corporate events parties - crain's new york business · before september 25, 2014 about your...

&Corporate

Events Holiday

PartiesA Special Advertising Supplement to Crain’s New York Business

How to make the most of your holiday party ................................S4

‘Healthy up’ your holiday soiree ..... S8

Build team excitement for the new year .........................................S10

Corporate meetings receive a ‘second life’ ................................................S12

Raise the bar: expressing your brand through a signature cocktail ..............S15

Plan quick-turnaround meetings that sizzle ..............................................................S17

Incentives spark energy at corporate events ....................................S19

VENUE INDEX Apella S21

Atlantic Grill S14

The Benjamin Hotel S2

Bowlmor Lanes S11

Buca di Beppo S14

Ça Va by Todd English S16

Dave & Buster’s S10

The Down Town Association S10

Edison Ballroom S12

Espace S12

The Glass Houses S6

Hard Rock Café S6

Hornblower Cruises and Events S3

Intercontinental Times Square S8

Intrepid Sea, Air and Space Museum S5

Lea Wine Bar S16

Lincoln Center S18

Lucky Strike S19

Lyric Theatre S13

MSG Entertainment S7

Museum of Jewish Heritage S2

New York Institute of Technology S4

NYY Steak S9

Planet Hollywood S4

The Ride S17

The Rubin Museum S18

Tavern Hospitality S20

Upper Story S20

Vanderbilt Suites S8

Yankee Stadium S15

Corporate Events & Holiday PartiesSpecial Advertising Section

A Classic Holiday Evening• MENUS BY FOOD NETWORK’S IRON CHEF GEOFFREY ZAKARIAN

• INSPIRED COCKTAILS

• MODERN, ELEGANT SPACES WITH A RESIDENTIAL FEEL

• FRESHLY REDESIGNED, PREMIER SUITE WITH PRIVATE BALCONY

Book by September 30 to receive complimentary bar upgrade & dessert.

Please contact 646.424.2600 or [email protected]

125 East 50th Street at Lexington Avenue • thebenjamin.com/crains

FOR INQUIRIES OR A TOUR OF THE EVENT SPACES, CONTACT RACHEL HEUMANN646.437.4206 | [email protected]

EDMOND J. SAFRA PLAZA36 BATTERY PLACE IN LOWER MANHATTANWWW.MJHNYC.ORG/SPACERENTAL

Symbolic harbor viewsUnparalleled service

Endless possibilities

TOP LEFT PHOTO BY THOMAS HINTON; BOTTOM RIGHT PHOTO BY YU GEN YANG; OTHER PHOTOS BY MELANIE EINZIG.

HORNBLOWER INFINITYLength: 210 Feet | Up to 1,200 Person Capacity

HORNBLOWER HYBRIDLength: 148 Feet | Up to 600 Person Capacity

How to make the most of your holiday party

By Christopher Hosford

September is not too early to plan a corporate party for the mid-winter holiday season. Many companies begin planning well in advance. For the early birds, or those just starting their planning process, there are a number of things to keep in mind to ensure a successful event.

Perhaps the first question is, what venue types should you consider for your event? The answer depends on employee needs and company goals, of course, and can range from a hotel or event-specific ballroom to special venues like a hangar, brewery, historical building or yacht.

“You first really need to assess your overall theme,” says Marissa Wolfard, senior project manager at event and incentives company Maritz Travel. “Such factors as holding the event off-site or on-site, the anticipated head count and, most importantly, budget also are key.” she says.

In New York there are innumerable venues to choose from, of all sizes. Ms. Wolfard suggested that anticipated head count is important when selecting one, to assure that the venue has a “warm and cozy” feel that makes guests feel comfortable.

“You need to be mindful that this is a holiday party, not a regular corporate event,” Ms. Wolfard says.

(continued on page S6)


NYIT AUDITORIUM ON BROADWAYThe recently renovated NYIT Auditorium on Broadway is a state-of-the-art event space just steps from Lincoln

Center and Columbus Circle. Convenient to all public transportation, it can accommodate a wide range of events, from exclusive screenings to executive presentations, panel discussions to private parties.

The 262-seat auditorium features a platform stage and has undergone an extensive audiovisual upgrade that equipped the space with high-definition digital cinema, and 35mm projection, 7.1 surround sound, the latest high-

and standard-definition videoconferencing capabilities, wireless broadband internet, and Mac and PC compatibilities. For more information, and to find out about our New Client Discount, visit nyit.edu/aob

or call 1.888.730.4814

1871 Broadway, NY, NY - 1.888.730.4814 - [email protected] - nyit.edu/aob

TIMES SQUARE

From stylish surroundings and movie memorabilia, to unique

menu selections, Planet Hollywood Times Square offers

meeting planners a worry-free experience. Let us take your

next corporate event or holiday party to a higher level.

Call 212.265.2404 for information to book your holiday party.

Experience a Holiday event that’s out of this world.

