Evolution of the Starfish Brand

Greetings faithful readers,

We often times get asked, “How did you come up with the name Starfish?”, so today I thought I’d take a moment to explain, for those of you who might be interested.

Starfish Creative Events is a strategically designed name, chosen to evoke the exact image the company is portraying. “Starfish” or “Sea Stars” are ocean creatures in nature and have five or more points deriving from one key center. This word dually conveys that our business is by the beach (located in Venice, CA) and that our services stretch into five key specialties all linking back to the event industry: Special Events, Mobile Event Marketing, Strategic Partnerships, Tradeshow Planning and Integrated Marketing.

Below are some fun facts about our lovely little starfish, that help further emphasize how we, the company, portray similar characteristics to our beach-laden friends:

Did you know? According to legend, the starfish symbol represents characteristics such as guidance, vigilance, inspiration and intuition.

Starfish Creative Events guides its clients with brilliance of inspired and intuitive ideas.

Did you know? Beyond their distinctive shape, sea stars are famous for their ability to regenerate limbs, and in some cases, entire bodies.

Starfish Creative Events helps its clients achieve regeneration through its unique branding tactics.

Did you know? Starfish have microscopic eyes at the end of each arm; this enables the starfish to view movement and differentiate between light and dark.

Starfish Creative Events uses its many eyes to ensure every last detail of your event is handled with the utmost care and professionalism.

Did you know? Starfish may well be the most unusual well-known creature. They have no front or back: they can move in any direction without turning. Rather than using muscles to move their hundreds of tiny legs, starfish use a complex hydraulic system to move around.

Starfish Creative Events has the unique ability to provide its clients with a complete 360 degree integrated marketing campaign, ensuring all possibilities and directions are explored.

Did you know? Starfish aren’t always symmetrical; they can rearrange their arms any way they please in order to fit through tiny airways.

Starfish Creative Events in committed to providing its clients with 100% satisfactory service, every time, no matter how unusual or complex the request.

Thus is the story of the evolution of our Starfish brand. Thanks for visiting, and we'll see you next time.

All the best,

*Stephanie*

GUEST BLOG - Food Trends in the Event Industry

WHAT SHOULD YOU SERVE AT YOUR NEXT EVENT?
Food Trends in the Event Industry

The question of menu planning is always important, as it is a major component in setting the right tone for your event. Having the right food options make your event memorable. Recent trends in the culinary world can help when creating your perfect menu. Just take a look at the three major food trends that are making way in the event planning industry; comfort, health and environmental consciousness.

COMFORT
We are in uncertain times and that is when we crave comfort food. Popular comfort foods such as spaghetti and meatballs, macaroni and cheese, Sheppard’s pie, chili, and pizza are now the inspiration for dishes that are served at events. The era of pretension is over and the focus is heading to less formal, causal and simple dishes. The goal is creating a menu full of flavorful dishes that include the simple components of our favorite comfort foods while still maintaining a chic vibe.

Tip: Look for a caterer who will evoke a memory based on comfort food flavors while also creating a new memory based on the innovative components of the dish. Find out if your caterer has a chef that is passionate by asking what the chef is inspired by. The answer to this question will tell you a lot about the food you will be served. Also, try and find someone offering these comfort inspired foods while staying health conscious.

HEALTH
More people are trying to improve their health and this means more well-balanced food options with fewer calories, less sodium, and more nutritious value. Events are likely to have a variety of “functional foods” which are foods that provide a health benefit beyond basic nutrition. Functional components include carotenoids, dietary fiber, fatty acids, prebiotics, soy protein, and vitamins. “Superfood,” is another buzzword popping up in the events industry. It refers to natural or supplemented food products that contain higher levels of nutrients for the number of calories. Top “superfoods” offering super health protection include; beans, blueberries, broccoli, goji berries, oats, oranges, pumpkin, salmon, soy, spinach, tea (green or black), tomatoes, turkey, walnuts, and yogurt.

People are choosing organic options as well. These types of foods are made according to certain production standards. Using conventional non-organic pesticides, insecticides and herbicides is greatly restricted. This results in higher nutrient levels and more antioxidants in organic fruits and vegetables compared with conventionally grown products

Tip: When menu planning, keep in mind that you can take greater control of your health (and your guest’s health) through the food choices you make. Keep in mind that your attendees are more likely to be calorie conscious. Look for a caterer that offers organic, functional and superfood options to appeal to the growing health concern. Your attendees will be appreciative of your effort for leading a better, longer and healthier life.

