Table sizes were dependent on the comfort of the attendees, with standard tables of 10 as well as tables of four and six, which took into consideration the guests’ requests not to be seated with strangers.Photo: Jared Siskin/Patrick McMullan via Getty Images
The evening’s theme was inspired by the museum’s newest exhibition, New York, New Music: 1980-1986, which coincides with the 40th anniversary of MTV and highlights artists including Run DMC, Talking Heads, Madonna and John Zorn. Along with cocktails and a seated dinner, guests also enjoyed an '80s throwback performance by cover band The Ronald Reagans, plus Rubik’s cubes, fishnet gloves and more decade-related trinkets served as table decor.
And while there were hints of prepandemic vibes, the planning process for the in-person event was anything but normal. “So much of [the plans] wound up continually shifting in terms of what was required versus what would be theoretically expected among guests, right up to the date itself,” said Keith Butler, the museum’s VP of development, in regard to the ever-changing guidelines.
“The vaccination rates in the city were a huge impetus for us to continue to move forward in weighing whether or not there would be public comfort with doing anything indoors if need be,” he said, “and being mindful of the numbers, along with the regulations and the lifting of them, played a big part in how things ultimately turned out.”
He added that just a week prior to the event, organizers were still fully on board with hosting the gala completely outdoors across the property’s three outdoor terraces, and even explored the possibility of shutting down Fifth Avenue to allow for more room and to ensure social distancing was in place.
But by keeping the event outdoors, Butler and his team faced another potential health risk: heatstroke. At the time, the city was experiencing a sudden heatwave, with temperatures in the 90s.
So two days before the event, organizers consulted the city about resubmitting the permitting request to shift the event indoors. Once permission was granted, the museum reached out to attendees asking if anyone had any concerns about moving the gala inside. No one did.
In fact, attendance numbers actually went up, indicating that guests were becoming more comfortable attending social events. “Unlike what typically happens with events, where there are inevitably drop-offs, we went in the opposite direction where our numbers were modest but respectable—and then a week before it seemed like everybody had that moment of realization where it’s like, 'oh, I can do this’ ... and our numbers jumped 25%,” Butler said.
But shifting the gala to indoors required “a lot of last-minute adjustments, not just by us but all of our vendors too,” Butler said, including the event designer who needed to add more decor to cover the indoor space and the audiovisual services vendor who needed to add in more video screens.
“In normal times, we can have an event in the museum across our two main floors for up to 450 people. This was a 200-person event, and it still used effectively the same footprint that we would have used for a 450-person event because the tables themselves were spaced out,” Butler said. He also added that table sizes were dependent on the comfort of the attendees, with standard tables of 10 as well as tables of four and six, taking into consideration the guests’ requests not to be seated with strangers.
Butler also said that normally the event would feature a single large bar, but this time more bars were set up “so that people would not cluster necessarily around a single space.”
As for COVID-related protocols, attendees were required to provide proof of vaccination or confirmation of a negative COVID test administered within 72 hours of the event. An on-site nurse was also on hand to perform rapid testing if needed. Butler estimates that 98% of attendees were vaccinated, with some using New York State’s Excelsior Pass as proof, and the rest offered proof of a negative COVID test. Branded masks emblazoned with the museum and event logos were also available.
In addition to the event itself, Butler and his team also needed to be mindful of spacing within the gallery as guests viewed the new exhibit. And because it’s a music exhibit, the museum would typically offer headphones that are available for shared listening purposes. Instead, guests were provided disposable headphones to listen on their own.
As opposed to livestreaming the entire event, the museum decided to create an edited-down, post-event online experience that included highlights of the exhibition. The reason for this, Butler explained, is “for the engagement and the enjoyment of those that would be tuning in. It's one thing to be present for the event and partake in a gala that can run anywhere from two to three hours long. Nobody wants to sit through that on a screen.”
The gala, which supports the museum’s exhibitions, public programs and education programs, raised $1 million—and saved the institution money in the process. Butler explained that because the museum budgeted for the event almost a year ago, with the anticipation that it would be a standard affair, the scaled-down gala, even with all the changes, ended up costing less.
In addition to public events, the museum is planning a fundraising luncheon with 150 to 200 guests for early- to mid-October. Butler said that he believes events will be back to normal capacities by then. But he said he does think that protocols such as mask-wearing will remain, especially for “people that take comfort in that additional sense of security.”
VENDORS:
Audiovisual Production: Corporate Audio Visual Services
Branded Masks: Positive Promotions
Caterer: Thomas Preti Events to Savor
Collateral Graphic Design: Francesca Campanella
Entertainment: The Ronald Reagans
Florals & Decor: Mixed Greens Event Design
On-Site Rapid COVID Testing: Private Health Management
Photography: Jared Siskin/Patrick McMullan via Getty Images
Rentals: Party Rental Ltd.
Video Production: Snapdragon Films
