Global networking technology company Cisco held its annual Partners Summit in Boston June 2 through June 4, when it looked for ways to wow its sales partners on a significantly reduced budget.
"The whole program was scaled down from years past," said Richard Toscano, director of special events at George P. Johnson, who worked with Cisco to plan the summit. "In the past we’ve had 4,000 to 5,000 attendees—this year it was cut down to 2,000."
A smaller event meant a more exclusive crowd. "We strategically scaled back to a more executive level," said Stacy Glavinos, event program manager at Cisco. "We went from 43 percent executives last year to 59 percent, so everything had to be tweaked to that executive level."
Three days of meetings at the Boston Convention and Exhibition Center were supplemented by networking and entertainment events at venues ranging from Skywalk at Prudential Center to the Estate nightclub, but the program's highlight was the closing night gala for all 2,000 guests.
By using the Wang Theater, Glavinos saved money on decor: The restored 1925 Broadway-style venue includes expansive ceiling murals, marble columns, and ornate gold leaf decor surrounding a large stage.
Arriving guests were directed to the main lobby, where custom bars and DJs lent a nightclub atmosphere, and 1031 Productions supplied models posing as Greek and Roman statues to match the theater's decor. In contrast, the lower-level lobby was packed with high-backed leather banquettes, short cocktail tables, and a pianist to give the space the feel of laid-back jazz lounge.
During a surprise performance by musical group Street Beats, the doors to the theater opened and the performers guided guests inside—with help from the newly mobile statues. Attendees assumed they were being shown to their seats for a performance but were instead directed all the way to the stage, where the the curtain rose and revealed a lounge area outfitted with two long, serpentine bars, Italian chandeliers, and a kabuki screen. Street Beats continued its performance onstage as guests gathered around and cheered. The screen dropped to reveal a 16-person rock band, which played while the guests remained onstage.
"It was unlike anything we'd ever done before," said Glavinos. "It built up this level of energy that lasted throughout the night. We have such a broad audience for this event, and the venue allowed us to please everyone and bring these people together."
