BIZBASH CHICAGO
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Chicago $4.95 WINTER 2010–11 BIZBASH.COM
WINTER 2010–11
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rs, e v o e k t Ma r a m S es, h c n u a nt L to Steal e v E , s rend s & Ideas T s ’ r a The Ye s Campaign ou Ambiti
PLUS: Sponsor Integrations, Holiday Party Bites, Stylish Stages, Twitter Skepticism, 24 New Venues, Planners’ Favorite Trends & More
PHOTOS: BARRY BRECHEISEN/WIREIMAGE (STAGE, JERRY SEINFELD), EDWARD M. PIO RODA/COURTESY OF TBS (MOBILE BILLBOARD), JEREMY FREEMAN/COURTESY OF TBS (DA BEARS MOVIE, MEXICAN WRESTLER)
During TBS’s five-day Just for Laughs comedy festival—where 100-plus comedians performed in 17 venues around the city and suburbs—Cedric the Entertainer presented his “Urban Circus” at the Chicago Theatre. The show included an appearance by Jerry Seinfeld. Mobile billboards and the theater’s marquee advertised the festival. Joe Montegna, George Wendt, and Robert Smigel performed “Da Bears Movie Dat Wasn’t” at the Park West. Lucha VaVoom, a show in which Mexican masked wrestlers perform acrobatic feats, also took place at the Park West. More photos and details are on BizBash.com.
CHICAGO Volume 3, Issue 3 Winter 2010–11 © 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
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FROM THE EDITORS Tracking the year’s trends READERS’ FORUM What was the best idea you saw in 2010?
THE SCOUT 13 Wintry curtains made of ice 14 Passed bites for holiday gatherings 16 Festive glasses and small plates for rent 18 What are clever ways to integrate trade show sponsors? 19 Innovative ideas for stage design 20 A new Chicago-based event design and production company 23 11 ideas and products to have on your radar VENUES 25 Four new Chicago venues EVENT REPORTS 28 Coast to Coast: HBO’s vintage Atlantic City-inspired Boardwalk Empire launch party 30 Lollapalooza’s bigger and better space, food, and sponsor activities 31 The Women’s Board of the Rehabilitation Institute of Chicago’s balloon-filled 50th anniversary bash 32 From Miami: Thrillist’s branded hotel and weekend getaway 34 The Botanic Garden benefit’s modern revamp 35 The Loyola Founder’s Dinner’s fabric and lights 36 From Toronto: The film festival’s opening-night hockey-themed party
38 Macy’s Glamorama fashion extravaganza 39 Hendrick’s old-timey bartender croquet tournament 40 From Los Angeles: The Lacma Resnick Pavilion’s dreamy debut 42 Green City Market’s 2,000-guest Chef’s Barbecue fund-raiser 43 From Boston: Mass General Hospital for Children’s Aladdinthemed Storybook Ball 45 Subway’s post-conference gala’s three fresh pavilions 47 From Washington: Glenn Beck’s 300,000-person Restoring Honor rally 51
Best of 2010 The top trends, ideas, designs, and events that shaped this year
THE DIRECTORY 70 New venues TED KRUCKEL 72 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 winter 2010–11 3
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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 INTERNS Caralyn Greif, Jessica Flores
RENAISSANCE SCHAUMBURG CONVENTION CENTER HOTEL 1551 North Thoreau, Schaumburg, IL 60173 t: 847.303.4100
WHERE BUSINESS MEETS CLASS. Whether you’re planning a daytime meeting or an evening celebration, the Chicago History Museum offers a sophistication and elegance you won’t find anywhere else. Spaces include reception, conference and breakout rooms, as well as an auditorium—all with access to our exhibition galleries. To host your event at the Chicago History Museum, call the Events Department at 312.799.2254.
Clark Street at North Avenue 312.642.4600 www.chicagohistory.org
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: edit@bizbash.com Event Invitations, Press Releases: nyevents@bizbash.com Directory Listings: listings@bizbash.com Subscription Inquiries: 646.839.6835, subscriptions@bizbash.com New Subscriptions: bizbash.com/subscribe Subscription Renewals: bizbash.com/renew Reprints: Dani Rose, The YGS Group 800.494.9051 ext. 125, bizbash@theygsgroup.com BIZBASH MEDIA C.E.O. AND FOUNDER David Adler PRESIDENT Richard Aaron BOARD OF DIRECTORS Jonathan Adler (CHAIRMAN),
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Robert Neubert, DIRECTOR OF CATERING SALES, HILTON CHICAGO; Kristy Polzup, EVENTS & COMMUNICATION MANAGER, DIAMOND; Jack Scafide, ACCOUNT EXECUTIVE, CORT EVENT FURNISHINGS; Andrew Schorr, PRESIDENT, IN THE LOOP; Dick Smith, CHAIRMAN, IACEP; Jodi Wolf, PRESIDENT, PAULETTE WOLF EVENTS & ENTERTAINMENT Marketing and Advertising Programs: sales@bizbash.com ®2010 BIZBASH IS A REGISTERED TRADEMARK OF BIZBASH MEDIA INC. ALL RIGHTS RESERVED. REPRODUCTION WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS STRICTLY PROHIBITED.
From the Editors
In the Trend Trenches 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
PHOTOS: MELISSA HORN (ACE HOTEL), MICHAEL TOOLAN (THRILLIST PARTY)
How do you sum up a year?
Infinite ideas.
Bring creativity to life with CORT’s exclusive Endless CollectionTM, a modular seating system designed to fit any event space or party theme. With seating so versatile, the possibilities are truly infinite.
Readers’ Forum
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 winter 2010–11 9
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? FEATURING
It’s going to get worse before it gets better.
CELEBR ATING 10 Y E A R S
Paula Deen Guy Fieri Bobby Flay Emeril Lagasse Rachael Ray Giada De Laurentiis and many more
February 24-27, 2011
We’re fully recovered and back to normal.
3% 4%
20% 32%
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.
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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.
2% 17%
27%
54% I’m cautiously optimistic.
Registration Web Development Travel & Housing Event Management www.e-ventsreg.com
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877.552.3401
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
PRIVATEßPARTIESß ßCORPORATEßMEETINGSß ßEVENTSß ßCOCKTAILßRECEPTIONSß -ULTIPLEßEVENTßSPACESßAVAILABLEßFORßPARTIESßUPßTOß ßPEOPLE
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PHOTO: LIN AND JIRSA PHOTOGRAPHY
The Scout
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
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bizbash.com winter 2010–11 13
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
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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.
Photography by Josh Sears
For Rent
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 flute, $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 flute, 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
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Small Plates
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)
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-
Ask BizBash
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
18 bizbash.com winter 2010–11
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
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.
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)
Idea File
The MTV Movie Awards in June had a dynamic set with layered projection screens designed by Consortium Studios and lit by Triphoton City.
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.
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.
At Marc Jacobs’s spring 2011 show, a lamp-shade-shaped bronze structure acted as the entrance to the catwalk.
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Fresh Face
SOCIAL SKILLS “I’ve been to Athens five times in my life, but it wasn’t until last year that I actually got to see the Acropolis,” says Steven Valenti, founder of All Things Party (847.234.4200, allthingsparty.us). The first time Valenti headed to the ancient city, he was a senior in college, working for Lake Forest-based planner Bruce Southworth. Valenti was assisting with events such as a private anniversary party in Athens, which entailed chartering a cruise ship for 116 guests and retracing part of Ulysses’s voyage from the Odyssey. Soon after graduation, Valenti began working with Southworth full-time, and then spent 16 years there, starting as an assistant and working his way up to managing director—and getting to Greece a few more times for business, but not sightseeing. Valenti describes his work with Southworth as planning very highend events for the nation’s wealthy.
“One of the things I came up with there was the 10-10 rule,” he says. “Every event hit within 10 percent of the established budget, and within 10 minutes of our timeline.” Then, “no doubt about it, two years ago the world changed,” and business dried up, Valenti says. “There was a lot of sluggishness in the economy, and our clients stopped entertaining.” Valenti and Southworth parted ways in 2008—but within a week, Valenti says, he was getting calls from former clients requesting his services for weddings or birthday parties. “They still had occasions they wanted to celebrate, and I could help out,” he says. “That gave me the confidence to realize I could do it on my own.” In March 2009, Valenti founded All Things Party. Apart from his social clients, in the past year and a half, the company has worked on the after-party for Rush University’s
charitable fashion show, which drew 600 guests to the Palmer House Hilton’s Red Lacquer Room for an event with a “Feel the Pulse” Steven Valenti theme. Throbbing LED lights underscored the intended vibe, tables got custom, fringed linens, and life-size cutouts of the event’s fashion-sketch logo filled the room. Valenti has also planned a retirement party for a television industry executive and the opening of the Hermès flagship store in Chicago. “What makes my business unique is the experience I have from the past,” he says. “I’ve dealt with a very discerning client base who knows what they want, and are used to the best. There’s no reason for an event to ever feel corporate or canned. Everything can be treated
Behind the Scenes at Restaurants Flight Chicago (flightdeckchicago.com) is a new service that takes groups on tours of local eateries. For $100 per person, the three-hour tours let as many as 20 guests into restaurants during off hours—usually between lunch and dinner. Participants get to meet the chefs, tour the kitchen, and sample dishes with wine and beer The Bristol in Wicker Park pairings. A typical participates in Flight tours tour stops by three eateries (in TO U R neighborhoods such as West Town and Wicker Park) that offer different kinds of cuisine (making the tour similar to a wine flight, thus the name). Participating venues include Branch 27, Green Zebra, and the Bristol. —J.B.
20 bizbash.com winter 2010–11
like a private party, and I present ideas in that fashion.” “Steve Valenti is not only professional, organized, and on the ball, he is one of the most creative people we have worked with,” say Colleen Mygatt and Elissa Kovas, chairs of a U.S. Ski and Snowboard Association event produced by Valenti, via email. Held at the Cycle and Saddle Club in October, the fund-raiser drew more than 300 guests and had a casual ski-lodge theme, a silent auction, and Olympic athletes in attendance. “We were totally blown away by his skills,” say Mygatt and Kovas. —Jenny Berg
A NEW SPIN ON SANDWICHES Launched in July, Gaztro-Wagon (773.942.6152, gastro-wagon. com) slings creative sandwiches on Indian naan bread— the owners call them “Naan-wiches.” Options CATE R I NG include the “Fidel Gaztro,” made with pork shoulder, ham, and Manchego cheese. The truck can cater city events for as many as 300 guests, working curbside, dropping off snacks, or setting up shop at an on-site kitchen. A minimum Gaztro-Wagon’s order of 75 Naan-wiches sandwiches is required to take the truck off the streets, but there is no hourly charge. Sandwiches range from $7 to $12 apiece. —J.B.
PHOTOS: NICOLE RADJA FOR BIZBASH (VALENTI), COURTESY OF THE BRISTOL, CHRISTIAN BEHR (GAZTRO-WAGON)
Steven Valenti applies his experience producing high-end social functions to corporate events and fund-raisers.
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Forecast Ideas, products, and just plain cool stuff to have on your radar. By LISA CERICOLA
1.
2.
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 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.
3.
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.
4.
5.
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.
6.
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.
7.
The long-gestating Broadway show Spider-Man: Turn Off the Dark (spider manonbroadway.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:
9.
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.
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
bizbash.com winter 2010–11 23
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PHOTOS: COURTESY OF TOPGOLF, COURTESY OF JW MARRIOTT CHICAGO, COURTESY OF BENNY’S CHOP HOUSE, RICK AGUILAR/RICK AGUILAR STUDIOS (RIVERWALK)
Meet Up, Then Tee Up Wood Dale’s TopGolf, which offers a live-ball driving range with computerized scoring, got a rooftop beer garden in August. Equipped with a fire pit, a live performance area, and 26 hitting bays, the alfresco space can host events for 150. The venue’s lower levels house three areas that can host private events: Its executive suites hold 100, the Bayview Lounge has space for 80, and a meeting room with a 52-inch flat-screen TV and Polycom conference equipment holds 14. (699 West Thorndale Ave., 630.595.4653)
Venues
By JENNY BERG
Kitchen Confidential The Riverwalk at Kendall College opened at the hospitality school in September. The 1,890-square-foot raw space has Art Deco-style blackand-white floors and holds 100 inside. The venue offers views of the river and city skyline, though window coverings can block the sun to create meeting settings. An outdoor space can hold an additional 100. The college’s in-house event department currently handles its functions, letting students set up, work, and cook for events. (900 North Branch St., 312.752.2196)
A New Spot for Green Meetings The first Chicago location of the JW Marriott hotel was slated to open in November. In a Daniel Burnham-designed bank building, which just got a $396 million renovation, the venue will offer 609 guest rooms, a 20,000-square-foot spa, a fine-dining restaurant, and a combined bar and lounge. Some 44,000 square feet of meeting space will include two ballrooms and more than 30 breakout rooms; green meeting packages will be available. (151 West Addams St., 312.660.8200)
A Working-Lunch Destination Benny’s Chop House opened in River North in April. The restaurant dishes out U.S.D.A. prime steaks, oysters, pasta, and classic side dishes, such as creamed spinach and hand-cut fries. In the back, a private dining room equipped with Wi-Fi can seat 40 to 50, or hold 75 for receptions. Built into the wall, a flat-screen TV hooks up to laptops and DVD players for presentations. The room also offers a rolling champagne cart for tableside drink service. (444 North Wabash Ave., 312.626.2444)
bizbash.com winter 2010–11 25
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EVENT REPORTS
InďŹ&#x201A;ation Rate The Rehabilitation Institute of Chicago celebrated its 50th anniversary with a bevy of balloons on September 11.
27 bizbash.com january/february 2010
27
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 HBO’s internal digital network distribution team. The New York fete entertained an industry crowd of 1,000, while the Atlantic City affair was a consumer-targeted promotion for 500.
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.
Los Angeles
The Peterson Automotive Museum supplied vintage vehicles from the 1920’s.
PHOTOS: LINE 8 PHOTOGRAPHY
Signage evoked Prohibition-era posters.