ENVIRONMENTALLY CONSCIOUSNESS
People are becoming more environmentally friendly and conscious of those who are and those who aren’t. This can come into play when planning an event by being one of those who are! Food is being purchased based on where it is grown, how it is packaged and what impact it has on the environment.

Sustainable farms focus on a way of raising food that is healthy for consumers and animals, does not harm the environment, is humane for workers, respects animals, provides a fair wage to the farmer, and supports and enhances rural communities.

Organic foods also have an environmental impact. Compared to conventional farms, organic farms do not consume or release synthetic pesticides into the environment — some of which have the potential to harm soil, water and local terrestrial and aquatic wildlife. Organic farms are better at sustaining diverse ecosystems - like populations of plants and insects, as well as animals. They also use less energy and produce less waste - waste such as packaging materials for chemicals.

Tip: Focus on using sustainable, local and organically farmed foods for your menu. You can take the initiative to help local famers and preserve the environment by choosing a caterer that uses environmentally friendly foods.


* When planning your next event, make sure to keep these culinary trends in mind. Most importantly, take time carefully planning your menu because the food will MAKE IT MEMORABLE*



Aryn Dimas is the President of Fairweather Catering, Starfish Creative Events' official catering company, offering chef services for businesses, large and small events, and intimate personal parties. Fairweather uses local farmers market produce, all natural free range meat products, and promotes health conscious cooking. For her, catering is not just about taste; it is about evoking a memory.

ContactAryn at fairweathercatering@gmail.com or call (424) 228-4424.

What, and Who, Makes a Great Cross Promotional Campaign?

Developing cross promotions between brands is one of my favorite parts of my job. I like them because these kinds of campaigns make all parties involved really happy. Each brand is able to utilize the other brands’ resources and existing marketing campaign, plus reach their audience.

When I worked for Konami Digital Entertainment I partnered their mega-hit video game Metal Gear Solid 4 with Anheuser Busch’s non-alcoholic drink , 180 Energy Drink. Demographically it made perfect sense, so we came up with creative ways to integrate both brands into a marketing campaign that appealed to males ages 18-34. There were quite a few elements that went into the campaign, but here are the highlights:

We came up with a great sweepstakes promotion on the nation’s top radio stations in which callers could win the game, cases of the drink, and an amazing home entertainment system, for a “Boys Night In” package. We designed co-branded window clings that were hung on all convenience stores refrigerator doors. And we incorporated specialty 180 drinks and recipes into many video game events, including the launch of Metal Gear Solid 4 at the Virgin Mega Store in Times Square. So we hit the consumers from many different angles, and really drove home the partnership and the brands in the audience’s heads.

When determining the scope of your campaign, remember to consider these questions:

Who is your potential partner’s audience? You should partner with a brand that shares a similar target demographic, but not quite the same. The idea here is to gain a wider audience base, not market to the same audience that has probably already heard about you because you’ve been tirelessly targeting their demo. Just last week I was getting a frozen yogurt at Red Mango, a popular frozen yogurt chain, and I noticed that they are offering a new pomegranate flavor using POM Wonderful juice. While both Red Mango and POM Wonderful are part of the food and beverage industry, therefore sharing similar goals, they have different primary targets – Red Mango targeting teenagers, POM Wonderful targeting an older 20-30 crowd. Yet their target ages are so close that it makes sense to partner to reach others’ market.

Take a look at Ford & Eddie Bauer. They share a similar demographic, but market completely different products, ensuring that there’s no built in competition. Instead they joined forces and developed an Eddie Bauer style Ford truck.

Is this a mutually beneficial alliance for the both of you? Both of you have to enter this deal feeling lucky you found each other (sort of like a romantic relationship J ). A good friend of mine, Clara, who is the head of strategic partnerships at a major corporation, gave me some great advice which I am now passing on to you: align yourself with brands that are just as, or more, popular than you. This can go many ways – while one of you maybe more popular with the mass market, what the other brand might bring to the table is a more industry-only following. Regardless, remember that this partnership has to be equal, or else there will be some sense-of-entitlement power struggles going on.

