Posted on April 17, 2019 by William Fogler

To thank them for the support they show all season, the Atlanta Hawks players invited their super premium ticketholders to Taste of the Hawks at the Southern Exchange’s new event space The Cellar in downtown Atlanta. We knew that the 600 guests, used to living large, would have high expectations, so we went deep into our playbook to develop a winning event production strategy. In the end, the three-hour party earned a triple-double with points for on-theme décor, fare and entertainment.

Slam Dunking the Décor
Taking the sporting concept to the next level, we mixed basketball-inspired features and the Hawks’ signature red with luxury elements and ambient amber lighting to create a warm welcome in the industrial-style Cellar. A new take on the red carpet, we placed hexagon tiles outside the door, and guests were greeted by 6-ft. letters spelling out HAWKS, just in case anyone forgot whose party it was.  

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Basketball hoop chandeliers and glowing red orbs hanging from the ceiling put a twist on court style, while plexiglass bars backed in mirror and filled with balls and mylar balloons spoke of infinite shooting space. We wrapped the venue’s concrete columns with player posters and created a “trophy” wall of basketballs. Seating maintained the sense of warm luxury with a variety of metallic linens draped on cocktail tables, and communal highboys were dotted with Ghost stools. The elegant, understated centerpieces incorporated red or white florals that were paired with inconspicuous votives. Guests more inclined to kick back and relax had plenty of options with lounge areas featuring comfortable sofas and chairs tossed with Hawks pillows.

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Full-court Fare
We kept up with the basketball theme in naming food stations, which were placed throughout the main event space and identified with coordinating graphic signage. After starting off the evening with yummy passed apps like Shrimp and Grits Shots and Donut Hole Mini Burgers, we got the players in on the action by tasking them with helping to serve at the food stations, which enabled them to easily mingle with the majority of the guests. Station names like Swish Southern Nacho Bar, Pick and Roll Sushi and Point Guard Peppered Beef Poutine added an element of fun.

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Overtime Entertainment
With a guest list of high-end basketball fans, we knew we had to bring it with the entertainment. Working with in-house DJ Big Tigger, we branded the DJ booth with a glowing “Taste of the Hawks,” so the music piece was an automatic win. We brought in a photo booth with a backdrop of gold and silver spheres and with social media capability so guests could post and hashtag with abandon. To add street cred, a local graffiti artist spent the evening creating a mural as guests watched. By the end of the night, it became a favorite photo spot.

No one went home empty handed because we hosted a coaster-making activity, which featured pre-stamped leather coasters with the Hawks logo. Guests had the chance to get them laser engraved with their monogram onsite.

A party fit for the kings of the court, we were thrilled to inaugurate The Cellar with this high-profile event.

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Venue: Southern Exchange
Catering: Affairs to Remember
Design: WM Events
Photography: Jack Parada Photography & Kat Goduco Photography

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