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Holiday Celebrations Jingle Back

By Beth Buehler

Since the start of the pandemic, the nature of corporate holiday events has shifted. Are they happening, what do they look like, and are groups going big or remaining conservative? To find out, Colorado Meetings + Events reached out to local experts, ranging from destination management companies (DMCs) and event planners to venues, caterers, florists, and other suppliers. As of writing this at the end of summer, most say bookings and inquiries are rolling in at a steady pace.

“Clients are looking at decor ideas, head counts, locations, looks, and themes,” says Cindy Ollig, owner and designer at The Perfect Petal in Denver. “They are in the planning and dreaming mode but feel confident about booking. Most of our holiday hotel clients are going forward with additional decor last year at an average rate [of increase at] 20%.”

Her colleague, Senior Event Designer Katie Nolan, agrees. “For now, [clients] that I am proposing [events] for during the holidays do not seem to be worried about sparing expenses, so that’s great news.”

In fact, groups have been going bigger throughout 2022. “It has been more than holiday events. We have noticed all year more money and energy being spent on events than in 2019,” says Josh Abbott, general manager of Fun Productions in Aurora. “I believe people just need to gather so badly that they want to make up for lost time.”

It’s also about employers recognizing the intense challenges of the past few years, wanting to reward their teams, and providing a chance to relax and blow off some steam. “We are seeing companies going all out for their events,” says Dawn Abbott, owner, CEO, and the other half of the mother-son team guiding Fun Productions. “People are looking for their employers to help them have a more balanced, fun life, and companies are realizing this is necessary to keep their ‘A’ players.”

She adds, “I believe the hybrid workforce requires more in-person gatherings to reconnect. We are seeing higher attendance at events; pre-COVID-19, you would see averages of 75% of invited employees show up, where now it is closer to 90%.”

Event Types & Trends

Another longtime industry pro, Chris Starkey, a partner at Denver-based Imprint Group, confirms that large, fully live, themed events are back. “We are seeing a lot of the immersive experience with Meow Wolf [an immersive art exhibit] sweeping the nation, as well as staged productions that are popping up everywhere. Live events are following the trend where the audience is very much part of the theatrical experience,” he says.

Imprint Group created a vibrant and immersive space for a holiday event.

Imprint Group

“Community giveback was a large component before the pandemic, and [now] it is bigger than ever, so much so that some holiday events are not happening and moving toward engaging in a charitable function,” Starkey adds.

For Fun Productions, events are ranging from small casino holiday parties to large galas for 300-plus people. “I have noticed a shift from casino events to events that are half casino with additional items thrown in for the non-gamblers,” Josh says. “Sports and bar equipment, photo booths, giant games, and event inflatables are big this year. We are also seeing a lot of fun family events for the holidays, versus the dressy, adults-only parties.”

Holiday parties are similar in size as they were pre-COVID-19 for Imprint Group’s repeat corporate clients, confirms Kiley Falcone, account manager for the Denver-based experiential event group and DMC. “We are seeing parties in the 500- to 1,000-person range. Types of gatherings are your typical holiday reception with light bites, appetizers, and entertainment … something that you can stop by and stay all night or go to a dinner afterward,” she says. “Otherwise, some of our corporate clients have moved to more intimate holiday gatherings and doing smaller dinners or something of that nature.”

For one client holding an event at Gaylord Rockies Resort & Convention Center in Aurora, Imprint Group is helping create a whimsical wonder house. “Think fun house with a holiday twist,” Falcone says. “Otherwise, I am seeing simple, elegant winter looks making a comeback for the more intimate holiday parties.”

As You Wish, an event planning and concierge business in Denver, is planning corporate gatherings for 100 to 250 guests with some clients booking larger, wide-open venues such as Mile High Station for a casino night or themed event, while others are securing hotel spaces in Cherry Creek North and holding events in downtown offices. “Most companies haven’t done holiday events in the last two years, so there is more of a budget with wiggle room, and they want to celebrate staff,” says Allison Farrar Welch, owner of As You Wish. “They can bring spouses and guests, whereas last year maybe it was a nice luncheon for the team.”

