| EVENT REPORT 08.13.09 8:00 AM |
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Sponsors Add Exotic Food, Music to Travel Mag Launch (Yes, a Launch)
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Looking to distinguish itself from other publications, Afar—a magazine dedicated to experiential travel—hosted its launch party last night amid an eclectic array of unusual sights, sounds, and food. Held at 632 on Hudson, the event incorporated components and sponsors specifically selected to match the new magazine's message and highlight globe-trotting as a means to learn about individual cultures.
"It's really about authenticity and connection. And it's also about experiencing the world," said Afar's founder and C.E.O., Greg Sullivan, who worked with the Rosen Group to produce the evening. "So we wanted to do something that said, 'Here we are and this is how we're different.' We were determined not just to follow the launch formula, but to say who we are as a brand."
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Afar Media, Belvedere Vodka, New Tang Dynasty TV, The Epoch Times International, Stella Artois, King Fisher Beer, Beerlao |
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| EVENT INTELLIGENCE 08.03.09 8:00 AM |
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Marketers Share Insights on Successful Event Partnerships
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 | HBO and Virgin Atlantic's Entourage Air
Photo: AP Photo/Virgin America, Bob Riha Jr |
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Playing well with others hasn’t been strictly enforced since kindergarten, but companies looking to maintain or increase the impact of their events could do well to pay heed to that notion. Brand partnerships for events, campaigns, or long-term initiatives can produce more desirable results than tackling a project solo in any economy, but these days—when people are asked to do more for less—pooling resources can help marketers get more for their buck.
But before you jump into bed with another brand, make sure to confirm you and your partner are looking for the same thing. Six months of trying phone conferences and constant concessions may not be worth a few dollars saved or a mention in Us Weekly. To get an idea how successful pairings come together, we talked to marketers who recently teamed up to share production responsibilities and generate more media impressions, higher attendance, or stronger buzz than each probably would have on their own. The bottom line: They’re all open to doing it again.
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HBO, Virgin Atlantic, Entourage, The Fader, Levi's, Belvedere Vodka, Bustle Clothing, Consumer Electronics Show, iLounge |
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| EVENT REPORT 06.22.09 4:07 PM |
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The Whitney Aims for Whimsy at Art Party
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 | A sprawling Chesterfield sofa at the Whitney Art Party
Photo: Emily Gilbert for BizBash |
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Known for reeling in socialites, celebrities, models, and artists, the Whitney Museum of American Art did so once again during Wednesday's Art Party at Skylight, amid a much airier environment. Unlike the 2008 incarnation of the event, which paid tribute to longtime sponsor Max Azria's Hervé Léger bandage dresses with dark swaths of tightly wound fabric, this year's party had a lightness to it, evident in glowing bars and communal tables and leafy centerpieces.
"We were planning [this event] in February and March, it was a heavy time. Life in New York was heavy," said Bronson van Wyck of Van Wyck & Van Wyck, who co-produced the party with his colleague Lauren Koppel and Whitney senior manager of special events Sarah Milestone. "We wanted a party that, like art, could be a breath of fresh air. There was a sharpness to last year's event, and this was meant to be the opposite of that. We wanted to mark the beginning of summer."
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Whitney Museum of American Art, BCBG Max Azria, Hervé Léger, Belvedere Vodka, 10 Cane Rum |
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| EVENT REPORT 06.16.09 3:20 PM |
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Friends of the High Line Toast Park Opening With Balloon-Filled Benefit
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 | Friends of the High Line's inflatable decor
Photo: Roger Dong for BizBash |
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Yesterday as the fashion set—designers, industry heavies like Fern Mallis, and celebrities—whiled away the night uptown at Alice Tully Hall for the Council of Fashion Designers of America Awards, another crowd descended on Pier Sixty for the Friends of the High Line summer benefit. The gala dinner, a fund-raiser now in its ninth year, represented a significant moment for the Friends of the High Line: Last Tuesday, the once-derelict elevated railroad in west Chelsea finally opened as a public park, the culmination of a decade worth of grass-roots campaigning.
To commemorate the occasion, the nonprofit honored board members Edward Norton and Lisa Marie and Philip Falcone and hosted a Calvin Klein Collection-sponsored after-party on the High Line itself, the first major event to be held in the park. For the 1,000 guests, including Danny DeVito, Parks Commissioner Adrian Benepe, Debbie Harry, and other local philanthropists, the organization's co-founders, Joshua David and Robert Hammond, looked to Desi Santiago to dress the Chelsea Piers space with appropriately celebratory decor. (Board member Bronson van Wyck had designed the event for the past eight years, but declined to return to that post this go-round. He is expected back next year.)
