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PLUS: Sponsor Integrations, Holiday Party Bites, Stylish Stages, Twitter Skepticism, 52 New Venues, Planners’ Favorite Trends & More
A Conference for 20,000. A Meeting for 200. A Suite for 20.
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PHOTOS: BILLY FARRELL/BFA (TOP IMAGE), JOE SCHILDHORN/BFA (ALL OTHERS)
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 Ofﬁce, in welcoming guests. More photos and details are on BizBash.com.
NEW YORK & LOS ANGELES November/December 2010 © 2010 BizBash 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 ﬂying 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 graﬁtti 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
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 ﬂoral 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 ecominded 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 ﬁlm 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 everexpanding 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 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 november/december 2010 11
BIZBASH EDITOR IN CHIEF Chad Kaydo NEWS EDITOR Courtney Thompson STYLE EDITOR Lisa Cericola ASSOCIATE EDITOR Anna Sekula
CHICAGO EDITOR/BUREAU CHIEF Jenny Berg
LOS ANGELES EDITOR/BUREAU CHIEF Alesandra Dubin
MIAMI EDITOR/BUREAU CHIEF D. Channing Muller
ORLANDO EDITOR/BUREAU CHIEF Mitra Sorrells
TORONTO EDITOR/BUREAU CHIEF Susan O’Neill
WASHINGTON EDITOR/BUREAU CHIEF T.J. Walter
ART ART DIRECTOR Joey Bouchard ASSISTANT ART/PRODUCTION DIRECTOR Carolyn Curtis
PHOTO PHOTO EDITOR Jeeyun Lee ASSISTANT PHOTO EDITOR Amber Knowles
COPY & RESEARCH ASSISTANT MANAGING EDITOR Claire Hoffman EDITORIAL INTERN Jessica Flores
CONTRIBUTORS EDITOR AT LARGE Ted Kruckel WRITER AT LARGE, LOS ANGELES Irene Lacher CONTRIBUTING EDITORS Michael O’Connell, Mimi O’Connor, Brendan Spiegel, Erin Souza, Ellen Sturm Niz CONTRIBUTING WRITERS Meryl Rothstein, Andi Teran LOS ANGELES: Rosalba Curiel, Shilpa Gopinath TORONTO: Amy Lazar, Erin Letson WASHINGTON: Adele Chapin, Walter Nicholls COPY EDITORS Libby Estell, 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 2453 Yonge St., Suite 101, Toronto, ON M4P 2E8 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 MASTERPLANNER CHAIRMAN Elisabeth Familian NEW YORK EDITOR Alexandra Anza LOS ANGELES EDITOR Leslee Komaiko
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Intimate, beautifully designed event space in the heart of midtown Manhattan, TheTimesCenter is the centerpiece of Renzo Pianoâ€™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
Way 2 Much Entertainment at Supper Club LA 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)
Haru Sushi Launches On-Site Events Program Haru is known for innovative Japanese cuisine with dishes such as lobster mango ceviche and spicy sirloin steak. With the ofﬁcial 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)
BizBash Expo & Awards Coverage “Served Fresh” on Social Media 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 Inﬂuencer Conference 2010, the New York Press Club Journalism Conference, and the Corporate Social Media Summit. (646.345.1298, servedfreshmedia.net)
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WH E R E TH E CITY THAT N EVE R SLE E PS, SLE E PS. The New York Helmsley Hotel is the place to meet in the heart of New York. Whether itâ€™s an intimate business setting for an executive board meeting, or a larger space for a conference or banquet, weâ€™re always in a New York frame of mindâ€”providing the perfect venue for every event. Book online or call us today.
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BIZBASH LOS ANGELES 310.659.9510 PUBLISHER HoďŹ te Huddleston SENIOR ACCOUNT EXECUTIVE Mandana Valiyee BIZBASH TORONTO ASSOCIATE PUBLISHER Michael Braun ACCOUNT EXECUTIVE Joshua Harris BIZBASH WASHINGTON 202.684.8743 PUBLISHER Shelley Golinsky NEW YORK ADVISORY BOARD Felice 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., MACYâ€™S PARADE & ENTERTAINMENT GROUP; Meryl Hillsberg, EVENT MANAGERâ€”NEW YORK CITY CAMPAIGN, UJA FEDERATION OF NY; Ben Hindman, EVENTS MANAGER, THRILLIST; Audrey Issac,
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DIR. OF SALES & MARKETINGâ€”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.â€”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 SantiagoMarinello, DIR. OF EVENTS & SPECIAL PROJECTS, LOUIS VUITTON NORTH AMERICA; Amy Sinclair, MANAGER, EVENTS, ROBIN HOOD FOUNDATION; Mark Veeder, CEO & EXECUTIVE CREATIVE DIR., EVENTQUEST
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“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.
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From the Editors
In the Trend Trenches
PHOTOS: MELISSA HORN (ACE HOTEL), MICHAEL TOOLAN (THRILLIST PARTY)
How do you sum up a year? 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 selfdeprecating (“I can’t keep up with fashion/music/ whatever!”), but often it’s a backhanded compliment (“I don’t have time for such silly things, but You could call the Ace Hotel trendy, it’s cute that you do!”). but I call its restaurant, the Breslin, The fact is, what you my favorite current lunch spot. consider trendy often events in this particular moment? depends on where you How did the top minds adapt to the are on the coolhunting/ new products, cultural inﬂuences, and early-adopter scale. (My economic constraints of the day? apologies if you ﬁnd We hope the 15 pages of photos, those terms equally obcase studies, and comments from noxious.) As connotationThrillist’s party during the New industry folks—and the stories in the ridden as trendy is, often York City Wine & Food Festival its meaning is too hard to had a beer-and-bourbon theme. rest of the issue—tell that story, from food trucks to social media to event pin down. So the word is I’m a fan of both, but we’ve all makeovers, and give you some ideas banned from these pages. seen enough bacon on event for 2011 as well. (See also: party planner, menus for a while, no? There’s also value in questioning fashionista.) some trends, as Ted Kruckel does in his column But you’re likely to ﬁnd its root, trend, here a on the unproven marketing value of promotional lot. We—the editors and you readers, too, not to Twitter messages. mention your guests—are obsessed with trends. One trend we should all be happy to see is a We want to know what’s current, what’s new, growing sense of optimism for the event busiwhat we need to move on from before everyone ness. In a survey of readers we conducted online else is doing it, what we need to move on to. in September, 77 percent chose bullish responses The nature of the event business requires you to when asked to describe the economic state of stay on top of what’s happening in food, design, the industry. Meanwhile, spending appears to be entertainment, technology, art, theater, and pop rising: 41 percent of readers said their September culture, so you can create experiences that feel 2010 budgets were up from September 2009 levcurrent and ahead of the curve. els, 28 percent said their budgets were ﬂat, and Identifying trends was our prime directive in putting together our Best of 2010 package. In ad- 31 percent reported reduced spending. For another take on ’10, we asked our budition to showcasing some of the cleverest ideas reau chiefs to describe 10 highlights in their we saw, we wanted to the story of this year markets—the groundbreaking local venues, new ON BIZBASH.COM tell events, and innovative ideas that kept them for the industry. What 10 highlights of 2010 were the obsessions, co- excited about covering this industry at this time. from each of our local incidences, and innova- You’ll ﬁnd their commentary on BizBash.com in markets tions that characterized December. —Chad Kaydo
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 ﬁnale 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.”
