DESTINATION

DESTINATION RED WING

BETWEEN A BAY AND BLUFF

Red Wing’s impeccable views, convenient location and quaint downtown make it a great location for Midwest meetings.

BY KASSIDY TARALA

IF YOU’RE LOOKING FOR a culturally diverse, historic spot for your next meeting or event but want to avoid the bustling city streets of Minneapolis or St. Paul, Red Wing just might be the perfect location for you.

Located just an hour south of the Twin Cities metro, Red Wing is the ideal location for those looking to get away without getting too far away. From its outdoor adventures to the museums and theater, Red Wing offers teambuilding activities for everyone’s speed.

“We have a wide range of options for group activities, including boating, wine tasting, performances at the Sheldon Theatre, biking, hiking, yoga, culinary, history tours, art walks, scavenger hunts, trivia nights, skiing and more,” says Arloa Bach, executive director of the Red Wing Visitors & Convention Bureau.

Stay for a While

One of Red Wing’s historical treasures is the St. James Hotel. With a charming red brick exterior and blast-from-the-past interior, the St. James Hotel is great for an old-timey meeting or corporate retreat.

“The St. James Hotel blends tradition with contemporary sophistication. Built in 1875 along the iconic Mississippi River and majestic bluffs, we are a pillar of a hardworking, timeless and charming community. We have a way for making history happen,” says Marilyne Boutellier, the hotel’s director of sales and marketing.

The St. James Hotel has been locally and

St. James Hotel

A guest room at the St. James Hotel

NEARBY & NOTABLE

Not only is Red Wing loaded with its own unique venues and meeting spaces, but it’s also nearby some of Minnesota’s largest and most popular venues. Treasure Island Resort & Casino is less than a 20-minute drive from Red Wing and boasts 50,000 square feet of event space. Among its meeting spaces are the 30,000-squarefoot Event Center; Barbados Ballroom, which can accommodate up to 180 guests; Paradise Cove, which can accommodate up to 350 guests; and the Private Charter, a 100-passenger yacht offering cruises down the Mississippi River.

Also nearby is the Cannon River Winery, just a half hour from Red Wing. The Cannon River Winery can accommodate groups of 20-250 guests and offers a variety of meeting packages including traditional wine tastings, dinners, hors d’oeuvres, instructed painting classes, canoe trips down the river and more.

For the adventurous groups, it’s helpful to know that the Welch Village is just a 20-minute drive from Red Wing. Welch Village offers skiing and snowboarding for groups of 15 or more. Groups can hit the slopes for $25 per weekday, $40 on the weekend before 3 p.m., or $30 on the weekend after 3 p.m. Don’t have your own gear? Not a problem. Welch Village also offers group rentals ranging from $5-25.

CANNON RIVER WINERY cannonriverwinery.com 507.263.7400

TREASURE ISLAND RESORT & CASINO ticasino.com 800.222.7077

WELCH VILLAGE welchvillage.com 651.258.4567

DESTINATION RED WING

family-owned since it opened more than 140 years ago. “We pride ourselves on preserving a forgotten era in a connected world. Each venue offers a unique experience tethered to the past while incorporating premium full-service amenities to celebrate life moments to weekly meetings,” Boutellier says. “The St. James is the place to connect and reconnect.”

While the hotel is known for its beauty and historical charm, its abundance of meeting and event spaces is surely a reason for its popularity among groups. The hotel boasts several cleverly named meeting rooms, including the Summit Room, Oak Room, Mainstreeter Room and the Victorian Dining

The Walsh House

Room. All range in size from 194 square feet (the Private Dining Room) to 4,476 square feet (the Summit Room).

When you’re ready to get out of the meeting room, join your group in one of the St. James Hotel’s many team-building activities. From disc golf and biking to a paddleboat cruise and kayaking on the Mississippi River, the possibilities are endless for your team to let off a little steam after a long day of meetings.

Not only will your group experience some great adventures, but they’ll also save at the St. James Hotel. “We offer special rates for groups of 10 or more people. We also offer specials throughout the year,” Boutellier says, who

BY THE NUMBERS:

17,000 SQUARE FEET OF EVENT SPACE AT THE ST. JAMES HOTEL 9,500 PIECES OF STONEWARE, ART AND DINNERWARE IN THE RED WING ART MUSEUM 530+ HOTEL ROOMS IN RED WING 45 MILES FROM ROCHESTER 100+ YEARS THE RED WING GOLF COURSE HAS BEEN OPERATING 90 YEARS THAT THE CLAY INDUSTRY HAD A PRESENCE IN RED WING 67 GUEST ROOMS AT THE ST. JAMES HOTEL 50 MILES FROM THE TWIN CITIES 11 MEETING ROOMS AT THE ST. JAMES HOTEL 4 BED AND BREAKFASTS IN RED WING $0 TO PARK IN DOWNTOWN RED WING

also recommends requesting a meeting guide through the website.

