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New York & Los Angeles $4.95 NOVEMBER/DECEMBER 2010 BIZBASH.COM

NOVEMBER/DECEMBER 2010

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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, 52 New Venues, Planners’ Favorite Trends & More

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

People save their ticket stubs from our venues for good reason: to remember something extraordinary.

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PHOTOS: BILLY FARRELL/BFA (TOP IMAGE), JOE SCHILDHORN/BFA (ALL OTHERS)

The Moroccan National Tourist Board carpeted 7,000 square feet of New York’s Skylight Soho for its 300-guest “Red by Marrakech” dinner on September 28. To celebrate the Red City as a new glam-set destination, the event included authentic elements, such as a replica of the iconic Red Door entrance to Marrakech Town Center.

Caterer Sonnier & Castle worked with Potel et Chabot on 12 traditional Moroccan starters.

Hosts Alan Cumming and Anjelica Huston joined Hamid Addou, C.E.O. of the Moroccan National Tourist Office, in welcoming guests.

More photos and details are on BizBash.com.

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

FROM THE EDITORS 19 Tracking the year’s trends READERS’ FORUM 21 What was the best idea you saw in 2010?

THE SCOUT 27 Wintry curtains made of ice 28 Passed bites for holiday gatherings 30 Festive glasses and small plates for rent 32 A new New York-based brand experience agency 34 Innovative ideas for stage design 36 What are clever ways to integrate trade show sponsors?

38 11 ideas and products to have on your radar 40 A new Los Angeles-based floral design company VENUES 42 Four new New York venues 44 The latest meeting venues in New York 46 Four new Los Angeles venues 48 The latest meeting venues in Los Angeles EVENT REPORTS 53 From Los Angeles: Prius’s ecominded 10th anniversary event 55 From New York: Nike’s charitable tennis event 56 Coast to Coast: HBO’s vintage Atlantic City-inspired Boardwalk Empire launch party 58 From New York: Chanel’s Soho store-reopening cocktail party 60 From New York: Showtime’s character-driven Show House

61 From Los Angeles: Blackberry’s custom-built Torch launch party 62 From Los Angeles: Emmy night’s top parties 64 From Toronto: The film festival’s opening-night hockey-themed party 66 From Los Angeles: Discovery’s experiential Hub network launch event 67 From New York: Keep a Child Alive’s bar-coded Black Ball 68 From New York: The everexpanding Wine & Food Festival 70 From New York: Park Avenue Armory’s carnival-themed gala 71 From Miami: Thrillist’s branded hotel and weekend getaway 75 Best of 2010 The top trends, ideas, designs, and events that shaped this year THE DIRECTORY 90 New New York venues 92 New Los Angeles venues TED KRUCKEL 96 The limits of social media

ON BIZBASH.COM Comprehensive local venue and supplier directories The latest industry news Local sites for Boston, Chicago, Las Vegas, Los Angeles, Miami/South Florida, New York, Orlando, Toronto, and Washington

bizbash.com november/december 2010 11

BIZBASH EDITOR IN CHIEF Chad Kaydo NEWS EDITOR Courtney Thompson STYLE EDITOR Lisa Cericola ASSOCIATE EDITOR Anna Sekula

CHICAGO EDITOR/BUREAU CHIEF Jenny Berg

LOS ANGELES EDITOR/BUREAU CHIEF Alesandra Dubin

MIAMI EDITOR/BUREAU CHIEF D. Channing Muller

ORLANDO EDITOR/BUREAU CHIEF Mitra Sorrells

TORONTO EDITOR/BUREAU CHIEF Susan O’Neill

WASHINGTON EDITOR/BUREAU CHIEF T.J. Walter

ART ART DIRECTOR Joey Bouchard ASSISTANT ART/PRODUCTION DIRECTOR Carolyn Curtis

PHOTO PHOTO EDITOR Jeeyun Lee ASSISTANT PHOTO EDITOR Amber Knowles

COPY & RESEARCH ASSISTANT MANAGING EDITOR Claire Hoffman EDITORIAL INTERN Jessica Flores

CONTRIBUTORS EDITOR AT LARGE Ted Kruckel WRITER AT LARGE, LOS ANGELES Irene Lacher CONTRIBUTING EDITORS Michael O’Connell, Mimi O’Connor, Brendan Spiegel, Erin Souza, Ellen Sturm Niz CONTRIBUTING WRITERS Meryl Rothstein, Andi Teran LOS ANGELES: Rosalba Curiel, Shilpa Gopinath TORONTO: Amy Lazar, Erin Letson WASHINGTON: Adele Chapin, Walter Nicholls COPY EDITORS Libby Estell, Josh Wimmer CONTRIBUTING PHOTOGRAPHERS Vincent Dillio, Roger Dong, Nick Ferrari, Emily Gilbert, Dan Hallman, John Minchillo, Alice and Chris Ross, Keith Sirchio BOSTON: Aviran Levy, Patrick Piasecki CHICAGO: Mireya Acierto, Tyllie Barbosa, Barry Brecheisen, Eric Craig, Jeremy Lawson, Eddie Quinones LOS ANGELES: Matt Armendariz, BEImages, Jessica Boone, Nadine Froger, Line 8 Photography, Zen Sekizawa, Dale Wilcox MIAMI: Joseph Cancellare & Associates, Matthew Horton, Moris Moreno, Elizabeth Renfrow, Mitchell Zachs TORONTO: Gary Beechey, Jill Kitchener, Henry Lin, Emma McIntyre, Nicki Leigh McKean, George Pimentel WASHINGTON: Tony Brown/Imijination Photo, Stephen Elliot, FotoBriceno, Powers and Crewe EDITORIAL OFFICES 21 West 38th St., 13th Floor, New York, NY 10018 phone: 646.638.3600, fax: 646.638.3601 CHICAGO BUREAU 312.436.2525 LOS ANGELES BUREAU 310.659.9510 MIAMI BUREAU 1450 NE 123 St., North Miami, FL 33161 305.808.3535 TORONTO BUREAU 2453 Yonge St., Suite 101, Toronto, ON M4P 2E8 416.425.6380 CONTACT US Editorial Feedback and Ideas: 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 MASTERPLANNER CHAIRMAN Elisabeth Familian NEW YORK EDITOR Alexandra Anza LOS ANGELES EDITOR Leslee Komaiko

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

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

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

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

BizBash Expo & Awards Coverage “Served Fresh” on Social Media Served Fresh Media’s team of social media experts kept Twitter, Facebook, and Youtube buzzing with news about BizBash’s historic 10th New York Expo & Awards on October 27th at the Javits Center. Served Fresh’s reportage kept the social media world updated in near real-time with tweets, photos, and HD video interviews. With their staff of social media Reporters, Served Fresh Media, in conjunction with BizBash’s all-star social media “tweeps” in the AFR Lounge, made #bizbash an unprecedented #2 on Twitter’s “Trending” list in New York.

Served Fresh Media provides social media, public relations, and reporting for events across the country. Recent clients include the Influencer Conference 2010, the New York Press Club Journalism Conference, and the Corporate Social Media Summit.

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WH E R E TH E CITY THAT N EVE R SLE E PS, SLE E PS. The New York Helmsley Hotel is the place to meet in the heart of New York. Whether it’s an intimate business setting for an executive board meeting, or a larger space for a conference or banquet, we’re always in a New York frame of mind—providing the perfect venue for every event. Book online or call us today.

BIZBASH BOSTON 617.340.3914 ASSOCIATE PUBLISHER Andrew Carlin BIZBASH CHICAGO 312.436.2525 PUBLISHER Susan Babin ACCOUNT EXECUTIVE Julia Kearney BIZBASH FLORIDA 305.808.3531 PUBLISHER Ann Keusch BIZBASH LAS VEGAS 702.425.8513 ASSOCIATE PUBLISHER Jane Yoo

212-490-8900 NewYorkHelmsley.com A Member of Sterling Hotels

BIZBASH LOS ANGELES 310.659.9510 PUBLISHER HoďŹ te Huddleston SENIOR ACCOUNT EXECUTIVE Mandana Valiyee BIZBASH TORONTO ASSOCIATE PUBLISHER Michael Braun ACCOUNT EXECUTIVE Joshua Harris BIZBASH WASHINGTON 202.684.8743 PUBLISHER Shelley Golinsky NEW YORK ADVISORY BOARD Felice Axelrod, SPECIAL PROJECTS, BLOOMBERG; Caryl Chinn, V.P, CULINARY MKTG., KARLITZ & CO.; James Curich, PUBLIC RELATIONS DIR., WILLIAM GRANT & SONS USA; Holly Duran, HEAD OF EVENT OPS., BLOOMBERG LINK; Howard Givner, EXECUTIVE DIR., EVENT LEADERSHIP INSTITUTE.; Maneesh K. Goyal, PRESIDENT, MKG PRODUCTIONS; Robin Hall, SENIOR V.P., MACY’S PARADE & ENTERTAINMENT GROUP; Meryl Hillsberg, EVENT MANAGER—NEW YORK CITY CAMPAIGN, UJA FEDERATION OF NY; Ben Hindman, EVENTS MANAGER, THRILLIST; Audrey Issac,

ENJOY THE BEST VIEWS OF NEW YORK

DIR. OF SALES & MARKETING—EVENT & CONFERENCE SERVICES, AMERICAN MUSEUM OF NATURAL HISTORY; Jennifer Leto, SUPERVISOR, EVENTS & ADMINISTRATION, HESS CORP.; Susan Mazo, V.P., CORPORATE COMMUNICATIONS, WARNER MUSIC GROUP; Danielle Menache, MANAGING DIR.—GLOBAL HEAD OF MKTG. EVENTS, ALLIANCEBERNSTEIN L.P.; Dara P. Richardson-Heron, MD, C.E.O., SUSAN G. KOMEN FOR THE CURE, GREATER NEW YORK CITY AFFILIATE; Sandra SantiagoMarinello, DIR. OF EVENTS & SPECIAL PROJECTS, LOUIS VUITTON NORTH AMERICA; Amy Sinclair, MANAGER, EVENTS, ROBIN HOOD FOUNDATION; Mark Veeder, CEO & EXECUTIVE CREATIVE DIR., EVENTQUEST

LOS ANGELES ADVISORY BOARD Denise Cannon, V.P. & DIR. OF AVIATION, JACK MORTON WORLDWIDE; John Chuck, C.E.O./OWNER, ELS; Hollace Davids, SENIOR V.P. OF SPECIAL PROJECTS, UNIVERSAL PICTURES; Paul Dreher, ASSISTANT DIR. OF CATERING, THE BEVERLY HILTON; Marc Friedland, FOUNDER/CREATIVE DIR., CREATIVE INTELLIGENCE, INC.; Hillary Harris, DIR., WARNER BROS. STUDIOS SPECIAL EVENTS; Heather Hope-Allison, OWNER, TIL PR-THE BUZZ GIRLS; Judy Levy, CO-OWNER, LEVY PAZANTI & ASSOCIATES; David Merrell, OWNER/CREATIVE DIR., AOO EVENTS, INC.; Mary Micucci, FOUNDER & PRESIDENT, ALONG CAME MARY PRODUCTIONS; Ellen Pazanti, CO-OWNER, LEVY PAZANTI & ASSOCIATES; Patricia Ryan, PRESIDENT, PARTY PLANNERS WEST INC.; Heather Shuemaker, DIR. OF MKTG. & SPECIAL EVENTS, SAKS FIFTH AVENUE; Mike Stern, EXECUTIVE V.P., CLASSIC PARTY RENTALS; Katy Sweet, PRESIDENT, KATY SWEET & ASSOCIATES INC.; Mindy Weiss, OWNER, MINDY WEISS PARTY CONSULTANTS; Cyd Wilson,

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

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

Room Name

Dimension

Sq. Ft.

