerve center, and thus the Corcoran’s involvement seemed like a natural fi t.

Also new to the lineup of festival sponsors was the Cosmopolitan of Las Vegas, a 2,995-room Nevada resort scheduled to debut in December that has already used the U.S. Open, Lollapalooza, the Deutsche Bank Championship, and Sep-tember’s American Wine & Food Festival in Los Angeles as promotional platforms. “We looked at what events could help us position the Cosmo-politan to the right audience,” said the property’s vice president of public relations, Amy Rossetti. “The festival was always at the top of our list be-cause we wanted to give our culinary partners the opportunity.” Those partners are chefs like Scott Conant, David Myers, and José Andrés, as well as Blue Ribbon’s Eric and Bruce Bromberg, Estiatorio Milos’s Costas Spiliadis, and the One Group.

Aside from reaching a large audience, spon-sors also cite the feel-good factor of the festival’s affi liation with two hunger-relief nonprofi ts—all net proceeds benefi t the Food Bank for New York City and Share Our Strength. “Bringing on sponsors really helps the bottom line for the charities, and that’s why we’re doing this event,” said Washburn. “We all want to get together, have a great time, and do these great events, but in the end, we’re trying to help the Food Bank

and Share Our Strength. And that’s why everybody has mobilized in the way that they have, in addition to the fact that it’s extremely fun.” —Anna Sekula

NEW YORK

As an additional experiential element at the Grand Tasting, ShopRite staged cooking demonstrations. Sponsor Coca-Cola staged several activations at

the festival, including a lounge at the Burger Bash.

Illy fashioned a lounge inside 632 on Hudson where attendees learned to make espresso-based drinks from the coffee company’s master barista Giorgio Milos.

ON BIZBASH.COM

More details, photos, and vendor credits from the Wine & Food Festival

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Circus ActThe Park Avenue Armory’s fi rst gala brought a 50-foot Ferris wheel indoors.

For years, the Park Avenue Armory has been the site of large art exhi-

bitions and fairs, galas and launch events, and even Fashion Week shows, but this December the Upper East Side landmark will be home to the fi rst full season of artistic programming from the nonprofi t that took over the venue from the state in 2006. As a prelude to this, the cultural organization (which is also called the Park Avenue Armory) held its fi rst gala on October 7, and collected $1.2 million to support the re-vitalization of the 130-year-old building as a space for the arts.

A four-day exhibition followed the gala, paying homage to the original 1879 fair held at the armory’s Wade Thompson Drill Hall (held to raise funds for the interior design of the venue). Dubbed “Carnival,” the event included a 50-foot-tall Ferris wheel, vintage midway rides and games, and performers from the Bindlestiff Family Cirkus. “We’re all about doing fantastic things in this space, so doing a carnival in here seemed like a really great idea and a way to invite New Yorkers to

come and see the armory,” explained Rebecca Robertson, president of the Park Avenue Armory.

To design the exhibition and the opening night gala, Robert-son tapped event design company Hickey Shields, which had the task of not only creating a cohesive look for the 55,000-square-foot hall, but also arranging the components to allow for a 532-guest dinner at the preview event the night before.

“Just working on that scale in general is challenging, and we grew to call it the ‘drill hall effect.’ The

[Wade Thompson Drill Hall] has a very, very strange, almost illogical effect on scale, where certain things look fi ne and other things look very, very small,” said Josh Hickey, co-owner of Hickey Shields. The gala gave guests a chance to partake in the rides and games before the dinner, while stiltwalkers, con-tortionists, magicians, and other circus acts from the Bindlestiff Family Cirkus roamed the fl oor. —Anna Sekula

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Park Avenue Armory’s “Carnival” Exhibition Opening Night GalaArt Direction, Design, Fabrication Hickey Shields

Carnival Games Ace Tent & Amusements

Catering Great Performances

Draping Drape KingsEvent Management MF ProductionsPR Resnicow Schroeder Associates

Rentals Party Rental Ltd.Technical Direction Raise PlowTenting Starr TentsVenue Park Avenue Armory

NEW YORK

For the dinner, tables replaced rides at the foot of the 50-foot-tall Ferris wheel.

The gala’s guests had no qualms about winning toys at the water pistol range.

ON BIZBASH.COMA video report from the gala

WeekenderThrillist staged a branded hotel in Miami Beach with three days of parties.

Thrillist is no stranger to trip giveaways. In October the email newsletter staged

its Jet Mystery event, which fl ew 158 guests on JetBlue to a surprise location, Jamaica, for a three days of activities. In an effort to create a more grounded presence in one of its 16 markets, the New York-based company created the inaugural Hotel Thrillist in Miami Beach June 4 to 6.

“Thrillist recommends the best restaurants and nightclubs [in Miami], and our mission [with this initiative] was to showcase just that to a national audience,” said the company’s event manager, Ben Hindman. “We wanted people to be able to experience the brand as a local entity and not just an email.”

Thrillist ran national and local online sweepstakes for readers to win a hotel room at the Fontaineb-leau, which Thrillist rebranded with signage and designated activity areas, and access to its sponsored events. About 200 people from around the country, plus 100 locals and national media, attended.

The festivities began on Friday night with a welcome reception

and dinner party in a hotel ballroom—moved from the back lawn when torrential rains and fl ooding that afternoon forced the party inside—with the hotel’s restaurants Scarpetta, Hakkasan, Gotham Steak, and Solo providing food stations for dinner and dessert. Singer Angela Laino and band Suénalo performed during the cocktail re-ception and dinner, respectively.

Saturday’s planned activities kicked off early with morning yoga on the beach led by Equinox Fitness Club instructors and a light breakfast at poolside eatery La Cote. Presenting sponsors Bac-ardi and Corona supplied poolside liquid libations throughout the day.

Other afternoon activities included music-spinning lessons from Scratch DJ Academy, ca-

poeira lessons from Miami Capoeira Project, tours and animal encoun-ters at Jungle Island exotic zoo, and mini massages from Equinox. DJ Elle spun for the majority of the day, and R&B singer Kat Deluna gave a special 30-minute concert complete with dancers on the pool deck.

That night Thrillist transported everyone to the South of Fifth neighborhood for a dinner party at Red’s rooftop event space. DJ Señor Stereo from event company Over-throw, fi re dancers, and the Miami Heat dancers entertained through-out the night.

The company held a farewell breakfast at Gotham Steak on Sunday morning before attendees checked out. —D. Channing MullerPH

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Hotel ThrillistCatering, Rentals, Venue Fontainebleau Hotel

Catering, Venue Red, the Steakhouse

Catering Gotham Steak, Hakkasan, Scarpetta, Solo at the Fontainebleau

Costumes, DJ, Entertainment, Makeup, Staffi ng Overthrow

DJs DJ Elle, Scratch DJ Academy

Entertainment, Venue Jungle Island

Entertainment Miami Capoeira Project, Suénalo, The Gurkha Cigars

Sound Southern Audio Visual

Transportation Coastal Car Worldwide

Equinox Fitness Club conducted morning yoga sessions on the beach behind the hotel.

Red, the Steakhouse and Gotham Steak chefs participated in a barbecue competition on Saturday afternoon.

Guests who signed up for the Jungle Island tour Saturday morning had hands-on experiences with the zoo’s residents.

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2010 bizbash national venue guide 151

New York

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Although economic turbulence has tempered the intended fl urry of venue openings and renovations in New York this year, it didn’t bring the city to a halt. In fact, some of the bigger projects—two new baseball stadiums, the park on the High Line, and Lincoln Center’s massive overhaul—debuted in 2009, while chefs spawned more casual eateries to match the change in diner preferences. However, the biggest change will come in 2010, when the city’s only convention center unveils an expansion and renovates its existing space. By ANNA SEKULA

The High Life Straddling the High Line, André Balazs’s Standard New York drew attention before it was even complete. Designed by Polshek Partnership, this 337-room property offi cially opened in September. For events, there’s the High Line Room and Terrace on the third fl oor, which has views of the Hudson River and holds 250 for receptions. The hotel also offers the 285-seat Standard Grill with an adjacent garden room for events, as well as the 18th-fl oor bar dubbed Bon Bon. (848 Washington St., 212.645.4646, standardhotels.com)

ON BIZBASH.COM/NEWYORKThe latest venue news, reports from recent events, and a comprehensive directory of local suppliers and venues

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call your BizBash sales representative or Robert Fitzgerald at 646-839-6840.

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Los Angeles, Miami, New York, Orlando, Philadelphia, Washington, D.C., Cruise Ships & Golf Courses


The event industry can be defi ned as much by the

fi nancial (a shaky economic recovery) as the frivolous

(fancy cocktails! food trucks!). Summarizing this year

means looking at how those different forces collid-

ed. In addition to identifying the biggest trends, we

also spoke to a couple of planners who persevered

in the face of a challenging year: They launched

new projects. They remade existing endeavors

to adapt to the current climate. And they put

on ambitious projects that proved the ongoing

power of events as marketing tools.

Target staged a fashion and light show on the facade of the Standard hotel in New York as part of its roster of dramatic event initiatives. More on the retailer’s strategy is on page 58.

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BEST OF

2010ON BIZBASH.COMMore photos and details from the events featured here, plus 10 local highlights from nine markets

76

House PartiesWhether to add a sense of comfort or exclusivity, private residences were a popular venue choice.

Toronto’s Best PR Boutique hosted a media preview event in a 4,500-square-foot suite inside a private home in August.

In August, Toronto’s Bridle Bash Foundation held its annual fund-raiser in the backyard of a residential home, drawing 1,500 guests.

In April, New Balance held a media launch for its toning sneaker line in a fi ve-story mansion in New York.

