Imagine you’ve been tasked with organizing your company’s annual Territory Manager meeting and awards dinner. It’s a high-stakes event that needs to impress 75 attendees during the day and grow to 108 for dinner. Oh, and leadership has decided that they want it held at Gillette Stadium.
Feeling overwhelmed? That’s where Swank Events comes in.
We’ve handled this exact event for Global Partners, and many others from intimate board meetings to lavish galas at Gillette, one of our favorite partners in the Boston area.
Let’s look at how we turned this particular complex, multi-day (and multi-location!) event into a seamless experience, and what it looks like to have the support of a professional event planning team on board every step of the way. And know that the time and care we put into our events is the same, no matter the size. Because we know that all events are incredibly important.
The Crucial Pre-Event Day
Most attendees never see the controlled chaos of pre-event setup, but it’s where the magic begins. Our team, led by Kristin Healy and Ashley Masson, arrived at the Global Partners meeting a full day early. Why? Because perfection takes time.
Starting at the Renaissance, just a short walk from Gillette, we transformed a simple office space into our command center, meticulously sorting through boxes of signage, swag items, and event essentials. Every t-shirt was organized by size and paired with the correct name tag—a small detail that saves precious minutes during registration and makes attendees feel truly valued.
As we toured both event venues, our experienced eyes caught details that others might miss. The stage setup? It needed tweaking. The backdrop? Not quite right. This is where our industry relationships proved invaluable. With a single phone call at 8 p.m., we arranged for PEAK Rentals to deliver and set up additional pipe and drape by 6 a.m. the next day. Try doing that without established vendor relationships!
We also brought our own on-site printer and a comprehensive supply box. Scissors, tape, safety pins, chargers, floral wire—you name it, we had it. This level of preparation means we can handle last-minute changes or unexpected needs without missing a beat.
Day One: Meetings, Transitions, and Celebrations
Our day started at the Renaissance at 6 a.m., long before the first attendee arrived. We oversaw the pipe and drape installation, conducted final walk-throughs, and transformed bare spaces into welcoming environments with strategic signage and carefully arranged registration tables.
As attendees began to arrive, they were greeted with branded long-sleeve pullovers, name tags, and water bottles—all handed out efficiently thanks to our pre-event organization. This immediate, personalized welcome sets the tone for the entire event.
While Kristin managed AV setup and kept the daytime programming running smoothly, Ashley was already coordinating with vendors at Gillette and preparing for the evening festivities. This division of labor ensures that every aspect of the event receives full attention—something that’s nearly impossible when you’re trying to manage everything alone.
The afternoon transition to Gillette Stadium’s G-P Atrium for the awards dinner showcased our ability to think on our feet. We adjusted the floor plan on the spot for better flow, a decision that requires both experience and confidence. We positioned greenery walls for perfect photo opportunities and put out personalized place cards that included meal selections and allergy information, a small detail that makes a big difference in dinner service efficiency and guest satisfaction.
As evening fell, the space was transformed. Balloon towers added pops of color, carefully chosen centerpieces graced each table, and a custom step-and-repeat backdrop waited to capture memories. And guests were able to visit the 360-degree photo opportunity at the top of the stadium, which is really something to behold! We choreographed every moment, from guiding guests to managing the awards ceremony, even ensuring that plates were cleared silently to maintain focus on the stage.
The night concluded with a reception at the Celebration Beer Hall. While guests enjoyed the DJ and 360-degree photo booth, we were already packing up the client’s car. Why? Because no detail is too small when it comes to making our clients’ lives easier.
Day Two: Maintaining Momentum
The final day began just as early, with our team resetting rooms and managing a hot breakfast buffet. We placed books, notebooks, and mints at each seat, another small touch that shows attendees they’re valued and keeps them engaged.
Throughout the day, we managed the ebb and flow of the event. When programming ran 45 minutes over, we quickly communicated with hotel staff to adjust lunch plans. This kind of rapid problem-solving keeps your event on track, even when unexpected changes occur.
The Swank Difference: Why Professional Planning Matters
What sets Swank Events apart isn’t just our ability to manage logistics—it’s our commitment to anticipating needs before they arise. We clean pollen off outdoor tables before anyone notices. We ensure vendors are fed, maintaining crucial relationships. We handle last-minute requests with grace, whether it’s printing additional materials or finding a safety pin for a torn jacket. The things you haven’t even considered yet, we’ve encountered at previous events and can head off without anyone the wiser.
When you hire Swank Events, you’re not just getting event planners. You’re getting:
Peace of Mind: We handle the stress so you can focus on your attendees and company objectives.
Industry Relationships: Our connections with vendors mean better rates and reliability for you.
Experience-Driven Decisions: We know what works and what doesn’t, saving you from costly mistakes and sleepless nights.