28 bizbash.com winter 2010–11
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.
New York
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.
Atlantic City
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
29
Rock Solid Lollapalooza returned with a bigger footprint, fancier snacks, and a diner for sneakers. Mike Walker, operations manager at C3 Presents, slept in on August 7 until 4:25 a.m. The rest of the week, he was up by 4 a.m. and in Grant Park by 6 a.m. to take care of last-minute adjustments to the C3-produced Lollapalooza, which took place August 6 through 8. “Anyone can put on an easy show,” Walker said. “Lollapalooza’s not easy.” Though not exactly a cakewalk, the festival does have some structural elements that remain unchanged from year to year. The 2010 version, for example, stuck with previous iterations by having eight main stages, which saw performances from headliners such as Lady Gaga, Green Day, Phoenix, and Soundgarden. But this year the Friday night’s event’s footprint expanded west of Columbus headliner, Drive, resulting in grounds that Walker said were Lady Gaga, about 25 percent larger than in 2009. performed on The new layout was intended to “improve the Parkways the flow and make more room for patrons,” Foundation Walker said. “It’s better for everyone.” After a Stage at walkthrough during the Lady Gaga show, which the park’s drew close to 80,000 fans on Friday night, Walker southern end. noted that no particular area felt congested. Part of that, he said, was due to a new position for the V.I.P. cabanas, which corporations purchase to provide air-conditioned—and bar-equipped—viewing space for clients. Perched atop a Lollapalooza knoll in the park, the cabanas were Catering Behind the moved farther back this year to Scenes Catering & Events, provide more room for fans below. Designed Cuisine New attractions included the Cleaning Services Clean Green Street Farmer’s Market, Event Construction Equipment where Chicago eateries slung Rentals Sunbelt Rentals snacks made with local produce. Decor, Event Management, Two so-called Chow Town areas, Production, Video C3 food courts on the park’s northern Presents Decor M&M The Special and southern sides, offered higherEvents Company end snacks than in previous years. Fencing National Fence With Graham Elliott Bowles as its Furniture Rentals, Linens, culinary director—the first in the Rentals, Tenting Classic Party Rentals festival’s history—Chow Town had Furniture Rentals C.O.R.T. everything from Sunda’s shrimpEvent Furnishings tempura-and-cucumber sushi to Golf Carts RMI Golf Carts strawberry-pie milkshakes from Lighting Airstar Space Lighting, Christie Lites Inc. Hoosier Mama. Power Aggreko Sponsor activations included PR Fresh and Clean Media Adidas’s new “Mega Shoebox.” Portable Restrooms, Built to look like a diner, the temSanitation Waste Management porary room had sneakers housed Security Monterrey on cake stands, staffers dressed like Security, NPB Companies servers in a ’50s diner, and a photo Inc., S3: Safety Service booth. Sony and radio station Systems Inc. Sound Clair Sound Worx Q101 were among the returning Staging Stageco Staging At the Adidas Mega Shoebox, staffers brands to sponsor on-site lounges. Group dressed like waitresses from a ’50s diner. —Jenny Berg
Performance schedules surrounded truss structures throughout the park.
As in the past, blown-up white letters above the entrance spelled out the festival’s name.
On festival grounds, classic Lollapalooza decor included shining stars.
PHOTOS: BARRY BRECHEISEN FOR BIZBASH
CHICAGO
Hope Floats A nonprofit celebrated its 50th anniversary with balloon centerpieces and polka-dot lights. On September 11, the women’s board of the Rehabilitation Institute of Chicago celebrated its 50th anniversary with a balloon-filled gala at the Chicago History Museum. Sophie Bross, Britt Taner, and Jennifer Tengelsen cochaired the event, asking designer Bill Heffernan of Heffernan Morgan to give the fund-raiser the look of an elegant birthday bash. The Women’s Board Heffernan created two distinct of the Rehabilitation areas to house the cocktail recepInstitute of Chicago’s tion, dinner, and end-of-night dance Medicine Ball party. Inside the museum, all-white Catering Off-Premise lounge areas offered sofa seating Events by Lettuce and illuminated polka dots scatEntertain You, Taste tered across the ceiling. DJ Michael America Catering Smith spun lounge-y beats, and Decor Heffernan Morgan Inc. DJ Michael Smith bunches of white balloons popped Invitations Watel Design up throughout. Lighting Frost For dinner and the live auction, Linens BBJ Linen, Cloth guests headed to a clear tent on the Connection Printing Graphic Arts property’s back lawn. Done up in Studio Inc. tones of green and purple, the tent’s Rentals Hall’s Rental decor centered on yet more balloons. Tenting Partytime Fittingly, the three-course meal Productions Inc. Valet VIP Valet ended with a traditional birthday Venue Chicago History treat: Taste America prepared flourMuseum less chocolate cake. —Jenny Berg
CHICAGO
Heffernan Morgan’s mirrored light boxes held arrangements of purple roses.
ha e nc ve ou Vis oc nt r it ko s s ne bs ec w er tio va n to at ry .co m
PHOTOS: PHOTOSGRAPHY BY TAY KAUNE
Designer Bill Heffernan said he was going for a “chic, lounge-y look for cocktails and after-party dancing.”
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Hakkasan served steamed sea bass topped with soya bean at its food station on Friday night. Red, the Steakhouse and Gotham Steak chefs participated in a barbecue competition on Saturday afternoon.
Equinox Fitness Club conducted morning yoga sessions on the beach behind the hotel.
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
Weekender
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.
Heffernan Morgan’s Bill Heffernan used thousands of sheets of cellophane and chromed lightbulbs to create 16 custom chandeliers.
As night fell, Frost employed LED and automated lighting effects to animate the raspberry-colored cloud chandeliers.
Cloud Nine After cocktails, dinner and dancing took place in a clear tent from HDO.
Glowing Lucite and cellophane clouds decorated the Chicago Botanic Garden’s summer benefit. June was a rainstorm-heavy month, but planners weren’t particularly concerned about the weather when it came to the Chicago Botanic Garden’s summer dance on June 25. The fund-raiser followed a formula that’s been in place since it began seven years ago: After alfresco cocktails on the esplanade, guests headed to a decked-out tent for dinner and dancing. “The garden is stunning rain or shine,” cochair Stephanie Harris said. “In case of rain, we would have used more of the beautiful indoor space that already exists at the Botanic Garden, in addition to the fantastic tent.” But ultimately, the only clouds on Friday were of the Heffernan Morgan-designed variety. Bill Heffernan said his design scheme was intended to look “contemporary, fresh, and clean.” In the tent, clear Lucite chairs framed custom white lacquer tables, and illuminated centerpieces held color-blocked bunches of orchids. For the crowning touch, Heffernan used thousands of sheets of cellophane and chromed Chicago Botanic lightbulbs to design 16 cloudlike Garden’s Summer chandeliers. As night fell, a pink Dance lighting scheme gave the floating fixtures a raspberry-hued glow. Catering Calihan Catering Entertainment Gentlemen Ultimately, “we wanted to of Leisure Band keep the traditions that were set Decor, Design, Flowers out in years past, but add a bit of Heffernan Morgan Inc. a younger, modern edge to [the Furniture Rentals Hall’s Rental event],” said Harris, whose fellow Lighting Frost co-chairs included her mother-inLinens BBJ Linen law, Caryn Harris. The event drew Tenting HDO Tenting 406 guests and raised nearly Valet Sidney’s Valet Services Inc. $425,000 for the garden’s conserVenue Chicago Botanic vation, education, and research Garden programs. —Jenny Berg
Heffernan’s four-foot-long centerpieces incorporated glowing white Lucite cubes and color blocks of raspberry, gold, and purple orchids.
Calihan Catering’s offerings included shrimp cocktail. The clear tent housed 40 custom white lacquer dinner tables and clear Lucite chairs.
34 bizbash.com november/december 2010
PHOTOS: PHOTOGRAPHY BY TAY KAUNE
CHICAGO
said, was simple—and malleable: “Lots of fabric.” Williams said the look of this year’s event was “all fabric and Loyola University pulled off its Founders’ lighting”—which, he added, was economical. “We used LED lightDinner without a loading dock. ing, which is much more affordable than it used to be, to change On June 19, Loyola Chicago Univerthe look throughout the night. We CHICAGO sity hosted its Founders’ Dinner had five different looks in all— for 817 donors. The event followed the same all because of lighting.” format as its previous iteration, Though the starting with cocktails in the library Loyola University event’s design was Fabric and lighting played heavily and culminating with dinner and in place well in Chicago’s Founders’ into the look of this year’s dinner. entertainment in the decked-out advance, one unDinner gymnasium. But planners had a expected issue did Audiovisual Production, new challenge this year: The gym is pop up last minute. “I got an email Design, Lighting, Sound, Staging Centerstage undergoing construction, which led from one of the vendors with the Productions to limited access during the six-day subject line: ‘Houston, we have a Catering Blue Plate build-out. problem,’” said Williams. “None Decor, Design Event There was no working loading of us had thought of this, but Creative Entertainment The Chris dock and several entrance points the carpeting we wanted to use Sarlas Orchestra were closed off, so vendors could comes in 4- by 10-foot panels.” The Flowers Flaire Design only access the building through carpeting could be rolled up into Studio, Ken Puttbach one set of double doors. “As we smaller strips, but the carts that Designs Furniture Rentals, Rentals were designing the space, we rolled them into the gym would Hall’s Rental had to ensure that everything we be wider than the double doors. Linens BBJ Linen took into consideration could fit Ultimately, crew members Photography Steve Becker through those doors,” said the removed a hinge from the top of Photography Printing Lowitz & Sons university’s director of special the doors, which provided an extra Flaire Design Studios Tenting Partytime events, Richard Williams. “If it three inches of space. The carts provided flowers, and Event Productions Inc. couldn’t fit, it couldn’t be part of rolled in with half an inch of room Video John Hillman Creative handled decor. the design.” The solution, Williams on each side. —Jenny Berg
PHOTOS: STEVE BECKER/BECKER MEDIA
Tight Squeeze
Hors d’oeuvres from Blue Plate included blackened shrimp on crostini with prosciutto and mascarpone.
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.
36 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
Big Score
PHOTOS: GARY BEECHEY FOR BIZBASH
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A so-called “candy garden” offered treats ranging from See’s chocolates to gumdrops to miniature cones stuffed with s’mores. Headliner Macy Gray closed the show. The show’s backdrop was a 40-footwide by 50-foot-tall LED screen. “It was the largest LED wall we’ve ever done in the show,” said Macy’s Mike Gansmoe.
productions include dance sequences while the Glamorama events offer a headline performer. At this year’s show, Macy Gray and Eric Hutchinson sang, and a high-energy dance number accompanied a presentation of the new Material Girl clothing line, an exclusive-toMacy’s collection that Madonna designed with her daughter, Lourdes. Dancers also appeared Macy’s gave Glamorama a new in front of a screen that showcased video-game name and bright, trippy look. characters doing the same steps, and the number promoted Kinect system for Xbox 360, which hit Macy’s annual fall fashion show and stores in November. CHICAGO after-party took place on August 13, While the Passport events have traditionally starting at the Chicago Theatre and continuing on included runway fashion shows, Glamorama preto the State Street flagship store. Formerly known sentations take place on a proscenium stage. “The as Glamorama, “The event is now Macy’s Passport proscenium setting allows us to change the scenery in a split second,” Gansmoe Presents Glamorama,” said Mike Macy’s Passport said. “We can go to a blackout, and Gansmoe, the Minneapolis-based all of the sudden the lights come vice president of special productions Presents Glamorama up and it’s a completely different for the Macy’s Parade and Entertain- Audiovisual Production, look on the stage, which is part of Sound Plus One AV ment Group. “We took two of our Catering, Venue One the magic.” iconic fashion events—one of them Eleven Events/Macy’s The after-party, too, was “all being Glamorama, the other being Catering & Event Space about the magic,” said Frost dePassport—and melded them into Decor Bungalow 6 Design, signer Dennis Remer. “It was about Moss Inc. one over-the-top production.” creating overall environments that Macy’s Passport events have tra- Design, Lighting, Staging, Video Frost were magical and visually intriguditionally taken place in Los Angeles DJ DJ Rex ing for people. There was someand San Francisco, while Glamorama Entertainment Dennis thing happening everywhere you Watkins has been a signature production at looked.” Spread out over the store’s the store’s Minneapolis and Chicago Flowers Bukiety Inc. Linens BBJ Linen—Chicago seventh floor, the party offered a locations. To produce the hybrid Models Factor Women, variety of settings that took visual event, “We combined the [Macy’s] Ford Models, L.A. Models cues from everything from Avatar PR Liz Kores Public creative teams from San Francisco Relations, So Dressed Up to The Wizard of Oz and the ocean and the Midwest, and took the best Printing, Signage Lake floor; the archives area became elements from both shows to create Media Services Inc. what Remer described as a “trippy one uber-cool event,” Gansmoe said. Signage Graphix Shoppe poppy den.” —Jenny Berg Venue The Chicago Theatre He explained that Macy’s Passport
Frost designer Dennis Remer used illuminated pink flowers to create what he called “a sort of trippy poppy den or a Jack and the Beanstalk experience.” In the Narcissus room, the inspiration was “under the sea,” Remer said. “Jellyfish were hanging around, and there were projections of sublime aquatic videos.”
