pageS1 - Crain's New York Business · The Helmsley Park Lane Hotel S9 ... likely time for a...

2013

INSIDE:

HOW CORPORATE EVENT PLANNING DRIVES BUSINESS SUCCESS .................................................................

THE DO’S AND DON’TS OF HOSTING A SUCCESSFUL CORPORATE HOLIDAY PARTY .........

FROM RUNWAY TO TABLE TOP: WHY FASHION AND COLOR TRENDS ARE CRUCIAL TO THE EVENT PROFESSIONAL..........................................................

PREPPING FOR THE ANNUAL WINTER BASH: TRENDS FOR HOLIDAY PARTIES IN 2013 ..................

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Special Advertising SectionCORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013

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Astra by Charlie Palmer S14

Apella, Event Space at Alexandria Center S18

Aureole S14

Bar Americain S4

Bowlmor S5

BR Guest Restaurants S10

Ça Va Brasserie

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Circle Line Charters S11

Empire City Casino S8

Eventi, A Kimpton Hotel S2

The Helmsley Park Lane Hotel S9

Hard Rock Cafe

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Hornblower Cruises & Events S3

InterContinental New York Times Square

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Intrepid Sea, Air & Space Museum

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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 S12

VENUE INDEX

Special Advertising SectionCORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013 Special Advertising SectionCORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013

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 SARAH WOLFF; OTHER PHOTOS BY MELANIE EINZIG.

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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 opportu-nity for a company to achieve its goals.

It is a business axiom that personal rela-tionships are the foundation of success. But a growing reliance on technology has re-duced 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 corpo-rate events, and how to capitalize on them:

EVENTS BUILD RAPPORT

In an increasingly impersonal and num-bers-driven business environment, corpo-rate events provide a unique opportunity to build face-to-face relationships with custom-ers, employees and suppliers. Yet the full po-tential 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 com-munication events. And to succeed, they re-

HOW CORPORATE EVENT PLANNING DRIVES BUSINESS SUCCESS Signing off email and meeting in-person can bolster client relationships

By Michael Vennerstrom

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Special Advertising Section

GRACE, WARMTHAND STYLEBar 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]/privatedining

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


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quire measurable objectives, clear messaging and effective strategies. Re-grettably, few companies focus on the strate-gic content of their event until the last min-ute, preferring instead to hone in on logistical or budgetary requirements—without regard for desired outcomes. As a result, the logis-tical elements of the event may not support the strategic and communication objectives of the event.

EFFECTIVE CORPORATE EVENTS

Corporate event planning must integrate both strategic and tactical elements to be truly rewarding. Success requires a clear un-derstanding of the event’s business goals, and how they support the company’s greater busi-ness 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 in-clude both strategic and tactical expertise, you aren’t gaining full value of your invest-ment. 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 com-pany 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 stra-tegic 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

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host your holiday part yat our house

book your event today:646.977.8400 or [email protected]

www.yankees.com/events

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Special Advertising Section CORPORATE EVENTS AND HOLIDAY PARTIES GUIDE 2013

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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

By De-de Mulligan

Your corporate holi-day 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 mo-tivational and festive party. Planner, beware: below are the cardinal do’s and don’ts of holi-day parties.

DON’T TREAT A HOLIDAY PARTY AS A MUNDANE MEETING

It’s likely that employ-ees see each other ev-ery 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-

ter understand the upcoming plans for the or-ganization.

DO TAKE THIS OPPORTUNITY TO MAR-KET 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)


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motivated by the CEO’s message, aware of what’s on the horizon and receive recognition for their efforts, they are more likely to be engaged in the business. The holiday bash is a great place to start.

DON’T CREATE A STALE MOOD FOR THE PARTY

Due to budgetary concerns, you’ve had to cut back on holiday party ex-penses. It happens. Still, the fête is not a standard boardroom meeting 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.

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.

Sound: If you’re including music or enter-tainment, make certain all sound compo-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 audiovisual technician on hand during the festivities to monitor the sound quality and make proper adjustments when needed.

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 holi-day 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 em-ployees to post to social media—and then dis-play their dispatches on plasma TVs around the room, making the event interactive.

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About the author

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 interac-tive 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 technol-ogy 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.

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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.