Ceiling Height

Rounds

Reception

The Seville

39’ X 50.5’

1915

8’2”

100

175

130

80

40

40

Union Square

15.7’ X 24.9’

453

9’6”

40

45

30

22

20

22

Kips Bay

15.7’ X 24.9’

401

9’6”

30

40

25

15

16

12

12.6’ X 30’

359

27’3”

30

40

20

15

18

n/a

12’ X 30’

360

8’9”

n/a

n/a

n/a

n/a

14

n/a

Gramercy

27.5’ X 32’

893

9’

60

70

55

51

20

25

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11.6’ X 33’

578

9’

30

40

40

18

20

n/a

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From the Editors

In the Trend Trenches

PHOTOS: MELISSA HORN (ACE HOTEL), MICHAEL TOOLAN (THRILLIST PARTY)

How do you sum up a year?

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

It’s like when someone says, “You’re so hip!” They think they sound selfdeprecating (“I can’t keep up with fashion/music/ whatever!”), but often it’s a backhanded compliment (“I don’t have time for such silly things, but You could call the Ace Hotel trendy, it’s cute that you do!”). but I call its restaurant, the Breslin, The fact is, what you my favorite current lunch spot. consider trendy often events in this particular moment? depends on where you How did the top minds adapt to the are on the coolhunting/ new products, cultural influences, and early-adopter scale. (My economic constraints of the day? apologies if you find We hope the 15 pages of photos, those terms equally obcase studies, and comments from noxious.) As connotationThrillist’s party during the New industry folks—and the stories in the ridden as trendy is, often York City Wine & Food Festival its meaning is too hard to had a beer-and-bourbon theme. rest of the issue—tell that story, from food trucks to social media to event pin down. So the word is I’m a fan of both, but we’ve all makeovers, and give you some ideas banned from these pages. seen enough bacon on event for 2011 as well.

(See also: party planner, menus for a while, no?

There’s also value in questioning fashionista.) some trends, as Ted Kruckel does in his column But you’re likely to find its root, trend, here a on the unproven marketing value of promotional lot. We—the editors and you readers, too, not to Twitter messages. mention your guests—are obsessed with trends.

One trend we should all be happy to see is a We want to know what’s current, what’s new, growing sense of optimism for the event busiwhat we need to move on from before everyone ness. In a survey of readers we conducted online else is doing it, what we need to move on to. in September, 77 percent chose bullish responses The nature of the event business requires you to when asked to describe the economic state of stay on top of what’s happening in food, design, the industry. Meanwhile, spending appears to be entertainment, technology, art, theater, and pop rising: 41 percent of readers said their September culture, so you can create experiences that feel 2010 budgets were up from September 2009 levcurrent and ahead of the curve. els, 28 percent said their budgets were flat, and Identifying trends was our prime directive in putting together our Best of 2010 package. In ad- 31 percent reported reduced spending.

For another take on ’10, we asked our budition to showcasing some of the cleverest ideas reau chiefs to describe 10 highlights in their we saw, we wanted to the story of this year markets—the groundbreaking local venues, new ON BIZBASH.COM tell events, and innovative ideas that kept them for the industry. What 10 highlights of 2010 were the obsessions, co- excited about covering this industry at this time. from each of our local incidences, and innova- You’ll find their commentary on BizBash.com in markets tions that characterized December. —Chad Kaydo

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 november/december 2010 21

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

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

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

New Jersey

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.

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

Haggling less

Haggling more 10% 35%

55% Haggling about the same as a year ago

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

I’m terrified.

I’m a little worried.

I’m very optimistic.

2% 17%

27%

54% I’m cautiously optimistic.

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

ON BIZBASH.COM More survey results regarding budgets, holiday parties, and industry staffing levels

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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

27 bizbash.com winter 2010–2011

bizbash.com november/december 2010 27

New on the Menu

holiday party ideas

Seasons’ Eating

By LISA CERICOLA

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

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

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

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

28

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

PHOTOS: GREG POWERS (NEW YORK, WASHINGTON), JOANNA DICKINS (TORONTO), TYLLIE BARBOSA (CHICAGO), JESSICA BOONE (LOS ANGELES)

Here are five passed bites for holiday gatherings of all types.

Years in Business 2000 - 2010

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 ute, $1.95, available in New York from Something Different Party Rental (973.742.1779, something differentparty. com)

Ruby Braid glass, pricing varies, available nationwide from Classic Party Rentals (310.764.0373 ext.

316, classicparty rentals.com)

Paloma ute, pricing upon request, available in New York from Party Rental Ltd. (201.727.4700, partyrentalltd. com)

Spiegelau champagne coupe, $3, available in Toronto from Chair-Man Mills (416.391.0400, chair manmills.com)

Mini fry basket, $2, available in Toronto from Exclusive Affair Rentals (416.759.2611, exclusiveaffair.com)

Teardrop spoon, $1.75, available in Toronto from Chair-Man Mills

30 bizbash.com november/december 2010

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)

t Customized and affordable event packages

t Scenic settings to host small receptions and large gatherings

t Spectacular views of the ManhattanSkyline and Hudson River

Make your next event Intrepid.

For more information call 646.381.5301 or visit www.intrepidmuseum.org

Pier 86, West 46th Street & 12th Avenue, New York, NY 10036

Special Events

t New, modern exhibits with a clean and fresh look

New York Fresh Faces

The Messengers The self-trained pair behind brand experience agency We Came in Peace is putting its witty, on-message stamp on events for a growing roster of clients. events—lighting, getting everything set up before the guests arrived, making sure the night had a perfect peak of energy,” he says.

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

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

After the firm pitched the idea of bringing together a group of

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

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

Healthy Cooking Classes Ger-Nis Culinary and Herb Center (347.422.0337, ger-nis.com) offers classes focused on seasonal, local fare and healthy living. The 2,000-square-foot Park Slope venue is divided between a loft space and an open kitchen, where 24 people can gather TEA MB U I L DI N G to cook. Lessons include bread and herbal cocktail making, and recipes based around a group trip to the green market. Private classes are available for 10 or more; pricing ranges from $40 to $50 per person. The center can also be booked for all-day meetings or events. —L.C.

32 bizbash.com november/december 2010

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

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

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

LIVING DESKTOP DECOR Brooklyn-based Twig Terrariums (twigterrariums.com) creates “small worlds” encased in antique, vintage, and new glass containers. Owners Katy Maslow and Michelle Inciarrano use the vessels to house vignettes of greenery, stones, and miniature figurines ranging from cows to people G I FTS to fairies. Each terrarium is unique, and prices vary with size; small styles cost around $50. Custom pieces are available, and delivery to a home or office in New York is $25. —L.C.

PHOTOS: DANIEL CAVAZOS (PORTRAIT), COURTESY OF TWIG TERRARIUMS, COURTESY OF GER-NIS CULINARY & HERB CENTER

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

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

“We were indirectly learning about

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

PROGRESSIVE STAGES Here’s a look at innovative designs from concerts, fashion shows, and other events.

By LISA CERICOLA

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

34 bizbash.com november/december 2010

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

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

PHOTOS: CHRISTOPHER POLK/GETTY IMAGES (MTV MOVIE AWARDS), COURTESY OF CORPORATE MAGIC (BOY SCOUTS), BILLY FARRELL/PATRICKMCMULLAN.COM (CFDA AWARDS), EMMANUEL DUNAND/GETTY IMAGES (MARC JACOBS), RANDY MICHAEL KORWIN/RMK PHOTO (DIFFA)

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.

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

36 bizbash.com november/december 2010

A SPARKLING BAR New from rental company FWR Rental Haus (877.637.3744, fwrental.com), the paillette bar adds a shiny touch to events. The piece, which comes in aqua and silver, can be configured as a 12- by 10-foot four-sided R E NTA L rectangular bar, or a 12- or 8-foot single-sided bar. For an additional charge, the paillettes can be used to spell out the name of a company or event. The bar is available nationwide, and pricing starts at $750. —L.C.

PHOTOS: COURTESY OF BLOGHER, COURTESY OF CHARITYHAPPENINGS, COURTESY OF FWR RENTAL HAUS

From making unexpected use of celebrity spokespeople to employing superhero statues, here are a few clever ways to increase sponsor visibility at trade shows.

At America’s Beauty Show in Chicago, producers ensure that sponsors’ presence extends beyond the show floor. “We work with major exhibitors to offer an overall program to incorporate within their trade show strategy,” says Paul Dykstra, C.E.O. of Cosmetologists Chicago and America’s Beauty Show. Besides their booths, sponsoring manufacturers who exhibit are invited to brand key cards for hotels associated with the event.

Sponsors can place products such as shampoos, conditioners, and face washes in attendees’ rooms at these properties.

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

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Forecast Ideas, products, and just plain cool stuff to have on your radar.

By LISA CERICOLA

1.

2.

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.

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 SpiderMan: Turn Off the Dark (spidermanonbroadway. marvel.com), directed by Julie Taymor—known for her groundbreaking spectacles—with music by Bono and the Edge from U2, debuts November 14 at Foxwoods Theatre in New York.

10.

Three feeds worth following on Twitter:

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.

38 bizbash.com november/december 2010

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

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

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

11.

On My Radar “The chic fashion line Leroy and Perry (leroyand perry.com) has delighted me in spades with its inventive reuse of soda cans this fall. The fine sprays of sequins that give a little sparkle to a new line of shift dresses are, in fact, fashioned from recycled pop cans. Super cool, right?”