Attention to Detail: From personalized place cards to silent plate-clearing, we create a polished, professional atmosphere.
Flexibility and Problem-Solving: When issues arise (and they always do), we handle them swiftly and discreetly.
Time Savings: The hours we spend planning and executing translate to time you can spend on your primary job responsibilities.
Every event is unique, and while this case study focused on our work at Gillette Stadium, our skills translate to any venue or event type. Whether you’re planning an intimate corporate retreat or a large-scale conference, Swank Events brings the same level of dedication and attention to detail.
Trying to manage all this on your own, especially when it’s not your primary job, can lead to overlooked details, stressed-out planners, and events that fall short of expectations. With Swank Events, you get a partner dedicated to making your event – and by extension, you – shine.
Ready to experience the Swank difference for yourself? Let’s talk about how we can turn your next corporate event into an unforgettable success story. Contact us today, and let’s start planning something extraordinary together.
Here we are a year into the Pandemic and have the same event-related questions – do you move forward with the in-person event that has been in the works for over a year, postpone, go virtual or land somewhere in between? The timeline on getting back to “normal” is still unclear so these decisions are still difficult ones. Don’t worry, we’re here to break down your options.
Keep Calm and Plan On
Depending on the size and date of your event, you may still be able to hold it in-person. You will, however, need to adjust your plans, along with your expectations. This event will be different than what you had originally planned. Your guests will need to wear masks and keep their distance from each other. There may be less dancing. Food service will likely be handled differently. HOWEVER, with a sense of humor and a good attitude, your event can still be fun, successful and impactful. Some of the most beautiful events we’ve seen have been the more intimate, thoughtful ones so don’t discount this option.
And if your event is scheduled for the fall of 2021, we say keep the date! We are so hopeful for the return of larger in-person events by the fall and have many clients who are proceeding with this. Think positive thoughts and ALWAYS have a plan.
Keep Calm and Go Virtual
If your attendees are not local or if you are hosting a larger event, it may make more sense to take your event to a virtual platform – for the first half of this year anyways. If you aren’t sure, read our COVID-19 and Your Event: Can It Be Held Virtually? blog post on how to determine if going virtual is a feasible option for you.
Since the beginning of the Pandemic, virtual event platforms have really come a long way and the possibilities are endless. You can now make your event as interactive and as customized as you’d like, ranging from tradeshow booths where your guests actually feel like they are roaming the floor to having attendees create their own avatars, virtual coffee breaks, meditations and happy hour, offering many unique sponsorship opportunities and more.
All platforms are not the same so we encourage you to do your research and shop around to find the right option for your event. This can be an overwhelming process (it’s similar to determining the venue with in-person events) so if you still need help, let us know!
Keep Calm and Go Hybrid
If you’re not quite sure which option is most suitable for your event and you have some attendees that are traveling and others who are local, it may make sense to do a combination of in-person and virtual, or Hybrid. This could mean many different things depending on what type of event you are planning. It may be a meeting or tradeshow where some attendees are in a room, safely spaced out, and others are watching it via livestream. Or perhaps it is an awards ceremony that is held virtually and then there are smaller in-person gatherings within teams to celebrate their achievements.
We are expecting to see this in the late summer, as in-person events are returning and attendees may still be a bit hesitant to travel or gather in large crowds.
There is no easy answer when it comes to planning events these days so if you still have questions, please contact us today! We are here to help. Happy Planning!
Company Overview Swank Events is a corporate event planning company that has been serving the Greater Boston area over the last decade. Swank currently plans more than 20 events annually ranging from small monthly meetings for 15 people to large conventions with more than 1,000 attendees, holiday parties, annual meetings, summer outings and more.
Position Summary
Swank Eventsis currently seeking a part-time, Event Planning Assistant to help organize and implement client events, in addition to some day to day business operations tasks. Reporting to Swank’s Owner & Creative Director, the ideal candidate is high-energy,responsible, outgoing and has exceptional organizational skills. This individual is interested in a career in the hospitality or event planning industry. This position offers a great opportunity to gain valuable, hands-on experience within the event planning industry and to understand what goes on behind the scenes of an event.
Time Commitment
This is a part-time position, approximately 15 hours per week plus some nights and weekends depending on event schedule. Typical hours/days will be Monday/Wednesday: 8:30am-4:00pm.
