From living garden statues at the cocktail reception to dinner tables decked with pots of lavender and rosemary, the “Where Hope Grows” theme infused nearly every aspect of event production. But the garden references had a meaning that went beyond aesthetics.
The Society's theme is always centered around their mission. When they first started brainstorming for their 2019 theme, the American Cancer Society focused on the phrase stronger together. Like the root system of a tree, connections running deep, intertwined, and stronger together. With the tree as an anchor symbolizing strength, they felt that together the world can grow hope for a future without cancer. From there, ‘Where Hope Grows’ was integrated into every aspect of the event.
During the cocktail reception, the 800 guests explored a touching installation dubbed the “Garden of Hope.” The candlelit tunnel of smilax vine showcased photos of the event’s honorees and those whom the Society called “loved ones lost.” During dinner, guests sat under a massive chandelier made of willow branches. Leafy photo ops abounded, with several living walls set up throughout the ballroom, and a video booth let guests pose on a swing in front of a hedge-like wall.
Even the cocktails got garden-inspired treatment. At one interactive station, guests could pick their own herbs and muddle fruits to create customized drinks. And, one of the evening’s specialty cocktails was an Old Fashioned with smoked lavender.
The addition of more interactive stations was part of the Society's goals to “elevate the guest experience". This year that included incorporating a booth where attendees could create short videos on a garden swing. It was a huge hit!
The garden swing wasn’t the only thing that was ultimately successful: the event raised $2.1 million. Take some tips from the American Cancer Society and devour the details of incorporating event design elements strongly motivated by your organization's mission into your next event!
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