Talking to Ted: Carla Ruben Says Get Creative With Rentals, Coconut Tapioca

This is the first in a series of five conversations with event pros about what's working now.

Along with her partner, Bob Spiegel, Carla runs and owns 20-year-old Creative Edge Parties. Based in downtown New York, she has a staff of 48 (“our secret weapon”), including two full-time location scouts. In 2008, the company booked Calvin Klein’s 40th anniversary at the High Line and the opening of Chanel’s mobile art installation in Central Park.

What’s not working now?
Foie gras. Truffle oil. I’m not feeling lobster and caviar out there anymore, either. Big, overabundant buffet tables are not for now.

How is your business being affected?
We’re still busy and bringing in the revenue, but we’re working harder for it. So many of our clients have lost event staff, which affects us greatly. We’re doing more core management.

What about spending money on entertainment?
Think about music. If you skimp on the sound system and the microphone screeches or, worse, doesn’t work, everyone notices. You have to have a good sound system. But do you need the $15,000 DJ flown in from Timbuktu? We can find you a great DJ from Brooklyn.

How are you keeping your staff morale up?
We level with them. First of all, we tell them what’s happening right now. People are worried. But then we also tell them what’s down the road, how we’ll look in two to three months. For our part-time waiters, this is key, knowing when they can count on us, and when they should try and pick up some other work if they need to. Also, spread the wealth fairly. If we have a slow week or two, we don’t throw all the work to a few favorites.

Are people still tipping?
Tipping is down 20 to 25 percent. Catering tipping is not viewed in the same way as restaurants. Captains and waiters are feeling it.

Summer is coming. What do I have to look forward to?
New Yorkers do not wallow. People are fed up with being blue and nervous. Expect tons of overdue parties.

I’m having an event with you. What should I be serving to eat and drink?
Great, fresh sparkling wine. Savory drinks with herbs and citrus. Local products. Less fried food. Sushi sashimi is going out the door. More greens in the main course—petit lettuces, dandelion greens. Braised meats are good in summer; they’re softer. A coconut tapioca dessert.

As clients cut back, how are they trying to save money on events?
Well, there are ways to do it without sacrificing the integrity. Instead of a full bar, we tell them to do a wine bar, with a few cost-cutting choices like Prosecco or a smaller French vintage, plus one specialty drink. Another real easy way to save money is to have a shorter party. Two hours instead of three, or 6:30 p.m. to 8 p.m.

How is your role changing?
Well, if a decor budget has been cut, we step in and try to create a theme and atmosphere with the rentals we choose. If you can’t afford a fancy decorator, you can still have a custom look by being creative with rentals—it just takes longer. Glasses are key. I’m not into stemware these days. I like short and stubby. I’m into turquoise. Think Spiegelau, Salviati. For fabrics, I’m concerned with feel and color—Ultrasuede, flannel tablecloths, or stretchy rubber. And spend the money where it has impact: the napkins. The napkins are in your hands one way or another all night. Nobody cares if you have fancy salt and pepper shakers.

Sounds smart. Where do you find all this stuff?
You can just call one company and order from them. Finding unique rentals and mixing them is what makes things new. We like the Greenroom here in Manhattan. Instead of chairs, choose benches for dinner, or ottomans with low, small tables. We just did a party where we rented a floating Lucite bar for a hotel company. It made the whole event, and I’m sure everyone thought the hotel owned it.

Do you have any predatory negotiators?
There are still plenty of people with a lot of money. Then there are the people who start the conversation with, “Hey, it’s a bad economy …” We’ll work with people, but we have standards. It’s a fine line.

What’s working now?
Food bars with finger food so you don’t need a plate. Small variety foods right next to each other. The tapas concept. Clean, light sauces. Natural flavors.