Private Residence, a new event space in Miami, is the former home of its owner, local entrepreneur Debbie Ohanian, and has been redesigned to accommodate private parties.

In March, World Festival—a fund-raiser benefi ting chef Art Smith’s Chicago-based Common Threads charity—offered tasting stations from 70 chefs, including Rick Bayless and television personality Nigella Lawson.

Following a Katy Perry concert, chef Mario Batali did a cooking demo in Times Square at the June launch of the 2011 Volkswagen Jetta.

FAVORITE TREND OF 2010: “The use of dining options other than a 72-inch round and banquet chairs. We’ve seen people use a captain’s table, create booth seating with sofas and ottomans, and opt for a square or trianglar table. Many are using club chairs for table ends and linenless options.” Lindsay Cosimi, account executive, Room Service Furniture & Rentals, Orlando

BEST OF 2010

The South Beach Wine & Food Festival had a long roster of chef appearances and demos this winter—including one by Michael Symon in one of KitchenAid’s two tents at the Grand Tasting Village.

THE STAR CHEF FACTOR As the ranks of food celebrities continued to grow, they headlined tasting events, crowded attendee lists on press releases, and gave their names to menus—whether or not they actually prepared any food.

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Lexus created a 9- by 9-foot video wall of iPads and iTouch screens to present interactive information about its new hybrid vehicle for its Dark Side of Green Tour, held across the U.S. this summer.

At AOL’s partner summit in New York in April, staffers used iPads to check in attendees.

In August, Lexus unveiled its new hybrid vehicle in Toronto with an event produced by AMCI and Attention Span. Custom iPad applications gave guests details about the car and let them map out a downtown route.

On Heineken’s nationwide Inspire Tour this summer, Relevent Group brought in computer stations, where brand ambassadors with iPads invited attendees to share what inspired them. The messages were then posted to screens.

Guerrilla Marketing

To tout the show Covert Affairs in July, USA Network dispatched 40 models masquerading as the show’s lead character, C.I.A. agent Annie Walker. The troop paraded past high-traffi c public areas to silently spread the message.

For the 2010 Upfronts in New York in May, NBC promoted its slogan “More Colorful” with a group of brightly hued cabs that drove around Midtown before stopping in front of the Hilton for the network’s presentation.

In January, consumer reporting agency TransUnion staged large-scale public yoga classes in New York and Chicago.

Cheddar cheese maker Tillamook converted a VW vehicle into the Tillamook Loaf Love bus, which handed out samples throughout the western United States this spring.

THE YEAR OF THE IPAD Apple’s latest gadget was put to good use at events.

Steal These Ideas

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Venues Get Cooking New event spaces added kitchens to showcase food prep and facilitate group cooking activities.

Also in Chicago, kitchen-equipped Logan Square Kitchen opened in September 2009.

Chicago’s Room 1520 opened in May with two commercial-style kitchens, a fi eldstone fi replace, and a lounge with plush seating.

In New York, the Andaz 5th Avenue offers a meeting and event space with an open, communal kitchen as the central gathering point.

Manhattan Cocktail Classic For the fi rst local festival exclusively dedicated to libations and the people who make them, Manhattan Cocktail Classic founder Lesley Townsend avoided juggling too much and limited her overhead by allowing the in-house market-ing and event departments of large spirits companies to take creative control of their setups at various events. Townsend took a crowdsourcing approach, which gave independent producers and companies the license to conceive events and pitch the ideas to brands. The Cocktail Classic saw more than 4,000 attendees at 70-plus events over a four-day run.

Amfar’s Inspiration Gala Series As a way to extend its footprint around the globe and boost its fund-raising efforts, the HIV and AIDS nonprofi t launched a new event series in 2010, a concept dubbed the Inspiration Gala that traveled to New York, Paris, and Los Angeles in its inaugural year. With men’s style as the inspirational focus, each city’s event was hosted

by Kylie Minogue, held at iconic locations, and tweaked to the local audience. New York’s 400-person gala at the New York Public Library on June 3 included a 52-model runway show and raised more than $400,000, while the more intimate 150-guest dinner at Maxim’s de Paris in Paris on June 25 involved a perfor-mance by famed chanteuse Arielle Dombasle and brought in $175,000.

Pepsi’s Idea Seminar Tour and Refresh Project Marketing Initiative In February, Pepsi un-expectedly opted to forgo a Super Bowl commercial, choosing to al-locate funds to the Refresh Project, a marketing platform to boost its commitment to sustainable growth. This experimental consumer pro-gram awards more than $20 million in grants to consumers with ideas about how to improve their com-munities and the world. To generate awareness of the online program, Pepsi hosted a six-city seminar tour for students between February and April. Pepsi succeeded in mobilizing thousands of customers through

social media and the offl ine gather-ings: As of September 1, 42 million votes had been cast online for more than 7,500 ideas, and the 256 ideas that received the grant are esti-mated to have infl uenced more than 200,000 people across the U.S.

Life Is Good Festival Boston-based apparel company Life Is Good joined forces with Superfl y Presents, the minds behind the Bonnaroo and Outside Lands, to introduce a new family-focused music festival in September. The two-day event brought 30,000 people—including

5,000 kids—to Canton’s Prowse Farm and raised $600,000 for the Life Is Good Kids Foundation. The roster of performers included kid-

centric artists such as Dan Zanes & Friends, as well as headliners Ben Harper, Guster, Corinne Bailey Ray, and Jason Mraz. “In the past we always tailored our [smaller] festi-

vals to be family-friendly, and this year was no different, but we also targeted young, single music fans,” said Bert Jacobs, Life Is Good’s chief executive optimist. “Many people in the music industry told us we wouldn’t be able to mix tattoos with toddlers. But we did just that, and there were no problems.”

Taste of Beverly Hills The date on September 2 of this year matched Beverly Hills’ famous ZIP code—as in 9-02-10—and this inaugural epicu-rean festival capitalized on the extra attention, as well as the long Labor Day weekend. The Taste of Beverly Hills offered samples from a broad array of the region’s top restaurants, cooking demonstrations from local and widely known chefs, wine tast-ings from more than 80 California vintners, and live music. The event took place on a three-plus-acre site with two 100- by 140-foot tasting pavilions. A 60- by 80-foot cooking demo tent had fully functional LG appliances. Best Events produced the programming, which drew an estimated 10,000 visitors, who scooped up an estimated 500,000 tastes. In a far-reaching marketing approach, organizers implemented a multimedia campaign that strategi-cally aligned traditional media with targeted online partners and social media outlets, and worked with participating restaurants to develop

FIRST TIME’S A CHARMLaunching new events in an uncertain economy can be risky. These gambles paid off.

BEST OF 2010

Bert Jacobs

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custom incentive programs each could use to promote the festival.

Hispanic Leadership Summit The Southern California-based Center for Hispanic Leadership hosted its inaugural summit in September in the Junior Achievement Finance Park Mike Curb Center for Free Enterprise. More than 200 corporate leaders and brands participated—beating organizers’ goal of 120. With big-name sponsors such as IBM, Xerox, Toyota, State Farm, and AOL on board, the summit doubled its spon-sorship goal. Attendees came from organizations like Pepsi, American Express, Coke, Aetna, Jet Propulsion Laboratory, and Ernest & Young, with more than 20 corporations each sending more than fi ve repre-sentatives from all over the country. A social media campaign was a driv-ing force behind the turnout.

NokiaTalk Taking note of re-search that says more than half of Facebook activity is conducted via mobile phones, Nokia hosted its fi rst social media conference May 24 to 26 in Miami’s design district. The company brought 100 bloggers, Web developers, and industry specialists from 12 countries in Latin America to the city for interactive speaker pan-els and collaborative sessions, which had attendees working together to create new industry standards and

documents such as “The 10 Rules of Social Media.” “We didn’t want it to just be one-way commu-nication, so we made it interac-tive by inviting a

lot of the bloggers to be speakers as well,” said Nokia social media com-munications manager Saulo Passos, who organized the event along with local event planning fi rm Siinc Agency. “It’s not just us telling them what to do; we are really engaging with them to tell us what to do.”

Bandwagon Roadshow After nearly 18 months of planning, this combined live music festival and car show debuted September 4 at Festival Field at the Orlando Citrus Bowl. Created by Jimi Beach, ex-ecutive producer at entertainment company Top Speed Adventures and a former producer on the Vans

Warped Tour, the event attracted an audience of 5,500 to its launch before being fi ne-tuned and starting an eight-city cross-country tour in April. “Some of the largest single-day events in the world are classic-car gatherings, but they don’t have much entertainment, so we decided to create a new touring property that brings out top headliners with top cars,” Beach said. Snoop Dogg headlined the kickoff.

Chicago Comic and Entertainment Expo The Reed Exhibitions Pop Culture Group launched the Chicago Comic and Entertainment Expo in April. Held at McCormick Place, the three-day affair boasted 200 exhibitors, 175 panels and screen-ings, and appearances from industry heavyweights such as Neil Gaiman. Producer Lance Fensterman said that although Chicago has a strong community of comic-book enthu-siasts, it was challenging to build market awareness for the unprec-edented event. Reed’s strategy, he said, was to begin promotional efforts two years in advance in order to “motivate the hard-core fans to come interact with us,” by advertis-ing the event “through the channels where the fans live and breathe,” in-cluding blogs, podcasts, comic books, and movie theaters. The event ultimately drew 27,500 attendees, which Fensterman said was about

“5 percent short of a very aggressive goal. This is the second-best per-forming launch we’ve ever had.”