PHOTOS: ELEVIN PHOTOGRAPHY (BRYAN RAFANELLI), COURTESY OF HARGROVE (RON BRACCO)
Jenny Powers, vice president of special events, National Multiple Sclerosis Society, Southern New York Chapter
“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
“Dessert inside a balloon. Guests are given a pin to pop and eat.” Bryan Rafanelli, owner, Rafanelli Events, Boston
“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
“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
“The increased focus on security and eventprofessional 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 ﬂavored 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
“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
Compiled by Claire Hoffman
bizbash.com november/december 2010 21
SURVEY SAYS We asked readers for their take on this moment in the event business. Here are some highlights.
How would you describe the current economic state of the event industry? It’s going to get worse before it gets better.
We’re fully recovered and back to normal.
We’re still in the thick of the downturn.
We’re through the worst of it, and we have settled into a new normal.
41% We’re just starting to recover.
Are you haggling over prices more or less now (September 2010) than you were a year ago (September 2009)? Haggling less
Haggling more 10% 35%
55% Haggling about the same as a year ago
How would you describe your feelings about your long-term job prospects in the event industry? I’m terriﬁed. I’m a little worried.
I’m very optimistic.
54% I’m cautiously optimistic.
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 identiﬁed themselves as event planners (who work in-house, on their own, or at ﬁrms) or owners or employees of venues or industry vendors.
ON BIZBASH.COM More survey results regarding budgets, holiday parties, and industry stafﬁng levels
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PHOTO: LIN AND JIRSA PHOTOGRAPHY
COOL CURTAINS 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 ﬁve hours; a container 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
holiday party ideas
27 bizbash.com winter 2010–2011
bizbash.com november/december 2010 27
New on the Menu
holiday party ideas
Seasons’ Eating By LISA CERICOLA
Basil-breaded smoked turkey “ﬁngers” with honey orange marmalade and pomegranate seeds from Great Performances (212.727.2424, greatperfor mances.com) in New York
Tourtière strudel with mustard pickle from Jamie Kennedy Event Catering (416.362.1957, jamiekennedy.ca) in Toronto
Chocolate sorbet popsicles on a bed of crushed peppermints from Limelight Catering (773.883.3080, limelightcatering.com) in Chicago
Goat cheese lollipop trufﬂes rolled in crushed pistachios, sun-dried tomatoes, and other toppings from Windows Catering Company (703.519.3500, catering. com) in Washington
Cranberry maple salmon with pink peppercorn sauce in toast cups from Good Gracious! Events (323.954.2277, goodgraciousevents.com) in Los Angeles
PHOTOS: GREG POWERS (NEW YORK, WASHINGTON), JOANNA DICKINS (TORONTO), TYLLIE BARBOSA (CHICAGO), JESSICA BOONE (LOS ANGELES)
Here are ﬁve passed bites for holiday gatherings of all types.
Years in Business 2000 - 2010
holiday party ideas
Serve in Style Make end-of-year gatherings feel festive with these glasses and tasting vessels. By LISA CERICOLA
Toasting glasses, 85 cents, available in Southern California from Town & Country Event Rentals (800.899.2620, townandcountryeventrentals.com)
Champagne Flutes Bella gold champagne ďŹ‚ute, $1.95, available in New York from Something Different Party Rental (973.742.1779, something differentparty. com)
Ruby Braid glass, pricing varies, available nationwide from Classic Party Rentals (310.764.0373 ext. 316, classicparty rentals.com)
Paloma ďŹ‚ute, pricing upon request, available in New York from Party Rental Ltd. (201.727.4700, partyrentalltd. com)
Spiegelau champagne coupe, $3, available in Toronto from Chair-Man Mills (416.391.0400, chair manmills.com)
Mini fry basket, $2, available in Toronto from Exclusive Affair Rentals (416.759.2611, exclusiveaffair.com)
Teardrop spoon, $1.75, available in Toronto from Chair-Man Mills
30 bizbash.com november/december 2010
Voss clear plate, pricing upon request, available in New York from Party Rental Ltd.
White oval tasting spoon, $1, available in New York from Something Different Party Rental
PHOTOS: COURTESY OF VENDORS
Seven-inch oyster plate, pricing varies, available nationwide from Classic Party Rentals
Mini leaf plate, 55 cents, available throughout South Florida from Atlas Party Rental (561.547.6565, atlaspartyrental.com)
t Customized and affordable event packages
t Scenic settings to host small receptions and large gatherings
t Spectacular views of the ManhattanSkyline and Hudson River
Make your next event Intrepid. For more information call 646.381.5301 or visit www.intrepidmuseum.org
Pier 86, West 46th Street & 12th Avenue, New York, NY 10036
t New, modern exhibits with a clean and fresh look
New York Fresh Faces
The Messengers The 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. 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 ﬁrm pitched the idea of bringing together a group of
Kim Swift and Andrew Stevens young street performers handpicked 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 homelessness initiative, and then performed on a stage created by We Came in Peace and EFGH architectural design studio, which was covered in 300 trafﬁc cones. “Andrew and I are focused on the experience,” says Swift. “We want to fully immerse people in an environment. It’s not just a party with free booze; it’s about sharing an experience 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-
Healthy Cooking Classes Ger-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 TEA MB U I L DI N G 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.
32 bizbash.com november/december 2010
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 ﬁxtures, and other items made of coffee cans. “They created a unique lounge in the middle of this bizarre and beautiful little town that added to the magic of Marfa and the ﬁlm festival,” says John Paul Souto, vice president 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
LIVING DESKTOP DECOR Brooklyn-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 miniature ﬁgurines ranging from cows to people G I FTS 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 ofﬁce in New York is $25. —L.C.
PHOTOS: DANIEL CAVAZOS (PORTRAIT), COURTESY OF TWIG TERRARIUMS, COURTESY OF GER-NIS CULINARY & HERB CENTER
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 ﬁrm, 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 elaborately themed parties for friends, like a bacchanalian celebration in a Brooklyn backyard, complete with sod, tents, and backlighting. “We were indirectly learning about
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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 ﬂaming cauldrons.
PROGRESSIVE STAGES Here’s a look at innovative designs from concerts, fashion shows, and other events. By LISA CERICOLA
For a June fund-raiser beneﬁting Design Industries Foundation Fighting AIDS, Chicago’s Kehoe Designs created a platform with a giant, illuminated wall that framed a video screen.
34 bizbash.com november/december 2010
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.
PHOTOS: CHRISTOPHER POLK/GETTY IMAGES (MTV MOVIE AWARDS), COURTESY OF CORPORATE MAGIC (BOY SCOUTS), BILLY FARRELL/PATRICKMCMULLAN.COM (CFDA AWARDS), EMMANUEL DUNAND/GETTY IMAGES (MARC JACOBS), RANDY MICHAEL KORWIN/RMK PHOTO (DIFFA)
The MTV Movie Awards in June had a dynamic set with layered projection screens designed by Consortium Studios and lit by Triphoton City.
