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How I Add ‘The Glitter’ of Spectacle The Event That Broke a World Record
Agassi Foundation and the Boys & Girls Clubs of America for kids without the means to buy their own school supplies. The wheels were in motion. To prepare for the conference, my team ordered palettes of notebooks, calculators, pencils, pens, and other essentials. We bought more than 1,000 backpacks in a rainbow of colors, then flew to Las Vegas to prepare for the spectacle. The event went exactly as we hoped. It was a bright, sunny day and we gathered all 500 RB employees outside on the blacktop as the hour approached. Then, we hit the timer! They went into a charitable frenzy while our team of coaches looked on, keeping things organized and making sure all 1,512 backpacks were filled properly by the end of the countdown. The RB team needed to stuff each backpack with at least five different school supplies and zip them all shut by the end of the hour. They were well prepared, ready to execute — and they rose to the challenge! The energy on that blacktop when the record broke was incredible. Excitement and pride poured out while the team arranged the backpacks into a massive “RB.” The drone shot we took of their work — surrounded by beaming people — was the highlight of the entire sales and marketing conference.
In 2018, my team and I planned an event in Las Vegas that made the Guinness Book of World Records. It all started when our client — the consumer goods company Reckitt Benckiser (RB) — asked us for help with their annual sales and marketing conference. RB had a big ask. They wanted to inspire their sales and marketing teams to go out and break every sales record the company had. They sat down with us and said, “How can we unite 500 employees from around the country and make sure they leave our conference driven by our purpose?” We came up with a brilliant idea: What better way to inspire the team to break records than by helping them actually break one from the record book during the conference ? RB loved the concept. We quickly kicked off a quest to find the perfect record to break. RB is a purpose-driven company, so we knew the record had to be meaningful. We also wanted it to add value to the community where the event took place. After a lot of brainstorming with the Guinness World Records in-house creative agency, The Records Lab, we had it: We would bring the sales and marketing teams together to break the record for “most backpacks stuffed with school supplies in one hour.” Then, we’d donate the backpacks to the local Andre
CHATTER the box
That final scene was what my team and I call “the glitter”: a magical moment that can’t be duplicated and makes an event truly memorable. Here at Eventique, we try to add these elements of spectacle to every event we execute. Each immersive and emotional moment looks different. The glitter might be a laser light show, an incredible dance performance, or a mind-blowingly realistic hologram. Adding this “wow” factor is an art that’s more complicated than most people think. To create a fantastic spectacle, you have to … 1. Understand who your audience is, and what drives and inspires them. A great idea is only as good as the impact it has on its audience. The attendees of the event have to appreciate the concept for it to make a lasting impression. 2. Keep your budget and logistical options in mind. My team and I won’t suggest a confetti drop that costs more in cleanup fees than our client is willing to consider, or book a pyrotechnic display at a venue where we’re not allowed to have an open flame. These are common-sense considerations that a lot of event companies miss. 3. Ensure the spectacle is a seamless part of the story being told. A spectacle can’t exist separately from the event’s goal and theme. It has to make sense with the rest of the client’s message and agenda, just like the RB backpack record. 4. Build meaning into the moment. A good spectacle isn’t just eye-catching: It’s meaningful and inspiring, too. If RB hadn’t donated its backpacks to kids in need, breaking the record wouldn’t have been as motivating or heartwarming. 5. Plan the reveal strategically. Should the audience be surprised by the spectacle? Or should we tease it and prepare them to ramp up the excitement? These are questions my team always asks during the planning process. A well-executed spectacle provides more than just a “wow” factor. It leads the audience through the first step of a journey the brand wants them to continue. Consider a classic Fourth of July party. Fireworks add literal glitter to the holiday, but they aren’t just fireworks — they represent the blazing muskets our forefathers used to win our country’s independence and inspire the patriotism that keeps America surging forward. The more you think about it, the smarter it becomes! If you still want more “wow” factor, turn the page to read about some of my favorite spectacles our team has produced over the years.