David Stark, president and creative director, David Stark Design and Production, New York

PHOTOS: METHOD (1), KDM GLOBAL PARTNERS (2), DEFINITION BRANDING & MARKETING (3), COURTESY OF THE FOOD NETWORK SOUTH BEACH WINE AND FOOD FESTIVAL (4), MUSEUM OF ART AND DESIGN (5), COURTESY OF SPIDERMAN TURN OFF THE DARK (7), COURTESY OF DORCHESTER COLLECTION (8), COURTESY OF MERCEDES BENZ FASHION WEEK (9), COURTESY OF DAVID STARK (11)

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.

Simply No Comparison

146 East 37th Street, NYC 10016 | t 212 764 3188 | info@thomaspreti.com | www.thomaspreti.com

Los Angeles Fresh Face

ARTS AND SCIENCE Drawing from his background in plant physiology, Jay Michael designs avant-garde floral creations. a-kind looks. Pieces include hypericum berries strung on wire for a helixlike look, and calla lilies sculpted into ring shapes. “My background relates to my current work because often in my sculptures and floral fashion I disassemble product,” he says. “To form other structures, it’s necessary to know the vascular and molecular makeup. [You need to] be able to pick the proper variety to successfully build the project after deconstruction of the original.”

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

Jay Michael

A sculptural arrangement of Amaryllis, roses, and calla lillies for a private dinner from movie premieres to weekly house accounts for the likes of Disney. His work ranges from classic arrangements to headpieces for

the runway and dresses for editorial shoots made completely out of flowers.

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

—Alesandra Dubin

A NEW SOURCE FOR THEMED BASKETS AsweeT (310.860.9265, asweet online.com) is a clothing and candy boutique in Beverly Hills that offers apparel for men, women, GI F TS and children in a fanciful setting, plus a vast array of confections. To treat a special client or guest, AsweeT customizes premade gift baskets to match a themed event, occasion, or palette.

Large gift baskets start at $75, and small baskets start at $65.

AsweeT also offers off-site event catering. —A.D.

40 bizbash.com november/december 2010

A Kosher Food Truck The Takosher (takosher.com) bills itself as the nation’s first certified glatt kosher taco truck. Menu items include the “Original Brisketaco,” braised and slow-cooked with chili sauce, sauerkraut, and CATE R I NG raisins. Or for vegetarian guests, “El Fujitas” is baked tofu marinated in mesquite and garlic, then sautéed fajita-style with grilled peppers and onions and a squeeze of lime. The truck started roaming the streets in September and is available for event booking. —A.D.

PHOTOS: ALLEN LIN FOR BIZBASH (PORTRAIT), JAY MICHAEL (FLOWER), COURTESY OF ASWEET, COURTESY OF TAKOSHER

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

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

event furniture + illuminated dĂŠcor www.koolpartyrentals.com 888.525.kool (5665)

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A New Pretheater Entertaining Spot Conceived as a sister restaurant to Los Angeles flagship Patina, the Patina Restaurant Group’s newest East Coast offering is Lincoln, an eatery at Lincoln Center helmed by Per Se’s former chef de cuisine Jonathan Benno. Designed

by Diller, Scofidio & Renfro, the team that redid Alice Tully Hall, the glassenclosed pavilion is intended to complement other areas of the Upper West Side campus, and a 7,200-square-foot grass-covered roof is open to the public. Inside the multilevel space, Lincoln serves Benno’s menu of Italian fare to a 111-seat dining room, 44-seat lounge, and seven-seat bar. Also on site are a private dining area for 16 and outdoor seating for 28. (142 West 65th St., 212.359.6500)

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

Venues

New York

A Roomy Tiki Restaurant Fashion Week Tents Reconfigured Following Mercedes-Benz Fashion Week’s inaugural run at Lincoln Center’s Damrosch Park, the Big Apple Circus took over the tents and redeveloped the structure for its own uses. This year, for the first time, the complex that houses the big-top tent for the show will also include venues for event rental. Available through January 9, 2011, the Event Tents include a 10,000-square-foot rotunda and a 7,500-square-foot open-plan space known as the Gold Room. Roy Braeger manages booking and provides on-site design and production. (West 65th St., between Columbus and Amsterdam Aves., 718.499.2782)

42 bizbash.com november/december 2010

Among a wave of new venues with tiki-style motifs is the Hurricane Club, a modern Polynesian restaurant from Fourth Wall Restaurants president Michael Stillman and chef/partner Craig Koketsu.

Designed by AvroKO, the expansive 13,000-square-foot space is divided into a series of themed rooms, each sporting Pacific Islandinspired embellishments like rattan screens, brass leopard heads, forest-green banquette seating, hurricane lamps, and wallpaper modeled after Polynesian tattoo patterns. Rounding out the aesthetic is Koketsu’s menu of Pacific Rim fare, a selection that includes pupu platters, Hawaiian poke, and large-group luau options like roast suckling pig or whole crispy big island fish. The Hurricane Club offers 250 seats and areas for private events. (360 Park Ave. South, 212.951.7111)

PHOTOS: EVAN SUNG (LINCOLN), COURTESY OF CASSA HOTEL & DESIDENCES, GUSTAVO ROCHA OF ROY BRAEGER EVENTS (EVENT TENTS), BIZBASH (HURRICANE CLUB)

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

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

receptions. Tom Colicchio’s Riverpark Sky Room, which sits on the second (450 East 29th St., 212.729.9790), level, is the larger of the two, offering which occupies a space on the floor a cloud-inspired ceiling treatment below Apella, is the exclusive caterand room for receptions of as many ing partner. as 600 or seated events of 450.

Another new venue created by Groups looking for an intimate, hospitality veterans is Maritime Parc more relaxed setting can head to (84 Audrey Zapp Drive, Jersey City, the Scholastic Penthouse Suite (557 N.J., 201.413.0050), a trilevel restauBroadway, 212.343.6215), the latest rant and event space owned and space offered for events in the book run by two former employees of the publisher’s SoHo headquarters. The Glazier Group—executive chef Chris elegant duplex, complete with conSiversen and executive vice president temporary furnishings and a terrace, Marc Haskell. The 30,000-squareis suited for sit-down functions as foot site, which sits on the waterwell as receptions and seats 24 or front of Jersey City’s holds 75 standing. As ON BIZBASH.COM with the other venues Liberty State Park, has A directory of meetingtwo floors for facein the building, Schofriendly spots to-face functions. The lastic provides on-site

44 bizbash.com november/december 2010

catering and a full in-house production team.

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

PHOTOS: DAVID HECHLER (APELLA), FRANCES JANISCHE (MARITIME PARC), COURTESY OF POLE POSITION RACEWAY, COURTESY OF SCHOLASTIC PENTHOUSE SUITE

New York Meeting Venues

Pole Position Raceway

Living History As part of the five-year transformation of the Natural History Museum of Los Angeles County in Exposition Park, a dramatic event space opened in July: The Haaga Family Rotunda holds 250 for receptions or 120 for seated events.

Lined with marble columns and topped by a stained-glass dome and coffered ceiling, the room houses the first piece of public art funded by Los Angeles County: a Beaux-Arts statue titled “Three Muses,” which represents the disciplines of art, history, and science.

With glass doors that overlook the park, the rotunda may also be used in conjunction with the Exposition Park Rose Garden. (900 Exposition Blvd., 213.763.3466)

By ALESANDRA DUBIN

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

Raw Space With a View The raw Concrete Loft expanded in July. Now, it’s about 6,000 square feet with floor-to-ceiling views to the north, south, and east, including striking downtown vistas. The space has been used for photo shoots by Dior and Vogue, and is also available for event booking. The main area is 45 by 90 feet. The new expansion forms an L shape, connecting with another space that measures 35 by 60. There are 11-foot-high ceilings.

A refrigerator, microwave, burners, and counter space allow for food preparation, and there are three bathrooms on site. (404 Wilshire Blvd., Suite 7F, 310.871.8004)

An Onstage Experience Vinny Laresca’s latest undertaking is 5,000-square-foot nightclub Premiere, which opened in September. The space opened as a midcentury Spanish theater inspired by the works of Gaudí and Dalí, but the venue will undergo revivals and reopenings as the seasons come and go. There’s room for 210. The venue aims to create the feel of a theater, with props, staging, and theatrical details. Kristofer Keith designed the space, which is bordered by arches, raised seating, and a 100-foot-long bar. Opposing staircases lead to a second level, which overlooks the dance floor and DJ booth. The upper level has an additional full-service bar, as well as balcony seating. The venue has room for 410.

(1710 Las Palmas Blvd., West Hollywood, 323.978.0730)

46 bizbash.com november/december 2010

PHOTOS: COURTESY OF THE NATURAL HISTORY MUSEUM OF LOS ANGELES COUNTY, COURTESY OF IMAGE LOCATIONS (CONCRETE LOFT), JOHN HILDEBRAND (PREMIERE), COURTESY OF EXCHANGE LA

Venues

Los Angeles

JW Marriott at L.A. Live

Los Angeles Meeting Venues

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

Music Box

By ALESANDRA DUBIN Gold Class Cinemas

New York Street venue

48 bizbash.com november/december 2010

The JW Marriott at L.A. Live (800 that includes fresh, local, organic West Olympic Blvd., 213.763.5483) ingredients. added significant new meeting The Music Box (6126 Hollyspace downtown when it opened in wood Blvd., 323.464.0808 ext.106), February, with three floors of stacked formerly known as the Fonda, has rooms. The nearly 100,000 square completed a significant renovafeet of indoor meeting and event tion. The venue was built in the ’20s space known as the Gallery Collecand functioned as a playhouse and tion includes the 25,086-square-foot movie theater before being turned Diamond Ballroom, the 20,792into a concert venue. The renovasquare-foot Platinum Ballroom, and tion makes the space highly flexible the 17,072-square-foot Gold Balland useful as unexpected meeting room. There are 14,000 square feet space, with a capacity of more than of ancillary meeting space, including 1,000. The main ballroom holds 800 nine meeting rooms and three standing-room guests. The balcony boardrooms. overlooking it has room for 250, and Upscale movie theater chain the rooftop patio holds 300.

