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					                                                                                                                                                                 Hush Lounge




                                                                                                                                           Heat Ultra Lounge     Apple Restaurant and Lounge
                                                                                                 VENUES



                                                          Lounge Life
                                                          These new bars and clubs—from intimate to huge—offer
                                                          space for nighttime entertaining for groups of all sizes.
                                                          A BIG O.C. CLUB The newly opened Anaheim GardenWalk—close to the              A REVAMPED SPACE Hollywood’s speakeasy-style 86 debuted under
                                                          Anaheim Convention Center—has added the club Heat Ultra Lounge to             new ownership as Hush Lounge in August. Co-owners Robert Palmer and
                                                          its growing list of venues. The space, designed by Nikko Hendi, features      Brenda Phillips remade the space with upholstered leather banquettes and
                                                          deep red, slate gray, and dark wood tones. Decor includes natural ele-        crystal chandeliers in homage to the venue’s history as a speakeasy belong-
                                                          ments like trees, plus three crystal chandeliers. Heat spans more than        ing to Rudolph Valentino. The 5,377-square-foot supper club features live
                                                          10,000 square feet, with two distinct areas for entertaining that can be      jazz performances on the weekends and can accommodate 160 for seated
                                                          combined to accommodate 900 guests. The main room has a dance floor            events or 300 for receptions. The Autumn Leaves lounge seats 20, as does
                                                          and two bars, while the smaller lounge area has one bar; both areas have      the Valentino dining room. Chef Keith Silverton’s menu features entrées
                                                          their own DJ stations. There is a glass-walled indoor smoking lounge          such as braised short rib and hanger steak with truffles and herbs. (6533
                                                          with a ventilation system that funnels smoke outside. Heat does not           Hollywood Blvd., Hollywood, 323.467.4874)
PHOTOS: NIKKEL DESIGN & DEVELOPERS (HEAT ULTRA LOUNGE),




                                                          serve food but works with preferred caterers and allows outside catering      A TASTE OF NEW YORK Under the co-ownership of Allison Melnick, Robin
                                                          for events. (21 West Katella Ave., 714.776.4328)                              Antin, and Bryan Ogden, Apple Restaurant and Lounge is now open in West
                                                          A HOLLYWOOD HAUNT Loyal Pennings, John Terzian, and Grace Hollywood—complete with a red apple-shaped disco ball over the downstairs
                                                          Fernandez are partners in the 10,000-square-foot Hollywood supper club lounge. The lounge area for 149 references the Big Apple, with red Plexiglas
COURTESY OF HUSH LOUNGE, BIZBASH (APPLE)




                                                          Stork, which features exposed-brick and concrete decor created by Amanda accents and a palette of black, red, and white. A mural of paparazzi in the
                                                          Scheer Demme. Adjacent to the Kodak Theatre, Stork is composed of two bathroom with blinking lights for camera flashes adds a local touch to the
                                                          separate structures joined on a second floor and linked by a walkway. It also New York theme. The 125-seat restaurant features decor in earth tones, dark
                                                          includes a lounge that accommodates 315 and a gallery space with its own wood floors, a water wall behind the bar, and reclaimed barn-wood walls.
                                                          bar. Available for full buyout, the venue holds 650 guests. Steven Arroyo Outdoor dining is available, as is a semi-enclosed cabana for 16 on a patio
                                                          (owner of Cobras & Matadors) oversees the kitchen and created the menu, along Robertson Boulevard. The venue is available for full or partial buyouts.
                                                          which includes entrées such as steak frites with chive aioli and seared scal- At press time, the Pussycat Dolls Lounge was slated to open next door in late
                                                          lops with shiitake mushrooms and snap peas. (1738 North Orange Drive, September, under the same ownership. (665 North Robertson Blvd., West
                                                          Hollywood, 323.462.3663)                                                      Hollywood, 310.358.9191) —Shilpa Gopinath & Laura Kasavan


                                                                                                                                                  bizbash.com/losangeles november/december 2008 29
Wolfgang Puck Catering at La Jolla Playhouse:
Dramatic Events in an Artful Setting
Wolfgang Puck Catering at La Jolla Playhouse sets the stage for dramatic dining and artful
entertaining. Located in the San Diego coastal suburb of La Jolla, California, on the UC San Diego
campus, this beautiful venue is set in lush landscaping and is the perfect place for intimate dinners,
private receptions and corporate events. Whether it’s an event for 20 or 2,000, Wolfgang Puck
Catering brings delicious food and legendary service to create a truly world-class, restaurant-quality
experience. And with nearly limitless menu options, your meal will be as unique as the occasion.

Jaí by Wolfgang Puck | La Jolla Playhouse | 2910 La Jolla Village Drive, La Jolla, CA 92037




t. 858.638.7778 x204 | www.wolfgangpuckcatering.com
                                                                                                                                                                                            The Linkery




                                                                                                DESTINATION REPORT                                                      Sea Rocket Bistro   Whisknladle

                                                                                                                             SAN DIEGO



                                                                                     Privacy, Please
                                                                                     Eateries with private dining options are popping up all over San Diego. Here’s where to go…
                                                                                     FOR A MODERN SPOT Formerly Fresh(er), the modern, minimalist                     June. Architect Matthew Ellis is behind the space’s western decor, which
                                                                                     Whisknladle reopened in February after a complete remodel. A large cov-          includes exposed-beam ceilings, landscape photographs, and cow-skin
                                                                                     ered patio with earth-toned seating out front serves as the main dining area.    walls. A private dining room seats 16 or holds 25 for receptions. The bar
                                                                                     Inside, the bar features white leather bar stools, brown leather couches, and    features leather booths and offers bites such as beef medallions with blue
                                                                                     white Lucite cube tables. A 16-seat private dining room has a walnut dining      cheese and mushrooms stuffed with cream cheese, bacon, and spinach.
PHOTOS: ANGIE VOORHIES (SEA ROCKET), DOUG GATES (LINKERY), COURTESY OF WHISKNLADLE




                                                                                     table, white leather chairs, a large flat-screen TV, and audiovisual equipment.   Entrées include a variety of hand-cut steaks from the on-site butcher shop.
                                                                                     (1044 Wall St., La Jolla, 858.551.7575, www.whisknladle.com)                     (640 10th Ave., 619.450.5880, www.thecowboystar.com)
                                                                                     FOR SURF AND TURF Vigilucci’s Restaurant Group opened Vigilucci’s                FOR A SUSTAINABLE MENU The Linkery moved to its current location
                                                                                     Seafood, Steak & Chop House in La Jolla Village in January. The                  and held its grand reopening in mid-July. Available for private events
                                                                                     5,000-square-foot restaurant features a 55-seat private room with its own        on weekdays, the 177-seat space has a raw feel, with salmon walls, a big
                                                                                     bar and an outdoor patio that accommodates 60. Entrées include Atlantic          wooden bar, an open kitchen in the center, and glass garage-style doors
                                                                                     salmon and asparagus in a brandy-cream sauce with wide-ribbon pasta,             that open in warmer months. A private room with wine-hued walls and
                                                                                     and a veal chop with wild mushrooms in a cognac sauce. (909 Prospect             wood furniture seats 35. The menu changes daily and features farm-raised
                                                                                     St., La Jolla, 858.454.9664)                                                     meats. (3794 30th St., 619.255.8778, www.thelinkery.com)

