CORT EVENTS SPECIAL REPORTPERSONALIZATION POWER:

Tailoring yourevent, your way!

CORT EVENTS SPECIAL REPORT

CORT EVENTS (2)Elevating events through personalization anda sense of delight with customized interior
design elements.

W

hat impact do the right choices
in customized furnishings,
lighting, drape and otherinterior design elements haveon events? The impact issignificant, essential to the creation of personalized
environments that support event objectives, reflect
branding and provide attendees with a sense ofcomfort, delight and inspiration.
CORT Events, the largest U.S. event and trade show
furniture rental company, are the leading experts
in making this happen. With a wide selection offurnishings, lighting and event drape—and offering
free interactive design tools—CORT Events assists
meeting, exhibit and trade show planners in creating
engaging, functional spaces with one-stop service.
Creating successful environments at events is allabout personalization and customization. Fortunately,
it’s easier than ever to achieve personalized event
design that supports the host’s organizational
branding. CORT Events is there to enhance event
experiences with concepts and products that
contribute to attendee engagement and, ultimately,
the bottom line.
What measurable results can come from creating
an environment that supports branding?
“The key to a well-attended event is to make

BY MARIA LENHART
your branding cohesive and recognizable because
a consistent brand presentation has been seen toincrease revenue by 33 percent,” writes Katrina Kirschat Hubspot.
CORT believes that customizing an event withpersonalized furniture and décor is thekey to achieving brand immersion,ensuring that an event is notjust a cookie-cutter affair but
one that reflects the uniqueidentity of the host. Effective
customization is more thanjust making sure the event space
matches and contains the brandlogo and colors. It’s about creating an
immersive branding experience—anatmosphere that tells a story. Every aspectof the event, from the entrance to stage d e s i g n ,the furniture and décor, ties together to achieve thissense of immersion.
CORT provides the tools and the expertise toachieve immersive branding, including a catalog
section with customizable products that allows you
to transform surfaces into whiteboards or add thegraphic or logo of your choice to pillows, ottomans,tables, bars, lighting and more. You can even display
your brand on light columns throughout the event

CORT EVENTSCORT EVENTS SPECIAL REPORT

space or transform a bar area withbiophilic designs in shades of greenthat create an oasis with a soothingand relaxing vibe. The possibilities areendless.
The power of color
Choosing the right colors for an event
space is one of the keys to creating
visually appealing and emotionallyengaging
experiences.
Offering
guidance on color choices in sync withtoday’s attendee preferences, Pantone’s
recent color trends report presents astriking palette that emphasizes theneed for nature as well as themes of
escapism and self-expression. Whatever
type of environment is desired, CORT
can help you integrate these colors tocreate spaces that enhance mood andconnection among attendees.
The idea behind self-expression in
event design is to encourage creativity
and personal connection, allowing
attendees to see themselves reflected in
the space and for each to have a uniqueexperience. Vibrant colors in Pantone’s
color trend line such as Lemon Dropand Orangeade are especially ideal
for stimulating energy and creativity

in spaces where attendees areencouraged to actively participate indiscussion and collaboration.
When it comes to creatingsoothing spaces that reflect today’sneed for relaxation and mental
well-being, consider color choices
such as Pastel Lilac and Blue
Chambray. Colors that are inspiredby nature such as Watercress orMarlin are effective for creating
retreat-like atmospheres whereattendees will find a refreshingbreak and sense of renewal. For
food-centric events, a color suchas the warm, red-hued Roolbos Teais especially conducive for creating acohesive, appetizing environment.
Transformative power of event drape
Drape is another important component
in creating a personalization. Not only forlining walls or dividing a larger room into
smaller areas, but drape is also a way tocreate a truly immersive, engaging andmemorable atmosphere.
You can put drape to work as a décor
element that allows you to devise anenvironment reflecting the branding
and theme of your event as well as theneeds of attendees. Drape allows you tocreate a sense of depth and atmospherespecific moment when you use draped
partitions to create separate areas fordining, networking or entertainment.
Drape gives you even more
control over your event space whenincorporated with lighting. Placingcolored lights behind sheer drapes gives
you the ability to create a soft ambiancefor a wedding or gala event. Spotlights
on bolder, more colorful drape cancontribute to a dramatic atmospherethat is engaging and eye-catching
Capturing cultural trends: Style andservice delivered
Along with personalization, today’s
events must also appeal to the wide
range of generations now in theworkplace. Inspiration can come frommajor pop culture events such as Taylor
Swift’s Eras Tour, a phenomenon which
managed to unite diverse audiences andshape experiences on a monumental
scale.
Staying attuned to cultural trends is
key in creating engaging and inclusive
experiences. Rather than simply
replicating the surface aesthetics ofa pop culture moment, however, it’s
important to strive for an authentic
interpretation that captures its essence
and resonance. Dig deep into theSUMMER SPECIALS
Now is the perfect time to create a personalized
environment for your event. From now until Aug. 31,
CORT is offering a 30 percent discount on all fabriccovers, custom-branded pillows and custom fabric.
by adding texture, color and dimension
to a space.
Drape can provide a uniqueatmosphere and sense of drama bycreating a stunning focal point for theevent, drawing attendees’ attention to
the main stage or ceremony space.
More than just a room divider,drape can bring your attendees to aunderlying themes, emotions andmessages conveyed by the cultural
phenomenon and infuse these elements
into the event design.
This concept was put into action byCORT Events, CTC and other partners
during the 2023 Hospy Awards at acelebration called The Hospy’s CTC Eras
Tour, which had a theme inspired by theCORT EVENTS SPECIAL REPORT