Skills/Qualifications
Previous internship or work experience in the field of hospitality, event management or event planning is strongly preferred
Effective time management skills, ability to prioritize and multi-task
Proficient in Microsoft Office
Ability to work independently as well as in a collaborative environment
Excellent written and verbal communication skills
Bachelor’s degree required Ability to liftpull, and push a moderate weight (about 50 pounds) Must have flexible schedule, some events may occur on the weekends Must have reliable transportation to travel to/from office in North Reading and events
Responsibilities
Attend all events planned by Swank
Prepare event materials when necessary
Contribute to social media content and blog posts
Research event venues and vendors for client events
Participate in client calls and meetings
Attend site visits and vendor meetings
Assist with event concept building and theme development
Assist with all other event preparation, from inception to day-of execution to post-event wrap-up
Administrative tasks to include: copying meeting agendas, creating folders for events, website updates, setting up meetings, research projects, other duties as required
Wow! We’re still getting over how amazing the New York and Boston PERKS events were! From a planning perspective, one major focus this year was on branding the PERKS Conventions and we’re sharing some ideas here on the different components that came together to create this cohesive look.
What is PERKS? PERKS Conventions are interactive showcases of the best and most innovative services available to employers, for their employees. This experience-based trade show allows attendees the opportunity to experience all the services being offered (massages, manicures, meditation, etc.) as well as participate in additional classes and workshops that pertain to these services.
The branding of the PERKS event took on some very different forms and all of it gave off a fun, colorful, laid back vibe, which is exactly what PERKS is all about! Here are examples of some of the different branding ideas you can utilize at your next event.
Signage and Wayfinding Decals
Large-scale floor and wall decals showcasing important event information (think logos, directional, #hashtags, upcoming event dates and locations) are all great branding opportunities. The decals on the walls and floors of the PERKS venues helped attendees navigate the multi-level event and continue to promote the next stops of the convention.
Take-home items
There are always the traditional stress balls, pens and reusable shopping bags that can be branded for your event, but you should also consider items specific to your industry that your event attendees will really use; custom power banks, high-end branded promotional products, reusable stainless steel water bottles, popsockets, card holders that attach to your phone and our personal favorite – SOCKS – all items that will be appreciated and utilized.
These fun, branded yoga mats were not only unique and useful, but they added a splash of color and provided yet another avenue to display the PERKS brand at the event.
Décor
Always use your brand colors when determining linen, table arrangements, lighting and other event décor. In this case, the PERKS logo was used in over-sized blocks, smaller blocks on the tables and throughout the space. Additionally, the color scheme was carried throughout the space with the uplighting in the stage area and customized stage backdrop.
Creating “Instagrammable” Opportunities
Giving guests an opportunity to take a photo with your logo and then post it on social media using a branded hashtag is always a great way to get your brand noticed. Whether it is a photo booth or a step and repeat (like below) – give attendees the opportunity to take a selfie to mark the occasion while using a branded hashtag.
Catering
Use your event theme to help with food choices, order customized cocktail napkins with your logo on it, develop a company signature beverage or even use your logo colors to highlight certain foods within your color scheme!
Utilizing your brand at an event can have a very different look and feel depending on who your audience is; if it is an external audience or potential clients, using your logo and company colors throughout an event to help solidify your brand identity in the minds of attendees is important. If your audience is internal, you can take a more subtle approach with colors and the use of your company logo – unless it is a launch or a re-branding event – in which your new logo would be highlighted. The possibilities are seemingly endless when using your logo!
What an eventful start to the year it’s been – pun intended! Two separate clients approached us to assist them in putting together their events. The interesting similarity between to two we had only one week lead time to complete them! We dropped everything to focus on pulling these events together – and we’re so happy with the results.
Managing the hundreds of details that go into an event can be overwhelming when you have several months to plan, but having to compress all of it into one week is incredibly stressful! By bringing Swank Events in, our clients were able to off-load the planning to us. Here’s where our vendor relationships really came into play as they were able to accommodate our last-minute requests for rentals, centerpieces and additional décor all within our client’s budget.
With this being an award ceremony, our client wanted the recipients to feel appreciated and make this event really special. To her, this meant creating a “WOW” moment for guests as they entered the room and it was our job to bring her vision to life!
With such a short timeframe, each day brought its own priority: Monday was spent at Peak determining which chairs, linens, and chargers best matched the theme. Tuesday was a visit with the florist to design the centerpieces. Wednesday was a final logistics meeting at the hotel to review the catering, AV and room set up. Thursday was pulling together the final details and packing materials, while Friday was spent setting up and coordinating vendor deliveries right up to the start of the event. It was an around-the-clock effort, but we think the results speak for themselves!
The theme of the evening was “Shine” which was highlighted by the marquee letters from Your Love in Lights and was augmented by the glittery gold tablecloths, mirror tables and gold chargers. The warm room ambiance was created by the low-lighting within the ballroom and adding string lights within cloches or faux candle groupings at the tables. A mix of table sizes and settings gave an eclectic but classy vibe. The evening entailed a dinner, so tall flower arrangements that didn’t interfere with conversation or sight-lines around the room were important. Our friends at Lotus Floral Events came through with elegant orchids and sparkling gold branch arrangements.
Bring Swank Events Boston in and we can help make your event something to remember – and help you keep your sanity throughout the process!