Gold Class Cinemas launched in the For an only-in-L.A. meeting expeU.S. in 2008, and opened its newrience, Universal Studios’ latest eleest location in Pasadena (42 Miller ment of its dream-making apparaAlley, Pasadena, 626.639.2260) in tus rose from the ashes of a fire that December 2009. The venue offers consumed the back-lot areas known a lounge and bar, plus dining. Each as New York Street and Courthouse auditorium has 24 to 40 plush reSquare. The studio reopened a new clining chairs in rows separated by and improved New York Street (100 eight feet for unobstructed viewing, Universal City Plaza, Universal City, and each chair has individual stow818.777.9466) in May, this time with age, as well as a silent call button distinctive neighborhoods carved for service. Gold Class is available for out of its four acres. To make the corporate buyout. areas feel more like a big The venue offers an ON BIZBASH.COM city, facade heights have international wine been increased to new A directory of hotels, list, cocktails, and heights of 40 to 50 feet. conference centers, and a seasonal menu other meeting locations There’s room for 5,000.

PHOTOS: RYAN GOBUTY (JW MARRIOTT), GIULIANO BEKOR (MUSIC BOX), COURTESY OF GOLD CLASS CINEMAS, COURTESY OF NBC UNIVERSAL STUDIO SPECIAL EVENTS (NEW YORK STREET)

Meet Right

Š2010 Pasadena Convention Center

SIMPLY MORE

MEMORABLE

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

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

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

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

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EVENT REPORTS

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

53

High Gear Driven by a Facebook contest, Prius hosted its tenth anniversary on five weeks’ lead time.

It’s not uncommon in Los Angeles to see environmentally conscious cars commingling with luxury vehicles in event valet lines. But here’s one event that About 150 Prius enthusiasts, may have tipped the typical ratio. About 150 Prius musicians, members of the press, enthusiasts, musicians, members of the press, and Toyota executives celebrated and Toyota executives went to the home of Eric on 10.10.10 in Malibu.

Wright at the Wright Organic Resource Center in Malibu on October 10 to celebrate the 10th anniversary of the vehicle—a 10th on 10.10.10. Toyota engagement marketing manager Paul Czaplicki oversaw the event, which honored the winner of a Facebook contest to find the most passionate Prius driver, Martin Esquenazi.

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

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

After the workshops and presenters wrapped, guests sipped cocktails provided by Veev, while musical guests M.Ward and the Good Listeners, and Shepard Fairey—acting as DJ—entertained from a outside stage overlooking the ocean and rolling mountain views. The evening concluded with an alfresco candlelit dinner hosted by Outstanding in the Field, founded by chef and artist Jim Denevan. The meal included products from the local farmers, producers, culinary artisans, and chefs from Prius 10th Anniversary the region.

Event “The workshop component Catering Outstanding in was new and well received. This the Field audience was really eating it up, Lighting Environtology Power, Sound Sustainable and it was great to see,” Czaplicki Waves said of the program’s format. “It PR Evolutionary Media was a really fascinating crossGroup section of people who all have Production Filter Media Group the same interest in technology, Rentals, Set Design sustainability, and eco-consciousAnimatic L.A. ness.” —Alesandra Dubin

Guests participated in interactive workshops and activities.

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

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

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

54 bizbash.com july/august 2010

PHOTOS: NOTCOT (TOP IMAGE, FOOD IMAGE, BOTTOM IMAGE), CHARLEY GALLAY/WIREIMAGE (ALL OTHERS)

LOS ANGELES

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

Federer played with a New York Junior Tennis League player after his unnamed celebrity partner canceled.

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

commentator Serena Williams.

Nike hosted a smaller version of the public event, dubbed â&#x20AC;&#x153;Game, Set, NYCâ&#x20AC;? in the Flatiron district last year, but this time wanted a larger execution. Tony Berger and Alison Kostas of RelevNikeâ&#x20AC;&#x2122;s celebrity tennis exhibition ent headed up the production, setting up bleachdrummed up U.S. Open excitement. ers, concession stands, and retail, custom T-shirt, and photo op stations on the pier. Rain lingered Pairing a corporate buzz-generating throughout the dayâ&#x20AC;&#x201D;a nerve-wracking monkey NEW YORK event with a charitable cause is a wrench for anyone hosting an outdoor eventâ&#x20AC;&#x201D;but must these days, but doing so in a way that comes the skies cleared just in time for the 7 p.m. event, tagged â&#x20AC;&#x153;Lights On. Lights Out.â&#x20AC;? The game didnâ&#x20AC;&#x2122;t off as both genuine and ďŹ tting is a rare feat, one that Nike accomplished at its Primetime Knockout start until around 8 p.m., when the sky was dark and the court lights would have the maximum exhibition on Pier 54 on August 25. UnofďŹ cially effect. kicking off the U.S. Open, the event paired Nike Mimicking a mini tennis arena, the court and athletesâ&#x20AC;&#x201D;Roger Federer, Maria Sharapova, Rafael its surrounding bleachers were privy to an onlyNadal, and Victoria Azarenka (who ďŹ lled in for an in-New York backdrop, with views of the West Side injured Serena Williams)â&#x20AC;&#x201D;with celebrity doubles Highway, the Hudson River, and New Jersey. â&#x20AC;&#x153;We partners.

The charitable component came in the form of wanted to give guests a unique New York Nike 200 amped-up, tennis-loving kids from four youth tennis experience in an unexpected location with major impact,â&#x20AC;? Berger said. organizations, who were divided into Nike Primetime The light-hearted tennis Team Maria (City Parks Foundation), matches saw Azarenka and Giants Team Nadal (The Urban Dove), Team Knockout Event defensive end Justin Tuck beat Bleachers Seating Solutions Federer (New York Junior Tennis Nadal and his partner, model Bar League), and Team Azarenka (Harlem Carpeting, Astroturf Flemington Department Refaeli, while Sharapova and actor Childrenâ&#x20AC;&#x2122;s Zone). After being bussed Store Bradley Cooper eked out a win over in courtesy of Nike, the kids got a Catering, Tenting PTG Federer and a lucky camper plucked Event Services chance to volley on the 48- by 88from the audience. foot Sport Court as the sun set, then Lighting Frost Lighting Production Relevent Group Nike donated $30,000 to the took to the bleachers, rooting for L.L.C. youth organizations. their namesake athlete to win and Venue Hudson River â&#x20AC;&#x201D;Courtney Thompson Parkâ&#x20AC;&#x201D;Pier 54 posing for photos with courtside

PHOTOS: COURTESY OF RELEVENT

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

Triple Play HBO staged three premieres for its new drama Boardwalk Empire: On the West Coast, the gathering for 350 was designed as a national sales incentive for HBOâ&#x20AC;&#x2122;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

Los Angeles

Carnival-style entertainers greeted guests at the entrance.

The Peterson Automotive Museum supplied vintage vehicles from the 1920â&#x20AC;&#x2122;s.

PHOTOS: LINE 8 PHOTOGRAPHY

Signage evoked Prohibition-era posters.

56 bizbash.com november/december 2010

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

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

bizbash.com november/december 2010 57

Playing Tag Chanel decorated its revamped SoHo store with digital graffiti for the reopening bash.

On September 9, the first day of Mercedes-Benz Fashion Week, Professional graffiti artists Chanel marked the reopening of its Peter Marinoworked with guests and created redesigned SoHo store with a two-part event a more polished-looking piece at meant to capture the vibe of the boutique’s the end of the night. downtown locale. Chanel designer Karl Lagerfeld held court, drawing the likes of Sarah Jessica Parker, Blake Lively, and Diane Kruger, to a 500-person cocktail party and an intimate dinner that followed A 10-foot at 82 Mercer Street.

Chanel No. The French fashion house was celebrating 5 bottle the new store as well as Lagerfeld’s fall campaign, featured which was shot on the nearby streets. KCD senior footage of vice president of production Keith Baptista and vice the latest Guests including Elle editor Robbie Myers president of production Tobi Armstrong worked runway (pictured) were invited to “spray paint” with Rebekah McCabe, Chanel’s senior vice presishow from the LED walls with Chanel-branded cans. dent of public relations, and her associate, Arianne Paris.

Gold, to take full advantage of the new 4,200square-foot boutique and incorporate visual and interactive elements.

Because the store redesign was the focus of the party, the production team erected two black tents at the corner of Wooster and Spring streets to leave most of the store free of additional decor elements. “We had to find a way to install this structure in a very busy area of SoHo,” said Baptista.

“We presented several plans to the mayor’s special events office until the city was satisfied that the project did not majorly impede normal activities in the neighborhood.”

The interior of the wall of the temporary fabriThe step-and-repeat cation was a digital interactive graffiti space where featured a backdrop of guests were invited to tag or write messages on a downtown Manhattan series of oversize screens, using paint cans that inwith graffiti-style lettering. teracted with the screens. Graffiti artists were also Blake Lively, just one of a myriad on hand to work with guests and create original of A-list celebrities at the party, artwork. was given a personal tour of the The basic shell of the structure, along with the store by Karl Lagerfeld. working LED graffiti walls and bench seating, were kept in operation the next day when Chanel SoHo Store’s the store officially opened to the Two custom-built black tents, Reopening Party public during Fashion’s Night Out. measuring about 110 by 25 feet Following the cocktail event, Catering Olivier Cheng on Wooster Street and about Catering and Events Lagerfeld hosted a dinner and after70 by 20 feet on Spring Street, Digital Graffiti Wall party in the basement at nearby 82 created more party space Execution Tangible Mercer Street (formerly the Rock & Interaction and incorporated visual and Roll Hall of Fame Annex), transformDJ Alexa Chung interactive elements.

Experiential Design ing it into the “Chanel SoHo Club.”

Apologue The space, comprised of a center Lighting Bernhard-Link stage surrounded by banquettes, Theatrical Productions featured low lighting for ambience PR Nadine Johnson Inc. Production KCD Worldwide and live music by French singer Izia LED Wall, Projectors Scharff and British rocker Kele, followed by Weisberg tunes spun by the Misshapes. DinSecurity Elite Investigations ner, which included oysters, chicken Ltd. Sound ADI Group potpies, and macaroni and cheese, Staging Creative was served in a four-stage prix fixe Engineering service that made it easy for guests Tenting EventStar to move from table to table.

Video United Visual Artists—London —Jim Shi

58 bizbash.com november/december 2010

PHOTOS: BILLY FARRELL AGENCY/BFA (BACKDROP, GRAFITTI WALL, CHANEL BOTTLE, BLAKE LIVELY), CLINT SPAULDING/PATRICKMCMULLAN.COM (TENTS, MYERS)

NEW YORK

Roseland, sometimes called “The World’s Greatest Ballroom.” The story of ballroom dancing and entertainment has happened here for eight decades. It has echoed with some of the greatest concerts, entertainers and events of our time.

Roseland continues what it started in the 1920’s which is the tradition of bringing distinguished acts and clients to its’ venue of 20,000 square feet of space.

