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CHATTER the box
Dad Said,
In the neighborhood, he was what I think of as “the father’s father.” If another dad needed help coaching a basketball or baseball team, he was there. Everyone looked up to him, including the other adults in the community. Like any good son, I grew up mimicking my dad. I wanted to be just like him. But even if I hadn’t, I still would have learned his lessons. He was always telling us,
I’ve Been Living His Last Words Ever Since ‘Be Good to People’
A Quick Word From Our Clients
“Be good to people,” and “Treat everyone with respect.”
“It’s not good enough to do the job that’s expected of you. To do your job well, you have to go above and beyond what’s needed!” I could probably fill a book with the things my dad taught me, but those three lessons more than any others have informed who I am today and the type of company I’ve built.
“Liron and his team at Eventique are the rare professionals who combine brilliant creativity with diligent, detail oriented follow up. They bring ‘out of the box’ ideas and the ability to execute them. Can’t ask for better combination. I highly recommend them.” — Bill D. “Eventique literally saved my event. Very creative and could see 10 steps ahead. I look forward to working with them again soon.” — Ben H.
and sometimes even bringing gifts. The sports fans got game tickets, and the coffee drinkers could count on him for their favorite latte. Everyone looked forward to visits from Rafi the electrician. This kind, equal treatment of everyone wasn’t an accident. Dad purposefully tuned in to what other people wanted and needed, then did what he could to resolve their challenges. By the time I was 18, I’d seen him give away electric work, and when he switched careers to open restaurants, he gave away dozens of meals to people in need. He brought that problem-solving ability home, too. Our family of five lived in a two-bedroom apartment, so there was no such thing as going to your room and closing a door to avoid a problem! If I got into an argument with my brother or sister, I had to address it, and Dad was right there mediating.
When my dad was in the hospital undergoing treatment for brain cancer, one of the last things he told me was, “Liron, I want to leave you with these words: Always be good to people.” It wasn’t the first time he’d told me that. “Be good to people” was one of his mantras, and it was the secret that made him — a 6-foot, 3-inch, dark-skinned, former Special Forces unit commander — seem warm and friendly rather than intimidating. When I was growing up, my dad worked as an electrician. I used to tag along on his jobs, and no matter where we went, it seemed like he was always smiling, embracing someone, and saying hello. This applied whether I was helping him carry electrical equipment through the backdoor of an office building, restaurant, night club, or someone’s home. Dad treated the security guards the same way he treated the CEOs: by shaking hands, asking how their family was doing,
As an event producer and creator, my job is about other people: Who is attending the event? What risks are there to the host? What expectations do my clients and the attendees have that I need to fulfill? My dad’s first two lessons of being good to people and treating them with respect are perfectly aligned with what I do for a living. I don’t think of my clients, partners, and team as a means to a paycheck. Our interactions are about the relationship first and the business deal second. I also want the events Eventique designs to be meaningful, purposeful, and intentional — and that means using my dad’s third lesson. We go above and beyond what it takes to produce a great event and push for an immersive, memorable experience instead. I hope my dad’s story helped show you these aren’t just buzzwords for me. They’re values that guide my life inside and outside the office. It doesn’t matter if my team and I are planning a networking event for Spotify, the closing event of NFT.NYC, or a celebrity’s birthday party. We bring all of our skills to the table, and remember that above all, when it comes to guests and clients alike, it’s important to “be good to people.” Happy Father’s Day, Dad. I miss you, and I hope you’d be proud of what I’ve built. “I could probably fill a book with the things my dad taught me, but those three lessons more than any others have informed who I am today and the type of company I’ve built.”
- Liron David Founder and Executive Producer
Case Study
Is Back! NYC
Eventique Uses Cutting-Edge Tech for Events
“We hope to use NFT technology to create a secondary experience to the primary experience,” says Genova, who sources many of Eventique’s most cutting-edge event technologies (read more about him on Pg. 6). “Imagine we do this event and the first of its kind, a revolutionary event where people 30 years from now are going to be talking about this event and this place. If we sold NFT tickets, we would create a transaction on the Ethereum blockchain that validates the uniqueness and originality of the NFT ticket. Thirty years from now, those tickets might have a crazy value!” Imagine how much an NFT of a Woodstock ticket would be worth today. That’s a little glimpse of the future, and NFT tickets are just one of the options Eventique is exploring related to NFTs, cryptocurrency, and blockchain. Ultimately, the team’s goal is to add value to their clients’ events and help them tap into the rising demand for NFTs. Eventique’s team is looking forward to NFT.NYC 2022, which runs from June 20-23. Visit NFT.NYC.com to see what it’s all about — and remember, if your company is planning an event that lives in the NFT, crypto, or blockchain space, Eventique has the experience to make it unforgettable.