38 bizbash.com july/august 2010
PHOTOS: BARRY BRECHEISEN FOR BIZBASH
Fashion Forward
Out-of-the-ordinary details started with the location and concept. “In the spirit of all things unusual,” Hirst said, “we felt that asking bartenders to Hendrick’s Gin staged croquet put down their shakers and jigtournaments with a railroad-tycoon gers, and taking them away from dress code and cucumber trophies. their normal habitat—the bar— to pick up a mallet for a spot of According to Jun Hirst, senior brand competitive croquet would be a CHICAGO manager for Hendrick’s Gin at marvelously different way to sip William Grant & Sons, Hendrick’s is “the most un- Hendrick’s Gin cocktails.” usual gin in the world.” Handmade On Soldier The Salty Dogs Jazz Band of Chicago entertained. in Scotland, infused with rose Field’s Stadium Hendrick’s Gin petals and cucumbers, and stored Green, guests sipped mixed drinks Bartender Croquet in a dark, stout apothecary bottle, and flowery gin punch from teaTournament the product first became availcups and hollowed-out cucumbers. Catering Prime Food able in the United States 10 years Around them, croquet competitors Caterers Collateral, Invitations, ago. “One of the most important used branded mallets and vied for Signage Quaker City reasons for Hendrick’s success is the Hendrick’s trophy, which was Mercantile the fact that bartenders across the topped with a large cucumber. Decor, Event Management, land embraced our most unusual Also rather uncommon was the Staffing Momentum Worldwide gin from the start,” Hirst said. dress code on the invitation, which Flowers Ronsley Special To thank its cocktail-mixing urged guests to “don your best Events clientele, the brand staged a multi- Furniture Rentals, Linens, railroad tycoon, Upton-Sinclair incity bartenders’ croquet tournaspired, Baroque, Rococo, Victorian, or Tenting Classic Party Rentals ment this summer and fall. The Edwardian garb.” Mixologists from Gifts Innerworkings event, which landed at Chicago’s venues such as Gilt Bar, Sable, and Photography Gopho Soldier Field on July 16 and was the Drawing Room came dressed in PR Maloney & Fox scheduled to wrap up in Austin on eclectic gear—everything from avia- Because the gin is infused with cucumbers and Props Zap Props Transportation Chicago November 8, intended to “bring to rose petals, flower arrangements comprised tor caps to parasols—while event Trolley & Double Decker Co. life the world of Hendrick’s Gin,” staffers wore top hats, coattails, and bunches of red roses in tall vases filled with Venue Soldier Field Hirst said. cucumber slices. frilly bloomers. —Jenny Berg
PHOTOS: BEN GONZALES
Gin Costume
Art from the Resnicks’ collection came to life by way of projections under the dinner tent.
Towering spheres of roses decorated dinner tables.
But perhaps the biggest attraction under the tent were the seamless projections, which rotated throughout the evening. MegaVision Arts created the content for the projections on the walls and ceiling of the tent, and the look was based on the Resnicks’ request to have their guests feel as if they were standing on the veranda of a Venetian palazzo, and to bring the art collection to life. At the Lacma Pavilion debut, projections Looks included an animated fresco, a sunset scene animated art under a dreamy dinner tent. with Venetian masks appearing on the walls, and a grand finale with There’s a renewed sense of heft projected fireworks Lacma’s Resnick LOS ANGELES and vigor within Los Angeles’s synchronized to Pavilion Opening Gala art community, with big hoopla surrounding the music. The animated Catering Patina Group city’s institutions in recent years. Adding to that ceiling used 24 highCreative Direction, air of importance is the Los Angeles County Muse- powered digital Design, Production J. Ben Bourgeois Productions um of Art’s new Lynda & Stewart Resnick Exhibiprojectors blended Flowers James Romolo tion Pavilion, made possible by funding from that together to create a Furniture Rentals Luxe philanthropic family. The new space, designed by seamless 130- by 130Event Rentals & Decor architect Renzo Piano, opened with a masquerade foot overhead canvas. Greens, Hedging Jackson Shrub Supply Inc. gala on September 25 for 1,000 guests. The same techniques HVAC, Staging Special Lacma C.E.O. and Wallis Annenberg direcpainted full-motion Event Contractors tor Michael Govan, president Melody Kanschat, moving scenery on Orchestra, Ancillary and vice president of development Terry Morello the 130- by 35-foot Entertainers Lynne Gordon Entertainment oversaw the event under the ever-watchful eye of fabric-covered Permits Jimmy’s Permit Lynda Resnick herself. tent walls. Services Building the evening’s drama early, guests Immediately PR PMK-BNC entered the gala upon a red carpet that snaked following the gala’s Projection, Content MegaVision Arts through Chris Burden’s “Urban Light” sculpture— close, glitter-covLighting, Projectionist, the lamppost art installation off Wilshire Bouleered guests made Projectors, Technical vard—where a troupe of entertainers in Venetian their way back to Direction Brite Ideas costume danced to a live pianist. They moved the Resnick PavilRentals, Tenting Classic Party Rentals next into the galleries, where the three inaugural ion for the Ultimat Draping, Scenic Rock exhibitions were open for view. Vodka- and Moët & Steady Productions Next, guests moved into the tent, where Chandon-sponsored Security, Venue Los Angeles they sat for dinner by Patina Catering at Lacma “Avant-Garde AfterCounty Museum Of Art Sound Westcoast Sound and entertainment by the Canadian Tenors. The Party,” where the Inc. evening’s grand finale performance came from Chapin Sisters perValet Athena Parking, Christina Aguilera, who belted hits “Beautiful” formed. Z Valet and “Fighter.” —Alesandra Dubin
Guests entered the gala on a red carpet that snaked through the “Urban Light” sculpture by Chris Burden, where entertainers in Venetian costume danced to a live pianist.
Christina Aguilera performed with an orchestra.
40 bizbash.com winter 2010–11
PHOTOS: LINE 8 PHOTOGRAPHY
Masterpiece Theater
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Locally Sourced
MK served snow cones with market fruit syrups. Instead of a traditional table, the restaurant used an ice cream truck for its tasting station.
Sixteen’s sandwiches were stuffed with barbecued short ribs, Asian slaw, and pickled beet puree. Rick Bayless—the chef behind Frontera Grill, Topolobampo, and Xoco—served grilled pork belly tacos that incorporated ingredients from Midwestern farms.
Chefs from Sixteen at the Trump Tower Chicago grilled giant loaves of bread for sandwiches.
NoMi chefs roasted TJ’s freerange poultry for beer can chicken.
42 bizbash.com july/august 2010
The Green City Market fund-raiser expanded with more guests, chefs, and sponsors. On July 15, approximately 2,000 guests—many armed with trays— lined the fence outside Lincoln Park’s Green City Market for the Chef’s Barbecue, which raised $210,000 for the organization. “It was certainly intimidating when guests first arrived at the event,” said the market’s executive director, Lyle Allen, who added that last year’s event drew closer to 1,800 guests. “But we got everyone in within 15 minutes, so we really have the procedures in place to accommodate such a large crowd.” Along with a higher guest count, this year’s walk-around tasting had more restaurant participants than last year. With stations from approximately 90 local eateries and bars, Allen estimated that participation was up by 20 to 25 percent. “It speaks to the general movement that’s going on in Chicago,” he said. “People are becoming very interested in local food sources, and chefs are leading the way with that. There’s no other city in the country that has such a connection between chefs and farmers, and more and more [Chicagobased] chefs are developing partnerships with farmers.” Such partnerships were evident in the evening’s menu, which offered foods that local chefs prepared with ingredients from the market. Snacks included watermelon-tomato kebabs with grilled pork belly from Boka Restaurant Group, Chilam Balam’s squash-blossom quesadillas with jack cheese and spicy Heirloom tomato salsa, and pig cheeks with grilled peaches and pickled peppers from Sugar Toad. (“I feel my pork-to-blood ratio rising,” one guest commented.) In the cocktail tent, local mixologists also made use of market goods, whipping up drinks with ingredients that ranged from strawberryrhubarb syrup to sage leaves and local honey. Other changes included a V.I.P. area replete with Tablescapes lounge furniture, waiter service from Limelight Catering, and tasting stations from high-end establishments like Naha and the Four Seasons Hotel. “We really wanted to raise the V.I.P. component up a notch this year,” Allen said. “This is the first year we saw really significant sponsors sign Green City Market’s on, so we wanted to Chef’s BBQ create a very inviting experience for Catering, Event Management, Production, those guests.” BackStaffing Limelight ers included Wirtz DJ, Sound Fig Media Inc. Beverage Illinois, Furniture Rentals, Linens, the Chicago Park Rentals Tablescapes Party Rentals District, Organic ValInvitations, Signage Dot ley, Hinkley Springs, Press and Intelligentsia. PR Grapevine Public —Jenny Berg Relations
CHICAGO
PHOTOS: PAUL STRABBING
The event was held in Lincoln Park, the home of the Green City Market on summer Wednesdays and Saturdays.
Story Time
PHOTOS: AVIRAN LEVY FOR BIZBASH
Tabletops were covered with boldcolored linens and glasses, candlelit iron lanterns, and stacks of plates for shareable appetizers.
Mass Generalâ&#x20AC;&#x2122;s Storybook Ball returned with an Aladdin theme. The Park Plaza Castle went from raw space to magic-carpet ride on October 2, as Mass General Hospital for Children returned to the venue for its 11th annual Storybook Ball after a one-year hiatus. The event brought with it an over-the-top Aladdin theme. More than 450 guests entered the castle to an Arabian bazaarâ&#x20AC;&#x201D;designed by Rafanelli Events creative director Billy Eversâ&#x20AC;&#x201D;where attention to detail was apparent, from the bold-colored linens to servers wearing fezzes and carrying Middle EasternDancers themed hors dâ&#x20AC;&#x2122;oeuvres from performed Max Ultimate Food. in Aladdinâ&#x20AC;&#x153;For a space like this, inspired you have to go with scale for costumes. impact,â&#x20AC;? said Evers. â&#x20AC;&#x153;Little jewels on the table arenâ&#x20AC;&#x2122;t going to have the same impact as huge, real palm trees on the edge of the dance ďŹ&#x201A;oor. Rather than do ďŹ&#x201A;orals everywhere, we created effects with scaleâ&#x20AC;&#x201D;like huge palm trees.â&#x20AC;? Evers and his team
BOSTON
also created the illusion of a dropped ceiling by draping hot pink and orange fabric panels about 30 feet from the actual ceiling. To further solidify the spice-market vibe, rows of globe lights and ďŹ ve-foot iron lanterns ďŹ lled with candles accented the ceiling. The cocktail hour gave guests a chance to try specialty drinks with names like the Magic Lamp, Prince Ali, and Rosie Dream. Guests also Mass General got to play games Hospital for Childrenâ&#x20AC;&#x2122;s sponsored by Sports Storybook Ball Club/LA, Jonathan Audiovisual Production Adler, Barneys New AVFX Inc. York, Neiman Marcus, Catering Max Ultimate Food among others, who Design, Production also provided prizes. Rafanelli Events Following a threeDJ, Entertainment Klass Entertainment course dinner by Max Ultimate Food, guests Draping Rose Designs Entertainment Creative heard from a former Event Services MGH for Children Flowers Winston Flowers Lighting Port Lighting patient about the Sytems treatment that saved Photobooth Michael her life. Next up was Blanchard Photography Boston funnyman Rentals Be Our Guest Inc. Rentals, Security Peterson Lenny Clarke, who Party Center donned a gold turban Rentals Rentals Unlimited to play auctioneer. Signage Seaport Graphics Guests then took to Staging United Staging and Rigging the dance ďŹ&#x201A;oor for the remainder of the eve- Venue The Boston Park Plaza Hotel & Towers ning. â&#x20AC;&#x201D;Erin L. Souza
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Eight models participated in the fashion show.
At the center of the Parkway, a skirted platform held a gazebo area with hanging flowers and candles, ivy, copper pots, and a fountain.
producers called in the cheerleaders, break dancers, ballerinas, and—oh, yes—human pinwheels and butterflies on roller blades. Throughout the evening, activities and entertainment took place in all three pavilions. In the The sandwich company’s postClubway, fake paparazzi snapped photos of guests conference gala featured models, break and the ballerina and the break dancer went dancers, and rollerskating butterflies. head-to-head in a staged dance-off. Runway fashion shows, called “Project “Eat Fresh” is Subway’s well-known Subway,” showcased models in garb made out CHICAGO tagline. So when the sandwich com- of the company’s packaging materials. An M.C. pany hosted a gala on the last night of its annual provided tongue-in-cheek commentary. “This next convention in July, planners went for creation,” he said, “uses all recycled Subway’s “Celebrate a “fresh buzz” vibe. Joel Whitten, the material and is inspired by the Subway” Convention Connecticut-based meetings and foot-long chicken breast sandwich, Audiovisual Production, event manager at Subway Franon wheat, with extra Southwest Lighting, Sound InVNT chise World Headquarters, tapped sauce. Very spicy.” Catering Chicago destination management company In the Parkway, mimes, jugRestaurant Partners In the Loop-Chicago to produce the glers, and a rollerskating butterfly Decor Ivan Carlson & Associates happening, which drew some 3,500 circulated while a cellist played DJ DJ Dave Alvarez guests to the Skyline Ballroom at classical music and three chalk Entertainment Chicago McCormick Place. artists drew colorful patterns on a Boyz Acrobatic Team, How does one bring a fresh, fake sidewalk. Meanwhile, outside Collaboraction, Custom Comedy Capers, Right On energizing atmosphere to a conventhe Subway Stadium, cheerleaders Band tion center ballroom? In the Loop chanted “Go subs, go.” Inside the Event Management In the built three thematic pavilions—the sporty space, which was stocked Loop-Chicago Clubway, the Parkway, and Subway with foosball tables and arcade Game Rentals Amusement Masters Stadium—to evoke, respectively, an games, acrobats and double-dutch Photography Kardas energetic dance party, a whimsical jump ropers performed. Photography park, and a sports stadium. Then, —Jenny Berg
PHOTOS: KARDAS PHOTOGRAPHY
Subway Series
Ten-foot-tall glowing pillars surrounded the area known as the “Clubway.”
Decor in the Clubway included yellow, green, and orange glow spheres atop fabricskirted platforms. The color scheme nodded to the hues of the Subway logo.