Create your own memories.

Meredith Rothstein | Director of Special Events | 239 W 52nd Street | NYC | DL: 212.489.8350 | meredith@roselandballroom.com

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

As they say, the show must go on.

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

The event, which ran from September 11 to October 24, took over three penthouses and the rooftop of Midtown’s Cassa Hotel and Residences.

The new location, along with the addition of two new shows to promote (The Borgias and The Big C) and a new roster of 24 designers and architects, required some changes. Still, Larry Kieran, Showtime’s vice president of promotions, partnerships, and licensing activation, added yet another element to the mix. “I wanted to show how high design and cutting-edge technology can be integrated into everyday spaces,” he said.

“I wanted guests to interact with the spaces through sight, sound, and movement to heighten the overall experience.”

As in years past, the Show House had two design teams create rooms inspired by seven Showtime series, including Dexter, Nurse Jackie, Weeds, United States of Tara, and Californication.

This resulted in two interpretations—often wildly different in size and scope—for each program.

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

The house had a pair of Metropolitan Home vets on board, too. The magazine’s former special projects editor, Samantha Nestor, and former vice president of development, Christie Boyle, had both worked on the Show House since its inception and had since formed Chrysanthemum Partners with the hopes of producing show homes.

For Showtime, the duo picked up where they left off, sourcing new designers, scouting locations, and reeling in media and technology partners like Wired, The New Yorker, Toshiba, and Optima.

Private events booked in the space included a Fashion’s Night Out party for Jason Wu, an American Cancer Showtime Show House Society fund-raiser, and a rooftop party Security Heightened Security Inc. for Time Out New Venue Cassa Hotel and York. —Courtney Residences Thompson

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

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

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

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

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

60 bizbash.com july/august 2010

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

A knife dripping blood symbolized Dexter.

PHOTOS: EMILY GILBERT FOR BIZBASH

NEW YORK

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

A giant LED wall broadcast moving BlackBerry imagery.

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

past an arrivals carpet set up near Wilshire. Vivid, programmed, color-changing LED tubes illuminated the entrance to the party space. Below the lights was a gift table where guests could pick up their new smart phones. Inside, staffers in susBlackBerry built out a raw space for its penders and black T-shirts marked “Geek Squad” Torch launch with a performance by Drake. roamed to tell guests about the features of their new BlackBerrys while they snacked on comfort BlackBerry and AT&T hosted a favorites like grilled cheese and sliders from KathLOS ANGELES U.S. launch party for the new leen Sacchi.

Torch 9800, which the brand is hyping as the first A huge LED wall lit up the room with Blacksmart phone with a full Qwerty BlackBerry keyBerry imagery. Blue lighting illuminated furniture board and large touch-screen display. In keeping from within, and with the brand’s tradition of large launch events, logo gobos decked BlackBerry Torch the party on August 11 drew a targeted crowd to a the floor and walls.

Launch custom-built environment. Geoff McMurdo, vice A photo station from Catering Kathleen Sacchi: president of marketing for North America at Black- MVS Studio mimicked The Fine Art of Catering Berry maker Research in Motion, oversaw the event, the look of a smart & Events Design, PR, Production tapping Harrison & Shriftman for the production. phone device.

Harrison & Shriftman The party took over a space in the building at The event inFlowers Floral Rush 5900 Wilshire Boulevard, which was completely cluded DJ sets from Furniture Rentals, Lighting gutted and reinvented. Harrison & Shriftman arFuture the Prince and Green Lab Design Studio Ltd. ranged for the walls and ceilings to be repainted a performance from Furniture Rentals Icon and remodeled and brought in decor elements, hip-hop artist Drake.

Event Rentals, Modern “from the carpet to the drapes and everything in Some guests apGreen Props between—furniture, lighting, sound, and even propriately snapped Invitations John Kneapler Design custom soaps,” said Harrison & Shriftman event stage photos with producer Brett Alligood. “The Torch is the most their new phones. The Lighting Felix Lighting Photo Booth MVS Studio technologically advanced BlackBerry to date, and performer announced, Inc. we wanted to create a space that celebrates this “I go by the name of Rentals Classic Party Rentals milestone. We started with a clean, sleek, black Drake. They call me a Sound Vox Entertainment design and added multiple lighting installations BlackBerry advocate.

Inc. to mimic the device’s innovation.” The build-out I never leave home Valet Chuck’s Parking took three days. without it.”

Service Uplit hedging marked the way into the party, —Alesandra Dubin

PHOTOS: TYLER GOLDEN

Tech Support

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

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

Governors Ball

Mirrored tabletops reflected the starry look of the space.

Emmy’s Big Night An earlier date than usual saw Primetime Emmy events blanketing the town in August instead of September. Here’s a look at the splashy production- and decor-heavy parties following the ceremony.

LOS ANGELES

By ALESANDRA DUBIN

HBO Party

Leaf-shaped gobos illuminated the tented space.

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

ON BIZBASH.COM More photos and details from these events

62

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

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

PHOTOS: NADINE FROGER PHOTOGRAPHY (GOVERNORS BALL), GABOR EKECS (HBO), COURTESY OF BEIMAGES (ENTERTAINMENT TONIGHT)

Entertainment Tonight Party

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

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

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

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Canadian designer Breeyn McCarney used flowers to create a dress inspired by festival sponsor PerrierJouët’s Belle Epoque bottle.

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

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

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

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

64 bizbash.com july/august 2010

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

DJ Jojo Flores spun tunes from an elevated DJ The Toronto International Film booth, draped in black and adorned with a 2004 Festival opening gala paid Ontario Major Hockey League Division Championtribute to a hockey musical. ship banner. Additional banners hung over a food station at the end of the room, where servers offered pizza and Caesar salad to guests, and In a nod to Score: A Hockey TORONTO Musical—the opening night film hockey jerseys from the film were suspended from the rafters. at the 35th annual Toronto International Film In the Governor’s Room, a massive banner Festival—organizers of the festival’s opening reading, “Hockey is air, hockey is water, hockey night gala on September 9 filled the Liberty is life,” hung from the ceiling and Grand with concession stand Iceculture displayed a 16-foot ice fare (hot dogs and popcorn) and Toronto International sculpture shaped like a hockey rink memorabilia (jerseys, pennants, and Film Festival Opening and dubbed it the TIFF Shooter Bar. hockey pucks) reminiscent of a small Night Party The sculpture, which served as a tatown hockey arena.

Catering Liberty Grand ble, held 144 shot glasses filled with Barbara Hershenhorn of Party Catering Skyy Vodka. Servers dressed in black Barbara Co. planned and produced Dance Floor, Signage National Sign & Design and white costumes reminiscent of the event, which drew 3,000 guests, Group Inc. referee outfits flanked either side of including Olivia Newton John and Design, Event the table.

Nelly Furtado, both of whom star Management, Production “We tried to scale it down as in the film. Walter Gretzky, who has Party Barbara Co. DJ Jojo Flores much as you’d scale it down in a a cameo, also attended, posing for Furniture Rentals small town hockey arena,” said photographers on a bright orange Furnishings by Corey Hershenhorn, who worked with carpet (the colour of the TIFF logo) Ice Sculpture Iceculture Inc. the Liberty Group to design a menu outside the venue.

Audiovisual Production, appropriate for a hockey crowd. The In an effort to replicate an arena, Lighting Event Services Group selection included Philly cheese Hershenhorn worked with McWood Props McWood Studios steak sandwiches, all-beef grilled Studios and National Sign & Design Rentals Chair-man Mills Kosher hot dogs, a poutine station, Group to turn the Artifacts Room Security Star Security Staffing, Venue Liberty pizza, and Caesar salad. Dessert ininto a pseudo ice rink. “The dance Grand Entertainment cluded chocolate hockey pucks and floor looked like a hockey rink with Complex funnel cakes. —Susan O’Neill centre ice and the blue lines. And

Big Score

PHOTOS: GARY BEECHEY FOR BIZBASH

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

EXPO & AWARDS New York / Javits Center / October 27, 2010

Thank You for Making the 10th Annual BizBash New York Expo & Awards a Success! event design.

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BizBash South Florida Expo & Awards:

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A giant slide served as the party’s entryway.

Oh, Chute!

Guests entered the Discovery kids network launch on a giant slide.

Discovery Communications and Hasbro launched a new children’s network, known as the Hub, with a party on October 10 that showcased the playfulness and fun the channel promises to bring with its A Transformers replica programming. The interactive offerings began with served as towering decor. an entrance to the party space by way of a giant slide. Discovery Communications vice president of global events Jeff Kaplan oversaw the event from Activities and entertainment included a A ball pit made the company’s headquarters in Maryland, where Transformers photo opportunity, an interactive for a colorful, a team of about 10 serves as an in-house event strawberry shortcake bar from caterer Global Cuiinteractive agency for the group of networks. Connecticutsine by Gary Arabia, a ball pit, a caricature station, spectacle. based Blue Flame worked with Discovery Global and a custom button-making station. Some of the Events on the execution. games from the Family Game Night programThe Hub’s partners and execuming appeared at the party on a tives, plus celebrities and other invited Discovery giant scale, including a huge ConCommunications and guests of all ages—about 550 people nect 4 board and a version of OperHasbro’s Hub Launch in all—showed up at the Lot. “We did ation that allowed guests to move it at the Lot because we wanted for guests to really experience what the Hub was,” said Kaplan, whose group worked with the local, Burbank-based Hub marketing and communications department. “That was the genesis of the slide. As you arrived, you were invited to find your inner kid.”

Catering Global Cuisine by Gary Arabia Design, Fabrication Blue Flame Events Furniture Rentals Lounge22 Powered by Cort Lighting Delicate Productions Inc. Venue The Lot

game pieces with giant tongs. A Hub passport allowed guests to collect stickers at various stations and redeem them for a prize.

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

PHOTOS: COURTESY OF THE HUB

LOS ANGELES

the 750-person affair at the Hammerstein Ballroom.

“There’s an immediacy to the issue, and we thought there should be an immediacy to how people can donate,” said Sebastian. That translated to stamping the Keep a Child Alive used bar codes to campaign’s bar code on a call for donations at its Black Ball. number of different surfaces—the step-and-repeat, the tickets guests were given to With annual performances from NEW YORK co-founder Alicia Keys and a roster exchange for gift bags, inside the program, and even enof other top-flight musicians, it’s understandable larged on the that some guests might lose sight that facade of the bars.