“We tapped into our music concert experiences and treated ‘Everydays’ like a performance; it was designed for a stage, to be simultaneously viewed by thousands of people,” he told BizBash. The result — an oversized rendition of “Everydays” on a giant screen — was an entirely immersive NFT experience. The day- to-night event was a gallery by day and dance party by night. “The most striking piece of this event to me was how we’re moving concerts and shows toward this new era of entertainment. I liked the multidisciplinary aspect of Dreamverse,” said Eventique Senior Production Coordinator Stefano Genova, who put in more than 100 hours of work on the Dreamverse event. “You have music, you have art, and you have technology all merging together into this over-the-top production.” Dreamverse wasn’t the only NFT.NYC 2021-related event Eventique worked on. The company also partnered with the NFT innovation hub House of Kibaa to kick off the launch of a new NFT series. Then, in April 2022, Eventique’s team flew to Miami to help renowned NFT artist Gal Yosef and Eden Art Gallery display NFTs of avatars from Yosef’s “Galyverse” universe. The first “Galyverse” collection included 12,000 eagle avatars. It’s a follow-up to Yosef’s “Crypto Bulls Society” collection of bull avatars, which “sold out immediately upon minting and generated more than $50 million through primary sales and market auctions” according to GlobeNewswire. The Miami event happened in conjunction with Bitcoin 2022. Many event companies have been hesitant to jump into the crypto and NFT space. But not Eventique! This spring, founder Liron David sat on a BizBash panel covering the metaverse, blockchain, and virtual events. Eventique’s team sees applications for the event space far beyond NFT art galleries.
An NFT — or non-fungible token — isn’t technically a physical thing. So, how do you create an event around it? Last year, Eventique tackled that challenge when its team hosted events for NFT.NYC, a three-day conference of artists, tech workers, and industry professionals that CoinBase has called “The Super Bowl of NFTs.” The highlight of NFT.NYC 2021 was Dreamverse, a bash Eventique masterminded for the NFT production studio and crypto fund Metapurse that happened alongside the event.
works that are digitally native. Characteristics like resolution and digital borders are so important when it comes to showcasing NFTs, which were built to be viewed in a specific way,” Metapurse Head of Operations Brooke Walter told BizBash. The star of the gallery was “Everydays: The First 5,000 Days,” a famous NFT by Beeple that Metapurse’s founders previously purchased for $69 million. “Everydays” is a collage of 5,000 digital images, so it couldn’t live on the Dreamverse gallery wall like the smaller works. That spurred Eric Wielander, who produced the event for Eventique, to get creative.
For Dreamverse, Eventique did what many thought impossible: It created an “art gallery” of NFTs in the heart of New York’s Terminal 5. It was a head-turning sight. Screens outlined in lime-green light showcased the digital artwork by 150 artists. They floated along curved “gallery walls” made from more bars of light — this time glowing hot red and icy blue.
Walking through the NFT gallery felt like stepping into a psychedelic work of science fiction.
“The biggest challenge was ensuring that the mediums — specifically the digital screens — didn’t diminish the original
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. Last month was all about Vegas, baby! Our team flew to the gambling capital for the International Council of Shopping Centers’ retail conference, ICSC 2022 Las Vegas, from May 22-24. While we were there, we threw two creative client events that attendees won’t forget. MerEATian — On May 23, Eventique orchestrated MerEATian, a 600-seat brunch event for Meridian Capital Group. The event featured a look back at more than 30 years of food trends, from Chinese chicken salad to kombucha, matcha, quinoa, and plant-based foods. The theme was a hit, and the food was absolutely delicious. The ICSC ReCon Party— It was a pleasure to reprise our planning efforts for Related Urban Management’s ICSC ReCon Party this year. In 2019, we transformed the Nobu Villa at Caesars Palace into a “hall of fame” of Related’s signature properties. Guests loved wandering through the 3D topiary models of the Japanese garden and enjoying food collaborations from Related’s top chef partners including Jose Andres and Thomas Keller. For this year’s event, we once again reconceptualized the versatile space, flipping the room to accommodate a series of simultaneous, high-level, C-Suite meetings during the retail conference. At the Nobu Villa, guests entered a revamped “hall of fame” that used laser-sharp hero images in lightboxes to give the impression they were looking out onto iconic Related locations rather than the Vegas Strip. Attendees also enjoyed cocktails and live entertainment on the outdoor deck. We Checked Vegas Off Our To-Do List
Meet a Berklee Legend!