On the food and beverage side, energetic themes and playful stations are being requested more than formal plated dinners. “This style ensures an upbeat, positive vibe without a focus on lots of presenting/talking and ample spacing for individual comfort levels in gathering with others,” says Colbért Callen, sales and marketing director for Footers Catering and Social Capitol, the Footers’ on-site venue in Arvada.

An event by Footers Catering Company at Ironworks

From the Hip Photo

One COVID-19 trend she appreciates is individually portioned small plates served at stations, which increases health safety and provides efficiency in service and presentation. “We are finding companies being open to more adventurous station menus as well. Menus no longer have to fit the beef-pasta-salad holiday model. Street tacos, Asian fusion, and risotto bars are making their way onto many more holiday menus to reinspire event concepts coming back from the pandemic,” she says.

Modest or All-Out

Imprint Group is seeing both ends of the spectrum, from in-house gatherings to big splashes. “I have clients opting to do events in the office to make employees feel a bit more comfortable … and bringing in entertainment, food, and beverage. These events are on workdays to entice people to stay in the office for the day and enjoy time with their co-workers in a fun setting at the end of the day,” Falcone says.

“On the other hand, we have clients going all-out,” she says. “These clients are usually corporations like banks and credit unions, where their employees are working in the office as opposed to remote and seem to feel more comfortable. We are pitching in on everything from decor to entertainment, food, and beverage.”

Footers Catering can help create holiday magic at a wide range of locations as well at its own venue, Social Capitol. “Corporate holiday events are back with big guest counts. We are also excited to hear many wanting to go all out with the wow factor. This is a company’s biggest opportunity of the year to show employees how much they appreciate them,” Callen says. “After many cancelled holiday celebrations over the past two years, companies have pent-up budgets and pent-up reasons to celebrate.”

Venue Outlook

We also checked in with VenuHub, a network of 130 venue sales team members and over 450 individual event spaces along Colorado’s Front Range. As of mid-August, VenuHub received 22 inquiries specific to holiday events for groups of 22 to 1,000. “This year, the hot date is Saturday, Dec. 10,” says Dawn Williams, founder and CEO.

While 2019 was a record-breaking year for most venues, 2020 was nearly nonexistent, and 2021 was full of uncertainty with most clients seeking venues willing to provide full refunds or holding off on large traditional gatherings, she says. “It’s our sincere hope that 2022 will be full of celebrations of all sizes.”

Mission Ballroom is an ideal location for holiday festivities or concerts.

From the Hip Photo

Two VenuHub members indicate that this is indeed the case. There has been a return to pre-pandemic levels of interest for groups of 150 to 300, says Jennifer Robinson, director of special event sales for AEG Presents—Rocky Mountains, representing 1stBANK Center, Bluebird Theater, Fiddler’s Green Amphitheatre, Mission Ballroom, The Gothic Theatre, and The Ogden Theatre. “I’ve had mostly inquiries for our smaller historic theater venues, The Bluebird and The Gothic,” she says. “These are great because the client can use the concert-quality sound and light systems for their entertainment.”

Rita Rollman, director of Grant-Humphreys Mansion in Denver, has received a slew of calls for the 2022 season. “It’s a giant leap forward. I have booked two holiday parties and have three outstanding inquiries for holiday parties this week alone,” she says. “I had zero inquiries in 2020 and only a mild handful in 2021. Groups were very hesitant to book in 2021, and the ones that did book, booked later than usual … October or even November for December parties.”

Things to Consider

The impact of the pandemic on the meetings and events industry is still being felt by suppliers. “COVID-19 really hurt our industry,” Josh says. “The events industry as a whole is understaffed. Folks were forced to sell vehicles in their fleets, and some companies had to downsize to smaller buildings to stay afloat. This means that companies that could handle six to eight events in a single day can now only handle four to five events in a day.”

Due to pent-up demand and the postponement of events from the past two years into 2022, Welch suggests booking holiday gatherings as far in advance as possible to secure favorite caterers, venues, rental companies, and more. Josh concurs. “I cannot speak for everyone in the industry, but Fun Productions is already closing our books for some December weekends as we are already sold out.”

asyouwishcolorado.com

footerscatering.com

funproductions.com

imprintgroup.com

theperfectpetal.com

venuhub.com

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