Keep a Child Alive’s annual Black Ball is Keep a Child Alive’s The organizers turned the a fund-raiser. To encourage donations, Black Ball cocktail area into an art gallery the nonprofit simplified the event on Catering Creative Edge of sorts. The mission statement September 30 and used almost every Parties became poetry written on the aspect of the decor to communicate its Decor, Design AD Events International Limited wall, and the campaign’s slogans mission. Key to all of this was the new Lighting Number Nine were presented in neon lights. A “Buy Life” campaign conceived by ad Design & Production similar amount of thought was agency TBWA/Chiat/Day, which feaEvent Management, Production Empire put into other components, from tures a bar code that, when scanned on Entertainment Inc. the lyrical content of the music a smartphone, directs potential donors PR 42 West played during cocktails and the to a donation site.

Scenic Fabrication songs sung by performers Sade, Keep a Child Alive creative director Domestic Construction Sound Clair Brothers Audio Jay-Z, and Janelle Monáe, to aucEarle Sebastian and special events Systems tion items and a short speech by coordinator Danielle Spitzer headed Technical Direction Deepak Chopra. “Everything had the internal team, collaborating with Production Glue L.L.C. a purpose, and everything was Empire Entertainment and Amanda Venue Manhattan Center Studios related to the issue,” said SebasDavis of British design and production Video MB Productions tian. —Anna Sekula company AD Events International for

Mission Statement

PHOTOS: PIETER HENKET (BAR), KEVIN MAZUR/WIREIMAGE (DOLLS)

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

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

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

As an additional experiential element at the Grand Tasting, ShopRite staged cooking demonstrations.

Sponsor Coca-Cola staged several activations at the festival, including a lounge at the Burger Bash.

festival, developed several touch-points this year, gatherings with oyster farmers and meat producin addition to a large lounge tent at the Grand ers, and kid-friendly activities. As the weekend’s Tasting and a Sunday “Dim Sum & Disco” brunch festivities are spread throughout the city, Schrager event with chefs Ming Tsai and Joe Ng. and the producers see the Meatpacking District The airline also continued its Delta Burger and its cluster of businesses and properties as Sponsors expanded the scope and Buses, which provide transportation back from the festival’s nerve center, and thus the Corcoran’s experiential efforts at the third the Burger Bash in Brooklyn. “This year, we worked involvement seemed like a natural fit.

Wine & Food Festival. with Burger Bash sponsor Blue Moon to put Blue Also new to the lineup of festival sponsors Moon beers on all the buses,” said Jake Brookswas the Cosmopolitan of Las Vegas, a 2,995-room The third incarnation of the New Harris, a production manager at MKG, the airline Nevada resort scheduled to debut in December NEW YORK York City Wine & Food Festival, carrier’s event production partner. Delta, which that has already used the U.S. Open, Lollapalooza, which wrapped up on October 10, has grown to considers New York one of its key markets, also the Deutsche Bank Championship, and Sepencompass more than 130 individual gatherings. provided pedicabs, constructed a pop-up lounge tember’s American Wine & Food Festival in Los Its vast array of 102 sponsors—a varied group that in the Meatpacking District with partner CocaAngeles as promotional platforms. “We looked at ran the gamut from food, spirit, and wine busiCola, and sent staffers to gatherings like Sunday’s what events could help us position the Cosmonesses to financial institutions, tourism bureaus, Carts in the Parc to hand out branded goodies like politan to the right audience,” said the property’s and real estate firms—aided the expansion, build- toothpicks, towelettes, and mints. vice president of public relations, Amy Rossetti. ing on the offerings at returning events and devisSupermarket chain ShopRite and coffee com- “The festival was always at the top of our list being new additions. pany Illy also put their own experts and represen- cause we wanted to give our culinary partners the “We saw it as an opportunity to engage and tatives in direct contact with festival attendees. opportunity.” Those partners are chefs like Scott create more loyal customers and expand their ShopRite—the presenting sponsor of the festival’s Conant, David Myers, and José Andrés, as well as image of Godiva,” said Erica Lapidus, director of largest draw, the Grand Tasting at Pier 54 on Blue Ribbon’s Eric and Bruce Bromberg, Estiatorio brand and internal communications at Godiva Saturday and Sunday—partnered with Certified Milos’s Costas Spiliadis, and the One Group.

Chocolatier, which signed on as a sponsor in 2008 Angus Beef to stage cooking demos with celebrity Aside from reaching a large audience, sponwhen Lee Brian Schrager at Southern Wine & chefs and Faith Alahverdian, the executive chef sors also cite the feel-good factor of the festival’s Spirits launched the event as a counterpart to his and director of its Culinary Workshop program. At affiliation with two hunger-relief nonprofits— popular South Beach event of the same name. the Illy Issimo AuthentiCity lounge, a temporary all net proceeds benefit the Food Bank for New Since 2009, Godiva has been the lead sponsor of venue built inside 632 on Hudson, the coffee pro- York City and Share Our Strength. “Bringing on the dessert-driven tasting event Sweet, and this ducer’s master barista, Giorgio Milos, led a create- sponsors really helps the bottom line for the year broadened its outreach with a chocolate and your-own-coffee activity. charities, and that’s why we’re doing this event,” wine pairing hosted by its chef David Funaro and For Meatpacking District Initiative execusaid Washburn. “We all want to get together, wine expert Anthony Giglio. tive director Annie Washburn, support from the have a great time, and do these great events, but Indeed, many returning sponsors evolved Corcoran Group this year helped the community in the end, we’re trying to help the Food Bank alongside Schrager’s gastronomic series, working organization grow its Meatpackand Share Our Strength. And that’s ON BIZBASH.COM why everybody has mobilized in with the festival’s producers to create more inteing Local series into a 40-eventMore details, photos, and the way that they have, in addition grated opportunities for consumer interaction. strong program that included vendor credits from the Delta, the festival’s official airline since Sweet large-scale tastings and events, as to the fact that it’s extremely fun.”

Wine & Food Festival debuted in 2007 as a precursor to the inaugural well as intimate cooking classes, —Anna Sekula

68 bizbash.com november/december 2010

PHOTOS: SETH BROWARNIK/WORLDREDEYE.COM

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Circus Act

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

To design the exhibition and The Park Avenue Armory’s first gala the opening night gala, Robertbrought a 50-foot Ferris wheel indoors. son tapped event design company Hickey Shields, which had the task of not only creating a cohesive look For years, the Park Avenue Armory NEW YORK has been the site of large art exhi- for the 55,000-square-foot hall, but bitions and fairs, galas and launch events, and even also arranging the components to Fashion Week shows, but this December the Upper allow for a 532-guest dinner at the preview event the night before.

East Side landmark will be home to the first full “Just working on that scale in season of artistic programming from the nonprofit For the dinner, tables replaced that took over the venue from the state in 2006. As general is challenging, and we grew rides at the foot of the to call it the ‘drill hall effect.’ The a prelude to this, the cultural organization (which 50-foot-tall Ferris wheel.

[Wade Thompson is also called the Park Avenue Armory) Drill Hall] has a very, very strange, held its first gala on October 7, and Park Avenue Armory’s almost illogical effect on scale, collected $1.2 million to support the re“Carnival” Exhibition where certain things look fine vitalization of the 130-year-old building Opening Night Gala and other things look very, very as a space for the arts.

Art Direction, Design, small,” said Josh Hickey, co-owner A four-day exhibition followed the Fabrication Hickey Shields Carnival Games Ace Tent & of Hickey Shields. The gala gave gala, paying homage to the original Amusements guests a chance to partake in 1879 fair held at the armory’s Wade Catering Great the rides and games before the Thompson Drill Hall (held to raise Performances dinner, while stiltwalkers, confunds for the interior design of the Draping Drape Kings Event Management tortionists, magicians, and other venue). Dubbed “Carnival,” the event MF Productions circus acts from the Bindlestiff included a 50-foot-tall Ferris wheel, PR Resnicow Schroeder Family Cirkus roamed the floor. vintage midway rides and games, and Associates —Anna Sekula performers from the Bindlestiff Family Rentals Party Rental Ltd. The gala’s guests Technical Direction Cirkus. “We’re all about doing fantastic had no qualms Raise Plow things in this space, so doing a carnival Tenting Starr Tents about winning ON BIZBASH.COM in here seemed like a really great idea Venue Park Avenue Armory toys at the water A video report from the gala and a way to invite New Yorkers to pistol range.

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

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

and dinner party in a hotel ballroom—moved from the back lawn when torrential rains and flooding that afternoon forced the party inside— with the hotel’s restaurants Scarpetta, Hakkasan, Gotham Steak, and Solo providing food stations Thrillist staged a branded hotel in Miami for dinner and dessert. Singer Angela Laino and Beach with three days of parties. band Suénalo performed during the cocktail reception and dinner, respectively.

Thrillist is no stranger to trip giveaways.

Saturday’s planned activities kicked off early MIAMI In October the email newsletter staged with morning yoga on the beach led by Equinox its Jet Mystery event, which flew 158 guests on Fitness Club instructors and a light breakfast at JetBlue to a surprise location, Jamaica, for a three poolside eatery La Cote. Presenting sponsors Bacdays of activities. In an effort to create a more ardi and Corona supplied poolside liquid libations grounded presence in one of its 16 markets, the throughout the day.

New York-based company created the inaugural Other afternoon activities included musicHotel Thrillist in Miami Beach June 4 to 6. spinning lessons from Scratch DJ Academy, ca“Thrillist recommends the best poeira lessons from Miami Capoeira restaurants and nightclubs [in Project, tours and animal encounHotel Thrillist Miami], and our mission [with this ters at Jungle Island exotic zoo, and Catering, Rentals, Venue initiative] was to showcase just mini massages from Equinox. DJ Fontainebleau Hotel that to a national audience,” said Elle spun for the majority of the day, Catering, Venue Red, the Steakhouse the company’s event manager, Ben and R&B singer Kat Deluna gave a Hindman. “We wanted people to be Catering Gotham Steak, special 30-minute concert complete Hakkasan, Scarpetta, Solo able to experience the brand as a with dancers on the pool deck. at the Fontainebleau local entity and not just an email.”

That night Thrillist transported Costumes, DJ, Entertainment, Makeup, Thrillist ran national and local everyone to the South of Fifth Staffing Overthrow online sweepstakes for readers to neighborhood for a dinner party at DJs DJ Elle, Scratch DJ win a hotel room at the FontainebRed’s rooftop event space. DJ Señor Academy leau, which Thrillist rebranded with Entertainment, Venue Stereo from event company OverJungle Island signage and designated activity throw, fire dancers, and the Miami Entertainment Miami areas, and access to its sponsored Heat dancers entertained throughCapoeira Project, Suénalo, events. About 200 people from out the night.