Patrón Tequila Epicurean Express After sending all of its executives to New Orleans to volunteer with the St. Bernard Project, a nonprofi t organization dedicated to rebuild-ing homes and providing mental health support for people affected by Hurricane Katrina and the recent oil spill, Patrón teamed up with the project for a fi ve-city, cocktail- and food-focused fund-raising tour. With Patrón’s 1927 antique railcar serving as the backdrop, each of the two-night stops was held on the tracks and featured New Orleans-based chefs serving hors d’oeuvres paired with Patrón cocktails. The tour at-tracted more than 700 people in Chicago, Philadelphia, Washington, Los Angeles, and New Orleans, and raised $125,000 for the project.

Held in Chicago in May, the Butterfl y Ball had centerpieces of lilac trees and fl owers from local nurseries, which were replanted after the event.

Sneaky EcoGreen decor that doesn’t look like it was a rising trend.

Lexus’s booth at the New York International Auto Show in April was made of recycled and repurposed materials.

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NOT SO INDIE ANYMOREAs marketers look for new places to engage their target audiences, some events that started scruffy are incorporating slicker, business-minded elements.

At the Coachella Valley Music and Arts Festival, grown-up brands such as American Express and Microsoft sponsored tents with air-conditioning, charging stations, and plenty of product placement.

Held in Los Angeles in March, the Independent Spirit Awards moved from an intimate beachside tent to a larger downtown venue with six sponsor tents, including an Elle magazine greenroom.

BEFORE THE EVENTTo promote a July catalog preview in New York, Ikea reached out to fans through Facebook, the Brooklyn store’s Twitter page, and IkeaFans.com, an independently run Web site with an audience of more than 150,000.

After deciding to relocate the Vans Warped Tour 10 days before the event, organizers used social media to spread the word to attendees, resulting in the same attendance as last year.

In July, Armani Exchange pro-moted its new fall line from a retro ice cream truck that made stops throughout Los Angeles. The store’s Twitter page alerted followers to the truck’s location and giveaways.

DURING THE EVENTThe 2010 Sundance Film Festival had

its own Tweethouse, which hosted panel discussions about social me-dia’s role in the fi lm industry during the day and parties in the evening, including a celebrity “tweet-up” to raise money for Haitian relief.

AFTER THE EVENTIn June, Yves Saint Laurent Beauté held a party in New York for its Belle d’Opium fragrance. The brand cre-ated a dedicated Web site to publicly document everything, from the on-site build-out to the Twitter posts from the night of the event.

Marc Ecko Cut & Sew’s fall/winter 2010 campaign featured multime-dia ads starring Lindsay Lohan that combined augmented reality and photography. At the August launch party in New York, attendees played with the technology on computers and then uploaded videos to social media sites.

BEST OF 2010

Social Lives Social media gave marketers new ways to woo attendees, get feedback, and extend the impact of events long after they ended.

Sundance’s Tweethouse

Marc Ecko’s campaign launch

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WORST TREND OF 2010: “One ingredient too many—I’m getting sick of caterers feeling they need to show off and throwing every ingredient under the sun into each dish. Simpler fare done to perfection is the way to go.” Janet Abbazia, vice president of event marketing, Turner Broadcasting, New York

One of last year’s major new hotels in Washington, the W Washington D.C. has an 11th-fl oor rooftop bar overlooking the White House called the POV Roof Terrace.

Designer Michael McKinnon created a Gaga-inspired table, including napkins topped with sunglasses, for the New York Botanical Garden’s Orchid Dinner in February.

Going Gaga Lady Gaga delivered her always surprising performances at many events, while also serving as a muse for designers.

In February, Todd Event Design Creative Services gave Amfar’s New York gala a clean, modern look that matched Gaga’s all-white outfi t.

For the New York Dining by Design gala in March, Tug Studio’s “Call to Action” table recalled the singer’s “Telephone” music video.

Up on the RoofHotel rooftops—home to pools, bars, and city views—are popping up in cities beyond New York and Las Vegas.

The Thompson Toronto, which opened in June, has an infi nity pool on the 16th fl oor.

Boston’s Splash Ultra Lounge, which opened in late 2009, has a roof deck with private cabanas, a decorative fountain, a DJ area, and a full bar.

81

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Target’s Multifaceted Marketing Platforms Target is known for over-the-top spectacles, and 2010 saw the retailer pull off a massive publicity stunt in New York to showcase fall fashions: Dubbed the “Kaleidoscopic Fashion Spectacular,” the production used the entire southern facade of the Standard hotel as an illuminated billboard. Producer Mother New York placed 66 dancers, 156 LED lights, and a warehouse’s worth of fi ber-optic cable in the windows of 155 rooms to create patterns including a bull’s-eye and a 14-story dancing man. The brand also staged a block party in Harlem for the opening of its fi rst Manhattan store, created a 4,000-person volunteer drive-cum-party during the National Conference on Volunteering and Service, and hosted more than 2,000 guests at a welcome concert and reception to kick off the National Urban League’s conference in Washington.

Red Bull’s Sports Competitions This year Red Bull solidifi ed its place as the host and sponsor of extreme and unusual sports events by bringing a leg of its international fl ying competition to New York’s congested and politically sensitive air space. Staged over the Hudson between Manhattan, Jersey City, and Ellis Island, the Air Race World Championship took more than three years to organize and involved per-mission from 16 government agen-

cies. In 2010, the beverage brand also moved its Manny Mania AM series skateboarding contest from Miami to Orlando and returned its Flugtag air show to the U.S. after a one-year hiatus. Red Bull is also a big player in music, sponsoring bashes at fes-tivals like South by Southwest and hosting its own contests and tours, including a DJ competition and an MC battle.

Amway China Incentives A fi ve-gala series for Amway China span-ned the month of June, with a total budget of $80 million. The program-ming consisted of fi ve events for fi ve different waves of Chinese sales reps who visited Southern California as part of an incentive. Each group experienced the same program of activities and gala evening. Roughly 13,000 attendees participated, with 1,800 to 3,000 at each gala, all held at the Anaheim Convention Center and produced by EventWorks. The

programming included novelty acts like human fountains, walking buf-fets, and stiltwalkers, plus musicians, with 50 live performers in all.

Sprint’s Las Vegas Launches Sprint took to Las Vegas with splashy, tech-heavy events that drew crowds and buzz. At the Consumer Electronics Show in January, Sprint announced its exclusive deal with Overdrive 3G/4G Mobile Hotspot by Sierra Wireless at an event where attendees visited demo stations set up as individual vignettes—like a park with trees and concession stands and a dorm room with bunk beds and a cafeteria. And at the International C.T.I.A. Wireless show in March, the brand launched the fi rst 4G phone with a Kabuki drop curtain that disappeared to reveal the party space and a hologram of the new phone to 300 guests. Fresh Wata produced both events.

Audi’s Art of Progress Pavilion Though it took place in 2009, too late for last year’s wrap-up, it’s still impressive: Audi created a 45,000-square-foot temporary structure to celebrate its 100th an-

niversary and to launch its new-est A8 model during Art Basel Miami Beach, from December 3 to 6. On the beach just north

of the Eden Roc Renaissance Miami Beach, the Art of Progress pavilion took structure design company EventStar six weeks to erect and consisted of an arena where the car was displayed, an art exhibi-tion space, and an outdoor lounge that remained open to the public throughout the festival. “We looked at different buildings in Miami, but there were none that suited our needs,” said Anja Kaehny, manager of lifestyle communications and social responsibility for Audi. “So the idea of doing it near the Eden Roc was to create a temporary museum that would have a balcony opening onto the ocean.”

The Wizarding World of Harry Potter Grand Opening After more than two years of construction, the Wizarding World of Harry Potter offi -cially opened on June 18 at Universal Orlando’s Islands of Adventure theme park. The park hosted an invite-only party on June 16 with Daniel Radcliffe, Rupert Grint, and several supporting cast members. The event spotlighted the park’s rep-licas of signature venues from the books and movies, like Ollivander’s Wand Shop and Zonko’s Joke Shop. Universal also employed entertain-ment elements from the stories, including the arrival of the Knight Bus and a performance by the Frog Choir in Hogsmeade Village. Late in the evening, Radcliffe led guests in saying “Lumos!” to illuminate the Hogwarts Castle replica, upon which Universal projected images from the movies as a fi reworks display took place overhead, choreographed to music from the fi lms.

Hermès New York and Chicago Store Openings For Hermès’s state-side events in 2010—which included the opening of a New York men’s store in February and a Chicago fl agship in June—no detail went overlooked. For the men’s store, the French fashion house transformed 20,000 square feet of raw space in the Park Avenue Armory into a leisure spot with four vignettes: a travel room, a library, a game room, and a jazz club. Around 25 percent of the event’s furnishings were custom made. Chicago’s store opening lured 700 guests and included stiltwalkers wearing horse heads and custom Hermès suits. A team of 14 assis-tants tied branded ribbons onto hay bales, which were imported from a local farm that morning.

AMBITIOUS UNDERTAKINGSGo big or go home? These brands staged large events as integral parts of their 2010 marketing plans.

Red Bull’s air race over the Hudson River

BEST OF 2010

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Lexus Live For the world debut of the new luxury hybrid vehicle, the Lexus CT 200h, Lexus Canada showcased two early prototypes of the car—and staged a concert series with performances by four Canadian acts—at a three-day event dubbed Lexus Live in Toronto’s Distillery District. Lexus called on Los Angeles-based fi rm AMCI to design and produce the event, which centered on the use of interactive iPad stations that enabled attend-ees to provide feedback. To attract the right audience, Attention Span planned a concert series throughout the weekend, drawing more than 7,000 people. Chad Yee, marketing manager for Lexus Canada, reported that 81 percent of attendees said the hybrid changed their perspective on the brand.

