Gwen Gibson, national director of special events at Holt Renfrew Canada, began her career at the company 17 years ago. Today she coordinates more than 350 annual events nationwide, the largest being an annual monthlong retail campaign. In her time with Holt's, Gibson has had the opportunity to work with designers Jil Sander, Oscar de la Renta, Paloma Picasso, and many others. Her department began as a team of two—Gibson and one assistant responsible for all events and marketing—and now includes two staffers in the corporate office in Toronto along with Gibson and special events managers at every store location across Canada.
What types of events do you oversee?
The three categories our events fall under are regional events, which include charitable work; merchant events, like trunk shows; and corporate events, like private shopping and in-store promotions. This year we're sponsoring various fund-raisers, like the Power Ball, and we are the retail and red carpet sponsors of the Toronto International Film Festival. But the largest single event we do is our monthlong retail campaign that includes four weeks of decor, props, guest and celebrity appearances, designers, and then some. It takes a full year of planning to execute, so when we're finished with one we begin the next right away. Last year the theme was Vinyl, which expressed the rock 'n' roll genre of music in displays, promotions, and parties; in the past it has been called Flick, a movie theme.
Describe what it's like managing events for Holt Renfrew.
It is fun, exhilarating, and intense. It's a company where you learn more in one day than you would in a week anywhere else. It's about having a passion for really gorgeous fashion. You have to be really interested in who and what Holt Renfrew is to do your job properly, and I really get it.
Where do you go for ideas?
I get them from all over: Web sites, other retailers all over the world, and lots of other institutions, like museums and art galleries. You can get inspiration from anywhere; all you need is one idea that can be expanded into an event.
What is your favourite thing about planning events?
I love the research part of it. It's fun to develop an idea and then research just how to implement it.
What advice would you offer to other event planners?
Never assume anything.
How do you measure the success of an event?
There are three things that are important to us: sales, traffic, and awareness/media. Each event we do has a different goal, but each event must help to increase retail sales and consumer traffic through the store, and each should garner media attention to help build momentum for the next event.
What is the most challenging part of your job?
The volume of work. With more than 350 events a year, we can't afford to get off track. But I love the challenge and the multitasking, and that's what keeps me here.
What is your biggest event fear?
I am always afraid the attendance won't be what we expect for our events. We have a rule at Holt's; everything must be ready 30 minutes before the event begins, right down to servers with poured wine at the doors. That is the time that we call the calm before the storm, and that is the time you start to wonder about attendance!
How much do you rely on outside suppliers?
It depends on the size of the event. We mostly rely on our in-house team for everything, but with an event for more than 1,200 people, like Vinyl, we need help. When we go outside we use suppliers like Jeff Roick of McNabb Roick Events, Westbury National Show Systems, waitstaff from Will Reid, and Chair-man Mills. We worked with all of these suppliers to help us produce Vinyl.
What event do you most look forward to?
The Canfar [Canadian Foundation for AIDS Research] Bloor Street Entertains, an event that turns shops in the Bloor-Yorkville area into black-tie dining rooms. It happens every year at the beginning of December for two days. We hold a dinner for 50 in our in-store caf?, with the proceeds going to Canfar. It always seems like the most perfect launch of the holiday season; it encompasses raising funds, giving back, and creating a beautiful setting.
—Robyn Small
Posted 05.19.05