                                                                                     FOR COMMUNAL DINING Restaurateurs Dennis Stein and Elena            FOR AN OPULENT EATERY Entertainment and real estate development
                                                                                     Rivellino opened farm-to-table restaurant Sea Rocket Bistro in Northcompany EnDev Enterprises opened comfort-food spot Dish in May.
                                                                                                                                                         Southern California design firm Davis Ink is behind the 1,600-square-foot
                                                                                     Park in June, emphasizing local and sustainable seafood. Entrées include
                                                                                                                                                         restaurant’s detailed decor, which includes padded snakeskin walls, gold
                                                                                     market fish with seasonal vegetables and seafood paella. A 20-foot-long
                                                                                                                                                         banquette seating, and peacock prints. The space features an outdoor patio
                                                                                     communal table in the semiprivate front room seats 20 for events, the
                                                                                                                                                         and three indoor dining sections, including a private table for 12 bordered
                                                                                     main dining room seats 32, and the bar accommodates 14. (3382 30th St.,
                                                                                     619.255.7049, www.searocketbistro.com)                              by the eatery’s wine collection. Chef Antonia Friscia’s menu includes
                                                                                                                                                         deconstructed matzo ball soup, and a lounge menu features small plates
                                                                                     FOR SOUTHWESTERN KITSCH Restaurateurs Jon and Angie Weber and such as sliders with truffle aioli. (1220 University Ave., 619.296.3474,
                                                                                     executive chef Victor Jimenez opened Cowboy Star in East Village in www.endevevents.com) —Laura Kasavan


                                                                                                                                                                                bizbash.com/losangeles november/december 2008 31
                                   he
                            Raise T Bar.
P L A N Y O U R N E X T E V E N T AT B U C A
If you’re looking for a great one-of-a-kind meeting or event spot, Buca
di Beppo is the place. Our atmosphere is inspired by traditional Italian
restaurants, with family style portions that are perfect for small and
large groups. We have a variety of rooms available for private parties,
and four banquet packages that are molto bene! So bring your next
event to Buca di Beppo.




866-EAT-BUCA                                     sm



(866-328-2822)


Open daily for lunch at 11:00                              bucadibeppo.com
                                                      EVENT REPORTS
PHOTO: GABOR EKECS




                     SOUTH AMERICAN STYLE
                     Designer Billy Butchkavitz gave HBO’s Emmy
                     after-party a look inspired by modernist Brasilia.


                                                                          bizbash.com/losangeles november/december 2008 33
                                                                             EAST MEETS WEST For TV Guide’s after-party
                                                                             at the Kress, Event Eleven’s Tony Schubert
                                                                             transformed 150,000 square feet of adjacent
                                                                             parking lot into an Asian-influenced space
                                                                             in keeping with the club’s decor. MGMT and
                                                                             the Bravery performed in a tent draped with
                                                                             150,000 yards of red Taipei silk and decorated
                                                                             with 1,000 origami cranes.




Television’s Big Night
The ratings for this year’s Emmy awards demonstrated that the show itself fell flat—but the related
parties, with their striking decor, entertainment, and venue offerings, were a high point.
By Rosalba Curiel, Alesandra Dubin & Irene Lacher




                                                                                                                              PHOTOS: GABOR EKECS (HBO), ALEX BERLINER/BERLINER STUDIO/BE IMAGES (BILLY IDOL),
                                                                                                                              NADINE FROGER PHOTOGRAPHY ( ALL OTHERS)




MODERNIST MOVEMENT For HBO’s Emmy party, the network’s
longtime collaborator Billy Butchkavitz let his imagination wander
5,800 miles to the modernist utopia of Brasilia. Working with HBO’s
vice president of special events Eileen Rivard, Butchkavitz applied
a palette of blue, green, and yellow to the Pacific Design Center’s
fountain plaza. Percussionist Ravi Jakhotia manned the drums, and
blowups of paintings by South American artists decked the walls.


34 bizbash.com/losangeles november/december 2008
ANNIVERSARY PARTY Governors Ball co-chair Dwight Jackson’s
design for this year’s diamond anniversary ball was inspired by
Marilyn Monroe’s performance of “Diamonds Are a Girl’s Best
Friend” in Gentlemen Prefer Blondes. Diamond-shaped chande-
liers, as well as Schiaparelli pink roses (the same shade as Mon-
roe’s dress) decorated the Los Angeles Convention Center.




                                                                          IDOL WORSHIP After moving the Entertainment Tonight
                                                                          party last year to the Walt Disney Concert Hall downtown,
                                                                          organizer Lisa Summers Haas decided to keep the party
                                                                          where it was—minutes from the award show’s new venue,
                                                                          the Nokia Theatre. Billy Idol entertained the celeb-heavy
                                                                          crowd of about 1,200. Sponsors set up product lounges on
                                                                          the patio while Crumbs stacked cupcakes inside.


                                                                    bizbash.com/losangeles november/december 2008 35
                                                                                                                     Mirrors and fabric flowers decorated tree
                                                                                                                     planters in the courtyard of the theater.




Theatrical Production
Patrons of the Mark Taper Forum celebrated the venue’s $30 million renovation
with a big-scale gala and debut of The House of Blue Leaves.
AFTER BEING CLOSED for a yearlong top-to-bottom makeover, the                    ner, Dame Edna did table interviews with guests, which were projected
Mark Taper Forum opened its doors to donors, celebrities, and V.I.P.s with       onto large plasma screens, followed by a skit of Dame Edna touring the
a gala celebrating the renovated theater on September 13. Dame Edna (the         new Taper. Then she emerged, leading a marching band, while a simul-
character played by Australian comic Barry Humphries) hosted the event,          taneous light show revealed the remade theater. She then invited guests
and her unscripted humor lent an element of surprise to the evening.             to come inside and see the new space’s inaugural show, John Guare’s The
    Center Theatre Group’s Charity Wu enlisted the help of p.g/:R                House of Blue Leaves.
Productions to produce the event. “Considering this is a theatrical event,           As guests watched the play, organizers transformed the courtyard
decor is highly exaggerated—it’s not your regular sit-down dinner. Dame          into the setting for the after-party. Patrons came out to find candy stations
Edna is very over the top, so decor is over the top,” said p.g./:R Productions   on large glass tables, a live band, and a dance floor. Dame Edna made a
event producer Anie Andonian.                                                    final champagne toast to the new theater while her butler (who was by
    Guests entered by way of a red carpet, where Dame Edna conducted             her side the entire night) brought a large
                                                                                                                                  Mark Taper Forum
                                                                                                                                                                  PHOTOS: NADINE FROGER PHOTOGRAPHY

interviews with celebrities and took pictures with patrons. A cocktail           box of fake dynamite to the platform.
                                                                                                                                  Reopening Gala
area was dressed in royal blue carpet, ice-blue linens, and modern floral         Joined by donors and V.I.P.s, the group
arrangements containing coral, green bamboo, and fuchsia. Custom-made            made a gesture to set off the dynamite box,      Catering Patina Group
                                                                                                                                  Decor, Design Studio RFD
bars surrounded by large orchid arrangements complemented the new                fueling a fireworks show for a dramatic           Fireworks Pyro Spectaculars
design of the Taper.                                                             reveal of the new Mark Taper Forum.              Flowers Square Root Inc.
                                                                                                                                  Lighting Brite Ideas
    At the end of cocktail hour, Dame Edna came through 14-foot-tall             Though the hostess left shortly after the        Production p.g/:R Productions
wooden doors and invited guests to be seated for dinner. The dining area         fireworks display, guests continued to flock       Rentals Resource One Inc.,
included mirrors surrounding tree trunks and large white fabric flower            to the dance floor until after midnight.           Classic Party Rentals
                                                                                                                                  Venue Mark Taper Forum
shapes embedded in planters. Blue silk linens covered tables. During din-                                   —Shilpa Gopinath


36 bizbash.com/losangeles november/december 2008
                Custom bars featured large,    Dame Edna came through huge wooden
                colorful floral arrangements.   doors, inviting guests to be seated for dinner.