Right On Band performed ’70s hits in the Clubway.
bizbash.com july/august 2010 45
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PHOTOS: COURTESY OF WASHINGTON TALENT, PHOTO AND VIDEO
Patriot Act
With temperatures reaching into the 90s and a tense political Glenn Beck’s Restoring Honor Rally atmosphere due to drew more than 300,000 to the Beck’s and guest speaker Sarah PaLincoln Memorial. lin’s political views, health and security Glenn Beck may wear his WASHINGTON politics on his sleeve during his were the biggest primetime talk show and his many other appear- concerns for planners. Although ances, but on August 28 he put politics aside for his Restoring Honor rally at the Lincoln Memorial. security concerns never became a Purportedly designed to honor our armed forces factor and the and celebrate American values, the event drew The stage was set at the base of the Lincoln Memorial, which provided more than 300,000 people from across the coun- speakers stayed a picturesque background for the more than 300,000 attendees. try. During its peak, the crowd stretched from the true to their nosteps of the Lincoln Memorial to the Washington politics mandate, the nine medical stations saw Monument, filling the area around the Reflecting plenty of action from heat-related issues. In an attempt to control any widespread heat issues, the Pool as well as adjacent fields. producers handed out more than 75,000 bottles To help oversee and plan the rally, Beck and his team tapped CSI—Capitol Services’ senior op- of water and set up nine cooling stations to keep erations manager Kelley Gillespie. A veteran plan- the crowd cool and hydrated. Another challenge was finding ner with several large-scale events on a way to keep the massive crowd the Mall under her belt, the Restoring Restoring Honor Rally organized. Working with the NaHonor rally marked the largest event Catering Design Cuisine Caterers tional Park Service and Park Police, she has produced. Gillespie and her Event Management organizers divided the area into team of 30 planners worked for nearCSI—Capitol Services Inc. eight safety zones. The space in ly a year to plan the four-hour rally, Production National Events between the zones allowed for limL.L.C. which required more than 40 pages Rentals DC Rental ited mobility and secured space for of permits, a production crew of 150, Tenting Capital Party Glenn Beck offered the each of the nine LED walls provided a six-day setup, and the assistance of Rentals opening and closing remarks. by Video Walltronics. —T.J. Walter 11 police and government agencies.
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The High Life Straddling the High Line, AndrĂŠ Balazsâ&#x20AC;&#x2122;s Standard New York drew attention before complete. Designed by Polshek it was even Partnership, this 337-room property ofďŹ cially opened in September. thereâ&#x20AC;&#x2122;s the High Line Room and For events, Terrace on the third ďŹ&#x201A;oor, which has views of the Hudson River for receptions. The hotel also and holds 250 offers the 285-seat Standard Grill with an adjacent garden well as the 18th-ďŹ&#x201A;oor bar dubbed room for events, as Bon Bon. (848 Washington St., 212.645.4646, standardhotels .com)
Although economic turbulence has tempered the intended ďŹ&#x201A;urry of venue openings and renovations in New York this year, it didnâ&#x20AC;&#x2122;t bring the city to a halt. In fact, some of the bigger projectsâ&#x20AC;&#x201D;two new baseball stadiums, the park on the High Line, and Lincoln Centerâ&#x20AC;&#x2122;s massive overhaulâ&#x20AC;&#x201D;debuted in 2009, while chefs spawned more casual eateries to match the change in diner preferences . However, the biggest change will come in 2010, when the cityâ&#x20AC;&#x2122;s only convention center unveils an expansion and renovates its existing space. By ANNA SEKULA
ON BIZBASH.COM/NEWYORK The latest venue news, reports from recent events, and a comprehensive directory of local suppliers and venues
2010 bizbash national venue
guide 151
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Target staged a fashion and light show on the facade of the Standard hotel in New York as part of its roster of dramatic event initiatives. More on the retailer’s strategy is on page 58.
PHOTOS: THEO WARGO/WIREIMAGE
F O T S BE
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0 1 0 2 ON BIZBASH.COM
More photos and details from the events featured here, plus 10 local highlights from nine markets
bizbash.com winter 2010–11 51
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Toronto’s Best PR Boutique hosted a media preview event in a 4,500-square-foot suite inside a private home in August.
House Parties
In August, Toronto’s Bridle Bash Foundation held its annual fund-raiser in the backyard of a residential home, drawing 1,500 guests.
Whether to add a sense of comfort or exclusivity, private residences were a popular venue choice.
THE STAR CHEF FACTOR As the ranks of food celebrities continued to grow, they headlined tasting events, crowded attendee lists on press releases, and gave their names to menus— whether or not they actually prepared any food. In March, World Festival—a fundraiser benefiting chef Art Smith’s Chicago-based Common Threads charity—offered tasting stations from 70 chefs, including Rick Bayless and television personality Nigella Lawson.
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The South Beach Wine & Food Festival had a long roster of chef appearances and demos this winter—including one by Michael Symon in one of KitchenAid’s two tents at the Grand Tasting Village.
Following a Katy Perry concert, chef Mario Batali did a cooking demo in Times Square at the June launch of the 2011 Volkswagen Jetta.
FAVORITE TREND OF 2010: “The use of dining options other than a 72-inch round and banquet chairs. We’ve seen people use a captain’s table, create booth seating with sofas and ottomans, and opt for a square or trianglar table. Many are using club chairs for table ends and linenless options.” Lindsay Cosimi, account executive, Room Service Furniture & Rentals, Orlando
PHOTOS: BIZBASH (BRIDLE BASH, PR BOUTIQUE), GUSTAVO CAMPOS (NEW BALANCE), A. PARDON (PRIVATE RESIDENCE), EDDIE QUINTOS FOR BIZBASH (WORLD FESTIVAL), REDEYE PRODUCTIONS (WINE & FOOD FESTIVAL), JOHNNY NUNEZ/VOLKSWAGON (MARIO BATALI), COURTESY OF LINDSAY COSIMI
In April, New Balance held a media launch for its toning sneaker line in a five-story mansion in New York.
Private Residence, a new event space in Miami, is the former home of its owner, local entrepreneur Debbie Ohanian, and has been redesigned to accommodate private parties.
THE YEAR OF THE IPAD PHOTOS: RED EYE PRODUCTIONS (LEXUS), SARA JAYE WEISS (HEINEKEN), PHILLIP ANGERT (AOL), ZENDOUGH.COM BY TRANSUNION, COURTESY OF TILLAMOOK, COURTESY OF NBC UNIVERSAL, SCOTT NAVA CARASCO PHOTOGRAPHY (COVERT AFFAIRS)
Apple’s latest gadget was put to good use at events. On Heineken’s nationwide Inspire Tour this summer, Relevent Group brought in computer stations, where brand ambassadors with iPads invited attendees to share what inspired them. The messages were then posted to screens. At AOL’s partner summit in New York in April, staffers used iPads to check in attendees. In August, Lexus unveiled its new hybrid vehicle in Toronto with an event produced by AMCI and Attention Span. Custom iPad applications gave guests details about the car and let them map out a downtown route.
Lexus created a 9- by 9-foot video wall of iPads and iTouch screens to present interactive information about its new hybrid vehicle for its Dark Side of Green Tour, held across the U.S. this summer.
Steal These Ideas
Guerrilla Marketing In January, consumer reporting agency TransUnion staged largescale public yoga classes in New York and Chicago.
Cheddar cheese maker Tillamook converted a VW vehicle into the Tillamook Loaf Love bus, which handed out samples throughout the western United States this spring. To tout the show Covert Affairs in July, USA Network dispatched 40 models masquerading as the show’s lead character, C.I.A. agent Annie Walker. The troop paraded past high-traffic public areas to silently spread the message.
For the 2010 Upfronts in New York in May, NBC promoted its slogan “More Colorful” with a group of brightly hued cabs that drove around Midtown before stopping in front of the Hilton for the network’s presentation.
bizbash.com winter 2010–11 53
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In New York, the Andaz 5th Avenue offers a meeting and event space with an open, communal kitchen as the central gathering point.
Chicago’s Room 1520 opened in May with two commercial-style kitchens, a fieldstone fireplace, and a lounge with plush seating.
Venues Get Cooking New event spaces added kitchens to showcase food prep and facilitate group cooking activities.
FIRST TIME’S A CHARM Launching new events in an uncertain economy can be risky. These gambles paid off. Manhattan Cocktail Classic For the first local festival exclusively dedicated to libations and the people who make them, Manhattan Cocktail Classic founder Lesley Townsend avoided juggling too much and limited her overhead by allowing the in-house marketing and event departments of large spirits companies to take creative control of their setups at various events. Townsend took a crowdsourcing approach, which gave independent producers and companies the license to conceive events and pitch the ideas to brands. The Cocktail Classic saw more than 4,000 attendees at 70-plus events over a four-day run. Amfar’s Inspiration Gala Series As a way to extend its footprint around the globe and boost its fund-raising efforts, the HIV and AIDS nonprofit launched a new event series in 2010, a concept dubbed the Inspiration Gala that traveled to New York, Paris, and Los Angeles in its inaugural year. With men’s style as the inspirational focus, each city’s event was hosted
by Kylie Minogue, held at iconic locations, and tweaked to the local audience. New York’s 400-person gala at the New York Public Library on June 3 included a 52-model runway show and raised more than $400,000, while the more intimate 150-guest dinner at Maxim’s de Paris in Paris on June 25 involved a performance by famed chanteuse Arielle Dombasle and brought in $175,000. Pepsi’s Idea Seminar Tour and Refresh Project Marketing Initiative In February, Pepsi unexpectedly opted to forgo a Super Bowl commercial, choosing to allocate funds to the Refresh Project, a marketing platform to boost its commitment to sustainable growth. This experimental consumer program awards more than $20 million in grants to consumers with ideas about how to improve their communities and the world. To generate awareness of the online program, Pepsi hosted a six-city seminar tour for students between February and April. Pepsi succeeded in mobilizing thousands of customers through
54 bizbash.com winter 2010–11
social media and the offline gatherings: As of September 1, 42 million votes had been cast online for more than 7,500 ideas, and the 256 ideas that received the grant are estimated to have influenced more than 200,000 people across the U.S. Life Is Good Festival Boston-based apparel company Life Is Good joined forces with Superfly Presents, the minds behind the Bonnaroo and Outside Lands, to introduce a new family-focused music festival in September. The two-day event brought 30,000 people—including 5,000 kids—to Canton’s Prowse Farm and raised $600,000 for the Life Is Good Kids Foundation. The roster of performers Bert Jacobs included kidcentric artists such as Dan Zanes & Friends, as well as headliners Ben Harper, Guster, Corinne Bailey Ray, and Jason Mraz. “In the past we always tailored our [smaller] festi-
vals to be family-friendly, and this year was no different, but we also targeted young, single music fans,” said Bert Jacobs, Life Is Good’s chief executive optimist. “Many people in the music industry told us we wouldn’t be able to mix tattoos with toddlers. But we did just that, and there were no problems.” Taste of Beverly Hills The date on September 2 of this year matched Beverly Hills’ famous ZIP code—as in 9-02-10—and this inaugural epicurean festival capitalized on the extra attention, as well as the long Labor Day weekend. The Taste of Beverly Hills offered samples from a broad array of the region’s top restaurants, cooking demonstrations from local and widely known chefs, wine tastings from more than 80 California vintners, and live music. The event took place on a three-plus-acre site with two 100- by 140-foot tasting pavilions. A 60- by 80-foot cooking demo tent had fully functional LG appliances. Best Events produced the programming, which drew an estimated 10,000 visitors, who scooped up an estimated 500,000 tastes. In a far-reaching marketing approach, organizers implemented a multimedia campaign that strategically aligned traditional media with targeted online partners and social media outlets, and worked with participating restaurants to develop
PHOTOS: BIZBASH (ANDAZ), INGRID BONNE/BEST FRIEND PHOTOGRAPHY (LOGAN SQUARE KITCHEN), COURTESY OF ROOM 1520, COURTESY OF BERT JACOBS
Also in Chicago, kitchen-equipped Logan Square Kitchen opened in September 2009.
Lexus’s booth at the New York International Auto Show in April was made of recycled and repurposed materials.
Held in Chicago in May, the Butterfly Ball had centerpieces of lilac trees and flowers from local nurseries, which were replanted after the event.
PHOTOS: EDDIE QUINONES FOR BIZBASH (BUTTERFLY BALL, COMIC AND ENTERTAINMENT EXPO), BIZBASH (NEW YORK AUTO SHOW), COURTESY OF NOKIA (PASSOS), CURT LITTLECOT (BANDWAGON ROADSHOW)
custom incentive programs each could use to promote the festival. Hispanic Leadership Summit The Southern California-based Center for Hispanic Leadership hosted its inaugural summit in September in the Junior Achievement Finance Park Mike Curb Center for Free Enterprise. More than 200 corporate leaders and brands participated—beating organizers’ goal of 120. With bigname sponsors such as IBM, Xerox, Toyota, State Farm, and AOL on board, the summit doubled its sponsorship goal. Attendees came from organizations like Pepsi, American Express, Coke, Aetna, Jet Propulsion Laboratory, and Ernest & Young, with more than 20 corporations each sending more than five representatives from all over the country. A social media campaign was a driving force behind the turnout. NokiaTalk Taking note of research that says more than half of Facebook activity is conducted via mobile phones, Nokia hosted its first social media conference May 24 to 26 in Miami’s design district. The company brought 100 bloggers, Web developers, and industry specialists from 12 countries in Latin America to the city for interactive speaker panels and collaborative sessions, which had attendees working together to create new industry standards and
Sneaky Eco Green decor that doesn’t look like it was a rising trend.
documents such as “The 10 Rules of Social Media.” “We didn’t want it to just be oneway communication, so we Saulo Passos made it interactive by inviting a lot of the bloggers to be speakers as well,” said Nokia social media communications manager Saulo Passos, who organized the event along with local event planning firm Siinc Agency. “It’s not just us telling them what to do; we are really engaging with them to tell us what to do.”