What are clever ways to integrate trade show sponsors? to the show. Key exhibitors are also able to sponsor so-called V.I.P. “closing lounges,” or meeting rooms off the ﬂoor. In the rooms, companies can serve snacks or cocktails, show videos, and brand the space with decor of their choosing. Some companies have also opted to provide services, such as manicures or hairstyling, within the rooms. In August, the BlogHer conference 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 ﬁnd creative ways to integrate our sponsors, so they weren’t just a booth on the ﬂoor,” says San Francisco-based director of events Lori Luna. In addition to branding prominent signage, some BlogHer sponsors used celebrities to engage the crowd, both on and off the ﬂoor. Sara Lee called on Top Chef star Padma Lakshmi to judge a sandwich-
At the BlogHer conference, celebrities like Padma Lakshmi participated in events. making contest. Tropicana hosted a breakfast and enlisted spokesperson Bruce Jenner—former Olympic athlete and currently on Keeping Up With the Kardashians—to pour its newest ﬂavors at a juice bar. “When they saw the reality TV stars, people went nuts, especially on Twitter,” says Luna. “We knew we’d get attention on blogs, but we also had 100,000 mentions on Twitter on the ﬁrst day alone.” As director of strategic accounts at Reed Exhibitions, Lawrence Settembrini 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 ﬁnding their way through the [venue],” says Settembrini. “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 ﬁrst ﬂoor,’” says Settembrini. “It’s a pretty simple concept that resulted in sponsorship revenue, helped our attendees navigate the building, and provided a photo opportunity.” —Jenny Berg
A New Way to Fill Seats CharityHappenings (charityhappenings.org), an online calendar of fund-raisers, now allows nonproﬁts to promote events and sell tickets. Planners create a customized ticketTIC K E TI NG 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 company says a Canadian version is coming soon. —Lisa Cericola
ON BIZBASH.COM More new products and services
36 bizbash.com november/december 2010
A SPARKLING BAR 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 conﬁgured as a 12- by 10-foot four-sided R E NTA L rectangular bar, or a 12- or 8-foot single-sided bar. For an additional 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.
PHOTOS: COURTESY OF BLOGHER, COURTESY OF CHARITYHAPPENINGS, COURTESY OF FWR RENTAL HAUS
From making unexpected use of celebrity spokespeople to employing superhero statues, here are a few clever ways to increase sponsor visibility at trade shows. At America’s Beauty Show in Chicago, producers ensure that sponsors’ presence extends beyond the show ﬂoor. “We work with major exhibitors 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 manufacturers 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 ﬂoor, where they can speak directly to beauty editors who come
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Forecast Ideas, products, and just plain cool stuff to have on your radar. By LISA CERICOLA
Ideal for events without bartenders, Vino Solo combines a 187-milliliter bottle of wine with a plastic drinking ﬂute. It’s available through Philadelphia-based KDM Global Partners (215.509.7500, kdmglobalpartners.com). Custom labels can be made with a company’s logo.
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.
Available November 16, the Food Network South Beach Wine & Food Festival Cookbook from Clarkson Potter commemorates 10 years of the festival with chef interviews, recipes, and other behind-the-scenes tidbits from director Lee Brian Schrager.
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 extensive exhibit of contemporary African art, design, and craft, as well as an exploration of the socioeconomic impact of art-making in local communities.
The Lacoste Show
Central Florida-based paper goods company Riﬂe Paper Co. has a charming blog (riﬂemade.squarespace. com) where owner Anna Bond shares her latest projects and design obsessions, from vintage book covers to retro interiors.
The long-gestating Broadway show SpiderMan: Turn Off the Dark (spidermanonbroadway. marvel.com), directed by Julie Taymor—known for her groundbreaking spectacles—with music by Bono and the Edge from U2, debuts November 14 at Foxwoods Theatre in New York.
10. Three feeds worth following on Twitter:
8. For the Hotel Plaza Athénée Paris’s (plazaathenee-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.
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.
38 bizbash.com november/december 2010
The Design Observer Group (@designobserver) delivers newsy updates on worldwide “design, culture, change.” For cultural, political, and just plain inspirational tweets, Yoko Ono (@yokoono) ﬁts the bill. Zappos C.E.O. Tony Hsieh (@zappos) mixes thoughts on marketing and business with daily (often funny) musings.
11. 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 ﬁne 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
PHOTOS: METHOD (1), KDM GLOBAL PARTNERS (2), DEFINITION BRANDING & MARKETING (3), COURTESY OF THE FOOD NETWORK SOUTH BEACH WINE AND FOOD FESTIVAL (4), MUSEUM OF ART AND DESIGN (5), COURTESY OF SPIDERMAN TURN OFF THE DARK (7), COURTESY OF DORCHESTER COLLECTION (8), COURTESY OF MERCEDES BENZ FASHION WEEK (9), COURTESY OF DAVID STARK (11)
Ideal for meetings and presentations, the Ediﬁer Soundbar USB ($49.99, available at store. apple.com in December) is a 10-inch speaker that connects to a laptop through a USB port and emits stereo-quality sound.
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ARTS AND SCIENCE Drawing from his background in plant physiology, Jay Michael designs avant-garde ﬂoral creations. 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 sculptures and ﬂoral fashion I disassemble product,” he says. “To form other structures, 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,
A sculptural arrangement of Amaryllis, roses, and calla lillies for a private dinner 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 editorial shoots made completely out of ﬂowers. Michael created underwater displays of roses for French Connection’s fall collection cocktail party at the Soho House in West Hollywood in August. “His avantgarde 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
A NEW SOURCE FOR THEMED BASKETS AsweeT (310.860.9265, asweet online.com) is a clothing and candy boutique in Beverly Hills that offers apparel for men, women, GI F TS 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.
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A Kosher Food Truck The Takosher (takosher.com) bills itself as the nation’s ﬁrst certiﬁed glatt kosher taco truck. Menu items include the “Original Brisketaco,” braised and slow-cooked with chili sauce, sauerkraut, and CATE R I NG 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.