Vibrant colors in Pantone’s
color trend line suchas Lemon Drop andOrangeade are especially
ideal for stimulatingenergy and creativity inspaces where attendees
are encouraged to actively
participate in discussion
and collaboration.
Expanding footprint
CORT Events, already the leading U.S.
provider of event and trade show
furniture rental and transition services
with 17 warehouses around thecountry, is expanding its reach evenfurther, most recently with a new facility
in Round Rock, Texas. The location

services trade shows, exhibits andevents in nearby Austin, San Antonio
and surrounding Texas regions.
The expansion into this particularmarket is especially exciting, according
to Damon Ross, senior vice president of
CORT Events.
“Austin has a reputation for hosting
innovative, exciting events and we lookforward to partnering with our clientsin this rapidly growing event andconvention city,” he says.
Ross notes that Austin
hosts such high-profile
annual events as SXSWand Formula 1 and ishome to well-known
companies such as Dell,
Apple, Amazon and IBM,all with major operations
and campuses in the city.
The Austin Convention
Center, located in theheart of the city, isundergoing a renovationand is slated to expand to 1 million
square feet, with 360,000 square feet in
expo space.
CORT
Eventsalso
operates
warehouses in Dallas and Houston toserve the dynamic Texas market.
In-person showcases
Another way that CORT Events is amplifying its presence is by hosting several in-person showcases this summer
aimed at displaying its latest 2024
event rental furniture collections. The
goal of these gatherings is to inspire
meeting, event, exhibit and trade showplanners and bring the experience totheir doorsteps.
The showcases feature an introduction to new products, as well as highlighting CORT Events’ design capabilities and impeccable service, as wellas its nationwide footprint. The open
houses are invitation-only, business-casual events in partnership with innovative event spaces and other strategic

meeting and event partners.
Among them was a stunning event
on June 6 at the W Hollywood, juststeps from the historic and iconic
Hollywood Pantages Theater, whereCORT EVENTS

Taylor Swift tour. Although not a Swifty
per se, Jack Scafide, CORT Events district
accounts manager, soon found himself
caught up in the spirit of the event.
“The team’s enthusiasm andinnovative thinking were contagious,”
he says. “CTC and the team managed
to create an inviting and celebratory
cocktail hour. I chose pieces thatwere color matching across various
areas while ensuring comfort and notcompromising style.”
Once the theme was decided,
CORT and the other planning teams
collaborated to ensure the event décoraligned with the chosen eras. CTC
provided a mood board, supplemented
by Scafide’s research and multiple floor
plan options.
“The result was amazing!” Scafidesays. “Although I don’t know too many
Taylor Swift songs, the attendees
enjoyed the themed entertainment,
AV and food. All you saw were smiles
among 300 attendees. Being able tosupport an industry event is important
to myself and CORT.”

meeting professionals met with account representatives from both CORT
and Enterprise to discuss event needs
and discover innovative, personalized
solutions for upcoming events. CORT
Events transformed the W’s ballroom
space with several bespoke vignettes
that featured luxe event drape, as wellas on-trend soft seating collections, including a robust collection of outdoorcollections.
CORT Events will host events inJuly and August in NYC and Chicago.
Through these hyper-targeted, elevated, curated experiences CORT Eventsseeks to showcase how it can seamlessly transform venues into engaging
events that inspire connections andoffer transformative events and tradeshows.
Learn more at cortevents.com.

TRANSFORM A GALA
INTO A NIGHT TO REMEMBER.
At CORT Events, we believe in going beyond expectations to transform spaces intomemorable places for connection. From furnishings and drape to event planningand design, our expert team offers one-stop service you can count on. Together,
we work with you to make every event inspirational.

Transform. Connect. Inspire.™

cortevents.com©2024 CORT. A Berkshire Hathaway Company.