While the St. James Hotel already has a lot to brag about, it’s not quite done expanding. Yes, you will see lots of changes in the coming years. The hotel added an outdoor patio this past summer an event space, which can hold up to 150 people, this past fall.

“The Veranda restaurant will be renovated this winter. It will be closing on Dec. 2, 2019 to reopen on Mother’s Day of 2020. We will be adding a tasting room and bakery to open in 2020. We will be able to make our own pastries, wedding desserts, cakes as well as breads,” Boutellier adds. “We are also planning to add 34 rooms to bring the total count to 101. Construction should start in 2020.”

Fore!

Whether you’re an avid golfer or prefer sticking to putt-putt, the Red Wing Golf Course has fun for everyone in the group.

“Our course is challenging, unique and beautiful. We are conveniently located moments from downtown Red Wing yet nestled into the bluffs. We have great food options at Nineteen Bar and Grill during the day for golf outings, and our newly renovated

DESTINATION RED WING

Red Wing Golf Course

event space, The Skyroom, can accommodate up to 300 guests,” says Director of Sales Brittany O’Neil.

Not only can groups show off their skills on the green, but they can find hiking, biking and even rock climbing at the Red Wing Golf Course. Plus, there are multiple options for breakout sessions at Nineteen Bar + Grill or The Skyroom.

“Depending on the size of the group, The Walsh House could accommodate some activities as well, or house guests overnight,” O’Neil adds.

The Walsh House is a four-bedroom, four-bathroom home with an expansive yard and front and back porches, perfect for intimate gatherings.

“When you’re inside, you feel secluded, yet you are really close to the 18th hole and the clubhouse—just a minute’s walk,” O’Neil says. “The Walsh House is also so close to downtown Red Wing, with food and entertainment options—it’s ideal.”

The Walsh House also has a full kitchen, so guests can bring their own food or store their leftovers while they head out for a game of golf.

Nineteen Bar + Grill offers a full menu, which features a long list of sandwiches, pizzas and its famous Friday Fish Fry. Events in The Skyroom are catered by River Valley Catering and can have two full bars.

“Until not too long ago, the course was private, but now the course is public, and we have these gorgeous updates to every aspect of the experience here, we really hope to be on people’s radar,” says O’Neil. “One of our

tag lines is ‘Elevate your Game’ since we are in bluff country and the course offers vistas and curves that you find in this type of terrain, but we as a property have really elevated our own game, too.”

A Potter’s Paradise

The clay industry was a booming one in Red Wing from 1877 to 1967. Businesses like Red Wing Union Stoneware, Minnesota Stoneware, North Star Stoneware, Red Wing Stoneware and Red Wing Potteries produced stoneware, art and dinnerware that is now featured in the Pottery Museum of Red Wing.

“We move pieces in and out of the exhibits and highlight one or two large exhibits each year. Our current exhibits include ‘MidCentury Kitchen’ and ‘Red Wing Saloon,’” says Museum Director Char Henn.

Not only is the Pottery Museum of Red Wing home to a plethora of unique stoneware, but it also hosts open houses, family reunions, community meetings, conferences and school groups in its Potters Hall.

Potters Hall can be configured for groups’ needs and can hold up to 83 with tables and chairs or 179 with just chairs. It also has Wi-Fi and A/V equipment available. A modern prep area is available for caterers within the meeting space area.

“We can work with groups on different [team-building] exercises they would like to incorporate,” Henn says. “We have a resident potter that we could bring in, too.”

Get Connected

POTTERY MUSEUM OF RED WING potterymuseumredwing.org | 651.327.2220

RED WING GOLF COURSE redwinggolfcourse.com | 651.388.9524

RED WING VISITORS & CONVENTION BUREAU redwing.org | 651.385.5934

ST. JAMES HOTEL st-james-hotel.com | 651.388.2846

ON AN ISLAND Meet

Sometimes business has to be taken care of, and sometimes it has to be in person. With 50,000 square feet of flexible meeting space, state-of-the-art a/v equipment, nearly 800 hotel rooms and award winning catering, Treasure Island is the perfect place to stay connected with your clients, partners and vendors. Let’s get down to business together.

TIcasino.com | 1-800-222-7077

© 2020 Treasure Island Resort & Casino

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What Could Go Wrong?

By Megan Gosch

EMERGENCY MANAGEMENT EXPERTS, LOCAL PLANNERS AND LAW ENFORCEMENT PROFESSIONALS TALK TIPS, TOOLS AND TOP-OF-MIND CONCEPTS TO KEEP EVENTS SAFE AND RUNNING SMOOTHLY.

