February March 2018

A fresh resource for people who plan and manage meetings, events, business travel, promotions and incentive programs. Providing you with inspiration, guidance and great ideas.

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Page 33 of 75

MULTI- FACETED FUNDRAISER Luxury retailers convert to $1,000-a-plate dining venues in support of AIDS research F or the past 21 years, on the last Wednesday in November, iconic boutiques in Toronto's most prestigious shopping district become the scene of Bloor Street Entertains—a showcase of culinary delights and stunning decor. This year, the flagship fundraiser for CANFAR (the Canadian Foundation for AIDS Research) saw 15 venues transformed by floral and decor experts for the four- course dining experience. Since 2006, Seneca Event Management students have worked on Bloor Street Entertains as their fall project. "It's a learning lab on how to deal with clients," says John MacBride, professor and program coordinator. With the oversight of a faculty member, students are assigned a venue and charged with developing the decor concept and working with the venue and suppliers to bring it to fruition. This year, the students worked on six ven- ues, including the after party at the Four Seasons. While it's a fun night—"It's playful black tie, not stuffy black tie," says MacBride—the CANFAR team and CANFAR partners (venues, chefs and florists) make sure guests do not lose sight of the reason they are there. There are promotional ma- terials and red ribbons at each venue and welcome speeches from CANFAR representatives. "Bloor Street Entertains' long-running success can be attributed to the fact that it brings the com- munity together to support the cause," says David Kelly, marketing & communications coordinator with CANFAR. RIMOWA Tables were arranged in a hollow rectangle to frame the enormous floral arrangements that rose from the floor in the centre. A palette of black and white ensured the flowers took centre stage. Florals, Quince Flowers; Linens and Chairs, Chair Decor; Rentals, Event Rental Group; Event Design, Seneca; Photos, Alex Bruce FOUR SEASONS HOTEL Elegance drove the design decisions for this 43-guest din- ner. Opulent floral arrangements were paired with a navy and gold colour palette filled with candlelight. Name cards were embossed with wax seals as a final touch. Florals, candles and votives, Jackie O Floral Affairs and Event Design; Linens and Chairs, Chair Decor; Event Design, Seneca; Photos, Henry Lin STRELLSON The design team went for an uber-masculine vibe for this luxury menswear retailer, choosing rustic harvest tables, modern stemware and a centerpiece of tropical leaves. Florals, Nicole DiCarlo for Seneca; Rentals, Higgins Event Rentals; Event Design, Seneca; Photos, Alex Bruce STRELLSON FOUR SEASONS HOTEL BY THE NUMBERS 600 guests 15 venues $ 700,000 raised in total $ 108,842 raised at the silent auction, where items included trips to Tokyo, New York and Bora Bora, and luxury goods. Guest photos from top: George Pimental Photography; Mitchell Raphael Co-chair and model Coco Rocha 34 | Ignitemag.ca | February | March 2018 STRELLSON

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