It’s relatively common to have a client begin a meeting by telling us: “This is the most important event you will be handling all year …” but for social events it rings ever so true when our client continues with “… and I want my seven year old to remember this day forever.”

Social events make up a good portion of most event planners’ annual revenues in Canada, with some companies relying on this market for the majority of their revenues, and if the number of bridal shows in Canada last year was any indication, the fastest growing segment of our industry. So why is it that some event planners I know would trade ten social clients for one corporate client any day of the week. When looked at from a business standpoint it starts to become clear why some planners value corporate clients so much more than their social equivalent. Social clients require more attention, are more difficult to please, are less forgiving and usually more demanding on budgets than corporate clients. To most social clients their event is so important, that a fork placed incorrectly or a delay of a few seconds in the itinerary can bring on symptoms of cardiac arrest. So I might be exaggerating a bit, but regardless of the challenges, there are some of us out there who feel a certain affinity to social events, namely because of the sense of satisfaction that comes with making someone’s special day, well … special.

The best approach to working with social clients is to first concede the fact that they will require more attention that your typical corporate client. Plan on spending the extra time working through every part of the event with them, and consider using suppliers who are willing to support this approach. A caterer who generally avoids tastings and client meetings might not be the best choice for a hands-on bride, while a rental company who encourages planners to bring in clients to see samples would speak volumes to a detail-obsessed client.

Next, consider that client-management is a crucial part of your role as event planner. Keeping the client involved in decisions, aware that things are well planned and that the event will be well executed is an important step in building the client’s confidence and trust in your ability to manage their all important day.

Finally, remember that your job does not end when the last guest leaves. Post-mortem meetings are important for the simple reason that they offer you an opportunity to confirm your client is pleased with every aspect of the event or alternatively to deal with any concerns they might have. For social events it means even more, given that the relationship you build with a client over the time you work on their event is much more personal than with a corporate event. Some of the most successful event planners I know have built lifelong friendships with their clients. In a conversation with Jeff Roick of McNabb Roick Events he put it best when he said “It’s relationship building with social clients. You earn their trust by delivering on your promises, and they count on you to make the right decisions in the interest of their event.” When you think that most social clients pick their event planners and caterers based equally on the comfort level they feel with them and on their credentials and experience, it become even more important that your relationship with them transcend the typically client-supplier rapport.

The importance of relationship building with your clients extends further when it comes to marketing. The social market requires a much different approach that the corporate one and regardless of the dollars you allocate towards advertising and PR, there is nothing truly as effective as happy clients who like to tell friends about their amazing event and the people who made it happen. As you begin working a fair bit with social clients, you will find that the power of ‘word of mouth’ starts to take effect, and for some suppliers, it is all they need in the way of marketing to sustain substantial growth from year to year.

We have seen companies become overnight successes just by setting a new benchmark with an unbelievable wedding, or Bar or Bat Mitzvah. Alternatively, you’re only as good as your last event, and if your client is unhappy, they are twice as likely to tell people about it. So when it comes to marketing to the social event industry, count on client relationships as your most important medium, and consider using client testimonials in other marketing materials.

Social clients also depend on their event planner to bring the newest trends to their events time after time. Being ahead of the crowd in terms of what is hot (and what is not) makes you a valuable asset to your client. As an example, recently we began working with vertical food stations, ranging from canapés displayed on vertical plexiglass panels with narrow ledges, to logo fruit walls which can depict a personalized message, as in the example of the mother’s day event we hosted, or even corporate logos and customized images. Decor ideas are forever evolving, and considering each client has different tastes, have several options to offer them. These new ideas are what sets your client’s event apart from others and leaves guests with the impression that the hosts outdid themselves. Anticipating when a trend is coming to an end, or has been over-done, is equally important, protecting your client from the criticism of guests pointing out an element they have seen many times before. Once again it shows how mucha social client relies on their event planner, and the responsibility we accept with these events.

So when any client tells you this is the most important event you will be handling all year, believe them, because to them it is. And in the case where your client happens to be a seven year old, find out what his favourite thing is to eat, and make sure you have lots of it, because in the end, social or corporate, it’s all about making the client happy.