By the time the now-iconic photo of one Fyre Festivalgoer’s pitiful cheese sandwich had gone viral, social media platforms and news outlets were abuzz with shock and bewilderment—questioning how the seemingly star-studded island excursion could have resulted in half-built FEMA-issued tents, cancelled musical acts and stranded attendees. But for seasoned planners, the legendary disaster was just another in a slew of daily reminders on the importance of contingency planning and the true value of the many hours spent crafting alternate options for the emergencies they hope will never come to pass.

While most planners are well-versed in the basic elements of contingency planning, we checked in with crowd and emergency management experts, local planners and law enforcement professionals to talk tips, tools and concepts for planners to keep topof-mind when planning their next event.

HIT REFRESH

Just as custom reigns king in today’s event design, food and beverage, and décor, cookie-cutter plans won’t do in case of an emergency—a concept planners likely already know but need to dedicate more time and effort to.

“To effectively manage an issue as it arises, contingency plans should be unique to that event,” says Rick J. Kaufman, APR, executive director of community relations and emergency management for Bloomington Public Schools. With over 30 years of emergency management experience, Kaufman also works as a consultant to other schools and organizations across the country and finds that although most clients come to him with a plan already in place, many are years old or too incomplete, requiring an audit for vulnerabilities or any possible gaps in operational response.

“A solid plan should consist of elements of prevention and intervention, response and recovery and a crisis plan. The contingency plan should also account for the needs of the client, and attendees, event activities and location specifics,” he says. “In most cases starting with a general framework is OK, but you need to get more specific and drill down from there. You need answers to big questions and that effort takes a significant amount of time.”

For some, finding enough time to contingency plan may be the biggest challenge. “Unfortunately for most people, that planning isn’t a priority until something goes wrong,” says Meghan Gustafson, director of events and programs for the mpls downtown council. “I am fortunate to have worked for organizations that take it seriously and make contingencies a part of each event but the task can seem overwhelming. Starting with a communication plan and building from there is a good start, but revisiting past plans to update with what you’ve learned from previous years can help to make that task less daunting.”

TEAM EFFORT

“At their events, planners are in a unique role in that they are the most knowledgeable person in the

room. They are the experts in their circumstances,” says Steven A. Adelman, an expert in safety and security at live events, head of the Adelman Law Group, PLLC and vice president of the Event Safety Alliance.

“As attendees, we tend to be anti-authoritarian when we go out to play. We don’t listen to directions or pay attention very well. We’re more concerned with who’s going to win or who’s coming out on stage or what’s the next cool display. We’re looking for our friends. We’re not looking at signage, we don’t notice exits and we probably can’t hear your PA announcements, so we’re really relying on event organizers to have the answers if anything bad happens.”

And while that may seem daunting to some, experts like Adelman and local event professionals like Ann Dunne, assistant general manager for the U.S. Bank Stadium, agrees it’s important that planners remember they aren’t in it alone. Successful contingency planning relies heavily on a team approach, delegation and strong, clear communication.

“You just can’t do it all yourself. It’s incredibly difficult to accomplish most other elements of the event planning process on your own, let alone the management of contingency elements like security efforts or community relations. As a planner, you do need to take ownership over the safety and security of your employees and guests and work towards that every day. But on the whole, planning for contingencies should be a team effort and that’s where communication with internal staff and external resources is key,” says Dunne.

Just as planners maintain clear and consistent channels of communication with event partners, from clients and internal staff to A/V providers and custodial staff, to ensure day of production goes off without a hitch, planners must consider how contingencies can impact all involved with their events and communicate accordingly.

“You don’t want to get caught flat-footed. Issues that pop up are only exacerbated when the left hand doesn’t know what the right is doing,” says Kaufman. “Everyone needs to know where direction is coming from, what their roles are and who is responsible

Build Your Network

With over 17 years of experience in the event industry, including production of Minneapolis’ annual Holidazzle and Aquatennial celebrations and the Basilica Block Party, mpls downtown council Director of Events and Programs Meghan Gustafson has not only built strong working relationships with local vendors and suppliers, but also with local law enforcement, city officials and colleagues.

“[When it comes to contingency planning,] a multifaceted approach is the best way to make sure you have all your bases covered. Talking with local experts through the process, whether that’s law enforcement, emergency responders, insurance or legal representatives, or other people who work on similar events in your industry will only strengthen your planning,” says Gustafson.

“Talking with your city permits office, local police and other government entities can also be a time-saver. Their input and advice can usually provide you with helpful contacts and tips you can use as a start,” she says.

Gustafson also recommends planners check for resources from agencies like the Department of Homeland Security (DHS). “Resources like the ones provided by the DHS (ready.gov) are fairly new, but due to all the issues happening at events around the world, there really needs to be more collaboration and dialogue happening with the events industry and these departments and law enforcement are really starting to connect with event producers to create connections so that we can all work together to keep people safe.”

MEGHAN GUSTAFSON

Director of Events and Programs, mpls downtoan council

for what, and they need to be adequately trained to take on those roles. Any confusion on those expectations can slow down response time and cause more distress or panic.”

