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The Secret I Learned Growing Up in Restaurants EVENT MAGIC YOU CAN TASTE
I grew up in restaurants — literally. My father owned a steakhouse and a pizza parlor on the Upper West Side of New York City. They were right next door to each other, and my crib sat in the hallway between them.
Dad ran between his Electrical Contracting business and opening and closing the restaurants while Mom managed the day to day operations and worked the register at the pizza joint. Between customers, she scurried into the hall to rock me. Some of my first memories are of the smell of melted cheese and the sizzle of ribeyes on the grill. By the time I was 7 or 8 years old, you could find me at the register right next to my mom, handing over slices and counting out change for customers with my small hands. Growing up in restaurants taught me that food is truly the centerpiece of any gathering. How do we make people feel comfortable? We invite them for a meal! The dishes on the table are the warmth that breaks the ice with strangers and the glue that brings families together for the holidays.
Through food, we can give someone the gift of comfort, communicate love, and share our stories. Considering those properties, it’s no surprise that food is an essential piece of almost every event we create here at Eventique. It’s a tool we can use to tell a brand’s story, pique a guest’s curiosity and wonder, and invite them to let their guard down and become part of the experience. When you place a salty bite of caviar on your tongue or sip a perfectly balanced
cocktail, you leave the life of an observer behind and become a participant. Suddenly, you’re excited, invested, and satisfied — exactly where we want you.
There are a thousand ways to capitalize on the power of food, and we’ve explored hundreds of them over the years. (You can read about a few of the food- focused experiences our team has created for clients on Page 4.) However, as much as
Pinch Food Design
CHATTER the box
A Quick Word From Our Clients
“Whenever I partner with Eventique, I know we’re going to have a perfect production. We truly become one cohesive team on behalf of our client. Nothing is impossible. Everything is possible. They pay attention to every little detail and I cherish our partnership.” —Marty Jenoff, Focal Point Productions Inc. “Thank you so much to the Eventique team! The team was brilliant. We truly appreciate the care and attention they put into everything. Thank you again!” — Natasha, UNGEI “I thought to produce a successful event with 14 days notice, in NYC, with 200 VIPs and officials, during the UN General Assembly week is not doable. Doable! If EVENTIQUE is producing it! Highly professional and friendly! Dream team we had a pleasure working with! Many many thanks!” —Anatoliy Tushchenko, S*EVENT
I’m enamored by the showmanship of a billowing smoked cocktail or the enticement of an exquisitely plated piece of rare wagyu with mushroom risotto, my favorite food experiences are the ones that push the envelope. Once, our team masterminded a corporate event with the theme “Dream, Dare, Deliver.” It was part of a conference meant to encourage our client’s team to be bold and break barriers as they brainstormed new business strategies. For the closing reception, we planned a night of over-the-top, circus-meets-“Survivor”-style experiences. Attendees watched as a performer strapped their partner to an oversized wheel, gave the wheel a spin, and let loose a barrage of axes. They whistled through the air, embedding themselves in the wood and barely missing her body. The next performer reclined on a bed of nails and invited an employee from the audience to break a cement block over his chest. The food was as bold and daring as the entertainment. Instead of bar nuts, guests snacked on flavored crickets alongside their drinks. On stage, they competed by eating scorpions and chasing them with tequila shots. The atmosphere was electric! Every employee left that night feeling fired up, unstoppable, and 100% alive. Ultimately, eating isn’t just about survival. It’s about celebration, connection, and experiencing something new and exciting or comforting and familiar. Through food, my team and I can elevate an experience and create an unforgettable culinary moment — all you have to do is give us the opportunity to welcome you into our world.
- Liron David Founder and Executive Producer
BRANDING GOOD ENOUGH TO EAT Eventique Creates Edible Art for Corporate Events
Case Study
Imagine you’re attending a gala for your favorite charity. You stroll up to the bar and order the event’s signature martini, taking a moment to listen to a musician crooning into the microphone. When the bartender hands over your glass and you raise it to take a sip, you can’t help but stop and stare. The charity’s logo is floating — as if by magic — right on the surface of the cocktail! What would you do at that moment? Would you take a drink, or carry the glass carefully back to your table to wow your date with your prize? Sipping Branded Cocktails With Spotify When Eventique pulled this trick for a Spotify event, the logoed drinks were the toast of the night — literally. Spotify’s guests quaffed the edible logos, showed them off, and went back for seconds. It was a powerful reminder of the brand integrated seamlessly into the festivities. This cocktail creativity was just one example of how Eventique’s team has used food to promote a brand’s message. “We really do strive to make a correlation between the food and the brand, its origins, and its history,” explains Eventique Vice President of Creative and Strategy Eric Wielander. “If we’re highlighting a product, for example, and that product is made with natural ingredients, then we try to engrain those ingredients into the event’s food and beverage program.”
