If Black Friday sales are a barometer of holiday consumer spending, then perhaps the trends in office holiday parties might be a useful indicator of the country’s and Connecticut’s corporate-sector health.
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If Black Friday sales are a barometer of holiday consumer spending, then perhaps the trends in office holiday parties might be a useful indicator of the country's and Connecticut's corporate-sector health.
And by that measuring stick, signs are good this holiday season.
In fact, a national survey released last month by consultancy firm Challenger, Gray & Christmas Inc. not only found that 80 percent of companies polled are planning to host a company holiday party this year, but more than one-fifth of them are planning to increase the party's budget.
That's been good news for both employees as well as holiday-party venues like the Society Room of Hartford, which is seeing a record number of December holiday parties this year, according to Jane DiMartin, the venue's corporate sales manager. “We are seeing larger parties this year,” she said, noting the Society Room can handle parties up to 570 people. “And it seems that [companies] are also spending more.”
To date, the Society Room has 22 holiday events booked through December, led mostly by corporate clients who DiMartin said are opting to enhance their party this year with features like up-lighting or nice centerpieces. On average, she says, clients are spending an estimated $88 a person this year, which includes open bar and a wide array of food stations from the venue's holiday menu.
Another trend DiMartin has seen is more area corporations inviting affiliated locations from other states — like a Boston or Albany office — to their Hartford holiday party. “A holiday party is a great — and casual — way for people to connect,” she said.
At the Aqua Turf Club in Southington, those holiday connections are being made beyond the company walls. That's because the facility — which can accommodate events of more than 1,000 — features parties designed specifically for small businesses. “For around $67 a person, small businesses can be part of a larger all-inclusive holiday party featuring cocktails, dinner, coffee and dessert,” said Kelly Murphy, an Aqua Turf event planner.
Since introducing its small business holiday parties in 2010, more than 2,000 companies have participated. Murphy said the party budgets this year vary widely from $2,000 for smaller companies to more than $20,000 for larger corporate clients.
“Lots of our corporate clients are hosting their parties on Saturdays this year,” Murphy said. “We're completely booked for December.”
According to the Challenger, Gray & Christmas survey more than one-third (38 percent) of respondents said their company party would be on a weekend or evening, up from 31 percent last year and more (42.9 percent) will allow spouses or families to attend, compared to 31 percent in 2015.
Many companies are also building in entertainment to their holiday parties, which has helped Hartford's Infinity Music Hall expand its holiday-party offering. The facility has more than 20 events scheduled this holiday season by corporations, rotary clubs and nonprofits, said Mary Ann Clerkin, Infinity's director of marketing.
“We have private parties with access to concerts,” Clerkin said. “It's a great way for employees to unwind and connect.”
Meg Fanion, Infinity Hall's director of special events, noted that for smaller businesses on a tighter budget, her facility provides pre-show receptions and concert access, with per-person options starting at $38. But for larger corporate parties — which range from $10,000 to $20,000 — the facility can host multiple functions for a single client.
“We can offer a VIP room, happy-hour space, dining-room space,” Fanion said. “There are lots of options.”
And one option in particular, Clerkin said, is becoming increasingly popular: the after-the-holidays holiday party.
“We are seeing a big uptick in the number of companies booking their office parties for January,” Clerkin said. “I think for many people it's just easier because their December schedules are so busy already.”
And it's not just 2017 parties on the books. DiMartin said some of her loyal Society Room clients are already booking out their 2018 parties. “For Friday and Saturday parties, we typically have reservations from 18 months to two years in advance,” she said.
It seems the holiday spirit — and holiday-party budgets — are alive and well in Hartford, no matter what Black Friday sales tell us.