“Most people don’t think to share pareddown versions of their plans with their on-site vendors and partners, not just their planning team,” says Gustafson. “Does your committee know they shouldn’t call 911 for a medical emergency because you have all the resources needed on-site and getting an ambulance into the site will cause more challenges and add to response time? Does your A/V vendor know who to call if they see something suspicious? You also need to prepare your leadership team and educate them on your plans so that, should something go wrong, they aren’t surprised and can support your efforts.”

QUESTIONS ARE KEY

“Really, when it comes down to it, contingency planning is all about asking good questions,” says Adelman. When crafting a thorough contingency plan, planners may turn to local law enforcement and emergency responder professionals for help, “and that’s a great place to start but there needs to be more of a dialogue.”

“No matter how much time I might spend with a client, I’m never going to be as knowledgeable about their event as they are. I do know where things tend to go wrong and I know what the existing guidance is to help mitigate some of those risks. Experts may know enough about human psychology or a specific security issue, but planners need to take what they’ve learned from those conversations and adapt it to their events. The better and more specific the questions, the better prepared they’ll be,” Adelman says.

Kaufman concurs: “Your plan can only be strengthened by the answers you’ve gathered along the way. What are the hazards to your event? Are they geographical? Are they intentional? Will dignitaries attend? Will alcohol be served? Who will provide the security and what are they responsible for? What time will doors open? What time does the event end? Which exits and entrances will be used? Your questions will range from broad high-level to the minute detail, but this is a time you don’t want to hold back. It can sound elementary, but understanding that questions like these are your tools can be powerful and keep you prepared.”

BIG PICTURE

Unfortunately, while man-made hazards and acts of violence continue to dominate news cycles and loom as a potential threat throughout the event planning process, experts worry planners may begin to miss the forest for the trees with less attention paid to other likely risks.

“The inclination is to react to what we see in the headlines. We have far too many instances of active shooters, so we pay a disproportionate amount of our attention to guns relative to the likelihood that we will have a gun-related incident at our event,” says Adelman. From the placement of directional signage and seating or stage setup to the event of a flood or an attendee health or medical emergency, “we need to be able to deal with crowd management apart from active shooters because crowd management must be done regardless of the reason the crowd needs to be managed. This can get us out of the trap of thinking only of guns,” says Adelman.

Kaufman also advises planners to focus on the task at hand when planning for the worst-case scenario: the response. “We often focus too much on the threat and less on the response specific to that emergency. ‘Active shooter’ may be the buzz word these

It Takes a Village

When hosting events at the U.S. Bank Stadium practice, community coordination and idea sharing are especially vital.

For U.S. Bank Stadium Assistant General Manager Ann Dunne, who oversees the booking of events large (accommodating up to 70,000 guests at any given time) and small from start to finish, communication with event partners could not be more important when it comes to contingency planning.

With events taking place at the stadium almost every single day, Dunne’s seasoned team works tirelessly community-wide to ensure guests enjoy a safe visit. “We’re in constant communication with stadium partners, so everyone from our food and beverage and security teams to the stadium’s cleaning and guest services crew as well as community service partners including HCMC, the Minneapolis Police Department, the local fire department, Metro Transit and even the FBI and the Department of Homeland Security are all up-todate on event plans,” says Dunne. “With a venue as large as ours, those community members need to be in the loop so they can also efficiently manage safety throughout the city.”

And while the stadium has a proven track record for hosting major events without a hitch, Dunne says her team is always eager to learn from others. “Our company, ASM Global, manages over 300 venues across five continents including six other NFL stadiums, and with that network we’re able to share best practices and learn from other teams to develop some really creative event solutions. It’s been such an amazing resource to have on hand.”

ANN DUNNE

Assistant General Manager, U.S. Bank Stadium

days, but any number of threats could emerge that require a similar response protocol,” he says. “The reality is it’s about responding to situations we don’t have all of the information for. I counsel clients to concentrate on and practice drills using consistent protocols to create cultural conditions so that they know what to do in a real-world situation.”

In consideration of the potential for violence at live events, Adelman also notes planning for substance as well as perception. “The fear of acts of violence is far more widespread than the acts of violence themselves, but addressing perception can enhance attendee confidence. Obviously you want to have the basics—security perimeters like a physical fence or use of bollards and a check of guests and their bags at the point of ingress, wayfinding signage and clear directions to exits—because visual deterrents not only help prevent bad behavior, they provide a sense of confidence to guests. In the past, uniformed security guards might have caused alarm, but these days when they see security, guests are more likely to think, ‘great, they’re considering our safety,’” says Adelman.

ON THE RADAR

While active shooters may be one of the most concerning threats facing today’s live events, experts advise planners also keep issues like cyber security and climate change in mind.

