Sam Coffey has over 20 years of experience working in event coordination and promotions. He has held roles managing venues, coordinating private events, and representing brands. Testimonials praise his professionalism, creativity, attention to detail, and ability to plan and execute high-profile events. References describe him as talented, dedicated, and able to consistently deliver successful outcomes.

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SAM COFFEY EVENTS
PORTFOLIO
* Client Testimonials begin Page 5
CAREER HISTORY
I have worked freelance in Hospitality for many years. A large portion of
this was in Events & Promotions filling Directorial & Management level
positions. Beginning years were as front-line staff
i.e. bar, waiter, art department, door-host & hosting of events. This
portfolio is a selection of my working history.
1990 – 2009 Promoter & Event Creative / Coordinator / Director
Various Bars, Nightclubs & Restaurants
Hired to position venues in their desired market position. Launched &
established Ladylux & The Eastern Hotel, The Barrio, the Cross,
consulted on launch of theclub. Promoted nights at Hugo’s Kings Cross,
the original Kinselas, Blue Room, Mr Goodbar, Cream Tangerine, White
Revolver, le Panic, the Bondi Hotel & Melt
Key Responsibilities
Identify & effectively target the desired market through marketing &
advertising
Define & source the correct music / entertainment / events that would
further entice & capture the target market
Ensure staff service standards, from front door to the bar, were at a
professional level that would ensure customer satisfaction
Host the crowd & oversee the night / events
* Ladylux testimonial. Testimonials begin Page 4
2008 – 2009 Sydney Representative
Hot House Media & Events (HHME) representing Fosters Group
Melbourne based company responsible for the alcohol placement
sponsorship for Fosters Group. They place such brands as Crown Lager,
Stella Artois, Pure Blonde, Asahi, and Rosemount Wines at appropriate
events that match their brands’ target markets.
Key Responsibilities
Source events in Sydney that would be a good promotional fit with any of
the above brands for them to sponsor
Provide written reports back to head office on success of events with
respect to their professional execution, evaluating if the brand positioning
was a success
Ensuring sponsored product is served as specified at events & that
adequate logo presence is achieved
* Testimonials begin Page 4

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2005 – 2009 Event Coordinator, Promotions Consultant
Little Joe by Gail Elliott – Fashion Label
www.LittleJoeNY.com
Key Responsibilities
Directed their ‘Jet Set’ line fashion parade August 2009 on Hamilton
Island
Coordinated their Sydney launch
Oversaw their fashion parade, February 2009, ‘Velvet Underground’
Oversaw the promotion of their ‘Pop Up Shop’ sale shop in Bondi
Teamed them up as an associate sponsor with an internationally
acclaimed “street art” show in Melbourne
* Testimonials begin Page 4
March – May 2008 Rosemount Australian Fashion Week (RAFW) - Venue Manager,
Cargo Theatre
Contracted to International Management Group (IMG)
The premiere Australian fashion festival
Key Responsibilities
Oversaw all aspects of this show room, the most complex in the festival’s
history, from bump-in to bump-out
Liased between designers, producers and suppliers to meet parade
production requirements
Kept all related parties on schedule
Ensured professional parade outcomes
Managed all staff within this venue including those from lighting, sound,
back-stage, front of house & volunteers
Managed utilization of shared resources with other show rooms
Effectively problem-solved arising issues
2008 RAFW event was described as their most successful in their 13
year history
September 2007 Production Assistant
New York Fashion Week
OBO & d2 Publicity
Assisted Kanon Rajah on a number of shows including; Fashion Rocks,
Van Cleef & Arpels.
Key Responsibilities
Managed models at the shows – show time readiness & sequence timing
for catwalks
Did seating arrangements
Worked as a front of house greeter / host
Production set up
* Testimonials begin Page 4
2007 – 2009 Event Director
Private Clients
Occasional work for Private Clients celebrating birthday milestones
Budgets ranged from $15,000 to $140,000

