events meetings marketing style strategy Miami/South Florida ideas
$4.95 summer 2010 BiZBash.com
The venue Report Our annual Look at New Locations 544 Places for Meetings & Events
How Social Media Experts Do Face-to-Face Events
REaDER SuRvEy How your Job Is Changing
PLuS: Outdoor Rentals Summer Party Tips Gifts That Give Back attention-Getting Invites
T H E S PA C E M I A M I simply divine
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PHOTOS: MATT HORTON/ARTIST GROUP PHOTOGRAPHY FOR BIZBASH
MIAMI/SOUTH FLORIDA Volume 8, Issue 2 Summer 2010 © 2010 BizBash Media Before some 500 women (and a few men) turned out for a private Sex and the City 2 screening at the Regal South Beach Cinema on May 26, they attended a pre-party at the 1111 Lincoln Road Event Space across the street. Coordinated by the Vibe Agency, it was the ﬁrst of six parties around the country produced independently of Warner Brothers’ ofﬁcial premieres. Mimicking movie scenes in Abu Dhabi, the far end of the event space had an Arabian-style lounge with jewel-toned pillows, lamps, hookah pipes, and elaborate rugs from Moroccan Nights Events. An animal trainer even walked a camel through for photos. More photos are on BizBash.com.
On the Cover Located on the seventh ﬂoor of a parking garage, the 1111 Lincoln Road Event Space held its grand opening dinner in November 2009. Photographed by Iwan Baan.
FROM THE EDITORS Quick notes for short attention spans
READERS’ FORUM What are your must-haves for outdoor events?
THE SCOUT 11 Colored tape installations 12 Meatless entrées Outdoor-friendly rentals 13 Attention-grabbing invitations 14 How do you attract younger guests? 15 Plant designer Paloma Teppa 16 Corporate gifts with charitable tie-ins 17 An online marketing leader’s ambitious ofﬂine event 18 Stylish ways to communicate an organization’s purpose
21 23 24 25 26 28
EVENT REPORTS Dinner in a concert hall at TD Bank’s awards dinner Cooking with coffee for Nespresso’s store opening From Vancouver: Coca-Cola’s Olympic pavilion Women’s Wear Daily’s C.E.O. conference From Orlando: Travel trade show at Disney debuts new event props From Washington: The White House Correspondents’ Association dinner’s A-list after-parties Heineken’s beer bash From Boston: The Institute of Contemporary Art’s spring beneﬁt From Los Angeles: The Milken Institute Global Conference
32 From Las Vegas: Conde Nast Traveler’s Hot List party moves cross country 33 From New York: O, The Oprah Magazine’s 10th anniversary 34 MOCA partners with Web site to promote annual beneﬁt 37 The Miami Venue Report A roundup of South Florida’s newest spots for events, meetings, and entertaining 43 The New Reality Planners’ biggest challenges, according to our reader survey 46 South Beach Wine and Food Festival Four days of foodie events and sponsor parties THE DIRECTORY 55 South Florida venues TED KRUCKEL 72 Tips for beating the heat at summer events
ON BIZBASH.COM Comprehensive 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
bizbash.com summer 2010 3
From the Editors
EDITOR IN CHIEF Chad Kaydo NEWS EDITOR Courtney Thompson STYLE EDITOR Lisa Cericola ASSOCIATE EDITORS Michael O’Connell, Anna Sekula
Not-So-Deep Thinking No time for a long column? How about a few short thoughts?
4 bizbash.com summer 2010
LOS ANGELES EDITOR/BUREAU CHIEF Alesandra Dubin
MIAMI EDITOR/BUREAU CHIEF D. Channing Muller
Flowers from Vert-De-Gris at Politico’s brunch after the White House Correspondent’s Association dinner
TORONTO EDITOR/BUREAU CHIEF Susan O’Neill
ART ART DIRECTOR Joey Bouchard ASSISTANT ART/PRODUCTION DIRECTOR Carolyn Curtis
PHOTO PHOTO EDITOR Alison Whittington ASSISTANT PHOTO EDITOR Jessica Torossian
COPY & RESEARCH ASSISTANT MANAGING EDITOR Claire Hoffman EDITORIAL INTERNS Melanie Barnes, Katherine Levering,
Katherine Puccio, Jennifer Ross
Our L.A. keynote speaker Mindy Weiss A Confession I’m no expert on the ﬁner ﬁnancial points of the airline or hospitality industries, and surely executives or PR people from either could explain their various policies. My point is how these experiences make customers feel, which affects buying decisions. Advertising a cheap rate and then piling on additional costs might increase short-term revenue, but it’s not a good long-term branding strategy. More to the Event Industry Point You can have whatever excuses you want for a less-thanstellar guest experience, but the fact is guests don’t care. They remember what they remember, which might be the six-foot ﬂoral arrangements, or it might be the 20-minute valet wait. You can’t control what they talk about the next day, but you can inﬂuence what they experience. D.C. Status Update Most of the folks I encountered while covering the White