The Gurkha Cigars around the country, plus 100 locals The company held a farewell Sound Southern Audio Visual and national media, attended. breakfast at Gotham Steak on Transportation Coastal Car The festivities began on Friday Sunday morning before attendees Worldwide night with a welcome reception checked out. —D. Channing Muller

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.

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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 november/december 2010 75

010 2 F O BEST

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.

76

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 november/december 2010 77

010 2 F O BEST

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

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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.

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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.

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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

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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.

Steal These Ideas

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.

Steal These Ideas

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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

010 2 F O BEST

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)

More Ideas to Steal

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.

bizbash.com november/december 2010 89

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

New York New Venues BOWLMOR TIMES SQUARE

Strike Holdings, the operator of Bowlmor Lanes, opened a 90,000-square-foot outpost of the popular Union Square bowling alley inside the old New York Times building in November. The bilevel complex has seven themed areas, a 220-seat restaurant from David Burke, three lounge sections, and an area for private events. (West 44th St., 212.352.9207) OPENING SOON POLE POSITION RACEWAY

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

CONFERENCE & CONVENTION CENTERS APELLA

Opened in October is the Arthur Backal-operated Apella, a dedicated event and meeting space inside the new Alexandria Center for Life Science. Situated on the second floor of the East River-adjacent site, the event and conference center offers 10 spaces fully equipped for presentations, seated dinners, corporate meetings, and private receptions. Tom Colicchio’s Riverpark, partner restaurant and a neighbor inside the center, provides the catering.

(450 East 29th St., 2nd Floor, 212.706.4100) SCHOLASTIC PENTHOUSE SUITE

In August, Scholastic opened this duplex event space inside its SoHo headquarters. The elegant penthouse suite, which is fully furnished, is available for seated functions as well as cocktail receptions and holds 75 standing or 24 for sit-down lunches or dinners. As with Scholastic’s other venues, on-site catering and technology is provided.

(557 Broadway, 212.343.6215)

HOTELS CASSA HOTEL AND RESIDENCES

Opened in August, Desires Hotels’ Cassa Hotel and Residences is a 42-story property designed by Ten Arquitectos. Alongside the 57 apartments are 166 hotels rooms furnished with modern amenities. In addition to a restaurant, Cassa Hotel offers meeting spaces on the 10th floor, including a 1,000-square-foot suite with a 850-square-foot adjoining terrace. (70 West 45th St., 212.302.8700) CHATWAL NEW YORK

This Midtown property from hotelier Vikram Chatwal’s father, Sant Chatwal, opened in August. The space has 88 rooms and a design courtesy of architect Thierry Despont.

Meeting space for as many as 120 seated is available as well as an on-site bar and restaurant from Geoffrey Zakarian. (130 West 44th St., 212.764.6200)

holds 300 for receptions, and an adjacent boardroom has room for 12. (400 Fifth Ave., 212.695.4005)

Joseph and Lidia Bastianich and Mario Batali. (200 Fifth Ave., 212.229.2560)

W NEW YORK—DOWNTOWN

FOODPARC

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

Restaurateur Jeffrey Chodorow debuted FoodParc, a 20,000-square-foot food market and restaurant inside the newly opened Eventi hotel in September. The enormous, modern food court has gourmet stands and stalls for burgers, dim sum, and other dishes as well as a formal, sitdown restaurant. (851 Ave. of the Americas, 646.600.7140)

INDEPENDENT EVENT SPACES EVENT TENTS

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

(West 65th St., between Columbus and Amsterdam Aves., 718.499.2782)

RESTAURANTS OPENING SOON AI FIORI

In keeping with the growing number of chef-driven hotel restaurants, the Setai Fifth Avenue will open its in-house spot, a contemporary Italian eatery from chef Michael White. Slated for late fall, Al Fiori will be accented with black oak floors, limestone accents, and built-in bookcases and offer 185 seats for dining and a 40-seat bar. (400 Fifth Ave.) ATLANTIC GRILL LINCOLN CENTER

Replacing a 46-year-old Irish pub near Lincoln Center is a second location of Stephen Hanson’s Atlantic Grill. The new branch of B.R. Guest’s seafood house opened in September with 290 seats and a menu that includes sushi, sashimi, and meat entrées alongside a wide variety of seafood fare. (49 West 64th St., 212.787.4663)

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

ÇA VA

Opened in September is the James New York, sister hotel to the James Chicago. The boutique, 20-story property in SoHo has 114 rooms and a garden and lounge on the second floor. It will soon offer an as-yet-unnamed restaurant from a celebrity chef. (27 Grand St., 212.465.2000) SETAI FIFTH AVENUE

EATALY

In November, the Setai Fifth Avenue opened as a 157-room hotel near the Empire State Building. Stocked with a 185-seat second-floor restaurant from chef Michael White and an 11,500-square-foot spa on the fourth floor, the modern property also includes meeting space. Located on the third floor, the 2,394-square-foot Salon seats 180 or

Formerly known as the International Toy Center, 200 Fifth Avenue is now home to Eataly, a 32,000-square-foot site housing an upscale food and wine market, restaurants, and a rooftop beer garden. Opened in August, the project is a collaboration between the founders of Eataly in Turin, Italy, and the Batali-Bastianich Hospitality Group run by

This, the sister property to the Hotel Gansevoort in the Meatpacking District, opened in August with 249 rooms.

Located in Gramercy Park, the site also offers 13,000 square feet of outdoor rooftop space across three levels, an event space, and a 10,000-square-foot in-house restaurant. (420 Park Ave. South, 212.730.0100) JAMES NEW YORK

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Opened in September, this is the spin-off of Texan barbecue joint Hill Country. The restaurant occupies a 2,700-square-foot, bilevel space in the Flatiron District and offers 100 seats. Hill Country Chicken’s specialty is, of course, fried chicken and the space’s retro decor makes for a casual setting. (1123 Broadway, 212.257.6446)

Where to...

Done up in neutral tones with wood accents and comfy leather seating, Ça Va is a French brasserie from chef Todd English. Inside the new InterContinental Times Square hotel, the 125-seat eatery opened in July.

At the front is Ça Va Marché, a takeout market selling sandwiches, salads, and pastries. Farther in, an L-shaped bar sits between the roomy lounge and the 80-seat main dining room. To the rear of the venue is a private dining section that seats 56. It has audiovisual capabilities and walls that lower from the ceiling to split the area into three separate rooms for smaller groups. (310 West 44th St., 212.803.4545)

GANSEVOORT PARK

HILL COUNTRY CHICKEN

HURRICANE CLUB

In September, Michael Stillman and Craig Koketsu of Park Avenue Summer/ Autumn/Winter/Spring opened this Polynesian restaurant in the space once occupied by Porcao. Inside the expansive, 13,000-square-foot space designed by AvroKO are tiki-style embellishments such as rattan screens, brass leopard heads, forest greencolored banquettes, and Polynesian tattoo-inspired wallpaper. Divided into a collection of themed rooms, the Hurricane Club offers 250 seats. (360 Park Ave. South, 212.951.7111) LAMBS CLUB

Chef and restaurateur Geoffrey Zakarian opened this restaurant inside the Chatwal New York in August.

The Lambs Club offers 90 seats and a 2,500-square-foot lounge on the mezzanine. (130 West 44th St., 212.997.5262) LINCOLN

Accompanying Lincoln Center’s campus expansion is the addition of a Patina Restaurant Group establishment, which opened in September with chef Jonathan Benno—former chef de cuisine at Thomas Keller’s Per Se—at the kitchen’s helm. Designed as a glassenclosed structure with a sloping roof by architectural firm Diller Scofidio & Renfro, Lincoln sits at the northern end of the plaza and offers outdoor terrace eating, an upscale dining area, and a private dining room. (142 West 65th St., 212.359.6500) MARITIME PARC

Opened in September, Maritime Parc is a 30,000-square-foot restaurant and event space in Liberty State Park.

With views of the Statue of Liberty, the Stephanie Goto-designed venue offers a 90-seat eatery with a 100-person terrace and space for private functions on the second and third floors. As many as 500 guests can use the second floor for seated dinners; the third floor seats 150 or holds 400 for receptions. (84 Audrey Zapp Drive, Jersey City, NJ, 201.413.0050) RIVERPARK

In September, chef Tom Colicchio and ‘Wichcraft partner Sisha Ortuzar opened Riverpark, a 174-seat restaurant inside the new, East River-adjacent Alexandria Center for Life Science. Designed by architectural firm Bentel & Bentel, the contemporary interior is furnished with natural materials—burnished bronze, weathered oak, and brushed limestone—and floor-to-ceiling windows.

In addition to a 15-seat bar and a 44-seat patio, Riverpark offers a 150-seat private room, which can be divided into two smaller spaces. (450 East 29th St., 212.729.9790)

PHOTO: BIZBASH

ACTIVITY VENUES

Special Advertising Section

Production Company Directory Barkley Kalpak Associates

Pacific Coast Entertainment

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

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

7291 Heil Ave. Huntington Beach, CA 92647 T: 714.841.6455 F: 714.847.4271 pacificcoastentertainment.com

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

150 West 28th St., Suite 1001, New York, NY 10001 T: 888.245.4044 taylorcreativeinc.com Service Area: Nationwide

Fourth Dimension Events

Neptune Productions

Since 1983 Neptune Productions has been your special event technical services production company. Offering Lighting, Sound, Projection, LED Curtains, Staging, Video Multi-Cam, Design Services and Webcasting. We support you in a number of ways to deliver your key messages.

Your Vision • Our Expertise • The Perfect Event 1709 Standard Ave. Glendale, Ca. 91201 T: 818.637.8888 www.NeptuneProd.com

Corporate Audio Visual Services

82nd Annual Academy Awards Governors Ball © A.M.P.A.S. ® Photo by Line 8Photography. Produced & designed by Sequoia Productions.

Fourth Dimension is a technical production company that excels at meeting the needs of their clients with integrity and attention to customer service. Delivering innovative audio, video, lighting, and staging solutions to productions of every size. Staffed by a team of industry professionals who will bring your vision to life.

Making Your Events Shine for 25 Years.

P.O. Box 10999, Burbank, CA. 91510 T: 877.721.8045 F: 877.721.9986 www.fourthdimensionevents.com Service Area: Nationwide

111 North Lawn Ave., Elmsford, NY 10523 T: 800.488.8408 F: 914.592.1727 corporate-av.com Service Area: Nationwide

Our video, audio, lighting and staging equipment is cutting edge, but it’s our personal touch that has kept our clients coming back for over two decades. We offer complete audiovisual production and technical support services.