Washington National Opera Ball The Opera Ball is consistently ranked among the most high-profi le events on the Washington social calendar, and the 2010 iteration—which raised $1.5 million—is still being talked about. For the 650 invited guests, the evening began at one of 22 embas-sies for dinner. They spent the rest of the evening at the Embassy of the Russian Federation, experienc-ing fi ve themed rooms created by Sandi Hoffman Special Events that celebrated Russia’s rich history and bright future. An ice room held seven nine-foot ice sculptures that depict-ed great fi gures from Russian history, and a re-creation of St. Petersburg’s Winter Palace had a winter-themed courtyard, complete with falling snow and dancing ballerinas to celebrate the upcoming 2014 Sochi Winter Olympics.

Institute of Contemporary Art Gala Boston’s ICA revamped its annual spring fund-raiser by adding an after-party—one of the hardest tickets to land this spring. The May evening kicked off with a cocktail party and dinner in the new One Marina Park building in Fan Pier, adjacent to the institute. Afterward, the 430 guests were guided by large arrows, made from white fl uorescent lights, across the boardwalk to the museum to join 300 additional attendees at the after-party. “It was a nice way to let people come and not invest in a ma-jor ticket price,” said Susie Allen, the museum’s director of special events. The evening raised $800,000 for the museum, up from just over $500,000 in 2009.

FAVORITE TREND OF 2010: “Advanced contemporary color combinations. As clients become savvy about color through advertising and merchandising, I fi nd them more willing to explore new combina-tions, like ochre and steel gray or nude and black.” Jeffrey Foster, director of sales, Event Creative, Chicago

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Child’s PlayLighthearted games and activities kept guests happy and entertained.

Guests blew bubbles, played hopscotch, doodled on chalkboards, and hung out on an indoor swing set at Chicago’s artEdge benefi t in May.

In February, Hermès celebrated its fi rst dedicated men’s store in New York with vintage pinball machines, billiards, and table tennis.

In April, Windfall Clothing Service’s annual Buy Design benefi t had a 1930s theme, with badminton and croquet, a bake sale, and a carnival-style balloon game that guests played for prizes.

On the New York stop of Heineken’s Inspire Tour this summer, partygoers played table tennis, among other games.

Circus, CircusMany producers looked to the big top for inspiration.

In April, Boston’s Room to Dream Foundation held its Carnival of Dreams, complete with jugglers on unicycles, games, three bars, and food from more than a dozen area chefs.

Popcorn company C. Cretors celebrated its 125th anniversary in Chicago in May with a gala that included jugglers.

The Recording Academy’s Grammy Awards after-party in L.A. was a dark, mysterious take on the circus.

For its annual Best of Washington party in July, Washingtonian magazine hosted a “gourmet circus” with tented food stations, games, and a sword swallower.

At the Ontario Science Centre’s Harry Potter-themed Innovator’s Ball in Toronto in May, ouija boards doubled as serving trays.

84

WORST TREND OF 2010: “Trying too hard to sell a ‘green’ event. I’ve seen so much effort—and emails and paperwork—spent to make an event ‘look green.’ Compare the imprint of those resources to the imprint of the original concept. Sometimes thinking effi ciently can make the planning more green than the event.” Richard Summers, creative director, the Launch Group, Orlando

In June, CTV’s party for the MuchMusic Video Awards in Toronto had colorful decorative tubes throughout the party space—even on catering trays.

COOL CATERING TRAYS

At the Institute of Contemporary Art’s May gala in Boston, servers passed hors d’oeuvres on trays with mini screens that displayed work from the museum’s teen programs.

BEST OF 2010

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To promote its new New York Web site, NBC Local Integrated Media recruited four big-name chefs—including Daniel Boulud—to serve free meals from food trucks in February.

At a June fund-raiser for Miami Gardens mayor and Congressional candidate Shirley Gibson, Feverish Ice Cream served Mexican chocolate-chip popsicles and mango paletas from the back of its truck.

TRUCKS, NO STOP Made popular in New York and Los Angeles, mobile restau-rants are serving casual and upscale cuisine at events.

FAVORITE TREND OF 2010: “Sustainable corporate gifts. Dual-purpose items with meaning: jump drives, recyclable event/grocery bags, eco-friendly personal items.” Lenny Talarico, director of events, MGM Resorts Events, Las Vegas

At Ecolab’s client appreciation party at the National Restaurant Association Show in Chicago this summer, the registration desk was made out of the company’s soap dispensers and glass racks from restaurant dishwashers.

During the Super Bowl, Bridgestone stacked its tires to create highboys at the ESPN the Magazine Next Big Weekend party.

At Maxim’s Super Bowl party in Miami in February, sponsor Samsung created a chandelier of fl at-screen TVs, all showing images of real chandeliers.

Products as Decor

Steal These Ideas


IDS 10 The Interior Design Show, presented by Merchandise Mart Properties Inc., returned to its original home at the Metro Toronto Convention Centre after several years at the Direct Energy Centre. “It allows us to be part of the city again,” said show creator Shauna Levy, who credits the move with attracting greater numbers (at-tendance increased from 45,000 to 48,000) and a more astute audi-ence. “We seemed to attract a more sophisticated, urban, design-savvy

visitor; media coverage was up; and our exhibitor re-sign rate was higher that it’s been for many years,” said Levy, who leveraged the show to launch the inaugural Toronto International Design Festival. Presented by Swiss watchmaker Rado and Audi, the citywide festival ran for four days, with 20 events taking place in venues like the Royal Ontario Museum and the Design Exchange.

The Clios After Richard Beckman’s

new company, E5 Media, took own-ership of the Clio Awards from the Nielsen Company, the former presi-dent of Condé Nast Media Group and executive producer of Fashion Rocks brought the advertising in-dustry event back to New York and revamped the 51-year-old ceremony and conference. Consolidated into a two-day convention with two 75-minute award presentations, the 2010 Clio Awards saw a 50 percent increase in attendance, attracted big-name speakers—including

Grammy-winning singer Pharrell Williams and Penny Baldwin, Yahoo’s senior vice president of integrated marketing and brand management—and built its profi le in the media.

Los Angeles Marathon After a move from its traditional timing in March to May in 2009, the mara-thon reversed course to March 21. A new route, dubbed “Stadium to Sea,” was intended to show off the best of the city’s features—to locals as well as participants from around the world—on a sightseeing tour from Dodger Stadium through down-town, Hollywood, West Hollywood, and Beverly Hills and on to the Veterans Administration grounds and the fi nish line in Santa Monica. The marathon drew a capacity crowd of 25,000 registrants—the fi rst time in the race’s 25-year his-tory that it sold out and a 45 percent increase over 2009.

Magic Twice a year, fashion industry players descend on Las Vegas for Advanstar’s Magic Marketplace fam-ily of shows. For the February 2010 run, the program launched dual campuses at the Las Vegas and the Mandalay Bay convention centers. Organizers billed it as the most signifi cant format change in the show’s 77-year history, meant to add 50 percent more space and a more effi cient organization for attend-ees and exhibitors. A new layout merchandised exhibitors into three distinct neighborhoods for easy

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SUCCESSFUL MAKEOVERS Tricky times call for rethinking existing formats. These reimagined events boosted results by trying new marketing plans, locations, and formulas.

During the Fox Upfront in New York in May, bartenders served the “So Magical,” a mixture of rum, lime juice, and muddled mint poured over sour-apple cotton candy.

During Super Bowl XLIV in Miami, Patrón Spirits Company set up a “muddle bar” at a GQ pool party, where bartenders taught guests how to make Patrón mojitos.

In August, Hendrick’s Gin sponsored a bartender croquet tournament at Chicago’s Soldier Field, where guests sipped cocktails and fl owery gin punch from teacups and hollowed-out cucumbers.

BEST OF 2010

In the SpiritWith serious bartenders focusing on mixology at cocktail bars across the country, classic cordials and signature drinks are as popular as ever.

87

At Target’s Liberty of London pop-up shop in New York in March, staffers handed out fl owers to shoppers waiting in line.

At a winter charity lunch in Miami benefi ting the Moyer Foundation and the Mario Batali Foundation, each guest’s place setting had a spatula with the Batali Foundation logo.

For the launch of its Very Sexy Now fragrance, Victoria’s Secret gave editors individual cakes by Sylvia Weinstock topped with an edible perfume bottle.

navigation. The Trend Concourse by Fashion Snoops debuted in the Central Hall, with high-fashion man-nequins, fl at-screens, and runway footage. Magic also launched a new footwear show, FN Platform, with more than 500 brands over 60,000 square feet. Feedback from attend-ees and exhibitors was positive, and nonstop shuttle service between venues allowed for a smooth fl ow.

Torchmark Corporation’s Combined Incentive and Award Trip This Fortune 500 company invited employees from four of its fi ve insurance companies for an incentive trip to the Fontainebleau from July 7 to 10. Unlike last year’s incentive cruise, on which each com-pany held separate award ceremo-nies, this time around Torchmark assistant vice president Donita Jacobs paired the companies into two groups to recognize the top pro-ducers and managers. “Torchmark is trying to bring all the companies under our umbrella together, so we thought having them exposed to one another would help in the pro-cess,” said Jacobs, who coordinated the four-day trip. Blooming Designs and Events designed the Rat Pack-themed events, which used the same ballroom decor for ceremonies on consecutive nights.

