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Top Shelf Events 1
Table of Contents
Introduction 3
Overview 3
Theme 4
Venue 5
Hotel 5
Rooms 8
Accessibility 9
Event Spaces 10
Racetrack 11
Event Rooms 12
Time and Climate 13
Alternate Venue 14
Hotel 14
Event Space 15
Marketing Plan 17
Guest List 18
Schedules and Timelines 19
Overview 19
Schedule for Mercedes-Benz Employees 19
Marketing Timeline 20
Registration 21
Overview 21
Invitations 21
RSVP’s 22
Save the Date Reminders 23
Entertainment 24
Guest Speakers 25
Food and Beverage 26
Overview 26
Trackside Tent Food and Beverage 26
Cocktail Hour Food and Beverage 29
Dinner Food and Beverage 33
Menu 33
Dessert Food and Beverage 35
Table Layouts and Settings 36
Top Shelf Events 2
Decorations 39
Overview 39
Introduction Room 40
Trackside Tent 41
Workshop Room 42
Dining Room 43
Welcome Bag 45
Swag Bag 46
Transportation 49
Flight 49
Shuttle Service 50
Security 51
Budget 52
Conclusion 53
Appendix 54
Top Shelf Events Production Schedules 55
Friday, April 15th
, 2016 55
Saturday, April 16th
, 2016 55
Bibliography 57
Top Shelf Events 3
Introduction The Mercedes-Benz corporate retreat is set to take place on April 16, 2016 in New
Jersey. Guests attending the event will be treated to a 2-night stay in the Borgata Hotel Casino
and Spa, a 5-star venue in the beautiful Atlantic City. On Saturday April 16th
, 2016, employees
will travel from the Borgata to the New Jersey Motorsports Park where they will spend the day,
listening to speakers, test-driving cars, attending workshops, and eating dinner. The day is sure to
be an unforgettable one, packed full of learning opportunities, team building exercises, and even
the opportunity to drive a brand new concept car, not yet released to the public.
Overview On Friday April 15, 2016 guests will be flown in to the Atlantic City International
Airport where they will then make their way via shuttle to the luxurious Borgata Hotel just 10
miles away. The Borgata offers a number of fine dining and nightlife experiences that will keep
guests entertained the night before the event. On Saturday, April 16th
, the charter bus will pick
up the Mercedes-Benz party at the front entrance of the hotel and transport them approximately
40 miles to the New Jersey Motorsports Park. Here the participants will enjoy a day filled with
skill building and fun activities. Guest speakers, test-drives, workshops, dinner, and an open bar
are just some of the activities planned throughout the course of the event. Once guests have
finished enjoying their exciting day at the track they will be bussed back to the hotel where they
can enjoy the rest of their time in Atlantic City as they wish. Sunday, April 17th
will mark the
end of the retreat and guests are to return to the Atlantic City International Airport via the shuttle
provided by the Borgata.
Mercedes-Benz Logo
Top Shelf Events 4
Theme Mercedes-Benz is a groundbreaking manufacturer of luxury sports cars. The company’s
long history of racing success and award winning cars is something that the corporate retreat
needed to represent. Mercedes-Benz’s mission is to make some of the most elegant, sleek, and
well-performing cars on the market, and our theme is to be congruent with the focus of the
Mercedes-Benz Company. The retreat will feature a theme focused on automotive and
mechanical innovation. The décor as well as the activities planned for the event all add to the
theme of futuristic automobiles that Mercedes-Benz strives to create.
Futuristic Automobile Theme of Mercedes-Benz
Top Shelf Events 5
Venue The Mercedes-Benz corporate retreat to be held on April 16, 2016 will occur at the New Jersey
Motorsports Parkway in Millville, NJ. Overnight accommodations will be provided by the Borgata Hotel
Casino and Spa in the beautiful, Atlantic City. Guests will stay for two nights, the night before the event,
Friday April 15th, and the night of the event, Saturday April 16
th. The close proximity to the Mercedes-
Benz Corporate USA Headquarters in Montvale, NJ and the vast resources provided by each organization
make these locations the most ideal settings for an unforgettable retreat.
