Showorks Inc. created the wintry atmosphere with falling snow, ice bars, ice sculptures, and cubed high-top tables resembling blocks of ice. The company used cool tones of blue, white, and silver in the floral centerpieces. Attendees entered on a white carpet, which represented ice. After sunset, designers used blue lighting to illuminate the pool area, with images of white snowflakes projected onto the deck.
Radio partner 97x WSUN-FM promoted the party on-air during the preceding weeks, but kept the location secret. DJs held a contest for listeners to guess the location and win an invitation to the private party. MillerCoors also donated a dollar to a local charity for each correct guess. The night before the event, Atlas Specialty Lighting revealed the location by illuminating the side of the 12-story hotel with a huge image of Coors Light's new packaging.
In keeping with the icy theme, MillerCoors also raffled a trip for one attendee and a guest to ice hotel Hotel de Glace in Quebec.