In The Theatre District • Entrance on 45th between Broadway and 6th open daily for lunch + dinner • planethollywoodintl.com

For more information, email [email protected], call 646-381-5301 or visit intrepidmuseum.org. PIER 86, WEST 46TH STREET & 12TH AVENUE, NYC

Watch your special event take off at the Intrepid Museum. The Intrepid Sea, Air & Space Museum is one of the most unique and historic spaces in New York City. We host events from cocktail receptions, high profi le events, fashion shows, weddings and fi lm shoots to seated dinners for up to 1,000 guests—the possibilities are endless. We have 25,000 square feet of interior event space, including the three halls of our hangar deck, the Allison & Howard Lutnick Theater, even spaces for green rooms and breakout sessions. There’s also the fl ight deck, with spectacular views of the Manhattan skyline and the Space Shuttle Pavilion, featuring the only space shuttle in the northeast.

“Try to create a party flow that fosters networking and conversation. That way, your employees are really spending quality time with one another.”

COMMUNITY SPIRITAccording to Annie Glennon, senior vice president—events at professional learning and education company Gerson Lehrman Group (GLG), this kind of quality time can be enhanced by creating a theme around a common purpose, perhaps one that gives back to the community.

“For example, instead of hiring professional entertainment, hire a children’s choir in order to support both them and the arts,” Ms. Glennon said. “You might do the same by having a sculptor do the centerpieces.”

Recently, GLG helped a girls’ school in the Lower East Side stage its graduation. Ms. Glennon said she hopes to present photographs of the results on a big screen at the company’s next event this year.

“In fact, it’s a great way to celebrate all your volunteer efforts during the past year,” she says. “It becomes a digital celebration, a tangible representation of a company’s community outreach.”

Whatever venue or theme you choose, your venue can be your best partner in making the event a success.

After all, chances are the venues have staged more holiday parties than the average event planner or executive assistant.

“We find that clients who work with us the most, and discuss their needs, likes and dislikes well in advance, have the greatest chance of staging a successful event, says Bill Kaelblein, general manager at the Edison Ballroom in Midtown Manhattan.



©2014 Hard Rock International (USA), Inc. All rights reserved.

A PARTY SO GOOD EVERYONE WILL BE BEGGING FOR AN ENCORE

NEW YORK | 1501 BROADWAY | TIMES SQUARE | +1-212-343-3355

#THISISHARDROCKHARDROCK.COM

Explore Having a Party, Win an All-Inclusive Beach Vacation!Email [email protected] your proposed event information for a 2014

event at Hard Rock Cafe Times Square. One of our sales managers will call you before September 25, 2014 about your event and upon completion of the phone

conversation you will be entered to win one of two Grand Prize Winner trips! NO PURCHASE NECESSARY to win. Visit http://www.hardrock.com/cafes/new-york/ for contest rules and regulations

Corporate Events & Holiday Parties Special Advertising Section

TASTE THE GOODS

Mr. Kaelblein suggested that companies bring up to four employees to their chosen

venue for tastings of a wide variety of the food and wine that can be available to

attendees. And you’ll want to be aware of special preferences, he said.

“If you know the CEO drinks only Belvedere vodka, that’s a very important thing to

remember and ask your venue to provide,” Mr. Kaelblein says.

To escape the food blahs, avoid “things in blankets,” and strive for more esoteric

choices. Likewise, make sure to brighten up the venue with appropriate decoration;

among the simplest is

shining corporate logos

against walls, ceilings and

even floors.

On the technical front, party

planners should make sure

the venue manager is aware

of AV needs, and if awards

presentations or videos will

be featured. If you have

special entertainment need,

such as accommodating

a large jazz band, outside

technical assistance may be

required.

Finally, consider economics.

The December holidays sea-

son is the most popular time

for all venues in New York,

and booking fees can be

stiff. To soften the financial

blow, book early, perhaps a

previous venue, which may

be happy to nail down your

booking well in advance.

And remember: The more

attendees you expect, the

more leverage you may have

in the negotiation phase.

And think about your date.

Since most holiday parties

tend to be held on Friday

evenings, costs will be high-

er on those days given the

competition for space.

“Planners could try sourc-

ing a venue for Sunday

or Monday evenings says

Maritz’s Ms. Wolfard.

“You’ll have greater avail-

Special Advertising Section Corporate Events & Holiday Parties


S7

ability and choice, and at a lower price. And don’t worry

about low attendance on these evenings. Employees still will

come to a free party, no matter what the day.” �

‘Healthy up’ your holiday soiree

By Karen Pallarito

CUCUMBER SHOOTERS, ANYONE? Event planners are giving corporate events and holiday parties a healthy makeover. More businesses are swapping high-fat foods for lighter fare, adding vegan dishes to the menu and going gluten-, nut- and dairy-free.

Event planners and restauranteurs say requests for “healthy” edibles are on the rise, as employers promote employee wellness and strive to accommodate guests’ special dietary needs and preferences.

That’s not to say bacon-wrapped appetizers are off-limits. Many companies still indulge diners with decadent spreads, especially at the annual holiday bash. But they’re also making room for veggie-based hors d’oeuvres.