A Quick Word From Our Clients
“Going into a second year of fully virtual events, we knew we needed to step up our game to keep our audiences engaged. Taking on two of our largest events of the year, Eventique brought just the right combination of creativity and attention to detail we needed to do just that. This quote from one of our conference attendees sums Eventique’s contribution to these events perfectly: I was blown away by the connection and community we were able to create within the virtual space.” — Jennifer London (she/her) Events Director Seramount, part of EAB “We worked closely with the Eventique team on a 4,000-person event, and they handled everything you could imagine: from the location and overall aesthetic to the creation of larger-than-life bespoke digital structures. Their creativity, operations, and strategy are top- notch. It was our first event, but their constant communication, detailed renderings, and willingness to support us with just about anything gave us full confidence along the way. The event itself was beautiful and flawlessly executed. The team — especially Eric, Liron, and Chris — has my highest recommendation, and I’m looking forward to the next event.” — Brooke Walter Head of Operations CyberBrokers (Formerly with Metapurse)
- Liron David Founder and Executive Producer
Case Study
UNFORGETTABLE EVENT MOMENTS Eventique Brings the ‘Wow’ Factor
I magine you’re driving to work one day in the gridlock of New York City traffic when you see it: A movie theater screen-sized projection of a book cover splashed across the side of the New York Public Library building. It’s being beamed from a van crawling past the gray stone facade even more slowly than you are. Within a few minutes, the image winks out and disappears.
strategically planned, inspiring, and a seamless part of the story being told. As he put it elsewhere in this newsletter, “A well- executed spectacle provides more than just a ‘wow’ factor. It leads the audience through the first step of a journey the brand wants them to continue.”
Eric explains that this approach is more important now than ever.
“We have content thrown in our faces constantly by social media and television, so it’s always a challenge to make a memorable impression with an attendee at an event. Sometimes you can achieve that through a really powerful story. Other times, it takes a larger-than-life moment at the event to bring out a ‘wow’ factor.
Would you remember the cover art?
What about the name of the book?
And more importantly, would you tell your coworkers about it when you got to the office? Those are the questions Eventique’s event coordinators were asking when they planned this guerilla marketing tactic to promote the work of an up-and-coming author. The van patrolled up and down the city beaming the book cover onto iconic buildings. It was an eye-catching sight — and created much more buzz than a press release. Eventique is known for this type of well-thought-out spectacle — what Liron David and his team call “the glitter” that makes their events shine. “When you’re planning an event, ‘Go big or go home’ can be a relevant statement. You have to make an impression. When we’re given a challenging environment, Eventique loves to embrace those challenges and figure out a way to make an impact,” says Eventique VP of Creative and Strategy Eric Wielander.
To Liron, a successful spectacle is more than a simple confetti explosion or a one-off fire eater. It has to be meaningful,
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… The venue itself can also be the spectacle. We’ve produced several events on the floating Intrepid Sea, Air & Space Museum, which has a big wow factor. We’ve also produced events in big arenas and stadiums like the Prudential Center in Newark, New Jersey; the MetLife Stadium in Rutherford, New Jersey; and the Levi’s Stadium in Santa Clara, California.” Over the years, Eventique has brought “the glitter” to events in dozens of different ways. Here are just a few of the team’s favorites. 1. For the UNICEF World Children’s Day 30th Anniversary celebration in 2019, Eventique developed an original animated short that visualized the 30-year history of the Convention on the Rights of the Child, prominently displayed with larger-than-life projection mapping around the room. 2. For American Standard’s consumer experiential event The Art of Bathing , Eventique placed three life-sized, self- contained showers smack in the middle of New York City’s Times Square. Participants could duck into the showers and use virtual reality headsets to perform “Shower Karaoke” to their favorite songs.