Can you effectively track the progress of the campaign? There has to be a way for you to track data as this campaign commences – whether it is driving your audience to a website or a phone number via a sweepstakes where they submit their contact info; or if your promotion is run on consumer packaged goods (such as on the box of Nabisco Triscuts like the Rachel Ray cookbook recently did) record the number of goods sold; or noting the number of hits your website received once the promotion went live - However you CAN capture data, do it!

How can you hit consumers through many different touch points? For those loyal readers out there, this may sound familiar because in an earlier blog post I talked about different ways to do this. For those who just happened to miss the posting, check it out on the February 12th posting entitled “Strategic Partnerships – The Best Kind of Marketing”

Is this campaign buzz worthy? You should always aim to generate PR. Gain eyeballs and awareness organically – I believe to be one of the most effective forms of advertising - by developing a campaign that’s either the first of its kind, or is relevant to a major issue or hot topic of the times. In today’s times, a campaign revolving around winning a huge cash prize, or one giving financial advice, hits home to many because of the state of the economy. Or one that promotes childhood exercise is another good one, since the country’s obesity rate is the highest it’s ever been.

So go out there and find someone that makes you happy, and then make a beautiful campaign together!

Gail

EVENT RECAP – Shaimus Record Release Party

Last Wednesday evening, Starfish Creative Events had the pleasure of assisting our good friends –and fellow Boston Alums—from the awesome rock band SHAIMUS (http://www.shaimus.com/) launch their sophomore album with a release party at The Mint in Los Angeles.

The band packed the venue with music press, industry peeps, enthusiastic fans and long-time friends for an energetic evening of music and merriment.

Genevieve Lopez (http://www.myspace.com/genevievelopez) and Brian Titus opened for a jovial crowd, and eased in the night with an acoustic set of supple pop-folk melodies.
The band gave their fans an inside look into the musician life with a “Making Of” video chronicling what it took to produce their newest album, The Sad Thing Is, We Like it Here. They also showcased their newest music video of their catchiest song yet, “Turn the Other Way”.

Host Adam Kerpelman raffled off door prizes of coveted band merchandise before, finally, SHAIMUS took the stage. They played the entire album through and through, ending with an explosive encore performance of their hit song from Guitar Hero (and my personal favorite), “All of This”. The crowd went wild.

Featured drinks throughout the night included band member favorites – Jameson shots, Jager Bombs, Guiness pints, Appletinis and Coke with Ice. Can you tell which drink is who’s? Attending press included joystiq.com and Coin-Op TV, who reviewed the event on last Thursday’s webcast. Check it out here: http://www.thestream.tv/watch.php?v=1257

More incredible photos from the event can be found on the photographer’s website -- http://thephotobar.com/shaimusfavorites/. After seeing what he can do at this event, SCE officially recommends Mike Tabolsky for all your photography needs.

For more information on Shaimus, or to buy their newest album , visit their website at http://www.shaimus.com/.

Thanks to everyone who came out for the event!

Until next time,
Stephanie

St. Patty's Day Party Ideas

Whether you're Irish or not, St. Patrick's Day is one of the most highly anticipated party holidays of the year. So, if you want to throw a party your guests will be talking about for years to come, take some tips from an event professional who's spent many a St. Patty's Day in Boston - where they know how to do it up right. Here, my top 5 party ideas for March 17th:

1.) Your St. Patty’s Day celebration should start as early as possible (the Irish don’t mess around), so throw a “Kegs & Eggs” party in the morning hours, featuring bottomless cups of Guinness and Green Eggs & Ham (Dr. Seuss was Irish too, you know).

2.) If you have a big enough backyard, throw an “Irish-Fest” at your very own house! Like the official one in Dublin, but on a smaller scale, your party should feature the following:

**Beer, beer and more beer (Murphy’s, Guinness, Smithwick’s, Harp, etc)

**Upbeat, Irish band music (think Dropkick Murphy’s)

**Traditional cuisine (corned beef, potatoes, stew, soda bread, shellfish)

**GAMES: Set up a horseshoe pit, rent a moon-bounce for the kids, play pin the top hat on the leprechaun, water balloon tosses, corn hole, and more. The possibilities are endless, and how many games you have depend on how much space is available. If you want to go a step further, develop a point system and make score-cards for guests to tally their totals throughout the day. Then, at the end announce a winner, who gets the “pot ‘o’ gold”, or a grand prize. What the prize is will be completely based on your budget, but should include items that are green, Irish-centric and lucky (ideas include shamrock party favors, Irish music CD, DVD of Boondock Saints,scratch-off lotto tickets)

3.) Reserve a table or rent out a room at your favorite local Irish Pub, and let the shenanigans ensue.

