THE PANEL
Mike Kershaw chairman, The Concerto Group
Christopher Palmer-Jeffery CEO, European Events
Tim Stevens director, Best Parties Ever
Georgina Woollams PR and event organiser, Partypr
What are the key elements for producing a Christmas party?
Georgina Woollams Originality. It has to be entertaining, provide some kind of drink package, and be different from the year before.
Mike Kershaw The right venue is always a good foundation, but you must make sure you choose excellent caterers and fantastic entertainment too.
Christopher Palmer-Jeffery Forethought and preparation. Whether it is an exciting personalised HTML email or a notice pinned above the photocopier, the process starts there and you must engage the audience.
Tim Stevens You have to ensure that everything, from the visual aspects of an event through to the behind-the-scenes activities, is thought of. Spectacular scenery or theming is also important, as it is the first thing guests see.
What are the most challenging factors you face in creating a Christmas party?
TS Surpassing the previous year, building on and enhancing that 'wow' factor. Finding entertainment that is different and interesting, and coming up with a theme that is fresh and original is a tough challenge.
GW Collecting all details, such as menu choices, dietary requirements and the total number of guests. I can create a wish list for the client to choose from, but getting a confirmation of what they want takes a long time.
MK Remembering that you are never going to please everyone is important, but choosing options that will not offend are imperative.
CP-J The venue must be accessible, all dietary requirements catered for and entertainment tastes covered.
How is their success measured?
MK I suppose the easy answer, for most Christmas parties, is how full the dance floor is.
TS A party's success is measured by its ambience and atmosphere. It is also important to monitor how the evening ran in terms of timings. A debriefing exercise will prove invaluable and help ensure future events are even more successful.
CP-J It is crucial to set clear objectives from the very beginning. These can then be measured against delegate, director and client feedback.
How have the budgets for Christmas parties changed in the past five years?
TS Clients are seeking more cost-efficient solutions, with value for money a key consideration as companies scale back on their activity and budget. Where corporate clients may have held one large party for all their staff, they are now looking at smaller departmental parties, with smaller budgets.
MK Budgets tend to have gone up with inflation, but the challenging financial markets have had an impact. Most companies are aware of the importance of their Christmas party for staff morale and for the message it sends to clients.
CP-J Most of the larger organisations now have a defined procurement process, which means due diligence is now a key element.
What is the most impressive Christmas party theme you have witnessed that wasn't your own?
GW The Tesco Gothic Horror party at Knebworth Barns was so original, with lots of entertainment, including live gargoyles and Thriller dance routines. There was so much theming, with the building clad as Dracula's castle, the cloakroom made up as a prison and themed food. It also included a live head on a plate as part of the buffet.
MK Pop Arty! was a theme by the creative team at Mask to dress the Atlantis Gallery at the Old Truman Brewery. From the soaring ceilings hung dramatic lighting globes, while the walls were dressed with huge canvases, such as Andy Warhol's Marilyn Monroe. The retro style truly embraced the urban and fashionable location of London's Brick Lane.
What has been your most hostile audience and how did you counter it?
CP-J We have had the occasional disgruntled guest. The key is empathy and non-confrontational methods.
GW When alcohol is involved there can always be a few problems, which is why security is essential for festive events.
MK A very funky company came to us with a small budget. The staff turned up reluctantly, with great dress sense and bad attitudes. However, as they entered the venue they were wowed by the lighting, theming and props. We kept the Champagne flowing and asked for a suggested playlist beforehand to keep the crowd sweet until the end.
If you had an unlimited budget, what theme would your dream Christmas party be?
CP-J I love being able to give guests a taste of different nations. I would start in Reykjavik for vodka cocktails, before moving to Scandinavia for moonlit ice-skating, through to Southern France for dinner and wine tasting. Penultimately India for a Bollywood-style show, before finishing in Tokyo in a karaoke bar, all in the same venue.
GW I have always wanted to take over the courtyard of Somerset House with a glass marquee that looks out on to the ice rink.
MK I would love to organise a party that featured music from the 1960s to the current day, with areas themed to represent each era. I would have lots of look-a-like artistes and a variety of bands playing music from each decade.
EXPERTS' CHOICE
The four experts from our Christmas parties club reveal their favourite venues and suppliers for producing the perfect event.
THE TOP FIVE VENUES
Mike Kershaw
Bloomsbury Ballroom;
Delfina
Freemasons Hall
Lindley Hall;
Old Billingsgate
Christopher Palmer-Jeffery
The Bloomsbury Club;
The HAC
Tower of London
Savoy Place
Tim Stevens
Kent County
Showground;
Legoland;
Syon Park;
Thorpe Park;
Towcester Racecourse
Georgina Woollams
Twenty four London;
Beauberry House
Il Bottaccio
Troxy;
Village Underground
THE TOP FIVE SUPPLIERS
Mike Kershaw
Create
Full Circle;
Hawthorn
The Ice Box
Vibration
Christopher Palmer-Jeffery
Arena Structures;
Creative Draping;
Delta Sound;
Events TSL;
White Light
Tim Stevens
Acclimatise;
Carlsberg-Tetley;
GL Events;
Spaceworks;
Thorns Group
Georgina Woollams
The Admirable
Crichton
Blonde Productions;
The Ice Box
The Stunning Tents Company;
Theme Traders