Photo: Henry Lin
To most people's minds, the summer company outing involves a barbecue of some sort, perhaps a friendly game of softball between colleagues, andโwith any luckโa sunny day. But it doesnโt have to be that way. Instead, picture an early-evening outdoor cocktail hour followed by dinner on a weekday in August, or a family picnic that kicks off at 5 p.m. on a summer Saturday. More and more companies are hosting their annual staff get-togethers during evening hours.
โSummer 2006 was the first time we tried an evening picnic, and I have to say it turned out better than imagined,โ says Stacey J. Milch, senior human resources coordinator in the Chicago office of engineering firm Thornton Tomasetti. โYouโre not in the heat of high noon. Itโs the perfect time.โ That yearโs location was the University of Illinoisโs Chicago campus; the event was produced by Windy City Fieldhouse, a teambuilding and entertainment company. โOur employees loved it so much that they insisted we do it again this past summer, even though we usually donโt do the same thing two years in a row.โWhile somewhat counterintuitive to the stereotype of this seasonal tradition, the evening summer corporate eventโoften with the same slate of activities as its daytime predecessorsโis a trend thatโs gaining steam. Executives and vendors at venues say these nighttime events are increasing year after year. โThree years ago we did two evening picnics, last year we did about eight, and I expect that number to double this year,โ says Murrel Karsh, president of Windy City Fieldhouse. โEvery client that did it last year has re-upped. They have grown to love it.โ
As Karsh explains, one of the most compelling arguments for an evening gathering is increased attendance, across all demographics. โThe 20- to 30-year olds are always tough to get to a daytime picnic,โ he says. โBy doing an evening picnic, youโre saying, โCome have dinner with us, then go out.โ Youโre falling right in with their schedule.โ Similarly, an evening picnic for employees with young children is less likely to conflict with daytime activities like soccer practice and playdates.
โWe used to do a picnic on a Saturday, and more and more families couldnโt do it,โ says Julie Bohl, director of corporate relations at White Plains, New York-based health and beauty company Combe Incorporated. Then Combe formed an employee committee to answer the question โWhat would get you to a picnic?โ The answer: Hold it on a weekday evening.
In 2001, Combeโs event became an evening outing at Playland, an amusement park in Rye, New York, which raised employee attendance to 74 percent, from 31 percent the previous year. Now an annual tradition, the companyโs event boasts an 80 percent participation rate and includes dinner under a pavilion from 5 to 7 p.m., with guests roaming the park afterward.
Playland marketing manager Ken Puccia, who has overseen corporate bookings there for 20 years, says, โ[The number of evening events] has definitely built up. We had a handful in the mid-โ80s. They were few and far between on a weekday, let alone in the evening. [Since then] itโs quadrupled.โ
Alcon Laboratories, an eye-care company in Irvine, California, has had success with nighttime outings since trying one in 1997. โWe said, โLetโs try something different,โโ says accounts payable supervisor Sherry Duncan, who enlisted James Event Productions, which specializes in corporate picnics and owns private locations in Southern California. โWe had a DJ, rides, go-karts, softball, volleyball, basketball, boats, and a putting green.โ Now the company chooses a day or evening time slot for its 1,100 employees based on the venue, which usually changes from year to year.
Itโs not only family-friendly outings taking place in the evening. โI have noted a trend toward moving summer employee-appreciation events from afternoons to evenings,โ says Kristin Campbell, the Toronto Botanical Gardenโs facility sales supervisor. Campbell says the cityโs law firms and financial companies are particularly fond of evening events. โ[So far this year] we have confirmed about 12 ... which is an increase from 2007, and an even greater increase from 2006, when we only hosted about four such events.โ
Lindsey Ash, director of human resources at the Toronto division of advertising giant Publicis, made the switch to an evening event last summer. โOver the years, we would have an afternoon picnic where weโd go play softball, or weโd go on a boat,โ Ash says. โWe found that people go at three and they leave by five.โ So last July, the company hosted a tented โHavana Nightsโ theme party for 220 employees in Torontoโs distillery district, with a Cuban band and mojitos. โIt was a huge success. We had more turnout than expected. People felt it was a nice, special evening for them.โ
Across town at Torontoโs lakeside megaplex Polson Pier, evening summer events are on the rise as well, according to Mirela Davis, the venueโs director of corporate and group services. โThursday night is typically booked solid,โ she says, counting investment and insurance firms among the clients who have used the 23-acre complex for summer evening activities ranging from cocktail parties to volleyball tournaments to rock climbing. โItโs a different atmosphere at night. You dim the lights and it becomes more relaxing,โ she says.