3. For the Optimizely (formerly Episerver) Ascend Conference , Eventique brought in a custom branded dance show, performed in illuminated costumes under black light. It was an inspiring and uplifting production for an audience of 600. 4. For the Reckitt Benckiser Deployment Conference , not only did Eventique spur the RB team to break a Guinness World Record (read more about that on Pg. 2), they also crafted unforgettable entertainment options. Half the group competed on a 15,000-acre custom race course in the Mojave Desert, while the other half embarked on a scavenger hunt on the Vegas strip. 5. For a recent Schroders Town Hall , Eventique used cutting- edge hologram technology to “beam in” the investment company’s CEO from across the country. The live stream display was so incredibly realistic that it fooled several Schroders employees. 6. For Metaverse’s NFT.NYC 2021 Dreamverse event, Eventique stunned attendees by displaying Beeple’s famous NFT art piece “Everydays: The First 5,000 Days” on a giant screen. It towered over a gallery of smaller NFTs, creating a full immersive experience. 7. For WeWork’s Annual Halloween Parties , Eventique always takes the “go big or go home” mantra seriously. The first year they worked together, Eventique’s team produced a “Space Odyssey adventure” theme that brought in attendees dressed in Star Wars character costumes and one-of-a- kind galactic outfits. Other spectacles have included an elaborately designed funhouse; a massive Ouija board; and pillars of fire on stage. Very occasionally, Eventique will conclude an event with a more traditional spectacle: fireworks! At one recent anniversary party, we collaborated with a pyrotechnics expert to craft an explosive display from a dock on the Hudson River. Next time you plan an event, ask yourself, “What is the glitter here?” If you don’t have an answer, it may be time to call in the experts.
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Risking It All for the Client Since 2018 MEET AMELIA FRIEDMAN Senior Project Manager
“I told myself, ‘I’m going to teach myself how to drive this.’ So I climbed onto the lift and started to turn it on. Literally I was turning the key and taking a deep breath to start driving it, Liron walked into the loading dock. He’d just gotten on site, and he was like, ‘Let me do that.’” Amelia says. “I literally did a big sigh of relief and said, ‘Thank God you’re here!’ He drove it, and I guided him through the crazy maze of hallways downstairs and we got it up to the ballroom.” After that, Amelia never assumed a forklift would be dropped off at an event site again! Learning from onsite work like that is one of her favorite parts of the job, along with spending time with her team. They work together so seamlessly that clients often mistake them for family. It’s the result of years of bonding. Amelia came to Eventique in May 2018 fresh off an internship with the famous, old-school event production company Rafanelli Events. After months of working elegant nonprofit galas and deep-pocket weddings, she was tired of steaming linens for 8 hours straight and wanted to try something new. “Eventique offers a different kind of event design,” she says. “It’s hip and cool and all about the best new things out there in technology. That’s why I chose them.” It was a fantastic fit. Four years later Amelia is still thrilled to be living and working in New York City. When she’s not going above and beyond for her clients, you can find her relaxing with her roommates, partying at music festivals, or simply walking the NYC streets in search of the best food her money can buy. “I love walking all over the city. I live in Manhattan, and I’m always down to go for a walk to the complete opposite side and stop along the way to get food. In 2021, I made my Instagram account a food account (@itsmemeals). I’ll travel all over Manhattan just to get a really amazing food picture and eat the meal,” Amelia says. For Amelia, living in the city and managing events like the WorkWave Beyond Service User Conference 2022 have been lifelong dreams. Her ambitions started when she was only 6 or 7. That year, her mom’s poor scheduling made her miss one too many birthday parties — and she
If there’s one thing you should know about Amelia Friedman, it’s this: She’s willing to do almost anything for her clients. Even risk her life. That might sound a bit dramatic, but it’s certainly how Amelia felt in 2019 when she climbed aboard a scissor lift for the very first time. It was 6 a.m. on the load-in day for a two-day conference at Conrad New York, and the Eventique team was in full event preparation mode. “As the production coordinator, my job was to book the vendors, make sure they had the loading dock information, and make sure the schedule was good,” Amelia recalls. “We had to rent a scissor lift from United Rentals — not a big deal, we do it all the time. But I was only six months into the job, and I didn’t know that they wouldn’t bring the lift to the ballroom. They just dropped it off at the loading dock!” Amelia was the only one on her team without a task on her hands. So she decided it was up to her to drive the scissor lift through the maze of narrow hallways and sharp turns between Conrad’s loading dock and the ballroom. The event’s success depended on it.
