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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How to Grow a Kickoff Event—Without Sacrificing Style

The National Cherry Blossom Festival expanded its Pink Tie Party, drawing record crowds and larger sponsor activations.

D. Channing Muller
March 25, 2014

The National Cherry Blossom Festival—celebrating the 102nd anniversary of the gift of the cherry trees from Japan to the United States—kicked off on the first day of spring Thursday evening, with its signature Pink Tie Party. In addition to moving the fete to the Ronald Reagan Building and International Trade Center—after previously taking place at the Renaissance Mayflower Hotel then the Renaissance Washington D.C. last year—organizers changed the focus from food to fashion.

The larger venue allowed for an additional 200 people to attend, totaling nearly 800—the largest crowd in the event’s history. “We’ve changed our strategy of giving out info to the host committee by giving them more details than we have in the past and more emails when elements are solidified, so they can speak more intelligently about the party and really get more people to come,” said the festival’s director of programming, Lillian Iversen.

"When [Trade Center Management Associates] came forward with what they wanted to showcase in regard to their in-house services, it gave us a way to do something different and focus on the fashion component of the party,” Iversen said. In the past, restaurant-sponsored food stations dominated the event.

The move also provided more space for larger sponsor activations. Fashion outlets like the Collection at Chevy Chase and Macy’s had pedestals throughout the building’s atrium and adjacent ballroom with live models showing different looks from their retailers throughout the night. Macy’s setup also had midway games like balloon darts and ball-and-ring tosses to keep guests moving throughout the space.

The celebrations continued on Saturday with the Opening Ceremony at the Warner Theatre. The 2,000-person, free event combines local talent with notable Japanese performers in a multicultural entertainment program to commemorate the relationship between the United States and Japan. Iversen adjusted the run of show this year with tighter changeovers between acts to accommodate an additional performance, totaling eight this year, without pushing the show beyond its normal 90-minute run.

Other programming changes for the festival included the new "Sing Into Spring" competition. Since cherry blossoms aren’t usually a hot topic during the fall, Iversen and the parade production team chose that time of year to host the singing competition and remind locals about the festival. After first submitting their auditions via YouTube, 20 finalists competed in a live event in January to be chosen for a group performance that will occur during a parade on April 12.

The festival continues through April 13. Here’s a look inside the first weekend of events.

Japanese tango singer Anna Saeki performed during the opening ceremony on Saturday.
Japanese tango singer Anna Saeki performed during the opening ceremony on Saturday.
Photo: Ron Engle
A model wearing a skirt of pink champagne flutes welcomed guests to the Pink Tie Party on Thursday.
A model wearing a skirt of pink champagne flutes welcomed guests to the Pink Tie Party on Thursday.
Photo: D. Channing Muller for BizBash
Linder & Associates worked with Chicka Chicka Boom Boom to create an outdoor lawn party atmosphere surrounding the stage and centrally located Penny Pitch bar in the atrium.
Linder & Associates worked with Chicka Chicka Boom Boom to create an outdoor lawn party atmosphere surrounding the stage and centrally located Penny Pitch bar in the atrium.
Photo: Ron Engle
The Penny Pitch bar had guests toss tokens into one of four glasses in a pyramid at the center of circular bar. The glass—a martini, highball, champagne, or wine glass—determined the guest’s cocktail and served as a souvenir from the party.
The Penny Pitch bar had guests toss tokens into one of four glasses in a pyramid at the center of circular bar. The glass—a martini, highball, champagne, or wine glass—determined the guest’s cocktail and served as a souvenir from the party.
Photo: Ron Engle
Projection Presentation Technology projected the festival's signature cherry blossom designs onto the ceiling of the Ronald Reagan Building's atrium.
Projection Presentation Technology projected the festival's signature cherry blossom designs onto the ceiling of the Ronald Reagan Building's atrium.
Photo: Ron Engle
Macy's sponsored the classic balloon dartboard as one of its midway games.
Macy's sponsored the classic balloon dartboard as one of its midway games.
Photo: Ron Engle
Another midway game had guests attempting to toss a ping-pong ball into a table topped with empty fish bowls and wine glasses. All players walked away with a Kirin Ichiban-engraved bottle opener.
Another midway game had guests attempting to toss a ping-pong ball into a table topped with empty fish bowls and wine glasses. All players walked away with a Kirin Ichiban-engraved bottle opener.
Photo: Ron Engle
Catering from the venue's staff included lobster mac 'n' cheese served in mini copper pots.
Catering from the venue's staff included lobster mac 'n' cheese served in mini copper pots.
Photo: Ron Engle
Grass-covered high-top tables, white lounge chairs, and a gazebo bar created an indoor garden to one side of the atrium.
Grass-covered high-top tables, white lounge chairs, and a gazebo bar created an indoor garden to one side of the atrium.
Photo: Ron Engle
Additional lounge groupings of white and Lucite sofas, chairs, and ottomans provided seating for top sponsors.
Additional lounge groupings of white and Lucite sofas, chairs, and ottomans provided seating for top sponsors.
Photo: Ron Engle
Tysons Corner Center sponsored the social wall showcasing the tweets and Instagram posts using the #PinkTieParty hashtag.
Tysons Corner Center sponsored the social wall showcasing the tweets and Instagram posts using the #PinkTieParty hashtag.
Photo: Ron Engle
Tysons Galleria sponsored the step-and-repeat in the Capitol File Experience lounge. V.I.P. ticket holders could play model and pose for a commemorative photo with the professionals. The images then remained on loop on a nearby television throughout the night.
Tysons Galleria sponsored the step-and-repeat in the Capitol File Experience lounge. V.I.P. ticket holders could play model and pose for a commemorative photo with the professionals. The images then remained on loop on a nearby television throughout the night.
Photo: Ron Engle
The Howard University Step Team, a nod to the Step Into Spring promotions for the festival, kicked off the night's performances for the opening ceremony.
The Howard University Step Team, a nod to the Step Into Spring promotions for the festival, kicked off the night's performances for the opening ceremony.
Photo: Ron Engle
The winners of the Sing Into Spring competition were named during a live event hosted by American Idol alum Justin Guarini on January 27 at the Hard Rock Café. The singers were chosen from 20 finalists from a pool of 200 YouTube audition submissions, and the winning five groups will perform together at the parade on April 12.
The winners of the Sing Into Spring competition were named during a live event hosted by American Idol alum Justin Guarini on January 27 at the Hard Rock Café. The singers were chosen from 20 finalists from a pool of 200 YouTube audition submissions, and the winning five groups will perform together at the parade on April 12.
Photo: Ron Engle
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