House Correspondents’ Association Dinner weekend in Washington were focused squarely on the guest lists of the various parties. They looked past the food to the famous faces, which I’ll grant in many cases was the more interesting choice. But some hosts still put out stylish spreads that would stand out in any market. Some highlights are on page 28. Weiss Is Nice Our L.A. keynote speaker, Mindy Weiss, started with photos from her own family gatherings—and self-deprecating asides about her former hairstyles. Moving on to the celebrity nuptials she’s known for, she gave a candid, funny presentation full of sound bites (as Colin Cowie did in Florida in April). “Great entertainment, great bar, great party.” “Every designer is focusing on lighting ﬁxtures.” (She predicts we’ll see more residential ﬁxtures at parties.) “Always end, if it’s in the budget, with ﬁreworks.” Ka-boom. —Chad Kaydo
CONTRIBUTORS EDITOR AT LARGE Ted Kruckel WRITER AT LARGE, LOS ANGELES Irene Lacher CONTRIBUTING EDITORS Mimi O’Connor, Brendan Spiegel WASHINGTON: T.J. Walter CONTRIBUTING WRITERS Meryl Rothstein, Andi Teran LOS ANGELES: Shilpa Gopinath, Rosalba Curiel TORONTO: Amy Lazar, Erin Letson WASHINGTON: Adele Chapin, Walter Nicholls COPY EDITOR Josh Wimmer CONTRIBUTING 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 Crewe EDITORIAL OFFICES 21 West 38th St., 13th Floor, New York, NY 10018 phone: 646.638.3600, fax: 646.638.3601 CHICAGO BUREAU 312.436.2525 LOS ANGELES BUREAU 310.659.9510 MIAMI BUREAU 1450 NE 123 St., North Miami, FL 33161 305.808.3535 TORONTO BUREAU 1 Thorncliff Park Drive, Suite 110, Toronto, ON M4H 1G9 416.425.6380 CONTACT US Editorial Feedback and Ideas: email@example.com Event Invitations, Press Releases: firstname.lastname@example.org Directory Listings: email@example.com Subscription Inquiries: 646.839.6835, firstname.lastname@example.org New Subscriptions: bizbash.com/subscribe Subscription Renewals: bizbash.com/renew Reprints: Dani Rose, The YGS Group 800.494.9051 ext. 125, email@example.com BIZBASH MEDIA C.E.O. AND FOUNDER David Adler PRESIDENT Richard Aaron BOARD OF DIRECTORS Jonathan Adler (CHAIRMAN), Richard Aaron, David Adler, Beverly Chell, Martin Maleska, Todd Pietri
Last week I came across three interesting takes on how electronic media is affecting how we think and behave. First The New York Times ran a long front-page piece about the impact of our devotion to information-loaded screens (computers, smartphones, iPads, etc.) and toggling between their apps, emails, videos, texts, games, and RSS feeds. In a nutshell: Our multitasking is actually making it harder for us to move between tasks effectively. Next, on a ﬂight from New York to our annual expo in Los Angeles, in Bloomberg BusinessWeek I read a review of The Shallows: What the Internet Is Doing to Our Brains, a new book by Nicholas Carr. He says all those Facebook status updates and animated banner ads are zapping our ability to recall information and comprehend what we read. Lastly, while stopping for a drink at the Bazaar, the José Andrés restaurant inside the SLS Hotel in Beverly Hills, I skimmed an op-ed piece by Harvard psychology professor Steven Pinker—using a Times app on my iPhone. He suggests everyone chill out about the above. Text messages and CNN screen crawls haven’t exactly slowed the pace of scientiﬁc discovery. And our experiences can’t change the brain’s basic capacities. All interesting points—and things to consider when developing event content. It’s also my excuse/inspiration for ﬁlling this space with random thoughts instead of a cohesive note. Here goes: Speaking of Flying The experience was ﬁlled with the indignities we’ve come to expect from airline travel. Extra fees for checked luggage, food, and Wi-Fi. (I’m half expecting to pay to rent a seat belt next time.) I folded myself into an exit row seat that somehow had less legroom than normal, if you can believe that. But Then… Consider the contrast of checking in at the new Andaz West Hollywood. The concept, as I see it, is modern boutique hotel design with homey service touches. (I’ve also toured the Andaz Wall Street in New York.) There’s no front desk; casually dressed roving staffers armed with tablet computers check you in while sitting on a sofa or standing at a kiosk. The minibar snacks and sodas are free, you pay for booze and beer. There is free Internet access, too, which always wins points from me. (I should note I stayed there because the hotel has a business deal with BizBash.)
CHICAGO EDITOR/BUREAU CHIEF Jenny Berg
SENIOR VICE PRESIDENT OF SALES AND MARKETING Robert Fitzgerald CHIEF FINANCIAL OFFICER, CHIEF OPERATING OFFICER David Micciulla
HOST YOUR EVENT WHERE THE STARS SHINE!
