2013 HOW CORPORATE EVENT PLANNING DRIVES BUSINESS SUCCESS ................................................................. S4
INSIDE:
THE DO’S AND DON’TS OF HOSTING A SUCCESSFUL CORPORATE HOLIDAY PARTY ......... S7 FROM RUNWAY TO TABLE TOP: WHY FASHION AND COLOR TRENDS ARE CRUCIAL TO THE EVENT PROFESSIONAL.......................................................... S10 PREPPING FOR THE ANNUAL WINTER BASH: TRENDS FOR HOLIDAY PARTIES IN 2013 .................. S14
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
VENUE INDEX Astra by Charlie Palmer
S14
Apella, Event Space at Alexandria Center S18 Aureole
Symbolic harbor views Unparalleled service Endless possibilities
FOR INQUIRIES OR A TOUR OF THE EVENT SPACES, CONTACT RACHEL HEUMANN 646.437.4206 |
[email protected]
Bar Americain
S4
Bowlmor
S5
BR Guest Restaurants
S10
Ça Va Brasserie
S13
Circle Line Charters
S11
Empire City Casino
S8
Eventi, A Kimpton Hotel
S2
The Helmsley Park Lane Hotel
S9
Hard Rock Cafe Hornblower Cruises & Events
TOP LEFT PHOTO BY THOMAS HINTON; BOTTOM RIGHT PHOTO BY SARAH WOLFF; OTHER PHOTOS BY MELANIE EINZIG.
S2
S19 S3
InterContinental New York Times Square S15 Intrepid Sea, Air & Space Museum
S16
Manhattan Elite
S17
Museum of Jewish Heritage
S2
New York’s Hotel Pennsylvania
S6
Neuman’s Kitchen
S7
NYIT Auditorium on Broadway
S4
Yankee Stadium
S6
World Yacht EDMOND J. SAFRA PLAZA 36 BATTERY PLACE IN LOWER MANHATTAN WWW.MJHNYC.ORG/SPACERENTAL
S14
S12
Special Advertising Section
HOW CORPORATE EVENT PLANNING DRIVES BUSINESS SUCCESS NYIT AUDITORIUM ON BROADWAY The 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 highand 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
Signing off email and meeting in-person can bolster client relationships By Michael Vennerstrom Corporate event planning may be one of the most underutilized—and misunderstood— strategic tools in professional America. While many think of corporate events as a necessary expense with limited return, a properly planned affair is a prime opportunity for a company to achieve its goals.
1871 Broadway, NY, NY - 1.888.730.4814 -
[email protected] - nyit.edu/aob
GRACE, WARMTH AND STYLE Bar Americain presents Bobby Flay’s Regional American menu in a warm and elegant brasserie environment. Conveniently located in the heart of midtown, Bar Americain’s Private Dining Room offers exclusivity and can accommodate from 5 to 50 guests. Adjacent to the PDR, the Mezzanine provides sweeping views of the main dining room and is the ideal setting for cocktail receptions as well as seated dinners. Should your event require a larger venue, the entire restaurant is also available for your exclusive use.
For more information, contact Tracy Michaels ||
[email protected] āĆĂƫƫĆĂƫƫđƫƫ ČƫƫāĀĀāĊƫđƫĨĂāĂĩƫĂćĆġĊĈĀāƫđƫwww.baramericain.com/privatedining
S4
It is a business axiom that personal relationships are the foundation of success. But a growing reliance on technology has reduced our ability to build relationships that directly impact sales, communication and motivation. In today’s digital marketplace, in-person events allow companies to combat the distance created by online networking. Here’s a look at the direct benefits of corporate events, and how to capitalize on them: EVENTS BUILD RAPPORT In an increasingly impersonal and numbers-driven business environment, corporate events provide a unique opportunity to build face-to-face relationships with customers, employees and suppliers. Yet the full potential of that opportunity is seldom realized due to a lack of understanding by corporate decision-makers, or a dearth of experience by corporate event planners. IT’S ABOUT COMMUNICATION At their core, most corporate events are communication events. And to succeed, they re(Continued on S6)
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
quire measurable objectives, clear messaging and effective strategies. Regrettably, few companies focus on the strategic content of their event until the last minute, preferring instead to hone in on logistical or budgetary requirements—without regard for desired outcomes. As a result, the logistical elements of the event may not support the strategic and communication objectives of the event.