As guests followed Dame
Edna and a marching
band into the theater, a
light show revealed the
renovated space.




                                                               A fireworks show concluded the event.
                                                                                                         Stilt walkers and dancers dressed in silver
                                                       A floral piece in the shape of one of Dubai’s      hues greeted guests and circulated around
                                                       man-made islands floated on the pool’s surface.    the estate throughout the evening.




Arabian Night
To celebrate the launch of Trump International Hotel & Tower Dubai, Donald Trump and
real estate developer Nakheel channeled the new property and its Middle East locale.
IT TAKES CLOSE to a day to get to Dubai from Los Angeles, so when               miniature models, as well as the estate’s full-scale buildings. “We took
it came time to celebrate the launch of the Trump International Hotel &         our creative direction from the [hotel and tower] building itself,” said
Tower Dubai on August 24, Donald Trump and his business partner, real           Obscura Digital’s Mia Choi, who acted
estate developer Nakheel, spared guests the journey, inviting them instead      as the event’s executive producer. “In        Trump International Hotel
                                                                                                                              & Tower Dubai Launch
to a more conveniently located fete on a three-and-a-half-acre estate in Bel    terms of mood for the event, we definitely
Air. However, providing attendees with a feel for the new property and the      went with water and steel blues—things        Audiovisual Production Video
                                                                                                                               Applications
city in which it is located was still important to the developers, who turned   that represented the building as well as      Car Service EmpireCLS
to Obscura Digital to create an environment that read a little more Middle      Dubai itself.”                                 Worldwide Chauffeured
                                                                                                                               Services
East than West Coast. The event was the second stop in a world tour that            In another notable nod to the Middle      Catering Wolfgang Puck
began in New York and is scheduled to hit four additional stops, including      Eastern city, a floral creation in the shape    Catering
London, before concluding in Dubai.                                             of one of Dubai’s man-made islands floated     Decor Production 911
                                                                                                                              Drapes Frank Alexander NYC
      As guests walked around the mansion’s massive grounds and past            atop the center of a swimming pool. A map     Flowers Krislyn Design Inc.
stilt walkers—some of whom wore hats in the shape of the property—they          of Dubai that included the palm islands       Furniture Rentals FormDecor,
glimpsed a 60-foot-diameter dome structure. Inside, Obscura technicians         served as the backdrop to a stage erected      Lounge22, Designer 8 Event
                                                                                                                               Furniture Rental, Taylor
had coated the dome with continually changing video scenes from Dubai,          on the Bel Air property’s tennis court,        Creative Inc.
including vehicles racing down city streets, yachts sailing along the coast,    where Christina Aguilera performed a four-    Lighting Ed and Ted’s Excellent
                                                                                                                               Lighting
and ground-level footage of the Trump International Hotel & Tower that          song set. Donald Trump lauded the R&B         PR Dan Klores Communications
gave onlookers the sense they were standing underneath the property.            singer’s talents to the assembled crowd, and  Production, Video, Dome
“We were virtually transporting party guests, bringing Dubai to them            informed everyone that he had “been with       Obscura Digital
                                                                                                                              Security Security Industry
                                                                                                                                                                PHOTOS: ASSOCIATED PRESS




through video technology,” said Obscura Digital C.E.O. Patrick Connolly.        her many times,” quickly following with,       Specialists
“The guests got to experience what it’s like to be there, but we didn’t have    “not in a sexual way,” ensuring that the      Set Construction Los Angeles
to fly 1,000 people to do the same thing.”                                       evening—now complete with a comment            Guild
                                                                                                                              Sound Clair Sound Worx
      Next to the dome, guests could scrutinize an intricate model of the       involving sex and celebrity—did after all     Stilt Walkers El Circo
hotel—flown in from Dubai—complete with functioning elevators, as                mix some down-home L.A. material into the     Tents Classic Party Rentals
                                                                                                                              Valet Chuck’s Parking Service
well as a one-hundreth scale model of the city. Blue lighting bathed the        Dubai-centric evening. —Rosalba Curiel


38 bizbash.com/losangeles november/december 2008
 The interior of a dome structure
 featured video imagery from Dubai.

The celebration took over three and a
half acres of a private Bel Air estate.




        A model of Dubai gave guests
        a bird’s-eye view of the city.
 The interior of a dome structure
 featured video imagery from Dubai.

The celebration took over three and a
half acres of a private Bel Air estate.




        A model of Dubai gave guests
        a bird’s-eye view of the city.
                                            Tru Blood decals plastered bars.




                                                                                                                      A metal structure supported a 30-foot-tall
                                                                                                                      bayou-inspired tree with 340 branches.




Blood Bath


                                                                                                                                                                    PHOTOS: DALE WILCOX FOR BIZBASH (THIS PAGE, TRU BLOOD BOTTLES), GABOR EKECS (ALL OTHERS)
HBO launched its new vampire series True Blood on the rooftop of Hollywood’s ArcLight
with a party that employed cemetery-style set pieces and plenty of red.
HOW MUCH DOES HBO love Alan Ball, executive producer of its hit Six                   Lining the walls were copies of posters decorated with devils that appear
Feet Under and its trumpeted new vampire series True Blood? Enough to            in the show’s vampire nightclub, Fangtasia. The neon sign for Merlotte’s,
send the cable channel’s favorite event planner, Billy Butchkavitz, to the set   the local watering hole where much of the action takes place, beamed over
to find inspiration for the after-party for True Blood’s premiere on September    the party, which was dotted with gazebos
                                                                                                                                  HBO’s True Blood Party
4—a first in Butchkavitz’s 14-year collaboration with HBO. And enough to          strung with plastic garlic and planted with
cover the roof of the ArcLight Hollywood parking structure with 30,000           headstones. Butchkavitz topped tables with       Catering Along Came Mary
                                                                                                                                   Productions
square feet of crimson carpet, topped with banquettes, buffets, and seats        wooden birds, red Mardi Gras-style beads         Design, Decor Billy Butchkavitz
covered in 2,400 yards of cut red velvet to create a vast vampire-friendly       and cemetery lanterns holding pillar candles,     Design
                                                                                                                                  DJ DJ Pesce
landscape the color of blood.                                                    embellished with tarantula magnets.              Lighting Images by Lighting
    The evening began with a Cinerama Dome screening of two hourlong                  The series also has a mischievous side,     Rentals Town & Country Event
episodes of the Southern Gothic series. Nearly 1,200 guests ascended to          and the party had plenty of fun elements:         Rentals
                                                                                                                                  Security Special Event
the roof party, where waiters met them with bottles of Tru Blood cocktails       jars filled with plastic fangs, devil masks,       Management (SEM)
(rum and cranberry and pineapple juices), named after the synthetic blood        and waitstaff T-shirts and boxes of mints        Set and Tree Frame
consumed by the show’s vampires. Working with HBO vice president of              emblazoned with “Suck on this.” The party         Construction Event
                                                                                                                                   Construction Services (ECS)
special events Lauren McMahon, Butchkavitz combined props from the               was still going after midnight, when revel-      Tree Green Set Inc.
set with Mexican shrines and wooden birds to create an atmosphere of             ers filled the dance floor to tunes spun by        Venue ArcLight Cinemas
                                                                                                                                   Hollywood
creepy elegance.                                                                 DJ Pesce. —Irene Lacher


40 bizbash.com/losangeles november/december 2008
          Tru Blood decals plastered bars.




   A neon sign announced Merlotte’s,
   the local watering hole on the show.




Guests drank bottles of Tru Blood
cocktails, named after the synthetic blood
consumed by the show’s vampires.
                                      Blue and green lighting referenced
                                      the oceanside setting.