Do you know how many new event suppliers and planners opened up shop in 2004? I don’t know exactly but I know we have added at least 1200 new companies to our national database since January. These do not include the clients, corporations or buyers we have added. I am strictly talking about the suppliers such as decorators, caterers, venues etc., all of which are located in Canada. So how many of those new companies will take some of your clients in the next 12 months? Do you think they will take any of your business; some of your business; a lot of your business? If you answered yes to any of these questions, then you know you need to step it up and stay on top of your game because the competition is out there.

When we started doing events for the event industry we had no competition, and for us, it was totally about the passion. It was a love of events and the people in the industry and the thrill of creating something and seeing it come to fruition. We were fortunate enough to be able to devote our energy and time, not to competing but to creating the best product and doing the best job we could for the industry. We didn’t have to fight for space or time or stress over the right dates and marketing and…. We were able to do what we loved, the way we loved to do it. Today, several years later, our team is still fueled by passion but now we know that passion alone can’t run a business and it can’t ward off competition. It takes energy, strategy and, most of all, common sense.

I know for sure that it would be naïve for any of us to think we have any market cornered. The experts in business say that one has 5 years max until someone comes along who thinks they can do it faster and cheaper and will take their shot at your market. Some will succeed and either put you under or take your clients and some will fail to make a dent in your share of the marketplace. It depends on so many different factors, the most important of which is how you deal with it. So the question becomes “How do you stay on top of your game?”

How to you keep your spot on top and fight off competitors? You remember your mission statement, that’s how. You put down everything you are doing right now and run to your computer and look up your original plans for your business. What were your goals? What mattered to you when you first started your job or business? What did you want from it? Go back to the passion and that’s where you will find the power. PASSION IS POWER. It will re-ignite your flame and fuel you to push harder and stronger, become more innovative if that’s what you need to do and stave off those piranhas that are knocking at the door. I have seen many people succeed and many people fail. The winners share passion, the failures share contempt and lack of drive. Do not let yourself get caught up in he said she said. Don’t worry about what “they” are doing or how “they” are marketing or which client “they” just got. Keep your eyes on the competition, of course, but spend more time with your eyes on the prize. Remember why you started doing what you do and run your business every day with true passion, honesty and a sincere interest in the people you do business with. I promise you with that formula, there is no competition.

Globalization has changed the nature of how businesses function. What has not changed are the requirements for success. A dedicated team of skilled employees guided by expert managers is crucial to any corporation. Communication is paramount, more so today than ever before. Pulling together a seamless business team on-site is a challenge in itself. Trying to rally employees from distant locals can be daunting, at best. A successful “virtual team” can bridge the distance, but with any team, virtual or traditional, communication is the key to productivity.

Fostering collaboration
According to Dr. Tom Allen, author of “Managing the Flow of Technology,” people are not likely to communicate or collaborate very often if they are more than 50 feet apart. How then, do we foster communication and collaboration when people are geographically dispersed?

As a professional corporate trainer who has coached over 1,000 project managers across North America, I have found that the most effective starting point when it comes to opening the lines of communication is to create a team operating agreement.

A team operating agreement (TOA) guides the team’s actions and interactions.

A TOA is the set of behavioral norms that the team agrees to abide by. They can be formal or informal. If a team does not deliberately create them, they will develop on their own…which may be problematic. Geographic, ethnic and cultural differences impact on the effectiveness of how individuals and teams operate. Awareness of these differences is vital if communication is to be clear, honest and properly directed.

A TOA can be as inclusive as a team chooses it to be. The more inclusive it is the less chance for miscommunication, conflict and lost opportunities. Ideally, the TOA should be created at the beginning of a project or when a new team forms.

A TOA may include the following categories:

Meeting Protocols

• Meetings begin and end on time
• We attempt to schedule meetings to accommodate people in different time zones
• We take into consideration holidays of the different cultures
• We respect and listen to what other people are saying on the call and we don’t hold sidebar conversations
• One week notice will be given to the team if a member is unable to attend

Communication

• We check e-mails twice a day
• We have a no scroll policy on all emails
• We call into the office once a day
• We handle conflict directly with the person concerned and work to resolve it
• We identify and communicate possible conflicts clearly and immediately
• We give feedback in a timely manner, respecting cultural sensitivities
• We value confidentiality

How can these objectives be realized? Use the following steps to implement a TOA on your virtual team. Brainstorm: have team members list what they would like to see become part of the TOA.