A Taste of Argentina for Globant
At a recent corporate dinner Eventique designed for the Argentina-based company Globant, the brand’s roots shone through a menu of traditional Argentine food and wine. World- renowned celebrity chef Francis Mallmann (whom you may remember from Netflix’s “Chef’s Table”) put on a show, slow- cooking cuts of meat over dramatic open fire pits. In all, 70 guests — including former ambassadors from the U.S. and Argentina — made the pilgrimage to a private home in Westchester County, New York, for the meal. They raised glasses
of Argentinian wine to Globant while sampling some of the world’s best empanadas and fire-roasted filets. Each bite offered a taste of the brand’s history. Meridian Capital Group Demands Culinary Creativity Eventique’s team has a talent for matching a brand with the perfect celebrity chef or caterer, but they’ve also brainstormed and executed more complex food-themed events. In 2019, Eventique designed a one-of-a-kind luncheon experience for Meridian Capital Group’s ICSC conference in Las Vegas. “We came up with a concept called ‘Meridian Hall’ which entailed looking at every market where Meridian has a major presence — think New York, Miami, Chicago, and Los Angeles,” Eric says. “Then we worked closely with a chef partner to develop a food theme where we paired up different signature dishes and compared them across various food stations.” The 14,000-square-foot ballroom welcomed 700 guests who wandered from station to station. At the “Dog Park” display they dug into New York- and Chicago-style hot dogs under a ballpark stadium facade. At a fabricated taco truck they compared Los Angeles- and Miami-style street tacos. They tasted tropical fruit at a cart inspired by Los Angeles fruit vendors, and loaded up plates of meat at “The Capital Carver.” “We wanted to create a communal food hall experience with a multitude of stations serving different foods, from poke to sweets to a salad station, a carving station, fun, simple stuff like hot dogs and tacos,” Eric says. An Unforgettable, Edible Anniversary Three years later, Eventique reprised its role at Meridian Capital Group’s ICSC 2022 event. This time, they tackled the theme of
food trends. The stations reflected on 30 years of food history for Meridian’s 30th anniversary, ranging from Chinese chicken salad, sliders, and cronuts, to Chick-fil-A inspired “Meridachick” chicken sandwiches. Food emojis crafted from sustainable balloons floated over the space. “The pièce de résistance was what we called MerEATian. We created a “Jeopardy”-style trivia wall. Guests could walk up and see if they could name a variety of trendy ingredients like quinoa. They wrote their answers Jeopardy-style, and when they opened a box they got a piece of the food in question, whether it was a sip of matcha, a bite of acai, or a macaron,” Eric says. Eventique Founder Liron David explains, “When we’re planning an event, we’re always thinking about the storyline. That story doesn’t just influence what happens on the screen or the stage — it’s completely infused in all aspects of the event, and food is one of those major elements. Around food, people let their guards down. They’re not just an audience member, they’re actually part of the experience.” By Epicures, for Epicures Both Liron and Eric grew up in the back rooms of New York City restaurants. Not only are they passionate about incorporating food into Eventique’s events, but they’re also always on the hunt for fresh local flavors. When Eventique’s production team travels to host an out-of-state event, they seek out local restaurants and watering holes. A recent booze-infused visit to Beaver’s Pub in Bay City, Michigan, was a pleasure for the whole crew. On site, the team keeps its Hospitality Table well stocked during setup and teardown. They may be serving caviar to guests, but in back rooms they’re likely munching on beef jerky, energy bars, and Sour Patch Kids — whatever it takes to keep the party going.
Event Planner to the Stars EVENTIQUE’S DIANA CRISCI PRODUCES FOR PRESIDENTS, CELEBRITIES, AND CEOS
When Diana Crisci was a 20-year-old premed student at New York University, she sat her father down to break the news about her future. “I said, ‘Dad, I don’t want to be a doctor — get over it!’” Diana remembers, “He tried to negotiate and get me to go to law school, but I said no to that too.” Instead, Diana chose a different path. She landed a job as a part- time weekend bookkeeper while continuing her studies at NYU. The job was with her favorite restaurant, The Chart House, right on the Hudson River in Westchester County. She eventually convinced the general manager to host their first wedding. It was her first foray into event planning. At the time, she had no idea she’d soon be a national name, producing events for clients like Bill Clinton, George H.W. Bush, New York sports teams (including the Devils, Rangers, Jets, Giants, and Nets), Disney, nonprofits like the American Cancer Society, Make-A-Wish, American Red Cross, and even a nonprofit she “accidentally” created for Children’s Cancer Research — but she did have big dreams. “There was a show running on TV called ‘Hotel,’ and I loved the glitz and glamor of it,” she remembers. “I decided I wanted to work for a hotel, and eventually I did! I left Chart House and went to work for Hilton Hotels. That’s how I started my career in catering and events.” Today, Diana is a seasoned event producer with more than 25 years in hospitality, operations, and off-premise events under her belt. When she met Eventique founder Liron David, she was senior vice president of a catering company and he was an up-and-coming NYC event producer. They partnered on Eventique’s very first corporate event — and the rest, as they say, is history. Since 2014, Diana has served as Eventique’s Director of Events + Catering, bringing her experience and gravitas to bear for celebrity clients across the country. Over the years, she has worked with dozens of iconic musicians, chefs, actors, athletes, and politicians and accrued hundreds of stories, including this one from a Professional Golfers’ Association tournament she once planned. “No. 43, President George H.W. Bush, was the keynote speaker for that year’s host committee gala. I can still remember waiting for H.W.
