Sunnybrook Hospital Entertains 350 Tweens at Justin Bieber's Pre-Concert Reception

By Carla Warrilow January 5, 2012, 2:09 PM EST

Photo: Doug Nicholson

Justin Bieber Pre-Concert Reception
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Sunnybrook Hospital hosted a pre-concert reception for 350 Justin Bieber fans on Wednesday, December 21, at the Arcadian Court. Bieber selected Sunnybrook’s Centre for Youth Bipolar Disorder as a beneficiary of his Home for the Holidays concert, just seven days before the performance at Massey Hall. “I was over the moon, but I also knew what it meant,” said Jessica Diniz, managing director of brand marketing and events at Sunnybrook. 
The largest challenge for Diniz and Winnette Sampson, event manager at Sunnybrook, was organizing the event in such a short amount of time. Securing a venue was the team’s first priority, and luckily, the Arcadian was available, not far from Massey Hall. After booking the venue, “everything just kind of came together,” Diniz said.

Sampson and Diniz wanted to create a fun event that would appeal to both the tween guests and their parents. “We had a really incredible team,” Sampson said. “We’re all in our 20s and we just put our heads together.” With help from Magen Boys Entertainment and My Party Impressions, the reception had plenty of entertainment and activities. Guests could get a glitter tattoo of Bieber’s initials, hearts, or a stencil image of him. They could also make their own flipbook and watch a hip-hop performance on stage.

Oliver and Bonacini catered the event and offered items like sliders, poutine, and sushi. “Kids are so sophisticated now,” Sampson said. At the bar, an assortment of non-alcoholic drinks were served in cocktail glasses and named after Bieber hits, like Not Another Lonely Girl Lemonade. Kids could also sample four kinds of hot chocolate at a station.

The event went from 6 to 7:30 p.m. At the end of the event, guests were transported to the concert in pink-and-yellow trolleys dubbed the “Bieber Express.” Tickets to the reception were $1,000 and sold out in five days. The event raised more than $250,000 for the Centre for Youth Bipolar Disorder at Sunnybrook Hospital.

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