                                                                             Green and white cabanas dotted the beach.




                                                                             Abundant dinner offerings included a
                                             White furnishings evoked        carving station, a wok station, a mashed
                                             the look of an opulent home.    potato bar, salads, and desserts.




Beverly Hills 90265
To fete the premiere of the CW’s 90210 redo, the network evoked the feeling of a
Beverly Hills mansion at a Malibu lot on 300 feet of ocean frontage.
BEVERLY HILLS. It’s nice and all, with its gracious mansions and gener-          high. Kinetic Lighting cast the foam numbers in changing LED lights—
ously spaced property lines, but homes in the landlocked city don’t offer        hues of aqua, hot pink, purple, and blue—to make them pop, and illumi-
much in the way of ocean views. Not typically, that is.                          nated the Pacific as a dramatic backdrop. “It was absolutely breathtaking
     For the August 23 premiere party for 90210, the CW’s update of the          to walk in and see this beautiful lit 90210 with the lit ocean behind it,”
’90s high school drama, organizers recreated the look of a rich Beverly          Poncher said.
Hills home up the coast, taking over a Malibu lot on 300 feet of Pacific              A full dinner from chef Jon Fernow included multiple stations: a
Ocean frontage south of the Pepperdine University campus. CBS vice               mashed potato bar, a seafood station with ahi and sea bass, a carving sta-
president of talent relations and special events Ian Metrose oversaw the         tion with turkey and hot pastrami, and an Asian noodle bar complete with
event for about 450 cast members, network and studio execs, affiliates, and       a wok. Dessert stations featured cupcakes
press folks, tapping Inna Poncher of Poko Event Productions to produce           and mousse shooters, and a cappuccino bar      The CW’s 90210
and design it.                                                                   provided guests the fuel they needed for       Premiere Party
     “I said to Inna, we’re in a Beverly Hills mansion that just happens to      the midnight drive back down PCH to L.A.       Chairs Chameleon Chair
                                                                                                                                 Collection
be on the beach in Malibu,” said Metrose of his creative direction. “But         (Some guests arrived in limousines or cars     Ice Curtain Ice Bulb LLC
we didn’t want to do that over-the-top look, the stereotype of people with       on loan from GM for the evening.)              Lighting Kinetic Lighting
money—we wanted to do something very classy.” Crystal chandeliers,                   “The most magnificent thing was the         Parking, Shuttle Z Valet
                                                                                                                                Production, Decor Poko Event
custom furnishings, and a blanket of white carpeting created a luxe look         location. There aren’t too many lots out        Productions
                                                                                                                                                                PHOTOS: JOEL H. MARK




under the party tent. On the beach, white ottoman seating surrounded             there like that,” Poncher said.                Rentals, Tenting Town &
                                                                                                                                 Country Event Rentals
glowing fire pits, and white and green cabanas dotted the sand. Since the             The temperature on the late-summer         Security Special Event
lot is vacant and completely raw, organizers trucked in water, and built         day helped, too. “The weather was perfect,”     Management (SEM)
subflooring and stairs to the beach.                                              Metrose said. “We had heat lamps that we       Sound, DJ Groovy Lou
                                                                                                                                Water Wall Mirage Water Works
     Outside, a raised display bearing the show’s title towered nearly 10 feet   never turned on.” —Alesandra Dubin


42 bizbash.com/losangeles november/december 2008
A beaded ice curtain popped under blue lights.




                          Crystal chandeliers
                          hung overhead.




         Kinetic illuminated a display that
         read 90210 and the ocean behind it.
Avoid conflict.




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                                                                                                                         The event called upon the
                                                                                                                         rivalry between USC and
                                                                            Rides at Pacific Park were open for guests.   UCLA in carnival games.




                                                College Party
                                                Victoria’s Secret launched its Pink collegiate collection
                                                at the Santa Monica Pier with an emphasis on an
                                                old rivalry, and an hourlong Fall Out Boy concert.

                                                THERE ARE FEW things more all-American than collegiate rivalries, and
                                                there are few places more all-American-feeling than the Santa Monica Pier,
                                                with its new Ferris wheel over the Pacific and its idyllic beach views. Identifying
                                                those convenient facts, Victoria’s Secret chose the seaside venue to launch its
                                                new Pink collegiate collection, a collaboration with the Collegiate Licensing
                                                Company. The retail chain’s large-scale, semi-public party on July 17 was nomi-              Guests took over the Santa
                                                nally hosted by model Behati Prinsloo, the new face of the line. Victoria’s Secret           Monica pier for the event.
                                                Pink vice president of public relations Sara Tervo oversaw the event, and tapped
                                                Tony Berger of Relevent to produce it.
                                                    On a late afternoon that felt warm even down by the water, guests began
                                                to flow in holding the “Pinkapalooza” party passes they had scooped up at
                                                Victoria’s Secret Pink stores or from street teams or downloaded from the
                                                Internet. The passes allowed entrance to the party and free rides and games
                                                at Pacific Park. Students and fans competed in carnival games like Skee-ball
PHOTOS: JOHN SCIULLI/BERLINER STUDIO/BEIMAGES




                                                and the water-balloon toss that pitted old rivals the University of Southern
                                                                                 California and the University of California-Los
                                                 Victoria’s Secret               Angeles against each other.
                                                 “Pinkapalooza”                      Attendees toted around new purchases from
                                                 Launch Party                    the collection: Victoria’s Secret and university
                                                 Lighting Felix Lighting         co-branded gear; two pop-up stores on site sold
                                                 PR Alison Brod Public Relations
                                                 Production Relevent Group LLC
                                                                                 the merchandise.
                                                 Staging All Access Staging &        Around 9 p.m., Fall Out Boy performed an
                                                  Productions                    hourlong set for the crowd. Danny Masterson
                                                 Venue Santa Monica Pier, Pacific                                                             Pop-up shops sold merch from the
                                                  Park — Santa Monica            was also on hand to spin summery tunes.
                                                                                                                                             new Pink collegiate collection.
                                                                                                               —Alesandra Dubin


                                                                                                                                          bizbash.com/losangeles november/december 2008 45
                                                            SPECIAL ADVERTISING SECTION




EVENTS & PROMOTIONS


BizBash Hosts Breakfast Event in San Francisco
Bay Area planners attended an intimate BizBash breakfast event
on August 12 to celebrate BizBash’s 2009 National Venue Guide
and to hear the latest word on green initiatives. The group of
hand-selected planners feasted on a sumptuous breakfast
prepared by celebrity chef and former Top Chef contestant Ryan
Scott at Mission Beach Cafe.

BizBash president Richard Aaron led a discussion that included
Linda Thompson, president and C.E.O. of Cappa & Graham Inc.,
the first green-certified company in the local hospitality market.
Planners listened to chef Scott, who spoke about how to run
a green restaurant—by selecting fresh ingredients from local
green markets, Scott puts together innovative menus for Mission       Neil Adams of Blue Print Studio, Linda Thompson,
Beach Cafe. For the breakfast, he created a signature salad of        chef Ryan Scott, and BizBash L.A. associate publisher
                                                                      Melissa Arnold at BizBash’s breakfast event in San
watermelon, red onion, and watercress, which tantalized taste         Francisco.
buds and created a buzz among attendees.