Bandwagon Roadshow
Bandwagon Roadshow After nearly 18 months of planning, this combined live music festival and car show debuted September 4 at Festival Field at the Orlando Citrus Bowl. Created by Jimi Beach, executive producer at entertainment company Top Speed Adventures and a former producer on the Vans
Warped Tour, the event attracted an audience of 5,500 to its launch before being fine-tuned and starting an eight-city cross-country tour in April. “Some of the largest singleday events in the world are classiccar gatherings, but they don’t have much entertainment, so we decided to create a new touring property that brings out top headliners with top cars,” Beach said. Snoop Dogg headlined the kickoff. Chicago Comic and Entertainment Expo The Reed Exhibitions Pop Culture Group launched the Chicago Comic and Entertainment Expo in April. Held at McCormick Place, the three-day affair boasted 200 exhibitors, 175 panels and screenings, and appearances from industry heavyweights such as Neil Gaiman. Producer Lance Fensterman said that although Chicago has a strong community of comic-book enthusiasts, it was challenging to build market awareness for the unprecedented event. Reed’s strategy, he said, was to begin promotional efforts two years in advance in order to “motivate the hard-core fans to come interact with us,” by advertising the event “through the channels where the fans live and breathe,” including blogs, podcasts, comic books, and movie theaters. The event ultimately drew 27,500 attendees, which Fensterman said was about
Chicago Comic and Entertainment Expo “5 percent short of a very aggressive goal. This is the second-best performing launch we’ve ever had.” Patrón Tequila Epicurean Express After sending all of its executives to New Orleans to volunteer with the St. Bernard Project, a nonprofit organization dedicated to rebuilding homes and providing mental health support for people affected by Hurricane Katrina and the recent oil spill, Patrón teamed up with the project for a five-city, cocktail- and food-focused fund-raising tour. With Patrón’s 1927 antique railcar serving as the backdrop, each of the twonight stops was held on the tracks and featured New Orleans-based chefs serving hors d’oeuvres paired with Patrón cocktails. The tour attracted more than 700 people in Chicago, Philadelphia, Washington, Los Angeles, and New Orleans, and raised $125,000 for the project.
bizbash.com winter 2010–11 55
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Sundance’s Tweethouse
Social Lives Social media gave marketers new ways to woo attendees, get feedback, and extend the impact of events long after they ended.
Armani Exchange’s truck
BEFORE THE EVENT To promote a July catalog preview in New York, Ikea reached out to fans through Facebook, the Brooklyn store’s Twitter page, and IkeaFans. com, an independently run Web site with an audience of more than 150,000. After deciding to relocate the Vans Warped Tour 10 days before the event, organizers used social media to spread the word to attendees, resulting in the same attendance as last year.
Marc Ecko’s campaign launch
In July, Armani Exchange promoted its new fall line from a retro ice cream truck that made stops throughout Los Angeles. The store’s Twitter page alerted followers to the truck’s location and giveaways. DURING THE EVENT The 2010 Sundance Film Festival had
its own Tweethouse, which hosted panel discussions about social media’s role in the film industry during the day and parties in the evening, including a celebrity “tweet-up” to raise money for Haitian relief. AFTER THE EVENT In June, Yves Saint Laurent Beauté held a party in New York for its Belle d’Opium fragrance. The brand created a dedicated Web site to publicly document everything, from the onsite build-out to the Twitter posts from the night of the event. Marc Ecko Cut & Sew’s fall/winter 2010 campaign featured multimedia ads starring Lindsay Lohan that combined augmented reality and photography. At the August launch party in New York, attendees played with the technology on computers and then uploaded videos to social media sites.
NOT SO INDIE ANYMORE As marketers look for new places to engage their target audiences, some events that started scruffy are incorporating slicker, businessminded elements.
At the Coachella Valley Music and Arts Festival, grown-up brands such as American Express and Microsoft sponsored tents with air-conditioning, charging stations, and plenty of product placement.
56 bizbash.com winter 2010–11
Held in Los Angeles in March, the Independent Spirit Awards moved from an intimate beachside tent to a larger downtown venue with six sponsor tents, including an Elle magazine greenroom.
PHOTOS: ASHLEY TURNER PHOTOGRAPHY (VANS WARPED TOUR), ALBERT MICHAEL/STARTRACKSPHOTO.COM (LOPEZ), BRYAN BEDDER/WIREIMAGE (MARC ECKO), BIZBASH (COACHELLA), LINE 8 PHOTOGRAPHY (ELLE GREENROOM)
The Vans Warped Tour
PHOTOS: COURTESY OF POV, MATT BALDELLI PHOTOGRAPHY (SPLASH), GEORGE PIMENTEL (THOMPSON TORONTO), WIREIMAGE (LADY GAGA), EMILY GILBERT FOR BIZBASH (AMFAR TABLES, ORCHID DINNER), BARRY BRECHEISEN FOR BIZBASH (DINING BY DESIGN), COURTESY OF JANET ABBAZIA
One of last year’s major new hotels in Washington, the W Washington D.C. has an 11th-floor rooftop bar overlooking the White House called the POV Roof Terrace.
Boston’s Splash Ultra Lounge, which opened in late 2009, has a roof deck with private cabanas, a decorative fountain, a DJ area, and a full bar.
The Thompson Toronto, which opened in June, has an infinity pool on the 16th floor.
Up on the Roof Hotel rooftops—home to pools, bars, and city views—are popping up in cities beyond New York and Las Vegas.
Going Gaga In February, Todd Event Design Creative Services gave Amfar’s New York gala a clean, modern look that matched Gaga’s all-white outfit.
Lady Gaga delivered her always surprising performances at many events, while also serving as a muse for designers.
Designer Michael McKinnon created a Gaga-inspired table, including napkins topped with sunglasses, for the New York Botanical Garden’s Orchid Dinner in February.
For the New York Dining by Design gala in March, Tug Studio’s “Call to Action” table recalled the singer’s “Telephone” music video.
WORST TREND OF 2010: “One ingredient too many—I’m getting sick of caterers feeling they need to show off and throwing every ingredient under the sun into each dish. Simpler fare done to perfection is the way to go.” Janet Abbazia, vice president of event marketing, Turner Broadcasting, New York
57
Audi’s pavilion during Art Basel Miami Beach
AMBITIOUS UNDERTAKINGS Go big or go home? These brands staged large events as integral parts of their 2010 marketing plans. Target’s Multifaceted Marketing Platforms Target is known for overthe-top spectacles, and 2010 saw the retailer pull off a massive publicity stunt in New York to showcase fall fashions: Dubbed the “Kaleidoscopic Fashion Spectacular,” the production used the entire southern facade of the Standard hotel as an illuminated billboard. Producer Mother New York placed 66 dancers, 156 LED lights, and a warehouse’s worth of fiberoptic cable in the windows of 155 rooms to create patterns including a bull’s-eye and a 14-story dancing man. The brand also staged a block party in Harlem for the opening of its first Manhattan store, created a 4,000-person volunteer drive-cumparty during the National Conference on Volunteering and Service, and hosted more than 2,000 guests at a welcome concert and reception to kick off the National Urban League’s conference in Washington. Red Bull’s Sports Competitions This year Red Bull solidified its place as the host and sponsor of extreme and unusual sports events by bringing a leg of its international flying competition to New York’s congested and politically sensitive air space. Staged over the Hudson between Manhattan, Jersey City, and Ellis Island, the Air Race World Championship took more than three years to organize and involved permission from 16 government agen-
cies. In 2010, the beverage brand also moved its Manny Mania AM series skateboarding contest from Miami to Orlando and returned its Flugtag air show to the U.S. after a one-year hiatus. Red Bull is also a big player in music, sponsoring bashes at festivals like South by Southwest and hosting its own contests and tours, including a DJ competition and an MC battle.
Red Bull’s air race over the Hudson River Amway China Incentives A fivegala series for Amway China spanned the month of June, with a total budget of $80 million. The programming consisted of five events for five different waves of Chinese sales reps who visited Southern California as part of an incentive. Each group experienced the same program of activities and gala evening. Roughly 13,000 attendees participated, with 1,800 to 3,000 at each gala, all held at the Anaheim Convention Center and produced by EventWorks. The
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programming included novelty acts like human fountains, walking buffets, and stiltwalkers, plus musicians, with 50 live performers in all. Sprint’s Las Vegas Launches Sprint took to Las Vegas with splashy, tech-heavy events that drew crowds and buzz. At the Consumer Electronics Show in January, Sprint announced its exclusive deal with Overdrive 3G/4G Mobile Hotspot by Sierra Wireless at an event where attendees visited demo stations set up as individual vignettes—like a park with trees and concession stands and a dorm room with bunk beds and a cafeteria. And at the International C.T.I.A. Wireless show in March, the brand launched the first 4G phone with a Kabuki drop curtain that disappeared to reveal the party space and a hologram of the new phone to 300 guests. Fresh Wata produced both events. Audi’s Art of Progress Pavilion Though it took place in 2009, too late for last year’s wrap-up, it’s still impressive: Audi created a 45,000-square-foot temporary structure to celebrate its 100th anniversary and to launch its newest A8 model during Art Basel Miami Beach, from December 3 to 6. On the Anja Kaehny beach just north
of the Eden Roc Renaissance Miami Beach, the Art of Progress pavilion took structure design company EventStar six weeks to erect and consisted of an arena where the car was displayed, an art exhibition space, and an outdoor lounge that remained open to the public throughout the festival. “We looked at different buildings in Miami, but there were none that suited our needs,” said Anja Kaehny, manager of lifestyle communications and social responsibility for Audi. “So the idea of doing it near the Eden Roc was to create a temporary museum that would have a balcony opening onto the ocean.” The Wizarding World of Harry Potter Grand Opening After more than two years of construction, the Wizarding World of Harry Potter officially opened on June 18 at Universal Orlando’s Islands of Adventure theme park. The park hosted an invite-only party on June 16 with Daniel Radcliffe, Rupert Grint, and several supporting cast members. The event spotlighted the park’s replicas of signature venues from the books and movies, like Ollivander’s Wand Shop and Zonko’s Joke Shop. Universal also employed entertainment elements from the stories, including the arrival of the Knight Bus and a performance by the Frog Choir in Hogsmeade Village. Late in the evening, Radcliffe led guests in saying “Lumos!” to illuminate the Hogwarts Castle replica, upon which Universal projected images from the movies as a fireworks display took place overhead, choreographed to music from the films. Hermès New York and Chicago Store Openings For Hermès’s stateside events in 2010—which included the opening of a New York men’s store in February and a Chicago flagship in June—no detail went overlooked. For the men’s store, the French fashion house transformed 20,000 square feet of raw space in the Park Avenue Armory into a leisure spot with four vignettes: a travel room, a library, a game room, and a jazz club. Around 25 percent of the event’s furnishings were custom made. Chicago’s store opening lured 700 guests and included stiltwalkers wearing horse heads and custom Hermès suits. A team of 14 assistants tied branded ribbons onto hay bales, which were imported from a local farm that morning.
PHOTOS: ELIZABETH RENFROW FOR BIZBASH (AUDI), COURTESY OF RED BULL, PHOTO SEXAUER (KAEHNY)
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PHOTOS: GARY BEECHY FOR BIZBASH (BUY DESIGN BENEFIT), PATRICK MCMULLEN (HERMES), ERIC CRAIG FOR BIZBASH (ARTEDGE), SARA JAYE WEISS (HEINEKEN), COURTESY OF JEFFREY FOSTER
Lexus Live For the world debut of the new luxury hybrid vehicle, the Lexus CT 200h, Lexus Canada showcased two early prototypes of the car—and staged a concert series with performances by four Canadian acts—at a three-day event dubbed Lexus Live in Toronto’s Distillery District. Lexus called on Los Angeles-based firm AMCI to design and produce the event, which centered on the use of interactive iPad stations that enabled attendees to provide feedback. To attract the right audience, Attention Span planned a concert series throughout the weekend, drawing more than 7,000 people. Chad Yee, marketing manager for Lexus Canada, reported that 81 percent of attendees said the hybrid changed their perspective on the brand. Washington National Opera Ball The Opera Ball is consistently ranked among the most high-profile events on the Washington social calendar, and the 2010 iteration—which raised $1.5 million—is still being talked about. For the 650 invited guests, the evening began at one of 22 embassies for dinner. They spent the rest of the evening at the Embassy of the Russian Federation, experiencing five themed rooms created by Sandi Hoffman Special Events that celebrated Russia’s rich history and bright future. An ice room held seven nine-foot ice sculptures that depicted great figures from Russian history, and a re-creation of St. Petersburg’s Winter Palace had a winter-themed courtyard, complete with falling snow and dancing ballerinas to celebrate the upcoming 2014 Sochi Winter Olympics. Institute of Contemporary Art Gala Boston’s ICA revamped its annual spring fund-raiser by adding an afterparty—one of the hardest tickets to land this spring. The May evening kicked off with a cocktail party and dinner in the new One Marina Park building in Fan Pier, adjacent to the institute. Afterward, the 430 guests were guided by large arrows, made from white fluorescent lights, across the boardwalk to the museum to join 300 additional attendees at the after-party. “It was a nice way to let people come and not invest in a major ticket price,” said Susie Allen, the museum’s director of special events. The evening raised $800,000 for the museum, up from just over $500,000 in 2009.
In April, Windfall Clothing Service’s annual Buy Design benefit had a 1930s theme, with badminton and croquet, a bake sale, and a carnival-style balloon game that guests played for prizes.
Child’s Play Lighthearted games and activities kept guests happy and entertained. Guests blew bubbles, played hopscotch, doodled on chalkboards, and hung out on an indoor swing set at Chicago’s artEdge benefit in May.
In February, Hermès celebrated its first dedicated men’s store in New York with vintage pinball machines, billiards, and table tennis.
On the New York stop of Heineken’s Inspire Tour this summer, partygoers played table tennis, among other games.
FAVORITE TREND OF 2010: “Advanced contemporary color combinations. As clients become savvy about color through advertising and merchandising, I find them more willing to explore new combinations, like ochre and steel gray or nude and black.” Jeffrey Foster, director of sales, Event Creative, Chicago
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Popcorn company C. Cretors celebrated its 125th anniversary in Chicago in May with a gala that included jugglers. The Recording Academy’s Grammy Awards after-party in L.A. was a dark, mysterious take on the circus.
