To celebrate the release of its 28th annual "Inc. 500" list, Inc. magazine brought 1,700 business leaders to the Gaylord National Resort & Convention Center, September 23 to 25, for the Inc. 500/5000 Conference and Awards Ceremony. Recently expanded to recognize the nation's 5,000 fastest growing companies—not just 500—the Mansueto Ventures-owned publication's aptly named event included a casual "crab fest" and a gala awards presentation.
The flagship event is an important branding moment for Inc., which sees the conference as not just a chance to promote its signature issue but also as an opportunity to enhance brand awareness among some of its most desirable readers. "The goal that we've been trying to achieve is to have more cohesive brand representation," said Mansueto Ventures events director Courtney Waters, who worked with Anne Frey-Mott and Elizabeth Busch of New York-based the Event Studio to plan the conference. "We worked really hard to have everything from the magazine, the [Web] site, and the conference have the same look and feel."
For the magazine, which aims to cover small business from a younger, edgier perspective than some of its rivals, this meant the event needed to have the right mix of marquee business events and fun interludes. Sessions with speakers such as U.S. Secretary of Commerce Gary Locke and Black Entertainment Television founder Robert Johnson were mixed in with a golf tournament and Washington sightseeing.
The 28-year-old event has been held in the Washington region for the last five years, and this was its second outing at Gaylord. The record 1,700 attendees were able to take greater advantage of the complex's resources and venues this year. "It opened last year and so much was under construction," said Waters. All of the facilities that opened in the past year allowed Inc. to attempt a wider variety of events.
One new addition was the crab fest, catered by Windows Catering Company at National Harbor's piers. Decor was decidedly down-home Maryland, with picnic tables and mallets on one pier and a country fair theme with fried chicken, pie, and entertainment from the band Interlude, who played cover tunes from artists such as Bob Marley and the Beach Boys, on the other. About 1,200 attendeess made it to the party.
On Friday evening, 300 guests got back into business mode for the black-tie gala, which was held in the Potomac Ballroom and honored companies on this year's list with a champagne reception and four-course dinner.