(Continued from S4)
h o s t y o u r h ol id ay pa rt y at o u r h o u s e
share in the tradition of yankees greatness by hosting your holiday party amid a backdrop of history at yankee stadium.
book your event today: 646.977.8400 or
[email protected]
www.yankees.com/events @yankeesevents
Preferred by
EFFECTIVE CORPORATE EVENTS Corporate event planning must integrate both strategic and tactical elements to be truly rewarding. Success requires a clear understanding of the event’s business goals, and how they support the company’s greater business initiatives. This strategic approach— along with logistical planning—enables an organization to realize the true value of a live event. If your corporate event planning doesn’t include both strategic and tactical expertise, you aren’t gaining full value of your investment. Corporate events can be powerful tools if you invest the time and resources to make them effective. Remember: if you are hosting exactly the same event as last year, it’s likely time for a renovation. About the author Michael Vennerstrom is founder and president of Equinox Creative, a strategic communications company specializing in live meetings, events and trade shows. He is a 25-year veteran of the events industry, where his experience has helped deliver targeted strategic messaging to a wide range of clients, from health and beauty to manufacturing to medical devices. Equinox Creative combines strategic insight and planning with flawless tactical execution to change behavior and drive business results. To learn how to make your events more effective, visit their website at www.equinoxcreative.com
S6
Special Advertising Section
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
THE DO’S AND DON’TS OF HOSTING A SUCCESSFUL CORPORATE HOLIDAY PARTY From mood to marketing, everything plays a role at the annual corporate fête
ter understand the upcoming plans for the organization. DO TAKE THIS OPPORTUNITY TO MARKET YOUR BUSINESS, SHARE PLANS FOR THE COMING YEAR AND BRING THE MEETING TO LIFE You know this to be true: your employees are your best sales team. If they are (Continued on S8)
By De-de Mulligan Your corporate holiday gathering is just around the corner— and this year, you want it to be extra special for employees. The team has gone above and beyond, and it’s time to celebrate hard-earned success. Rather than holding a boilerplate luncheon, you want to host a motivational and festive party. Planner, beware: below are the cardinal do’s and don’ts of holiday parties. DON’T TREAT A HOLIDAY PARTY AS A MUNDANE MEETING It’s likely that employees see each other every day, and it’s easy to assume that everyone knows the ins and outs of one another’s lives. But because the office is a busy environment, employees often rely on social gatherings to better connect with colleagues and to bet-
±)ZIV]SRIMWWXMPPVEZMRKEFSYXSYVLSPMHE]TEVX] 8LIJSSHERHTVIWIRXEXMSR[IVIFSXL´W ]SYKY]WHMHEREQE^MRKNSF 2SXSRP]HMH]SYWXE][MXLMRSYVFYHKIX]SY LMXMXSYXSJXLITEVO*VSQ½RHMRKXLITIVJIGXZIRYI XSLIPTMRK[MXLHqGSVPMKLXMRKERHQYWMG ]SYI\GIIHIHSYVI\TIGXEXMSRWSRIZIV]PIZIP °8&;%
²
²
3YVTEGOEKIWWXEVXEXTIVTIVWSR[LMGLMRGPYHIWJSSHEPGSLSPMGERHRSREPGSLSPMGFIZIVEKIWWXEJJERHVIRXEPW 0IXYWEPWS½RHXLITIVJIGXZIRYIJSV]SYVLSPMHE]TEVX]
`GVEMRW$RIYQERWOMXGLIRGSQ`[[[RIYQERWOMXGLIRGSQ S7
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
motivated by the CEO’s message, aware of what’s on the Sound: If you’re including music or enterhorizon and receive recognition for their efforts, they are more likely tainment, make certain all sound compoto be engaged in the business. The holiday bash is a great place to start. nents are tested hours before the event. The last thing you want is the microphone to cut out, or the music to be too soft. Have an DON’T CREATE A STALE MOOD FOR THE PARTY audiovisual technician on hand during the Due to budgetary concerns, you’ve had to cut back on holiday party ex- festivities to monitor the sound quality and penses. It happens. Still, the fête is not a standard boardroom meeting make proper adjustments when needed. with drab presentations in a darkened room—it’s much, much more. Rent sound and lighting systems to ensure everyone can see and hear what is happening on stage or throughout the room.
(Continued from S7)
DO USE ALL FIVE SENSES TO SET THE PERFECT MOOD Sight: Can everyone see each other? Can you use lighting equipment to enhance the mood? Think strings of colored holiday lights around the room.
Smell: If the venue allows for it, light scented candles on each table. Or, place food stations around the room so employees can smell the dish each chef is preparing. Taste: Having festive food and drink can make or break a holiday party. Eggnog, cookies, turkey, cranberries and other holiday treats—made from scratch—will create a positive mood and upbeat employees. Touch: Set up photo areas for fun employee pictures. Rent iPad®s as portable kiosks for employees to post to social media—and then display their dispatches on plasma TVs around the room, making the event interactive. S8
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
“
About the author
BECAUSE THE OFFICE IS A BUSY ENVIRONMENT, EMPLOYEES OFTEN RELY ON SOCIAL GATHERINGS TO BETTER CONNECT WITH COLLEAGUES AND TO BETTER UNDERSTAND THE UPCOMING PLANS FOR THE ORGANIZATION.