While Karsh of the Windy City Fieldhouse acknowledges that an evening event may not involve as many water-related activities, he says thatโs pretty much where the limitations end. โThereโs nothing you can do in the day that you canโt do at night,โ he says. Plus, Karsh notes, โYou tend to not have bees.โ
โSummer 2006 was the first time we tried an evening picnic, and I have to say it turned out better than imagined,โ says Stacey J. Milch, senior human resources coordinator in the Chicago office of engineering firm Thornton Tomasetti. โYouโre not in the heat of high noon. Itโs the perfect time.โ That yearโs location was the University of Illinoisโs Chicago campus; the event was produced by Windy City Fieldhouse, a teambuilding and entertainment company. โOur employees loved it so much that they insisted we do it again this past summer, even though we usually donโt do the same thing two years in a row.โWhile somewhat counterintuitive to the stereotype of this seasonal tradition, the evening summer corporate eventโoften with the same slate of activities as its daytime predecessorsโis a trend thatโs gaining steam. Executives and vendors at venues say these nighttime events are increasing year after year. โThree years ago we did two evening picnics, last year we did about eight, and I expect that number to double this year,โ says Murrel Karsh, president of Windy City Fieldhouse. โEvery client that did it last year has re-upped. They have grown to love it.โ
As Karsh explains, one of the most compelling arguments for an evening gathering is increased attendance, across all demographics. โThe 20- to 30-year olds are always tough to get to a daytime picnic,โ he says. โBy doing an evening picnic, youโre saying, โCome have dinner with us, then go out.โ Youโre falling right in with their schedule.โ Similarly, an evening picnic for employees with young children is less likely to conflict with daytime activities like soccer practice and playdates.
โWe used to do a picnic on a Saturday, and more and more families couldnโt do it,โ says Julie Bohl, director of corporate relations at White Plains, New York-based health and beauty company Combe Incorporated. Then Combe formed an employee committee to answer the question โWhat would get you to a picnic?โ The answer: Hold it on a weekday evening.
In 2001, Combeโs event became an evening outing at Playland, an amusement park in Rye, New York, which raised employee attendance to 74 percent, from 31 percent the previous year. Now an annual tradition, the companyโs event boasts an 80 percent participation rate and includes dinner under a pavilion from 5 to 7 p.m., with guests roaming the park afterward.
Playland marketing manager Ken Puccia, who has overseen corporate bookings there for 20 years, says, โ[The number of evening events] has definitely built up. We had a handful in the mid-โ80s. They were few and far between on a weekday, let alone in the evening. [Since then] itโs quadrupled.โ
Alcon Laboratories, an eye-care company in Irvine, California, has had success with nighttime outings since trying one in 1997. โWe said, โLetโs try something different,โโ says accounts payable supervisor Sherry Duncan, who enlisted James Event Productions, which specializes in corporate picnics and owns private locations in Southern California. โWe had a DJ, rides, go-karts, softball, volleyball, basketball, boats, and a putting green.โ Now the company chooses a day or evening time slot for its 1,100 employees based on the venue, which usually changes from year to year.
Itโs not only family-friendly outings taking place in the evening. โI have noted a trend toward moving summer employee-appreciation events from afternoons to evenings,โ says Kristin Campbell, the Toronto Botanical Gardenโs facility sales supervisor. Campbell says the cityโs law firms and financial companies are particularly fond of evening events. โ[So far this year] we have confirmed about 12 ... which is an increase from 2007, and an even greater increase from 2006, when we only hosted about four such events.โ
Lindsey Ash, director of human resources at the Toronto division of advertising giant Publicis, made the switch to an evening event last summer. โOver the years, we would have an afternoon picnic where weโd go play softball, or weโd go on a boat,โ Ash says. โWe found that people go at three and they leave by five.โ So last July, the company hosted a tented โHavana Nightsโ theme party for 220 employees in Torontoโs distillery district, with a Cuban band and mojitos. โIt was a huge success. We had more turnout than expected. People felt it was a nice, special evening for them.โ
Across town at Torontoโs lakeside megaplex Polson Pier, evening summer events are on the rise as well, according to Mirela Davis, the venueโs director of corporate and group services. โThursday night is typically booked solid,โ she says, counting investment and insurance firms among the clients who have used the 23-acre complex for summer evening activities ranging from cocktail parties to volleyball tournaments to rock climbing. โItโs a different atmosphere at night. You dim the lights and it becomes more relaxing,โ she says.
While Karsh of the Windy City Fieldhouse acknowledges that an evening event may not involve as many water-related activities, he says thatโs pretty much where the limitations end. โThereโs nothing you can do in the day that you canโt do at night,โ he says. Plus, Karsh notes, โYou tend to not have bees.โ