THE PANEL
Michael Berg head of events, The Hospital Club
Jacqui Partridge creative and managing director, Partridge Events
Steve Smith creative director, Ear to the Ground
Dan Stanton managing director, Push UK
What are the main objectives of an after-party?
Dan Stanton From the PR angle, getting the right faces to attend and gaining maximum exposure. From an event angle, producing an amazing experience and communicating your message effectively.
Michael Berg To surprise, entertain, celebrate inspire and innovate. To elevate the brand by generating positive PR coverage and word of mouth. To bring together key stakeholders in a celebratory environment.
Jacqui Partridge The after-party must retain the same excitement and energy as the rest of the night. The main objectives of one are to create an atmosphere where guests can recognise and relax in the success of the evening.
Steve Smith Normally, it's to differentiate a VIP audience that requires extra-special care, attention and love. This could be clients, competition winners, corporate stakeholders, media or band members.
How do you measure the effectiveness of an after-party?
DS Ultimately, it is all about column inches, word of mouth and ensuring both client and guests walk away happy.
MB Apart from tangible factors, such as awards, column inches and direct feedback, I think a good indicator of success is the longevity of the word of mouth.
JP If the guests remember the purpose of the event and take this memory away with them, then branding, product placement and atmosphere have been effective.
SS You have to set the objectives. It could be media coverage, attendee quality or a happy chief executive.
How have after-parties changed in the past decade?
DS A decade ago they were more of a private celebration, now they have become a legitimate PR exercise.
MB Budgets are being scaled back. Ten years ago, brands were throwing money at parties, but now that there's such saturation in the market and people have to justify their bottom lines, they just don't have the budgets of old.
JP After-parties had less direction a decade ago. Today, these events are used as stages to carry different elements that are important to a night's success, such as branding, as well as product and personality placement.
SS They have become more extravagant and more of a must-do. The expansion of celebrity culture has driven the cult of the after-show party as an exclusive platform to sell everything from perfume to film tickets.
What does the future hold for after-parties?
DS With so many of the same faces attending, the challenge is to keep evolving with new ideas.
MB We'll see even more scaling back on budgets. Organisations won't want to be seen as being too extravagant and spendthrift. Now that the public and media are so savvy when it comes to celebrities attending events, organisations will have to work harder and smarter at finding other ways for parties to generate coverage.
JP After-parties will have a far more important role in the future. New technologies will allow us to be more innovative and creative, and design events that will hold far more excitement and purpose.
How will the credit crunch change after-parties?
SS My pet theory is that we will see something akin to the 1930s, where the super-rich super-partied and the struggling middle classes looked to conspicuous consumption for escapism. History tells us that in times of economic decline the film industry booms. So I think we will see some epic film premieres in the next couple of years. Ditto video game title launches.
MB Luxury brands and, possibly, film premieres will continue to have big budgets, but the more marginal brands will have to look towards more collaborative ways of working such as sponsorships, contra deals and brand partnerships. Parties will be stripped back to the basic elements and there'll be less production.
JP With the credit crunch comes budget cuts. To keep in sync with clients and the industry, a more practical and intelligent approach will need to be taken when designing after-parties.
What are the biggest challenges in creating after-parties?
DS The basics always have to be perfect. You can throw the best party ever, but if your guests have to wait 20 minutes for their coats at the end of the night, that's the memory they will take home.
MB Trying to gauge the precise element needed to create a wow factor for each client. And that's all to do with assessing their brand messages and who they're trying to speak to.
JP Bringing everything on budget, on time and realising your client's dream. The combination of these three elements can challenge any company. Accomplishing these aspects will keep you and your company constantly in demand.
SS The true quality of any event is the idea behind it, how much it is talked about and how well it communicates to the audience it targets.
If you had an unlimited budget, what would you include in your dream aftershow party?
DS Chartered flights to Cannes met by a fleet of vintage cars that will ferry guests to the Palais Bulles. Beautiful drinks, canapes by El Bulli and a huge, decadent, supper-club style dinner. Ikebana floral displays, Dale Chihuly glass sculptures and Eva Menz light installations. A performance produced by Mark Fisher, culminating in a surprise performance by David Bowie and Grace Jones.
MB I've always wanted to produce a huge, Vegas-style aquatic show with a swimming pool. It would be inspired by Esther Williams and the 1950s, with synchronised swimmers rising from the water and an orchestra with a crooning Sinatra-like singer, such as Michael Buble.
JP To re-create an elegant film set from the golden Hollywood era, but with a contemporary twist of having Kylie and Dita Von Teese entertaining.
SS A mock 1960s Soho blues den. Guests could do live karaoke with Keith Richards, Ronnie Woods and CharlieWatts from the Rolling Stones as the backing band.
EXPERTS' CHOICE
The four experts from our after-parties club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Michael Berg
Circus Space
Flower Cellars;
The Hospital Club
No 1 Piazza;
Shoreditch Town Hall
Jacqui Partridge
30 Pavillion Road;
195 Piccadilly
Leyton House;
Royal Opera House;
Wallace Collection
Steve Smith
St George's Hall, Liverpool;
The Gymnasium;
The Pavilion, Manchester;
Shunt Lounge;
Urbis, Manchester
Dan Stanton
6 Fitzroy Square
Cordy House;
Old Truman Brewery
Palais Bulles, Cannes
Vinyl Factory
SUPPLIERS
Michael Berg
Cover It Up
Creative Technology;
Gallowglass
The Force;
Rockit Events Production
Jacqui Partridge
DZD;
Great Hire;
The Ice Box
Palmbrokers
White Light
Steve Smith
Art Attack;
Audible;
DBN;
GBM;
No Chintz
Dan Stanton
Absolute Flowers;
The Recipe;
Reprint Graphics;
Squeeze;
Sweet&Chilli