MARKETING & CIRCULATION MARKETING MANAGER Aram Fischer PRINT CIRCULATION DIRECTOR Tracey Harilall
PRODUCTION DIRECTOR OF PRODUCTION AND CUSTOMER SERVICE J.P. Pagán NEW MEDIA COORDINATOR Jamie Hile
EVENTS SENIOR EVENTS MANAGER Sheryl Olaskowitz
OPERATIONS VICE PRESIDENT, CONTROLLER David Levine STAFF ACCOUNTANT Shahla Nas SENIOR DEVELOPER Wei Zheng
BIZBASH NEW YORK 21 West 38th St., 13th Floor, New York, NY 10018 646.638.3600, fax: 646.638.3601 PUBLISHER Jacqueline Gould ADVERTISING DIRECTOR Lauren Stonecipher ASSOCIATE PUBLISHER, NATIONAL VENUE GUIDE/ASSOCIATE PUBLISHER, BIZBASH BOSTON Andrew Carlin ACCOUNT EXECUTIVE Erica Fand ACCOUNT EXECUTIVE Kristie Hudson SALES ASSISTANT Robert Connell
BIZBASH BOSTON 617.340.3914 BIZBASH CHICAGO 312.436.2525 PUBLISHER Susan Babin ACCOUNT EXECUTIVE Julia Kearney
BIZBASH FLORIDA 1450 NE 123rd St., North Miami, FL 33161 305.893.8771 PUBLISHER Ann Keusch ACCOUNT EXECUTIVE Leslie Rose BIZBASH LAS VEGAS 702.425.8513 ASSOCIATE PUBLISHER Jessica Slama
CONSIDER BROWARD CENTER FOR YOUR NEXT EVENT: • 10 Unique Event Spaces For 50 to 2000 Guests! • Theater, Concert and Banquet Halls • Indoor and Outdoor Venues • Full Service Custom Catering
BIZBASH LOS ANGELES 310.659.9510 PRESIDENT Elisabeth Familian PUBLISHER Hoﬁte Huddleston SENIOR ACCOUNT EXECUTIVE Mandana Valiyee
BIZBASH TORONTO 1 Thorncliff Park Drive, Suite 110, Toronto, ON M4H 1G9 416.425.6380 ASSOCIATE PUBLISHER Stephen Sinanan ONLINE SALES SPECIALIST Eileen Gualtieri BIZBASH WASHINGTON 202.684.8743 PUBLISHER Shelley Golinsky
CONSIDER THE POSSIBILITIES! • Private Parties • Corporate Meetings and Events • Weddings and Receptions • Holiday Galas Any Special Event!
FLORIDA ADVISORY BOARD Larry Carrino, PARTNER, BRUSTMAN CARRINO PUBLIC RELATIONS; Jennifer Diliz, DIRECTOR OF FOUNDATION DEVELOPMENT, FLORIDA MARLINS; Lori Elsbree, SENIOR EVENT STRATEGIST, BAPTIST HEALTH FOUNDATION; Kim Garcia, DIRECTOR OF EVENTS, ORANGE BOWL COMMITTEE; Susan Holtzman, PRESIDENT, EVENTURES; Wendy Kallergis, PRESIDENT/C.E.O. GREATER MIAMI & THE BEACHES HOTEL ASSOCIATION; Gerry Kelly, PRESIDENT, MI-VI AT GULFSTREAM PARK & CASINO; Anita Mattner, EXECUTIVE DIRECTOR OF EVENTS MANAGEMENT, UNIVERSITY OF MIAMI; Billy Melnyk, EXPERIENTIAL MARKETING MANAGER, EVENTS & SPONSORSHIPS, BACARDI; Mona Meretsky, PRESIDENT, COMCOR; Kelly Murphy, GENERAL MANAGER, PANACHE, A CLASSIC PARTY RENTALS COMPANY; Bruce Orosz, PRESIDENT, ACT PRODUCTIONS; Lee Schrager, DIRECTOR OF SPECIAL EVENTS & MEDIA RELATIONS, SOUTHERN WINE & SPIRITS; Craig Skilling, PROGRAM COORDINATOR/INSTRUCTOR, DEPARTMENT OF SPORTS/ENTERTAINMENT/EVENT MANAGEMENT, JOHNSON & WALES UNIVERSITY; Debbie Spiegelman, EXECUTIVE DIRECTOR, MIAMI CHILDREN’S MUSEUM; Tracy Wallach, SENIOR MEETINGS & SPECIAL EVENT PLANNER, SOUTHEAST TOYOTA DISTRIBUTORS L.L.C.
Marketing and Advertising Programs: firstname.lastname@example.org ®2010 BIZBASH IS A REGISTERED TRADEMARK OF BIZBASH MEDIA INC. ALL RIGHTS RESERVED. REPRODUCTION WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS STRICTLY PROHIBITED.