For its annual Best of Washington party in July, Washingtonian magazine hosted a “gourmet circus” with tented food stations, games, and a sword swallower.
Circus, Circus
In April, Boston’s Room to Dream Foundation held its Carnival of Dreams, complete with jugglers on unicycles, games, three bars, and food from more than a dozen area chefs.
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COOL CATERING TRAYS At the Institute of Contemporary Art’s May gala in Boston, servers passed hors d’oeuvres on trays with mini screens that displayed work from the museum’s teen programs.
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At the Ontario Science Centre’s Harry Potter-themed Innovator’s Ball in Toronto in May, ouija boards doubled as serving trays.
In June, CTV’s party for the MuchMusic Video Awards in Toronto had colorful decorative tubes throughout the party space—even on catering trays.
WORST TREND OF 2010: “Trying too hard to sell a ‘green’ event. I’ve seen so much effort—and emails and paperwork—spent to make an event ‘look green.’ Compare the imprint of those resources to the imprint of the original concept. Sometimes thinking efficiently can make the planning more green than the event.” Richard Summers, creative director, the Launch Group, Orlando
PHOTOS: PHOTOGRAPHY BY TAY KAUNE (JUGGLER), TONY BROWN/IMIJINATION PHOTOGRAPHY FOR BIZBASH (WASHINGTONIAN), LINE 8 PHOTOGRAPHY (GRAMMYS), AVIRAN LEVY FOR BIZBASH (ROOM TO DREAM, ICA GALA), COURTESY OF GOURMET CUISINE (INNOVATOR’S BALL), BIZBASH (CTV), COURTESY OF RICHARD SUMMERS
Many producers looked to the big top for inspiration.
PHOTOS: BIZBASH (FEVERISH ICE CREAM), KATE LORD (NBC LOCAL), COURTESY OF LENNY TALARICO, RYAN SJOSTROM (ECOLAB), TONY BROWN/IMIJINATION PHOTOGRAPHY FOR BIZBASH (SUPER BOWL PARTIES)
TRUCKS, NO STOP Made popular in New York and Los Angeles, mobile restaurants are serving casual and upscale cuisine at events.
To promote its new New York Web site, NBC Local Integrated Media recruited four big-name chefs— including Daniel Boulud—to serve free meals from food trucks in February.
At a June fund-raiser for Miami Gardens mayor and Congressional candidate Shirley Gibson, Feverish Ice Cream served Mexican chocolate-chip popsicles and mango paletas from the back of its truck.
FAVORITE TREND OF 2010: “Sustainable corporate gifts. Dual-purpose items with meaning: jump drives, recyclable event/grocery bags, eco-friendly personal items.” Lenny Talarico, director of events, MGM Resorts Events, Las Vegas
At Maxim’s Super Bowl party in Miami in February, sponsor Samsung created a chandelier of flat-screen TVs, all showing images of real chandeliers.
At Ecolab’s client appreciation party at the National Restaurant Association Show in Chicago this summer, the registration desk was made out of the company’s soap dispensers and glass racks from restaurant dishwashers. During the Super Bowl, Bridgestone stacked its tires to create highboys at the ESPN the Magazine Next Big Weekend party.
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Products as Decor bizbash.com winter 2010–11 61
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IDS 10
SUCCESSFUL MAKEOVERS Tricky times call for rethinking existing formats. These reimagined events boosted results by trying new marketing plans, locations, and formulas. IDS 10 The Interior Design Show, presented by Merchandise Mart Properties Inc., returned to its original home at the Metro Toronto Convention Centre after several years at the Direct Energy Centre. “It allows us to be part of the city again,” said show creator Shauna Levy, who credits the move with attracting greater numbers (attendance increased from 45,000 to 48,000) and a more astute audience. “We seemed to attract a more sophisticated, urban, design-savvy
visitor; media coverage was up; and our exhibitor re-sign rate was higher that it’s been for many years,” said Levy, who leveraged the show to launch the inaugural Toronto International Design Festival. Presented by Swiss watchmaker Rado and Audi, the citywide festival ran for four days, with 20 events taking place in venues like the Royal Ontario Museum and the Design Exchange. The Clios After Richard Beckman’s
new company, E5 Media, took ownership of the Clio Awards from the Nielsen Company, the former president of Condé Nast Media Group and executive producer of Fashion Rocks brought the advertising industry event back to New York and revamped the 51-year-old ceremony and conference. Consolidated into a two-day convention with two 75-minute award presentations, the 2010 Clio Awards saw a 50 percent increase in attendance, attracted big-name speakers—including
Los Angeles Marathon After a move from its traditional timing in March to May in 2009, the marathon reversed course to March 21. A new route, dubbed “Stadium to Sea,” was intended to show off the best of the city’s features—to locals as well as participants from around the world—on a sightseeing tour from Dodger Stadium through downtown, Hollywood, West Hollywood, and Beverly Hills and on to the Veterans Administration grounds and the finish line in Santa Monica. The marathon drew a capacity crowd of 25,000 registrants—the first time in the race’s 25-year history that it sold out and a 45 percent increase over 2009. Magic Twice a year, fashion industry players descend on Las Vegas for Advanstar’s Magic Marketplace family of shows. For the February 2010 run, the program launched dual campuses at the Las Vegas and the Mandalay Bay convention centers. Organizers billed it as the most significant format change in the show’s 77-year history, meant to add 50 percent more space and a more efficient organization for attendees and exhibitors. A new layout merchandised exhibitors into three distinct neighborhoods for easy
In the Spirit With serious bartenders focusing on mixology at cocktail bars across the country, classic cordials and signature drinks are as popular as ever.
In August, Hendrick’s Gin sponsored a bartender croquet tournament at Chicago’s Soldier Field, where guests sipped cocktails and flowery gin punch from teacups and hollowed-out cucumbers.
During the Fox Upfront in New York in May, bartenders served the “So Magical,” a mixture of rum, lime juice, and muddled mint poured over sour-apple cotton candy.
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During Super Bowl XLIV in Miami, Patrón Spirits Company set up a “muddle bar” at a GQ pool party, where bartenders taught guests how to make Patrón mojitos.
PHOTOS: GARY BEECHEY FOR BIZBASH (IDS), BEN GONZALES (HENDRICK’S), ANDRE MEIR (FOX UPFRONT), BIZBASH (PATRON)
Grammy-winning singer Pharrell Williams and Penny Baldwin, Yahoo’s senior vice president of integrated marketing and brand management—and built its profile in the media.
PHOTOS: KELSEY EDWARDS (MASON), COURTESY OF FASHION GPS, COURTESY OF GERRY GINSBERG, TONY BROWN/IMIJINATION PHOTOGRAPHY (MOYER FOUNDATION), JESSICA TOROSSIAN FOR BIZBASH (FRAGRANCE, TARGET), COURTESY OF JASON WANDERER
navigation. The Trend Concourse by Fashion Snoops debuted in the Central Hall, with high-fashion mannequins, flat-screens, and runway footage. Magic also launched a new footwear show, FN Platform, with more than 500 brands over 60,000 square feet. Feedback from attendees and exhibitors was positive, and nonstop shuttle service between venues allowed for a smooth flow. Torchmark Corporation’s Combined Incentive and Award Trip This Fortune 500 company invited employees from four of its five insurance companies for an incentive trip to the Fontainebleau from July 7 to 10. Unlike last year’s incentive cruise, on which each company held separate award ceremonies, this time around Torchmark assistant vice president Donita Jacobs paired the companies into two groups to recognize the top producers and managers. “Torchmark is trying to bring all the companies under our umbrella together, so we thought having them exposed to one another would help in the process,” said Jacobs, who coordinated the four-day trip. Blooming Designs and Events designed the Rat Packthemed events, which used the same ballroom decor for ceremonies on consecutive nights. Orlando Shakespeare Theater Opening Gala Sometimes a simple twist can make a big difference. The Orlando Shakespeare Theater gained nearly 40 percent more
revenue—netting more than $110,000—from its 10th season opening gala on September 12 by selling more tickets and expanding its auction. The theater company held its fund-raiser on a Sunday instead of Saturday, which helped boost attendance to 315 guests, 20 percent more than in 2009. “We took a gamble that Sunday would be better because it didn’t compete with other nonprofit and sports events in Central Florida,” said Melissa Mason, the theater’s director of marketing. The day change also prompted organizers to hold the event earlier; it ran from 5 to 8 p.m., instead of from 6 to 10 p.m., as in years past. Melissa Mason
Black Creativity Gala In January, the Black Creativity gala at Chicago’s Museum of Science and Industry got a new format. Past iterations of the event, which honors African Americans’ scientific achievements, included a sit-down dinner and dancing. When it became clear that guests wanted more of the latter— “guests at this gala do not stay in their seats,” said museum manager of community affairs Octavia Hooks—planners replaced the sit-down meal with a strolling buffet and added a new lounge with a DJ and an additional dance floor. When guests arrived, chair Peggy A. Montes delivered welcome news:
“Tonight, you do not have to sit”— and the dance party lasted till the wee hours.
Fashion GPS at New York Fashion Week New York Fashion Week After 17 years at Bryant Park, IMG Fashion took a risky step—relocating the twice-yearly Fashion Week to the less-central campus at Lincoln Center. But the move enabled producers to revise the look, layout, and technology used for designer shows and set a new standard for the trade’s most important event. In doing so, IMG attracted 87 shows and presentations to its new site, up from the 63 during MercedesBenz Fashion Week’s final season at the park. Additionally, a partnership with electronic invitation and checkin program FashionGPS significantly reduced costs for designers and made getting into the tents more efficient for attendees. Canada Blooms The country’s largest flower and garden festival relocated to the Direct Energy Centre at Exhibition Place after 13 years at the
Metro Toronto Convention Centre. “Sometimes you need to refocus,” said Canada Blooms general manager Gerry Ginsberg. The move enabled landscapers and providers— who invest almost $10 million in the show—to be more creative with their displays, thanks to easier loadin. Organizers also revamped the opening gala, dropping ticket prices from $200 to $75, which contributed to a nearly 200-person spike in attendance over 2009. Instead of open bars and entertainment, the party directed more attention to the horticulture industry, with 20 gardening personalities opening the show, which saw a 16 percent increase in overall attendance. Ball on the Mall As one of the few groups allowed to host an evening gala on the National Mall, the Trust for the National Mall’s L’Enfant Society already has an exclusive sales pitch, along with plenty of guests willing to spend several hundred dollars to party in the shadow of the Washington Monument. Looking to capitalize even further on the second annual event, the society’s planning committee added a two-hour, V.I.P. seated dinner for 350 people prior to the evening reception. It drew a new range of sponsors, helping double the evening’s take from $150,000 in 2009 to $350,000 in 2010. Gerry Ginsberg
Gifts, Not Bags Fifty-pound goodie bags aren’t as common as they used to be, but small tokens still helped end events on a high note.
At a winter charity lunch in Miami benefiting the Moyer Foundation and the Mario Batali Foundation, each guest’s place setting had a spatula with the Batali Foundation logo.
For the launch of its Very Sexy Now fragrance, Victoria’s Secret gave editors individual cakes by Sylvia Weinstock topped with an edible perfume bottle.
At Target’s Liberty of London pop-up shop in New York in March, staffers handed out flowers to shoppers waiting in line.
WORST TREND OF 2010: “Cupcakes. Unless it is a children’s event, they’ve worn out their welcome. There are so many other creative dessert options.” Jason Wanderer, owner, Precision Event Group, Los Angeles
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In February, Chicago’s Joffrey Ballet held a girly ladies lunch with pampering stations, pink champagne, and longstemmed roses handed out by male staffers.
In August, Lara Shriftman, partner at public relations and event agency Harrison & Shriftman, held her annual Girl’s Party in Miami, offering guests a day of beauty, shopping, dining, and gifting.
Feminine Wiles
To celebrate its 10th anniversary, Real Simple magazine held public demos in Chicago’s Union Station in April, where experts offered tips on topics such as hairstyling and table setting.
From conferences to benefits to public happenings, these events appealed to women with a mix of empowerment and escapism—plus plenty of freebies.
FAVORITE TREND OF 2010: “Using an iPad to replace all the paper for event managers and producers, including while checking in guests. No more bulky binders!” Quenten Schumacher, senior meeting planner, Sg2 Health Care Intelligence, Chicago
AUCTIONS GO HIGH-TECH Wireless bidding devices replaced paddles at charity auctions and, in many cases, brought in more money. New York’s Robin Hood Foundation used IML audience-response devices to set a new fund-raising record of $87.8 million at its May benefit. And at the American Cancer Society’s Discovery Ball in Chicago, the devices helped raise more than $2 million.
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At the Jacob’s Cure Gala in New York in May, attendees used Bid Pal handhelds during a silent auction and live bidding to win prizes like a walk-on role in an episode of Entourage.
WORST TREND OF 2010: “White Plexiglass bars! Every event starts to look the same, and there are ways to custom-design these bars to create a much more interesting effect. Create a wallpaper effect out of decals, insert a natural wood element, or mirror the front side to add more interest.” Beth Appleton, director, communications and experimental marketing, Telus, Toronto
PHOTOS: RED EYE PRODUCTIONS (GIRL’S PARTY), MIREYA ACIERTO FOR BIZBASH (JOFFREY BALLET), BARRY BRECHEISEN/WIRE IMAGE (REAL SIMPLE), COURTESY OF QUENTEN SCHUMACHER, KEITH SIRCHIO FOR BIZBASH (IML), IRA LIPPKE STUDIO (BIDPAL), COURTESY OF BETHAPPLETON
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In July, Smirnoff threw a comic-book-themed event in Toronto, complete with red carpet illustrations depicting people arriving at a party.
At the L.A. premiere of Valentine’s Day in February, organizers created cabanas within the tented party for the movie’s giant cast.
