From the Ground Up!
Starwood Hotels & Resorts brought 600 Food and Beverage Managers to for a Denver conference to discuss the future of F & B at the Starwood. The theme of the conference was “Elevating Food & Beverage.” Destination Services Corporation (DSC) was engaged to produce the final night’s signature event.
Starwood’s Vice-President of Food & Beverage in North America wanted to hold the event at Denver’s Mile High Stadium, but the request was denied because it was grass-growing season. DSC pitched an “Urban Streets Party” to be built from scratch in a parking lot at 20th and Wazee Street, across from Coors’ Field and next to Fado’s Irish Bar.
- Delivering the “authentic” Denver experience in a parking lot;
- Permitting a public space for a private event;
- Planning for March’s seasonally variable weather issues;
- Creating a “wow” dining experience for people in the business;
- Flowing mostly “single” guests through indoor and outdoor spaces with entertainment;
- Collaborating with numerous local vendors to design, build and deliver a completely custom event.
Strategy and Results
Producing the Urban Streets Party required a high level of creativity, connections and collaboration.
Risk Mitigation: DSC handled all research with due diligence to find suppliers and ensure that all liability would be covered.
City Liaison: DSC worked with city officials to negotiate special permits on city lots and public spaces.
Local Food Flavor: DSC contracted locally owned and operated multi-cultural food trucks. The request to serve a convention challenged the food truck owners to showcase their offerings in a new environment.
Interactive Dining Experiences: DSC challenged partner Catering by Design to deliver a dining experience that fit with the clients’ “Elevating Food and Beverage” theme, and met their goals to recycle, sustain and entertain. Together, they conceived unique, bite-size grab-and-go food stations that included bento boxes attached with Velcro to a wall, food torching stations, and dessert ladders.
Outdoor Staging and Production: DSC handled every detail from planning to set-up to strike. This included power, lighting, security, weather back-ups and tenting with the feel of outdoor space.
Entertainment & Activities: From international alternative sensation, One Republic to a local video-DJ, electronic violinist, stunt bikers, stage dancers, and an Irish sing-along, DSC pulled out all the stops to entertain guests throughout the evening. DSC also coordinated the talents of local breweries, whiskey distillers, and cigar makers to give guests an opportunity to taste, roll and ask questions.
Multiple Experiences, One Venue: DSC transformed a parking lot into four experiences, each with unique design, music and food. Through the selection of various tent sizes, guests flowed through a grand entrance into the Urban Streets tent, and then through a Beat Garden courtyard and into the Main Tent. With lots of “singles” this kept the group moving, mixing, mingling and taking note of innovative food and beverage.
Theatrical Décor for a Corporate Event: DSC leaned on Scenic Mercenary, a local theatre set designer to create custom, themed décor to fit the event. From brass piping and faux brick walks, to tables, bars and whiskey barrel fire pits – everything was custom built for this event.
- Stretching the imaginations of local partners outside four walls to incorporate client ideas.
- Creating an urban, edgy, entertaining, and engaging event that showcased local diversity and innovation.
- “Elevating Food and Beverage” beyond the chafing dish and skirted buffet.
- “This is the best ever event we’ve had in 25 years!” Brian Abel, Vice President F&B North America.
“From the planning session to the wrap-up meeting, we have been nothing but thoroughly impressed with your staff.”
“We and our client are THRILLED with the outcome of the event. As was every single other person we’ve talked to (and that’s a lot). It was an absolute pleasure working with you and we truly appreciate the time and effort to make this a SMASHING success.”
“DSC is truly one of the most professional DMC’s I have ever worked with. From the first sales experience until the final bill processing, everything was handled expertly, efficiently and with only our best interest in mind.”
“DSC is top notch – very professional and friendly. Definitely think outside the box. Excellent service!”
“DSC is fantastic and it’s worth every penny for ease of mind.”
“The event last night was amazing. The guests are still talking about how much they loved it. Dollar-for-dollar it was one of the best events I’ve ever been involved with. Than you for the support.”
“Our experience with DSC was above and beyond other destination management companies used in the past.”
“DSC is always creative…we select DSC because of the way they treat our guests. DSC is the unquestionable leader in the customer service industry.”
“Your staff was extremely personable and the events were flawless. The dedication and attention to detail was impeccable. I’m looking forward to a long lasting, sustainable partnership between our two organizations.”
“Thank you to DSC for the extensive work you all did to produce our large scale event. Everyone was very open to our ideas and opinions. You worked within our budget and always provided a range of options to help us choose between different price points. It was flawless.”