Corporate Entertaining, Washington-Style

Prime Party Spaces Include Unusual Venues: Basketball Courts, Private Mansions, the Nation's Preeminent Library and Even the Redskins' Owner's Club.

ABSOLUTELY FABULOUS: THE CORCORAN GALLERY OF ART CHARGES ROUGHLY $10,000 FOR CORPORATE EVENTS.

The annual blowout bash hosted by Arlington-based Friedman Billings Ramsey last September typifies the new standard for executive entertaining in Washington. About 800 investment bankers, portfolio managers and other financial execs gathered in downtown DC one evening for a fun-filled "business casual" event, with a casino theme complete with roulette wheels, craps tables and blackjack stations (fake money, of course). Mood lighting and comfy plush velvet couches and chairs set the tone, while guests enjoyed martini bars, sushi stations and shrimp cocktail galore. And then there was the live entertainment. Contortionists, jugglers and palm readers performed and amused attendees, who were in town attending FBR's three-day annual investor conference at the Ritz-Carlton in downtown Washington.

But the party wasn't held in the hotel's ballroom. Instead, the event took place on two basketball courts at the Sports Club/LA, an independently managed fitness club located in the hotel. Black cloth draped over high, internal windows kept light out from the second-floor cardio loft overlooking the courts and helped transform the giant, two-story space for the event.

While swanky entertaining will always have a place in corporate America, a more casual trend has clearly taken hold in Washington. Even in the most elegant settings, business attire is more common now than black-tie. "People are dressing less formally," says Joan Eisenstodt of Eisenstodt Associates, who's been in the meeting and event planning business for more than 30 years. "Business attire conveys a bit more seriousness. It shows that we're serious about what we do." Then there's the fact that people don't necessarily want to deal with tux shoes, studs and bow ties. Asked about tuxedos, Northern Virginia Technology Council President Bobbie Kilberg says simply, "Our members don't like to get into them."

But even casual sports venues can be dressed up, calling for a suit and tie or a dress and heels. "If you have the means and the time, you can turn this space into anything you want," says Jennifer Winkel, the Sports Club/LA's food and beverage manager. Winkel notes that for one recent event, an enormous dance floor, a grand bandstand and laser lights were trucked in. But not every event goes for something different - the venue can be decorated to resemble a traditional, giant hotel ballroom, if desired. That's the look the Carlyle Group had in mind for a seated luncheon for about 600 planned during its investor conference last fall, held at the Ritz-Carlton in Washington. Dark navy carpet was brought in to cover the courts, along with skirted round tables, gold chairs, floral arrangements and china, silver and crystal. "It's really a unique venue," Winkel concludes.

Casual or not, corporate entertainers are clearly looking for new places to host their guests. And Greater Washington offers an incredible array of unusual event venues of all forms and sizes, many of which work wonderfully for top-tier corporate entertaining. It's the event venue that sets the tone of a special function. Sure, a nice hotel ballroom or a good restaurant (especially if it's new) may fit the bill, but to get that coveted, elusive "wow" factor, consider a venue with limited public access.

"Most people in DC have been to way too many events," says Eisenstodt. "Doing something different makes for a more memorable evening."

Perhaps the toughest venue to secure in Washington is the Great Hall in the Jefferson building of the Library of Congress, a stately Italian Renaissance-style space with vaulted marble ceiling, murals and mosaics that is usually reserved for congressional and Library-sponsored functions. "It's not easy to get, but I think it's fabulous," says Valerie Sumner, president of DC-based TCI Companies, which plans and produces corporate meetings and special events. TCI's client list includes companies that range from Kraft, Philip Morris and Morgan Stanley to Merck, Eli Lilly, USA Today and the Carolina Panthers. But 16 "outside" events are allowed after-hours each year, nine of which are slated for corporate functions (the remaining seven are nonprofit or cultural-institution events).

By far one of the most upscale and expensive venues for upper-crust corporate entertaining in Washington, the Library of Congress does not allow events that are primarily personal, political or fundraising in nature. Organizations must submit an event proposal to be reviewed by a committee, in which they propose a relationship with the Library or describe an existing relationship (i.e., sponsorship of a current or upcoming Library initiative). If the proposal is approved and accepted, a corporate contribution to the Library is required to secure the Great Hall, which doesn't include a required staff support fee or any catering or entertainment costs.

