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What do you get when you combine the rich heritage and innovative spirit of Coca-Cola with the 25 years of experience and creativity embodied by Houston-based Elias Events? An over-the-top customized event that creates wonder and delight.
Elias Events created such an event for the Coca-Cola Bottlers’ Association’s 2023 annual meeting that took place at the Coca-Cola Southwest Beverages bottling plant in Houston last October—an event that seamlessly transitioned from a polished conference-style stage presentation to a tented, themed shindig. “We fulfilled this by meticulously curating every aspect of the event to reflect the essence of the brand, from the rustic Texas-themed entrance to the innovative culinary offerings and dynamic entertainment,” says Deborah Elias, CSEP, CMP, CIS, who is both an event planner and executive director of Elias Events.
The Elias Event crew installed the 98-by-66-foot tent on the asphalt parking lot at the bottling plant, located between raised planter beds and drainage grates that positioned the event for accessibility, flow and the proper placement of required exits. With a white roof and clear walls, the structure featured a replicated entrance to a ranch leading to the tent. The wood fencing, painted horses, red carpet and custom laser-cut entrance sign greeted guests with rustic charm, setting the stage for the immersive experience that awaited them.
Branding under the big top
The client requested that Elias Events include branding elements seamlessly throughout the event space. “We addressed this by collaborating closely with our partners to ensure that every detail—from the wooden entrance sign to the stage backdrop—aligned perfectly with Coca-Cola’s branding guidelines,” Elias says. Elias Events pulled out all the stops to create the custom immersive event for Coca-Cola and the company’s attendees. A photo backdrop made out of hundreds of Coke® cans served as a striking centerpiece for the event, featuring hundreds of Coca-Cola cans flanked by rustic wood, arranged to create a visually stunning display. The stage backdrop featured three wood panels, with the center one featuring horizontal slats with a custom wood logo on it. The flanking plank wood panels were decorated with stunning displays of roses and long cattle horns.
The bars featured wood and tin, created with backlit Topo Chico® bottles, as well as a custom rotating drink device that offered guests a unique way to enjoy their favorite Coca-Cola beverages, adding an element of fun to the event. The miniature Coke cans made of sugar served as great toppers for the Jack and Coke floats. Custom chandeliers added a touch of elegance to the event space, showcasing Coca-Cola’s commitment to sustainability and innovation. Elias Events added rope and Edison lightbulbs to the chandeliers to add to the western theme.
Beneath the chandeliers, a buffet table lined along one edge by vertical cattle horns served as a focal point for the culinary offerings, showcasing the delicious Tex-Mex cuisine inspired by Coca-Cola’s global influence. Custom centerpieces featured Coca-Cola cans arranged in creative designs and a stunning display of red roses, adding a pop of color and personality to each table.
Setup, surprises and satisfaction
Elias Events had six weeks from the first call about the event to the setup date to design, build and construct the event—with a dedicated team of 10 who worked tirelessly to bring the client’s vision to life, from event planners and designers to technicians and support staff. There were no major surprises during the planning process; however, during the five-day setup, the crew encountered a setback when vehicles were parked in the spots that were supposed to be blocked off, causing a six-hour delay until the cars were removed. “Effective communication and meticulous logistical planning were essential to the success of the project, ensuring that every aspect of the event—from setup to takedown—was executed seamlessly,” Elias says.
In addition to the tent structures, Elias Events provided custom flooring, which consisted of Portafloor® covered in light-brown carpet. The crew provided a comfort station to ensure an inviting environment for guests. “We partnered with several Houston vendors to bring the client’s vision to life, including Aztec Events and Tents, Kirksey Gregg Productions and Monarch Event Firm [catering], whose expertise and professionalism were instrumental in the success of the project,” Elias says.
“After 25 years in business, I pride myself on creating unique experiences and designing things that have never been used or created before. This time was no exception—and, in fact, was the most we had ever done. It was extremely satisfying seeing the visions come to life.”
Sigrid Tornquist is a Minneapolis, Minn.-based writer and editor and former InTents editor.
Vendor partners
- Kirksey Gregg Productions – Decor
- Atomic Furnishing and Design – Furnishings
- Gunter Creative – Bespoke multimedia projects
- The Ballroom at Bayou Place – Catering
- Monarch Hospitality – Charcuterie
- Malik McGhie – Photo booth
- Michael Saavedra – Video and event photos
- J & D Entertainment – Hosts, trick roper and country and western music
- A Fancy Wall – Rotating structures for drinks and desserts
By the numbers
- 25 years in business
- One 98-by-66-foot tent
- 6 weeks from conception to installation
- 5 days for installation
- 10 staff to bring the client’s vision to life