“They’re giving their guests options,” explains Seth Levine, executive chef at Hotel Chantelle on the Lower East Side.

For a healthier affair, here’s what experts recommend.

Avoid food allergies. Music industry entrepre-

neur Brandon Silverstein is on a personal crusade to

create food allergy awareness in the hospitality and

restaurant industries, and to raise money to benefit the

nonprofit group Food Allergy Research & Education.

Mr. Silverstein suffered a near-fatal reaction to Chinese takeout in June. It was, in his words, “an eye-opening experience.”

This September he’ll launch the first-ever Peanut Gala, a charity event at Ainsworth Park restaurant in Gramercy. Guests will dine on wild salmon, grass-fed filet mignon and organic chicken.

But before the first pan hits the burner, all nuts, shellfish, gluten and dairy will be removed from the premises and a cleaning crew will sanitize the kitchen from top to bottom.



To book your holiday party, please contact the InterContinental New York Times Square Sales Office at [email protected] or 212-803-4580.

* Early Bird Special must be booked by 10/31/14

GOOD TIDINGS IN TIMES SQUARE!At the InterContinental New York Times Square, our customized Holiday Packages are perfect for any holiday event big or small. With special rates starting from $95 per guest and with an exclusive Early Bird Special of 30 minutes of complimentary passed prosecco and canapés, it’s just another reason to toast to the season.

N E W Y O R K T I M E S S Q U A R E

VANDERBILT SUITES combines state-of-the-art equipment, sleek & modern design, and versatile layouts for events of 20-150 in a 2,200 square foot room. The Adam Tihany-designed space is conveniently located in the heart of Midtown with exclusive access to New York City’s iconic MetLife Building, just steps away from the connected Grand Central Terminal.

This sophisticated meeting space presents the unique ability to serve cuisine from four acclaimed Patina Restaurant Group restaurants: elegant French cuisine from Café Centro, authentic Italian fare from Naples 45, modern Spanish offerings from La Fonda del Sol and power breakfasts from Cucina & Co.

The MetLife Building | E. 44th & Vanderbilt Ave | vanderbiltsuites.comSharon Colabello | 212 949 8248 | [email protected]

Experts say careful menu planning can help businesses avoid problem foods.

For instance, Fal Foods USA supplies local restaurants and caterers with its dairy-free, gluten-free, vegan frozen dessert, DF Mavens, manufactured in Astoria, Queens.

TIP Make sure the service staff knows where the food was prepared, how it was prepared

and what’s in it. “If you don’t know, I don’t want to eat it,” says Danielle Bobish, founder

and creative director of Curtain Up Events in Chelsea, who recently experienced a

severe allergic reaction to lima beans.

Go back to nature. Some businesses are willing to spend more for higher-quality meats and produce, says David Rodolitz, founder of New York’s Impulse Event Productions.

He works with Fifth Avenue-based Relish Caterers to customize menus featuring organic products sourced from local farms.

When businesses desire a high-end farm-to-table experience, Mr. Rodolitz books Riverpark, chef Tom Colicchio’s restaurant, where guests dine on fresh produce harvested from the venue’s own farm.

Some companies insist on using environmentally friendly food purveyors.

Butterfield Market’s catering business offers biodegradable disposables, like cornstarch-

based cutlery and compostable plates made mostly of sugarcane, at no additional charge, says Joelle Obsatz, a partner at the Upper East Side business.

TIP Organic foods can add 15-20% to a company’s

catering tab, Mr. Rodolitz says.

Make healthy substitutions. A lot of businesses are asking for low-calorie, no-carbohydrate or reduced-sodium options, says Amanda Hansley, managing partner at Hansley-McLaurin & Associates, an event and lifestyle management firm in West Orange, N.J. One client, a New York consulting firm executive, banned pastries and bagels from breakfast meetings, favoring fresh fruit and egg white dishes.

As a healthy alternative to steak and creamed spinach, Mr. Levine pairs seared tofu and wilted kale. He offers savory sorbet in lieu of fattening raw bar sauces and dips.


S9


This year, host your gathering at NYY Steak — the perfect destination for events from 10-350 guests.

With three private dining rooms and elegant upper-level space, we’ll design a customized event to fit your

individual needs. What’s more, book your party by September 30, 2014, and you’ll receive 10% of your

total bill back in promo cards to spend or give to friends! Call us at 646.307.7910 for more information.

Always in season. 7 WEST 51ST STREET | 646.307.7910 | nyysteak.com

All New York Yankees trademarks and copyrights are owned by the New York Yankees and used with the permission of the New York Yankees.

Book your holiday party before September 30 and get 10% back*!

*Minimum spend of $5,000 for events from November 15-January 15. 10% back will be provided in promotional cards following the event. Some restrictions apply. Please ask for details.

MAKE YOUR HOLIDAY EVENT TRULY MAJOR LEAGUE.


Christina Berrios, owner of Event Details in New York, says presentation is key. For instance, instead of a fruit bowl, go with a carved fruit display.