   BizBash Names L.A. Advisory Board                                                                                                                                                                        Reserve Your
   To better serve the event             Marc Friedland,                        Patricia Ryan, President                                                                                                    Copy of the 2009
   industry in California, BizBash       Founder/Creative Director              Party Planners West Inc.
   has named the following event         Creative Intelligence Inc.
                                                                                Mike Stern, E.V.P.
                                                                                                                                                                                                            National Venue
   professionals to its L.A. advisory
   board to assist in strategic          Judy Levy, Co-Owner                    Classic Party Rentals                                                                                                       Guide
   planning.                             Levy Pazanti & Associates
                                                                                Katy Sweet, President
                                         Mary Micucci, Founder &                Katy Sweet & Associates Inc.                                                                                               BizBash’s 2009 National Venue
   John Chuck, C.E.O./Owner
                                         President, Along Came Mary                                                                                                                                        Guide includes 16 vibrant event
   ELS                                                                          Cyd Wilson, Director of Creative
                                         Productions                                                                                                                                                       markets with coverage of
   Hollace Davids, S.V.P.                                                       Development, People/In Style                                                                                               new venues, restaurants, and
   Special Projects, Universal           Ellen Pazanti, Co-Owner                                                                                                                                           nightlife!
   Pictures                              Levy Pazanti & Associates
                                                                                                                                                                                                           To reserve a copy, visit
                                                                                                                                                                                                           bizbash.com/nvgsubscribe.

                                                                                                                                                                                                           To reserve ad space, contact
  Coming in BizBash’s Next Issue -                                                                              EVENTS MEETINGS MARKETING STYLE STRATEGY
                                                                                                                                                         IDEAS                               SOUTHERN
                                                                                                                                                                                            CALIFORNIA’S
                                                                                                                                                                                                           Robert Fitzgerald, 917.438.0177.
                                                                                                                                                                                          TOP 1OO
  L.A.’s Top 100 Events
                                                                                        BIZBASH LOS ANGELES




                                                                                                                                                                                                  EVENTS

                                                                                                                                                                 Los Angeles
                                                                                                                                                                 $4.95 JANUARY/FEBRUARY 2008 BIZBASH.COM
                                                                                 JANUARY / FEBRUARY 2008




  It’s the issue Southern California    Also inside:
                                                                                                                                          Best &                                                           Correction
  planners have been waiting
  for all year—Los Angeles’s Top
  100 Events. How did your event
                                        Rental
                                        Company
                                                          In-Office
                                                          Catering
                                                                                                                                          Brightest        The Latest Lighting Ideas
                                                                                                                                                                                                           In the post-show Events &
                                                                                                                                                                                                           Promotions article relating to the
  rate? Find out in the January/        Directory                                                                                                                                                          L.A. Event Style Expo (BizBash L.A.
                                                          Destination                                                                                                                                      September/October issue), Erick
  February issue.                       Lighting Ideas    Report: Miami
                                                                                                                                                                                                           Weiss’s first name was misspelled
                                                                                                                                                                                                           in a photo caption on page 41. The
  Subscribe online: bizbash.com/subscribe
                                                                                                              Fendi’s Fashion Show on the
                                                                                                              Great Wall of China
                                                                                                                                                                                                           correct spelling is Erick. Erick led a
                                                                                                              Gifts for On-the-Go Guests                                                                   panel discussion titled “Go Behind
  or call 866.456.0517.                                                                                       Late-Night Meeting Treats
                                                                                                              Choosing an Auctioneer                                                                       the Scenes in the World of Mega
  To reserve ad space, contact Robert Fitzgerald, 917.438.0177.                                               107 Rental Firms
                                                                                                                                                                                                           Events,” which was incorrectly
  Advertising deadline: November 21, 2008                                                                                                                                                                  named in the article.
                                                      Amber illumination shone      The opening-night gala got a look
                                                      on Romanesque arches.         reminiscent of an Italian town square.




                               Viva Italia
                               The Los Angeles Opera’s opening-night gala
                               transformed the Music Center Plaza into a
                               setting evocative of an Italian town square.
                               WITH THE LOS ANGELES Opera’s opening weekend celebration to kick off
                               its 2008-2009 season, general director Plácido Domingo’s collaborations with
                               Hollywood directors reached a crescendo. The program featured classic and
                               new works performed back to back, directed by film giants William Friedkin,
                               David Cronenberg, and Woody Allen, in his opera debut.
                                    Longtime board of directors gala chairwoman Mary Hayley designed the
                               weekend of parties, and Jill Michnick, assistant director of development for
                               special events, executed it with the help of Special Occasions Inc., which con-
                               structed the Italianate town square-style setting for the September 6 gala.
                                    In a subtle nod to the film directors’ usual milieu, the red carpet for the
                               first event was edged with six-foot-high topiary letters spelling out the title of
                               that evening’s opera, “Il Trittico” by Puccini. The topiary touch was inspired by
                               Vanity Fair’s ficus formations at its legendary Oscar party. The gala dinner that
                               followed took its cue from Puccini’s native Italy, where the operas take place.
                                    The party took to the Music Center Plaza, which was enclosed by hedge-
                               rows. The entrance was flanked by 10-foot-high arrangements of sunflowers
                               and yellow and white roses. The cheery hues lit up the party interior as well, with
                               flowers and gold-rimmed crystal and china topping yellow raw-silk cloths.
                                    Tables for 530 guests surrounded a square formed by four Romanesque
                               arches uplit in soft amber; along the upper curves, the operas’ names appeared
                               in white neon letters. Stretching out from each arch was a dance floor. Inside
                                                                the arches, a four-piece band rotated slowly on a
                                 Los Angeles Opera              platform as it played standards designed to get
                                 Opening-Weekend                the black-tie crowd on its feet.
                                                                     Michnick said the point of the central design
PHOTOS: ALEN LIN FOR BIZBASH




                                 Celebration
                                 Catering Patina Group          was to make all guests feel they had a good
                                 Decor Special Occasions Inc.   table. Along those lines, board chairman Marc
                                 Flowers Mark’s Garden          Stern and Domingo took turns speaking from
                                 Lighting Images by Lighting
                                 Rentals Classic Party Rentals  opposite ends of the party. “I want everyone to
                                                                                                                               Hedgerows enclosed the Music
                                 Sound Dyal Productions         feel part of the party,” Michnick said.
                                 Venue Music Center                                                                            Center Plaza for the gala.
                                                                                                    —Irene Lacher


                                                                                                                             bizbash.com/losangeles november/december 2008 47
                                                                                      Greens covered Matthew White and
                                                                                      Frank Webb’s Weeds living room, mixing
                                                                                      organic elements and making a few
                                                                                      blatant references to marijuana.

                                                                                      The Californication library featured a tower
                                                                                      of immovable books, designed by Jamie
                                                                                      Drake to illustrate the maddening effects
                                                                                      of character Hank Moody’s writer’s block.




                                               Designer Amy Lau built the Dexter
                                               room around a dining table that
                                               featured silverware fashioned into
                                               jagged tools, ceramic place settings
                                               that will be sold to the public, and
                                               glasses etched with fingerprints.