“Climate change should be on everyone’s radar and may actually impact the live event industry disproportionately due to the number of events that take place outside of brick-and-mortar venues. As our climate becomes less stable, we have an increased potential for severe weather evacuations, underscoring the importance of having a severe weather action plan. Planners will need to stress site planning as well as access to accurate weather information. Hint: Your cell phone app is not a reliable source of GPS-located weather information,” says Adelman.

“Research suggests issues like climate change are going to have a greater impact on events and lead to further disruptions in the industry, but today’s political climate also poses a threat. As we begin to see more cases of protest and civil unrest—in Minnesota, that’s resulted in freeway closures and airport disruptions—planners need to begin to plan for politically-motivated issues as well,” says Kaufman.

POWER IN PLANNING

Most importantly, although the complex process of contingency planning may be nerve-wracking at times, Adelman encourages planners to embrace the power that the practice can bring planners.

“Understanding crowd management and contingency planning gives people— regardless of age, skill set, education level or expertise—helpful things they can do in an emergency that are within their power,” says Adelman. “Being told to stand in a corner and wait for further instruction— that’s disempowering. But when you break things like an evacuation plan for severe weather or finding back-up entertainment for an artist that can’t perform down into fairly simple, easily achievable elements, there’s something everyone can do to help solve a problem and to help keep people safe—that’s empowering.”

Tools of the Trade

While the ideal combination of guides, websites and services will vary by event, local planners and industry experts have recommended a few of their go-to tools:

American National Standards Institute (ANSI): A private not-for-profit organization fostering national safeguarding standards for a range of industries, including the field of safety and security. ANSI will publish a new Crowd Management standard in early 2020 to provide planners with key questions and authoritative crowd management guidance for planning safe and secure events. ansi.org

Event Safety Alliance: Dedicated to helping event professionals mitigate foreseeable live event risks through education, skills training and advocacy, this nonprofit creates resources for planners like its Event Safety Podcast (an ongoing discussion for ideas and news from the world of live event safety), Event Safety Access Training (an online program for professionals in all aspects of event production), and "The Event Safety Guide," the country’s first published safety guidance manual created specifically for the live event industry. The Guide compiles relevant safety standards, insight from industry experts and reasonable operational practices regarding emergency planning, weather preparedness and more. eventsafetyalliance.org

The National Oceanic and Atmospheric Administration’s (NOAA) National Weather Service: The national organization provides weather, water and climate information for the general public, but can also help planners prepare for hazardous conditions that may put attendees in harm’s way. Planners can register their event with the organization’s local branch for assistance with accurate day-of forecasting. noaa.gov, weather.gov

National Center for Spectator Sports Safety and Security (NCS4): As one of the world’s leading academic research institutions in addressing sports safety and security risks and threats and offers planners a variety of online resources, best practice guides and more. ncs4.usm.edu

Tips from the Pros

Minneapolis Police Department Lieutenant Mark Klukow and Phil Schliesman, Block Event Special Event Committee coordinator for the City of Minneapolis, share their tips for successful community and public sector relationship-building.

Plan your event twice:

“I tell all new planners I work with to double the time they’ve spent planning event version A. You need a back-up plan for everything so you essentially need a second event ready to go at the drop of a hat,” says Schliesman.

Be realistic:“Planners are often looking through rose-colored glasses when it comes to envisioning their event on the perfect day, especially when it comes to outdoor events in public spaces. These spaces may be someone’s home 365 days a year and planners often overlook the unsheltered people they may be displacing when they’ve repurposed a public space,” says Klukow.

Air-tight weather plan:

“You’d be surprised at the number of times we’ve had to ask, ‘What’s your weather plan?’ to even the most experienced planners. Who’s going to monitor the weather in the days leading up to your event? At what temperature will it be too hot? At what temperature will it be too cold? How much humidity is too much? You need these answers well in advance,” says Schliesman.

Make an appearance: “If

you’re trying to establish a relationship with a public sector or law enforcement contact, you need to meet them faceto-face—that’s across the board. The worst thing you can do is send an email and wait for a reply. You have to build up that rapport and that relationship is best established in person. The pros become regulars, stopping by throughout the year to check in and stay ahead of what’s new or might be changing,” says Schliesman.

Find a mentor: “I try to

guide contacts to fellow planners who are steeped in experience. The goldstandard planners are generally producing major events like the Basilica Block Party, the Twin Cities Marathon, the Twin Cities Pride Festival or the Minneapolis Aquatennial. New startups should find time to meet with these folks and experienced public safety partners to learn the pitfalls before they get too deep into their first event. It’s a favor to themselves as much as it is to us as community partners,” says Klukow.

MARK KLUKOW

Minneapolis Police Department Lieutenant

PHIL SCHLIESMAN

Block Event Special Event Committee Coordinator

SYN ERGY THE LOCAL INDUSTRY BANDS TOGETHER TO MAKE MINNEAPOLIS SHINE DURING ILEA LIVE 2019.