TIPCreate a signature cocktail mixed with low-calorie

juice, Ms. Hansley suggests.

Move it. Dan McCormick, chief operating officer and co-founder of Kapow Events in New York, is already planning several activity-related holiday events.

One client, a Manhattan-based e-commerce company, is seeking a “more sports-related, less drink-related” party. One option: an employee dodgeball tournament. Another client, a technology firm with offices in New York and other major markets, will play flag football at an NFL stadium.

Over the summer, 10 Perezhilton.com sweepstakes winners joined celebrity blogger Perez Hilton for a New York experience that began with a barre workout at Manhattan’s Physique 57.

Alex Caldwell, a strategist at Blogads, which handles the entertainment site’s advertising, says it may be the first healthy event her company has planned, although it may not be the last.

“I haven’t seen the trend yet, but I wouldn’t be at all surprised,” she says.

TIPKnow who’s attending the event and what they

find appealing, Mr. McCormick advises.

Build team excitement for the new yearBy Christopher HosfordTime was when team building was a groan-inducing exercise. Event planners struggled to find innovative ways to bring employees together to embrace “corporate goals,” only to encounter poor participation and a decided lack of enthusiasm.

Things have changed. If you think you’d like to kick off the new year on a positive note with some team-building



VISIT WWW.DAVEANDBUSTERS.COM/SPECIALEVENTS

100%MoreFun!

book your holiday party todayand receive a complimentary bar upgrade

234 W 42ND ST, BETWEEN 7TH AND 8TH, 3RD FLOOR • [email protected]

teambuilding comes naturallyWHEN IT COMES TO TEAMBUILDING,

WE DON’T PLAY AROUND. BUT YOU SURE DO.

CHOOSE FROM A VARIETY OF ACTIVITIES THAT

BUILD CAMARADERIE, LEADERSHIP AND

COMPETITIVE FUN!

THE ULTIMATE QUEST A super-competitive indoor scavenger hunt.

COMPANY CHALLENGE A series of games that’ll rev up the competition.

MAD DASH A set of high-energy, deadline-oriented missions.

AND MORE!

Corporate Events & Holiday Parties Special Advertising Section Special Advertising Section Corporate Events & Holiday Parties

“A lot of us in talent acquisition come from the agency side, and that’s a more competitive field than most,” Ms. Haney says. “Yes, we do work as a team, but we always like to outdo each other.”

Ms. Haney decided to book her 12-person group a cooking experience through the New York-based Cooking by the Book, providing an opportunity for team building as well as a group meal.

Ms. Haney divided her team into three, with each group provided with identical market baskets of food and access to a pantry of other ingredients and spices. The goal: to create the best dinner within an hour and a half.

Ms. Haney’s group won, she says, “But it was close.”

According to Suzen O’Rourke, Cooking by the Book owner, it’s important not to use the “team building” label. The “aha” moment, she says, is when the impact of working together takes effect.

“It’s a bonding experience,” Ms. O’Rourke says. “Yes, some team-building stuff can be silly. But attendees soon realize they are part of a whole.


S11

events at your holiday party, focus on a myriad of new ways to increase employee effectiveness and enjoyment.

“It’s super important for our company employees to communicate as a family, and to understand that we’re taking care of each other,” says Mike Iaia, New York and New Jersey area director for Shake Shack, the hamburger-and-fries restaurant. “For our managers, we do a lot of meetings and one large retreat a year, but for last year’s holiday period we wanted to have a great time too.”

Last December, Mr. Iaia had dozens of his restaurant managers engage in a holiday team-building exercise using the services of Brooklyn-based TrivWorks, which specializes in custom trivia events. In addition to questions about pop culture, TrivWorks wrote questions relating to the attendees’ own backgrounds, including baby pictures and name-that-tune quizzes.

It was an important initiative, Mr. Iaia said, because many of the managers hadn’t worked together before.

“Our managers were asked to provide three embarrassing facts about themselves, and the funniest ones were picked,” he says. “The important thing is, everyone really enjoyed spending time with each other. And that’s important for people who spend 14 hours a day, five days a week, in their separate restaurants.”

GETTING COMPETITIVECompetition also is a factor in team-building events. It’s a particularly effective component when the group is competitive to begin with, according to Taylar Haney, talent acquisition coordinator at Saks Fifth Avenue.


How will they know what to do unless they communicate to make the meal successful? After all, they’re going to eat this stuff!”

UNDERSCORING VALUESWinter team-building events can involve more than holiday cheer, according to Nick Gray, founder and tour guide with Museum Hack, which conducts team-building events inside New York-area museums.

“For many companies, team building simply means an engaging, fun experience,” Mr. Gray says. “But for some companies, they want their values and mission statements incorporated as well.”

The company’s guides instruct attendees to take photos of museum objects that best represent corporate values, integrity and authenticity.

“Many companies have a ‘values and belief ’ day,” Mr. Gray says. “We’ll take those values and ask attendees to take photos of the museum objects that best represent their company’s integrity and authenticity. And they actually have fun with it.”