”
De-de Mulligan, CMP, CMM has been a meeting professional since 1993. She has planned, coordinated and executed over 1,500 meetings for groups from 10 to 10,000 individuals. Mulligan has been an active blogger in the meetings industry since 2009 and writes related pieces for AV Event Solutions, an audiovisual rentals and interactive technology tool rental company specializing in corporate and business meetings and events. Mulligan is on the board of directors of the PCMA POWER Chapter and Hudson Clocktower Rotary, and acts as MPI Education Chair for northeast Ohio. She lives and works in Hudson, Ohio. AV Event Solutions, now part of the SmartSource Rentals family, is a total technology solutions provider in the AV and IT arena for organizations nationwide. The company is headquartered in Hauppauge, New York with 21 branch offices to serve the meetings and events industry.
S9
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
FROM RUNWAY TO TABLE TOP: WHY FASHION AND COLOR TRENDS ARE CRUCIAL TO THE EVENT PROFESSIONAL
These days, even savvy fashionistas rely on event professionals to design their weddings or special events. It’s not enough to be entertaining—each affair must be fashion-forward, too.
A deep knowledge and understanding of fashion trends can make a business event relevant and colorful
PANTONE A familiarity with Pantone, and an ability to follow seasonal color trends, will prepare you months in advance—especially if you have clients contacting you a year before their event. Pantone is the leading authority on color for design industries, and is best known for its Pantone Matching System (PMS). Fashion and interior designers, graphic artists and florists, for example, follow the Pantone color system to match color swatches. Professionals also use Pantone to check-in on what’s trending from season to season. Event planners should be utilizing this tool as well, so that they can inform their
By Nancy Stoltz
S10
With that in mind: event professionals, are you prepared for the “Pantone Color of the Year”? And do you know what prints, textures and fabrics are trending? Spending a little time season to season researching color and fashion trends will help you dress those weddings and events in style, and impress your clients and guests. Here’s a rundown of your go-to resources:
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
clients and potentially incorporate one or more of these color trends into their overall design theme. Pantone declares a “Color of the Year” annually. This color is discussed 12 months beforehand, with international representatives presenting and debating their ideas. The color ultimately connects to the spirit of the time, representing the world’s culture and economy. When Pantone announced the 2012 color of the year as Tangerine Tango, they cited the need to provide “the energy boost we needed to recharge and move forward.” This year’s color, Emerald, was chosen because its “vivid, verdant green enhances our sense of well-being further by inspiring insight, as well as promoting balance and harmony.” Leatrice Eiseman, executive director of the Pantone Color Institute, says, “green is the
most abundant hue in nature and symbolically, Emerald brings a sense of clarity, renewal and rejuvenation, which is so important in today’s complex world.” The Color of the Year is announced in early December; however, Pantone also introduces several seasonal color trends for fall/winter and spring/summer, about six months prior to the actual seasons. These colors, along with a full fashion report, can be found on www.pantone.com and are announced alongside New York Fashion Week (early September for spring trends; early February for fall trends). FASHION Simply stated, fashion dictates trends in home décor and, ultimately, event and wedding décor. Event professionals should begin monitoring these trends early, far before they hit the event (Continued on S12)
CLASSIC NEW YORK
Let our holiday tradition become your s. FOR NEARLY 70 YEARS, CIRCLE LINE HAS HOSTED SPECIAL EVENTS SET TO THE MOST CLASSIC BACKDROP OF ALL – THE NYC SKYLINE. HOLIDAY PA"$#:OCKT "!$ #:OMP ( %$ #: $!!"$ :(" "TIONS PACKAGES STARTING AT $79 PER PERSON. PLENTY OF HOLIDAY CHEER INCLUDED. PIER 83, WEST 42ND ST. & 12TH A&:$ "
:"$"#" C :'''.CIRCLELINE42.COM
S11
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013 world. For example, following runway shows and color trends six months before the season hits will give you nearly a year’s notice if you have a summer company picnic to plan. (Further, www.lenzing.com is a powerful tool to see what textiles and colors are trending.)