List each team member’s ideas on a central flip chart.

Clarify: Ensure team members thoroughly understand each statement and encourage questions

Discuss: modify any statement, remove it, or live with it. Make sure you have buy-in from the entire team before moving ahead.

Send: email a copy of the TOA to the team or provide an electronic view of it

Adopt: what has been tabled as the “official” TOA. Laminate it and display in a virtual meeting room. It is critical to note that the TOA is not a stagnant document; it can, and probably should, be modified during the course of a project.

Virtual teams are the way of the future…but they use many of the features of successful business units of yesterday and today. If you would like to explore the many training options available to maximize the “people potential” of your organization, give me a call to arrange for an appointment.

The world’s third largest religion is Hinduism according to Carolyn Mordecai, author of "Weddings Dating and Love Customs of Cultures World Wide Including Royalty".

The Hindu ceremony consists of the priest or brahmin officiating. The bride and groom stand on a decorated wooden plank and the priests holds a curtain between them. The bridal party stands behind the bride. The priest chants songs and guests shower rice and other grains over the couple.

The wedding begins when the curtain is removed and garlands of sandlewood chips are placed around the necks of the bride and groom. The bride’s father gives her to the groom and then they perform an upliftment of Dharma... there are three Purusharthas: Dharma meaning right conduct, Artha for prosperity and Karma for the enjoyment of legitimate gratification.

The Marriage Symbols: The bride applies sandlewood paste to the groom’s forehead, the groom then applies a red mark on the bride’s forehead to display for as long as they are married. Then puffed rice and purified butter from the hands of the bride and groom are thrown into the fire. This represents the radiant one. Then the darkness is removed by the priest chanting mantras, which

Vows: The vows are made before the fire that represents the deity. The groom vows to always include his wife and consult her. The groom takes his bride’s hand and leads her around the fire he steps closer to her they walk along where rice is heaped to one side. Holding hands, they take the sapta padi... a seven step symbolic journey through life. Around the sacred fire pot they agree to:

• Earn a living for their family and respect their abundance
• Live a healthy life style for each other
• Be concerned for partners welfare
• Live together as friends... enjoy happiness and friendship throughout their lives
• To eat and drink with each other and be with each other on special occasions
• Desire children for whom they will be responsible and love
• Adapt to the other person at any given time and place

The groom recites traditional mantras to the bride. Cotton is tied around the bride and groom while a blessing of a long happy life are given. The bride washes her hands and the bride and groom pray that their prosperity will be fulfilled. The groom places a floral necklace around his bride’s neck... this represents love. The bride then accompanies the groom to the Hindu activities. Another wedding necklace of silver or gold with semi-circles and black beads from both families... symbolic of the union of the two families... is also worn.

Jewish Weddings
Anna Karden, Jewish Bride....& More!

The purpose of marriage in the Bible is for companionship and procreation. In the past, they were usually arranged by parents, but the bride's consent was asked.

Jewish weddings can occur any day of the week except the Sabbath, Jewish festivals, the three weeks between the 17th of Tammuz and the 9th of Av, and the "sefirah" period Passover & Shavuot (Lag Ba-Omer and other exceptions). It is customary for the bride to wear white and a headdress & veil. Jews from oriental countries wear elaborate costumes richly embroidered. The groom may wear a "kitel" (a white garment) along with a tallit.

Before the ceremony, the groom, in the presence of witnesses, undertakes an act of "kinyan" (the obligations of the Ketubah). This is done by taking a handkerchief or some other object by the Rabbi, lifting it and returning it. The groom and witnesses then sign the Ketubah. The groom is then led to the "Huppah" by two male relatives facing Jerusalem. The bride is led in by the mothers usually to the accompaniment of a blessing of welcome chanted by the Rabbi. Sometimes the bride is led in 7 circles around the groom to ward off evil spirits.

The bride stands to the right of the groom and the Rabbi recites the marriage blessings over a goblet of wine. Both the bride & groom then drink from the glass.

