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  1. Event Tech & Virtual

White House Correspondents’ Dinner Draws New Party Hosts, Sponsors: Pics From Google, MSNBC, Bloomberg/'Vanity Fair,' and More

Chad Kaydo
April 30, 2012

The White House Correspondents’ Association dinner lured new marketers to Washington’s biggest annual party weekend, which wrapped Sunday. Google and The Hollywood Reporter joined established hosts MSNBC, Bloomberg, and Vanity Fair in the race to lure guests from the worlds of politics, media, and entertainment to the related parties.

The centerpiece of the weekend, Saturday’s dinner for more than 2,600 inside the Washington Hilton, was the focus of national media attention. Jimmy Kimmel hosted and President Obama did a generally well-received comedy bit, with both men joking about Mitt Romney, attendee Kim Kardashian, and the Secret Service and General Services Administration scandals. (Obama: "I mean, look at this party. We've got men in tuxes, women in gowns, fine wine, first-class entertainment. I was just relieved to learn this was not a G.S.A. conference.")

But it was the pre- and post-parties that got people in Washington talking. Google drew considerable attention by hosting a crowded party with The Hollywood Reporter Friday night at the W hotel. The tech giant seemed to provide the buzz (and installations from New York-based MKG embedded with video screens), and the magazine reached out to celebrity attendees like Jesse Tyler Ferguson and Eric Stonestreet of Modern Family.

“People call this the Oscars of D.C.,” said Alexandra More, The Hollywood Reporter’s L.A.-based director of integrated marketing and events, “so it seemed like a place we should be.”

On the same night, The New Yorker held its third annual party in the hotel’s rooftop bar, with a raw bar stocked with oysters, giant shrimp, and lobster tails, and a slider bar serving mini burgers, lobster rolls, and Reuben sandwiches.

Google’s food was limited to lighter fare friendly to congressional ethics guidelines that forbid plated meals. Mariam Karim, the W’s director of catering and conference services, said, “This year is definitely more exciting because it’s an election year.”

Among the other new entries on Friday were a party hosted by National Public Radio at the Gibson Guitar Showroom and a party and panel discussion hosted by Voto Latino at the Hay-Adams. Time and People returned to the St. Regis for their party the same night.

“The interest in the dinner is stronger this year than any year since I’ve been going,” said Elizabeth Baker Keffer, president of Atlantic Live, the event division of Atlantic Media. She noticed more C.E.O.s on guest lists. “People have realized this is the signature social event of Washington.”

The company’s titles hosted a slate of programming: trivia night on Thursday, dinner at owner David Bradley’s home Friday, the First Amendment party later that night (co-hosted with Funny or Die and Impact Arts & Film Fund), and one of the more decked-out receptions at the Hilton Saturday night before the dinner.

“We want to have a big footprint for our own visibility and branding,” Keffer said on Friday, standing next to a Cadillac parked in front of Bradley’s house. Those activities incorporated eight sponsors, up from two or three in past years.

This was the second year as a sponsor for Siemens Corporation. Chief marketing officer Thomas Haas said the company spent about the same amount of money, but brought twice as many people—17, including spouses—this go-round. “It’s a good way for us to make connections in government, business, and media,” Haas said.

Standing out in a weekend with so many parties is largely about inviting big-name guests. But the hosts also put an increased focus on food and decor. “Everyone wants to be the best party,” said Eric Michael, owner and creative director of Occasions Caterers, which has worked on MSNBC’s post-dinner bash for three years.

Produced by Dufour and Company Productions and generally considered the most fun after-party, MSNBC’s bash at the Italian Embassy had the vibe of a big family wedding reception, with a dance floor peopled by politicos and TV hosts, and a bar staffed by Rachel Maddow. (Watching Valerie Jarrett wave her hand in the air to a Justin Timberlake song is not unlike watching a happy mother of the bride.)