to arrive with Secret Service and hearing, ‘The Eagle has landed’ when his car arrived on site,” she says. “That was a pretty cool moment!” She’ll also never forget Tony Bennett’s 85th birthday celebration, a concert at The Metropolitan Opera House followed by dinner in The Tent at Lincoln Center. “Tony performed duets with Aretha Franklin on stage at the Opera House, and of course brought the house down! But dinner only included one performer and an MC, plus hundreds of celebrities, including Robert De Niro, Al Pacino, Richard Gere, and Whoopi Goldberg to name a few. The MC was Alec Baldwin, who opted to take that job instead of attending the Emmys — which he won that evening for ‘30 Rock.’ The dinner performer was none other than Sir Elton John! And yes, we served lasagna as the main course. I was working for Restaurant Associates at the time, and they used Tony’s mother’s recipe, of course, and got two thumbs up from culinary icons Martha Stewart and Lidia Bastianich,” Diana recalls. Some events are more than celebrations — they carry far greater meaning and impact. Earlier this fall Diana, her colleague Stefano Genova, and Eventique led the charge in producing one such moment: The launch event for the First Lady of Ukraine’s Olena Zelenska Foundation at the Metropolitan Opera House. It was a herculean effort, but the team pulled it off in just a week’s time, all while navigating the United Nations General Assembly. It was another star-studded evening. A host of celebrities attended for one reason: to support Ukraine. Over the years, Diana has presented dessert to Julia Child and served drinks to Arnold Palmer. Just recently, she also led the team in producing the Thurgood Marshall College Fund 35th Anniversary Awards Gala. “For the grand finale of this incredible event, the legendary Patti LaBelle took the stage. The green room was stocked with beverages and food, but there was no nibbling for Miss Patti. That’s how she stays so gorgeous.
JUST WRAPPED
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. SEPHORiA 2022 — Following a successful SEPHORiA 2021 virtual event, the iconic beauty brand Sephora called Eventique back this fall for SEPHORiA 2022! Clients and influencers returned to the virtual House of Beauty to play games, shop exclusive products, interact with beauty icons, and access a first-of- its-kind NFT. Paying guests also enjoyed real-world “House of Beauty Experience Kits” featuring full-sized products, travel-sized products, and samples, which added another dimension to the popular event. Olena Zelenska Foundation Launch — This fall, Eventique produced the launch of the Olena Zelenska Foundation, a new charity created by the first lady of Ukraine. The event at the Metropolitan Opera House featured performances by Ukrainian artists and was a highlight of the 77th United Nations General Assembly. First Lady Olena Zelenska spoke at the event, attending along with former U.S. Secretary of State Hillary Rodham Clinton, actors Matt Damon and Jimmy Fallon, and a host of other celebrities and politicians. Thurgood Marshall College Fund 35th Anniversary Awards Gala — Eventique designed this black tie cocktail reception, dinner, and awards ceremony for an audience of more than 1,600 students, government officials, business leaders, and celebrities. Highlights of the night at the New York Marriott Marquis included performances by Yolanda Adams, Tamia, and superstar vocalist Patti LaBelle. Events for Sephora, the First Lady of Ukraine, and More!
No question — the lady’s still got it. She brought the entire audience to their feet dancing in the aisles” Diana says. The last 25-plus years have been a whirlwind of success, but Diana isn’t slowing down any time soon — she’s having too much fun. She says “working with our incredible team at Eventique keeps her energized.” “I cannot imagine in a million years another career where I would have had the honor of meeting the people I’ve met,” she says. “I’m not an actor and I can’t even sing ‘Happy Birthday,’ but I’ve had the honor to produce events for former presidents, so many politicians from different walks of life, actors, performers, iconic CEOs … It’s such a privilege, and I still get excited before every major event and program. I can’t imagine doing anything else.” Diana at a Glance Favorite Musician: Billy Joel Go-to TV Channels: CNN and ABC Favorite Restaurant: Marea in New York City No. 1 Hobby: Golf Top Travel Destination: Amalfi, Italy Favorite Movie: “Casino”
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4 2 Inside
A Secret From Liron’s Food-Filled Childhood
Share Your Brand Message Through Food
6 7
Meet Diana, Event Planner to the Stars
Our Monthly Event Rundown
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