4.) Host a Scavenger Hunt Irish Pub Crawl. Choose 5 or 6 of our favorite local bars (preferably in the same general area) and create a schedule for the day. DO NOT tell your guests where they will be going; instead, send them a clue to the first bar in the invitation. You may want to note on the invite that a requirement to get the second clue is to wear green. This is an “Audience Participation Required” event! Those who are clever enough to make it to the first bar and ARE wearing green, will be given the clue to the next locale. At each location, create another task for your guests to complete before they get the next clue (i.e. drink an Irish Car Bomb). At the last bar, hide some kind of prize (see “Pot ‘o’ Gold ideas, above, for examples) – whoever finds the prize first is the winner! This sparks a sense of competition and mystery to the day and makes it fun for everyone involved. FYI, I HIGHLY recommend contacting all the bars before St. Patrick’s Day and giving them a heads up – If they know you’re coming with a large group, they may let you bypass the lines.

5.) Attend your local parade or festival, and dress up with pride. Gather your group and make hand-made matching t-shirts (break out the puffy paint!). Use face paint, temporary tattoos, green beads, top hats and more to show your support of all things Irish!


Happy Frolicking!


-Stephanie

Graphic Design Tips for the Non-Designer - GUEST BLOGGER Chandra Willard

“Can you take a quick look at this? I made it myself.” If you’ve asked a graphic designer this before, these tips are for you. Maybe it’s for a last minute corporate presentation, event invitation, or concert flyer that had little or no budget to hire a professional graphic designer.

Here are some basic graphic design tips to help you create an attractive piece that communicates clearly and effectively.

Keep in mind that these are the basics. A professional designer can purposefully and effectively break these guidelines and achieve a successful piece.

Determine hierarchy
What is the one message you need people to walk away with? Pinpoint it and then emphasize it using the techniques below. Groups of information will fall beneath this according to importance.

At the same time, keep similar information in close proximity to one another. It’s your task to direct the reader through the piece effortlessly. For example, if you tell the reader to RSVP, immediately tell them when and how.

Keep it simple & consistent
Use only the necessary elements to support and enhance your message, rather than distracting from it with extraneous icons, graphics, or images. The main goal is to develop a piece that communicates your message. Too many items can distract.

Once you make a decision regarding type treatment, color choice, or image use; apply the same formula throughout the piece. This will make it feel like a solid whole versus bits pasted together.

Color
Effective use of color is an easy way to add character and draw attention to important information. For example, consider a specific color for the headline. Keep it simple by using a limited color palette that suites your event, presentation, etc.

Fonts
Choose one or two fonts and use them in same manner throughout the piece. Ten plus fonts on one page have been known to cause migraines. If you want to use a font with some additional character, use it for headlines and then a simpler, complementary font for body copy. Be deliberate and consistent with font choices. Avoid all too commonly used typefaces like Comic Sans or Times New Roman. Instead try something like Helvetica or Garamond. Here are some free fonts to consider: http://www.alvit.de/blog/article/20-best-license-free-official-fonts

Images
One strong, appropriate image can quickly communication your message and grab a reader’s attention. If in search of an image, take a few minutes to visit a stock photography site, such as www.istockphoto.com. A unique image will add some authenticity to your piece. Avoid using computer clipart that screams “Don’t look at me, you’ve seen me before.”

Align
For a quick, basic, clean layout keep everything aligned to the left. Don’t be afraid to tab in some key information, but keep the variations to a minimum for consistency sake.

Let it breathe!
You have the headline, copy, possibly an image­­–now make sure it all has room to breathe. Leaving white space around elements allows the reader to focus in on an area without getting immediately distracted by another item. A cluttered, over-filled design feels chaotic and is likely to be skipped altogether by the reader.

Print & review
Once the layout is complete, take a step away for a few minutes before reviewing. Next, pass it on to a fresh set of eyes for a second look. Focus on important information: dates, names, web address, or contact information. Have a number listed? Give it a call! Might sound crazy, but you never know what you’ll catch.

Be proud! You just finished a piece that won’t make a designer cringe. Don’t forget to have fun too and before you know it applying these tips will be second nature.

** Oh, you thought I was done? Please note that there is only one space after all periods above and you should do the same. Easy, right?