PHOTO: JOE SZURSZEWSKI PHOTOGRAPHY LLC By Megan Gosch & Morgan Halaska

CHRISTIE ALTENDORF & MEGHAN GUSTAFSON

D’AMICO CATERING ILEA BRANDING AT MACHINE SHOP

OPENING PANEL AT HYATT REGENCY MINNEAPOLIS

With the goal of creating an environment that offers compelling education, authentic experiences and intentional connections, ILEA (International Live Events Association) Live 2019 brought planners from around the world in early August 2019 to inspire creativity, network with like-minded people, celebrate the industry and get to know Minneapolis.

Local Representation

It was the host committee’s task to make sure attendees experienced Minneapolis and St. Paul. “There were local touches woven throughout every turn,” says Christie Altendorf, co-chair of ILEA Live 2019. “It was important to everyone on that team from the very beginning that Minneapolis was not represented in a way that focused on flannel, campfires and canoes. While those things are very much a part of our great state, they only scratch the surface when it comes to showing the real Minnesota. In addition to our incredible natural resources, the committee chose to highlight the commitment that the Twin Cities has to some of the best things in life: delicious food, transformative music, and an art and theater scene that is second to none.”

Meet Minneapolis, a member of the host committee, welcomed guests with a booth at the airport and hosted a custom website for attendees. Mayor Jacob Frey spoke at the opening session. Izzy’s Ice Cream was served after the session with Maria Moyano of Museum of Ice Cream. Attendees could also sign up for tours of Surly Brewing Company and Paisley Park, go behind the scenes of the X Games at U.S. Bank Stadium and work out with Alchemy 365 at the Minneapolis Sculpture Garden.

Hyatt Regency Minneapolis was the conference’s main hub for educational sessions, and McNamara Alumni Center, Machine Shop, First Avenue, Walker Art Center and Orchestra Hall hosted some of the conference’s ancillary events.

D’Amico Catering played a big part in feed-

MACHINE SHOP

U.S. BANK STADIUM TOUR

ing (and wowing) guests. Altendorf, who is also the senior event planner and marketing manager for D’Amico, worked with culinary and production teams to design some of the ancillary events. In partnership with the McNamara Alumni Center and Todd Pinzuti of Bungalow 6 Designs, D’Amico served lunch to the participants of the Global Event Forum, a two-day summit that brought together some of the brightest people in the industry. “Feeding those minds was of great importance, and the gorgeous setting, table and menu were all designed to satiate both the eye and the palate,” she says.

The ILEA-MSP Chapter event, No Coast Up Close (a ’70s Yacht Rock-inspired event), welcomed everyone into town. A “Caviar Bar” (with faux caviar made up of small beads created via molecular gastronomy from different liquids) sat within an ice sculpture, while the Oyster Dessert Belt had chefs serving a white chocolate yuzu truffle “pearl” on a gold painted oyster half shell from a leather belt with silver buckets, traditionally used for shucking oysters. D’Amico’s executive pastry chef Leah Henderson created miniature desserts for the Esprit Awards Gala at the Walker Art Center, including Salted Butterscotch Lollis, Malted Raspberry Meringue Tartlets, Black Currant Pistachio Parfaits, Dark Chocolate Black Cherry Bon Bons and Northern Lights Geode Macarons (“the perfect way to end the celebration on the rooftop of the Walker overlooking the skyline of Downtown Minneapolis,” says Altendorf).

Supporting Cast

“The most energizing part of this conference being in Minneapolis was seeing the excitement and growth that it brought the local event industry and how passionate everyone was about showing who we are as a community,” says Altendorf. “We are unique in that collaboration truly does trump competition here and the fact that it was exemplified on the international stage is a true testament to the character that embodies the Twin Cities.”

Minneapolis Host Committee

Conference Co-Chairs:

Meghan Gustafson (mpls downtown council)

Christie Altendorf (D’Amico Catering)

Opening Party:

Jim Leighton (RAIN Events), Jolene Ihle (Entourage Events Group) and Leah Anderson (Entourage Events Group)

Esprit Awards:

Matthew Trettel (The Wedding Guys), Ryan Hanson (BeEvents) and Ellaina Henke (The Wedding Guys)

Sponsorship:

Susan Diamond (Jigsaw Unlimited)

Admin:

Lataya Williams (U.S. Bank Stadium)

MSP Welcome Reception:

Jessica Barrett (Machine Shop)

Volunteers:

Connor Myhre (W20 Group) Ariel Gutierrez (Augsburg University)

Minneapolis Ambassadors:

Madonna Carr (Meet Minneapolis) Erica Bergum (Meet Minneapolis)

Experiences:

Jodi Collen (Be The Match), Gretchen Culver (Rocket Science Weddings & Events), Kim Fischer (CWT Meetings & Events) and Sarah Johnson (Machine Shop)

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The Purple Party

Jolene Ihle of Entourage Events Group endeavored to give the 500 guests at ILEA Live’s opening night party at First Avenue (dubbed the Purple Party) real VIP treatment. “I really wanted to keep a genuine music club feel, an authentic experience where everyone felt like they had a place in the venue and where they felt welcomed and able to let loose in their own way,” she says. The first stop was for attendees to line up on a red carpet along the Star Wall to have their photo taken, which The Brand Booth used to create a name badge that hung from a lanyard.