(Continued from S11)
“Knowing how to complement the Color of the Year—or any of the various trending colors—into their overall color palette can really help an event planner excel in their business,” says Kate Kovalick Patay, Creative Coverings’ executive director of sales and marketing. Also, following the runway shows through websites like www.style. com or consistently perusing magazines like InStyle or Vogue will grant you insight into the color, textile and print trends forthcoming, as well as how they coordinate together. In 2013, we are going to see everything from eclectic to glam: bold contemporary prints, knitted textures, polished raw materials, printed denim and lots of layering. CREATING COLOR PALETTES Lastly, how do you take reigning color and fashion trends and mar-
Special Advertising Section
ry them to a dynamic design that pleases both your client and their guests? Knowing the psychology of colors is paramount when creating color palettes. “The chief function of color should be to serve expression,” said Henri Matisse, the famed French painter. Individual colors can evoke certain emotions, especially with regards to cultural traditions. Consider who is hosting the event, the type of event and the guest profile when creating color-scapes. This year’s color, Emerald, is a shade of green, meaning life. It is abundant in nature and symbolic of health and tranquility. Emerald creates balance, harmony and stability. When mixed with blues, Emerald can create a sense of nature, new beginnings and growth. If mixed with browns, it makes for a more organic feeling. You can truly impress your client by knowing
A Yacht for all Seasons
Holiday Parties Client Dinners Formal Meetings Climate-Controlled | Fully Customizable | Groups from 50 - 500
worldyacht.com | 877-659-7257 Pier 81 · West 41st Street & 12th Avenue
S12
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
the hot color trends, but also by creating various color palettes depending on their interests. Some of the resources available to you are www.theperfectpaletteblog.com, where you can click one color to find several color combinations that work; www. stylemepretty.com, www.mospensstudio. com/blog/ and www.pinterest.com are also great tools for researching color and trend ideas. Knowing the current color and textile trends will help you educate your clients so that they can impress their guests with fashion-forward style. When your client wants to use his/her favorite color, purple, in their décor, don’t be shy—share your trendsetting knowledge of this coming season’s hot color and fabric combinations. Give them ideas to coordinate his/her favorite color with complementary trending colors.
About the authors Kate Kovalick-Patay is executive director of sales and marketing for Creative Coverings, Inc., a leader in fine wedding linens, tablecloths and table linens for event planning. www.creativecoverings.com Author: Nancy Stoltz is the director of marketing and design at Creative Coverings where she directs product development, marketing, design and fabric trend research for this fast-growing company. Nancy previously served as advertising account executive and assisted in theme design and production of special events for the Bauserman Group in Reno, NV. She brings a well-developed fashion and trend insight to Creative Coverings. Nancy has experience running her own business as a fashion consultant and attended The Academy of Art University’s Master’s Program focusing on Fashion Marketing. With a passion for textiles, Nancy travels coast-to-coast each year to find fresh new trendy fabrics that she then translates into fashionable table top designs. Nancy’s table designs have received recognittion in several event-related publications, including Beautiful Bride, Las Vegas Bride, Special Events, Catersource and Event Solutions publications, as well as awarded Best Table Top Design at a National Association of Catering Executives table design competition. Nancy recently played a key role in creating Creative Coverings design center and showroom in the national office.
This year toast the Holidays with Bubbly and Bespoke Celebrations at Ça Va.
PR I VAT E DINING
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 & 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 bash. Book your Holiday Party today: Contact Lauren Tidey, Ça Va Restaurant Sales Manager: 212-803-4565 or
[email protected]. Book before October 19,2013 and inquire about Early Bird Booking Special! 310 West 44th Street 212-803-4545 www.cavatoddenglish.com S13
CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013
Special Advertising Section
PREPPING FOR THE ANNUAL WINTER BASH: TRENDS FOR HOLIDAY PARTIES IN 2013 Charlie Palmer’s energetic, unabashed signature Aureole, located in the Bank of America building, is the ideal location for private holiday dinners and celebratory soirées.
Smaller groups, an interactive atmosphere and laser-focus on good food are a few popular ideas By Jill Heltman
Contact us today to inquire about your next event ·
[email protected] · 646.392.9172 x 20 135 West 42nd Street (6th/Broadway) · 212.319.1660 · CharliePalmer.com
In my world—where the days between Thanksgiving and Christmas are always a frenzy of family celebrations, corporate gatherings and weddings—it’s never too early to start planning for the holidays. So, in the spirit of Christmas in July, here are seven hot trends for corporate holiday parties:
Astra’s airy midtown location with dynamic Manhattan views offers the perfect venue to celebrate the season for corporate holiday dinners, family gatherings and elegant receptions.
by Chef Charlie Palmer
Contact us today to book your holiday event JPXUSK\#FKDUOLHSDOPHUFRP ' '%XLOGLQJ 7KLUG$YHWK)ORRU$VWUD1