Orlando Shakespeare Theater Opening Gala Sometimes a simple twist can make a big difference. The Orlando Shakespeare Theater gained nearly 40 percent more

revenue—net-ting more than $110,000—from its 10th season opening gala on September 12 by selling more tickets and expanding its

auction. The theater company held its fund-raiser on a Sunday instead of Saturday, which helped boost at-tendance to 315 guests, 20 percent more than in 2009. “We took a gamble that Sunday would be bet-ter because it didn’t compete with other nonprofi t and sports events in Central Florida,” said Melissa Mason, the theater’s director of marketing. The day change also prompted orga-nizers to hold the event earlier; it ran from 5 to 8 p.m., instead of from 6 to 10 p.m., as in years past.

Black Creativity Gala In January, the Black Creativity gala at Chicago’s Museum of Science and Industry got a new format. Past iterations of the event, which honors African Americans’ scientifi c achievements, included a sit-down dinner and dancing. When it became clear that guests wanted more of the latter— “guests at this gala do not stay in their seats,” said museum manager of community affairs Octavia Hooks—planners replaced the sit-down meal with a strolling buffet and added a new lounge with a DJ and an additional dance fl oor. When guests arrived, chair Peggy A. Montes delivered welcome news:

“Tonight, you do not have to sit”—and the dance party lasted till the wee hours.

New York Fashion Week After 17 years at Bryant Park, IMG Fashion took a risky step—relocating the twice-yearly Fashion Week to the less-central campus at Lincoln Center. But the move enabled producers to revise the look, layout, and technology used for designer shows and set a new standard for the trade’s most important event. In doing so, IMG attracted 87 shows and presentations to its new site, up from the 63 during Mercedes-Benz Fashion Week’s fi nal season at the park. Additionally, a partnership with electronic invitation and check-in program FashionGPS signifi cantly reduced costs for designers and made getting into the tents more effi cient for attendees.

Canada Blooms The country’s larg-est fl ower and garden festival relo-cated to the Direct Energy Centre at Exhibition Place after 13 years at the

Metro Toronto Convention Centre. “Sometimes you need to refocus,” said Canada Blooms general man-ager Gerry Ginsberg. The move en-abled landscapers and providers—who invest almost $10 million in the show—to be more creative with their displays, thanks to easier load-in. Organizers also revamped the opening gala, dropping ticket prices from $200 to $75, which contributed to a nearly 200-person spike in at-tendance over 2009. Instead of open bars and entertainment, the party directed more attention to the hor-ticulture industry, with 20 garden-ing personalities opening the show, which saw a 16 percent increase in overall attendance.

Ball on the Mall As one of the few groups allowed to host an evening gala on the National Mall, the Trust for the National Mall’s L’Enfant

Society already has an exclusive sales pitch, along with plenty of guests willing to spend several hundred dollars to party in the shadow of the Washington Monument. Looking to capitalize even further on the second annual event, the society’s planning committee added a two-hour, V.I.P. seated dinner for 350 people prior to the evening reception. It drew a new range of sponsors, helping double the evening’s take from $150,000 in 2009 to $350,000 in 2010.

Gifts, Not BagsFifty-pound goodie bags aren’t as common as they used to be, but small tokens still helped end events on a high note.

WORST TREND OF 2010: “Cupcakes. Unless it is a children’s event, they’ve worn out their welcome. There are so many other creative dessert options.” Jason Wanderer, owner, Precision Event Group, Los Angeles

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Gerry Ginsberg

88

Feminine Wiles From conferences to benefi ts to public happenings, these events appealed to women with a mix of empowerment and escapism—plus plenty of freebies.

To celebrate its 10th anniversary, Real Simple magazine held public demos in Chicago’s Union Station in April, where experts offered tips on topics such as hairstyling and table setting.

In February, Chicago’s Joffrey Ballet held a girly ladies lunch with pampering stations, pink champagne, and long-stemmed roses handed out by male staffers.

BEST OF 2010

WORST TREND OF 2010: “White Plexiglass bars! Every event starts to look the same, and there are ways to custom-design these bars to create a much more interesting effect. Create a wallpaper effect out of decals, insert a natural wood element, or mirror the front side to add more interest.” Beth Appleton, director, communications and experimental marketing, Telus, Toronto

In August, Lara Shriftman, partner at public relations and event agency Harrison & Shriftman, held her annual Girl’s Party in Miami, offering guests a day of beauty, shopping, dining, and gifting.

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At the Jacob’s Cure Gala in New York in May, attendees used Bid Pal handhelds during a silent auction and live bidding to win prizes like a walk-on role in an episode of Entourage.

New York’s Robin Hood Foundation used IML audience-response devices to set a new fund-raising record of $87.8 million at its May benefi t. And at the American Cancer Society’s Discovery Ball in Chicago, the devices helped raise more than $2 million.

FAVORITE TREND OF 2010: “Using an iPad to replace all the paper for event managers and producers, including while checking in guests. No more bulky binders!” Quenten Schumacher, senior meeting planner, Sg2 Health Care Intelligence, Chicago


The Watermill Center’s summer benefi t in the Hamptons had its own signature fragrance inspired by the event and its location. WM Paradiso 2010 was sprayed during the party, and 100 bottles were included in the night’s auction.

At the L.A. premiere of Valentine’s Day in February, organizers created cabanas within the tented party for the movie’s giant cast.

For the Winter Olympics in Vancouver, Samsung created a pavilion that had a 3-D theater, with several large screens constantly broadcasting images uploaded by guests.

At Friends of the High Line’s summer benefi t in New York, Bronson van Wyck used a 600-foot-long strip of hanging foliage to connect several dining rooms and dress up a white space.

In July, Smirnoff threw a comic-book-themed event in Toronto, complete with red carpet illustrations depicting people arriving at a party.

Disney Interactive’s 15,000-square-foot exhibit at this summer’s E3 expo in Los Angeles used askew panels to create a dramatic look.

Guests helped themselves to water-cooler cocktails at the Museum of Contemporary Art’s artEdge benefi t in Chicago this May.

Held in New York this summer, Target’s Party for Good had 4,000 National Conference on Volunteering and Service attendees pack 170,000 meals for charity.

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90 bizbash.com may/june 2010

ACTIVITY VENUESBOWLMOR TIMES SQUAREStrike Holdings, the operator of Bowlmor Lanes, opened a 90,000-square-foot outpost of the popular Union Square bowling alley inside the old New York Times building in November. The bilevel complex has seven themed areas, a 220-seat restaurant from David Burke, three lounge sections, and an area for private events. (West 44th St., 212.352.9207)OPENING SOON POLE POSITION RACEWAYThis 80,000-square-foot facility offers two tracks for indoor kart racing, as well as three private meeting, dining, and entertaining areas. Among these spaces is the track-adjacent, 450-square-foot conference room dubbed the Speedway Paddock, which comes equipped with fl at-screen monitors and presentation technology. The newest branch of the venue chain that started in Los Angeles, this locale is scheduled to open at the end of November. (99 Caven Point Road, Jersey City, N.J., 201.333.7223)

CONFERENCE & CONVENTION CENTERSAPELLAOpened in October is the Arthur Backal-operated Apella, a dedicated event and meeting space inside the new Alexandria Center for Life Science. Situated on the second fl oor of the East River-adjacent site, the event and confer-ence center offers 10 spaces fully equipped for presenta-tions, seated dinners, corporate meetings, and private receptions. Tom Colicchio’s Riverpark, partner restaurant and a neighbor inside the center, provides the catering. (450 East 29th St., 2nd Floor, 212.706.4100)SCHOLASTIC PENTHOUSE SUITEIn August, Scholastic opened this duplex event space inside its SoHo headquarters. The elegant penthouse suite, which is fully furnished, is available for seated func-tions as well as cocktail receptions and holds 75 standing or 24 for sit-down lunches or dinners. As with Scholastic’s other venues, on-site catering and technology is provided. (557 Broadway, 212.343.6215)

HOTELSCASSA HOTEL AND RESIDENCESOpened in August, Desires Hotels’ Cassa Hotel and Residences is a 42-story property designed by Ten Arquitectos. Alongside the 57 apartments are 166 hotels rooms furnished with modern amenities. In addition to a restaurant, Cassa Hotel offers meeting spaces on the 10th fl oor, including a 1,000-square-foot suite with a 850-square-foot adjoining terrace. (70 West 45th St., 212.302.8700)CHATWAL NEW YORKThis Midtown property from hotelier Vikram Chatwal’s father, Sant Chatwal, opened in August. The space has 88 rooms and a design courtesy of architect Thierry Despont. Meeting space for as many as 120 seated is available as well as an on-site bar and restaurant from Geoffrey Zakarian. (130 West 44th St., 212.764.6200) GANSEVOORT PARKThis, the sister property to the Hotel Gansevoort in the Meatpacking District, opened in August with 249 rooms. Located in Gramercy Park, the site also offers 13,000 square feet of outdoor rooftop space across three levels, an event space, and a 10,000-square-foot in-house restau-rant. (420 Park Ave. South, 212.730.0100)JAMES NEW YORKOpened in September is the James New York, sister hotel to the James Chicago. The boutique, 20-story property in SoHo has 114 rooms and a garden and lounge on the second fl oor. It will soon offer an as-yet-unnamed restau-rant from a celebrity chef. (27 Grand St., 212.465.2000)SETAI FIFTH AVENUEIn November, the Setai Fifth Avenue opened as a 157-room hotel near the Empire State Building. Stocked with a 185-seat second-fl oor restaurant from chef Michael White and an 11,500-square-foot spa on the fourth fl oor, the modern property also includes meeting space. Located on the third fl oor, the 2,394-square-foot Salon seats 180 or

holds 300 for receptions, and an adjacent boardroom has room for 12. (400 Fifth Ave., 212.695.4005)W NEW YORK—DOWNTOWNContinuing the expansion of the W Hotel brand, Starwood Hotels and Resorts opened this new property in August. In the Financial District, just south of where the Freedom Tower will stand, the downtown building has 217 guest rooms and 223 residential units. There are four meeting and event spaces—the largest is a combination of studio spaces totaling 1,320 square feet—as well as in-house restaurant BLT Bar & Grill. (123 Washington St., 646.826.8600)

