By Erin L. Souza Posted August 16, 2010, 12:47 PM EDT
BOSTON Stuff readers came out to celebrate Boston's hottest people, places, things, and ideas at the magazine’s Hot 100 issue party last week at the yet-to-open Petit Robert Central. The invite-only party, sponsored by Svedka, Stella Artois, and Root:1, was the first event held in the downtown bistro—which is slated for a mid-September opening.
“We wanted to make this year’s Hot 100 more reader-inclusive,” said Brian Appel, director of marketing and promotions for Phoenix Media/Communications Group, Stuff’s parent company. “We want to know what’s important to our readers and maintain a dialogue with them.” According to Appel, this year’s Hot 100 celebration differed from years past in that the magazine hosted three “Readers’ Choice” parties at venues chosen by readers in an online survey: Scampo, Revolution Rock Bar, and Woodward at the Ames Hotel. The final party venue, which attracted a V.I.P. guest list, was the only one not chosen by readers; it represented a partnership between Stuff and the minds behind Petit Robert Central (who also own Revolution Rock Bar and Lobby Bar & Kitchen).
“We strive to host our Hot 100 party at a location that’s just opened or is yet to open,” Appel said. “It generates buzz for the space and allows us to highlight our partnership [with the venue].”
The 325 guests—among them the restaurant, boutique, and salon owners, patrons, and players included in the Hot 100 roundup—mingled and sipped drinks from the bar while servers passed hors d’oeuvres including tuna tartare purses, lobster bisque, stuffed mussels, and tempura veggies from the Petit Robert Central kitchen.
Decor was minimal, allowing the restaurant’s white subway tiles, dark bar, and bistro feel shine through. Votives and copies of Stuff were placed throughout the space, and the DJ spun ’90s tracks, a nostalgic playlist that guests seemed to welcome.