One of Museum Hack’s clients, the concert promoter Live Nation, needed its sales executives—six from New York and six from Los Angeles—to meet each other and bond. A story-telling exercise had participants roaming the museum and partnering with each other to create stories surrounding their favorite works of art.

“We hired musicians and actors to pair with the sales guys, to help them write their stories and act them out,” Mr. Gray said. “It’s more important than the facts of the art. It’s about your personal connections to the art, and to each other.” �

Corporate meetings receive a ‘second life’Mention “virtual reality” and people often think of Second Life, the online community where users live out their fantasy lives, or the recent Facebook acquisition Oculus VR, which makes a headset for virtual reality gaming. However, virtual reality has many uses at business gatherings, too, as many corporate meeting and event planners are discovering.

S12 (continued on page S13)

S13

Personify. For instance, if a speaker cannot attend a live event in person, he or she can instead use Personify to make a presentation that is projected on stage for a crowd, in real time. Speakers can do this from any location, like a home-based office, but to the audience, they appear silhouetted against a virtual backdrop of their choosing. The backdrop might be a one-color screen or a set of presentation materials they want the crowd to read. To use the system, the presenters must attach a special computer the company provides to their PC.

“There are clients that have used it on stage, in hotels with 200 people, as well as a couple of additional hundreds online,” says Sanjay Patel, CEO and co-founder of Personify, headquartered in Chicago. Personify has also been used by big companies to deliver webinars to more than 1,000 people and on sales calls to customers, when salespeople are making a presentation. “Microsoft uses our product to sell its products,” says Mr. Patel. For enterprise users, the cost of subscribing is $200 annually.


“The top use I’ve seen evolve over the last two to three years is for employee training, partner training or customer education,” says Eric Vidal, director of marketing at Chicago-based InterCall Event Services, which provides webcasting, virtual events and virtual environments.

Typically, companies use virtual reality options in their meetings when they are looking to save time—for instance, by speeding up training for their team—or money on travel costs for attendees, Mr. Vidal says. The global consultancy Capgemini, a client of his firm, uses it to train employees, he says. “They are using it so they can understand their audience better and provide a better experience,” he says.

One-third of companies now set aside part of their events budgets for virtual meetings, according to a 2013 survey by Exhibitor magazine, which covers best practices for trade shows and events. Nevertheless, many firms are still at a loss about how best to use virtual events, let alone virtual reality. 60% of companies understand the concept of virtual events, but only 31% know how to execute the logistics, Exhibitor’s survey found.

If you’re ready to give virtual reality a try, it helps to get a crash course. Here are some tips from experts on how to incorporate this option into corporate meetings and events.

Understand how virtual reality works. You’ve probably attended online events like webinars, which traditionally use slides and audio, or video webcasts. To envision a virtual reality event, which also takes place online, “picture that on steroids,” says Mr. Vidal. In a virtual reality event—often held simultaneously to a live one—a company creates a representation of the real world online.

To make quick use of virtual reality, some meeting planners have been trying the technology


Try an advanced use. More companies now help corporate clients create an online environment that looks almost identical to the physical setting of an event. Virtual attendees typically create an avatar—an icon of themselves—and navigate the event as that avatar.

Upon logging into the platform offered by InterCall Event Services, for instance, attendees might find their avatar standing in what looks like the main hall of the conference. They can then enter rooms to hear a keynote speaker, listen to smaller break-out sessions, visit an exhibit hall or trade show with many booths or buy books in a virtual library.

“The only negative is you can’t serve those tasty shrimp cocktails and have a glass of wine,” says Mr. Vidal.

InterCall is a substantial investment. The cost of leasing the platform starts at about $10,000, and for corporate users who need more rooms, it’s usually in the $50,000 to $70,000 range, Mr. Vidal says. The platform relies on sophisticated templates that lay people can use to create the rooms, using drag-and-drop technology.

Determine if the ROI is there. Before you invest in an elaborate virtual reality program, ask yourself some key questions: Can you reach all of the audiences you want to reach right now? If not, is the reason because they are geographically dispersed? If so, virtual reality may be a good option, says Mr. Vidal. In addition, if you use online meetings, like webinars, but find you are not engaging your audience enough, virtual reality might help.

One of InterCall’s clients, the software firm CA Technologies, educated 2,000 partners who sell its products around the globe on a new product, in preparation for the rollout. “That used to take two months,” Mr. Vidald says. “They’re getting to market faster.”

But virtual reality is not a good fit for every meeting. Mr. Vidal says that some companies prefer in-person gatherings of senior-level team members, especially for small groups of 75 people or fewer. “It goes back to networking—having the cocktails and building the camaraderie,” he says. �



Call your local Sales Manager for more info or visit BUCADIBEPPO.COM

Stressball Meatball

No matter the size of your group, our sales

team will take the stress out of holiday

planning. Give Buca a jingle and we’ll make

your holiday season one to remember.

We’ll take the hassle out of holiday planning.