“Discovery moments” were planted in First Avenue’s nooks and crannies; the people who understood, for example, why there were no brown M&Ms in the candy dispenser or were lucky enough to try one of the Electric Daisies (small, edible herbs that were stowed in the Green Room’s small fridge), passed along their insider knowledge to friends. The Merch Wall was stocked with complimentary swag for attendees to take and wear. “People were surprised and delighted they didn’t have to pay for the items— it somehow felt sneaky taking it off the wall,” says Ihle.

Ihle visited the Minnesota History Center to learn more about the venue’s history. She discovered in her research that Joe Cocker was First Avenue’s first musician when it opened 50 years ago in April 1969. “On his rider, he requested a purple shag rug and when it didn’t arrive, measures were taken to bring in 2,000 purple carnations instead,” explains Ihle. “And that’s what we did. I ordered the carnations and Haute House created the floral design on the custom swing we built for the centerpiece on the dance floor.” The swing held designer star cookies, cupcakes and silver-brushed macaroons from Farina Baking Company.

Food enhanced the theme of the night. Glam Doll Donuts, which makes donuts for visiting bands, supplied themed donuts. The Meat & Greet station was an all-meat installation that truly lived up to its name, doling out meat in innovative ways that got people talking. The Rider Hot Crew Meals, served in kraft boxes, were inspired by riders of bands who played at First Ave.

Because it was a party for industry people, Ihle’s attention to detail was even more keen; she wanted to inspire people of all sects of the industry. Caterers, for example, were wowed by the hand-painted mural of a “rocker chick” that boasted fresh greens and herbs as her hair, creating a three-dimensional element that served as a backdrop and garden for chefs.

Each space was different, allowing guests to choose their own vibe. The Green Room recreated elements of 7th Street Entry and served as the hair and makeup area. The second floor was lavishly decorated to give it a VIP feel (vegetarian food was served in reverence to Prince) and featured a temporary tattoo station. The Backstage had custom-built in-house roadie case chairs and ottomans as well as the Meat & Greet station. The Mainroom had high top tables behind the dance floor and showcased a selection of First Avenue’s 50 years of music that culminated in a set from The Purple Xperience—a five-piece Prince tribute band. Jim Leighton, who chaired the event, says his favorite memory from the night was “when just about everyone in the building was on the dance floor singing Purple Rain together.”

1. The Purple Xperience, a Prince tribute band, got the crowd dancing. 2. Attendees lined up along First Avenue’s Star Wall. 3. Marshall Charloff, front man of The Purple Xperience, interacted with the crowd. 4. Sound Bites were served from custom-designed hawker-style trays complete with Fender straps. 5. The Meat & Greet station. 6. Custom-designed donuts from Glam Doll Donuts. 7. Charloff posed for pictures. 8. The VIP lounge on the upper level. 9. Entourage Events Group created a custom “rocker chick” mural with fresh greens and herbs for hair. 10. Primped got attendees ready for the event. 11. Desserts from Farina Baking Company were served in the carnation installation.

Local Sponsors

Pearl:

ATOMIC, BeThings*, BoothEasy, CORT Events, Culinaire*, EideCom, Entourage Events Group

Diamond:

BeEvents*, Georgia Bridgwater Orchestra*

Emerald:

The Brand Booth*, metroConnections, SOS Charging Solutions*, The Wedding Guys*

Sapphire:

AV For You, BMINX (Hana April Inc.), Cvent*, The Purple Xperience, Walker Art Center*

Platinum:

A’BriTin Catering*, Big Ink*, CRAVE Catering*, Create Catering*, Curtis Kennedy Films*, Festivities, Jeannine Marie Photography*, Lauren B Photography*, Quest Events, Your-Type*

Gold:

D’Amico Catering*, The Deco Catering*, Premier Transportation*, Imagine Lights*

Silver:

Alchemy 365, Après Event Dècor and Tent Rental, BBJ Linen*, Beam Suntory*, Blommonster*, Bungalow 6 Design + Events, Dana*, Equal Parts Cocktail Company*, Girl Friday*, Ice Occasions*, ILEA MSP, Joe Szurszewski Photography, Maddy & Maize*, McNamara Alumni Center, Paisley Park, Platypus Papers*, Smartpress*, Stage Point*, Surly Brewing Company, Renaissance Minneapolis Hotel, The Depot, Transmission Music (DJ Jake), U.S. Bank Stadium, Visions*