INDEPENDENT EVENT SPACESEVENT TENTSAfter Mercedes-Benz Fashion Week’s September run, the tent complex built in Lincoln Center’s Damrosch Park was reconfi gured into a place for the Big Apple Circus. For this year’s run of the circus show, the tents are also available for private event rental, with several areas on offer between October 2010 and January 2011. Roy Braeger Events manages the site as an event space, which includes the 7,500-square-foot Gold Room, the 10,000-square-foot Rotunda, and, of course, the Big Top tent. Groups can also arrange to dine before or after viewing the circus show. (West 65th St., between Columbus and Amsterdam Aves., 718.499.2782)

RESTAURANTSOPENING SOON AI FIORIIn keeping with the growing number of chef-driven hotel restaurants, the Setai Fifth Avenue will open its in-house spot, a contemporary Italian eatery from chef Michael White. Slated for late fall, Al Fiori will be accented with black oak fl oors, limestone accents, and built-in bookcases and offer 185 seats for dining and a 40-seat bar. (400 Fifth Ave.)ATLANTIC GRILL LINCOLN CENTERReplacing a 46-year-old Irish pub near Lincoln Center is a second location of Stephen Hanson’s Atlantic Grill. The new branch of B.R. Guest’s seafood house opened in September with 290 seats and a menu that includes sushi, sashimi, and meat entrées alongside a wide variety of seafood fare. (49 West 64th St., 212.787.4663)ÇA VADone up in neutral tones with wood accents and comfy leather seating, Ça Va is a French brasserie from chef Todd English. Inside the new InterContinental Times Square hotel, the 125-seat eatery opened in July. At the front is Ça Va Marché, a takeout market selling sandwiches, salads, and pastries. Farther in, an L-shaped bar sits between the roomy lounge and the 80-seat main dining room. To the rear of the venue is a private dining section that seats 56. It has audiovisual capabilities and walls that lower from the ceiling to split the area into three separate rooms for smaller groups. (310 West 44th St., 212.803.4545)EATALYFormerly known as the International Toy Center, 200 Fifth Avenue is now home to Eataly, a 32,000-square-foot site housing an upscale food and wine market, restaurants, and a rooftop beer garden. Opened in August, the project is a collaboration between the founders of Eataly in Turin, Italy, and the Batali-Bastianich Hospitality Group run by

Joseph and Lidia Bastianich and Mario Batali. (200 Fifth Ave., 212.229.2560)FOODPARCRestaurateur Jeffrey Chodorow debuted FoodParc, a 20,000-square-foot food market and restaurant inside the newly opened Eventi hotel in September. The enormous, modern food court has gourmet stands and stalls for burgers, dim sum, and other dishes as well as a formal, sit-down restaurant. (851 Ave. of the Americas, 646.600.7140)HILL COUNTRY CHICKENOpened in September, this is the spin-off of Texan barbecue joint Hill Country. The restaurant occupies a 2,700-square-foot, bilevel space in the Flatiron District and offers 100 seats. Hill Country Chicken’s specialty is, of course, fried chicken and the space’s retro decor makes

for a casual setting. (1123 Broadway, 212.257.6446)HURRICANE CLUBIn September, Michael Stillman and Craig Koketsu of Park Avenue Summer/Autumn/Winter/Spring opened this Polynesian restaurant in the space once occupied by Porcao. Inside the expansive, 13,000-square-foot space designed by AvroKO are tiki-style embellishments such as rattan screens, brass leopard heads, forest green-colored banquettes, and Polynesian tattoo-inspired wallpaper. Divided into a collection of themed rooms, the Hurricane Club offers 250 seats. (360 Park Ave. South, 212.951.7111)LAMBS CLUBChef and restaurateur Geoffrey Zakarian opened this restaurant inside the Chatwal New York in August. The Lambs Club offers 90 seats and a 2,500-square-foot lounge on the mezza-nine. (130 West 44th St., 212.997.5262)LINCOLNAccompanying Lincoln Center’s cam-pus expansion is the addition of a Patina Restaurant Group establish-ment, which opened in September with chef Jonathan Benno—former chef de cuisine at Thomas Keller’s Per Se—at the kitchen’s helm. Designed as a glass-enclosed structure with a sloping roof by architectural fi rm Diller Scofi dio & Renfro, Lincoln sits at the northern end of the plaza and offers outdoor terrace eating, an upscale dining area, and a private dining room. (142 West 65th St., 212.359.6500)MARITIME PARCOpened in September, Maritime Parc is a 30,000-square-foot restaurant and event space in Liberty State Park. With views of the Statue of Liberty, the Stephanie Goto-designed venue offers a 90-seat eatery with a 100-person terrace and space for private functions

on the second and third fl oors. As many as 500 guests can use the second fl oor for seated dinners; the third fl oor seats 150 or holds 400 for receptions. (84 Audrey Zapp Drive, Jersey City, NJ, 201.413.0050)RIVERPARKIn September, chef Tom Colicchio and ‘Wichcraft partner Sisha Ortuzar opened Riverpark, a 174-seat restaurant inside the new, East River-adjacent Alexandria Center for Life Science. Designed by architectural fi rm Bentel & Bentel, the contemporary interior is furnished with natural materials—burnished bronze, weathered oak, and brushed limestone—and fl oor-to-ceiling windows. In addition to a 15-seat bar and a 44-seat patio, Riverpark offers a 150-seat private room, which can be divided into two smaller spaces. (450 East 29th St., 212.729.9790)

New York New Venues

The DirectoryA selection of resources from our comprehensive online directory of event and meeting suppliers and venues

Where to...Take a Large Group in MidtownB.R. Guest Restaurant Group expanded its all-American beer-and-burger concept in October with the opening of Bill’s Bar & Burger Rockefeller Center, a casual, oversize spin-off of its popular spot in the Meatpack-ing District. The 10,000-square-foot, bilevel restaurant has 400 seats, with a full bar on each level. For private groups, the 4,866-square-foot street-level space is available for buyout, while the concourse level always remains open to the public. The venue replicates the downtown location’s classic tavern aesthetic with dark wood bars, red leather booths, and gingham checkered tablecloths, accompanied here by graffi ti art and wall murals from local artists. (16 West 51st St., 212.705.8510)


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Pacifi c Coast EntertainmentPacifi c Coast Entertainment is the premier live event production company servicing Huntington Beach and all of Southern California. PCE offers a complete line of Stage Lighting Equipment, Audio Visual Equipment, Live Event Production, Sales and Rentals.

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Barkley Kalpak AssociatesSometimes it’s the small details that become the big issues. That’s why so many of the top corporate brands turn to Barkley Kalpak Associates to envision, design, and execute their events. From product launches to business meetings – BKA takes care of the little things that mean so much.

315 W. 39th St., Studio 607New York, NY 10018T: 212.947.1502www.bka.netService Area: Worldwide

Taylor Creative Inc.Taylor Creative Inc. offers an exclusive rental collection of modern furniture ideally suited for launch parties, fi lm & tv shoots, media events, tradeshows, weddings and social affairs. Known for our white-glove customer service and impeccable quality, we service events nationwide from our locations in New York, Palm Beach and Las Vegas.

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92 bizbash.com may/june 2010

BARS, LOUNGES & CLUBSBAR ROOMPorta Via owner Peter Garland opened the Bar Roomadjacent to his Canon Drive restaurant in Beverly Hills. Designed by his wife, Jill Garland, the Bar Room offers cocktails, beer, and wine, along with small plates of popu-lar Porta Via dishes in an upscale, publike setting. The venue holds 80 and has a glass-topped communal table made from an old iron door with room for 10. (428 North Canon Drive, Beverly Hills, 310.274.6534) DRAI’S HOLLYWOODNightlife entrepreneur Victor Drai has brought his name-sake destination Drai’s Hollywood to the rooftop of the W Hollywood. The splashy space offers more than 20,000 square feet, with sweeping views and multiple areas for events. The 120-seat restaurant is helmed by chef Claude Segal and sits between the lounge and the rooftop pool and patio. (6250 Hollywood Blvd., 323.962.1111)EXCHANGE L.A.The former Los Angeles Stock Exchange building hasreopened as Exchange L.A., a nightlife and event venue with Art Deco character and original historic elements. After a $5 million retrofi t and restoration, the space began booking private events in June and is available for buyout with room for 1,000 people; permits can increase that number by several hundred. The entire venue is 25,000 square feet and includes four stories and four bars. (618 South Spring St., 213.627.8070)PREMIERE SUPPER CLUBVinny Laresca’s latest undertaking is5,000-square-foot nightclub Premiere, which opened in September. The space opened as a midcentury Spanish theater inspired by the works of Gaudí and Dalí, but the venue will undergo revivals and reopenings as the seasons come and go. The venue aims to create the feel of a theater, with props, stag-ing, and theatrical details. Premiere has room for 410. (1710 Las Palmas Blvd., 323.978.0730)STATION HOLLYWOODStation Hollywood opened at the WHollywood earlier this year. Backed up against the M.T.A.’s Hollywood & Vine station, this outdoor bar and lounge has dark woods, woven resin chairs and a V.I.P. area. The venue’s 600-square-foot retractable screen, surround sound system, and HD projector are avail-able for events. (6250 Hollywood Blvd., Hollywood, 323.798.1300)SUITE 700The 71-room Hotel Shangri-La hasopened Suite 700. The new rooftop bar and lounge from nightlife entrepreneur and designer Marc Smith has a Nautical Moderne design with unobstructed views of the ocean. Terraces offer plush lounge seating and fi re pits. Inside, gray fl annel covers walls, and there are etched mirrors, large windows, and a dramatic scalloped fi replace. The space is available for buyout, with room for about 75. (1301 Ocean Ave., Santa Monica, 310.394.2791)TAR PITTar Pit is a luxe Art Deco-inspired bôitewith ornate chandeliers, mirrored walls, and leather banquettes. The space can seat more than 90 or hold about 150 for receptions. The new project from Mark Peel and Audrey Saunders offers artisanal cocktails, bar fare, and a full menu. Tar Pit is available for buyouts for events, but there are no private rooms. (609 North La Brea Ave., 323.965.1300)

