Best of 2011: 10 Boston Event Industry Highlights

The local Boston fashion and retail industry beefed up some of its more high-profile happenings. In September, Newbury Street was roped off for the first time in 15 years for Fashion’s Night Out, which included everything from a cocktail party with a disco theme at Tiffany & Company to an alfresco concert. In previous years, the event had a less official presence in the city, with small, scattered trunk shows and in-store events. Later that month, Boston Fashion Week also got a more cohesive makeover, with a centralized, 3,000-square-foot tent (pictured) from PBD Events spanning a courtyard near the Mandarin Oriental Hotel.

To celebrate the opening of its new wing—a $12 million structure that holds seven galleries devoted to contemporary art—the Museum of Fine Arts hosted a 24-hour bash. Beginning at 7 p.m. on September 17, the ambitious event segued from a glitzy, intimate cocktail reception to a dance party that lasted until 3 a.m. Later in the morning, a free open house offered everything from breakfast bites to sunrise yoga and dance classes. The inspiration came from Christian Marclay’s film, The Clock, which spans 24 hours and screened during the event.

Events that cater to families saw a surge of success. In July, the Sand Sculpting Festival increased its kids’ programming and saw a giant increase in attendance over the previous year: In 2010, the festival drew around 250,000 guests; more than half a million made it out this year. In September, the Life Is good Festival, which also has activities for children and adults, drew 20,000 guests and raised nearly $1 million—a sizable leap from last year’s take of $725,000.

The Institute of Contemporary Art rang in its 75th anniversary in October with dinner for 700 guests in a Logan Airport hangar—a location that was not revealed until the night of the event. When they arrived at the museum, partygoers hopped aboard trolleys and were taken to the hangar, where a Delta plane was branded with the institute's logo. The event raised $1.9 million.

Local galas got a boost from big-name headliners. In September, the Unicef Children’s Champion award dinner honored Sting and Unicef U.K. ambassador Trudie Styler, and became the most successful dinner to date by raising upwards of $1.2 million. In November, Chelsea Clinton spoke at the Big Sister Association of Greater Boston’s 60th anniversary celebration, which raised $850,000, and Wyclef Jean performed at Askyon’s first Boston-area gala later that month.

To celebrate its centennial next year, the stately Fairmont Copley Hotel began a $20 million restoration in the fall. Enhancements, slated for completion in summer 2012, include upgrades to the guest rooms, a 2,400-square-foot fitness center, and a 700-square-foot deck that wraps around the building’s corridor. Additionally, the Boston Marriott Long Wharf (pictured) unveiled its Harbor View Ballroom in late August. The space seats 160 for a plated dinner at rounds, or 130 with a dance floor. Cocktail receptions are available for 200, or 140 on a seasonal patio.

The Boston Symphony Orchestra’s Presidents at Pops Concert took place at Symphony Hall on June 8, drawing 1,800 members of the corporate community and raising $1 million—a $100,000 increase over last year’s take. The event had a new sponsorship level, known as the President’s Circle, which helped it attract 23 new sponsors.

Stanhope Street, a formerly quiet throughway at the edge of the South End, saw an influx of event-friendly, buzzed-about restaurants. In June, glitzy Pan-Asian restaurant Red Lantern (pictured) opened with a private dining room stocked with a 40-inch flat-screen TV. In the fall, the Brahmin American Cuisine and Cocktails opened a couple of doors down with the private Silhouette room.

Kendall Square was another neighborhood that got new event-friendly spaces this year. In June, noted area chef Michael Leviton opened Area Four, where a private café space can seat 20; the bakery and restaurant also offers catering. Catalyst (pictured), which opened in September, offers modern American cuisine in several boardroom-style spaces designed specifically for groups.

In September, Gilt City launched its new Tastemaker series with an invite-only event at 28 Degrees. Local philanthropist Ashley Bernon, dubbed “Boston’s biggest cheerleader” by Gilt City Boston senior curator Erica Corsano, was the inaugural tastemaker for the Web site, which offers deals for members on luxury items and experiences. “Tastemakers will feature a well-curated collection of packages from the city’s top influencers,” Corsano said. “It’s also an opportunity for them to leverage [Gilt City] to talk about what they’re doing.” The brand will eventually introduce Tastemakers in 10 markets nationwide. Boston was an ideal launch pad for the initiative, Corsano said, because the city has a strong sense of community and brand loyalty.