A Spa Launch to Indulge All the Senses
In an ambitious six-week window, Allison Sargent Events executed the first global spa brand launch in a century for the Hilton Global Corporation’s Hilton Short Hills Spa, Eforea. Because the event coincided with National Cancer Month, ASE also incorporated Hilton’s philanthropic support by facilitating a $30,000 donation to the American Cancer Society.
With limited time to plan, produce and execute this large-scale event, ASE designed 1,500 custom-made invitations and hand-delivered each to ensure their timely arrival.
The invitation design was a finalist for “Best Invitation of the Year” by The Wall Street Journal.
On the day of event, 1,200 dignitaries, business owners and community leaders gathered at the Hilton Hotel in Short Hills, NJ for Eforea’s grand opening. Photographers and the media were on hand, snapping photos of attendees and celebrities at the spa entrance in front of an Eforea backdrop.
Inside the venue, ASE created an elegant and peaceful ambiance with a whimsical butterfly theme throughout the details and décor. ASE had the entire hotel re-carpeted in blue for the evening and added blue pin-tucked drapes to adorn the walls. A renowned Julliard harpist set the mood while servers passed out custom blue ice cream cones. Guests were also treated to their own custom-embroidered Eforea robe and matching slippers.
Guests had the opportunity to indulge in some invigorating and relaxing treatments. An extensive spa menu and services were offered including facials, massages and new products and services just for men.
The launch also included a cutting-edge fashion show. Models strolled the custom-built runway wearing industry-leading designers and fashions from Neiman Marcus and Boho magazine. Seth Aaron Henderson, Project Runway winner and cancer survivor, served as the show’s MC. Henderson also donated his winning dress from Project Runway to be auctioned off to benefit the American Cancer Society.
After the models cleared the catwalk, Grammy award-winning artist Seal took the stage to perform.
Celebrities filled the event, including Skinny Girl mogul Bethenny Frankel. Guests could meet Frankel and receive a signed copy of her latest book before enjoying a lux spa treatment.
With the event a grand success, Hilton asked ASE to create in-room gifts for Grammy Awards attendees staying at their hotel. ASE designed custom-made wooden boxes representing the six senses, tying in the Eforea theme.