For personalized attention call: Peter Damien Loza Venue Rentals ploza@BrowardCenter.org Tel: 954.468.3313
Vinny Venezia Catering Information catering@BrowardCenter.org Tel: 954.468.3337
bizbash.com january/february 2010 BrowardCenter.org/rentals
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What are your must-haves for outdoor events? “I always make sure the attendees know an event is scheduled outdoors so they can plan accordingly. Spiked heels on the grass? Not such a good idea.” Karen Grunwald, director of sales, Tech Events, Sacramento
“Covers for food, festive citronella torches, and netting to eliminate the annoyance of insects. I also always have Velcro strips on hand to ensure that tablecloths stay in place when the wind picks up.” David Turk, president, Indiana Market & Catering, New York
“Bug repellent. I usually set up a table with both wipes and sprays—nothing like mosquitoes to ruin the most glamorous events. Other must-haves: cold water and plenty of ice, sunscreen, bandages for scrapes and bruises, and baby wipes for dirty feet.” Leila Marie Eid, assistant director of events, Northeastern University, Boston
“Personalized wetnaps. Especially during summer events, ﬁnger foods and desserts can get sticky very quickly. Guests are always pleasantly surprised by a small jar of them on the table, and it’s a place to add a monogram, theme, or thank you for their attendance.” Stacey Kallenberg, founder, As You Wish Event Design, New York
“Bathroom facilities, water, and power. In order to appreciate the food, camaraderie, and entertainment, guests need to be comfortable.”
PHOTOS: TANIA LEZAK PHOTOGRAPHY (KALLENBERG), TEEKAY PHOTOGRAPHY (ZUCKER)
Joan Rothbard, president, Recreation Picnic Services, New Jersey
“Great beverages. Sometimes wine and spirits aren’t in the budget, but you can do a lot with water. Water stations infused with fruits like strawberries, oranges, limes, or mint leaves can make water pretty and exciting to drink. ” Ula Francoise Zucker, events and media coordinator, City of Miami Gardens
“A contingency plan. There is no climate control outside, just climate management.” Nancy Solero, principal, the Event Reﬁnery, Delaware
“Air-conditioned shelter, or at least overhead fans. Sunscreen, well-ventilated potties, caterers who understand what it means to cater outdoors, bug repellent, and handheld battery-operated fans. Also, knowledge of the terrain on which the event is held so you can mark off any areas where tree roots are above ground.” Joan Eisenstodt, meetings and hospitality consultant, Eisenstodt Associates LLC, Washington
“Bright colors to complement what Mother Nature has already provided.” Linette Young, Beyond Expectations Meetings and Events, San Francisco
Compiled by Claire Hoffman
bizbash.com summer 2010 7
MY NEW FAVORITE THING “Contact Keeper ($12.99-$29.99, contactkeeper.com), a notebook with slots for business cards and space for writing notes. It keeps my contacts in order until I have the time to sit on my computer and input them.” Dianne Velez, vice president, Colorblind Productions, New York
My Cool New Job
“It’s time to take the brand to the next level and turn these shows into franchises. For our show Blue Mountain State, we went to college campuses and hosted games. We sponsored supercross, a motorcycle event. We don’t even air supercross, but those are the guys we want to speak to. We had logo presence and people at the tailgates handing out Spike stuff. I want consumers to actually touch and feel the brand.”
WHAT INSPIRES ME “The Power of Nice: How to Conquer the Business World with Kindness by Linda Kaplan Thaler and Robin Korval is a lovely reminder of how the simplest of thoughtful gestures can determine a successful outcome of a project or event.” Gina Tepavchevich, meeting and event coordinator, board affairs, Radiological Society of North America, Chicago
PHOTOS: ART ANTONIK (TEPAVCHEVICH), COURTESY OF SPIKE (SCHUURMANS), COURTESY OF CONTACT KEEPER
Niels Schuurmans has been named the executive vice president of brand marketing and creative at Spike. Schuurmans has been senior vice president at the company since 2004. He previously spent 13 years at Nickelodeon.
