| EVENT REPORT 06.14.07 1:35 PM |
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| Upscale, Uptown |
| The Apollo Theater Foundation evoked old-school supper clubs and speakeasys to create a sophisticated and intimate setting for its spring benefit cocktails and after-party. |
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The Apollo Theater Foundation enlisted old-school glamour for its spring benefit Monday night. A look recalling hangouts such as the 1940s supper club El Morocco and speakeasys filled both the cocktail reception area and the after-party space, with blue draping separating the two zones in a sprawling tent on 126th Street.
XA, the Experiential Agency returned to design and produce the fund-raiser's cocktail hour and after-party for 950 guests; the Apollo produced the award show and performance portion of the evening. Hosted by comedian Chris Tucker, the night's program included performances by the Dance Theatre of Harlem, Mos Def, and Miri Ben-Ari; the presentation of the Ruby Dee and Ossie Davis Arts and Humanitarian Award to Kyra Sedgwick and Kevin Bacon; and the posthumous honoring of James Brown.
"Every year we try to do something different," said Adrienne Edwards, vice president for development for the Apollo Theater Foundation. "This event is about the new Apollo and its position as a premier performing arts venue. We're bringing back some of the elegance." Additional changes to the event included a move to a warmer palette, increased investment in decor, and at least 130 more attendees. (The budget, however, remained the same.) |
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PHOTO GALLERY |
 | Corporate sponsorship of the event increased by almost 50 percent this year. New partners included The New York Daily News, the Hearst Corporation, Bank of America, Aetna, Heineken, and Goldman Sachs.
Photo: Val Bowers |
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 | XA hung 80 panels of gold mirrored acrylic from a large chandelier over the dance floor and a truss system.
Photo: BizBash |
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 | For the after-party, cabanas served as V.I.P. seating.
Photo: BizBash |
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 | Sponsor Hennessy's presence was strong.
Photo: BizBash |
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 | Servers wore Hennessy-branded fedoras.
Photo: BizBash |
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 | Cabanas housed high-backed loveseats in brown Ultrasuede and illuminated cocktail tables with mirrored tops.
Photo: Val Bowers |
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 | Taste Caterers served appetizers including sherry she-crab salad toast (left) and smoked country ham mousse with Vidalia onion jam (right). The after-party offerings included cinnamon curry chicken-salad crostini, peppered rosemary-spiked macaroni-and-cheese tarts, and a buffet dinner with bourbon praline ham and coconut-spiked roast chicken filet. Smalls & Company created the menus and recipes for the event.
Photo: BizBash |
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 | While the after-party did provide tables and chairs where guests could sit to eat the substantial amount of food served, a shortage of seating found many people eating from their plates while standing up.
Photo: BizBash |
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 | Speciality cocktails included the Hennessy Miami, with grapefruit juice; the Hennessy Shanghai, with white tea and ginger ale; and the Hennessy Paris, with lemon juice and honey.
Photo: BizBash |
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To create the subdued and sophisticated setting, XA built bars branded by sponsor Hennessy and topped off by lamps with speakeasy-style
shades; constructed several cabanas draped in gold and blue satin;
projected golden images of palm trees onto the tent's ceiling; and
placed palm trees made of gold-painted canvas throughout the space.
"It's something different from just bringing in palm trees," said
Darren Andereck, XA's president and creative director. "They're stylized and more sculptural."
The spring benefit is the organization's largest fund-raiser of the year; this week's event brought in $1.3 million.
—Mimi O'Connor
RELATED TOPICS
Apollo Theater Foundation
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