Posted on November 26, 2018 by William Fogler

For the third time, WM Events was fortunate to plan and produce the biennial National Dealer Meeting for the Doosan Industrial Vehicle America Corporation. Knowing that many of the 200 guests had likely attended in previous years, we worked to create an event that featured recognizable elements and brought in new aspects to keep things both comfortable and exciting. What’s more, as an event spanning three days and nights, we had to ensure that the offerings were entertaining enough to pique and keep everyone’s interest.

As it has in the past, the meeting took place at beautiful Chateau Elan, a winery in North Georgia, which provided lodging and a variety of usable spaces where Doosan hosted a reception, general session, product reveal, awards dinner, and farewell event. The grounds of this delightful venue also offered activities for guests and their spouses during downtimes. Throughout the three days, branding the event was top of mind, so we developed a variety of clever methods of marking Doosan’s territory.

Guests at the welcome reception were greeted with an entrance featuring the green and blue Doosan logo graphic, as well as colored cubes flanking the door, and a Doosan-blue carpet. Inside, the company’s logo was deconstructed and used throughout – blue and green panels on the bar front, table tops in the shape of an interlocking octagon, logo toss pillows on blue sofas, and blue and green drapery.

With a mostly male guest list of distributors in the heavy equipment industry, the goal was to seamlessly brand the reception and all subsequent events, and there was no need to go overboard with florals or frills. Instead, we played on the Chateau Elan setting and added rustic elements like oak barrels and grapevine lights for an indoor-outdoor feel.

But when it came to entertainment, we went all out. In addition to bringing in DJ Mike Zarin, whose booth was branded with the Doosan logo, we set up two racing simulator games and a Virtual Reality baseball game. You could say it was quite a hit!

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For the general session, we mirrored decorative aspects of the reception in the stage design – a curtain backdrop with the Doosan octagon was paired with more cubes, which were lit from inside to glow green or blue. This set the stage for a full day of presentations and led up to the meeting’s big reveal.

It’s not easy to unveil a product that is measured in tons instead of inches, and this year, there were four to introduce. In the style of a new car launch, we covered the new Doosan forklifts in drapery – green and blue, of course. The host rode in on a pallet jack while Gary Glitter’s “Rock and Roll (Part Two)” played, and the anticipation was tangible. We pulled all four covers off at the same time, revealing the latest in Doosan offerings. Guests immediately swarmed the newly launched forklifts to check them out. It was easy to see why people talk about boys and their toys.

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Following an exciting day of heavy machinery, it was time to celebrate and recognize the folks who had worked hard all year. We stepped it up for the awards dinner, a more formal affair, which called for velvet table runners, silver chargers, golden votives, and deep orange floral centerpieces atop blue and green linens. We bordered the 12 round tables with Ghost Chairs, one of our favorite go-to seating options. We repurposed the meeting room for the awards dinner, so the stage décor remained, the glowing cubes offering even more appeal now paired with an elegant dining room.

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On Friday, guests had the day free to explore the activities offered by Chateau Elan, and everyone reconvened that evening for a farewell party. With the focus on fun, we styled bars and cocktail areas, incorporating acrylic-top tables and highboys complemented by orange acrylic chairs and Ghost Stools. Modern sofas and chairs offered plenty of comfortable seating, and the elegant patio featured strands of market lights and palms and ferns. Guests enjoyed live music and had the chance to participate in games like shuffleboard and giant Jenga. The farewell event provided the perfect chance to bid adieu before leaving this unmistakably Doosan event the following morning. We hope everyone is looking forward to the 2020 event as much as we are.

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Drapery: Event Drapery
Plants: Plant Peddler
Entertainment: Mike Zarin, SimCraft, Virtual Reality Rental, Absolute Entertainment & Lilac Wine
Rentals: AFR Event Furnishings, Monte Carlo Productions & Peachtree Tents & Events

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