Friday, November 3, 2017

Tips for Planning an Event that serves alcohol in New York City

This article is a guest post, by Tori over at AMP3 Public Relations, a boutique PR agency in the lifestyle and fashion niche that has handled many openings, launches, pop-up stores, stunts and runway fashion shows.

As an agency that has produced more events than we could possibly count, there are a number of pitfalls and trenches to avoid when looking to throw an event, whether that be a simple event in your brands space, or on public territory.  Once you throw alcohol or sound into the mix the complexity in the preparation is exponential, but totally manageable as long as you are prepared.

Here are the 5 most valuable tips listed in no particular order, but they should all save you some frustration, heartache, and potentially huge fines!

1. State Liquor Authority License

If you are planning to serve alcohol at your event (not to be confused with selling alcohol), you need to apple for a temporary liquor license through the state NY State Liquor Authority. (State Liquor License). This isn't an option to wing it, and you are risking a hefty fine, and a potential police offer crashing the party and shutting down the whole event. This hasn't happened to us, but we've seen it happen at other events.

2. Ask your Vendors about the Liquor License: 

Depending on where your event is held, it's possible the venue may already have an existing license so you may want check with the directly. If not another shortcut is to obtain a license through your caterer. Often if you are having food and beverage brought in the caterer or wait staff company will take on the the responsibility of providing the license.

3. Certificate of Insurance and Alcohol Endorsement:

Though most people aren't aware of it, whenever you are hosting an event you (or your vendors) need to get insurance to protect yourself (and your host and vendors) from litigation in the case of an injury. This isn't as complicated as it sounds and there are lots of services online (we use EventHelper and they have been amazing to work with) that can simplify this process for you, and they make it a pretty painless process. One bonus tip on this: make sure you find out who needs to be added as "additional insured" onto the policy before you put it into effect. It will save you a ton of time.

4. Are any of your guests under 21? Secure the booze!

Ah, how time flies and it feels like it was just yesterday you were looking to get sauced from Midori, or ordering Long Island Iced Teas in the East Village. (those were the days). The reality is, if you are going to be hosting an event and alcohol is going to be present and available, you do need to take some precautions to make sure you don't have under-age party crashers, 
(yes, they are a real thing, more on that over at the AMP3 blog) or even a 15 year old influencer with 3 million followers consuming alcohol and putting a lamp shade on their head has the real potential of opening up a world of issues for you, your client, and your host. The event you are planning hosting the event at will often provide or require security, but depending on the layout of the event you should be sure you have security precautions (wristbands, and ID checking) in place. 

5. How long does it take to get a liquor license in New York City?

Be sure to leave enough time to get your paperwork and license in order. This is the government we are talking about and they don't care about the timing of your party and your desire to sever Bacardi (hey that rhymes)

There is a common misconception that because you are serving your alcohol for free that you don't need a license, but the laws changed a few years and even when giving it away you need to ensure you are in compliance with the city of New York and their liquor commission. As we just detailed- that's unfortunately no longer the case.

For more valuable information on producing an Event, be sure to check out AMP3's blog.

Thursday, July 23, 2015

Miami Swim Week Chaos

Alexander Tamargo/Getty Images, Frazer Harrison/Getty Images for San Lorenzo, John Parra/Getty Images for Acacia

Fashion Week is always a fun time in any city but as any event planner knows there’s a lot to think about before a runway show or even a presentation can become a reality. The departure of title sponsor, Mercedes-Benz, left everyone in the fashion industry a bit confused for some time, but even now as runways continue to be filled with models and front rows packed with celebrities, some cities are struggling.

Miami Swim Week was last week, filling South Beach with a colorful and interesting array of swimwear and coverups. Not to mention some A-list celebrity action!

However, IMG, the usual chief organizer of Fashion Week, did not organize Miami Swim Week...and mayhem followed.

Multiple production companies were involved but with no governing body to overlook the calendar, times, and venues; everyone was left to their own devices. Funkshion, a production company that put on a few shows, started things on Wednesday, even though the official start date was Thursday. Some shows started over 30 minutes late due to rearrangements of the seating charts, which then caused press AND models to be late to other shows.

Thankfully, IMG will be returning next year to smooth out the wrinkles.

By: Rachel Oliva-Valdes

If you're in the market for a New York PR Agency to handle your next campaign, please contact AMP3 PR at 646-827-9594 or email us at

Wednesday, October 30, 2013

Halloween Parade Anyone?

In the beginning of the month we wrote on another one of our blogs about Superstorm Sandy and an event held on behalf of the surviving victims in Herald Square.  Carrying on the tribute, this years NYC Halloween Parade will bare the theme: REVIVAL!

Last year the parade had to be cancelled because of the damage Sandy caused.  So this year it's on.  Since the parade was cut last year there was some serious fundraising to be done in order to get this years going.  And boy were people serious, the parade was able to reach above its goal on Kickstarter because of donations from more than 800 backers and designer Kenneth Cole.

So the parade will commence and with a bigger spirit than ever.  Artistic and Producing Director Jeanne Fleming says "Seeing that much joy on the streets of New York City; it doesn't have any gender.  It's not the gay Pride parade or the Jewish parade or the Puerto Rican parade.  It's not a political parade.  Everybody who's there is there because they want to be.  They're just there to enjoy each other... in their imaginative world."

If you're looking for something exciting to do this Halloween, go be one of over two million people at the NYC Halloween Parade.

By: Tori

Wednesday, October 16, 2013

Autumn in NYC: 2013 Edition

The humidity is down, the sky is clear and whatever trees you can find... are changing colors, it's fall in New York City.  Festivities are constantly going down no matter what season it is here, but fall brings the chill and the place goes all out chipper with decorations and a jubilant attitude.  

This year October is chock full neat happenings.  For starters, tomorrow there is the annual New York City Food & Wine Festival.  Attendees will be among the likes of Rachel Ray, Guy Fieri and Anne Burrell.  In its sixth year, the festival is moving to midtown and will be at Piers 92 and 94.  There will be tasting, demonstrations and fun for the kids.  A yummy one- make sure not to miss it! 

For any art lovers, the Armory Show at 100: The New Art Spirit starts this Friday and continues on through February.  Celebrating its 100th year, the exhibition will showcase works of artists like Picasso, Albert Pinkham Ryder, Childe Hassam, Duchamp and Gauguin.  The public is able to view a group of about 75 curated pieces.  

Although fashion week is over, this is a city that can't contain its love for style.  John Paul Gautier: From the Sidewalk to the Catwalk is the first international exhibition of the designers work and will be held in the city at the Brooklyn Museum starting on October 23rd.  

One of the biggest attractions of the fall is Halloween, whether you decide to dress up or not-- there are tons of fun things to do.  The Bronx Zoo's Boo at the Zoo keeps things kid friendly but still enjoyable for the adults that attend with hayrides, crafts, haunted houses and some festive furry (or not so furry) friends.  Of course Halloween night itself gets going with a parade down 6th ave.  People are welcomed to dress up in their most creative costumes while listening to live bands and ghoulishly strolling through Manhattan.  If you're not in the mood to participate, feel free to watch on the sidelines! 

By: Tori