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Friends of the High Line, Calvin Klein Collection, Belvedere Vodka, Moët Hennessey |
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| EVENT REPORT 02.17.09 11:36 AM |
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Belvedere Launches New IX Vodka With a Crafty Cocktail Menu
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 | The deconstructed mojito
Photo: Michael Buckner/Getty Images |
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Belvedere Vodka and French graffiti artist André turned the second floor of the Bowery Hotel into a Stateside incarnation of the Parisian Club Le Baron Thursday night for the launch of the brand’s botanical-infused vodka, IX. More than 450 guests, including Mary-Kate Olsen, Estelle, and Peaches Geldof showed up to sample the menu of signature cocktails inspired by the new spirit.
“It’s been a long time coming," said Belvedere U.S. mixologist and business development manager Stefanie Marco. "Botanical vodkas have been around since the 16h century, but you haven't seen them in the marketplace. It isn't odorless or flavorless [like most vodkas], so you can play with the components. As a mixologist, I really wanted to take the opportunity to be irreverent in coming up with the cocktails."
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Belvedere Vodka |
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| EVENT REPORT 02.09.09 12:46 PM |
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Grammy Weekend Standouts Include a Big-Name Host, a Can't-Miss Charity Concert, and a Place to Actually Chill Out
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FROM LOS ANGELES
Grammy weekend: so many events, so many miles of gridlocked, rain-slicked freeways separating them. But some parties still had no problem drawing huge throngs of eager guests. The Recording Academy's pre-Grammy gala honoring Clive Davis, the MusiCares gala dinner honoring Neil Diamond, and the industry-favorite Friends and Family party offered some notably attractive lures—respectively, a big-name host, a benefit concert, and a bona fide environment in which to relax—that helped them stand out from the crowd. (Admittedly, it was an easier task in a year that record labels, already ailing, scaled back their individual party offerings in the tough economy.)
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Grammys, Recording Academy, Award Season, Clive Davis, MusiCares, Neil Diamond, Red Bull, Belvedere Vodka |
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| NEWS 07.29.08 8:00 AM |
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With Plenty of Sponsors, Lollapalooza Set to Take Over Chicago This Weekend
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FROM CHICAGO
The current incarnation of Lollapalooza, the brainchild of Jane's Addiction frontman Perry Farrell, along with Austin, Texas-based promoters C3 Presents and the William Morris Agency, will once again set up shop in Chicago's Grant Park this Friday through Sunday. The fourth-annual Chicago-only festival encompasses 120 acts (including Radiohead, Nine Inch Nails, and Kanye West) performing on eight sponsored stages, as well as various environments, lounges, and activities scattered throughout the park.
Lollapalooza 2008 incorporates several new elements this year, including Perry's, named for Farrell, an open-air electronica stage featuring live DJ sets each day at 2 p.m., and Lederhosen's Biergarten, a beer hall situated near Buckingham Fountain. Both Green Street (a destination space educating festival-goers about Lolla's eco-friendly initiatives) and Kidzapalooza (featuring a stage, "School of Rock" Jam Tent, a recording studio, and special performances) are returning this year.
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AT&T, Bud Light, PlayStation, MySpace, Citi, BMI, Blackstone Winery, F.Y.E., Vitaminwater, NowWhat.com, Small Paul, Sweet Leaf Tea, Whole Foods, Lifeway Kefir, Southern Comfort, Metromix.com, Belvedere Vodka, Hard Rock Hotel, Motorola, Bacardi, 42 Below, Cazadores Tequila |
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| EVENT REPORT 06.05.08 1:12 PM |
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Apollo Revisits Supper Club Format, Hides Sponsor Logos in Artwork
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 | Hall of Fame inductee Smokey Robinson
Photo: Jessica Torossian for BizBash |
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The Apollo Theater Foundation seems to have no problem drawing numbers for its big annual fund-raiser—more than 1,000 people turned up at the historic Harlem theater for its spring benefit on Monday, and the not-for-profit raised an estimated $1.2 million. And while a crowd that large can squeeze into the Apollo Theater, making room for all those people in an adjacent tent for the after-party was more of a challenge.
Last year, the interior of the after-party tent was modeled after 1940s supper clubs, and this year, the event's designer, Scott Tucker of ISC Design Concepts, worked with a similar format, albeit leaving plenty of room for guests to move around. Keeping the palette simple, bronze drapes hid most of the tent's architectural components, while white furnishings and modest decor gave the illusion of space.
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Apollo Theater Foundation, Time Warner, American Airlines, Belvedere Vodka, Coca-Cola, Empire BlueCross BlueShield, Hearst Corporation, Skadden Arps Slate Meagher & Flom LLP & Affiliates, TV One, Verizon, W New York |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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