PHOTOS: EMMA MCINTYRE FOR BIZBASH (SMIRNOFF), LINE 8 PHOTOGRAPHY (VALENTINE’S DAY, TARGET), ALICE AND CHRIS FOR BIZBASH (WATERMILL), NADINE FROGER (DISNEY), GRANT HARDER FOR BIZBASH (OLYMPICS), ERIC CRAIG FOR BIZBASH (ARTEDGE), ROGER DONG FOR BIZBASH (HIGH LINE)
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The Watermill Center’s summer benefit in the Hamptons had its own signature fragrance inspired by the event and its location. WM Paradiso 2010 was sprayed during the party, and 100 bottles were included in the night’s auction.
Held in New York this summer, Target’s Party for Good had 4,000 National Conference on Volunteering and Service attendees pack 170,000 meals for charity.
For the Winter Olympics in Vancouver, Samsung created a pavilion that had a 3-D theater, with several large screens constantly broadcasting images uploaded by guests.
Disney Interactive’s 15,000square-foot exhibit at this summer’s E3 expo in Los Angeles used askew panels to create a dramatic look.
Guests helped themselves to water-cooler cocktails at the Museum of Contemporary Art’s artEdge benefit in Chicago this May.
At Friends of the High Line’s summer benefit in New York, Bronson van Wyck used a 600-foot-long strip of hanging foliage to connect several dining rooms and dress up a white space.
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INSIDE EDGE
Steve Beck of Beck & Associates shared tips on how to motivate colleagues and event partners in the morning general session, while Casey Cooper of Botanicals and Erin McDonald of Heffernan Morgan joined BizBash editor in chief Chad Kaydo for a discussion of the latest design trends during the afternoon general session.
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Chicago Planners Celebrate the â&#x20AC;&#x2DC;Art of the Eventâ&#x20AC;&#x2122; at the 2010 BizBash Chicago Expo & Awards
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Inducted into BizBashâ&#x20AC;&#x2122;s Hall of Fame were Rebecca Hunter, executive producer and Vanessa Stalling, associate artistic director of Redmoon Theater, accepting on behalf of Redmoon; Susan Katz, director of corporate events and travel for True Value Company; and Lee Kite, director of distinguished events for American Cancer Society, Illinois Division, Inc.
Catering pros revealed the latest food and beverage trends in â&#x20AC;&#x153;Catering Trends: A Comprehensive View of Current Trends in the Industry.â&#x20AC;? (Pictured: Jenny Berg, bureau chief of Bizbash Chicago; Linda Kingsley, director of sales, corporate and private events for Museum of Science and Industry; Rita Gutenkanst, principal, Limelight â&#x20AC;&#x201C; Food Illuminated; Elana Vasquez, executive chef and owner, Boutique Bites; and Robert Neubert, CMP, director of catering sales for Hilton Chicago.
CORT Event Furnishings created a stylish rear lounge against a dramatic fabric design by Pink Powered by Moss, giving attendees an opportunity to see and feel the latest rental trends for themselves.
Sushi Samba offered an array of tempting tastes at their exhibit for planners to enjoy and consider for their own events.
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IDEAS !S THEY WALKED THE žOOR PLANNERS SAMPLED TREATS SUCH AS MINI TACOS FROM 3USHI 3AMBA WHILE DROPPING OFF THEIR BUSINESS CARDS AT THE #LASSIC 0ARTY 'REEN :ONE 'REEN %VENT -ENTORING BOOTH SO THEY COULD STAY IN THE LOOP ON THE ONE OF THE LATEST INITIATIVES TRANSFORMING THE INDUSTRY HOW TO BECOME A ¹GREEN² MENTOR TO FELLOW EVENT AND MEETING PROFESSIONALS !S LUNCH APPROACHED CONFERENCE ATTENDEES ENJOYED A BOXED SANDWICH EXTRAVAGANZA ALSO PROVIDED BY EDUCATION CATERER #ATERED BY $ESIGN WHICH ALSO PROVIDED CONCESSIONS ON THE SHOW žOOR FOR EXPO ATTENDEES $ELICIOUS COMBINATIONS SUCH AS APPLE AND "RIE SANDWICHES OR CHICKEN AND ARTICHOKE ROULADES WERE ACCOMPANIED BY A TROPICAL MESCLUN SALAD AND A SUMPTUOUS DOUBLE CHOCOLATE BROWNIE FOR DESSERT #ONFERENCE ATTENDEES ENTERED THE LUNCHEON AREA BEHIND A DESIGN OF ALTERNATING 4URNING "IRDS AND &LEXI !RCHES DESIGNED BY 0INK 0OWERED BY -OSS 4HEY LISTENED TO 0 * -C'UIRE OF -ODET )NC LEAD THE LUNCHEON SESSION ¹0ERSON TO 0ERSON %TIQUETTE FOR %VENT
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GOSPEL AND SWING FAVORITES !S THE AFTERNOON CONTINUED THE SHOW ¾OOR REMAINED CROWDED AND ENERGIZED AS PLANNERS AND EXHIBITORS CONNECTED !TTENDEES GROOVED TO MUSIC PROVIDED BY &IG -EDIA IN THE REAR LOUNGE WHERE UPHOLSTERED RED COUCHES ACCENTED WITH MATCHING PILLOWS AND STOOLS PROVIDED BY #ORT %VENT &URNISHINGS OFFERED AN INVITING RESPITE !T P M ATTENDEES GATHERED AT THE MAIN STAGE FOR THE AFTERNOON GENERAL SESSION AND ENJOYED ENTERTAINMENT BY AWARD WINNING MAGICIAN 2YAN /AKES /AKES INVITED THREE RANDOM ATTENDEES TO HELP HIM PERFORM AN INTERACTIVE MIND READING EXERCISE THAT LEFT THE CROWD IN AWE "IZ"ASH EDITOR IN CHIEF #HAD +AYDO THEN GAVE HIS KEYNOTE PRESENTATION ±.EW )DEAS FOR .EW #HALLENGES ² IN WHICH HE SHOWCASED IDEAS AND TRENDS FROM EVENTS ACROSS THE MARKETS "IZ"ASH SERVES #ASEY #OOPER AND %RIN -C$ONALD JOINED HIM ONSTAGE TO PRESENT THEIR LATEST WORK FOR (EFFERNAN -ORGAN !FTER THE GENERAL SESSION ATTENDEES CONTINUED NETWORKING ON INTO THE LATE
Nancy DeBiasi, director of meeting planning and special events for the Chicago Merchandise Mart, congratulated Frost lighting for their win in the Best Lighting Design category during the Event Style Awards presentation.
The Green Meeting Industry Council, as part of their initiative for green meetings and events, showcased a booth made entirely of sustainable materials that could be packed up neatly into a compact tote.
Quick Change astonished the audience with their splitsecond costume transformations at the start of the Event Style Awards presentation.
Sold-out education sessions proved popular, as attendees filled the rooms for sessions such as “Getting Ahead in Business: Straight Talk from Top Female Executives.”
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0LANNING 3UCCESS ² (ER INTERACTIVE GAME SHOW STYLE PRESENTATION USED )-, DEVICES ENCOURAGING TABLES TO RESPOND TO POLLS ABOUT THE IMPORTANCE OF LONG LASTING PROFESSIONAL RELATIONSHIPS IN EVENT PLANNING SUCCESS 4HE LUNCH TABLE LINENS AND CHAIRS COVERS WERE STYLED BY 3PANDEX 53! AND FEATURED EYE POPPING ARRANGEMENTS OF COLORS WHICH ADDED TO THE LIVELINESS OF THE LUNCHEON !FTER LUNCH ATTENDEES RELAXED IN THE COMFORT OF THE REAR LOUNGE WHICH WAS DESIGNED AND FURNISHED BY #ORT %VENT &URNISHINGS WHICH ALSO PROVIDED FURNISHINGS FOR THE GREENROOM AD EDUCATION SESSIONS 4HE NEW ADDITION OF THE 4WITTER ,OUNGE ON THE SHOW ¾OOR PROVED A BIG HIT WITH #HICAGO PLANNERS WHO PACKED THE SPACE TO LEARN FROM 4WITTER PRO ,EYLA !RSAN LEYLA?A OF ,OTUS -ARKETING 3ERVICES AS SHE DISCUSSED THE ESSENTIALS OF TWEETING AND HELPED ATTENDEES PARTICIPATE IN 4WITTER COMPETITIONS THROUGHOUT THE DAY !TTENDEES WERE ABLE TO FACE THEIR FEAR OF SOCIAL MEDIA SIGN UP FOR 4WITTER ACCOUNTS AND GET POINTERS FROM ,EYLA HERSELF 4HE
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Heffernan Morganâ&#x20AC;&#x2122;s interpretation of the expo theme resulted in their design of the front lounge that was a work of art in itself.
SAVE THE DATE:
A range of BBJ Linenâ&#x20AC;&#x2122;s luxurious fabrics and textures were on display for attendees to consider as they walked the busy show ďŹ&#x201A;oor.
afternoon, while the anticipation grew for the 2010 Event Style Awards on the main stage at 5 p.m., which opened with entertainment from Quick Change, provided by Productions USA. Quick Changeâ&#x20AC;&#x2122;s performanceâ&#x20AC;&#x201D;involving multiple costume transformations in split secondsâ&#x20AC;&#x201D;entertained the audience. This yearâ&#x20AC;&#x2122;s award winners were then announced. Attendees applauded as the winners received stunning crystal â&#x20AC;&#x153;Bâ&#x20AC;? awards created by Society Awards.
BizBash Chicago Expo & Awards Is Back at the Merchandise Mart on August 18, 2011!
Winners were congratulated at the cocktail reception that followed the presentation, sponsored by Absolut Vodka and Bull & Bear. Attendees enjoyed delicious drinks, including as a luscious blueberry vodka lemonade cocktail. Servers from Hospitality One passed delicious hors dâ&#x20AC;&#x2122;oeuvres from Jewell Events Catering, while guests were also able to stop at food stations offering fare like delicious suckling duck and other mini dishes, as they enjoyed music and
Thanks to our sponsors
entertainment by C-4 Entertainment. BizBash extends a very special thanks to the Merchandise Mart staff, CCTB, ofďŹ cial event photographer Brightroom, and all of our exhibitors, sponsors, and attendeesâ&#x20AC;&#x201D;all of whom made BizBashâ&#x20AC;&#x2122;s Chicago Expo & Awards an event to remember. Be sure to visit www.bizbash. com/ourevents for announcements and updates about the 2011 BizBash Chicago Expo, back at the Mart on Thursday, August 18, 2011!
The Directory A selection of resources from our comprehensive online directory of event and meeting suppliers and venues
New Venues
first floor can seat 400 guests and the second floor can seat 500, both with a dance floor and stage. (1044 West Randolph St., 312.327.0111)
ACTIVITY VENUES
ENTERTAINMENT VENUES
GALLOPING GHOST ARCADE
MAYNE STAGE
Stocked with old-school games such as Donkey Kong, Galloping Ghost Arcade came to Brookfield in August. Two private gaming rooms house 42-inch LCD TVs and Xbox, PS3, and Wii systems. Each room can hold about 25; the rooms can also combine to host functions for 50. (9415 Ogden Ave., Brookfield, 708.485.4700)
Adjacent to Act One Café and available for buyout, Mayne Stage opened in June. With a 299-seat auditorium, the space has broadcasting and cinema capabilities. Available equipment ranges from recorders to microphones, amplifiers, and a concert grand piano. Outside the main theater, a two-level bar area can host private events for 30. (328 West Morse Ave., 773.381.4554)
A fine-dining restaurant, Logan Square’s Accanto opened in April. Depending on how it’s configured, the main dining room can seat 28 to 40 guests, or can host cocktail receptions for 50. A flat-screen TV, which normally shows clips from old Italian films, can hook up to laptops or DVD players to broadcast logos or presentations. Formerly of New York’s Le Cirque, Milanese chef Domenico Acampora can work with hosts to prepare customized tasting menus. (2171 North Milwaukee Ave., 773.227.2727)
RED BAR COMEDY CLUB
ACT ONE CAFE
Red Bar Comedy Club opened in River North in May. On Fridays and Saturdays, public shows can accommodate groups of 60. On any other night, the space can host private comedy shows for 50 or more. (157 West Ontario St., 773.387.8412)
HOTELS
Act One Cafe opened in Rogers Park in June. Housed in a 1912 building that formerly served as a Vaudeville theater, the eatery is available for full buyout and can seat 80 or hold 100 for receptions. Executive Chef Jimmy Madla can cook for as many as 80 guests but encourages hosts to bring in outside caterers for larger parties. (1330 West Morse Ave., 773.381.4550)
HILTON ROSEMONT CHICAGO O’HARE
BENNY’S CHOP HOUSE
Wood Dale’s TopGolf, which offers a live-ball driving range, got a rooftop beer garden in August. Equipped with a fire pit, a live performance area, and 26 hitting bays, the alfresco space can host events for 150. The venue’s lower levels house three areas that can host private events: Its executive suites hold 100, the Bayview Lounge has space for 80, and a meeting room with a 52-inch flat-screen TV and Polycom conference equipment holds 14. (699 West Thorndale Ave., 630.595.4653)
ART GALLERY OPENING SOON BRIDGEPORT ARTS GALLERY
Slated to open in April 2011, this 18,000square-foot space will host seated dinners for more than 800. Amenities will include a parking lot, a new kitchen, and elevators with built-in bars. Taste America will be the exclusive beverage provider, and can arrange for catering from Lettuce Entertain You restaurants such as Tru and Ben Pao. Hosts are also welcome to bring in vendors of their choosing. (1200 West 35th St., 312.644.0606)
BARS & LOUNGES ATRIUM WINE BAR
In October, Atrium Wine Bar opened in River East gourmet grocery store Fox & Obel. Overlooking Ogden Slip, the space can host seated dinners for 50 or receptions for 70. The wine bar has its own dinner menu with seasonal entrées. (401 East Illinois St., 312.401.7301) BENCHMARK
Sports bar Benchmark opened in Old Town in August, offering two levels and 8,000 square feet of space. Available for buyout, it can host receptions for 400. The upstairs space has a retractable roof and can hold 175, with 46 flatscreen TVs and a six-panel video wall. Scattered semiprivate areas can host receptions or dinners for 20 to 100. (1510 North Wells St., 312.649.9640)
ACCANTO
After a $15 million renovation, the hotel boasts a refinished conference center, grand ballroom, and renovated meeting rooms and guest rooms. Connected to the Donald E. Stephens Convention Center, it houses 26 meeting rooms and Host a Fashionapproximately 22,000 square feet of meeting and banquet space. At 6,900 Focused Event square feet, the grand ballroom can Atelier opened in River North’s host banquets for 500 or theater-style gallery district in June. From events for 800. (5550 North River Road, the owners of neighboring Rosemont, 847.678.4488)
Where to...