Banquets & CateringTimes Square |

S15

Raise the bar: expressing your brand through a signature

cocktail

Creating a memorable experience at an annual holiday or corporate event is a challenge for most companies. While the desire to stand out has caused some companies to incorporate technology such as photo booths and social media into events, other businesses are rethinking the typical open bar and instead designing signature craft cocktails to represent products, brands and event themes.

Liquid Lab NYC, a cocktail consulting firm, designs specialized cocktails for corporate events. Founders Parker Boase and Gregory Lucas work with companies to formulate cocktails that reflect various aspects of a brand or product. From tech giant Google to Wall Street finance firm Goldman Sachs, clients supply Liquid Lab NYC with inspiration boards, themes, logos and product specifications to help design the perfect signature libation.

Event planner Liz King, founder of Liz King Events, says thoughtful signature cocktails can engage guests. She advises companies to create “picture perfect moments” at events to encourage attendees to post photos on social media sites. To make a cocktail “picture perfect, King suggests visually representing a company through the cocktail’s color, garnish and glass.

Strategic placement of event signage that includes the company or event logo and messaging, serves to encourage guests to snap a fun photo with their cocktail and share it on social media, further promoting the brand and event.

To create a hands-on experience, Boase and Lucas suggest placing pour-your-own stations throughout the venue that are staffed by bartenders who teach guests how to create the signature cocktail themselves.



Holiday Parties + Corporate Meetings

Trade Shows + Conferences + Weddings + Bar/Bat Mitzvahs

/yankeestadiumevents@yankeesevents @yankeesevents

Visit YankeeStadiumEvents.com Email [email protected]

Liquid Lab NYC worked with social media company Facebook to create a seasonal Pumpkin Pie Cocktail that attendees were invited to prepare themselves, mixing ingredients such as spiced rum, egg white, and pumpkin spice syrup.

“DIY (do-it-yourself) stations add an interactive, educational component to the event experience,” says Boase.

To celebrate the launch of a new line of high-rise blue jeans for clothing retailer Express, Liquid Lab NYC developed a unique blueberry mojito topped with egg white foam served in a highball glass, reflecting the color, personality, and style of the product. The firm also partnered with Citibank to create a blue cocktail that perfectly matched Citibank’s blue logo, garnished with a red flag made on a cherry skewered to an orange slice.

Companies can also engage guests by crafting a menu that features several cocktails rather than a singular signature drink. For one client, Liquid Lab NYC created the “Orient Express,, inviting guests to sample cocktails representing London, Paris, Venice and Istanbul. The drinks incorporated regional ingredients including Pimm’s, Cognac, Campari and Raki. Guests were given a faux train ticket and received a ‘punch’ for each cocktail they tasted , creating an interactive, international experience.

The possible varieties of signature cocktails are endless. While Liquid Lab NYC prefers to work with fresh ingredients, the company’s founders relate that they are able to achieve nearly any exact color by using food dyes. However, colors like green, purple and red can be achieved by incorporating fresh ingredients such as mint, blackberries and raspberries.

The modern trend of Molecular mixology makes a bold statement at events, transforming the cocktail experience by manipulating the physical state of ingredients to create new flavors, textures and visuals. Through a process called spherification, jelly-like spheres are formed and infused with liquor and flavoring. These range from small caviar-sized pieces to larger egg-sized shapes, and can be incorporated into a cocktail to add a textural component or color accent, or served on spoons to be individually consumed. For example, a Molecular Mojito molds classic mojito ingredients, including rum, sugar and mint leaves, into a jell -sphere that is served on a spoon.



310 West 44th St. New York, NY 10036 www.cavatoddenglish.com

THE HOLIDAYS NEVER TASTED SO GOOD

Discover an unrivaled holiday experience when you celebrate the season in our unique and intimate Private Dining Rooms. The modern and luxurious ambiance is accented with top of the line service and French-inspired fare developed under the guidance of Chef Todd English, serving up all the ingredients for the perfect holiday celebration.

To inquire or book your Holiday Party contact Lauren Tidey, Ça Va Sales Manager:212-803-4565 or [email protected].

Book before October 20, 2014 and ask about the Early Bird Booking Special!

For companies and clients not looking to veer too far from the tried and true, classic cocktails can be updated with creative twists by adding new visual components. Ice cubes infused with fruit, herbs or even flowers can replace the traditional two-inch cube in a rocks glass. Dying ice cubes adds a pop of color and changing the shape from cube to sphere also updates the presentation. Bartenders can also transfer standard garnishes, such as cucumber from the typical slice to a sheer ribbon.

The key to raising the bar for your next corporate event may be behind the bar. �

Plan quick-turnaround meetings that sizzlePatti Wood, a body language expert who has appeared on The Today Show, used to get booked for keynote speaking engagements at business events a year or two in advance. “Two years now sounds like science fiction,” says Wood, author of the book Snap: Making the Most of First Impressions, Body Language and Charisma. Recently, Ms. Wood took a call from a potential client looking to book her for an out-of-state event—six days later.