BOOK 'EM: A LIBRARY OF CONGRESS EVENT WILL COST YOUR COMPANY A $50,000 CONTRIBUTION, PLUS $5,000 OR MORE IN STAFF FEES.

Is such a venue worth it? Sumner thinks so. "It's my favorite venue in the city," she says. She raves about the view of the Capitol from the second level of the Library and describes in detail one upscale Library event TCI worked on a couple of years ago for top executives of "an international company in the healthcare industry." Executives were transported via prearranged sedan service to the black-tie event, the theme of which was American music through the eras. A reception on the main floor of the Library was followed by a seated, five-course French service dinner upstairs. The event emanated a regal aura, thanks largely to stairways lined with red carpet and "herald trumpeters trumpeting." Elevated floral centerpieces on every table, strolling musicians who provided background music throughout the entire event and docents on hand to answer questions about displayed exhibits (which often are created just for an event, based on the group's interest) made for a memorable evening. A post-dinner concert preceded coffee and after-dinner drinks, after which guests were whisked away in awaiting sedans.

But when selecting a venue for a corporate function, advises Sumner, it's best to focus first on the purpose of an event, rather than on a particular beloved venue. "You have to understand what the bigger picture is, the business picture," she explains. "These events are very expensive." Of course, given the economy, most companies are scrutinizing entertainment budgets more carefully than ever, and cutbacks are the norm. "We have not done a lot of events that have been customer related," says Geary Campbell, director of North American communications for Dimension Data (formerly Proxicom). "We did them a couple of years ago, but really, as you can imagine, with the economic situation businesses are facing, those are the first things that get cut," she says.

Careful selection of an event venue is important to ensure that company goals are met. Sumner talks about XM Satellite Radio's selection of Union Station for its product launch in September of 2000. "They're all about music and an exciting new venture into satellite radio," she says. It was important to make a statement, to announce the product and new home in Washington. Part of doing that well meant using a venue that reflected XM's mission, Sumner explains. Union Station, located near XM Satellite Radio's headquarters, offers a sense of resurgence or "revitalization of the city" that matched the company's goals of reviving and reenergizing the world of radio. "The CEO felt it had the presence he was looking for," adds Sumner.

Guests first took a tour of Eckington Place, where XM Satellite Radio studios are housed, and were transported to Union Station for a celebratory cocktail reception. Sumner describes the atmosphere that TCI helped create as "very bluesy, very jazzy," perfect for (what else from the operator of a satellite-based digital radio network?) a live musical performance from none other than the "Queen of Soul," Aretha Franklin.

Museums, of which there are many in Washington, also make appealing and interesting venues for corporate functions. "There's built-in entertainment," says Becky Ventorini, assistant director of special events at the Corcoran Gallery of Art, who mentions that the museum's current special exhibit, "Jacqueline Kennedy: The White House Years," is "a nice backdrop." But beyond a private exhibit viewing, museums often offer a stately space that feels special when opened after hours for an exclusive group. Late last summer, the Mid-Atlantic Venture Association held a networking reception at the Corcoran museum. "It's a beautiful, columned space," says Sean Coleman, managing director of the Reston-based venture capital fund Mercator Capital, who attended the event. "It has an aesthetic appeal that's very attractive, but it's not that intimate," says Coleman. "But it's certainly better than meeting in a law office or restaurant."

FedExField offers a wide variety of spaces for rent, including an authentic cigar and martini lounge appropriately named the Humidor Lounge.

The National Air and Space Museum is popular for corporate functions (similarly to the Library of Congress, personal, political or fundraising events are not permitted, but more than 100 special events are held at the museum each year). Lockheed Martin holds its annual awards function at the museum, and the Carlyle Group is planning a reception there this fall, complete with "lots of seating and food stations," according to Raz Neilson, director of sales at Occasions Caterers, who is working on the event. To secure the museum, a corporate donation is required, and the function becomes a cosponsored event hosted by the organization and the Air and Space Museum.