JUST WRAPPED
3 Recent Events We’re Proud Of
Welcome to “Just Wrapped,” a monthly summary of what our team has been up to. Every year, we plan events like corporate parties, virtual experiences, concerts, and charity galas. This list is just a small peek behind the curtain. Megapont NFT.NYC Party — Members of the NFT membership club Megapont usually meet virtually, but this summer our team brought them together in person for an elevated, jungle-themed party at New York City’s Sony Hall. The celebration took place during NFT.NYC, one of the biggest NFT industry events in the U.S. One Gateway Center and Jewel Box Grand Opening— We worked alongside Onyx Equities and the Besta team to produce and design the grand opening of the new One Gateway Center and Jewel Box space in Newark. To highlight Newark and the Gateway Center, we used historic and creative light boxes, which showcased a few of the many restaurants opening at One Gateway. A plant wall behind the bar highlighted the natural beauty of the center. Many Newark politicians, including the mayor, attended the event along with Gateway tenants and residents of the area. Permanent Mission of Qatar Virtual Autism Event — The State of Qatar is a leader in autism research and awareness, and this summer we executed a high- level meeting to address the issue for the Permanent Mission of Qatar, its United Nations partners, and related organizations in conjunction with Autism Speaks. It was a small virtual event with a big impact!
took over the family calendar. Before long her grandma started calling her “the family secretary.” “In college I was in a sorority and I was vice president of social responsibilities, so I scheduled all of our mixers, parties, and formals, and booking venues and DJs and things like that. It solidified exactly what I wanted to do,” she said. Then and now, Amelia will do whatever it takes to make her clients happy and keep that dream alive.
Amelia at a Glance Favorite Restaurant in the City: Jacob’s Pickles Favorite Takeout: Sushi from Kotobuki Favorite Way to Relax: Eating sushi on the couch Last Concert Seen: Kygo Last Music Festival Attended: Ultra Music Festival in Miami Binge-worthy TV Show: “Shark Tank”
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The Event That Broke a World Record
7 Moments to Remember
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Meet Amelia: Eventique’s Go-Getter
Our Monthly Event Rundown
ADD ‘WOW’ FACTOR TO YOUR HOME EVENT With Help From Event Box For large corporate events, you can rely on Eventique to bring the “wow” factor to your venue — whether it’s in the form of confetti drops, holograms, or mind-blowing stage performances (see Pg. 4 for a longer list). But what if you want to dazzle guests at your next home dinner party or your 6-year-old’s birthday? Do you want a stand-up comedian at your next barbeque? A giant balloon sculpture of the number “80” at your mom’s birthday? A sword swallower at your dinner party?
A popcorn cart or funnel cake stand at your kid’s graduation? Event Box can connect you with all of those vendors and more. On MyEventBox.com you can choose the service you need from a range of options in categories like entertainment, food and beverage, printing and branding, decor, photo and video, venues, rentals, and event services. Event Box can even level up virtual events like cross-country family reunions and Zoom happy hours. If you don’t need a fully designed event but want to add a virtual game show or wine tasting to your get-together at a reasonable price, it’s the perfect place to start.
That’s where Event Box comes in. Created by Eventique founder Liron David, Event Box is a one-stop shop for event planners at every level.
It’s not too late to use Event Box to take your summer parties up a notch and deliver the “wow” factor of a Fourth of July fireworks show. No party is too small. Check out MyEventBox. com to see all of your options!
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