As Seen on TV
For the latest incarnation of its annual show house, Metropolitan Home teamed up with
Showtime for a project that would give all of their time and money a lot more mileage.
DESIGNING A DINING room that brings the psyche of a serial killer              and carefully folded rolling papers in the Weeds living room required close
to life with a bloody crime scene may not be high on the to-do list of a       inspection, while the blood-splattered Dexter dining room haunted the first
typical Metropolitan Home reader, but for the 2008 installment of the          floor with the ghosts of a dinner party gone horribly awry.
magazine’s show house, it forged a unique partnership that involved just            The most difficult task, however, seemed reserved for Tori Golub, who
that. Thirteen designers turned a $20 million, 8,800-square-foot Greek         was charged with designing a bedroom based on the upcoming series The
revival townhouse on Gramercy Park into an embodiment of Showtime,             United States of Tara. Golub built the bedroom and adjoining bath and
with thematic rooms inspired by seven of the network’s series.                 walk-in closet without ever even seeing an episode. All she was given was a
     “Most magazines in the shelter category put on a show house every         script for the pilot. That kind of creative control seems to have worked for
year,” explained Metropolitan Home publisher Deborah Burns. “You run           everyone involved. Burns was thrilled by how designers such as Amy Lau,
some images in your magazine and then basically it’s over. It’s a tremen-      Vincente Wolf, and Jamie Drake were able to innovate while remaining
                    dous amount of work, and I’ve always felt that the         inside the tight parameters of the themes. “The real payoff is that they were
FROM NEW YORK return, in today’s world, is not what it used to be.             able to create trends with legs,” she said.
When I joined Metropolitan Home, I wanted to know what we could do                  This year’s show house had longevity in more ways than one. In addi-
differently.”                                                                  tion to remaining open for four weeks, with walkthroughs to the public
     “Differently” meant finding a way to tap into a larger audience, and       during the day and events scheduled every night, including a season pre-
Metropolitan Home sought to accomplish this with a partner that shared         miere party for Californication and Dexter, the partnership gives the house
its modern aesthetic and willingness to take risks. Showtime was an early      a second life on television. Showtime filmed construction and design of
suggestion, and during conversations between the two entities, the idea        the home from the day it was gutted, and the footage will be edited down
of rooms inspired by individual series and characters came up. Designers       into a documentary that will air on the network. Profiles of rooms will also
would be assigned one of the network’s series and given free reign to build    be available to On Demand subscribers.
                                                                                                                                                                    PHOTOS: ALICEANDCHRIS.COM FOR BIZBASH
a room around that show. One of just three single-family homes remain-              The magazine anticipates creating
ing on Gramercy Park, the historic four-story home chosen for the 2008         more than 60 million impressions with             Metropolitan Home
show house provided a substantial blank canvas.                                the house, far surpassing the reach of            Showtime Show House
     It took five months for the whole project to come together, and when       its previous incarnations. Burns said the         Opening Party
the doors of 23 Gramercy Park South opened for the September 9 launch          partnership with Showtime is something            Catering Archer Lyon Events
party, 470 guests celebrated in rooms inspired by a 16th-century despot        Metropolitan Home is keen to keep up. “We          and Catering
                                                                                                                                 Cleaning New York’s Little Elves
and a Miami Beach serial killer. The series chosen—Californication, Weeds,     certainly don’t see why not,” she said. “Every    Publicity Clifford/Bratskeir
Dexter, The L Word, The Tudors, and The United States of Tara—all captured     designer would interpret these shows in a          Public Relations
                                                                                                                                 Security Heightened Security
their muses with a mix of subtlety and playful literalism. The hemp carpet     different way.” —Michael O’Connell


48 bizbash.com/losangeles november/december 2008
                 G E T                 A         F R E S H   P E R S P E C T I V E




                                                                  Photo: Jay H. Gattveg


C a l l 1 . 8 8 8 . C O RT. Y E S o r Vi s i t
w w w. C O RTeve n t s. c o m t o v i ew
the complete CORT Product gallery.
                                       THE BEST OF 2008
                                                                                  A look at the innovative
                                                                                  strategies, people, and ideas
                                                                                  from this year that are sure to
                                                                                  inspire events well into the future.
PHOTO: ALICEANDCHRIS.COM FOR BIZBASH




                                       Shakespeare's Wild Sisters, artists in
                                       residence for the Watermill Center's
                                       summer benefit in the Hamptons, created
                                       an installation featuring two colorfully
                                       dressed women on towers who controlled
                                       human puppets that crawled in the grass
                                       beside the main entrance.



                                                                                         bizbash.com/losangeles november/december 2008 51
 THE BEST OF 2008




For the opening of the Los
Angeles County Museum of
Art’s Broad Contemporary
Art Museum, event producer
Ben Bourgeois included
a floating stage that
descended from the ceiling
for a dinner performance.




SPICED-UP STAGING




                                                                                      PHOTOS: NADINE FROGER (TOP), KEITH SIRCHIO FOR BIZBASH (LEFT), JOSEPH ALLEN




                                                   For the Kennedy Center’s Art of
                                                   Film Music gala, platforms and
OBO, Sculpted Ice Works, and scenic                backdrops for models (in dresses
designer Jonathon Beck used 1,143 blocks           worn by actresses at major award
of ice as a dramatic backdrop for the Y-3          ceremonies) were interspersed
runway show in New York in February.               among tables in three rooms.



52 bizbash.com/losangeles november/december 2008
                                                                                                                                          LG collaborated with Shan Swimwear for the

                                   Fashion Forward                                                                                        launch of the Chocolate phones. What was your
                                                                                                                                          goal in creating that partnership?
                                                                                                                                          I wanted to make Canadians aware of the
                                                                                                                                          Chocolate phones, and Shan—a fashion house
                                   Andrew Barrett is driving big sales                                                                    out of Montreal that has a really good global
                                                                                                                                          footprint and awareness for its brand—needed
                                   increases at LG Canada with large event                                                                to boost its profile. We were able to put both
                                   sponsorships, including a new series                                                                   brands together, and we co-launched with the
                                                                                                                                          Chocolate Temptation fashion show in Montreal
                                   of fashion industry partnerships.                                                                      and at the Telus World Ski & Snowboard Festival
                                                                                                                                          in Whistler. In all of our activities, our goal is to
                                                                                                                                          partner with somebody who can get as much
                                                                                                                                          out of it as we can … we have never really tried
                                                                                                                                          to do a stand-alone event.
                                                                                                                                          How do you evaluate or measure the success of
                                                                                                                                          these events?
                                                                                                                                          We measure the PR value. Did we achieve that
                                                                                                                                          PR objective in terms of total value that was
                                                                                                                                          generated, as well as the messaging that was
                                                                                                                                          the result of the event? The second thing we
                                                                                                                                          look at is the consumer awareness and impres-
                                                                                                                                          sion created by the event. So, how aware were
                                                                                                                                          the people in Quebec of the LG Open, and what
                                                                                                                                          was their disposition toward that event? We
                                                                                                                                          measure consumer engagement and reaction.
                                                                                                                                          The third thing we measure is, how effectively
                                                                                                                                          did it drive the online traffic goal that we set for
                                                                                                                                          that event? And finally, did it stay on budget?
                                                                                                                                          Where do you see the company’s marketing
                                                                                                                                          strategy going next year?
                                                                                                                                          We need to broaden the geographical footprint
                                                                                                                                          we are appealing to. The second thing that will
                                                                                                                                          change going forward is that we are working
                                                                                                                                          very hard to build some recurring associations—
                                                                                                                                          things like the Canadian Texting Championships
                                                                                                                                          that we hope will become ongoing events for us.
                                                                                                                                          LG unveiled its Fall Fashion Collection in Sep-
                                                                                                                                          tember, which included a partnership with Fash-
                                   As vice president of marketing at LG Electronics   the fastest-growing corporate reputation of any     ion Television during the Toronto International
                                   Canada, Andrew Barrett has spearheaded the         company in Canada in 2007. Our unaided brand        Film Festival and a Maroon 5 concert during
                                   marketing campaigns for several products—          awareness grew from about 27 to 48 percent          Fashion Week in October. What is the signifi-
                                   including phones and HD televisions—since          … so we’ve seen the brand really explode, and       cance of this campaign for LG?
                                   joining the company in October 2006. Under his     that’s been based on a massive investment in        What we launched this fall is a foundation for
                                   direction, LG expanded its marketing depart-       marketing and events and PR-related activity.       where we see all of our future events and mar-
                                   ment and increased its budget tenfold, with        How has that emphasis factored into LG’s mar-       keting campaigns being rooted going forward.
                                   roughly 25 percent going to events. Meanwhile,     keting strategy?                                    We worked on this for close to a year, bringing
                                   the company experienced a 30 percent sales in-     We’ve spent a lot of time doing product-dedicated   in all these really great partners, like the Fashion
                                   crease in 2007, to $1 billion in annual revenue.   PR, and there’s always an event component tied      Design Council of Canada, Fashion Cares, and
                                       Among LG’s event efforts are a runway          to that. Our second goal has been to increase       Fashion Television. It’s the biggest thing we’ve
                                   show at the foot of Whistler Mountain during       the association of the brand as being one that’s    ever done at LG Canada.
                                   the Telus World Ski & Snowboard Festival and a     getting involved in Canadian communities, en-       What do you hope to achieve with this campaign?
                                   70-yard golf hole in downtown Montreal during      hancing Canadians’ lifestyles and doing cool and    Everything that we’ve done in the last 12 months
                                   the President’s Cup. Next up: In September, LG     interesting things.                                 to get to here is just a starting point to where
                                   announced a series of fashion partnerships.             In Montreal, events and community are very     I hope to end up another year from now. We
                                   To what do you attribute the brand’s success       important to the fabric of the city. So LG coming   are looking to further expand our involve-
                                   over the past year?                                in [during Presidents Cup week in September         ment in Canadian fashion. We’re trying to find
                                   One of the first things has been a continual in-    2007], building the LG Open [a 70-yard golf hole    ways to go beyond just Toronto. We’re trying
PHOTO: JILL KITCHNER FOR BIZBASH