PHOTOS: ALLEN LIN FOR BIZBASH (PORTRAIT), JAY MICHAEL (FLOWER), COURTESY OF ASWEET, COURTESY OF TAKOSHER
Jay Michael may have just launched his new ﬂoral company, Mr. Michael Presents...Designed (323.839.2772), but his creative work with ﬂowers 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 ﬁve years. In April, he launched Mr. Michael, where he combines plant physiology and design to create one-of-
event furniture + illuminated dĂŠcor www.koolpartyrentals.com 888.525.kool (5665)
A New Pretheater Entertaining Spot Conceived as a sister restaurant to Los Angeles ﬂagship 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, Scoﬁdio & Renfro, the team that redid Alice Tully Hall, the glassenclosed 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 multilevel space, Lincoln serves Benno’s menu of Italian fare to a 111-seat dining room, 44-seat lounge, and seven-seat bar. Also on site are a private dining area for 16 and outdoor seating for 28. (142 West 65th St., 212.359.6500)
A Boutique Hotel Equipped for Meetings Just 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 meetings and events. On the 10th ﬂoor, 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 coowner Jesse Keyes, and a lounge and terrace on the eighth ﬂoor. (70 West 45th St., 212.302.8700)
A Roomy Tiki Restaurant Fashion Week Tents Reconﬁgured Following 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 ﬁrst 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)
42 bizbash.com november/december 2010
Among a wave of new venues with tiki-style motifs is the Hurricane Club, a modern Polynesian restaurant from Fourth Wall Restaurants 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 Paciﬁc Islandinspired embellishments like rattan screens, brass leopard heads, forest-green banquette seating, hurricane lamps, and wallpaper modeled after Polynesian tattoo patterns. Rounding out the aesthetic is Koketsu’s menu of Paciﬁc Rim fare, a selection that includes pupu platters, Hawaiian poke, and large-group luau options like roast suckling pig or whole crispy big island ﬁsh. The Hurricane Club offers 250 seats and areas for private events. (360 Park Ave. South, 212.951.7111)
PHOTOS: EVAN SUNG (LINCOLN), COURTESY OF CASSA HOTEL & DESIDENCES, GUSTAVO ROCHA OF ROY BRAEGER EVENTS (EVENT TENTS), BIZBASH (HURRICANE CLUB)
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Events 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 seasoned industry pro Arthur Backal, operates 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 ﬁrm Bentel & Bentel, the 16,000square-foot space is ﬁlled with a number of thoughtful amenities and artfully hidden touches, including 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 Sky Room, which sits on the second (450 East 29th St., 212.729.9790), level, is the larger of the two, offering which occupies a space on the ﬂoor a cloud-inspired ceiling treatment below Apella, is the exclusive caterand room for receptions of as many ing partner. as 600 or seated events of 450. Another new venue created by Groups looking for an intimate, hospitality veterans is Maritime Parc more relaxed setting can head to (84 Audrey Zapp Drive, Jersey City, the Scholastic Penthouse Suite (557 N.J., 201.413.0050), a trilevel restauBroadway, 212.343.6215), the latest rant and event space owned and space offered for events in the book run by two former employees of the publisher’s SoHo headquarters. The Glazier Group—executive chef Chris elegant duplex, complete with conSiversen and executive vice president temporary furnishings and a terrace, Marc Haskell. The 30,000-squareis suited for sit-down functions as foot site, which sits on the waterwell as receptions and seats 24 or front of Jersey City’s holds 75 standing. As ON BIZBASH.COM with the other venues Liberty State Park, has A directory of meetingtwo ﬂoors for facein the building, Schofriendly spots to-face functions. The lastic provides on-site
44 bizbash.com november/december 2010
catering and a full in-house production team. For a combination of teambuilding and brainstorming, the 80,000square-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, dining, and entertaining areas. Among these spaces is the track-adjacent, 450-square-foot conference room dubbed the Speedway Paddock, which comes equipped with ﬂatscreen 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.
PHOTOS: DAVID HECHLER (APELLA), FRANCES JANISCHE (MARITIME PARC), COURTESY OF POLE POSITION RACEWAY, COURTESY OF SCHOLASTIC PENTHOUSE SUITE
New York Meeting Venues
Pole Position Raceway
Living History As part of the ﬁve-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 ﬁrst 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)
By ALESANDRA DUBIN
A Restored Icon The 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 retroﬁt 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)
Raw Space With a View The raw Concrete Loft expanded in July. Now, it’s about 6,000 square feet with ﬂoor-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 Experience Vinny 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 reopenings 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 staircases lead to a second level, which overlooks the dance ﬂoor and DJ booth. The upper level has an additional full-service bar, as well as balcony seating. The venue has room for 410. (1710 Las Palmas Blvd., West Hollywood, 323.978.0730)
46 bizbash.com november/december 2010
PHOTOS: COURTESY OF THE NATURAL HISTORY MUSEUM OF LOS ANGELES COUNTY, COURTESY OF IMAGE LOCATIONS (CONCRETE LOFT), JOHN HILDEBRAND (PREMIERE), COURTESY OF EXCHANGE LA
JW Marriott at L.A. Live
Los Angeles Meeting Venues
When 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. Music Box
By ALESANDRA DUBIN Gold Class Cinemas
New York Street venue
48 bizbash.com november/december 2010
The JW Marriott at L.A. Live (800 that includes fresh, local, organic West Olympic Blvd., 213.763.5483) ingredients. added signiﬁcant new meeting The Music Box (6126 Hollyspace downtown when it opened in wood Blvd., 323.464.0808 ext.106), February, with three ﬂoors of stacked formerly known as the Fonda, has rooms. The nearly 100,000 square completed a signiﬁcant renovafeet of indoor meeting and event tion. The venue was built in the ’20s space known as the Gallery Collecand functioned as a playhouse and tion includes the 25,086-square-foot movie theater before being turned Diamond Ballroom, the 20,792into a concert venue. The renovasquare-foot Platinum Ballroom, and tion makes the space highly ﬂexible the 17,072-square-foot Gold Balland useful as unexpected meeting room. There are 14,000 square feet space, with a capacity of more than of ancillary meeting space, including 1,000. The main ballroom holds 800 nine meeting rooms and three standing-room guests. The balcony boardrooms. overlooking it has room for 250, and Upscale movie theater chain the rooftop patio holds 300. Gold Class Cinemas launched in the For an only-in-L.A. meeting expeU.S. in 2008, and opened its newrience, Universal Studios’ latest eleest location in Pasadena (42 Miller ment of its dream-making apparaAlley, Pasadena, 626.639.2260) in tus rose from the ashes of a ﬁre that December 2009. The venue offers consumed the back-lot areas known a lounge and bar, plus dining. Each as New York Street and Courthouse auditorium has 24 to 40 plush reSquare. The studio reopened a new clining chairs in rows separated by and improved New York Street (100 eight feet for unobstructed viewing, Universal City Plaza, Universal City, and each chair has individual stow818.777.9466) in May, this time with age, as well as a silent call button distinctive neighborhoods carved for service. Gold Class is available for out of its four acres. To make the corporate buyout. areas feel more like a big The venue offers an ON BIZBASH.COM city, facade heights have international wine been increased to new A directory of hotels, list, cocktails, and heights of 40 to 50 feet. conference centers, and a seasonal menu other meeting locations There’s room for 5,000.
PHOTOS: RYAN GOBUTY (JW MARRIOTT), GIULIANO BEKOR (MUSIC BOX), COURTESY OF GOLD CLASS CINEMAS, COURTESY OF NBC UNIVERSAL STUDIO SPECIAL EVENTS (NEW YORK STREET)
ÂŠ2010 Pasadena Convention Center
For your next event, the Pasadena Convention Center is the place to make it happen. 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.
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PHOTO: CHARLEY GALLAY/WIREIMAGE.COM
Power of 10 Prius enthusiasts dined in a spiral conﬁguration in Malibu on October 10 to celebrate the 10th anniversary of the vehicle—a 10th on 10.10.10.
High Gear Driven by a Facebook contest, Prius hosted its tenth anniversary on ﬁve weeks’ lead time. It’s not uncommon in Los Angeles to see environmentally conscious cars commingling with luxury vehicles in event valet lines. But here’s one event that About 150 Prius enthusiasts, may have tipped the typical ratio. About 150 Prius musicians, members of the press, enthusiasts, musicians, members of the press, and Toyota executives celebrated and Toyota executives went to the home of Eric on 10.10.10 in Malibu. Wright at the Wright Organic Resource Center in Malibu on October 10 to celebrate the 10th anniversary 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 ﬁnd 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 ﬁve weeks to put together the event. “We knew Succulents and gadgets commingled in the party space. the top 10 [ﬁnalists 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 sustainability. Workshop presenters included Eric Lloyd Wright (American architect and grandson of Frank), who spoke about sustainability and architecture; 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 Prius 10th Anniversary the region. Event “The workshop component Catering Outstanding in was new and well received. This the Field audience was really eating it up, Lighting Environtology Power, Sound Sustainable and it was great to see,” Czaplicki Waves said of the program’s format. “It PR Evolutionary Media was a really fascinating crossGroup section of people who all have Production Filter Media Group the same interest in technology, Rentals, Set Design sustainability, and eco-consciousAnimatic L.A. ness.” —Alesandra Dubin
Guests participated in interactive workshops and activities.
