- Catering Aquavit
- DJ Junior Mance
- Floral Creation Unlimited
- Public Relations Ruder Finn Inc.
- Venue Scandinavia House
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A simple cocktail party at the Scandinavia House cultural center kicked-off the 2001: An Arts Odyssey art festival sponsored by the Target Corporation and High 5 Ticket to the Arts. Thirty-five New York City museums participated in the festival, which allowed students under the age of 18 to purchase a museum pass for five dollars to see as many and as much of the participating museums as they wanted for the entire following weekend.
For the launch party, Scandinavia House's exclusive caterer, Aquavit, served up an array of delicate hors d'oeuvres, including gravlax with mustard sauce, tea smoked duck with rhubarb chutney and potato crisp with bleak roe caviar. Full bars were set up inside the venue's Volvo Hall and on its lovely outdoor patio, where most of the guests (mostly museum representatives) gathered and enjoyed a beautiful spring evening. Pianist Junior Mance's jazz music completed this simple, elegant soiree.
For a stealthy marketing ploy, Mari Nelson of Creation Unlimited made some gorgeous flower arrangements set into watering cans designed by Michael Graves. The can, of course, is available at all Target stores, according to the discreet place cards set in front of the arrangements.
The party was organized by High 5 executive director Ada Ciniglio and assistant director of development Liz Morris. With the help of major corporate sponsors and local arts institutions, High 5 encourages new, young audiences for the arts by making it affordable for teenagers to attend art and cultural events for only $5 throughout the summer.