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  1. BizBash Lists

How to Overcome a Major Venue Obstacle

The traditional home of AT&T's Best of Washington party, the National Building Museum, installed a huge maze in the center of the venue. Here's how planners adapted without cutting the guest list.

D. Channing Muller
July 22, 2014

Washingtonian returned to the National Building Museum Wednesday night for its seventh annual AT&T Best of Washington Party. While the event once again sold out, with nearly 1,800 people attending, the venue threw organizers a curve ball this year when it came to accommodating those numbers again. The museum recently installed its Big Maze exhibit: a 3,600-square-foot maze that occupies more than one-third of the Grand Hall, where Washingtonian traditionally has hosted more than 70 restaurant, winery, and brewery stations and sponsor activations.

“After they told us, the first thing we did was brainstorm how we were going to have incorporate it into our theme in an exciting way and redesign the event,” said Rebecca Schwartz McFarland, the magazine’s director of marketing and events. Ultimately, her team decided to move about half of the food and drink stations upstairs, which previously was reserved for the V.I.P. reception and lounge. “We went to the museum and really looked at how much space it would take up and walked around planning the restaurants we would move upstairs,” McFarland said.

Then, McFarland turned to Chicka Chicka Boom Boom’s design team to incorporate the maze into the event’s decor. This year’s Alice in Wonderland theme lent itself to turning the first floor of the museum into the Red Queen’s garden with an oversize chess board and pieces; tall grass hedges; playing cards suspended from the ceiling; and black, white, and red decor throughout.

Signage by every stairway, notifications in the program and event map, and announcements from the DJ directed guests to the second-floor restaurants. Despite the increased foot traffic in a considerably more narrow hallway, the divergent crowd flow helped rather than hindered the overall guest experience.

“Guests are telling us it was their favorite year yet,” McFarland said. “There weren’t the lines at each of the stations like we had in the past, and guests said they liked being able to go upstairs to take photos and see the party going on down below.”

Though sponsors traditionally have designed their own decor, this year returning sponsors BMW, American Beverage Association, Patron, and title sponsor AT&T stayed on theme with black and white lounges, Alice in Wonderland-themed drinks, iPad card games for prizes, and a hat shop within the V.I.P. Mad Hatter’s Tea Party reception space.

Here’s a look inside the night.

Chicka set up a four-sided main bar atop the museum's fountain. This year, planners moved DJ Chris Laich's perch above the bar and used grass-covered bar tops that incorporated mirrors and playing cards.
Chicka set up a four-sided main bar atop the museum's fountain. This year, planners moved DJ Chris Laich's perch above the bar and used grass-covered bar tops that incorporated mirrors and playing cards.
Photo: Tony Brown/imijphoto.com for BizBash
Chicka Chicka Boom Boom lined the walls of the museum's main entrance with crooked black-and-white doors, recreating Alice's fall through the rabbit hole.
Chicka Chicka Boom Boom lined the walls of the museum's main entrance with crooked black-and-white doors, recreating Alice's fall through the rabbit hole.
Photo: Tony Brown/imijphoto.com for BizBash
The 3,600-square-foot Big Maze, which took over a third of the event's footprint, remained open throughout the party and provided an additional interactive element.
The 3,600-square-foot Big Maze, which took over a third of the event's footprint, remained open throughout the party and provided an additional interactive element.
Photo: Tony Brown/imijphoto.com for BizBash
New sponsor Celebrity Cruises served the red 'Drink Me' cocktail—made from Patron tequila, ginger beer, and lime and boysenberry juices—in potion bottles with cork stoppers.
New sponsor Celebrity Cruises served the red "Drink Me" cocktail—made from Patron tequila, ginger beer, and lime and boysenberry juices—in potion bottles with cork stoppers.
Photo: Tony Brown/imijphoto.com for BizBash
The publisher's reception remained on the second floor within two gallery spaces. Chicka used a vibrant color palette to create the Mad Hatter's Tea Party atmosphere with blue and white draped walls and table linens, and signage printed on a top hat.
The publisher's reception remained on the second floor within two gallery spaces. Chicka used a vibrant color palette to create the Mad Hatter's Tea Party atmosphere with blue and white draped walls and table linens, and signage printed on a top hat.
Photo: Tony Brown/imijphoto.com for BizBash
Within the Mad Hatter's Tea Party, Chicka set up the Mad Hat Shoppe for guests to choose their favorite hat—each with a Washingtonian button on it—to wear at the event and take home.
Within the Mad Hatter's Tea Party, Chicka set up the Mad Hat Shoppe for guests to choose their favorite hat—each with a Washingtonian button on it—to wear at the event and take home.
Photo: Tony Brown/imijphoto.com for BizBash
Occasions Caterers served hot tea with pink, yellow, green, and blue iced cookies for dessert in the publisher's reception.
Occasions Caterers served hot tea with pink, yellow, green, and blue iced cookies for dessert in the publisher's reception.
Photo: Tony Brown/imijphoto.com for BizBash
AT&T focused on guest interaction with a branded photobooth from Booth-o-rama, as well as charging stations and an interactive card game on iPads. Winners of the matching game received a wine-carrying bag.
AT&T focused on guest interaction with a branded photobooth from Booth-o-rama, as well as charging stations and an interactive card game on iPads. Winners of the matching game received a wine-carrying bag.
Photo: Tony Brown/imijphoto.com for BizBash
In addition to its car displays, BMW had Chicka create an on-theme lounge with white sofas and sitting chairs with red accent pillows surrounded by black-and-white draping and faux-grass hedges to create privacy.
In addition to its car displays, BMW had Chicka create an on-theme lounge with white sofas and sitting chairs with red accent pillows surrounded by black-and-white draping and faux-grass hedges to create privacy.
Photo: Tony Brown/imijphoto.com for BizBash
Alexandria-based Haute Dogs created a kimchi dog with spicy pickled radish and cucumber specifically for the event. The eatery also served its signature Duck, Duck Dog with hoisin sauce, cucumber, and scallions.
Alexandria-based Haute Dogs created a kimchi dog with spicy pickled radish and cucumber specifically for the event. The eatery also served its signature Duck, Duck Dog with hoisin sauce, cucumber, and scallions.
Photo: Tony Brown/imijphoto.com for BizBash
BLT Steak served deviled eggs topped with Maryland crab meat and shaved summer truffle.
BLT Steak served deviled eggs topped with Maryland crab meat and shaved summer truffle.
Photo: Tony Brown/imijphoto.com for BizBash
Del Campo chef Victor Albisu served spoons of salmon ceviche atop an avocado puree.
Del Campo chef Victor Albisu served spoons of salmon ceviche atop an avocado puree.
Photo: Tony Brown/imijphoto.com for BizBash
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