Ideas

Costumed performers brought the storybook theme to life within the party space.

A photo booth put guests in the fairytale atmosphere.

Fanciful props topped tables, which had six different looks.

Regal rose arrangements towered over opulent tabletops.

A wall of frames hung over a bar backed with greenery.

Whimsical decor seemed plucked right from a storybook.

The main stage featured oversize props from famous tales.

Katy Perry performed a set of her hits, as well as a song inspired by a visit to Children's Hospital Los Angeles.

Costumed entertainers made for on-theme interaction and photo ops.

The event drew 1,200 guests and raised $4 million.

The American Cancer Society’s Discovery Ball in 2013 in Chicago was dubbed “Passport to Discovery” and had a time-travel theme. As a nod to the nonprofit’s 100-year past, as well as its present and future, the fund-raiser drew inspiration from an old-fashioned train station, with props and decor including suitcases, trunks, and old street lamps. The registration desk was decorated to resemble a ticket counter.

As guests entered the 35,000-square-foot space, they were greeted by costumed staff and given an R.F.I.D. wristband to save and share photos.

Staff dressed as housekeepers walked around the event, pushing a cart with toilet paper and cleaning supplies to tie into the idea that guests were at a party in Jack Daniel's house.

Jack Daniel's House No. 7 at N.B.A. All-Star Weekend included a variety of rooms with different themes, such as one meant to evoke the feeling of an electronic dance music party.

The brand created a virtual-reality experience that transported guests to the Jack Daniel's distillery in Lynchburg, Tennessee.

Both nights T-Pain performed for guests on a stage backed by whiskey barrels used as decor and speakers.

The bachelorette-party room was filled with bright colors and a karaoke machine.

To connect the experience to the brand's N.B.A. partnership, organizers added several basketball-theme areas, including a room designed to look like an N.B.A. dressing room.

Throughout the night, organizers invited some of the guests behind a hidden door and into a soundproof lounge that was meant to replicate Jack Daniel's famous White Rabbit Saloon.

After listening to a presentation from a Jack Daniel's barrel master, guests were invited to leave their signatures on a barrel.

Jack Daniel's partnered with a local salon, which sent stylists to provide hair cuts and styling services at the party.

Organizers added elements throughout the house to tie the experience to N.B.A. All-Star Weekend.