Roth Financial Conference Brings Cheap Trick and Flo Rida for Back-to-Back Parties

By Alesandra Dubin March 20, 2012, 5:52 PM EDT

A clear-span tent and illuminated trees made the indoor-outdoor space feel expansive and inclusive.

Photo: Nadine Froger Photography

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Orange County-based investment banking company Roth Capital Partners held its 24th annual conference from March 11 through 14 at the Ritz-Carlton Laguna Niguel in Dana Point, where there were more than 400 presenting companies and 1,000 investors present, making it one of the largest events of its kind in the country. An annual tradition for the event, a duo of high-profile, entertainment-packed parties gave the conference a sense of festivity and glamour. C.E.O. Byron Roth oversaw the program, which had production by Elite Productions International.

The parties' parking lot venue and its existing obstacles provided production challenges for organizers, who used a clear-structure tent to provide a feeling of openness. The team lit all existing trees that fell inside and outside the tent for an expansive feel. Most openings of the tent on one end were left open to eliminate the barrier and division of space, making the entire 25,000-square-foot area feel unified. String lights outside reflected into the tent and the illuminated surrounding trees were visible through the structure.
The first night's party drew its inspiration from headline entertainer Cheap Trick. Elite described the look and feel as “a throwback of old-school rock with a retro twist.” Black and white decor included pops of color like fuchsia and orange, and checkered accents on backdrops and table runners reinforced the look. A mix of retro furniture with modern pieces advanced the late-'60s/early-'70s feel. Lighting matched additional pieces of furniture in green and blue throughout.
On the second evening, the space transformed to a club lounge with a color palette of black and gold inspired by looks on recent fashion runways. Flo Rida performed at the party, which popped with gold leather furniture with black patent leather and suede lounge seating. Dancers wore custom feathered costumes on a runway behind bars, highlighted with large Payette backdrops. Flowers in shades of ivory and white lent a modern feel.

Unlike past years, this year's event had an indoor-outdoor setting that allowed a larger area for guests and accommodated the addition of food-truck catering on both nights.

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