2. Summary:
Jim Beam Spirits Confidential Philadelphia
✤ Began with a panel presentation with the executives present for the
brands
✤ Maker’s Mark, Cruzan Rum, Thatchers, Candian Club, Knob Creek, Sauza Tequila
✤ Moved into a vendor event which showcased the brands and their
products
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7. Planners Steps:
✤ The Constitution Center was approached in September by Jim Beam
to have their event there in early March
✤ Contacts were signed soon after but any planning began about 6
weeks before the event
✤ Jim Beam had their own planner for these showcase events so they
did not work directly with the vendors.
✤ They were more logistics, lighting, securing everything a vending
table would need, catering/servers(through Brûlée), as well as the bar
8. Planners Steps:
✤ As for the budget, since it was through an outside company Kerry
and Jen knew how much they spent on the space rental as well as the
food but was unaware of the budget of the entire event such as the
money for all the free liquor, as well as the price to fly the executive
there, and the costs for the liquor transportation.
✤ They didn’t feel comfortable telling me the exact budget but they did
say that the space rental is about $5-7,000 for four hours and that in a
sit down dining setting catering is usually about $150 per plate. They
also chose to use the additional rentals - the video wall, coat check
and the parking garage which also added to the cost.
9. Risk Management:
✤ They had a possible 1000 people who might have attended so in the
case that they all showed up at the same time the patio/outdoor
space was going to be opened up for more room to walk around and
mingle
✤ There were also security circulating during the event. Anyone who
they felt was too intoxicated would be asked to leave or escorted out.
10. What I Learned:
✤ I learned a lot from both Kerry and Jen as well as Ginger (the catering
director)
✤ As a planner for a specific space, they both preferred parties that
didn’t have a planner.
✤ Things get expensive and add up - quickly!
✤ How to deal with problems quickly and quietly