Catering from Outstanding in the Field included products from local farmers, producers, and chefs.
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.
54 bizbash.com july/august 2010
PHOTOS: NOTCOT (TOP IMAGE, FOOD IMAGE, BOTTOM IMAGE), CHARLEY GALLAY/WIREIMAGE (ALL OTHERS)
The 48- by 88-foot court comprised a custom engineered level deck, two layers of plywood, one layer of shock absorbing rubber, and a ďŹ 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 ďŹ lled the event bleachers, singing and dancing before the exhibition began.
commentator Serena Williams. Nike hosted a smaller version of the public event, dubbed â€œGame, Set, NYCâ€? in the Flatiron district last year, but this time wanted a larger execution. Tony Berger and Alison Kostas of RelevNikeâ€™s celebrity tennis exhibition ent headed up the production, setting up bleachdrummed up U.S. Open excitement. ers, concession stands, and retail, custom T-shirt, and photo op stations on the pier. Rain lingered Pairing a corporate buzz-generating throughout the dayâ€”a nerve-wracking monkey NEW YORK event with a charitable cause is a wrench for anyone hosting an outdoor eventâ€”but must these days, but doing so in a way that comes the skies cleared just in time for the 7 p.m. event, tagged â€œLights On. Lights Out.â€? The game didnâ€™t off as both genuine and ďŹ tting is a rare feat, one that Nike accomplished at its Primetime Knockout start until around 8 p.m., when the sky was dark and the court lights would have the maximum exhibition on Pier 54 on August 25. UnofďŹ cially effect. kicking off the U.S. Open, the event paired Nike Mimicking a mini tennis arena, the court and athletesâ€”Roger Federer, Maria Sharapova, Rafael its surrounding bleachers were privy to an onlyNadal, and Victoria Azarenka (who ďŹ lled in for an in-New York backdrop, with views of the West Side injured Serena Williams)â€”with celebrity doubles Highway, the Hudson River, and New Jersey. â€œWe partners. The charitable component came in the form of wanted to give guests a unique New York Nike 200 amped-up, tennis-loving kids from four youth tennis experience in an unexpected location with major impact,â€? Berger said. organizations, who were divided into Nike Primetime The light-hearted tennis Team Maria (City Parks Foundation), matches saw Azarenka and Giants Team Nadal (The Urban Dove), Team Knockout Event defensive end Justin Tuck beat Bleachers Seating Solutions Federer (New York Junior Tennis Nadal and his partner, model Bar League), and Team Azarenka (Harlem Carpeting, Astroturf Flemington Department Refaeli, while Sharapova and actor Childrenâ€™s Zone). After being bussed Store Bradley Cooper eked out a win over in courtesy of Nike, the kids got a Catering, Tenting PTG Federer and a lucky camper plucked Event Services chance to volley on the 48- by 88from the audience. foot Sport Court as the sun set, then Lighting Frost Lighting Production Relevent Group Nike donated $30,000 to the took to the bleachers, rooting for L.L.C. youth organizations. their namesake athlete to win and Venue Hudson River â€”Courtney Thompson Parkâ€”Pier 54 posing for photos with courtside
PHOTOS: COURTESY OF RELEVENT
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Caravents produced the September 16 soiree on the Santa Monica Pier, with carnival lights, supper club-style lounges, and gaming tables.
Triple Play HBO 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 HBOâ€™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.
COAST TO COAST
Guests tried their luck at casino games for a buyin of $500 in play money.
By ALESANDRA DUBIN & ANNA SEKULA
Carnival-style entertainers greeted guests at the entrance.
The Peterson Automotive Museum supplied vintage vehicles from the 1920â€™s.
PHOTOS: LINE 8 PHOTOGRAPHY
Signage evoked Prohibition-era posters.
56 bizbash.com november/december 2010
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.
PHOTOS: KEITH SIRCHIO FOR BIZBASH (NEW YORK), COURTESY OF BILL BANKS (ATLANTIC CITY)
The 40-foot-long bar was resurfaced with vintage posters from 1920s Atlantic City.
The study at One Atlantic was turned into a gambling den with a live cigar roller.
The 1,000person bash was spread across Rink Bar, Sea Grill, and Rock Center Café.
As a playful nod to Boardwalk Empire’s central character, Nucky Thompson, a cigarette girl handed out red carnation boutonnieres to arriving guests.
To reference the seaside town, the buffet included lobster tail, steamed mussels, and king crab legs.
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.COM More photos and ideas from these events
bizbash.com november/december 2010 57
Playing Tag Chanel decorated its revamped SoHo store with digital grafﬁti for the reopening bash. On September 9, the ﬁrst day of Mercedes-Benz Fashion Week, Professional grafﬁti artists Chanel marked the reopening of its Peter Marinoworked with guests and created redesigned SoHo store with a two-part event a more polished-looking piece at meant to capture the vibe of the boutique’s the end of the night. 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 A 10-foot at 82 Mercer Street. Chanel No. The French fashion house was celebrating 5 bottle the new store as well as Lagerfeld’s fall campaign, featured which was shot on the nearby streets. KCD senior footage of vice president of production Keith Baptista and vice the latest Guests including Elle editor Robbie Myers president of production Tobi Armstrong worked runway (pictured) were invited to “spray paint” with Rebekah McCabe, Chanel’s senior vice presishow from the LED walls with Chanel-branded cans. dent of public relations, and her associate, Arianne Paris. Gold, to take full advantage of the new 4,200square-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 ﬁnd 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 ofﬁce until the city was satisﬁed that the project did not majorly impede normal activities in the neighborhood.” The interior of the wall of the temporary fabriThe step-and-repeat cation was a digital interactive grafﬁti space where featured a backdrop of guests were invited to tag or write messages on a downtown Manhattan series of oversize screens, using paint cans that inwith grafﬁti-style lettering. teracted with the screens. Grafﬁti artists were also Blake Lively, just one of a myriad on hand to work with guests and create original of A-list celebrities at the party, artwork. was given a personal tour of the The basic shell of the structure, along with the store by Karl Lagerfeld. working LED grafﬁti walls and bench seating, were kept in operation the next day when Chanel SoHo Store’s the store ofﬁcially opened to the Two custom-built black tents, Reopening Party public during Fashion’s Night Out. measuring about 110 by 25 feet Following the cocktail event, Catering Olivier Cheng on Wooster Street and about Catering and Events Lagerfeld hosted a dinner and after70 by 20 feet on Spring Street, Digital Grafﬁti Wall party in the basement at nearby 82 created more party space Execution Tangible Mercer Street (formerly the Rock & Interaction and incorporated visual and Roll Hall of Fame Annex), transformDJ Alexa Chung interactive elements. Experiential Design ing it into the “Chanel SoHo Club.” Apologue The space, comprised of a center Lighting Bernhard-Link stage surrounded by banquettes, Theatrical Productions featured low lighting for ambience PR Nadine Johnson Inc. Production KCD Worldwide and live music by French singer Izia LED Wall, Projectors Scharff and British rocker Kele, followed by Weisberg tunes spun by the Misshapes. DinSecurity Elite Investigations ner, which included oysters, chicken Ltd. Sound ADI Group potpies, and macaroni and cheese, Staging Creative was served in a four-stage prix ﬁxe Engineering service that made it easy for guests Tenting EventStar to move from table to table. Video United Visual Artists—London —Jim Shi
58 bizbash.com november/december 2010
PHOTOS: BILLY FARRELL AGENCY/BFA (BACKDROP, GRAFITTI WALL, CHANEL BOTTLE, BLAKE LIVELY), CLINT SPAULDING/PATRICKMCMULLAN.COM (TENTS, MYERS)
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@example.com
Personal Space The 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 incarnation 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 Andrews, 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 ﬁberboard. 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 inception and had since formed Chrysanthemum Partners 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 Showtime Show House Society fund-raiser, and a rooftop party Security Heightened Security Inc. for Time Out New Venue Cassa Hotel and York. —Courtney Residences Thompson
Francesca Bucci and Hans Galutera of BG Studio International designed the “Clarity Lounge” for The Big C with a living wall and synthetic grass.