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Key Responsibilities
To conceptualise and deliver an event befitting the occasion being
celebrated in-line with clients’ expectations & desires
Directorial oversight of these events
* Testimonials begin Page 4
2006 Promotion & Event Consultant
Barefoot & Black Tie Cocktail Party, Palm Beach
Cure Cancer Australia
Prestigious event sponsored by Macquarie Bank to raise money for Cure
Cancer Australia
Key Achievements
Suggested & sourced Molly Meldrum to MC the event
Suggested & sourced Zimmermann fashion label to launch a new range
of swimwear at the event
Invited a number of high profile guests from my existing guest database
* Testimonials begin Page 4
June – July 2009 PR Consultant
Record Time Art Exhibition
A prestigious group of internationally & nationally renowned artists were
part of an art exhibition held in Melbourne
Key Achievements
Attained comprehensive media coverage of the event in the 3 major
newspapers of the city, plus the local press
Accessed fashion media by teaming up sponsorship with fashion label
‘Little Joe’ to the exhibit
Other work, in short, that I have been involved with as Event Coordinator / Producer or as
Creative Producer;
• 2007 Lexus Launch at Icebergs, Bondi Beach
• Dan Millman’s Australian Tour
• Oyster Magazine events – 10
th
Birthday, Christmas Party, MySpace
joint promotion, & the FLASH Photographic exhibitions & auctions -
an event that I conceptualised
* Testimonials begin Page 4
• ‘Cheap Monday’s’ Australian Fashion Launch
• ‘Parlour X’ fashion boutique’s reopening after renovations
* Testimonials begin Page 4
• ‘Tight Knickers’ t-shirt fashion label’s Australian Fashion week party
voted “Party of the (Fashion) Week” by the ‘Sydney Morning Herald’
• ‘Starlight Foundation’s’ fundraiser with band ‘Evermore’
• Official WRAP Party for Australian Fashion Week, 2005
• 2008 Swedish Embassy fashion event celebrating all brands
Swedish in Australia
• Produced & promoted the successful ‘Bondi Block Party 2003 New
Years Eve Party’

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Other event related work;
• National Parks Association of NSW: The Great Australian Bushwalk
2008 – sponsorship & marketing
• ‘Popstars’, Channel 7, 2004 – Assigned to assist judges Molly
Meldrum, John Paul Young, & Christine Anu
• ‘Rugby on the House’, Sydney Opera House – Rugby World Cup
2003 in Australia. Assigned to coordinate the celebrities involved.
These included; Roy & HG, Megan Gale & Jonah Lomu
• ‘Golden Guitar Country Music Awards’, Australia’s Country Music
Awards 2004, Tamworth - Assistant Stage Director & Art Department
Production
EDUCATION & TRAINING
1993 – 1995 Blue Mountains International Hotel Management School, Leura,
NSW, Australia
Advanced International Diploma in Hotel Management, Advanced
Diploma in Hotel Management, NSW
TESTIMONIALS / REFERENCES
In 2006 Sam organized & creatively conceptualized a sophisticated, elegant re-
launch party introducing the newly renovated & architecturally designed PARLOUR X. Two
beautiful young women who were members of Sydney Symphony Orchestra, played the harp &
flute dressed in Vivienne Westwood period outfits & were positioned in the window, the spectacle
of these uniquely talented musicians welcomed the guests. Laurent Perrier Champagne, Estee
Lauder & Universal Records, amongst many others, sponsored the function. This event was such
a huge success that it had every major social press coverage including Vogue, Harper's Bazaar,
the Saturday & Sunday paper's social pages & all local couriers. In attendance & spilling out into
the streets, were Sydney's creative & social elite; identities such as celebrated designers Camilla
& Marc Freeman, Josh Goot, Marnie Skillings, Tina Kalivas, Kirrily Johnston & Nicola Finetti...
Other well known personalities included Kate & Tom Waterhouse, The Keatings: Katherine,
Alexandra, Patrick & Amber, Martin & Michelle Walsh, Annelise Seubert, Charlotte
Dawson, David Evans, Siimon Reynolds, Jaynie Seal, Kelly Smythe, Elizabeth Ann
McGregor, Nick Tobias etc etc - just to name a few. Sam's dedication to this launch paved the
way to its immense success & for that I am most grateful.
Sam Coffey is particularly hard working & extremely capable. He has a distinct personable style &
loves to push creative boundaries & offers fresh aesthetic ideas. Sam is a total gentleman whose
approach is completely based on integrity & a job-well-done.
Eva Galambos, ‘Parlour X’ Director Web: www.parlourx.com
We’ve worked with Sam Coffey on a couple of projects, most recently the launch of our Little Joe
by Gail Elliott clothing store in Sydney and found him to be extremely professional and organized.
He did everything from the invitations, guest list, press coverage, catering menu, alcohol and wait
staff, to security and the hire of a red carpet, paying such attention to every detail - I felt
completely confident working with him and would do so for any event of ours in future.
Gail Elliott of ‘Little Joe by Gail Elliott’ : Web: www.LittleJoeNY.com
Sam organized Oyster’s much loved parties for approximately a 3 year period. He was wonderful
to work with as he listened to our desires, intermixed them with his excellent contemporary
knowledge base & instincts and then wrapped it all up with his personable hospitality skills. He’s a
pleasure to work with, has become a very good friend & I hope that we work together again in the
future.
Jonathan Morris, Proprietor of Oyster Fashion Magazine

