Illy

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

In 2018, illy Coffee held its third annual Ernesto Illy International Coffee Awards (EIICA). Magrino was tapped as the event production agency to manage all logistics, in addition to ensuring that the event had the right people in the room, from hospitality industry VIPs to the evening’s celebrity emcee/host.

STRATEGY

Having attended the event previously, Magrino knew how to take the EIICA to the next level and bring it more into the mainstream. This included the suggestion of holding the gala portion of the awards at The Rainbow Room, and securing Food Network TV personality Ted Allen as the host. Additionally, Magrino facilitated all aspects of the evening, from the menu and wines to the script and the elaborate entertainment, which included a musical medley and dance performance to honor the coffee-growing countries present at the gala.

Our team’s organization was key, creating work-back plans to track key elements of the event, including production mile markers for collateral such as step and repeats and gift bags.

Additionally, Magrino managed the full event budget, for not only the Rainbow Room gala, but for the coffee summit and awards which took place at the United Nations, and the coffee jury tasting to determine the winners of the awards. With the event taking place during the UN General Assembly, our attention to detail was paramount to ensure all guests, production elements, and coffee arrived safely and on time with rigorous security measures.

SOLUTION

The two days of events proved wildly successful to the illy global and illy U.S. teams, with coffee growers from around the world in attendance complimenting the event’s look, feel, and organization.