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. 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. For the Weeds lounge, John Loecke Inc. used HP’s Wallskins technology to create creeping wall coverings.
Space 4 Archictecture’s Californication glassﬂoored room included marijuana-scented candles. The room represented character Hank Moody’s crippling writer’s block via an uncomfortable “cactus” glass chair and desk.
60 bizbash.com july/august 2010
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.
PHOTOS: EMILY GILBERT FOR BIZBASH
A photo booth from MVS Studio mimicked the look of a BlackBerry.
A giant LED wall broadcast moving BlackBerry imagery.
Color-changing LED tubes backed a gift bag area at the entrance, where guests picked up their new smart phones.
past an arrivals carpet set up near Wilshire. Vivid, programmed, color-changing LED tubes illuminated 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 susBlackBerry built out a raw space for its penders and black T-shirts marked “Geek Squad” Torch launch with a performance by Drake. roamed to tell guests about the features of their new BlackBerrys while they snacked on comfort BlackBerry and AT&T hosted a favorites like grilled cheese and sliders from KathLOS ANGELES U.S. launch party for the new leen Sacchi. Torch 9800, which the brand is hyping as the ﬁrst A huge LED wall lit up the room with Blacksmart phone with a full Qwerty BlackBerry keyBerry imagery. Blue lighting illuminated furniture board and large touch-screen display. In keeping from within, and with the brand’s tradition of large launch events, logo gobos decked BlackBerry Torch the party on August 11 drew a targeted crowd to a the ﬂoor and walls. Launch custom-built environment. Geoff McMurdo, vice A photo station from Catering Kathleen Sacchi: president of marketing for North America at Black- MVS Studio mimicked The Fine Art of Catering Berry maker Research in Motion, oversaw the event, the look of a smart & Events Design, PR, Production tapping Harrison & Shriftman for the production. phone device. Harrison & Shriftman The party took over a space in the building at The event inFlowers Floral Rush 5900 Wilshire Boulevard, which was completely cluded DJ sets from Furniture Rentals, Lighting gutted and reinvented. Harrison & Shriftman arFuture the Prince and Green Lab Design Studio Ltd. ranged for the walls and ceilings to be repainted a performance from Furniture Rentals Icon and remodeled and brought in decor elements, hip-hop artist Drake. Event Rentals, Modern “from the carpet to the drapes and everything in Some guests apGreen Props between—furniture, lighting, sound, and even propriately snapped Invitations John Kneapler Design custom soaps,” said Harrison & Shriftman event stage photos with producer Brett Alligood. “The Torch is the most their new phones. The Lighting Felix Lighting Photo Booth MVS Studio technologically advanced BlackBerry to date, and performer announced, Inc. we wanted to create a space that celebrates this “I go by the name of Rentals Classic Party Rentals milestone. We started with a clean, sleek, black Drake. They call me a Sound Vox Entertainment design and added multiple lighting installations BlackBerry advocate. Inc. to mimic the device’s innovation.” The build-out I never leave home Valet Chuck’s Parking took three days. without it.” Service Uplit hedging marked the way into the party, —Alesandra Dubin
PHOTOS: TYLER GOLDEN
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.
Mirrored tabletops reﬂected the starry look of the space.
Emmy’s Big Night An 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
Leaf-shaped gobos illuminated the tented space.
Awash in preppy pink and lime green, the party took over the fountain plaza outside the Paciﬁc Design Center.
ON BIZBASH.COM More photos and details from these events
Banana and palm trees up to 30 feet high created a lush jungle atmosphere at the Paciﬁc 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.
Judah Friedlander scooped up the event’s coveted gift bag, which is part of its annual formula that also includes a Grammywinning performer, notable chef, and sponsored beauty lounge.
PHOTOS: NADINE FROGER PHOTOGRAPHY (GOVERNORS BALL), GABOR EKECS (HBO), COURTESY OF BEIMAGES (ENTERTAINMENT TONIGHT)
Entertainment Tonight Party
Samantha Ronson served as DJ; Cyndi Lauper was the headline act. 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.
Black and white dominated the decor, with quilted furnishings and ﬂowing drapery.
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Canadian designer Breeyn McCarney used ﬂowers to create a dress inspired by festival sponsor PerrierJouët’s Belle Epoque bottle.
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 ﬁlm, Score: A Hockey Musical, the festival’s kick off gala had a dance ﬂoor that resembled an ice rink.
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. 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.
64 bizbash.com july/august 2010
we had dasher boards all around the rink with advertising 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 The Toronto International Film booth, draped in black and adorned with a 2004 Festival opening gala paid Ontario Major Hockey League Division Championtribute to a hockey musical. 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 In a nod to Score: A Hockey TORONTO Musical—the opening night ﬁlm hockey jerseys from the ﬁlm were suspended from the rafters. at the 35th annual Toronto International Film In the Governor’s Room, a massive banner Festival—organizers of the festival’s opening reading, “Hockey is air, hockey is water, hockey night gala on September 9 ﬁlled the Liberty is life,” hung from the ceiling and Grand with concession stand Iceculture displayed a 16-foot ice fare (hot dogs and popcorn) and Toronto International sculpture shaped like a hockey rink memorabilia (jerseys, pennants, and Film Festival Opening and dubbed it the TIFF Shooter Bar. hockey pucks) reminiscent of a small Night Party The sculpture, which served as a tatown hockey arena. Catering Liberty Grand ble, held 144 shot glasses ﬁlled with Barbara Hershenhorn of Party Catering Skyy Vodka. Servers dressed in black Barbara Co. planned and produced Dance Floor, Signage National Sign & Design and white costumes reminiscent of the event, which drew 3,000 guests, Group Inc. referee outﬁts ﬂanked either side of including Olivia Newton John and Design, Event the table. Nelly Furtado, both of whom star Management, Production “We tried to scale it down as in the ﬁlm. Walter Gretzky, who has Party Barbara Co. DJ Jojo Flores much as you’d scale it down in a a cameo, also attended, posing for Furniture Rentals small town hockey arena,” said photographers on a bright orange Furnishings by Corey Hershenhorn, who worked with carpet (the colour of the TIFF logo) Ice Sculpture Iceculture Inc. the Liberty Group to design a menu outside the venue. Audiovisual Production, appropriate for a hockey crowd. The In an effort to replicate an arena, Lighting Event Services Group selection included Philly cheese Hershenhorn worked with McWood Props McWood Studios steak sandwiches, all-beef grilled Studios and National Sign & Design Rentals Chair-man Mills Kosher hot dogs, a poutine station, Group to turn the Artifacts Room Security Star Security Stafﬁng, Venue Liberty pizza, and Caesar salad. Dessert ininto a pseudo ice rink. “The dance Grand Entertainment cluded chocolate hockey pucks and ﬂoor looked like a hockey rink with Complex funnel cakes. —Susan O’Neill centre ice and the blue lines. And
PHOTOS: GARY BEECHEY FOR BIZBASH
Servers offered glasses of Perrier-Jouët at a bar in the V.I.P. lounge.
