CLIENT:
Westfarms Mall

OVERVIEW:
Each May, right around Mother’s Day, the Westfarms Mall sponsors an event that celebrates the professional female – Westfarms Working Women’s Weekend. The event is held at the mall’s center court, and various sponsors are invited to host a table that promotes a service that would appeal to the working woman. The challenge for Event Resources for this event lies in the creation of an event space that is separate from the mall, while being right in the middle of it. Traffic flow, vendor table space, and signage are all important areas to be considered. Since ERI started producing the event, all parties involved have agreed that the use of a very elegant black drape is the best way to define the space. L’Oreal Paris and the Hartford Courant, among other sponsors, make sure every attendee feel special and pampered by offering free cosmetics, makeovers, and massages.