PHOTO: COURTESY OF REBECCA WARD
CAUGHT ON TAPE Austin, Texas-based artist Rebecca Ward (rebeccasward.com) uses colored gaffer tape to create vivid, site-speciﬁc installations that play off existing architecture. Ward lays evenly spaced lines of tape that crisscross ceilings and staircases, rise up from ﬂoors and walls, and form three-dimensional sculptures. Ward has done corporate commissions, including an eyecatching hot pink and yellow work for Kate Spade’s New York ﬂagship store. Her installations can range from tape-only creations to more elaborate designs that incorporate video and projections. More photos of her work are on BizBash.com. —Lisa Cericola
11 bizbash.com summer 2010
New on the Menu
Meat-Free and Memorable Vegetarians often get short shrift on event menus. Here are three substantial meatless entrees. By LISA CERICOLA
Tofu cabbage rolls in ginger broth with chrysanthemum greens and bok choy, from Daniel et Daniel (416.968.9275, danieletdaniel.ca) in Toronto
Grilled vegetable napoleon of eggplant, yellow squash, zucchini, peppers, mushrooms, and phyllo with roasted red pepper sauce and goat cheese, from Phil Stefani Signature Events (312.226.7611, stefanicatering.com) in Chicago
TAKE IT OUTSIDE
Solei coffee table, $120, available throughout California from Designer8 Event Furniture Rental (800.709.7007, designer8furniturerental.com)
IsabellĂŠ linen-burlap sofa, $350, available across the U.S. from Suite 206 (214.749.0400, suite206.com)
These six outdoor-friendly rentals incorporate natural touches such as wood, rattan, burlap, and faux shrubbery. By LISA CERICOLA
Meridian Leaf lounge, $237, available across the U.S. and Canada from Cort Event Furnishings (888.710.2525, cortevents.com)
12 bizbash.com summer 2010
ButterďŹ‚y Effect tables, $220 each, available across the U.S. from Fresh Wata (323.951.0617, freshwata.com)
Boxwood hedge planter, $535, available throughout Southern California from FormDecor (714.493.9501, formdecor.com)
Broadway chair, $250, available across the U.S. from AFR Furniture Rental and Event Furnishings (888.237.7368, afrevents.com)
PHOTOS: COURTESY OF VENDORS (FURNITURE), NICK ULIVERI (NAPOLEON), RUSSEL DAY (CABBAGE ROLLS), JESSICA BOONE FOR BIZBASH (PAELLA)
Vegetable paella with saffron-scented rice, tofu, and vegetables, from Contemporary Catering (310.558.8190, contemporarycatering.com) in Los Angeles
For its Best New Chefs event in New York in April, Food & Wine created postcards with images of cutlery and wine bottles printed by Corporate Color (800.242.5364, corporatecolor.com).
Priority Mail Paper invites can get lost in the shufﬂe. Here are seven that grabbed guests’ attention with… By LISA CERICOLA
PHOTOS: COURTESY OF MACKENZIE BROWN DESIGN, COURTESY OF TYLER PERRY STUDIOS, JOHN KNEAPLER DESIGN, BIZBASH (ALL OTHERS)
TEXTURE For the launch of music video Web site Vevo in New York in December, Alpine Creative Group (212.989.4198, alpine creativegroup.com) created a two-panel rubber invite that peeled apart. On the front was a holographic foil stamp of Vevo’s logo. The inside text was silk screened with a special ink that wouldn’t rub off. For the opening of Tyler Perry’s Atlanta studios, Creative Intelligence (323.936.9009, creativeintelligence.com) hand-wrapped each invitation in crushed silk taffeta. Inside, the center panel was engraved in metallic gold and merlot. Each invitation was wrapped in a cashmere paper sleeve with the recipient’s name calligraphed in gold.
John Kneapler Design (212.463.9774, johnkneaplerdesign. com) created a patriotic invite for the Hackensack University Medical Center Foundation’s gala at the Intrepid Sea, Air, and Space Museum in New York in October.
TOYS In April, Washington’s Corcoran Gallery of Art held a press preview for an exhibit of work by Eadweard Muybridge, who pioneered stereographs, an early form of 3-D. Westland Enterprises (301.736.0600, westlandenter prises.com) printed a Muybridge stereograph on natural cardstock. American Paper Optics (800.767.8427, 3dglassesonline.com) provided 3-D glasses.
TYPE For an April 2009 wedding showcase, Mélangerie Inc. (646.248.7823, melangerienyc.com) created a simple yet striking invitation based on a “naughty and nice” theme illustrated with two fonts in contrasting colors and styles.
Mackenzie Brown Design (312.443.1000, mackenziebrown.com) created a text-driven invite for the Chicago-based Adler Planetarium’s 2009 Celestial Ball, which had a “cosmic fusion” theme. To create an explosive look, the ﬁrm merged a vibrant stock image with a bold font on iridescent paper.