EXPO & AWARDS New York / Javits Center / October 27, 2010
Thank You for Making the 10th Annual BizBash New York Expo & Awards a Success! event design.
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A giant slide served as the party’s entryway.
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 A Transformers replica programming. The interactive offerings began with served as towering decor. 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 Activities and entertainment included a A ball pit made the company’s headquarters in Maryland, where Transformers photo opportunity, an interactive for a colorful, a team of about 10 serves as an in-house event strawberry shortcake bar from caterer Global Cuiinteractive agency for the group of networks. Connecticutsine by Gary Arabia, a ball pit, a caricature station, spectacle. based Blue Flame worked with Discovery Global and a custom button-making station. Some of the Events on the execution. games from the Family Game Night programThe Hub’s partners and execuming appeared at the party on a tives, plus celebrities and other invited Discovery giant scale, including a huge ConCommunications and guests of all ages—about 550 people nect 4 board and a version of OperHasbro’s Hub Launch in all—showed up at the Lot. “We did ation that allowed guests to move 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 ﬁnd your inner kid.”
Catering Global Cuisine by Gary Arabia Design, Fabrication Blue Flame Events Furniture Rentals Lounge22 Powered by Cort Lighting Delicate Productions Inc. Venue The Lot
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 network footage on the inside and outside walls. —Alesandra Dubin
PHOTOS: COURTESY OF THE HUB
the 750-person affair at the Hammerstein Ballroom. “There’s an immediacy to the issue, and we thought there should be an immediacy to how people can donate,” said Sebastian. That translated to stamping the Keep a Child Alive used bar codes to campaign’s bar code on a call for donations at its Black Ball. number of different surfaces—the step-and-repeat, the tickets guests were given to With annual performances from NEW YORK co-founder Alicia Keys and a roster exchange for gift bags, inside the program, and even enof other top-ﬂight musicians, it’s understandable larged on the that some guests might lose sight that facade of the bars. Keep a Child Alive’s annual Black Ball is Keep a Child Alive’s The organizers turned the a fund-raiser. To encourage donations, Black Ball cocktail area into an art gallery the nonproﬁt simpliﬁed the event on Catering Creative Edge of sorts. The mission statement September 30 and used almost every Parties became poetry written on the aspect of the decor to communicate its Decor, Design AD Events International Limited wall, and the campaign’s slogans mission. Key to all of this was the new Lighting Number Nine were presented in neon lights. A “Buy Life” campaign conceived by ad Design & Production similar amount of thought was agency TBWA/Chiat/Day, which feaEvent Management, Production Empire put into other components, from tures a bar code that, when scanned on Entertainment Inc. the lyrical content of the music a smartphone, directs potential donors PR 42 West played during cocktails and the to a donation site. Scenic Fabrication songs sung by performers Sade, Keep a Child Alive creative director Domestic Construction Sound Clair Brothers Audio Jay-Z, and Janelle Monáe, to aucEarle Sebastian and special events Systems tion items and a short speech by coordinator Danielle Spitzer headed Technical Direction Deepak Chopra. “Everything had the internal team, collaborating with Production Glue L.L.C. a purpose, and everything was Empire Entertainment and Amanda Venue Manhattan Center Studios related to the issue,” said SebasDavis of British design and production Video MB Productions tian. —Anna Sekula company AD Events International for
PHOTOS: PIETER HENKET (BAR), KEVIN MAZUR/WIREIMAGE (DOLLS)
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.
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.
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.
festival, developed several touch-points this year, gatherings with oyster farmers and meat producin addition to a large lounge tent at the Grand ers, and kid-friendly activities. As the weekend’s Tasting and a Sunday “Dim Sum & Disco” brunch festivities are spread throughout the city, Schrager event with chefs Ming Tsai and Joe Ng. and the producers see the Meatpacking District The airline also continued its Delta Burger and its cluster of businesses and properties as Sponsors expanded the scope and Buses, which provide transportation back from the festival’s nerve center, and thus the Corcoran’s experiential efforts at the third the Burger Bash in Brooklyn. “This year, we worked involvement seemed like a natural ﬁt. Wine & Food Festival. with Burger Bash sponsor Blue Moon to put Blue Also new to the lineup of festival sponsors Moon beers on all the buses,” said Jake Brookswas the Cosmopolitan of Las Vegas, a 2,995-room The third incarnation of the New Harris, a production manager at MKG, the airline Nevada resort scheduled to debut in December NEW YORK York City Wine & Food Festival, carrier’s event production partner. Delta, which that has already used the U.S. Open, Lollapalooza, which wrapped up on October 10, has grown to considers New York one of its key markets, also the Deutsche Bank Championship, and Sepencompass more than 130 individual gatherings. provided pedicabs, constructed a pop-up lounge tember’s American Wine & Food Festival in Los Its vast array of 102 sponsors—a varied group that in the Meatpacking District with partner CocaAngeles as promotional platforms. “We looked at ran the gamut from food, spirit, and wine busiCola, and sent staffers to gatherings like Sunday’s what events could help us position the Cosmonesses to ﬁnancial institutions, tourism bureaus, Carts in the Parc to hand out branded goodies like politan to the right audience,” said the property’s and real estate ﬁrms—aided the expansion, build- toothpicks, towelettes, and mints. vice president of public relations, Amy Rossetti. ing on the offerings at returning events and devisSupermarket chain ShopRite and coffee com- “The festival was always at the top of our list being new additions. pany Illy also put their own experts and represen- cause we wanted to give our culinary partners the “We saw it as an opportunity to engage and tatives in direct contact with festival attendees. opportunity.” Those partners are chefs like Scott create more loyal customers and expand their ShopRite—the presenting sponsor of the festival’s Conant, David Myers, and José Andrés, as well as image of Godiva,” said Erica Lapidus, director of largest draw, the Grand Tasting at Pier 54 on Blue Ribbon’s Eric and Bruce Bromberg, Estiatorio brand and internal communications at Godiva Saturday and Sunday—partnered with Certiﬁed Milos’s Costas Spiliadis, and the One Group. Chocolatier, which signed on as a sponsor in 2008 Angus Beef to stage cooking demos with celebrity Aside from reaching a large audience, sponwhen Lee Brian Schrager at Southern Wine & chefs and Faith Alahverdian, the executive chef sors also cite the feel-good factor of the festival’s Spirits launched the event as a counterpart to his and director of its Culinary Workshop program. At afﬁliation with two hunger-relief nonproﬁts— popular South Beach event of the same