So where are we in the progression of event styles? We endured the dot-com frat parties and foie gras-fueled, luxurious launch events of the late 90's. We sat through the softer settings and comfort food after September 11, 2001, when party guests nibbled on macaroni and cheese and mini cheeseburgers. And we bit our nails through the are-we-going-to-war? era, when event planners didn't know what the hell to do. But where are we now?
According to many event professionals, the most important ingredient in today's event mix is something that might seem kind of obvious. "I think what people want is to have a good time," says Elizabeth Mitchell, senior promotion director at Wenner Media. "It's all about fun."
Now, the idea that people want to have fun at parties may not seem like surprising news. Perhaps the real change is what planners and guests consider to be a good time these days. Instead of ooh-ing and ah-ing over menu items that require a five-minute explanation from the caterwaiter, they're more likely to be sneaking cigarettes ("Screw Bloomberg!") and jumping around to Outkast.
"People have been wined and dined to death," Mitchell says. "People have had enough of over-the-top hors d'oeuvres. They want an interesting environment with cool people and great music, and to walk away feeling like they had a great time."
That doesn't mean good food isn't a priority. "Standards are still pretty high as far as food goes," says Brenda Loughery, a partner at Lizzie Grubman Public Relations. "People still want a certain quality."
But these days, guests aren't necessarily sniffing around for the most extravagant nibbles, or ten-foot flower Arrangements at every turn, for that matter. "You just have to have all the elements there," says Michael Mondoro, who manages communications and events for hair and beauty brand Charles Worthington. "It doesn't have to be caviar and foie gras, but it can't be just cheese on a plate." And guests understand that the open bar might be limited to a few liquor sponsors instead of a full array of top-shelf brands.
"People aren't picking events apart. People just want the overall feeling that it's a fun, good time," says Molly Hover, special events director at House & Garden. "The party has to make them want to stay there." For a February event promoting the magazine's annual color issue, Hover took guests to the Hayden Planetarium, where they watched the Museum of Natural History's trippy SonicVision laser light show set to music from alt-rock bands. (Sounds fun, no?)
All these good-time guests still have expectations about what makes a great party—after all, they've seen what the event industry is capable of. "Each detail has to be original, funky and creative," says Cathy Knowles, director of special events for the American Cancer Society. "People have more discerning tastes these days. They don't just show up."
That means invitations still need to promise a reason to make the effort to attend an event. "People are looking for some sort of entertainment," Mondoro says. They also need a clear purpose and message—parties-for-the-sake-of parties are verboten for both cash-minded companies and time-conscious guests.
Instead of spending loads of money, planners are creating the right environment with creative touches or unusual choices. DJs who can play the right music mix are especially important. "They give the whole party the vibe," says Nylon editorial coordinator Rena Fischler, who plans about eight to ten events a year for the magazine. "They set the tone."
Even the small details can affect the mood of an event: Offbeat shapes and sizes for plates, flatware and glassware can add to a party's festive feeling. "People are accepting less and less of the standard party rental equipment," says Mary Dearborn, vice president of catering sales for Restaurant Associates. "It's not just the same old, same old." The catering giant also changed its standard caterwaiter uniform a few months ago, from tuxedos to dark blue suits with Nehru jackets-not exactly clown suits, but definitely a less stuffy, formal look.
Even in this merriment-minded moment, there's plenty of competition to put on the best event. "Everybody is trying to beat out everybody else," says Nylon's Fischler. For the fashion magazine's fifth anniversary party in late March, she's planning to fill the nightclub Marquee with unusual entertainment and activities. "It will have everything you want to indulge in," she says. "It will be"—here's that word again—"fun."
—Chad Kaydo
This story originally appeared in our newspaper, the BiZBash Event Style Reporter.
According to many event professionals, the most important ingredient in today's event mix is something that might seem kind of obvious. "I think what people want is to have a good time," says Elizabeth Mitchell, senior promotion director at Wenner Media. "It's all about fun."
Now, the idea that people want to have fun at parties may not seem like surprising news. Perhaps the real change is what planners and guests consider to be a good time these days. Instead of ooh-ing and ah-ing over menu items that require a five-minute explanation from the caterwaiter, they're more likely to be sneaking cigarettes ("Screw Bloomberg!") and jumping around to Outkast.
"People have been wined and dined to death," Mitchell says. "People have had enough of over-the-top hors d'oeuvres. They want an interesting environment with cool people and great music, and to walk away feeling like they had a great time."
That doesn't mean good food isn't a priority. "Standards are still pretty high as far as food goes," says Brenda Loughery, a partner at Lizzie Grubman Public Relations. "People still want a certain quality."
But these days, guests aren't necessarily sniffing around for the most extravagant nibbles, or ten-foot flower Arrangements at every turn, for that matter. "You just have to have all the elements there," says Michael Mondoro, who manages communications and events for hair and beauty brand Charles Worthington. "It doesn't have to be caviar and foie gras, but it can't be just cheese on a plate." And guests understand that the open bar might be limited to a few liquor sponsors instead of a full array of top-shelf brands.
"People aren't picking events apart. People just want the overall feeling that it's a fun, good time," says Molly Hover, special events director at House & Garden. "The party has to make them want to stay there." For a February event promoting the magazine's annual color issue, Hover took guests to the Hayden Planetarium, where they watched the Museum of Natural History's trippy SonicVision laser light show set to music from alt-rock bands. (Sounds fun, no?)
All these good-time guests still have expectations about what makes a great party—after all, they've seen what the event industry is capable of. "Each detail has to be original, funky and creative," says Cathy Knowles, director of special events for the American Cancer Society. "People have more discerning tastes these days. They don't just show up."
That means invitations still need to promise a reason to make the effort to attend an event. "People are looking for some sort of entertainment," Mondoro says. They also need a clear purpose and message—parties-for-the-sake-of parties are verboten for both cash-minded companies and time-conscious guests.
Instead of spending loads of money, planners are creating the right environment with creative touches or unusual choices. DJs who can play the right music mix are especially important. "They give the whole party the vibe," says Nylon editorial coordinator Rena Fischler, who plans about eight to ten events a year for the magazine. "They set the tone."
Even the small details can affect the mood of an event: Offbeat shapes and sizes for plates, flatware and glassware can add to a party's festive feeling. "People are accepting less and less of the standard party rental equipment," says Mary Dearborn, vice president of catering sales for Restaurant Associates. "It's not just the same old, same old." The catering giant also changed its standard caterwaiter uniform a few months ago, from tuxedos to dark blue suits with Nehru jackets-not exactly clown suits, but definitely a less stuffy, formal look.
Even in this merriment-minded moment, there's plenty of competition to put on the best event. "Everybody is trying to beat out everybody else," says Nylon's Fischler. For the fashion magazine's fifth anniversary party in late March, she's planning to fill the nightclub Marquee with unusual entertainment and activities. "It will have everything you want to indulge in," she says. "It will be"—here's that word again—"fun."
—Chad Kaydo
This story originally appeared in our newspaper, the BiZBash Event Style Reporter.