The groom places the wedding ring on the forefinger of the bride's right hand and recites the marriage formula. The "ketubah" (marriage contract) is then read and the 7 marriage benedictions are recited. In most ceremonies, the groom then crushes the glass under his right foot and the Rabbi invokes the "priestly blessings". The couple is then escorted away.

TERMS OF INTEREST

Huppah: The term originally referred to the bridal canopy or bridal chamber. It consists of a cloth spread on four staves. The cloth can be of an elaborate design or a large Talis may be spread over the staves.

The Ring: It has become universal Jewish practice to use a ring, except in a few communities where a coin is used. The ring must belong to the bridegroom and be free of any precious stones. In the ceremony, the groom gives the ring to the bride as an act of acquisition and the bride, by accepting it, becomes his wife.

Ketubah: It is a document recording, in Aramaic, the financial obligations which the husband undertakes toward his wife in respect of their marriage. It was instituted for the purpose of protecting the woman so that the husband would not find it easy to divorce her.

This multi-level complex in the heart of Toronto’s entertainment district is both a spectacular nightclub and a versatile special events facility unlike anything the city has seen.

Located on John Street in downtown Toronto, Lucid’s 53,000 sq. ft. covers four floors surrounding a 20-metre high atrium, flanked by nine bars and three special events areas. A corporate event facility by day and a vibrant, pulsing nightclub after dark, Lucid can accommodate up to 3,000 guests. The $8-million investment in Lucid Toronto has resulted in a sophisticated audio and video system that is unrivalled. Multiple DJ/VJ booths including one high above the main dance floor along with multiple plasma screens and LCD screens and the most sophisticated sound system in the entertainment district set Lucid apart. It also has Canada’s first DL1 Catalyst projector system installation, offering a unique multi-dimensional visual experience throughout the venue. Lucid can also host live entertainment events or accommodate hundreds of sports fans to watch the big game on the multiple plasma screens. The fourth floor is set aside as a VIP area complete with its own private elevator and dedicated private entrance. The advance state-of-the-art security system is the only one of its kind in the entertainment district, providing a safe environment without detracting from the atmosphere.

For further information, please contact Lisa Ruscica, at 905-470-7117.

The Carlu
Toronto’s architechtural masterpiece

When the T. Eaton Company Limited opened Eaton’s College Street in Toronto in 1930, the pinnacle and showpiece of the entire store was the series of grand function spaces on the seventh floor. Modeled after the reception rooms of the great ocean liners of the period, the floor consisted of the celebrated public Concert Hall (the Margaret Eaton Auditorium), the grand foyer and the exquisite Round Room, all playing host to Toronto’s most sophisticated and elegant soirées and celebrations.

The genius behind this architectural masterpiece was French architect and designer, Jacques Carlu (1890 - 1976), one of the leading architects of the twentieth century working in the “Art Moderne” style. The venue, renamed The Carlu in honour of the master of design, opened its fabled doors on May 1, 2003 to host events of magnificence and grandeur once again.

Carlu’s show stopping, domed Round Room is one of the most significant examples of Art Moderne architecture, featuring a wraparound mural painted on the curved walls in oil by Jacques‚ wife and collaborator, Natacha Carlu. The Round Room accommodates dining for up to 350 and 400 reception style. Other brilliant spaces in the Carlu include the Grand Foyer with its marble and monel metal embellished elevators, built in display cases set along the perimeter and over 10,000 sq ft allowing for 700 people for dinner or more than 1,700 guests for cocktail-style receptions, the Clipper Room - Private Dining Rooms with two adjoining rooms at 650 and 300 square feet each adorned with floor-to-ceiling mirrored doors and Art Moderne-inspired furniture design and fixtures and finally the Sky Room which boasts two large skylights, simple and clean decor highlighting a changing art exhibit. The auditorium offers 8,500 square feet in total with 6,700 square feet on the main level and can accommodate 1,200 theatre-style, host gala dinners for up to 650 guests or 480 guests with a dance floor; can hold stand-up cocktail receptions for 1,500 guests. The magnificent stage area features 1,200 square foot (21‚ x 60‚) with proscenium, a below-floor power grid every 10 foot center, wireless internet connection, pin spot lighting, leko lights, 12’ x 20’ screen and the best acoustics in North America as claimed by Glenn Gould.

