Fortune Spotlights Retooled "40 Under 40" With First Dedicated Event

By Anna Sekula October 21, 2010, 1:20 PM EDT

Photo: BizBash

Fortune's "40 Under 40" Party
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Like other business magazines, Fortune publishes lists—rankings of top revenue-earning corporations, most-admired companies, and such. And while the Fortune 500 index is the most recognized of those lists, the Time Inc. title wants its newly relaunched “40 Under 40” to get some attention too. Revived in 2009 and retooled to include not just wealthy individuals, but also young business leaders with power, influence, and relevance, the feature also got an event tie-in this year.

Fortune relaunched the 40 Under 40 list last year with a focus on the most influential people in business under the age of 40. This year we decided to take it a step further and celebrate the success of the honorees and host a party in their honor,” said a Fortune spokesperson.

The event, held on Tuesday night at Skylight West, did just that, spotlighting the 40 movers and shakers with a relaxed cocktail reception. Experiential agency MKG produced the 300-person gathering, working closely with Time Inc.'s internal team, which included executive director of event marketing and talent relations Christine Rosa and senior event marketing manager Jennifer Outler.

Inside the Midtown West venue's studiolike sixth floor, the organizers added sleek black furnishings to match the youthful, business casual audience and adorned the walls with a video projection and photo collage of the chosen 40. Fifteen of them were also present in person.

Sponsors Buick, Ultimat Vodka, and American Airlines helped add some interactive elements to the reception. The car company brought in its latest Buick Regal vehicle, which guests could inspect up close, and American Airlines sought to boost its customer following by inviting attendees to sign up for its AAdvantage rewards program at one of two stations. Ultimat offered martinis, served from behind an ice bar with six kinds of olives to accompany the drinks.

Canard provided the rest of the edibles for the crowd, passing out items such as petit-four-style sushi, grilled chicken and Monterey Jack quesadillas with tomato and black bean salsa, and bite-size Caesar salad served on wafer-thin Parmesan crisps.

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