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FROM RUNWAY TO TABLE TOP: WHY

FASHION AND COLOR TRENDS ARE CRUCIAL

TO THE EVENT PROFESSIONALA deep knowledge and

understanding of fashion trends can make a business event

relevant and colorful

By Nancy Stoltz

These days, even savvy fashionistas rely on event professionals to de-sign their weddings or special events. It’s not enough to be entertain-ing—each affair must be fashion-forward, too.

With that in mind: event professionals, are you prepared for the “Pan-tone Color of the Year”? And do you know what prints, textures and fabrics are trending? Spending a little time season to season research-ing 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:

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 lead-ing authority on color for design industries, and is best known for its Pantone Matching System (PMS). Fashion and interior design-ers, 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


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clients and potentially incorporate one or more of these color trends into their overall design theme.

Pantone declares a “Color of the Year” an-nually. This color is discussed 12 months beforehand, with international representa-tives 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 symboli-cally, Emerald brings a sense of clarity, renew-al and rejuvenation, which is so import-ant 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, ultimate-ly, event and wedding décor. Event professionals should begin mon-itoring these trends early, far before they hit the event (Continued on S12)

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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.)

“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 Pa-tay, 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, print-ed denim and lots of layering.

CREATING COLOR PALETTES

Lastly, how do you take reigning color and fashion trends and mar-

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. In-dividual 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 na-ture and symbolic of health and tranquility. Emerald creates balance, harmony and sta-bility. 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

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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 re-search for this fast-growing company.

Nancy previously served as advertising account execu-tive 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 Cre-ative 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 ta-ble 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.

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 sev-eral 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 fash-ion-forward style. When your client wants to use his/her favorite color, purple, in their décor, don’t be shy—share your trendset-ting knowledge of this coming season’s hot color and fabric combinations. Give them ideas to coordinate his/her favorite color with complementary trending colors.

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.

This year toast the Holidays with Bubbly and Bespoke Celebrations at Ça Va.

310 West 44th Street 212-803-4545 www.cavatoddenglish.com

Book your Holiday Party today: Contact Lauren Tidey, Ça Va Restaurant Sales Manager: 212-803-4565 [email protected]. Book before October 19,2013 and inquire about Early Bird Booking Special!

PR I VAT E DINING

The Holidays Never Tasted so Good


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PREPPING FOR THE ANNUAL WINTER BASH: TRENDS FOR HOLIDAY PARTIES IN 2013

Smaller groups, an interactive atmosphere and laser-focus on good food are a few popular ideas

By Jill Heltman

In my world—where the days between Thanksgiving and Christmas are always a frenzy of family celebrations, corporate gath-erings 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 par-ties:

1. GIVING BACK

Gone are the days of over-the-top holiday ex-travaganzas with cash bonuses for each em-ployee. Since 2008, a lot of companies have cut the party out of the budget complete-ly and others have scaled back a great deal. The trend is shifting away from outdoing the competition and more toward employ-ee appreciation. I would never recommend holiday parties be omitted altogether—they are an integral part of building morale and celebrating hard work—but I can respect a company’s need to cut costs.

In addition to simplifying the event, many companies choose to celebrate their own successes by giving back to the less fortunate. This can be as simple as placing a barrel at the entrance of your event venue to collect non-perishable food items. Others may con-


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.

Contact us today to inquire about your next event · [email protected] · 646.392.9172 x 20135 West 42nd Street (6th/Broadway) · 212.319.1660 · CharliePalmer.com

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.

Contact us today to book your holiday event

by Chef Charlie Palmer


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tribute a day of service, volunteering hours in the field to aid a local charity, followed by a celebratory and hearty lunch.

2. FULL-SERVICE EVENT VENUES

Several companies are skipping off-the-beat-en path venues that require everything to be brought in. In their place is a reliance on unique, full-service venues, where china, sil-verware, linens, set up, breakdown, food and beverages are all provided on-site.

3. SMALL-SCALE FUNCTIONS

Larger companies are trending towards host-ing intimate meals by department, rather than huge receptions for the entire company. It’s a successful plan on two fronts, saving the company money and also creating a more meaningful intimacy.