bizbash.com summer 2010 13
How do you attract younger guests? tion line of cosmetics. Held in the parking lots of stores such as Rite Aid and Walgreens, the events offered free makeovers and product education. Because the makeup is geared toward 13- to 21-year-old women, the events’ “marketing, signage, color palette, and even the uniforms and look of the makeup artists, were chosen to appeal to that age range,” Smith says. “We also created a playlist with that age group in mind, [with] artists such as Miley Cyrus and Lady Gaga.” Smith says the coupon redemption for Clean Foundation products was “through the roof” and estimates that 75 to 90 percent of guests purchased products on site. In the nonproﬁt realm, planners are using after-parties to target emerging philanthropists. When the Art Institute of Chicago debuted its Matisse exhibition in March, the women’s board hosted an elegant gala with a champagne reception, a string quartet, and a three-course dinner. Geared toward a younger crowd, a separate event—new this year—started at 10 p.m. in the museum’s upper-level restaurant. There, guests found pillowstrewn lounge areas, a dance ﬂoor with disco balls, and a buffet of sliders and French fries. Dubbed “Radical
Night,” the event had a separate host committee comprised of young area United Enterprofessionals. tainment Group, Some 350 guests, Cover Girl’s New most in the 21-to York-based PR 40-year-old age and marketing range, attended. agency, enlisted The party was Koncept Events “certainly a great to stage a ﬁvesuccess,” says city road show director of donor geared toward initiatives Anne women who are Henry. “It raised just starting to a bit of money. use makeup. More importantly, though, it was an opportunity to welcome a new audience. All ticket purchasers who were not already members of the museum received a membership with their ticket.” Jung Lee, co-founder of New York production company Fête, says that clients with particularly dry corporate cultures hire her to produce events that will help retain younger employees. In addition to keeping current staffers, she says, “great corporate events can be selling tools to attract great new talent during the recruiting process.” Lee says that uninteresting
entertainment is a common mistake at corporate gatherings. “Most event entertainment goes on a little too long,” she said. “Young employees have a shorter attention span and will get bored.” Lee recommends hiring entertainers who can deliver short, high-impact performances that incorporate contemporary humor. She has wrangled up-andcoming comedian Aziz Ansari and talent from Second City Entertainment. She’s also hired a professional pickpocket artist to roam cocktail receptions and pluck guests’ watches and wallets. —Jenny Berg
An LED-lit bar
14 bizbash.com summer 2010
Ideal for trade show booths, bars and tables, or product displays, Invisiled Tape is an adhesive strip of LED lighting from W.A.C. Lighting (516.515.5000, waclighting.com). To use, just cut the product to the desired length and adL I G HTI N G here. The company also offers mounting clips for added security. The lighting is available in amber, blue, green, red, white, and a rotating palette, and lasts about 50,000 hours. The company also recently released an outdoor version of the product that can withstand rain and other conditions. Retail pricing starts at about $75 per foot for the single-color indoor version. —Lisa Cericola
Multiple USigns can be linked to create a tower.
D.I.Y. SIGNAGE Ideal for exhibits or check-in stations, Sentina’s (908.964.8109, biz.sentinasmart.com) USign allows planners to create their own illuminated signs. The lightweight display frames are made of recycled plastic and have built-in LED lighting. To create a custom display, print a sign on TR ADE SHOWS an 8- by 11-inch transparency sheet and slide it into the frame. USigns cost $80 each and can be linked together to create a freestanding tower. —L.C.
PHOTOS: COURTESY OF UNITED ENTERTAINMENT, COURTESY OF W.A.C. LIGHTING, COURTESY OF SENTINA
By giving events a youthful edge, organizations can draw new customers and donors, and corporations can attract emerging talent or new customers. From carefully curated soundtracks to high-impact entertainment, here are some ways to draw fresh faces. In Chicago, Saks Fifth Avenue director of marketing Julie Selakovich tapped online magazine CheekyChicago.com, which has a core readership of 25- to 40-year-old women, to publicize an in-store fashion show. Saks and Cheeky staffers selected “six inﬂuential, fashionable people in Chicago,” including PR reps and members of the media, to serve as hosts and models. The event had a fun, low-key vibe with a shiny pink runway by Kehoe Designs, a DJ, and refreshments from sponsors MGD 64 and VitaminWater Zero. Through email blasts from Cheeky, postings on social networking sites, and word-of-mouth publicity from the host committee, the event drew 150 guests. “More than half were new customers to Saks Fifth Avenue,” Selakovich says. In April, Hillary Smith and Sarah Turk of Miami’s Koncept Events worked on a national road show to promote Cover Girl’s Clean Founda-
PHOTOS: COURTESY OF PLANT THE FUTURE, COURTESY OF SOCCER ROOFTOP, COURTESY OF A JOY WALLACE CATERING
Growing Talent After 12 years as an artist and industrial designer, Paloma Teppa ventured into plant design for corporate ofﬁces and events. Growing up in Argentina, being close to nature was always important to plant designer Paloma Teppa. After earning a degree in industrial engineering in her native country, she traveled to Italy to study ﬁne art for four years before landing in Miami in 2001, where she worked as a freelance stylist for MTV Latin America. While there, she assisted a neighbor one day in his orchid shop and her desire to combine her design knowledge and love of nature took hold. After six years working in her home, in January Teppa opened Plant the Future (305.571.7177, plantthe future.com), where she designs custom plant and orchid arrangements for corporate ofﬁces and events. Teppa’s centerpieces are housed in clay pots of various sizes and glass bowls and orbs— depending on the design and size
of the arrangement. The plants can last for months, even years, after an event and be used as gifts or rafﬂe items as well. “If you get a plant at an event, you will be thinking about it and seeing the beauty from that event for a long time, and where you got it will stick in your mind,” Teppa says. She often incorporates multiple elements in one arrangement, mixing succulents, bamboo, trees, orchids, and even live butterﬂies. Their cocoons reside inside the containers for 10 days until they hatch, then the insects stay with the arrangement for a day as they gain strength before ﬂying off.