STEFANO ONCE PLANNED COLLEGE PARTIES Now He Crafts Futuristic Corporate Events
He worked overtime to show Liron just how passionate he was about our work and truly found his niche in the more futuristic side of what we do. Today, Stefano has left the title of intern far behind. He’s a senior production coordinator who helps transform our events from ideas to experiences — and digs deep to find up-and-coming technologies that help our clients realize their most ambitious event goals. One of his recent discoveries was a holographic media device that allowed the investment company Schroders to “beam” their CEO across the country for a town hall event in a 4K life-sized holographic display. The hologram was streamed live and incredibly realistic. “When people saw it they were like, ‘Oh wait, is there a person in that box?’” Stefano recalls. Thanks to this technology, Schroders’ CEO was able to attend the event while staying true to the company’s goal of reducing its carbon footprint by 2030. Stefano has also played a key role incorporating high-tech aspects, like NFTs, into Eventique’s events for NFT.NYC and beyond. (Read more about that on Pg. 4.) “I’m producing very old-school events with a deep understanding of the audio-visual and production side of things, but also always trying to look out for new cutting-edge tech we can implement in creative ways,” Stefano says. Today, Stefano’s home still doubles as an event space, just like it did in his college days. When he isn’t working, he’s busy inviting musicians from around the country to perform at live studio sessions in his basement! “I feel music is really stimulating to my creative process,” he says. Keep an eye on future issues of this publication to see more of Stefano’s creativity at work.
When Stefano Genova moved to the U.S. from Italy in 2015, he had no idea a future in corporate event planning lay before him. He came to America on scholarship to study music — specifically music business and composition. At Berklee College of Music in Boston, he spent his days playing the bass and learning how to represent artists and broker record deals. His destiny seemed clear … until inspiration hit. “I experienced this story of transformation,” Stefano says. “I felt the urge to be in charge of the big picture: not just getting on a stage playing music and calling it a day, but being in charge of the production and every aspect of that interplay between the show and the event. I had this insane idea of basically running a music club out of my apartment in Boston. So, I started this very DIY, not very legal, series of events in my own place!” Stefano went all-in. These weren’t your stereotypical college parties. He strategized the music, visual arts, and even the food he’d serve down to the last crumb. Before long, crowds of 250 Berklee students were cramming into his apartment on weekends to enjoy the most underground club scene in town. “My goal was to create this situation where people forgot where they were and really let creativity flow and humanity flow. There were no boundaries, no prejudices,” Stefano says. Stefano hosted more than 40 of these events during his college years, telling attendees to “Take off their shoes and their prejudice” at the door. Today, there are still rumors about the club that once was, and Stefano is a local legend on the Berklee campus! In 2019, Stefano decided to take his event side-hustle to the next level. He moved to New York City to pursue a career as an event producer and landed an internship at Eventique. In those early days, not even a broken leg could keep him away from an event site!
Stefano at a Glance Musical Inspiration: Bassist Jaco Pastorius Last Movie Seen: “The Power of the Dog” Recently Collaborated With: Grammy-winning pianist Leo Genovese Favorite Recent Documentary: “The Jazz Loft According to W. Eugene Smith” Favorite Way to Relax: Listening to music or dining out with friends Current Personal Project: Getting a motorbike license
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4 2 Inside
4 Words That Power Eventique
Eventique Jumps Into Blockchain
6 7
Meet Local Legend Stefano Genova
Our Monthly Event Rundown
ADD CACHET TO YOUR EVENT With These Cutting-Edge NFT Tips!
According to Jennifer, this is a tactic brands like Coachella and South by Southwest as well as communities like Bored Ape Yacht Club and World of Women use with great success. After the Event: Keep the Hype Going After your event, you can leverage your guests’ digital wallet addresses again to send a POAP (proof of attendance protocol). This NFT is a “digital memento” for a guest to show off. “This process has evolved into communities sending high- value high art POAPS to community members, who can then trade those or redeem them for perks or future access,” Jennifer explains. “POAPS are a key engagement tactic and great entry point for event marketers into Web3.” If you don’t have a developer in-house, Jennifer recommends partnering with a third-party Web3 company to handle NFT marketing. To learn about more ways to use NFTs as part of your event itself, check out the rest of this newsletter. Eventique has already tackled this challenge for companies like Metapurse and House of Kibaa.
NFTs (or non-fungible tokens) are more than just the latest investment craze — they’re also a fantastic tool for marketing events and building a feeling of exclusivity among tech-savvy attendees. If you’re new to the NFT world, here are a few places to start. Before the Event: Build Buzz Imagine this: Your company is hosting an event for the launch of a new product. You want to build excitement for it, so you start collecting a list of guests that includes not only their mailing addresses and emails, but also their crypto wallet addresses. According to Jennifer Kim, director of accounts at the creative marketing agency UNSNCTND, this unlocks a new world of marketing possibilities. “With a wallet address, you can surprise and delight attendees with airdrops,” she says. “You can actually send them tokens, and those tokens could unlock anything from merch and offers to sneak peeks and early access to the event.” You can use these airdrops to build excitement for your event, send perks to your VIP list (like free accessories they can add to their existing NFTs), or reward your most engaged customers.
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