But what if a smaller venue is in order? A more intimate museum favorite is The Phillips Collection. Occasions Caterers' Neilson calls it "a little gem" for smaller corporate dinners topping out at around 100 guests (larger receptions can be accommodated). Arthur Andersen hosted a dinner at the Phillips a few years ago, to celebrate the 50th anniversary of Andersen's relationship with General Dynamics. Guests took a private tour of the exhibit on view and then enjoyed a sit-down dinner. "Because it was a 50th, things were done in gold," says Jennifer Trax, Andersen's marketing and business development manager. "Individual cakes [for each table] were dark chocolate with gold leafing and a chocolate disk on top saying 'Arthur Andersen and General Dynamics.'"

The Woodrow Wilson House is a unique option that works well for smaller retirement dinners or receptions. This venue, where Wilson lived following his presidency (the only presidential museum in Washington), can accommodate groups of up to 36 for dinner in the dining room or about 250 for a reception throughout the house. The garden in back can also be tented to maximize space. Law firm Shaw Pittman hosted an evening reception at the Wilson House for clients attending a conference in Washington. "We wanted to pick the most unusual spot in the city," says Alison Murray, the firm's business development manager, who likes historic event venues because they lend a unique element to a function. "It gives people something to talk about and it's another reason to go to the event." Murray points out that the Wilson House incorporates themes of presidential power and politics. "You can't get more DC than that."

But you can also hold a luncheon, dinner or reception in one of Washington's most gracious private homes, complete with an exquisite garden. As of about two years ago, the widely admired Evermay, a gorgeous Federal-style mansion located on 3 acres right in the heart of Georgetown, is available for rent. Built in 1801, Evermay is one of the last remaining historic estate homes in Washington, and even native Washingtonians tend to be eager to see it from the inside. In 1923, diplomat F. Lammot Belin bought the property, which remains a privately owned home in the Belin family, although nobody lives there now. Small, seated dinners can be accommodated in the dining room, while larger ones work well in the Orangery, a grand room measuring about 25 by 40 feet. Use of the back terrace, which can be tented and heated, increases capacity to 200 for a seated meal or 250 for a reception.

"We're not a factory event venue…[but] corporate events seem to work very well here," says Blair Downing, Evermay's property manager. "We've done everything from dinners to board meetings to receptions." Downing notes that a number of law firms and investment banks headquartered in both New York and Washington have used the venue. What makes Evermay special is that fact that it actually is a home, rather than a public venue. "We hear again and again that it feels like you're in someone's home," says Downing. "It's elegant entertaining in the heart of Georgetown. You walk in and you think you might see the owner walking around the corner."

But let's not forget today's preference for things casual. FedExField offers a wide variety of spaces for rent, including an authentic cigar and martini lounge appropriately named the Humidor Lounge. But again, spaces usually not open to the public are the biggest draw. "Our two owner's clubs are the most exclusive space we have," says Kristen Gardner, director of special events at FedExField. Located on either side of team owner Dan Snyder's box, the clubs offer a large bar and more than 20 flat-screen TV monitors, along with a view overlooking the Redskins' playing field. "These are the hottest spaces in Washington during games," says Marty Zug, a vice president at FedExField. "It's like a Who's Who of Washington." Snyder and his guests hang out in these clubs after games, living it up if the Redskins are victorious. The Owner's Club East exudes a laid-back feeling, thanks largely to two antique pool tables topped in red felt. The Owner's Club West, a bit more formal, is decorated in oak, marble and alabaster, with fine leather furniture.

Not sure if grand affairs are appropriate these days? Think luxurious event trimmings may be out of kilter with the times? It's true that a greater sense of responsibility is more prevalent now, inspiring some gestures such as the donation of intricate vegetable centerpieces to soup kitchens after an event. But the cutbacks in corporate entertaining are lessening. "It's definitely coming back," says the Corcoran's Ventorini. "Business is great." Occasions Caterers' Neilson agrees. "I definitely see the business coming back," he says. "Entertaining is a luxury item, but it has developed into an expectation and a necessity. Corporate entertaining will continue."