She isn’t alone in finding that even big meetings and events have become more last-minute since the recession left corporate budgets tight and internal approval processes slow. The American Express Global Meetings and Events Forecast for 2014 found that planners in every region expect lead times to continue to shrink this year. As the report puts it, “‘Getting shorter’ and ‘They can’t get any shorter’ are the typical responses from meeting professionals around the globe when asked about the current state of lead times for meetings.”

To run successful events in today’s environment, both corporate organizers and planning professionals need to be resourceful. Here are some strategies for producing a great event on very short notice.

Consider alternative meeting spaces and hotels. If, say, you’re looking to find lodgings in Manhattan and hotels are full, consider venues in Jersey City or even near the Newark airport, advises Jeffrey Cesari, founder, president and chief creative director of Shimmer Events, a boutique



S17

Touted as “The hottest way to see New York”, by The Today Show, New York City’s newest groundbreaking entertainment experience turns the streets of New York into a stage. With side-facing stadium-style seating for 49 guests, and fl oor to ceiling windows, THE RIDE is

the world’s only moving theater! Our talented cast of singers, dancers, musicians, actors, and comedians are discovered along an interactive 75-minute journey through Times Square and midtown Manhattan.

The Corporate RIDE Experience allows full customization and the opportunity to use your creativity, as fun facts about your company and colleagues become part of the script. This one-of-a-kind RIDE Experience is the perfect team-building event or memorable holiday outing.

Part Tour. Part Show. Total Entertainment!A Unique “Only in New York” Corporate Event Experience.


full-service meeting, conference, wedding and special event management and production agency in Philadelphia. That’s the approach he took to planning a pharmaceutical company’s national sales meeting, which he booked at the Hyatt Regency Jersey City on the Hudson. “It has great views, and it is easy to get people in and out of New York,” he says. For a team-building activity, he bused the group to the Bowlmor Chelsea Piers for bowling.

For one-day meetings, for which you won’t need hotel rooms, Cesari suggests trying private dining spaces, like one of his favorites, the 21 Club. “Attendees get to see some cool New York City institutions,” he says.

Stay flexible on timing. Ask your planner to inquire whether there are any “hot dates” that the hotel might not otherwise be able to book, Mr. Cesari suggests. “There are usually discounts,” he says. If time is running out, go straight to the national sales representative or national account manager, rather than contacting an individual hotel, to look for a venue. “The national salesperson can help you find any space you need within that brand,” he says.

Maximize your negotiating power. If a planner has strong relationships with particular chains, make the most of them. “The value those relationships have is really helpful when you have a tight budget and have to turn something around really quickly,” Mr. Cesari says. For instance, he says, a planner who works with a particular venue or hotel can say to a good sales contact, “I’ve brought you a lot of business in the past. Can you work with me on the food and beverage costs?”

Pick up the phone. If you need to line up a speaker on short notice, don’t send an email, says Ms. Wood. Call candidates instead. “It actually takes less time than emails,” she says. “Speakers can check their calendar, discuss what your needs are and let you know what customization they can offer you.” If you do send an email, she suggests including the date of the meeting, the city and best airport. Also include the time for the presentation, the audience size and description, your cell phone number and times you are available. The more comprehensive the information, the more quickly they will tell you if they can help.

Don’t forget to ask about disruptions. In rushing to plan a meeting, make sure to ask contacts at your venue if there will be any construction that could make the venue noisy, advises Ms. Wood. “Sometimes, when you’re doing a meeting close in, you don’t have time for a site visit to the hotel,” she says.

Ms. Wood also suggests inquiring about potential road construction—something that can be forgotten in the heat of the moment. “I was at an event recently where a major road was shut down. The meeting planner didn’t know,” she says. As a result, the planner could not alert attendees so they could choose an alternative route. Your event will be a lot more fun for you if you don’t get any calls from stranded speakers and guests. �

S18 (continued on page S19)

AN ARCHITECTURAL GEM IN CHELSEA

• Four unique event spaces, with receptions for up to 500 guests

• 70,000 square feet of stunning architectural details, including an integrated LED lighting system

• Innovative cuisine and unparalleled hospitality from culinary partner

Book your holiday party before October 31 to receive complimentary passed desserts

S T E P H E N S T A R R E V E N T S

For more information, please contact us at 212.620.5000 x290 or [email protected]

A world-renowned

destination.

Intimate and

grand spaces.

Technical flexibility.

Host your next

corporate or private

event at Lincoln

Center. Contact us

today.

YOUR EVENT AT LINCOLN CENTER

LincolnCenter.org/YourEvent 212.875.5037

Incentives spark energy at corporate events Looking for a creative way to reward its VIP players, Seminole Hard Rock Hotel & Casino in Hollywood Fla. turned to Rymax to try something new this past April: At a special, high-end event at the resort, guests received their choice of one out of 20 Sentry® Safes, each of which had a gift locked inside. In the mix were 10 ten higher-priced gifts from brands such as Beats by Dre, Michael Kors, Samsung and Tag Heuer. The resort invited key groups of players. Nearly 800 people attended—far beyond the expected turnout.

