Billy Cook Demo at CCSF

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My CCSF events class had a demo today by Billy Cook, Executive Designer for Taste Catering and Event Planning (SF). He explained the nuts and bolts of working with clients on large events, such as corporate parties, retail events and conventions. He pointed out an important difference between these types of events and events like weddings. In weddings, small details matter because you are creating a life-long memory for the bride & groom, who will look at the flowers/design over and over again in photos & video, as opposed to corporate events, where it’s important to make an immediate impact, and the priorities are different. The flowers only have to look fabulous for one night, and they will most likely be composted when the event is struck. Companies invest time and money in events for various reasons, but they are always going to move on to the next one (one would hope the newlyweds aren't thinking this way). The key, Cook said, to all this is relationships, your personal network. He recommended a recent NY Times article, Generation Sell, that focuses on Gen X and the idea of personal branding.

Mock-up of a small plates table design with LED
lights and arrangements of succulents.

He talked about the cycles involved in event work: the frenzy of creating and installing the event, and the downtime when you can do research and sales. Corporate events have cycles too, he explained, The winter holiday season, fall and spring are busy, with the summer months of July and August being the slowest. January and February, which seems like they would be slow times, are taken up by an active convention schedule.

The most requested look, he said, is shabby chic, refined yet simple. Another popular look is the “barn” look: rustic, rough fabrics like burlap, textures, mosses, plants. The farmer’s market look is also in demand: wood, mason jars, metal tubs, weeds, vegetables, plants and textures. All types of sustainable, organic, local materials are in, and succulents are gaining in popularity with corporate planners.

He also gave us some practical tips:

• Glass containers are the most useful and flexible. You can change the look of them in many ways: wrapping them, colored water, filling them with different materials. Imported ceramics are also important.
• He showed us flat plastic bases with LED lights built in to use as accent lights under arrangements and other ways.
• He talked about the trend toward “small plates” displays (as opposed to buffet lines), and good ways to decorate them (photo above).
• He wraps all vases and glassware in plastic wrap to keep them clean and protect them from scratches.  He commented that plain hot water cleans most of the glass, and he would use vinegar or ammonia on stubborn film and stains. Not only are clean materials and vases important because they look professional, but the flowers are closely tied to food service, and no one wants to look at dirty glassware while they eat.
• Taste Catering is a certified Green company. Other than recycling and composting, there are things you don't think about like the chemicals commonly used to enhance floral blooms and wastewater.
• Avoid fragrances, and branches/stems that might poke someone.
• Be familiar with the inventory at furniture and linen rental companies. After the lighting, he said, linens have the most dramatic effect on the room.
• He mentioned that Taste gives back to the community by donating to fundraising events for non-profits, and that he enjoys the challenge of designing for them, especially for Meals on Wheels.

As you can see by the photos above, he managed to tell us all this and still demonstrate some lovely centerpieces.  We were all thrilled to hear such down-to-earth, practical information about the events business. Thanks to Billy and Jenny Tabarracci for working this out.