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  1. Catering & Design
  2. Event Design & Decor

'Washingtonian' Partners With LivingSocial and BMW for Best of Washington Party

D. Channing Muller
July 19, 2011

Washingtonian hosted its annual Best of Washington party on Wednesday night for 1,700 people, 200 more than last year, at the National Building Museum. The party showcased the restaurants featured in the magazine's July issue, which showcases readers' choices of the best eateries, bars, spas, golf clubs, and other businesses in the area.

The magazine partnered with title sponsor LivingSocial for the first time and had a larger presence from returning supporter BMW. “We had started talking to [LivingSocial] editorially months ago, and then this event came around, and the biggest thing they wanted to do was get in front of the restaurants, which is their key market,” said Erin Keating, Washingtonian’s new director of marketing and special events, who planned the event for the first time. “They were able to push the download of their app through the [pre-event] happy hours and the party itself.”
 

LivingSocial incorporated its branding into the event's promotional products and on-site signage, bars, a specialty cocktail, and souvenir sunglasses. BMW also increased its sponsorship by nearly 30 percent by co-hosting the publisher’s preparty on the second floor of the building, for sponsors and those who'd purchased $125 V.I.P. tickets. BMW also got its partner Callaway Golf involved with a branded tent in the museum’s atrium and multiple putting greens in the gaming area.

Keating changed up the theme—after her predecessor had employed, first, Asian-inspired, and then, circus-style decor the past two years—with a preppy garden party entitled “Bringing the Outdoors In.” “For me it was a matter of picking [a theme] that hadn’t been done but that we could draw a lot of color and get more bang for our buck in decor,” Keating said. “Knowing that it was important to keep people interacting [with the brands], we have to go toward themes people can interact with.”

Hargrove Inc. and Perfect Settings used primarily white bars and lounge seating accented by brightly colored backdrops, flowers, and uplighting. The entertainment continued to be interactive, as is traditional for the party, with outdoor games like boccie ball, corn hole, and putting greens surrounding the fountain at the center of the grand atrium.

The magazine also engaged guests through its use of a Twitter hashtag leading up to and throughout the event. Washingtonian promoted the tag during four promotional happy hours in past few weeks, as well as in dedicated emails sent to attendees.

E21036sa
Photo: Juan Carlos Briceno/FotoBriceno
CPR Multimedia projected a gobo of the event's logo onto the floor of the entrance.
CPR Multimedia projected a gobo of the event's logo onto the floor of the entrance.
Photo: Juan Carlos Briceno/FotoBriceno
Groupings of white lounge furniture and low-sitting tables draped in brightly colored linens dotted the perimeter of the event space.
Groupings of white lounge furniture and low-sitting tables draped in brightly colored linens dotted the perimeter of the event space.
Photo: Juan Carlos Briceno/FotoBriceno
Hargrove set up white bars and lounge furniture for the publisher's reception and relied on lighting for color.
Hargrove set up white bars and lounge furniture for the publisher's reception and relied on lighting for color.
Photo: Juan Carlos Briceno/FotoBriceno
Blue lighting and BMW's logo added ambirnce to the publisher's V.I.P. reception, staged in one of the second-floor galleries of the museum.
Blue lighting and BMW's logo added ambirnce to the publisher's V.I.P. reception, staged in one of the second-floor galleries of the museum.
Photo: Juan Carlos Briceno/FotoBriceno
The theme extended to the bars, with faux grass adorning the facade of each.
The theme extended to the bars, with faux grass adorning the facade of each.
Photo: Juan Carlos Briceno/FotoBriceno
Whimsical pinwheels decorated one of the three main bars.
Whimsical pinwheels decorated one of the three main bars.
Photo: Juan Carlos Briceno/FotoBriceno
Gobos of sponsor LivingSocial's logo adorned the venue's numerous columns.
Gobos of sponsor LivingSocial's logo adorned the venue's numerous columns.
Photo: Juan Carlos Briceno/FotoBriceno
All of the games and silent-auction items surrounded the central fountain of the venue's grand hall.
All of the games and silent-auction items surrounded the central fountain of the venue's grand hall.
Photo: Juan Carlos Briceno/FotoBriceno
Callaway Golf sponsored two putting greens at the center of the atrium.
Callaway Golf sponsored two putting greens at the center of the atrium.
Photo: Juan Carlos Briceno/FotoBriceno
Boccie ball courts kept guests entertained all night.
Boccie ball courts kept guests entertained all night.
Photo: Juan Carlos Briceno/FotoBriceno
BMW had cars on display throughout the atrium and on the lawn.
BMW had cars on display throughout the atrium and on the lawn.
Photo: Juan Carlos Briceno/FotoBriceno
Blacksalt restaurant served seafood salad with smoked mussels, shrimp, octopus, white bean, tomato, and sherry vinaigrette.
Blacksalt restaurant served seafood salad with smoked mussels, shrimp, octopus, white bean, tomato, and sherry vinaigrette.
Photo: Juan Carlos Briceno/FotoBriceno
Cuba Libre Restaurant and Rum Bar served bite-size flan topped with strawberries and blueberries.
Cuba Libre Restaurant and Rum Bar served bite-size flan topped with strawberries and blueberries.
Photo: Juan Carlos Briceno/FotoBriceno
Sponsor Coca-Cola served a selection of its products like Smartwater, Coca-Cola, Fuze, and Vitaminwater from its mobile beverage stand.
Sponsor Coca-Cola served a selection of its products like Smartwater, Coca-Cola, Fuze, and Vitaminwater from its mobile beverage stand.
Photo: Juan Carlos Briceno/FotoBriceno
1789 Restaurant served peaches-and-cream push-up pops and fried peach pies at its station.
1789 Restaurant served peaches-and-cream push-up pops and fried peach pies at its station.
Photo: Juan Carlos Briceno/FotoBriceno
Georgetown Cupcake served a variety of its well-known cupcakes; their gluten-free lava fudge cupcakes received high praise in the magazine's Best of Washington list.
Georgetown Cupcake served a variety of its well-known cupcakes; their gluten-free lava fudge cupcakes received high praise in the magazine's Best of Washington list.
Photo: Juan Carlos Briceno/FotoBriceno
Caricaturists provided festival takeaways for guests.
Caricaturists provided festival takeaways for guests.
Photo: Juan Carlos Briceno/FotoBriceno
More than 1,700 people attended the three-hour event.
More than 1,700 people attended the three-hour event.
Photo: Juan Carlos Briceno/FotoBriceno
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