CONFERENCE CENTERSOPENING SOON FAIRPLEX CONFERENCE CENTERIn February 2010, the Fairplex in Pomona held a groundbreaking ceremony for its conference center, an 85,000-square-foot high-tech venue suited for trade shows and meetings. The ceremony marked the begin-ning of a yearlong construction project. Incorporating the conversion of a 33,600-square-foot exhibit building into the development of a new 50,000-square-foot structure, the new center will play up the existing Art Deco qualities of the Fairplex grounds, as well as the parklike setting. (1101 West McKinley, Pomona, 909.623.3111)

GARLAND CENTERThe Beverly Garland Holiday Inn recently debuted itsredesigned Garland Center conference center, part of a series of upgrades at the property over the last year. Six separate meeting spaces, including the 132-seat Beverly Garland Theater, which has plush chairs with retract-able desks, are in the center. The Spanish-infl uenced mission-style hotel offers more than 12,000 square feet of event space overall. An additional 2,500 square feet of landscaped outdoor space allows for outdoor events. (4222 Vineland Ave., North Hollywood, 818.255.7491)

ENTERTAINMENT VENUEMUSIC BOXSteps off the Hollywood Boulevard Walk of Fame, theMusic Box (formerly the Fonda) recently completed a signifi cant renovation. The venue was built in the ’20s and functioned as a playhouse and movie theater before being turned into a concert venue. The main ballroom has room for 800 standing guests. The balcony overlooking it has room for 250, and the rooftop patio holds 300. (6126 Hollywood Blvd., 323.464.0808)

HOTELSANDAZ WEST HOLLYWOOD/ RHThe hotel has 5,500 square feet of indoor meeting space.Additional meeting spaces include a rooftop deck and

heated pool area for 100, and a 100-seat French restaurant, RH. A 62-square- foot private room at RH, known as the wine gallery, seats 25 for a meal. (8401 Sunset Blvd., 323.656.1234)FOUR SEASONS LOS ANGELESOne of the final pieces of the FourSeasons Hotel Los Angeles at Beverly Hills’ $33 million renovation project is Culina, Modern Italian, where a private room holds 40 and a semipri-vate glass-enclosed room seats 10. The airy new restaurant has indoor and outdoor dining and a bar and lounge area with an interactive crudo bar. (300 South Doheny Drive, 310.273.2222)JW MARRIOTT AT L.A. LIVEThis new 878-room hotel at L.A. Liveshares a 54-story tower with the new Ritz-Carlton. The hotel offers 75,000 square feet of indoor meeting space, including the 26,000-square-foot Diamond Ballroom, two smaller ballrooms, nine meeting rooms, and two boardrooms. The hotel has a restaurant, a wine bar, and a rooftop lounge. (900 West Olympic Blvd., 213.765.8600)

INDEPENDENT EVENT SPACESCONCRETE LOFTThe raw Concrete Loft expanded inJuly. Now, it’s about 6,000 square feet with fl oor-to-ceiling views to the north, south, and east, including striking downtown vistas. The space has been used for photo shoots by Dior and Vogue, and is also available for event booking. The main area is 45 by 90 feet. The new expansion forms an L shape, connecting with another space that measures 35 by 60. There are 11-foot-high ceilings. A refrigera-tor, microwave, burners, and counter space allow for food preparation, and there are three bathrooms on site. (404 Wilshire Blvd., Suite 7F, 310.871.8004)EVE ON NEMOEve on Nemo is a new multi-use venuethat seats 70 or holds 100 for receptions. It has a full kitchen, 1,300 square feet

of indoor space, and a patio with a stone fi re pit—since L.A. winters often allow for alfresco events. Chandeliers, birdcages, and a live-succulent-framed mirror round out the decor. (9045 Nemo St., West Hollywood, 310.278.8181)650 NORTHOpened in the former Republic space, 650 North is a newly remodeled venue in West Hollywood. The 14,000-square-foot property has two levels and a maximum event capacity of 1,200 guests with the right permits, or 180 for a seated event. There is an adjacent 5,000-square-foot outdoor area for use for large events. (650 North La Cienega Blvd., West Hollywood, 310.360.1600)

MUSEUMNATURAL HISTORY MUSEUMThe Natural History Museum recently opened the new“Age of Mammals” exhibit inside the museum’s newly restored 1913 building. The historic rotunda, closed for renovations since 2006, also opened this summer and is now accepting event bookings. The space can be used in conjunction with the Exposition Rose Garden. It holds 250 for receptions or seats 120. (900 Exposition Blvd., 213.763.3466)

RESTAURANTSHARD ROCK CAFE—HOLLYWOOD & HIGHLAND CENTERThe Hard Rock Cafe debuted in the Hollywood & HighlandCenter in July. The 20,000-square-foot venue can hold 906 guests and is Hard Rock’s second location in Hollywood. A private room seats 40. The whole restaurant is convert-ible into a live music space at full capacity. Memorabilia includes Jim Morrison’s pants and a 1965 letter from Janis Joplin. (6801 Hollywood Blvd., Hollywood, 818.622.7660)LA SANDIA MEXICAN KITCHEN & TEQUILA BARThis venue, from chef Richard Sandoval and businesspartner Maestro Placido Domingo, offers Mexican cuisine and an extensive tequila bar. There are 175 seats in the main dining room and 25 for communal dining. A patio lounge has room for 16 seated guests, while the front and side terraces hold 25 each and the bar and lounge seats 50 or holds 60 for cocktails. La Sandia’s bar includes more than 250 different tequilas and mezcals. (395 Santa Monica Place, Santa Monica, 310.393.3300)OLIVE KITCHEN & BARThe Olive Kitchen & Bar, owned by Greg Morris, openedinside the Grafton Hotel on the Sunset Strip. The restau-rant offers casual fi ne dining and California-Italian cuisine. Olive Kitchen & Bar has a capacity of 60, with room for 10 on the pool deck and eight at the bar. The dining room is open until midnight and the bar until 2 a.m. daily. (8462 Sunset Blvd., 323.650.1250)TIATOThe An Catering family has opened a new restaurant inSanta Monica, known as Tiato. The space seats 200 inside the 2,414-square-foot cafe and 300 in the 4,300-square-foot patio garden. The venue has a total standing capacity of 500, and the bar fi ts 17. There is also a 240-square-foot private dining room for 14. (2700 Colorado Ave., Santa Monica, 310.866.5228)TIGERTiger restaurant opened in April. The sushi restaurant isavailable for buyout with a total capacity of 100. Design fi rm iCrave is behind the natural, wood-fi lled look of the venue, which serves what it calls “post-Asian” cuisine, meaning new dishes that strive for innovation alongside well-known classics. The menu includes traditional sushi rolls, signature rolls, robata, and other hot and cold dishes. (340 North Canon Drive, Beverly Hills, 310.274.3200)UPPER WESTAs its name implies, the design for this new restaurant is meant to evoke New York, with 28-foot ceilings, and open kitchen, and urban-rustic decor that channels loft life. Upper West has a 27-foot bar with hightop tables, couches, and a substantial list of specialty cocktails. In addition to its main dining room, there is an 800-square-foot patio. The venue has room for 125 for a seated event or 170 for a reception. (3321 Pico Blvd., Santa Monica, 310.586.1111)WATERLOO & CITY’SOffi cially opened in May in Culver City, Waterloo & City’s main dining area and patio seat 145 guests; the bar seats 30. The venue is available for full buyout on a case-by-case basis, with preference given to daytime events. Groups of as many as 15 may dine in a semiprivate section of the restaurant.(12517 Washington Blvd., 310.391.4222)XINORestaurateur Chris Yeo recently opened, Xino, a Chinese restaurant and cocktail den, on the Dining Deck at the redone Santa Monica Place mall. Xino is divided into four spaces: the front bar and lounge area, a main dining area, and dining patio. The capacity is 470 total, 285 inside and 185 outside. The venue is available for buyouts. Xino offers a menu of modern and upscale Chinese cuisine. (395 Santa Monica Place, Ste. 308, 310.755.6220)ZENGOChef Richard Sandoval and partner Maestro Placido Domingo opened this Latin-Asian venue in August. The space holds about 350 for a reception, and a private dining room has room for six for a seated event, or 15 for cock-tails. A patio holds 80 for a reception. Zengo has ethnic touches—teal, glazed red tile, brown leathers, and black concrete tile fl ooring. The north facade is comprised of movable glass walls that open to the covered patio. (395 Santa Monica Place, Santa Monica, 310.899.1000)

Where to...Take a Group With Dietary RestrictionsNeighborhood favorite Mäni’s has opened a second location, Mäni’s on Maple. The new restaurant has a full bar, large patio, private dining room, special event capabilities, and retail bakery. The menu focuses on healthy American cuisine and accommodates organic, vegan, and gluten-free dietary restrictions. Under the direc-tion of executive chef David Wolfe, new menu additions underscore the venue’s mission to use locally grown produce, grass-fed meats, organic and free-range poultry, and sustain-able seafood. A full bar offers custom cocktails using organic fruits and juices, house-made mixers, and fresh herbs. A wine list offers biodynamic, organic, and sustainably produced wines. Mäni’s on Maple’s pri-vate dining room holds 24, and the large courtyard also allows private dining. (345 North Maple Drive, Beverly Hills, 310.247.0009)

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Los Angeles New Venues

To share your success via the BashFlash program, contact your BizBash sales representative or Robert Fitzgerald at 646.839.6840.

