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.