                                   vestment in innovative new products that have      in downtown Montreal], and giving Montrealers       to get more and more Canadians who haven’t
                                   quickly established a leadership position. The     a chance to get involved in an event, to become     experienced the world of fashion in our country
                                   second area that’s really helped has been the      engaged with the brand and PGA golf and feel        to get involved, to see it, to be part of it, and to
                                   explosive development of LG brand awareness        the excitement of what was going on that            understand what an important industry it is to
                                   among Canadians in the past 12 months. The         week—that really contributed to their overall       Canada—and along the way, really revere LG for
                                   Leger Marketing Survey in Canada said we had       positive impressions.                               getting engaged. —Susan O’Neill




                                                                                                                         bizbash.com/losangeles november/december 2008 53
THE BEST OF 2008




                                                                DIY Power
                                                                One of the green initiatives at the
                                                                Coachella Valley Music and Arts
                                                                                                                  A Wild Photo Op
                                                                Festival in Indio, California, was                Anthem magazine’s pool party during the
                                                                Global Inheritance’s energy factory               Coachella Valley Music and Arts Festival attracted
                                                                installation, which allowed attendees             a raucous young crowd with plenty of silly
                                                                to power devices like cell phone                  activities. Instead of a traditional photo booth,
                                                                chargers and misting fans using the               planners planted a live donkey in front of a tropical
                                                                energy generated by pedaling bikes.               backdrop as a prop for guests’ photos.




   Profit Centers
   Elizabeth Baker Keffer has turned
   around Atlantic Media’s event
   division, sharpening its content-heavy
   programs and making them profitable.
   Elizabeth Baker Keffer has had a busy year. Last      How do you increase brand
   December, she took over Atlantic Live—the             awareness?
   event arm of Atlantic Media, parent of The Atlan-     We think that Atlantic Live
   tic, Government Executive, and National Journal.      has had a major impact in
   She had already worked for owner David Bradley        promoting Atlantic’s name,
   for 24 years, most recently as publisher at The       since we always have our
   Atlantic. Now she’s developing new event mod-         talent at the center. At the larger public events      part of Atlantic is a way to be subtle about their
   els, such as salon dinners that bring advertisers     we get more media attention, like the Aspen            outreach and about building very strong rela-
   such as Allstate, GE, and Microsoft together with     Ideas Festival in June, where we had [Secretary        tionships. We also don’t want to take on dozens
   journalists, policy makers, and Atlantic editors on   of Homeland Security] Michael Chertoff inter-          of partners, because we think part of the beauty
   a particular topic. Along the way she’s increased     viewed by our national correspondent, Jeffrey          of this is the feeling of exclusivity. We’d rather
   revenue for Atlantic Live by 10 percent.              Goldberg, in front of 1,000 people. It’s a way to      work with the same partners on multiple events




                                                                                                                                                                          PHOTOS: BIZBASH (COACHELLA, DONKEY),HECTOR EMANUEL FOR BIZBASH
   How have your years with the company set you          give our talent and editorial a larger stage.          across a several-year stretch, because we think
   up for this position?                                     The smaller events that we’re getting well         that’s the right way to have an impact, since the
   What I’ve seen is the intense interest that cli-      known for are the salon dinners [for 20 to 25]. It’s   dinners touch so few people at the same time.
   ents, sponsors, and advertisers have in big ideas     hard for us to promote those, because they’re by       Which Atlantic events from 2008 would you
   and in integrated programs that create more of        and large off the record. But there is always such     consider most successful?
   a three-dimensional message. If done effectively,     a highly influential audience that attends that         At the Aspen Ideas Festival, which is our signa-
   it can help us stand out from other companies.        we feel like, even in a small circle, we’re reaching   ture event, we had a record 11 sponsors. We also
   How do your events contribute to the company?         important people and increasing our exposure.          did a lot more this year to integrate them, rang-
   Atlantic Live delivers added-value programs           What has been the response to the salons from          ing from Chevron’s pedicabs to Intel’s Segway
   for advertisers, so we produce events that are        sponsors and advertisers?                              scooters. The other event that comes to mind
   earned through an integrated advertising plat-        A senior-level client will usually get the fact        is the 100-person State of the Union viewing
   form. We’re contributing close to a quarter of        that there are some audiences that are hard to         dinner, which we held in January at the Plaza
   the advertising revenue, and that’s well into the     reach. But if you can create an experience that        hotel in New York before it reopened, with our
   seven figures. We’ve moved from having a loss          is unique and content-rich, it’s attractive to that    correspondent Jim Fallows there to lead the con-
   at Atlantic Live to a profit.                          audience. They immediately get that being a            versation. —Danielle O’Steen




54 bizbash.com/losangeles november/december 2008
                                                                                                                              Change in
                                                                                                                              Washington
                                                                                                                              André Wells offers an
                                                                                                                              alternative to classic D.C.
                                                                                                                              entertaining: decor-heavy
                                                                                                                              evenings ripe with surprises.                                               Branding It Both Ways
                                                                                                                                                                                                          Inspired by Macbeth, the Folger Shakespeare Library gala in Washington had
                                                                                                                                                                                                          mystical elements, including beef tenderloin seared with a pentacle symbol by
                                                                                                                              André Wells is the go-to planner for companies in the capital look-         Occasions Caterers—a trick that could also work with a logo or other design.
                                                                                                                              ing to break from the standard. He started his company, Events by
                                                                                                                              André Wells, in 2003, after 13 years on the D.C. circuit at PBS, RSVP
                                                                                                                              Catering, and Capitol Companies. Now his clients include Microsoft
                                                                                                                                                                              and Dell, and for BET
                                                                                                                                                                              Network he produced
                                                                                                                                                                              two nights of star-stud-
                                                                                                                                                                              ded soirees for its first
                                                                                                                                                                              BET Honors award show
                                                                                                                                                                              in January. The after-
                                                                                                                                                                              party alone transformed
                                                                                                                                                                              the otherwise bare
                                                                                                                                                                              Ronald Reagan Building
                                                                                                                                                                              and International Trade
                                                                                                                                                                              Center into a purple-
                                                                                                                                                                              draped affair with regal
                                                                                                                                                                              aspirations. But his most
                                                                                                                                                                              involved 2008 event was
                                                                                                                                                                              Washington Life’s “The
                                                                                                                                                                              Young and the Guest
                                                                                                                                                                              List” party in February,
                                                                                                                                                                                                          Sushi Platter Shake-Up
PHOTOS: RON ARIA (WELLS), PEPE GOMEZ (BEEF), GARY BEECHEY FOR BIZBASH (SUSHI), JOE FORNABAIO FOR BIZBASH (CENTERPIECE)




