Tantalizing Tent-ations Provide Art in Motion!

CHALLENGE: A Fortune 500 company engaged the ACCESS team to provide destination management services for their 250 person education and recognition conference to be held at a coastal Orange County resort in an area well-known for its art community. With the primary focus on the two consecutive evening events, it was imperative that the events appeal to a sophisticated, well-traveled audience; be visually dynamic incorporating hi-tech and unusual components; evoke the WOW factor and capture the spirit of the destination. When it became apparent that both evenings needed to be held in one tent, with a mere 24 hours separating them, these program objectives took on a whole new meaning with a wide array of challenges including overlapping event set-up and strike and budgetary limitations due to the cost of tenting.

SOLUTION: Event production plans were quickly set into motion by the team to develop two distinctly different themes, a gala and a casual celebration, with subtle California styling for each, both capitalizing on the blank canvas potential only a tent can offer up so naturally and so perfectly. Upscale and artistic "Art in Motion" contrasted nicely with the second night's cool-toned "California Coastal." With set-up time limitations, incorporating lighting as decor was the key. Muslin scrim draped the tent walls and each night received a different artistic treatment with skillful lighting techniques and accent decor. Not only did the "artwork" change between the two evenings, but subtle transformations took place within the two events as well. Creative lighting catapulted both themes beyond linear visual into experiential events. Changing images, individually selected, enhanced the environment and lured guests into each theme.

Upscale "Art in Motion" featured neutral linens to absorb the jewel-toned lighting, art glass vases with unique florals, and oversized vibrantly-hued silk lanterns. With no separate space available, the reception was distinguished from the dining area by a textural, shimmering transition drape mounted with a theatrical pulley system allowing for a full reveal at the appointed time, signaled by a solo bagpiper. The showcase "surround" experience of unique artwork projection began. Soft brushstroke watercolor projections, some artwork representations, others an explosion of vivid floral images, slowly diffused from one image to the next as the 5 courses were served. The unique and sophisticated sounds of guitar, viola, the "Chapman stick" and "Drumcussion" provided appropriate music for the theme. The second and more casual tented event was "California Coastal" with its cool color palette of oceanic turquoise, shades of blue and seaside imagery. This provided a nice contrast with the rich wood and leather sported by the comfy contemporary furniture "pods", inviting guests to "hang out" all night or dance to rock tunes in this ultra cool lounge environment.

Not only were the art glass vases, ceiling lanterns and scrim surround re-used and re-purposed, but all of the equipment was already in place for the second night's event allowing for a consolidated set up thereby reducing the costs. As an established local destination management company, our experience with area vendors' capabilities and inventory allowed us to smartly consolidate components, minimize trucking, and carefully choreograph a production schedule that produced the wow factor for guests. Rounding out the conference experience was the activity and tour program which balanced artistic and cultural offerings with nature and water-oriented activities, complementing the themes of both evenings and the overall conference.

A Night on the Set!

CHALLENGE: A leader in the communications field challenged our team to design and produce an interactive welcome experience for their annual rewards and recognition program that would fully complement the overall promotional campaign theme, “Take Action, Be a Star”, to reward top performers and to reinforce superior service delivery with a full Star Power experience that can only be had in star-studded Hollywood. Additional requirements included playing up the full Hollywood experience, creating marketing potential for the event sponsor, producing an event with universal age appeal, and setting the stage for a week-long Star Power conference culminating in a gala “Stars are out Tonight” extravaganza.

SOLUTION: With those goals in mind, “A Night on the Set” was born where guests would be pampered just like Hollywood celebs as they prep for the movie cameras and press appearances. The look we created this evening was both contemporary and traditional to appeal to the age demographics of the audience. Traditional décor components included vignettes that would naturally appear “on the set” including directors’ chairs and movie cameras – a look that continued on the buffets with movie clapboards, movie lights and cameras, directors’ bullhorns and other themed décor. A contemporary, edgy look at the entrance and as table treatments added interesting contrast. Rather than the traditional “red carpet”, we took an innovative branding approach by incorporating the client company’s signature hot pink color scheme into the décor with a hip hot pink entrance carpet, a customized truss-mounted hot pink and black welcome arch, washed with radiant hot pink lighting. Cocktail tables, dining tables and booths in a black and hot pink color scheme were topped with centerpieces fashioned from celluloid film reels, miniature movie cameras, stars and florals. Theatrical lighting, primarily hot pink, throughout the interior complemented our color scheme.

An abundance of related activities kept guests busy all evening, including: Make-Up with well-lit mirrors to aid the make-up artists who applied cosmetics and “enhancements” such as false eyelashes and sideburns; Wardrobe where attendees showcased their individuality in their sunglasses, boas, hats, jewelry and glam gloves; Magazine Cover Photo Shoot where a green screen replicated a magazine cover shoot and photos were printed in minutes; and Casting Call where each winner created novelty Hollywood handprints on display all week and shipped home. We premiered this innovative option at this event. The “commissary” was open all night with food and drinks for our stars. Straight from the set to mingle with our guests were Superman, Spiderman, Chewbacca, Darth Vader and R2D2 – great for photo opportunities! Guests enjoyed a private concert by a big name entertainer the client provided and we supplied a high energy DJ for multi-generational music.

To fulfill the sponsorship marketing and branding requirements, the name and logo of the event sponsor as well as the client name/logo were incorporated throughout the event in everything from signage to cocktail napkins to the Hollywood handprint guest activity which required specially imprinted buttons to be embedded within the cement.

“A Night on the Set” was an energizing interactive opener, setting the stage for the entire weeklong star experience. This evening exemplified what it feels like to arrive in Hollywood and become a star. With make-up on, wardrobe selected, and cameras flashing, our winners were ready to advance to the next stage of the overall “Star Power” conference theme experience!

"You made me look like a hero to this client."

Sales Training Manager
Cephalon

"We really do want to package you up and take you everywhere with us!"

Meeting Planner
Creative Services and Event Planning
AXA Equitable