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MANY COMPANIES CHOOSE TO CELEBRATE THEIR OWN SUCCESSES BY GIVING BACK TO THE LESS FORTUNATE. THIS CAN BE AS SIMPLE AS PLACING A BARREL AT THE ENTRANCE OF YOUR EVENT VENUE TO COLLECT NON-PERISHABLE FOOD ITEMS

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Good Tidings in Times Square! At the InterContinental New York Times Square we have developed customized Holiday Packages perfect for any event big or small. With special rates starting from $95.00 per guest and an Early Bird Booking Special that includes 30 minutes of complimentary passed prosecco and canapés, it’s just another reason to toast to the season!

To inquire more or to book your holiday party please contact the Catering Sales Department (t) 212-803-4591 (e) [email protected]* Early Bird Special must be booked by 10/30/2013

300 West 44th St, New York, NY 10036 United States | Tel: 212-803-4500 | www.interconny.com


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4. TASTE-CENTERED FÊTES

Swanky lounge furniture and over-the-top entertainment budgets are being slashed to make way for tasty cuisine. Companies are getting down to the nuts and bolts of a party: food and beverages. Holiday bashes this year will rely on heavy hors d’oeuvres or tasting stations like a macaroni and cheese bar, or a burger and chicken slider station. Full open bars are being replaced with hosted beer and wine, with one or two signature cocktails.

5. POST-HOLIDAY CELEBRATIONS

There is so much demand placed on employees’ time during the hol-idays with family functions, holiday plays and social gatherings, that many companies are shifting their celebrations to January. This trend may result in a greater guest turn out—and can also save the compa-ny some money, as January is typically the off-season for event venues and social caterers.

6. INTERACTIVE ELEMENTS

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IN THE END, QUALITY FOOD, A UNIQUE VENUE, SPECIAL ENTERTAINMENT OR AN ELEMENT OF SURPRISE OUTWEIGHS OPULENCE AND EXTRAVAGANCE.

Extravagant and lavish holiday bashes are a thing of the past. In their place?

The Intrepid Sea, Air & Space Museum is awe-inspiring the moment your guests arrive. It’s a unique venue withone-of-a-kind event spaces: the Flight Deck, the Hangar Deck, the Pier and the newly reopened Space Shuttle Pavilion.

stomized party, event and meeting packages for 20 to 6,000 people.

tacular views of the Manhattan skyline and Hudson River.

To book your holiday party aboard NY s most iconic venue,email [email protected], call 646.381.5301 or visit intrepidmuseum.org

Special Events at Intrepid Museum

P I E R 8 6 , W E S T 4 6 T H & 1 2 T H A V E N U E , N E T Y

WHERE YOUR HOLIDAY PART Y REACHES NEW HEIGHTS.


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and goodwill, not putting on a bigger and better party than the year before. In the end, quality food, a unique venue, special entertainment or an element of surprise outweighs opulence and extravagance.

About the author

Jill Heltman is a sales and marketing manager for her family’s catering and events business. She has extensive experience in all areas of food, beverage and hospitality industry. Jill likes to say she has 35 years of experience because she was a couple hours shy of being born on the kitchen floor of her parents’ restaurant and catering company, the first day they opened for business.

Since the first day they opened for business, in an urban Cincinnati neighborhood, Village Pantry Catering has provided simple but elegantly prepared meals to parties ranging from 12 to 1200. Renowned for its professional and courteous staff, exqui-site taste and presentation of food, Village Pantry is the local standard in Greater Cincinnati. Village Pantry offers a wide range of catering services to some of the city’s most coveted venues, as well as their own beautifully renovated venue, RSVP Event Center. Whether you’re hosting an event at a private residence, an elite venue, or at RSVP Event Center, you can be confident when choosing Village Pantry Ca-tering. Their talented chefs have been entrusted with creating thousands of unfor-gettable meals and unique events, including serving US presidents, sports celebrities and dignitaries.

Parties structured around entertaining team building. Murder mystery dinners remain a great way to bring a crowd of any size together.

7. TIME OF DAY

Whether juggling a tight budget or not, there is an inherent risk in incorporating an open bar. While allotting two drink tickets per guest can limit the amount of intake overall, some guests may give their tickets to others, which causes the same end result: essential-ly an open bar for some. Hosting a holiday party during lunch hour is still an effective way to celebrate with employees and improve outlook, while remaining within budget and omitting the alcohol.

Companies are beginning to once again spend money on year-end celebrations. But the reinvestment comes with change: holi-day parties now focus on building morale

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