"Eat Fresh" is Subway's well-known tagline. So when the sandwich company hosted a gala on the last night of its annual convention in July, planners went for a "fresh buzz" vibe. Joel Whitten, the Connecticut-based meetings and event manager at Subway Franchise World Headquarters, tapped destination management company In the Loop-Chicago to produce the happening, which drew some 3,500 guests to the Skyline ballroom at McCormick Place.
How does one bring a fresh, energizing atmosphere to a convention center ballroom? In the Loop built three thematic pavilions—the Clubway, the Parkway, and Subway Stadium—to evoke, respectively, an energetic dance party, a whimsical park, and a sports stadium. Then, producers called in the cheerleaders, break dancers, ballerinas, and—oh, yes—human pinwheels and butterflies on roller blades.
Throughout the evening, activities and entertainment took place in all three pavilions. In the Clubway, fake paparazzi snapped photos of guests and the ballerina and the break dancer went head-to-head in a staged dance-off.
Runway fashion shows, called "Project Subway," showcased models in garb made out of the company's packaging materials. An M.C. provided tongue-in-cheek commentary. "This next creation," he said, "uses all recycled material and is inspired by the foot-long chicken breast sandwich, on wheat, with extra Southwest sauce. Very spicy."
In the Parkway, mimes, jugglers, and a rollerskating butterfly circulated while a cellist played classical music and three chalk artists drew colorful patterns on a fake sidewalk. Meanwhile, outside the Subway Stadium, cheerleaders chanted "Go subs, go." Inside the sporty space, which was stocked with foosball tables and arcade games, acrobats and double-dutch jump ropers performed.