Perhaps the greatest reason for The Carlu’s instantaneous success can be attributed to the unique ambience set forth by each of the painstakingly-restored rooms. The Round Rooms original Lalique fountain, The Sky Room, with its shimmering candle wall, the Clipper Room oozes masculine charm and the Grand Foyer and the auditorium echo with the sounds of musical greats past.

“We know that Lady Eaton would be proud and we hope that this rewarding first year is a hint of what’s to come for The Carlu.” said Managing Partner, Mark Robert.

For additional information on The Carlu, artwork visuals or to arrange an interview, please contact Susan Willemsen or Sheri Chaim at The Siren Group Inc.
Tel.: (416) 402- 4880.
Fax: (416) 481-6061.
E-mail: thesirengroupinc@sympatico.ca

Paramount Conference & Event Venue
State-of-the-art technology

For the past 3 years, Peter Eliopoulos, Creative Director of byPeterandPauls.com, has had a dream. That vision came alive on Wednesday, June 9th at the Grand Opening of his creation “Paramount”. The facility features the latest technology including: live-eye screens and monitors, a DVD package, high speed internet, a multilevel performance stage and a complete audio visual and sound system - and has the ability to host almost any type of social or corporate event. With over 63,000 sq. ft., the venue has 25ft ceilings, VIP suites, approximately 500 intelligent table spot lights, directional sound, fog machines built right into the dance floor, 6 10x12’ drop screens, on-site event consultants, valet parking, unique ambience, multilevel performance stage, cigar lounge, international cuisine, kosher kitchen, rich and elegant decor, built-in food stations, complimentary parking and 4 luxury lounges fully equipped with washroom facilities.

The Paramount also offers a choice of five reception rooms, each with separate entrances, and can accommodate from 15 to 1650 people. According to owner Peter Eliopoulos, the project is the company's most ambitious and unique venture. “Everything has been strategically designed to offer maximum value to our clients. In addition to the latest in technology, we are also providing an incredibly beautiful setting,” Eliopoulos explained. The building's rich and elegant decor boasts a spacious lobby and cascading staircase, old-fashioned pizza ovens and built-in food stations.

With a complete kosher kitchen, provided in partnership with Zuchter Berk, the event and culinary team will customize menus to suit any international clientele. For further information please contact Erin Breckbill, Corporate Sales Manager, byPeterandPauls.com at 905-326-8712.

Eglinton Grand
State-of-the-art technology

On Thursday, June 10th The Eglinton Grand formerly The Eglinton Theatre, opened it’s doors as it was transformed back to its original 1930’s art-deco grandeur and converted into a special events venue. The opening was the talk of the town with over 1200 guests in attendance.

As you approached the main doors you stepped onto the red carpet, lined with 1930s cars and a journey into the past began. Throughout the night guests were treated to the recreation of the original opening in 1936, with photos taken in front of the “3 muses” the murals that adorn the lobby, gourmet cuisine by the grands culinary team, a 12 piece orchestra and colorful themed cocktails.

Owned by Dynamic Hospitality & Entertainment Group, this 20,000 sq. ft., 750 seat historical landmark has been restored into its original 1936 grandeur and turned into a fully functional event facility. National award winning architects munge//leung design associates were brought in to recapture the 1930’s elegant art-deco style, elements, design, colours and fabrics throughout the entire venue. The rich woods, including mahogany and ebony, elegant granite, beautiful wainscotting and period furniture enhance the intelligent state-of-the-art lighting and sound system. The total hours it took to re-build the Eglinton Grand is equal to 1,250 full 24-hour days or 3.4 years.

The venue’s capacity will accommodate dinners up to 550 guests for dinner and up to 1,000 for a stand up reception. There are a number of services and options for people renting the venue including valet parking, in-house and kosher catering, florists, linens, audio visuals, entertainment, bridal room, on-site ceremonies, catering staff, pin spotting, a 16x20 foot screen and wheelchair accessibility.

For more information, please contact the catering and sales department at 416-485-5900.