Supporting Partners:

Brett Dorrian Artistry Studios, Chameleon Chairs*, Dream Day Dressing Rooms, Farina Baking Company, Faribault Woolen Mill Co.*, Glam Doll Donuts, Haute House Studio, Izzy’s Ice Cream, Lakes & Legends Brewery, Primped, Pure & Clear Minnesota Ice, Rapit Printing, Winebow Fine Wine + Spirits

Esprit Awards Gala

When first tasked with producing ILEA’s annual Esprit Awards, co-chairs BeEvents Chief Creative Officer Ryan Hanson, CSEP and The Wedding Guys president Matthew Trettel may not have known when or how, but upending the traditional sit-down awards program was a must.

“We knew we’d include at least a few theatrical, immersive moments and the concept flowed from there,” says Hanson. The event, which was held at the Walker Art Center, was inspired by events like Refinery 29’s 29Rooms, Google’s Curiosity Rooms and New York’s Sleep No More—“which is a fully immersive runall-over-the-building-type of experience”—the team set out to explore how an engaging event could play out across multiple spaces and a “curiosity fractured” theme was decided.

From guest arrival, complemented by a surprise outdoor performance as guests looked on from within, to floating fish and a cityscape dance party, each of the event’s distinct spaces was designed to be fully interactive. “The goal was for everyone to have an individual journey. We wanted that fractured concept to transcend by ensuring each space was its own experience. No one experience was the same,” says Trettel. “We essentially created seven individual events in one—each space was detailed as a standalone with its own unique challenges and identities,” says Hanson. After plenty of brainstorming sessions, “we riffed on the question of ‘where can you get curious?’” says Trettel. “So ‘curious in space’ became Luna, the last stop on the journey. ‘Curious goes for a swim’ became FISHBOWL and was surrounded by glass and bathed in blue light with an aquaticthemed drag show and swimsuit-clad servers offering fish-shaped snacks. ‘Curiosity takes flight’ became Jetset—a Pan Am-style cocktail lounge—and ‘curiosity grows’ became Wunderbar, a botanical wine bar concept.”

Each room also featured its own embedded entertainment, all of which included Easter eggs to the themes of the other spaces. “Most people may not have noticed them, but we had a real blast with those. For example, the flight attendants from Jetset wore birds in their hair that were taken from the botanical gardens and when guests initially arrived at the traditionalseeming welcome reception, all of a sudden there’s a performance outside with the performers pointing in. The guests were in a kind of fishbowl through that interaction and later that space was transformed into a more literal fishbowl,” says Hanson.

No corner was left untouched. Even furlined and marionette-inspired elevators became extensions of the fractured concept

Clockwise from opposite top: A large installation welcomed guests to the Esprit Awards Gala; guests moved through the themed spaces at the Walker Art Center; an inflatable fish floated throughout FISHBOWL, the aquatic-themed room; the Walker’s rooftop was an after-party location, boasting views of the Minneapolis skyline; flight attendants greeted guests to the Pan Am-style cocktail lounge; elevators acted as rabbit holes; the botanical-themed wine bar space sparked curiosities; the awards ceremony began with an entertaining musical number.

and proved to be playful surprises throughout the evening. “We were really thoughtful about the journey, from the moment guests stepped off the bus to the moment they departed. Every sound, every scent, every taste and graphic was thought through, and we really used entertainment to guide people or entice guests through each space. We wanted to wow ’em and move ’em on,” Trettel says.

And packed with comedic musical numbers, costume changes between categories and even a “dead” event trend in memorium video (“a popular highlight from the evening—people are still talking about that one,” says Trettel), the duo also successfully reimagined what an awards program could be. To ensure honorees felt special and their work acknowledged, nominees received personalized invitations, locally curated gift baskets and unique photo experiences, but entertainment for all guests was a top priority. “We’ve all sat through so many—let’s be honest—boring awards shows and with this being an industry-centric awards program, we approached the program as, ‘let’s have a little fun with ourselves. Let’s be able to laugh with ourselves. Let’s be a little bit irreverent.’ There were some formal award elements to the show but we put a twist on everything and were able to poke a little fun at ourselves and at the end of the day, it was amazing to create something that resonated so much with the audience. We’ve heard from so many people who enjoyed the awards as much as the party. When do you ever hear that?” says Trettel.

Good Impression

“When you plan an event for event professionals, you always have to keep in mind that feedback will be given generously afterwards, and this conference was no exception,” says Altendorf. “As a host committee, we were delighted by all of the comments from international attendees about the celebrations that the committee had planned, how much people enjoyed the beauty of the Cities, the opportunity given to connect with like-minded professionals from across the globe and the fact that, ‘surprisingly,’ temperatures were quite lovely.”