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Sam Coffey is likely the principal reason that Ladylux Nightclub went from an empty bar with
potential to being established as the number 1 exclusive nightclub in Sydney at the time that he
left us. He put on the highest caliber of nights & events, which in turn attracted the highest caliber
of clientele. Sam has a great attention to detail, a great intuition & knowledge for what works, &
from experience I would recommend that those seeking promotional advice from him support his
ideas as we did. Scott Bayly, Proprietor Ladylux
Sam's attitude is extremely professional. His ability to source interesting events and turn around
reports quickly is impressive.
He has an excellent sense of what makes a great event & I would highly recommend Sam to any
employer.
Steve Rainey, Senior Account Manager, HotHouse Media & Events
Email: steve@hhme.com.au Web: www.hhme.com.au
Sam came to New York at my suggestion to work alongside me & experience some of the world’s
most prestigious & highest production value fashion events first hand. Sam’s lovely nature fit in
immediately well with the team & he added important value to the productions. If he had chosen
to stay on in New York he would have had ongoing work.
Kannon Rajah, Production Manager
We interviewed several party planners before deciding on Sam Coffey and his team for what was
a difficult brief. To transform my Cremorne, Sydney house into an evening in NYC while
protecting and moving all the furniture and fixtures and creating an unforgettable 40th birthday for
100+ people. The event was a huge success. With a crowd that has seen it all; many still say it is
the best party they have been to. Sam organized everyone, took care of all the details no matter
how small, managed the staff and the client and stayed around to make sure that everything went
off without a hitch. I couldn’t recommend him more highly.
Private Client, Andrew Stuart, Retired Senior Executive at Goldman Sachs
On behalf of the Board of Cure Cancer Australia we are delighted and all recognise that Barefoot
and Black Tie 2006 could not have reached the spectacular heights it did without the committed
and exceptional generosity and support of people such as Sam Coffey.
Lyn Stroud, Executive Director, Cure Cancer Australia
On behalf of Greenpeace Australia Pacific I would like to take this opportunity to thank Sam
Coffey for creating the photographic exhibition ‘Flash’ in conjunction with Oyster magazine. The
event was a great success. Our office has received plenty of positive feedback from those who
attended.
Joe Conneely, Director of Special Projects, Greenpeace Australia Pacific
Thank you for organising a brilliant birthday party! Every aspect of the night was just perfect.
Everyone commented on what a great night they had and many guests said it was the best party
they’d ever been to! Thanks so much for creating a really special, memorable and fun evening.
Private Client, Suzy Anderson, Senior Executive at Optus