The weekend came early for guests at The Wall Street Journal's launch of its Weekend Edition at Tribute. Inspired by the newspaper's ad campaign—with its "Have a Brilliant Weekend" slogan—the events team worked with Jack Morton Worldwide to create a summer-at-the-beach—or summer-in-the-Hamptons, for some of its readers, certainly—theme.
"We wanted to show that Weekend Edition will demonstrate a different, more relaxed side of The Journal," said Judy Barry, the newspaper’s senior vice president of sales and marketing. "We created a series of environments for our guests to discover as they made their way through the space, journeying from a Friday night bar to a Saturday afternoon barbecue to a Saturday night dance party to a relaxing Sunday afternoon at the beach."
The event's floorplan followed that chronology. As the 400 guests arrived, they headed into a cocktail lounge modestly designated the "Greatest Happy Hour Ever," according to a sign from the Manhattan Neon Sign Corporation hung over the bar. As music from a baby grand filled the room, guests were offered Gourmet Gal's hors d’oeuvres, including corn, zucchini, cheddar, and Monterey Jack quesadillas and shrimp, pork, and shiitake mushroom spring rolls served with a mint and cilantro dipping sauce.
A long hallway led to the Saturday barbecue vignette, where Astroturf covered the floor, a neon sun hung high in the corner, and the sounds of birds chirping came from overhead. Guests could grab a drink from barrels filled with ice and beer, or putt at a virtual golf setup. Because open flames aren't permitted at Tribute, Gourmet Gal compromised with electric stovetops atop of a sheet of Lucite supported by a semicircle of small black Weber grills. The waitstaff cooked and served mini burgers, pigs in a blanket, and boneless chicken wings from grill pans. The barbecue area opened up into a Saturday-night club, where the "Brilliantini," a mix of citrus vodka and .phpberry liquor, was served.
Finally, a left turn revealed a Sunday beach party. Wooden patio tables and lounge chairs were set up around the room, and a bar featured beachy drinks like margaritas and piña coladas. Hors d’oeuvres, such as “Plantain Surf Boards” (plantains shaped like surfboards, with cayenne salt, jumbo lump crab, and diced farmer’s apples), also reflected the relaxed setting. The event planners decided they didn’t want the weekend to end there, though: similar events will be held in 11 more major cities throughout the fall.
—Jennifer Hoppe
Related Stories
The Times Brings Big Shots to Jazz Space
CNN's Late-Night D.C. Dance Party
"We wanted to show that Weekend Edition will demonstrate a different, more relaxed side of The Journal," said Judy Barry, the newspaper’s senior vice president of sales and marketing. "We created a series of environments for our guests to discover as they made their way through the space, journeying from a Friday night bar to a Saturday afternoon barbecue to a Saturday night dance party to a relaxing Sunday afternoon at the beach."
The event's floorplan followed that chronology. As the 400 guests arrived, they headed into a cocktail lounge modestly designated the "Greatest Happy Hour Ever," according to a sign from the Manhattan Neon Sign Corporation hung over the bar. As music from a baby grand filled the room, guests were offered Gourmet Gal's hors d’oeuvres, including corn, zucchini, cheddar, and Monterey Jack quesadillas and shrimp, pork, and shiitake mushroom spring rolls served with a mint and cilantro dipping sauce.
A long hallway led to the Saturday barbecue vignette, where Astroturf covered the floor, a neon sun hung high in the corner, and the sounds of birds chirping came from overhead. Guests could grab a drink from barrels filled with ice and beer, or putt at a virtual golf setup. Because open flames aren't permitted at Tribute, Gourmet Gal compromised with electric stovetops atop of a sheet of Lucite supported by a semicircle of small black Weber grills. The waitstaff cooked and served mini burgers, pigs in a blanket, and boneless chicken wings from grill pans. The barbecue area opened up into a Saturday-night club, where the "Brilliantini," a mix of citrus vodka and .phpberry liquor, was served.
Finally, a left turn revealed a Sunday beach party. Wooden patio tables and lounge chairs were set up around the room, and a bar featured beachy drinks like margaritas and piña coladas. Hors d’oeuvres, such as “Plantain Surf Boards” (plantains shaped like surfboards, with cayenne salt, jumbo lump crab, and diced farmer’s apples), also reflected the relaxed setting. The event planners decided they didn’t want the weekend to end there, though: similar events will be held in 11 more major cities throughout the fall.
—Jennifer Hoppe
Related Stories
The Times Brings Big Shots to Jazz Space
CNN's Late-Night D.C. Dance Party
A sign from the Manhattan Neon Sign Corporation modestly designated the launch party for The Wall Street Journal's Weekend Edition the "Greatest Happy Hour Ever."
Because open flames aren't permitted at Tribute, caterer Gourmet Gal compromised by placing electric stovetops atop of a sheet of Lucite supported by a semicircle of small Weber grills.
Wooden patio tables and lounge chairs were placed around the room to mimic a Sunday afternoon at the beach.
Guests could browse vacation destinations from CD-ROMs on laptops in the Saturday afternoon barbecue area.