To pull off the event, the hotel and casino worked with Rymax, a full-service loyalty marketing provider that creates and manages programs with targeted rewards and incentives and works with more than 300 brands.

“Overall, this event was very well received and everyone involved had a great time,” said Paul Gordon, vice president of sales for Rymax Marketing Services in Pine Brook, N.J., the nation’s largest direct manufacturer’s representative.

The event at Seminole Hard Rock Hotel & Casino is one of the many ways Rymax’s varied corporate clients are weaving incentives into their events to add excitement. At one recent gathering held by a leading telecommunications company, employees were flown to a resort destination where they were treated to a high-end shopping experience. Rymax took over a standard ballroom and turned it into luxurious shopping experience for the sales team,

mirroring a retail environment. Employees were able to select two products of their choice from brands in categories such as electronics, outdoors, watches, handbags and luggage. At another event, Rymax helped a leading pharmaceutical company organize a “Race for Rewards” for its employees, transforming a ballroom in a local hotel into an obstacle course where they could grab as many high-end products from the stacked shelves as they could in two minutes.

Seminole Hard Rock Hotel & Casino is among many companies now tapping into incentive marketing to make their corporate events and parties successful. Seventy-four percent of U.S. businesses use non-cash rewards to recognize and reward key audiences, offering incentive travel, merchandise or gift cards, according to the 2013 Incentive Market Survey by the Incentive Federation. The Incentive Federation, headquartered in Falls Church, Va., is an umbrella group of associations involved in various aspects of the incentive field.

Of course, not all incentives given out at corporate events are a hit. One key to making sure guests love the gifts is by giving them the power of choice, taking attendees demographics into account, according to



S19

Mr. Gordon. Rymax customizes every event, calling on its in-house IT department when necessary to bring a “21st Century” approach.

“We work strategically with both the program and the venue in order to create something that appeals to the target audience on a multitude of levels by using on-trend, innovative ideas and aspirational rewards that will keep these VIP players coming back,” Mr. Gordon said.

Strategically building excitement around the incentives can also add to a corporate event’s success. That was true for Seminole’s event, which took place Friday, April 4, and Saturday, April 5. All VIPs the company deemed high-end players were invited back on Saturday night to “Crack the Vault.” The company randomly distributed pre-printed cards with an embedded code to these elite guests. The guests could then choose one of 10 safes and use the code to try to unlock the one they picked. If the code worked, players could collect their prizes from within the safe.

These were not small gifts: Inside eight of the safes were bundles of merchandise valued at about $2,000. Two safes held cash: $5,000 in one and $10,000 in another. Those who didn’t win received $200 in free play.

Given that companies must make an investment in an incentives-based event, measuring the return it generates is important—particularly in today’s corporate climate. The American Express Meetings & Events 2014 Global Meetings Forecast found that while organizations in North America don’t expect to increase their meetings budgets this year, many players are trying to get more out of the meetings they hold.

Many companies have their own internal methods for measuring this, but there are other options. Rymax relies on a proprietary event analytics platform to help measure the engagement and revenue generated from meetings that include incentives and to maximize the impact on clients’ bottom line. The platform, which generates an “R-Score” for an event, is part of Strategic Interactive Themed Events (R-S.I.T.E), the company’s turnkey event solution aimed at improving return on investment by matching aspirational products to attendees.

“We’re seeing a significant increase in companies who are seeking and utilizing these types of events and eagerness from those who desire the opportunity to make their events as unique and engaging as possible,” said Mr. Gordon. �

Corporate Events & Holiday Parties is


OPENING FALL 2014 · CHEF CHARLIE PALMER’S PREMIER PRIVATE EVENTS SPACE OVERLOOKING MANHATTAND&D BUILDING · 979 THIRD AVENUE · 14TH FLOOR · NEW YORK, NY · 212.644.9394 · UPPERSTORYNY.COM

@UPPERSTORYNY

450 EAST 29TH STREET2ND FLOORNEW YORK, NY 10016TEL [email protected]. APELLA.COM

FOLLOW US ON TWITTER @APELLANY

APELL A IS NEW YORK CIT Y ’S MOST INNOVATIVE MEETING AND EVENT SPACE LOCATED WITHIN THE ALEX ANDRIA CENTER FOR L IFE SCIENCE. EVENTS AT APELL A ARE MANAGED BY BACK AL MANAGEMENT GROUP AND ARE EXCLUSIVELY CATERED BY RIVERPARK, A TOM COLICCHIO RESTAUR ANT, AND ‘ WICHCR AF T.

BOARD MEETINGS, CELEBRATIONS, COCKTAIL RECEPTIONS, CONFERENCES, DINNERS, FASHION SHOWS, HOLIDAY PARTIES, LECTURES, LOCATION SHOOTS, MULTIMEDIA PRESENTATIONS, PRESS CONFERENCES, PRODUCT LAUNCHES, WEDDINGS.

APELLA™EVENT SPACE AT ALEXANDRIA CENTER™

corporate events parties - crain's new york business · before september 25, 2014 about your...

Documents