| EVENT REPORT 11.08.06 12:00 AM |
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| Latin Grammys Bring Promos, Parties |
| Following the ceremony's first time in New York, a massive after-party included sponsor lounges, each with its own distinct feel. |
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| The week leading up to the Latin Grammy awards included a series of events and promotions: days dedicated to education, culture, cuisine, fashion, sports, and, of course, music. On Wednesday, the evening before the big presentation at Madison Square Garden, the Latin Recording Academy hosted its Person of the Year award at the Sheraton New York Hotel & Towers to honor Ricky Martin. On the next night that same space was transformed into an after-party space for more than 2,500 guests—an event fashioned around a central lounge and performance area flanked by three large communal tables for mingling, dining, and drinking. Four sponsor lounges added to the party, some with distinct musical themes: Heineken’s space featured reggaeton and salsa sounds, while Delta Air Lines’ room highlighted urban Latin rock. Allstate also provided a lounge, as did Clinique, which had technicians providing touch-ups and samples. |
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PHOTO GALLERY |
 | | The music may have been Spanish, but Thalia strutted onstage in a French court costume to perform "Seducci?n." |
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 | | Ricky Martin performed amid pyrotechnic displays during the awards, after being honored by the Latin Recording Academy with a dinner the previous evening. |
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 | | The room set up for the Person of the Year dinner for Ricky Martin had to be transformed for the following night’s big after-party. |
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 | | Delta Air Lines sponsored a lounge at the academy’s official after-party, where graphic designer Adam Ainsley painted portraits of Latin music stars. |
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 | | Other lounges included the Clinique Happy area, where staff dispensed samples and provided touch-ups for guests. |
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 | | David Tutera created three long communal tables that flanked the dance floor and provided a spot for cocktails, conversation, and dining. |
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 | | The after-party’s stage featured different acts throughout the night, with performances by Rayito, Javier Garcia and band, Los Coco Rocos, and Peter Manjarres. |
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 | | Lounge areas mixed with the dance floor and stage in the main event space. |
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The Latin Recording Academy chose New York to host its Latin Grammy awards for the first time this year (the awards have been held in Los Angeles and Miami in past years), due to the efforts of NYC Big Events and the mayor’s office, and of course the influence of the city’s significant Latino population. Nielsen Media Research estimates that 11.8 million viewers tuned in to at least a portion of Univision's telecast of the awards ceremony at Madison Square Garden.
Branden Chapman, the vice president of production and process management at the National Academy of Recording Arts and Sciences, oversaw the production of the Person of the Year dinner, as well as the official academy after-party the following night at the hotel. Univision’s Cisco Suarez served as executive producer for the awards presentation, Bert Delgado served as director, and the network’s Jorge Dominguez handled set design as creative director.
Chapman and his team worked closely with David Tutera to develop the look and feel of the after-party and the Martin dinner. “Because of the vibrancy of the event and the Latin Grammy awards, the [event] was meant to be modern, fresh, and certainly festive,” Chapman noted.
—Mark Mavrigian
Posted 11.08.06
Photos: Nicole Villamora for BiZBash (Person of the Year, after-party), Timothy A. Clary/Getty Images (Martin), Scott Gries/Getty Images (Thalia)
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