Occasions served a procession of nontraditional bites, based on “the notion of a steakhouse as passed hors d’oeuvres,” Michael said, including creamed spinach made over as a fritter. As the dancing to DJ Funkmaster Flex went past 3 a.m., breakfast bites came out, including Egg McMuffin-style sandwiches and pieces of bacon hanging from mini hooks.

Other innovative breakfast options included tiny blueberry pies on sticks at Tammy Haddad’s garden brunch on Saturday, and a station with made-to-order steak and eggs at the Politico brunch on Sunday, both catered by Design Cuisine. The Source by Wolfgang Puck shared food duties on Sunday.

“Each event has to be very different,” said Bill Homan, owner of Design Cuisine, who also worked on the Vanity Fair/Bloomberg party at the French ambassador’s residence Saturday night, which had the most famous faces and the tightest list of the weekend. “People can’t walk in and see the same thing.”

Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
Google and The Hollywood Reporter welcomed guests to Friday night party at the W hotel's Great Room with an alphabet-board sign.
Photo: Daniel Schwartz
Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
Friday's event was the first time Google and The Hollywood Reporter teamed for a White House Correspondents’ Association weekend party.
Photo: Daniel Schwartz
Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
Google and 'The Hollywood Reporter' White House Correspondents’ Dinner Party
New York-based event production company MKG built sets embedded with video screens.
Photo: Daniel Schwartz
MSNBC White House Correspondents’ Dinner Party
MSNBC White House Correspondents’ Dinner Party
The MSNBC party produced by Dufour & Company Productions at the Embassy of Italy Saturday night had a mirrored dance floor that was full for most of the evening.
Photo: Michael Loccisano/MSNBC/NBCU Photo Bank via Getty Images for MSNBC
MSNBC White House Correspondents’ Dinner Party
MSNBC White House Correspondents’ Dinner Party
Dramatic chandeliers set the tone at the MSNBC party.
Photo: Michael Loccisano/MSNBC/NBCU Photo Bank via Getty Images for MSNBC
MSNBC White House Correspondents’ Dinner Party
MSNBC White House Correspondents’ Dinner Party
MSNBC host Rachel Maddow tended bar for part of the evening.
Photo: Michael Loccisano/MSNBC/NBCU Photo Bank via Getty Images for MSNBC
MSNBC White House Correspondents’ Dinner Party
MSNBC White House Correspondents’ Dinner Party
The MSNBC menu, designed by Occasions Caterers, served warm, crisp bacon on tiny hooks.
Photo: Tony Brown/imijphoto.com
MSNBC White House Correspondents’ Dinner Party
MSNBC White House Correspondents’ Dinner Party
Occasions Caterers served hors d’oeurves based on steak house classics, plus a procession of breakfast items later on.
Photo: Tony Brown/imijphoto.com
Bloomberg and 'Vanity Fair' White House Correspondents’ Dinner Party
Bloomberg and 'Vanity Fair' White House Correspondents’ Dinner Party
Bloomberg and Vanity Fair decorated the lawn of the the French ambassador’s residence for their celebrity-filled party after the dinner on Saturday night.
Photo: Dimitrios Kambouris/VF12/WireImage
'Capitol File' White House Correspondents’ Dinner Party
'Capitol File' White House Correspondents’ Dinner Party
Capitol File put the visual focus on an arrivals area with photographers and its sponsors, shining the names of its sponsors on a wall of the Newseum.
Photo: Stephen Lovekin/Getty Images
'Capitol File' White House Correspondents’ Dinner Party
'Capitol File' White House Correspondents’ Dinner Party
Chandeliers hang underneath tables at Capitol File's event, produced by Gala Design Group.
Photo: Chad Kaydo/BizBash
Atlantic Media White House Correspondents’ Weekend Welcome Dinner
Atlantic Media White House Correspondents’ Weekend Welcome Dinner
Atlantic Media owner David Bradley hosted a dinner at his home on Friday night. The tent in the backyard had an African theme meant to raise awareness of the fight against malaria. Photos from a United Nations exhibit hung near tables with African-print tablecloths.