                                                                                                                                                                              where he dressed three
                                                                                                                                                                              different venues—the        Instead of serving sushi on a picked-over platter, Toronto’s Liberty Grand
                                                                                                                                                                              St. Regis, Halcyon House,   Entertainment Complex put rolls in stemless martini glasses, complete with
                                                                                                                                                                              and Josephine Lounge—       chopsticks, at the Royal Conservatory of Music’s Mozart Unlaced benefit.
                                                                                                                                                                              for three consecutive
                                                                                                                              events in one evening. Most impressive: keeping everything a secret
                                                                                                                              from the 350 guests.
                                                                                                                              How do you prepare for these complex, multivenue events?
                                                                                                                              You have to be very focused, and you have to anticipate problems. I
                                                                                                                              always imagine myself as a guest. If you have A, B, and C locations,
                                                                                                                              you have to wonder, “Am I going to ride a shuttle bus? Is parking
                                                                                                                              near?” You have to ask those questions. You want the guests to have
                                                                                                                              an experience and to not have to think about anything.
                                                                                                                              What’s your favorite space in Washington?
                                                                                                                              The Mandarin Oriental is a great spot for big events, because they
                                                                                                                              give you a lot of autonomy. For smaller functions, I’ve always loved
                                                                                                                              the Decatur House, because it’s cozy and unique and is in a great
                                                                                                                              location.
                                                                                                                              How is D.C. different from other cities?
                                                                                                                              Washington is a conservative town and is known for its cocktail
                                                                                                                              parties, which start at 5 p.m. and are over by 8 p.m.. But the next
                                                                                                                              generation of D.C. socialites and business executives is looking for a
                                                                                                                              different sort of night. So I try to start things at nontraditional times
                                                                                                                              and look for ways to wow them. You have to reach those expecta-
                                                                                                                              tions and supersede yourself. —Danielle O’Steen
                                                                                                                                                                                                          A Centerpiece With a Second Life
                                                                                                                                                                                                          For the Robin Hood Foundation’s gala in New York, David Stark created decor
                                                                                                                           ON BIZBASH.COM                                                                 with goods that were donated after the event. XO laptops served as center-
                                                                                                                         Our coverage of Andre Wells’ work for BET and Washington Life.                   pieces and flashed images of flowers, statistics, and a dinner menu.


                                                                                                                                                                                                                bizbash.com/losangeles november/december 2008 55
THE BEST OF 2008




                                                                                David Stark designed a tentlike dining
                                                                                environment for the New York City
                                                                                Opera’s spring gala, taking a cue from



          CEILING MAKEOVERS                                                     the medieval vibe of the evening’s
                                                                                production of King Arthur.




                                                                                                                         PHOTOS: JOE FORNABAIO FOR BIZBASH (TOP), MARY HILLARD (LEFT), KEITH SIRCHIO FOR BIZBASH




                                                                                              Van Wyck & Van Wyck
                                                                                              fashioned a drop
                                                                                              ceiling of interwoven
                              Van Wyck & Van Wyck crisscrossed 3,000                          bands of fabric at the
                              yards of blue, red, and green silk strips above                 Whitney Museum of
                              the dinner tables for a New York benefit for                     American Art’s Art
                              arts nonprofit Studio in a School.                               Party in New York.



56 bizbash.com/losangeles november/december 2008
                                                               Scripting Reality
                                                               Valerie Brown is promoting Bravo’s new and returning
                                                               series with attention-getting stunts and tours.
                                                               In television, like fashion, you’re either in or you’re   advice seminar with the star of Million Dollar       replicas of all
                                                               out, and staying relevant in the still-evolving           Matchmaker, and dance classes at Crunch gyms         five New York
                                                               medium is not as easy as it once was. Internal            nationwide to promote Step It Up and Dance. “As      City boroughs
                                                               marketers need to approach their existing and             you grow, budgets become more accessible, but        in Grand Cen-
                                                               potential audiences from every direction, and for         at the same time, you have to maintain profitabil-    tral Station for
                                                               Bravo director of digital marketing and events            ity,” says Brown. “We pick anchor events to invest   the launch of
                                                               Valerie Brown, that task hinges on creating signa-        in and to put on a large platform. When you have     the New York
                                                               ture moments to herald the premieres of new and           the breadth of programming we have, you have to      season of Top
                                                               existing series.                                          make strategic decisions.”                           Chef. The contestants will cook ethnic cuisines
                                                                                                                                                                              representative of New York neighborhoods for
                                                               FIRST IN A SERIES Brown joined the network in             A CUT ABOVE In one of the year’s standout            guests willing to donate $10 to the New York Food
                                                               2004, on the eve of an extensive rebranding initia-       events, Brown gave hairstyling competition Shear     Bank. Earlier this year, Brown maintained buzz for
                                                               tive. That effort included the launch of Project          Genius a push for its sophomore season that it       the series with “Top Chef: The Tour,” a three-month
                                                               Runway, the first series she worked on closely,            didn’t receive for its first outing. The series’ 11   promotion in which past contestants gave cooking
                                                               collaborating with producers Magical Elves and            contestants, along with host Jaclyn Smith, set up    demonstrations at Whole Foods markets in 20 cit-
                                                               IMG Fashion to run the front of the house for the         shop in a makeshift salon in the middle of Times     ies across the country.
                                                               contestants’ Bryant Park fashion shows. In the four       Square, using artistic chairs designed by students
                                                               years since, Bravo has grown each year, posting re-       at the School of Visual Arts. “We hit every goal     ANOTHER PROJECT This fall Bravo lost flagship
                                                               cord ratings in 2007 and then again in the second         with that one,” Brown says. “High traffic, iconic     property Project Runway to Lifetime, but it’s hard
                                                               quarter of 2008.                                          location, working with a creative partner in SVA,    for Brown to dwell on the departure. Her network
                                                                                                                         and creating a showcase where we were able to        has a record 24 new and returning series slated
                                                               EXPANDING LINEUP Brown became team                        display the talent of the stylists on the show.”     for 2009, and she’s already brainstorming how to
                                                               director in 2006, working with Bravo senior vice                                                               tackle them all. “At the end of the day,” she says,
                                                               president of marketing Ellen Stone. She recently          GLORIOUS FOOD Trying to achieve all of those         “I want to create a strategy where we’re creat-
                                                               produced a competition to find a new cast                  goals moving forward, Bravo’s biggest 2008 event     ing events for all of our new series and all of our
                                                               member for gym reality show Work Out, a dating            sees Brown and designer Larry Abel creating 3-D      returning franchises.” —Michael O’Connell




                                                                A Dressed-Up
                                                                Step-and-Repeat
                                                                Target debuted its new Converse
                                                                collection at an unofficial MTV
                                                                Movie Awards after-party in Los
                                                                Angeles, where event design firm
                                                                Caravents framed the retailer’s
                                                                and shoe company’s logos on the
                                                                press wall.
PHOTOS: BRAD DECECCO FOR BIZBASH (BROWN), LINE 8 PHOTOGRAPHY




                                                                                                                                                            bizbash.com/losangeles november/december 2008 57

				
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