name. the Illy Issimo AuthentiCity lounge, a temporary all net proceeds beneﬁt the Food Bank for New Since 2009, Godiva has been the lead sponsor of venue built inside 632 on Hudson, the coffee pro- York City and Share Our Strength. “Bringing on the dessert-driven tasting event Sweet, and this ducer’s master barista, Giorgio Milos, led a create- sponsors really helps the bottom line for the year broadened its outreach with a chocolate and your-own-coffee activity. charities, and that’s why we’re doing this event,” wine pairing hosted by its chef David Funaro and For Meatpacking District Initiative execusaid Washburn. “We all want to get together, wine expert Anthony Giglio. tive director Annie Washburn, support from the have a great time, and do these great events, but Indeed, many returning sponsors evolved Corcoran Group this year helped the community in the end, we’re trying to help the Food Bank alongside Schrager’s gastronomic series, working organization grow its Meatpackand Share Our Strength. And that’s ON BIZBASH.COM why everybody has mobilized in with the festival’s producers to create more inteing Local series into a 40-eventMore details, photos, and the way that they have, in addition grated opportunities for consumer interaction. strong program that included vendor credits from the Delta, the festival’s ofﬁcial airline since Sweet large-scale tastings and events, as to the fact that it’s extremely fun.” Wine & Food Festival debuted in 2007 as a precursor to the inaugural well as intimate cooking classes, —Anna Sekula
68 bizbash.com november/december 2010
PHOTOS: SETH BROWARNIK/WORLDREDEYE.COM
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come and see the armory,” explained Rebecca Robertson, president of the Park Avenue Armory. To design the exhibition and The Park Avenue Armory’s ﬁrst gala the opening night gala, Robertbrought a 50-foot Ferris wheel indoors. son tapped event design company Hickey Shields, which had the task of not only creating a cohesive look For years, the Park Avenue Armory NEW YORK has been the site of large art exhi- for the 55,000-square-foot hall, but bitions and fairs, galas and launch events, and even also arranging the components to Fashion Week shows, but this December the Upper allow for a 532-guest dinner at the preview event the night before. East Side landmark will be home to the ﬁrst full “Just working on that scale in season of artistic programming from the nonproﬁt For the dinner, tables replaced that took over the venue from the state in 2006. As general is challenging, and we grew rides at the foot of the to call it the ‘drill hall effect.’ The a prelude to this, the cultural organization (which 50-foot-tall Ferris wheel. [Wade Thompson is also called the Park Avenue Armory) Drill Hall] has a very, very strange, held its ﬁrst gala on October 7, and Park Avenue Armory’s almost illogical effect on scale, collected $1.2 million to support the re“Carnival” Exhibition where certain things look ﬁne vitalization of the 130-year-old building Opening Night Gala and other things look very, very as a space for the arts. Art Direction, Design, small,” said Josh Hickey, co-owner A four-day exhibition followed the Fabrication Hickey Shields Carnival Games Ace Tent & of Hickey Shields. The gala gave gala, paying homage to the original Amusements guests a chance to partake in 1879 fair held at the armory’s Wade Catering Great the rides and games before the Thompson Drill Hall (held to raise Performances dinner, while stiltwalkers, confunds for the interior design of the Draping Drape Kings Event Management tortionists, magicians, and other venue). Dubbed “Carnival,” the event MF Productions circus acts from the Bindlestiff included a 50-foot-tall Ferris wheel, PR Resnicow Schroeder Family Cirkus roamed the ﬂoor. vintage midway rides and games, and Associates —Anna Sekula performers from the Bindlestiff Family Rentals Party Rental Ltd. The gala’s guests Technical Direction Cirkus. “We’re all about doing fantastic had no qualms Raise Plow things in this space, so doing a carnival Tenting Starr Tents about winning ON BIZBASH.COM in here seemed like a really great idea Venue Park Avenue Armory toys at the water A video report from the gala and a way to invite New Yorkers to pistol range.
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.
and dinner party in a hotel ballroom—moved from the back lawn when torrential rains and ﬂooding that afternoon forced the party inside— with the hotel’s restaurants Scarpetta, Hakkasan, Gotham Steak, and Solo providing food stations Thrillist staged a branded hotel in Miami for dinner and dessert. Singer Angela Laino and Beach with three days of parties. band Suénalo performed during the cocktail reception and dinner, respectively. Thrillist is no stranger to trip giveaways. Saturday’s planned activities kicked off early MIAMI In October the email newsletter staged with morning yoga on the beach led by Equinox its Jet Mystery event, which ﬂew 158 guests on Fitness Club instructors and a light breakfast at JetBlue to a surprise location, Jamaica, for a three poolside eatery La Cote. Presenting sponsors Bacdays of activities. In an effort to create a more ardi and Corona supplied poolside liquid libations grounded presence in one of its 16 markets, the throughout the day. New York-based company created the inaugural Other afternoon activities included musicHotel Thrillist in Miami Beach June 4 to 6. spinning lessons from Scratch DJ Academy, ca“Thrillist recommends the best poeira lessons from Miami Capoeira restaurants and nightclubs [in Project, tours and animal encounHotel Thrillist Miami], and our mission [with this ters at Jungle Island exotic zoo, and Catering, Rentals, Venue initiative] was to showcase just mini massages from Equinox. DJ Fontainebleau Hotel that to a national audience,” said Elle spun for the majority of the day, Catering, Venue Red, the Steakhouse the company’s event manager, Ben and R&B singer Kat Deluna gave a Hindman. “We wanted people to be Catering Gotham Steak, special 30-minute concert complete Hakkasan, Scarpetta, Solo able to experience the brand as a with dancers on the pool deck. at the Fontainebleau local entity and not just an email.” That night Thrillist transported Costumes, DJ, Entertainment, Makeup, Thrillist ran national and local everyone to the South of Fifth Stafﬁng Overthrow online sweepstakes for readers to neighborhood for a dinner party at DJs DJ Elle, Scratch DJ win a hotel room at the FontainebRed’s rooftop event space. DJ Señor Academy leau, which Thrillist rebranded with Entertainment, Venue Stereo from event company OverJungle Island signage and designated activity throw, ﬁre dancers, and the Miami Entertainment Miami areas, and access to its sponsored Heat dancers entertained throughCapoeira Project, Suénalo, events. About 200 people from out the night. The Gurkha Cigars around the country, plus 100 locals The company held a farewell Sound Southern Audio Visual and national media, attended. breakfast at Gotham Steak on Transportation Coastal Car The festivities began on Friday Sunday morning before attendees Worldwide night with a welcome reception checked out. —D. Channing Muller
PHOTOS: NICK MCGLYNN (BEACH, BIRDS), JUSTIN NAMON/WORLDREDEYE.COM (CHEFS)
Guests who signed up for the Jungle Island tour Saturday morning had hands-on experiences with the zoo’s residents.
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