• Sponsored

    Event Profile: GRAMMY’S® Official Sponsor Pre-Party

    Upstairs at The Pennsy Hosted a Celebration for Music’s Biggest Night

     
    POSTED June 27, 2018
     
  • Sponsored

    Event Profile: GRAMMY’S® Official Sponsor Pre-Party

    Upstairs at The Pennsy Hosted a Celebration for Music’s Biggest Night

     
    POSTED June 27, 2018
     
  • Sponsored

    Event Profile: GRAMMY’S® Official Sponsor Pre-Party

    Upstairs at The Pennsy Hosted a Celebration for Music’s Biggest Night

     
    POSTED June 27, 2018
     
  • Sponsored

    Event Profile: GRAMMY’S® Official Sponsor Pre-Party

    Upstairs at The Pennsy Hosted a Celebration for Music’s Biggest Night

     
    POSTED June 27, 2018
     
  • Sponsored

    Event Profile: GRAMMY’S® Official Sponsor Pre-Party

    Upstairs at The Pennsy Hosted a Celebration for Music’s Biggest Night

     
    POSTED June 27, 2018
     

Sponsored by The Pennsy Food Hall

With the GRAMMY’S® returning to New York City for the first time in 15 years to commemorate the 60th Anniversary, it was a natural decision to host the show at the world’s most famous arena: Madison Square Garden. The Pennsy Food Hall, which sits adjacent to The Garden at 2 Penn Plaza, hosted the Official Pre-Party for the Recording Academy Executives, their sponsors, and guests. 

The GRAMMY’S® Official Sponsor Pre-Party took place prior to the awards show on January 28, 2018. The event hosted 600 black-tie clad guests excited to celebrate music’s biggest night. While typically hosted in small area on the Red Carpet in LA, this year’s Sponsor Celebration was re-imagined, fitting the style and flair of New York. What resulted was a celebration much more elaborate than ever before.

A Red-Carpet Affair

Overlooking Midtown Manhattan, with views of Madison Square Garden right out the window, Upstairs at The Pennsy was transformed into an extension of the celebrity red carpet. All 6,000 square feet was carpeted to create the same aesthetic as if guests were on the red carpet itself. Recording Academy & Sponsor branded walls were fabricated and placed throughout the venue. Pink Sparrow created a custom bar where Absolut Lime – the official beverage of the show – served three specialty cocktails. Mary Giuliani Catering & Events provided musically-themed hors d'oeuvre, and Wizard Studios, the venue’s exclusive A/V vendor, designed the lighting and sound.

Behind-the-Scenes

Although the venue was booked one year prior to the awards show, planning really started to take shape in September of 2017. Working together collaboratively, the team included the Recording Academy’s marketing department, Joe Lewis Company, and The Pennsy Food Hall’s director of events.

Upstairs at The Pennsy is a completely raw space so all furniture, A/V and décor was brought in. Florals were provided by Bloom Design, DrapeKings laid out the red carpet, RentQuest supplied the night’s furniture, Pink Sparrow created the Absolut Lime-branded bar and Wizard Studios oversaw all the night’s A/V. It was a magical and music-filled night!

This was not The Pennsy’s first foray into the world of musical events. Previously, the venue was home to a round of American Idol auditions where Katy Perry, Luke Bryan and Lionel Richie discovered some of the music industry’s next big talents.

Sponsored by The Pennsy Food Hall

With over 16,000 square feet of indoor/outdoor space, The Pennsy is ideal for hosting corporate events, experiential activations, fashion events, cocktail receptions, charity dinners, product launches, movie premiere parties, Bar/Bat mitzvahs, social events and birthday parties. The Pennsy Food Hall offers specialty event menus for events large and small, and The Pennsy Bar menu is filled with custom craft cocktails, wines and beers, as well as several beverage packages available for your event.

The annual event raises funds for a food bank in style.

 

Find out what it took to run this multiple-month event.

 

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