Paloma Teppa “Sometimes [clients] send me pictures of the space and the colors for design so I can determine what colored plant or orchid to use, the type of material, and which pot would be best,” Teppa says. For instance, she says an orchid bonsai would be a good ﬁt for a dinner table rather than a traditional phalaenopsis orchid, which is much taller and could block conversation. “If you give her the [event] guidelines and discuss your plan,
I’m sure you won’t be disappointed,” says Ava Rado, founding executive director for the Center for Emerging Art. Teppa decorated the main entrance with a two-foot-tall orchid arrangement for its performing arts anniversary concert in 2008. “We communicated our needs, she told us what she could do and came through with ﬂying colors.” In April, a former MTV colleague hired Teppa for an artist showcase event at the Museum of Contemporary Art in North Miami. “She breaks the mold and is fearless,” says Ilana Sod, senior correspondent for public affairs at MTV Latin America. “She takes risks [with her designs] that I’ve never seen before.” —D. Channing Muller
Soccer Rooftop has two outdoor ﬁelds.
BARBECUE ON THE GO A Joy Wallace Catering (305.252.0020, ajoywallace.com) has a new BBQ and picnic production service. Five days a week the ﬁrm sets up shop with two 24- by 9-foot smokers ﬁlled with ribs and ﬁxings at three locations in South Miami. The barbecue setup can be booked for events with elements like desserts, servers, A Joy Wallace Catering can and decor. Menu also provide decor for picnics. options include
CATE R I NG whole chickens, ribs, potato salad, and kettle corn. Minimum order requirements are at least $200 for delivery and pickup and $1,500 for a catered picnic with food, rentals, and drinks. —D.C.M.
Soccer With a View Got an active, sports-loving group? Soccer Rooftop (305.763.2752, soccerrooftop.com) opened in May at the Rivergate Plaza in Brickell. The space has two outdoor soccer ﬁelds that are covered by a 21-foot net to prevent balls ﬂying over the edge of the building. Also available: a 400-square-foot indoor ACTI V ITY lounge, men’s and women’s locker rooms, free Wi-Fi, and a high-deﬁnition ﬂat-screen TV. Group packages include referees and ﬁeld rental for a minimum of three hours. After-game events can be held inside the lounge. —D.C.M.
bizbash.com summer 2010 15
The Women’s Bean Project (womensbean project.com) hires women in poverty to create and package food items like salsa, chili, and bean soup mixes. Gift baskets start at $30.
Cookies for Kids’ Cancer (646.454.0386, cookiesforkidscancer.org) funds pediatric cancer research through the sale of baked goods, $30 per dozen.
TWICE AS NICE
Rara coasters, $12.95 for four, from the Hunger Site (888.355.4321, thehungersite.com) are made by Haitian artisans out of recycled materials and support Partners in Health.
These 10 corporate goodies have built-in charitable tie-ins. By LISA CERICOLA
Cards for Causes (888.832.4153, cards forcauses.com) creates personalized stationery, starting at $105 for 100 cards. Twenty percent of proceeds go to any licensed charity.
16 bizbash.com summer 2010
Through Bright Endeavors (773.388.2811, brightendeavors. org), homeless and at-risk young women make Dreambeam soy candles in recycled glass containers, $12 to $45.
New Orleans-based What’s Surbag (whatsurbag-usa. com) creates tote bags, $14.95 and up, that support Hope House’s food and shelter assistance, adult learning programs, and other services.
This unisex scarf, $30, from the Yellow Bird Project (yellowbird project.com) beneﬁts organizations such as Mercy Corps and Greenpeace.
Chocomize (856.375.2041, chocomize.com) offers 90 ingredients to create custom candy bars that start at $4 each. A small percentage goes to one of three charities, including the Michael J. Fox Foundation.
Charity: Water’s (646.688.2323, charitywater.org) stainless steel Thermos hydration bottle, $42, funds 20 years of clean water for two people in developing nations.
PHOTOS: ALL COURTESY OF VENDORS
Ten percent of proceeds from Presents for a Purpose’s (212.580.0515, presentsforpurpose. com) oilcloth toiletry bag, $25, go to one of 23 charities, including the Breast Cancer Research Foundation.
Social Life The social media gurus at Mashable drew a sold-out crowd to their most ambitious ofﬂine event yet, a daylong conference during New York Internet Week.
