After extensive renovations to the Key Biscayne Winn Dixie were complete, a grand opening to reintroduce the new superstore to key community members, the press, and invited guests was a must. Robin Miller, the Jacksonville-based supermarket's corporate public relations director, hired local PR firm Bitner Goodman to handle the opening. They called upon John Rossetti of the Catering Mill to bring the event to life.
Since the event was held in the fully stocked supermarket, Rossetti's challenge was to create excitement by showcasing the store's departments without any special or colored lighting. He chose to play up the obvious theme—food. Various food stations, wine bars, and tables adorned with contemporary floral arrangements were placed throughout the store, encouraging guests to stroll down each aisle and snack.
After they passed a pianist nestled behind foliage at the entrance, a red carpet led guests into the store, also bedecked with greenery, incorporating even the flowers for sale. Dessert came first as guests came face-to-face with a large chocolate fountain surrounded by artfully arranged platters of fruit, sweets, and salty dipping items. Palm trees with trunks filled with skewers of tomato, mozzarella, and basil or fruit dotted the aisles. So Cool Events created numerous ice sculptures, including a tiered shrimp bar, a large shell-shaped ceviche holder, and ice vases in which Rossetti arranged striking fruit, vegetable, and floral ensembles. The Four Seasons' kitchen staff was on hand to cook risotto and steak, and set up a display of baked goods in the store's bakery department. Guests sampled the food, listened to a live band, and even did some shopping before heading out.
—Shari Lynn Rothstein
Since the event was held in the fully stocked supermarket, Rossetti's challenge was to create excitement by showcasing the store's departments without any special or colored lighting. He chose to play up the obvious theme—food. Various food stations, wine bars, and tables adorned with contemporary floral arrangements were placed throughout the store, encouraging guests to stroll down each aisle and snack.
After they passed a pianist nestled behind foliage at the entrance, a red carpet led guests into the store, also bedecked with greenery, incorporating even the flowers for sale. Dessert came first as guests came face-to-face with a large chocolate fountain surrounded by artfully arranged platters of fruit, sweets, and salty dipping items. Palm trees with trunks filled with skewers of tomato, mozzarella, and basil or fruit dotted the aisles. So Cool Events created numerous ice sculptures, including a tiered shrimp bar, a large shell-shaped ceviche holder, and ice vases in which Rossetti arranged striking fruit, vegetable, and floral ensembles. The Four Seasons' kitchen staff was on hand to cook risotto and steak, and set up a display of baked goods in the store's bakery department. Guests sampled the food, listened to a live band, and even did some shopping before heading out.
—Shari Lynn Rothstein
Platters of food were carefully prepared and artfully presented throughout the store at the Winn Dixie grand reopening.
Using ice sculptures from So Cool Events as food receptacles, the Catering Mill created a striking raw bar presentation in front of Winn Dixie's new meat department.
A palm tree filled with tomato, mozzarella, and basil skewers accented a cheese display.
A pianist played tunes amidst lots of foliage.