To advertise in BizBash advertorial directories, please contact Robert Fitzgerald at 646.839.6840 or rfitzgerald@bizbash.com.

Los Angeles New Venues BARS, LOUNGES & CLUBS

GARLAND CENTER

MUSEUM

BAR ROOM

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

NATURAL HISTORY MUSEUM

DRAI’S HOLLYWOOD

Nightlife entrepreneur Victor Drai has brought his namesake destination Drai’s Hollywood to the rooftop of the W Hollywood. The splashy space offers more than 20,000 square feet, with sweeping views and multiple areas for events. The 120-seat restaurant is helmed by chef Claude Segal and sits between the lounge and the rooftop pool and patio. (6250 Hollywood Blvd., 323.962.1111) EXCHANGE L.A.

The former Los Angeles Stock Exchange building has reopened as Exchange L.A., a nightlife and event venue with Art Deco character and original historic elements.

After a $5 million retrofit and restoration, the space began booking private events in June and is available for buyout with room for 1,000 people; permits can increase that number by several hundred. The entire venue is 25,000 square feet and includes four stories and four bars. (618 South Spring St., 213.627.8070) PREMIERE SUPPER CLUB

Vinny Laresca’s latest undertaking is 5,000-square-foot nightclub Premiere, which opened in September. The space opened as a midcentury Spanish theater inspired by the works of Gaudí and Dalí, but the venue will undergo revivals and reopenings as the seasons come and go. The venue aims to create the feel of a theater, with props, staging, and theatrical details. Premiere has room for 410. (1710 Las Palmas Blvd., 323.978.0730) STATION HOLLYWOOD

Station Hollywood opened at the W Hollywood earlier this year. Backed up against the M.T.A.’s Hollywood & Vine station, this outdoor bar and lounge has dark woods, woven resin chairs and a V.I.P. area. The venue’s 600-square-foot retractable screen, surround sound system, and HD projector are available for events. (6250 Hollywood Blvd., Hollywood, 323.798.1300) SUITE 700

The 71-room Hotel Shangri-La has opened Suite 700. The new rooftop bar and lounge from nightlife entrepreneur and designer Marc Smith has a Nautical Moderne design with unobstructed views of the ocean. Terraces offer plush lounge seating and fire pits. Inside, gray flannel covers walls, and there are etched mirrors, large windows, and a dramatic scalloped fireplace. The space is available for buyout, with room for about 75. (1301 Ocean Ave., Santa Monica, 310.394.2791)

RESTAURANTS ENTERTAINMENT VENUE

HARD ROCK CAFE—HOLLYWOOD & HIGHLAND CENTER

MUSIC BOX

The Hard Rock Cafe debuted in the Hollywood & Highland Center in July. The 20,000-square-foot venue can hold 906 guests and is Hard Rock’s second location in Hollywood. A private room seats 40. The whole restaurant is convertible into a live music space at full capacity. Memorabilia includes Jim Morrison’s pants and a 1965 letter from Janis Joplin. (6801 Hollywood Blvd., Hollywood, 818.622.7660)

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

HOTELS ANDAZ WEST HOLLYWOOD/ RH

The hotel has 5,500 square feet of indoor meeting space.

Additional meeting spaces include a rooftop deck and heated pool area for 100, and a 100-seat French restaurant, RH. A 62-squarefoot private room at RH, known as the wine gallery, seats 25 for a meal. (8401 Sunset Blvd., 323.656.1234) Group With

Where to...

Take a Dietary Restrictions

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

TAR PIT

Tar Pit is a luxe Art Deco-inspired bôite with ornate chandeliers, mirrored walls, and leather banquettes. The space can seat more than 90 or hold about 150 for receptions. The new project from Mark Peel and Audrey Saunders offers artisanal cocktails, bar fare, and a full menu. Tar Pit is available for buyouts for events, but there are no private rooms.

(609 North La Brea Ave., 323.965.1300)

CONFERENCE CENTERS OPENING SOON FAIRPLEX CONFERENCE CENTER

In February 2010, the Fairplex in Pomona held a groundbreaking ceremony for its conference center, an 85,000-square-foot high-tech venue suited for trade shows and meetings. The ceremony marked the beginning of a yearlong construction project. Incorporating the conversion of a 33,600-square-foot exhibit building into the development of a new 50,000-square-foot structure, the new center will play up the existing Art Deco qualities of the Fairplex grounds, as well as the parklike setting.

(1101 West McKinley, Pomona, 909.623.3111)

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

FOUR SEASONS LOS ANGELES

One of the final pieces of the Four Seasons Hotel Los Angeles at Beverly Hills’ $33 million renovation project is Culina, Modern Italian, where a private room holds 40 and a semiprivate glass-enclosed room seats 10. The airy new restaurant has indoor and outdoor dining and a bar and lounge area with an interactive crudo bar.

(300 South Doheny Drive, 310.273.2222) JW MARRIOTT AT L.A. LIVE

This new 878-room hotel at L.A. Live shares a 54-story tower with the new Ritz-Carlton. The hotel offers 75,000 square feet of indoor meeting space, including the 26,000-square-foot Diamond Ballroom, two smaller ballrooms, nine meeting rooms, and two boardrooms. The hotel has a restaurant, a wine bar, and a rooftop lounge. (900 West Olympic Blvd., 213.765.8600)

OLIVE KITCHEN & BAR

The Olive Kitchen & Bar, owned by Greg Morris, opened inside the Grafton Hotel on the Sunset Strip. The restaurant offers casual fine dining and California-Italian cuisine. Olive Kitchen & Bar has a capacity of 60, with room for 10 on the pool deck and eight at the bar. The dining room is open until midnight and the bar until 2 a.m. daily. (8462 Sunset Blvd., 323.650.1250) TIATO

The An Catering family has opened a new restaurant in Santa Monica, known as Tiato. The space seats 200 inside the 2,414-square-foot cafe and 300 in the 4,300-squarefoot patio garden. The venue has a total standing capacity of 500, and the bar fits 17. There is also a 240-square-foot private dining room for 14. (2700 Colorado Ave., Santa Monica, 310.866.5228) TIGER

Tiger restaurant opened in April. The sushi restaurant is available for buyout with a total capacity of 100. Design firm iCrave is behind the natural, wood-filled look of the venue, which serves what it calls “post-Asian” cuisine, meaning new dishes that strive for innovation alongside well-known classics. The menu includes traditional sushi rolls, signature rolls, robata, and other hot and cold dishes.

(340 North Canon Drive, Beverly Hills, 310.274.3200) UPPER WEST

INDEPENDENT EVENT SPACES CONCRETE LOFT

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

Eve on Nemo is a new multi-use venue that seats 70 or holds 100 for receptions.

It has a full kitchen, 1,300 square feet of indoor space, and a patio with a stone fire pit—since L.A. winters often allow for alfresco events. Chandeliers, birdcages, and a live-succulent-framed mirror round out the decor. (9045 Nemo St., West Hollywood, 310.278.8181) 650 NORTH

Opened in the former Republic space, 650 North is a newly remodeled venue in West Hollywood. The 14,000-squarefoot property has two levels and a maximum event capacity of 1,200 guests with the right permits, or 180 for a seated event. There is an adjacent 5,000-squarefoot outdoor area for use for large events. (650 North La Cienega Blvd., West Hollywood, 310.360.1600)

92 bizbash.com november/december may/june 2010 2010

LA SANDIA MEXICAN KITCHEN & TEQUILA BAR

This venue, from chef Richard Sandoval and business partner Maestro Placido Domingo, offers Mexican cuisine and an extensive tequila bar. There are 175 seats in the main dining room and 25 for communal dining. A patio lounge has room for 16 seated guests, while the front and side terraces hold 25 each and the bar and lounge seats 50 or holds 60 for cocktails. La Sandia’s bar includes more than 250 different tequilas and mezcals. (395 Santa Monica Place, Santa Monica, 310.393.3300)

As its name implies, the design for this new restaurant is meant to evoke New York, with 28-foot ceilings, and open kitchen, and urban-rustic decor that channels loft life.

Upper West has a 27-foot bar with hightop tables, couches, and a substantial list of specialty cocktails. In addition to its main dining room, there is an 800-square-foot patio.

The venue has room for 125 for a seated event or 170 for a reception. (3321 Pico Blvd., Santa Monica, 310.586.1111) WATERLOO & CITY’S

Officially opened in May in Culver City, Waterloo & City’s main dining area and patio seat 145 guests; the bar seats 30. The venue is available for full buyout on a case-by-case basis, with preference given to daytime events. Groups of as many as 15 may dine in a semiprivate section of the restaurant.(12517 Washington Blvd., 310.391.4222) XINO

Restaurateur Chris Yeo recently opened, Xino, a Chinese restaurant and cocktail den, on the Dining Deck at the redone Santa Monica Place mall. Xino is divided into four spaces: the front bar and lounge area, a main dining area, and dining patio. The capacity is 470 total, 285 inside and 185 outside. The venue is available for buyouts. Xino offers a menu of modern and upscale Chinese cuisine.

(395 Santa Monica Place, Ste. 308, 310.755.6220) ZENGO

Chef Richard Sandoval and partner Maestro Placido Domingo opened this Latin-Asian venue in August. The space holds about 350 for a reception, and a private dining room has room for six for a seated event, or 15 for cocktails. A patio holds 80 for a reception. Zengo has ethnic touches—teal, glazed red tile, brown leathers, and black concrete tile flooring. The north facade is comprised of movable glass walls that open to the covered patio. (395 Santa Monica Place, Santa Monica, 310.899.1000)

PHOTO: CLAIRE THOMAS

Porta Via owner Peter Garland opened the Bar Room adjacent to his Canon Drive restaurant in Beverly Hills.

Designed by his wife, Jill Garland, the Bar Room offers cocktails, beer, and wine, along with small plates of popular Porta Via dishes in an upscale, publike setting. The venue holds 80 and has a glass-topped communal table made from an old iron door with room for 10. (428 North Canon Drive, Beverly Hills, 310.274.6534)

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

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

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

Each venue was selected for its high environmental standards.

G.E.M. is a collaboration among the Green Meeting Industry Council, Classic Party Rentals, and BizBash Media. For more information, please contact Nicole Edwards at nedwards@ classicpartyrentals.com.

(310.535.3660 ext. 320, bizbash.com/gem)

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

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

FEATURING

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

Tickets Available Now!

www.sobefest.com | 877-762-3933 73(;05<4 :765:69:

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PRESENTING SPONSOR

HOST SPONSORS

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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 bamboozled. 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?

96 bizbash.com november/december january/february 2010 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

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