PHOTOS: KENNETH YEUNG/THELETTERTWO.COM (PETERSEL), COURTESY OF MASHABLE (ALL OTHER PHOTOS)
By MICHAEL O’CONNELL Like so many technology fests, New York Internet Week is a booze-soaked labyrinth of panels, launches, and networking events. It provides a brief, face-to-face respite for guests whose lives and professions revolve almost entirely around a glowing computer screen, so getting them to commit to one daylong event, in a week crammed with dozens of different initiatives, requires a compelling pitch. That was the dilemma for social media blog Mashable, whose previous Internet Week outing was a mixer with little opportunity for branding or audience education. Since it was founded in 2005, Mashable has become the de facto authority on marketing with social media and is only bested in U.S. blog trafﬁc by the Hufﬁngton Post and Gizmodo. Looking to create a signature event that could cater to the varied interests of its readership while providing an attractive opportunity for sponsors, the brand put on the Mashable Media Summit at the Times Center on June 8. Instead of typical conference panels, the summit lined up an entire day of presentations from social and digital media experts in arenas as diverse as hospitality, music, consumer branding, video production, and location technology, all speaking about how Web marketing and promotions worked to their advantage. By casting the widest possible net, Mashable hoped to court an equally diverse group of guests. “We’re known for throwing parties, but that’s not really what we’re about,” says Brett Petersel, who handles Mashable’s business development and events, but had never done anything on the scale of the summit. “I think it was time to see if we could really do something big like this.” After being heavily promoted on the site and appearing on recommended event lists from CNET and the Daily Beast, the summit drew a sold-out crowd of more than 400. Attendees paid $499 for their nearly eight hours of live programming. “We didn’t really target speciﬁc people,”
Petersel said. “We just put it out there, what we were doing, for the people who might be somewhat familiar with the terminology but wanted to learn how to do it and wanted to hear it from people who’d done it well.” Mashable looked to speakers who were recognizable, but not familiar speaking circuit faces. Coordinating with business and editorial staffers, Petersel brought in more than 20 experts, including Foursquare co-founder Dennis Crowley; Starbucks vice president of brand, content, and online Chris Bruzzo; and actor Edward Norton, who made a recent foray into social media with a fund-raising Web site called Brett Petersel Crowdrise. Securing marketing partners ended up being easier. “A lot of sponsors just came to us,” said Petersel. He had worked with many of the brands before, though typically on events that offered less exposure. “As for the others, we approached our sponsors the same way we always do, giving them the opportunity to meet our audience, do some business, and see ﬁrsthand how much we’ve grown.” Yahoo, HP, and Motorola— which gave each attendee a new phone—were among the brands that came on board. The biggest partnership of all was with CNN. Mashable chief operations ofﬁcer Adam Hirsch, who ﬁrst came up with the idea of the summit, brought on the cable news network as an ofﬁcial co-host in the early stages. All of the day’s content—in addition to being streamed on Mashable—was available online via direct links on CNN’s home page. However, as might have been expected in a group so focused on social media, it was the guests who provided much of the content promotion. From start to ﬁnish, the conference offered the very meta sight of most attendees clacking out blog entries on laptops and Blackberries and stealthily tweeting from their new iPads.
Attendees tweeted and blogged from the conference.
Sponsor Motorola set up a photo booth and gave each attendee a phone.
Mashable editor in chief Adam Ostrow interviewed Foursquare co-founder Dennis Crowley. CNN co-hosted the summit and linked to online content from the day.
bizbash.com summer 2010 17
Mission Statements Decor can be more than just a backdrop. These six events show how stylish details can communicate an organization’s message or purpose. By LISA CERICOLA
At its May beneﬁt in New York, the Robin Hood Foundation communicated its mission through six verbs—teaches, heals, feeds, nurtures, trains, and shelters—showcased in streetscapes in the cocktail area created by Peter Crawford, Atomic Design, and PEDG.
In April, Feeding South Florida threw a military-themed event to illustrate the food bank’s mission to win the war on hunger. Guests drank “hand grenade” cocktails, a photo exhibit showed images of people affected by hunger, and tables had camo-patterned linens and wooden folding chairs from Panache, a division of Classic Party Rentals.
At Unicef’s April gala in Chicago, Kehoe Designs used moss to spell out the number of children who reportedly die from preventable causes. Unicef’s mission is to decrease that number to zero, hence the event’s theme, “Believe in zero.”
ON BIZBASH.COM More photos and ideas from these events
18 bizbash.com may/june 2010
At Boys & Girls Club of Boston’s House Party in May, Rafanelli Events celebrated the organization’s athletic program by decorating the space with red and white basketballs, footballs, and pennants branded with the tagline “Invest in a child, inspire a future.”
At the Peggy Notebaert Nature Museum’s Butterﬂy Ball in May, Chicago’s Bukiety Inc. created centerpieces of ﬂowers that were later replanted in the museum’s butterﬂy garden. The Colorectal Cancer Screening Initiative Foundation and Colon Cancer Canada hosted its “Bottoms Up!” fund-raiser in May. Attendees purchased T-shirts that read “Smart Ass,” A La Carte Kitchen served desserts shaped like derrieres, and live auction items included toilet seats painted by notable designers.
PHOTOS: KEITH SIRCHIO FOR BIZBASH (ROBIN HOOD), AVIRAN LEVY (BOYS & GIRLS CLUB), EDDIE QUINONES FOR BIZBASH (BUTTERFLY BALL), BIZBASH (BOTTOMS UP), GAIL POLLARD (UNICEF), ROSIE HERNANDEZ/LET ME GROW STUDIO (FEEDING SOUTH FLORIDA)
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