Italian restaurant Prosecco, the shop stocks high-end clothing for men and women and an art collection that includes photographs, oil paintings, and tribal artifacts. Dotted with chandeliers, the gallery-like space can host receptions for 100. Hosts can design their own events, or choose to have the shop curator lead guests through a discussion of the in-house art collection. Other activities include a seminar in pairing vintage and modern clothing, or guests can get measured for custom creations. Prosecco handles catering and can provide hors d’oeuvres, champagne, cocktails, and single-malt scotches. (714 North Wells St., 312.751.9300)
PHOENIX LOUNGE AT THE WIT HOTEL
In June, the Phoenix Lounge at the Wit Hotel opened on the downtown property’s mezzanine. Available for buyout, the semiprivate space seats 45 amid black velvet lounge chairs, leather sofas, and blue resin tables. Live entertainment can be arranged on the “perch,” a landing on the glass staircase that joins the lobby to the Phoenix Lounge. (201 North State St., 312.230.9523)
CONVENTION CENTER IN THE WORKS TINLEY PARK CONVENTION CENTER
In 2009, the Tinley Park Convention Center broke ground on a $19 million renovation that will double its current size by May 2011. The overhaul will add 24,000 square feet of clear-span exhibit space and 9,000 square feet of meeting space. New amenities will include a built-in concession stand, Wi-Fi, additional loading docks, a business center, and an additional 450 parking spots. (18500 South Harlem Ave., Tinley Park, Ill., 708.444.1100)
70 bizbash.com winter 2010–11
JW MARRIOTT
The first Chicago location of the JW Marriott hotel was slated to open late this fall. In a Daniel Burnhamdesigned bank building, which just got a $396 million renovation, the venue will offer 609 guest rooms, a 20,000square-foot spa, a fine-dining restaurant, and a combined bar and lounge. Some 44,000 square feet of meeting space will include two ballrooms and more than 30 breakout rooms; green meeting packages will be available. (151 West Addams St., 312.660.8200)
Benny’s Chop House opened in River North in April. The restaurant dishes out U.S.D.A. prime steaks, oysters, pasta, and classic side dishes, such as creamed spinach and hand-cut fries. In the back, a private dining room equipped with Wi-Fi can seat 40 to 50, or hold 75 for receptions. Built into the wall, a flat-screen TV hooks up to laptops and DVD players for presentations. (444 North Wabash Ave., 312.626.2444) EPIC SKY
Perched on the rooftop of River North’s Epic restaurant, Epic Sky opened in May. Outfitted with cabanas, a 28-foot bar, and lounge seating, the space seats 93 and can be rented for private events. A specialty cocktail list includes the White Rabbit, made with orange vodka and carrot juice, and a special menu of lounge snacks is in the works. In the meantime, hosts can order passed hors d’oeuvres or plated meals off the restaurant’s standard menus. (112 West Hubbard St., 312.222.4940) GIBSON’S BAR & STEAKHOUSE
Gibson’s Bar & Steakhouse opened an Oakbrook location in June. The restaurant, which serves steaks, daily seafood specials, and oversize martinis, has a patio that seats 180. Decked with fire pits and waterfalls, the space can be booked for private functions. Inside, a large private dining room seats 100 and can host receptions for 175. The room has four 50-inch flat-screen TVs. (2150 Spring Road, Oakbrook, 630.954.0000)
INDEPENDENT EVENT SPACES
HAVANA
RIVERWALK AT KENDALL COLLEGE
Havana popped up in River North in September. Available for full buyout, the Cuban restaurant can seat 120 amid shell-covered lanterns, black leather banquettes, and slowly whirring ceiling fans; a private dining room on the lower level provides seating for 40. (412 North Clark St., 312.644.1900)
The Riverwalk at Kendall College opened at the hospitality school in September. The 1,890-square-foot raw space has Art Deco-style black-andwhite floors and can hold 100 inside. Weather permitting, an outdoor space can hold an additional 100. The college’s in-house events department currently handles functions held within the space, letting students set up, work, and cook for events. In the future, the owners plan to work with a small list of preferred vendors. (900 North Branch St., 312.752.2196) ROOM 1520
Owned by a culinary photographer, Room 1520 is a historic loft building in the West Loop with two raw event spaces. Upstairs, the 5,300-square-foot Sky Loft opened in March. The space has two commercial-style kitchens, a fieldstone fireplace, a lounge with plush seating, and two conference rooms. The loft can be divided into two spaces—one 3,500 square feet, the other 1,500—or the whole space can be rented to host sit-down dinners for 150 or receptions for 300. (1520 West Fulton St., 312.733.4583) VENUE ONE
The West Loop’s Venue One hosted its first function in May. The venue can be bought out to host receptions for 1,000 or rented by floor—each is 12,000 square feet. The
IL POGGIOLO
Restaurateur Jerry Kleiner opened Il Poggiolo in downtown Hinsdale in August. A 10-minute drive from the corporate headquarters of companies such as McDonald’s and Ace Hardware, the Italian restaurant offers a balcony that can host events for 40. (8 East 1st St., Hinsdale, 630.734.9400) MAD MARK’S MYSTIC PIZZA
Mad Mark’s Mystic Pizza opened in Schaumburg in June. The venue has a bar-equipped patio that seats 350 and can host private events. An outdoor entertainment complex offers courts for sand volleyball and basketball. Inside, three dining rooms can host semiprivate events for groups of 70 to 150. For private parties, The Skybox, a glassed-in room, can hold 250. (71 East Algonquin Road, Schaumburg, 847.397.3100) SAWTOOTH RESTAURANT AND LOUNGE
Vietnamese eatery Sawtooth debuted in the West Loop in August. Available for buyout, the upscale restaurant holds as many as 300. A garden patio seats an additional 34. The second-floor semiprivate dining room holds 12, and the first floor seats 82. Up to 70 can dine in the thirdfloor private dining room, where hosts can make use of an in-house projection screen. (1350 West Randolph St., 312.526.3320)
PHOTO: COURTESY OF ATELIER
TOPGOLF
RESTAURANTS
8;M<IK@J<D<EK
Where Event Professionals Announce the Who, What, Where, and Wow of the Events Industry
Blue Plate Catering is pleased to announce that the company has provided the Catering for
Chicago Symphony Orchestra’s Symphony Ball in Chicago October 2, 2010 www.blueplatechicago.com, 312.421.6666
Partytime Productions Inc. is pleased to announce that the company has provided the provided the Tenting for
Chicago Trolley & Double Decker Company is pleased to announce that the company has provided the Transportation for
Chicago Symphony Orchestra’s Symphony Ball Chicago October 2, 2010 www.chicagotrolley.com, 773.648.5000
BBJ Linen—Chicago is pleased to announce that the company has provided the provided the Tenting for
Chicago Symphony Orchestra’s Symphony Ball
Lyric Opera of Chicago’s Opening Night Gala Performance and Opera Ball
in Chicago October 2, 2010 www.partytimeproductions.com, 630.261.1900
Chicago October 1, 2010 www.bbjlinen.com, 847.329.8400
Jewell Events Catering
RedMink Productions
is pleased to announce that the company has provided the Catering for
is pleased to announce that the company has handled the Rentals for
Lyric Opera of Chicago’s Opening Night Gala Performance and Opera Ball
Joffrey Ballet’s Couture and Cocktails
in Chicago October 1, 2010 www.georgejewell.com, 312.829.3633
Jam Entertainment and Creative Services, LLC is pleased to announce that the company has provided the Event Management and Production Services for
Levi’s and Urban Outfitters’ Secret Generation Series Concert in Chicago September 25, 2010 www.jamevents.com, 312.440.9191
in Chicago September 24, 2010 www.redmink.com, 773.685.1818
Hall’s Rental is pleased to announce that the company has provided the Rentals for
Art Institute of Chicago’s Opening Gala of the New Weston Wing and Japanese Art Galleries in Chicago September 25, 2010 www.hallsrental.com, 847.929.2222
To share your success via the BashFlash program, contact your BizBash sales representative or Robert Fitzgerald at 646.839.6840.
had a magic fingers chair. He died 15 years ago. The events are attended by 30 to 40 “key online editors and influencers.” Sponsors’ products are shown on a plasma screen, aired on UChatLive, and simultweeted at robertverditweetthis.blogspot.com. The idea is that while he demonYes, I have a Facebook page and a And now I’m hearing about strates the products, his influencers Twitter account. Both were started tweeting at events. Nick Cannon of- are tweeting to their followers, and in a moment of panic—thinking I fered to send three sponsor tweets they tweet to friends, and they tweet was about to be left behind on the at one of his two 30th birthday par- to friends, and so on and so on just barren island of mainstream (or ties for the princely sum of $25,000. like that shampoo commercial. The lamestream, as per Sarah Palin) me- Yikes. Then somebody sent me the incentive for retweeting is a gift bag dia, watching while the nimble and deck for Robert Verdi’s Twitter parof all the products featured. To be able sailed off on the cruise ship of ties, which are imaginatively called a sponsor, companies pay between the future, Technologica. “Tweet This!” Now, I know and like $2,500 and $10,000 for two or three But every time I log on, I’m Robert; he’s been interviewed here tweets and one TwitPic. Some sponoverwhelmed by the unwanted before, he has clever entertaining sorships are given away for free. But obligation of it all. Friends who want ideas, and, despite his own somethe sponsors don’t know who pays responses, new followers for whom what exaggerated appearance, what, if anything, according to AshI have nothing to tweet. The most good taste. ley Mallinson, who runs the program guilt-laden of these spots is LinkedBut after spending an entire with Robert. There’s all sorts of other In—people who want recommenafternoon researching his new busi- bells and whistles you can add on, dations, referrals, or career advice, ness model, I have to admit I’m just like a branded Twitter competition none of whom I respond to. Will they completely confused. But here’s and brand-specific tracking and metlose a job because I’m too lazy? Who what I figured out. rics. And the promotional material knows. By the time I’ve read the new Robert owns this loft in New variously boasts a million followers messages, I’ve lost interest in the York, which he calls Luxe Laboraper event and a cumulative program whole thing. tory. He rents it out for events, and reach of five million. It’s all very amWhile ashamed of my Ludditism, throws parties promoting his own bitious and ambiguous. I always took solace in sensing that I brands. Approximately once a month Ashley explains that they arwasn’t missing much. There’s Demi he does a themed Twitter gathering. rived at their audience claims using Moore, again, posting pictures of In September there’s Fashion Week a program called Spredfast. Robert herself in bed with Ashton (as if that (duh!), and holiday gift giving in himself has more than 16,000 folwould throw us off the scent). Or December (double duh!). lowers, and if you add up the total Palin making her political prognosNot all the months are as “luxe” as number of followers of every Web tications. (She’s one of the few who others. In one video, Robert holds up a site and every tweeter, I suppose has no problem getting the bulk of soiled glass bowl while talking about it’s possible to get a figure in the her wisdom across in the allotted toilet cleaning. It’s a “Spring Cleanmillions. But how many of these are 140 characters.) And all those bullies, ing” party sponsored by Scrubbing really being read? posting hate speech on each other’s Bubbles. I was also a little surprised When you go to his actual Twitwalls. It just seems to me that social to see a Panasonic electric vibrating ter page, it’s clear that the event media is one whole world of selfchair touted as one of the Fashion attendees are tweeting away like promoting jackasses. Week must-haves. My grandfather fiends to get their free goodies.
Twitter Off
I’m not buying the magic of social media.
Where Ted’s Been
Two revelers at Fashion’s Night Out got their newly “styled” game on for a digital camera at Diane von Furstenberg’s store. Was it Coco Chanel who recommended looking in the mirror and taking one thing off?
72 bizbash.com winter january/february 2010–11 2010
But as a friend whom I asked to help me evaluate this program wrote me: “Who the hell are these people retweeting ‘Once you try Smartwater you’ll agree it’s the “smartest” choice in bottled water’? Actually, seriously —who the hell are these people?” Maybe I’m missing something, but despite my respect for Mr. Verdi, to me this all seems to add up to an elaborately staged hill of beans. Just in time, The New Yorker arrived with a Malcolm Gladwell piece, “Small Change: Why the revolution will not be tweeted.” Gladwell debunks the myth that Twitter helped drive the Iran election revolts (all the tweeters that got media coverage were in English, while in Iran most people speak Farsi), and explains that while social media is able to reach large audiences very quickly, those audiences’ level of involvement is extremely low. (“The Facebook page of the Save Darfur Coalition has 1,282,339 members, who have donated an average of nine cents apiece,” he points out.) In the movie The Social Network, Facebook founder Mark Zuckerberg’s character repeatedly asserts that once the site starts accepting advertising, it will no longer be cool. I think the idea of paid tweeting for toilet bowl cleaners proves his point. Which brings me to my point, rather abruptly. Yo! Event people! Take heart. The real social network is still you guys, putting people together in person. Where interesting locales, meaningful content, and thought-provoking design can still do magic. And where tweets can only follow.
This teeming crowd shot from Fashion’s Night Out shows how successful Vogue’s promotion has become—and why I won’t risk attending again.
Super Saturday in the Hamptons has grown tremendously, and this year featured tents with unique shade cutouts. But has the whole thing gotten just a bit too super?
PHOTOS: ALISON ZAVOS FOR BIZBASH (DIANE VON FURSTENBERG), COURTESY OF TORY BURCH (CROWD SHOT), DIMITRIOS KAMBOURIS/WIREIMAGE.COM (SUPER SATURDAY)
Ted Kruckel