Photo: Tony Powell
'The New Yorker' White House Correspondents’ Dinner
'The New Yorker' White House Correspondents’ Dinner
The New Yorker returned to the W hotel’s rooftop bar Friday night for its third annual party. DJs Andrew Andrew used iPads to control the music.
Photo: Leigh Vogel/Getty Images for The New Yorker
'The New Yorker' White House Correspondents’ Dinner
'The New Yorker' White House Correspondents’ Dinner
At The New Yorker's party, a raw bar was well-stocked with oysters, giant shrimp, and lobster tails, and a slider bar served mini burgers, lobster rolls, and Reuben sandwiches.
Photo: Leigh Vogel/Getty Images for The New Yorker
National Public Radio's "Friday Night Spin" White House Correspondents’ Dinner Party
National Public Radio's 'Friday Night Spin' White House Correspondents’ Dinner Party
Solange spun the music at the National Public Radio party Friday at the Gibson Guitar Showroom. It was the first time N.P.R. hosted an event over the party-packed weekend.
Photo: John Rose/NPR
First Amendment Party During White House Correspondents’ Dinner Weekend
First Amendment Party During White House Correspondents’ Dinner Weekend
Funny or Die, The Atlantic, National Journal, and Impact Arts & Film Fund hosted the First Amendment party on Friday in a giant retail space that previously housed a Borders store.
Photo: Chad Kaydo/BizBash
Thomson Reuters White House Correspondents’ Dinner Receptions
Thomson Reuters White House Correspondents’ Dinner Receptions
Thomson Reuters hosted pre- and post-dinner cocktails Saturday in the Washington Hilton's Georgetown Room.
Photo: Chad Kaydo/BizBash
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
The Saturday afternoon brunch hosted by Tammy Haddad and friends (including BizBash C.E.O. David Adler) returned to the Beall-Washington House for the second year.
Photo: Daniel Swartz/Revamp.com
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
Design Cuisine served tiny blueberry pies on sticks at Tammy Haddad’s garden brunch on Saturday.
Photo: Chad Kaydo/BizBash
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
The event, at the Beall-Washington House, hosted guests on the first floor and in large tents in the back yard.
Photo: Daniel Swartz/Revamp.com
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
Tammy Haddad’s Garden Brunch During White House Correspondents’ Dinner Weekend
The brunch raised money for CURE Epilepsy and the White Ribbon Alliance.
Photo: Daniel Swartz/Revamp.com
Politico’s White House Correspondents’ Dinner Brunch
Politico’s White House Correspondents’ Dinner Brunch
In the tented backyard of the Georgetown home of Politico publisher Robert Allbritton, Antje Wood of Ver Tige designed a lush, pink-and-green look with peonies, hydrangeas, and shrubbery.
Photo: John Shinkle/Politico
Politico’s White House Correspondents’ Dinner Brunch
Politico’s White House Correspondents’ Dinner Brunch
With catering duties shared by the Source by Wolfgang Puck and Design Cuisine, the Politico brunch offerings included made-to-order steak and eggs.
Photo: Chad Kaydo/BizBash
The Creative Coalition and Elle Leading Women in Media White House Correspondents’ Dinner Event
The Creative Coalition and Elle Leading Women in Media White House Correspondents’ Dinner Event
The "Creative Coalition Celebrates Leading Women in Media" dinner Thursday was at the Ritz-Carlton, Washington, D.C.
Photo: Paul Morigi
"Off the Record" Party with Rock the Vote
'Off the Record' Party with Rock the Vote
DJ Mia Moretti and Caitlin Moe performed at the "Off the Record" party with Rock the Vote Thursday, the after-party following a private dinner by the Creative Coalition and Elle Leading Women in Media event.
Photo: Paul Morigi
"Off the Record" Party with Rock the Vote
'Off the Record' Party with Rock the Vote
The "Off the Record" party Thursday featured catering from Cuisine Solutions and dessert from Georgetown Cupcake.
Photo: Paul Morigi
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