Magazine article Variety

Femme Forces: BEHIND THE SCENES

Magazine article Variety

Femme Forces: BEHIND THE SCENES

Article excerpt

Three high-profile event producers preview awards' season trends and reveal what it takes to keep the showbiz crowd happy

Deirdre McCready

SBE

THE INHOUSE EXECUTIVE

As vice president of special events for SBE, the nightlife and hospitality company, McCready's department oversees more than 3,000 events a year. One to top: the SLS Hotel South Beach opening in Miami Beach, where 3D images of monkeys (the hotel's logo) clambered across the building. Save the date for an even splashier opening for the SLS Hotel Las Vegas next year.

Trends: "With social-media integration, all details of an event can be shared in real time (so) the experience of an event overall is so important because every detail is captured and shared. Social media has changed the level of awareness and pushes out what we work on instantly."

The event planning process: "I start with the who: Who is the guest? Who is the audience? Start there and regardless of how many experiences they have had, people want to enjoy themselves and be pleasantly surprised. You have to know your audience, anticipate their needs and create new experiences."

Cheryl Cecchetto

SEQUOIA PRODS.

QUEEN BEE OF THE GOVERNORS BALLS

Cecchetto has produced the post-Academy Awards Governors Ball for 25 years and the Emmys for 16 years without losing an ounce of her infectious enthusiasm for the task.

Inspiration: "I listen to the client first of all and try to figure out how can we support (them). I find inspiration everywhere and if I don't get inspired, I look again. I go down to Hennessey Ingalls and sit in the bookstore, flipping, reading through books. I'm inspired by experiences, by looks, by people. The looks (of industry events) have to be smart."

Trends: "The use of modern materials and forms is one trend. For the Emmys we created a futuristic enchanted forest without one leaf. Events have crossed over and are very theatrical, with many more 3D impressions such as living sculptures. Decor tends toward bold, uncluttered designs and are so streamlined. Technology is all-important: Our floor managers can tell you where people are anywhere at an event by checking their iPads."

Samantha Sackler

SAMANTHA SACKLER PRODS.

THE PREMIER PREMIERE PRODUCER

Formerly a restaurant and nightclub publicist, Sackler transitioned into event planning when entertainment company clients began hiring her to produce parties at the venues she repped. …

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