Guest Blogger Chandra Willard lives in Boston, MA and works as a graphic design artist for Boston University, her alma mater. In her spare time, she does freelance design work. Chandra is a preferred designer for Starfish Creative Events.

LA Hot Spots: Oscar Viewing Parties 2009

It’s that time of the year again, folks! The 81st Annual Academy Awards are coming our way this Sunday, February 22nd. Since not all of us are lucky enough to get a ticket to the Kodak theatre for the big show, I compiled a list of open-to-the-public Oscar viewing parties taking place around town that are sure to put you right smack in the middle of the glitz and glamour, and may even help you land some Academy-hopeful celebrity sightings:

“Night of 100 Stars” Party at the Beverly Hills Hotel
You'll find some of the celebrities who don't have tickets to the Kodak Theatre for the Academy Awards at the annual "Night of 100 Stars" party in the Chrystal Ballroom of this famed hotel. $1,000/person gets you a reserved table seating, dinner and open bar. Tickets are limited. Call (323) 874-0716 or email nightof100stars@aol.com for tickets and information.

APLA Fundraiser at The Abbey
Join celebrity host Jennifer Love Hewitt and party with the fun boys at APLA’s 8th Annual Oscar® viewing party at the Abbey Food and Bar in the heart of West Hollywood. Guests will enjoy a classic, red-carpet entrance, cocktails, buffet dinner and plasma-screen telecast viewing inside the city’s hottest nightspot. Proceeds will benefit APLA programs and services in Los Angeles and beyond. Limited number of seats available. To reserve your tickets or tables, or to get more information, please call (866) 679-0958.

AIDS Healthcare Foundation Party at the Beverly Hilton Hotel
Entertainer Connie Stevens will be honored by the AIDS Healthcare Foundation. Large screens and television monitors will show the awards program. Presenters are Jeff Trachta, Renee Taylor, Joseph Bologna and Merv Griffin. For $150/person, you get reserved seating, open bar and a elaborate buffet dinner. Call (213) 860-5200 for tickets or more information

PAL Fundraiser at the Hollywood Museum
This fundraiser for the Hollywood Police Athletic League is just about as close as you can get to the Oscars without being inside the Kodak Theatre – the museum is just a few steps from the red carpet. For $100 a person (plus service charges), the event includes museum admission, a champagne bar for the first 2 hours, a dinner buffet during the screening, and dancing after the awards. For tickets and Info call (323) 464-0808, ext. 10

“A Taste of Hollywood” Party at the Hollywood Entertainment Museum
``A Taste of Hollywood'' features a menu of food from various well-known LA restaurants, including Water Grill, Chasen's, Louise's, Wolfgang Puck Cafe, Hamburger Hamlet, Tidal Wave Seafood, Fabiolus, Fenix, Pangaea, Ocean Avenue Seafood, Fix and Ritz Carlton Marina del Rey Hotel. With giant screens, a montage of foods and prizes for game winners at $100/ticket for nonmembers, you can’t go wrong here. Tickets and more info at (213) 960-4806.

Viewing Party at The Bistro Garden
Located at 12950 Ventura Blvd. in Studio City, The Bistro Garden is setting up large TV monitors all over the venue and serving a grand buffet dinner. All inclusive price is $48/person. Call (818) 501-0202 for reservations.

Oscar party at Busby's East
Hosted by the Socal Movie Fanatics, fans who didn’t make the Kodak guest list will gather for the 2nd annual Oscar viewing party. $26/person will get you admission, a self-serve appetizer buffet, soft-drinks, and a chance to win prizes in the Oscar Ballot contest. The only thing not included is the booze, but luckily Busby's has a fantastic bar. For more information, call (323) 525-2615.

If you can’t get in to any of the above-mentioned parties, then sneak your way into any bar on the Sunset Strip. Check out the brand-new Andaz Hotel (formerly the “Riot” Hyatt), where Kate Bosworth is hosting a party Friday night or the infamous Sunset Tower Hotel, the venue for Vanity Fair’s post-Oscar bash.

Of course, if you’d rather judge the stars’ lavish looks from the comfort of your own living room, never underestimate the power of a house party. Download some Oscar ballots and bingo cards, invite over all your friends, and have a low-key night. Then smile knowing your feet won’t be killing you by the time they announce Best Picture winner, Slumdog Millionaire (don’t fret – it’s just my voteJ).