Where Event Professionals Announce the Who, What, Where, and Wow of the Events Industry

AFR Event Furnishingsis pleased to announce that the company has provided the Furniture Rentals for

PFLAG’s The L.A. EventOctober 1, 2010 in Los Angeles www.rentfurniture.com 888-237-7368

Goodman Audio Services is pleased to announce that the company has provided the Sound for

The Women’s ConferenceOctober 24, 2010 in Long Beach www.goodmanaudio.com 562-921-0909

Party Rental Ltd.is pleased to announce that the company has provided the Rentals for

Skintimate StudiosSeptember 14, 2010 in New York www.partyrentalltd.com 201-727-4700

Party Rental Ltd.is pleased to announce that the company has provided the Rentals for

2010 McGraw-Hill Harold W. McGaw Jr. Prize in Education Gala

September 28, 2010 in New York www.partyrentalltd.com 201-727-4700

Canard Inc.is pleased to announce that the company has provided the Catering for

Fortune’s “40 Under 40” PartyOctober 19, 2010 in New York www.canardinc.com 212-947-2480

Exchange LAWe’re rolling out the red carpet for you at downtown LA’s hot, new multi-purpose venue and club, inside the historic Los Angeles Stock Exchange Building. Reception for Event Planners Thursday, September 29th at 618 S. Spring Street, Los Angeles, CA 90014

www.exchangela.com 213-627-8070

Pranna Restaurantis pleased to have launched the official introduction of

Executive Chef Keith KornfeldSeptember 21, 2010 in New York’s Flatiron District www.prannarestaurant.com 212-696-5700

ADVERTISEMENT

Classic Party Rentalss pleased to announce that the company has provided the Rentals for

Environmental Media AwardsOctober 16, 2010 in Burbank www.classicpartyrentals.com 310-535-3660

ADVERTISEMENT

INSIDE EDGE

The Green Event Mission completed a series of launch events with luncheons in Las Vegas, on September 14 at the Mandarin Oriental; New York City, on September 29 at the New York Downtown Marriott; and Washington, D.C., on October 5 at the Ronald Reagan Building and International Trade Center.

The luncheons provided forums for leading event professionals to discuss G.E.M.’s work, as it begins its mission to bring together individuals, corporations, and organizations that strive to produce eco-friendly events. Each venue was selected for its high environmental standards.

G.E.M. is a collaboration among the Green Meeting Industry Council, Classic Party Rentals, and BizBash Media. For more information, please contact Nicole Edwards at [email protected]. (310.535.3660 ext. 320, bizbash.com/gem)

Canard Inc. won the “Best Overall Catering at an Event” category at the 2010 BizBash New York Expo & Awards. Canard won the award for its innovative catering at the Museum of Modern Art’s Closing Dinner for the Marina Abramovic exhibition. Menu items included crab and melon salad on a wonton tuile with elderfl ower gelée, heirloom tomato sashimi and banana polenta with pink peppercorns, and morel-dusted fi let of beef with purple caulifl ower puree, carrot gelée, and candied bacon jam.

Canard has been a leading New York caterer for more than 20 years with clients including LVMH, God’s Love We Deliver, and ABC. Canard is available for events ranging from elegant at-home dinners to gala nights for more than 1500 people. (212.947.2480, www.canardinc.com)

Green Event Mission Holds Luncheons in New York, D.C., and Las Vegas

Canard Inc. Wins BizBash Event Catering Award

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PRESENTING SPONSOR HOST SPONSORS

February 24-27, 2011

CELEBRATING 10 YEARS

www.sobefest.com | 877-762-3933Tickets Available Now!

Paula DeenGuy Fieri

Bobby FlayEmeril Lagasse

Rachael RayGiada De Laurentiis

and many more

FEATURING

96 bizbash.com january/february 2010

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Super Saturday in the Hamptons has grown tremendously, and this year featured tents with unique shade cutouts. But has the whole thing gotten just a bit too super?

Two revelers at Fashion’s Night Out got their newly “styled” game on for a digital camera at Diane von Furstenberg’s store. Was it Coco Chanel who recommended looking in the mirror and taking one thing off?

This teeming crowd shot from Fashion’s Night Out shows how successful Vogue’s promotion has become—and why I won’t risk attending again.

Where Ted’s Been

Yes, I have a Facebook page and a Twitter account. Both were started in a moment of panic—thinking I was about to be left behind on the barren island of mainstream (or lamestream, as per Sarah Palin) me-dia, watching while the nimble and able sailed off on the cruise ship of the future, Technologica.

But every time I log on, I’m overwhelmed by the unwanted obligation of it all. Friends who want responses, new followers for whom I have nothing to tweet. The most guilt-laden of these spots is Linked-In—people who want recommen-dations, referrals, or career advice, none of whom I respond to. Will they lose a job because I’m too lazy? Who knows. By the time I’ve read the new messages, I’ve lost interest in the whole thing.

While ashamed of my Ludditism, I always took solace in sensing that I wasn’t missing much. There’s Demi Moore, again, posting pictures of herself in bed with Ashton (as if that would throw us off the scent). Or Palin making her political prognos-tications. (She’s one of the few who has no problem getting the bulk of her wisdom across in the allotted 140 characters.) And all those bullies, posting hate speech on each other’s walls. It just seems to me that social media is one whole world of self-promoting jackasses.

And now I’m hearing about tweeting at events. Nick Cannon of-fered to send three sponsor tweets at one of his two 30th birthday par-ties for the princely sum of $25,000. Yikes. Then somebody sent me the deck for Robert Verdi’s Twitter par-ties, which are imaginatively called “Tweet This!” Now, I know and like Robert; he’s been interviewed here before, he has clever entertaining ideas, and, despite his own some-what exaggerated appearance, good taste.

But after spending an entire afternoon researching his new busi-ness model, I have to admit I’m just completely bamboozled. But here’s what I fi gured out.

Robert owns this loft in New York, which he calls Luxe Labora-tory. He rents it out for events, and throws parties promoting his own brands. Approximately once a month he does a themed Twitter gathering. In September there’s Fashion Week (duh!), and holiday gift giving in December (double duh!).

Not all the months are as “luxe” as others. In one video, Robert holds up a soiled glass bowl while talking about toilet cleaning. It’s a “Spring Clean-ing” party sponsored by Scrubbing Bubbles. I was also a little surprised to see a Panasonic electric vibrating chair touted as one of the Fashion Week must-haves. My grandfather

had a magic fi ngers chair. He died 15 years ago.

The events are attended by 30 to 40 “key online editors and infl uencers.” Sponsors’ products are shown on a plasma screen, aired on UChatLive, and simultweeted at robertverditweetthis.blogspot.com.

The idea is that while he demon-strates the products, his infl uencers are tweeting to their followers, and they tweet to friends, and they tweet to friends, and so on and so on just like that shampoo commercial. The incentive for retweeting is a gift bag of all the products featured. To be a sponsor, companies pay between $2,500 and $10,000 for two or three tweets and one TwitPic. Some spon-sorships are given away for free. But the sponsors don’t know who pays what, if anything, according to Ash-ley Mallinson, who runs the program with Robert. There’s all sorts of other bells and whistles you can add on, like a branded Twitter competition and brand-specifi c tracking and met-rics. And the promotional material variously boasts a million followers per event and a cumulative program reach of fi ve million. It’s all very am-bitious and ambiguous.

Ashley explains that they ar-rived at their audience claims using a program called Spredfast. Robert himself has more than 16,000 fol-lowers, and if you add up the total number of followers of every Web site and every tweeter, I suppose it’s possible to get a fi gure in the millions. But how many of these are really being read?

When you go to his actual Twit-ter page, it’s clear that the event attendees are tweeting away like fi ends to get their free goodies.

But as a friend whom I asked to help me evaluate this program wrote me: “Who the hell are these people retweeting ‘Once you try Smartwater you’ll agree it’s the “smartest” choice in bottled water’? Actually, seriously—who the hell are these people?”

Maybe I’m missing something, but despite my respect for Mr. Verdi, to me this all seems to add up to an elaborately staged hill of beans. Just in time, The New Yorker arrived with a Malcolm Gladwell piece, “Small Change: Why the revolution will not be tweeted.” Gladwell debunks the myth that Twitter helped drive the Iran election revolts (all the tweeters that got media coverage were in English, while in Iran most people speak Farsi), and explains that while social media is able to reach large audiences very quickly, those audiences’ level of involvement is extremely low. (“The Facebook page of the Save Darfur Coalition has 1,282,339 members, who have donat-ed an average of nine cents apiece,” he points out.)

In the movie The Social Network, Facebook founder Mark Zuckerberg’s character repeatedly asserts that once the site starts accepting adver-tising, it will no longer be cool. I think the idea of paid tweeting for toilet bowl cleaners proves his point.

Which brings me to my point, rather abruptly. Yo! Event people! Take heart. The real social network is still you guys, putting people together in person. Where interest-ing locales, meaningful content, and thought-provoking design can still do magic. And where tweets can only follow.

Twitter OffI’m not buying the magic of social media.


Documents

New York/LA Winter 2010