Posted on January 6, 2020 by William Fogler

When it comes to designing, planning and executing memorable events, there is no greater challenge than doing so for those who are members of the hospitality industry. However, to put our own spin on Thomas Jefferson’s quote, with great challenge comes great reward. Plus, when working with members of our industry, creativity can be unleashed in ways we might not have envisioned otherwise.

Enough philosophy – here’s what happened when we were brought on board by Interstate Hotels & Resorts, a hotel management company, to spearhead the atmosphere, decor and entertainment for its three-day GM meeting near Phoenix. The event welcomed 450 guests to the Westin Kierland Resort & Spa, and our team set the scene for registration, the general session seating, an evening reception, and a massive dinner and party with three distinct environments. The theme was “Engage,” and that’s exactly what we did by incorporating a plethora of interactive features and one super cute donkey.

Honoring the Southwest location of the conference, we created a rustic registration area with double-sided boxwood and slatted walls. Nametags were attached to the walls for a self-service entrance. We included plenty of welcome messages, partner logos and directional information to help arriving guests get oriented.

Our design on the first day focused on the 5 C’s of Arizona: copper, cattle, cotton, citrus and climate. This helped determine our color palette – bright – and context – rustic. These 5 C’s also informed the tablescapes on the break area food stations that offered refreshment throughout the general session. 

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For the general session, which featured a conference setup with a stage and audience seating, we improved the standard atmosphere by bringing in special lounge seating. Our choice was white leather loveseats and white side tables, which added a more luxurious appeal to the meeting space.

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With the informational portion of the day complete, guests enjoyed an evening reception, and we continued to honor the Southwest in both décor and entertainment offerings. A six-piece mariachi band greeted attendees before they entered the indoor-outdoor space, which offered us a gorgeous setting to work with. Surrounded by palm trees and dotted with cacti, the area took on a fiesta atmosphere with bright table linens and centerpieces. Food stations were placed along rustic wood tables, and seating featured firepit tables surrounded by outdoor lounge furniture.

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The entertainment selection stayed right on theme. In addition to interactive activities like making dreamcatchers and watching a sand artisan demonstration, we brought in the Jaleo Latin Quartet and thrilling hoop dancers.

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Our team is no stranger to animal encounters. We’ve already worked with alligators, after all. But this year, we thought we would find a furrier friend to welcome to the soiree. In keeping with the Southwest theme, the Beer Burro was the beau of the ball.

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The following evening, we put together a progressive party with three entirely different environments and entertainment offerings that kept even our hospitality-expert guests engaged for hours on end. But you’ll have to read about that amazing night in the next blog! Stay tuned for Party in the Desert Pt. Dos.

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