Hotel The Borgata Hotel Casino and Spa is a 5-Star hotel located in the premier travel destination,
Atlantic City. The Borgata is one of the largest hotels in the state of New Jersey; it houses over 2,000
rooms, making it perfect for large groups. The Borgata is a fully accommodating luxury hotel with its
own nightclubs, spas, fine dining, and the highest grossing casino in Atlantic City. Gorgeous views of the
water, endless amenities, and its premier location in the bustling center of Atlantic City ensure that guests
will have an entertaining and enjoyable stay.
1 Borgata Way, Atlantic City, NJ 08401
Top Shelf Events 6
The Spa and Fine Dining Areas at the Borgata
Top Shelf Events 7
Borgata’s Mixx Nightclub and Casino
Top Shelf Events 8
Rooms
All retreat guests will be provided with their own individual room. The standard rooms are fitted
with one king bed, a gorgeous bathroom, breathtaking views, and all the amenities of home. Their two-
night stay at the Borgata will be an experience they won’t soon forget.
A Standard Room at the Borgata and
the View from a Standard Room
Top Shelf Events 9
Accessibility
Accessibility is another aspect of the Borgata that makes it ideal for the retreat. The Borgata is
located only ten miles from the Atlantic City International Airport and the casino provides a free shuttle
that departs from the airport and drops off at the hotel regularly throughout the day.
The Borgata Shuttle Service and
Map of Shuttle Service from the Airport to Hotel
Top Shelf Events 10
Event Space On Saturday morning, Mercedes-Benz employees will be transported via charter bus from the
Borgata Hotel to the New Jersey Motorsports Park, 40 miles away in Millville, NJ. The New Jersey
Motorsports Park is an ideal location for hosting corporate events. The facility offers a number of
resources and amenities that make it the perfect fit for this retreat. The complex is composed of two full-
scale racetracks, 500 acres of land, a clubhouse, a private banquet hall, room for 80,000 people, and
several private garages. All of which can be rented out to meet the customer’s needs. Mercedes-Benz is a
luxury car company with a long and successful racing history. To this day, they remain heavily involved
in the racing industry which is why hosting the event at a racetrack compliments what Mercedes-Benz
represents and adds excitement for the employees partaking in the event.
The New Jersey Motorsports Park Logo and
Map of the Park
Top Shelf Events 11
Racetrack
For the retreat, the Thunderbolt Raceway will be rented exclusively for the employees of
Mercedes-Benz. The employees will have an opportunity to test-drive a 2017 concept car around the
2.25-mile track. The track incorporates 14 difficult turns and a number of straight ways. While
employees are not driving, there will be tented Paddock areas set up as well as grandstands to allow track
viewing. The paddock areas will be tented and have some refreshments for the employees waiting to
drive. All track safety regulations will be adhered to and two track marshals will be present to maintain
safe operation and explain safety precautions prior to driving. Track rentals include the necessary safety
gear such as helmets and neck braces.
Thunderbolt Raceway and Viewing Grandstands
Top Shelf Events 12
Event Rooms
The 800-person banquet hall, also called The Officers Club, will be utilized for the introduction
speech, car unveiling, workshop, and dining during the retreat. The massive warehouse style building
will be divided into three smaller rooms to accommodate for the day’s festivities. Each room’s layout
will be designed to best suit the purpose of the room. The Officers Club is temperature controlled and
indoor bathrooms are provided.
The Officers Club Exterior, Interior, and Bathrooms
Top Shelf Events 13
Time and Climate
Another key factor that was considered when deciding where to host the event was the
time of year and possible weather conditions. Because part of the event is taking place outside it
was very important to select a location where seasons would permit track use. In the month of
April, New Jersey typically experiences temperatures ranging from 55-70 degrees and an
average rainfall of around three inches for the entire month. While it is impossible to determine
for certain what the weather will be like the day of the event, we are confident that track
conditions will be perfect. This is the optimal time of year to host the event, not only because of
the weather but also because the new concept cars are typically released to the public a few
months after the scheduled retreat.
Millville, NJ
Saturday, April 16, 2016
Clear
61 °F | °C
Precipitation: 0%
Humidity: 40%
Wind: 14 mph
Forecasted Weather for the Anticipated Retreat Date
Top Shelf Events 14
Alternate Venues Several sights were considered before deciding which venue was the best fit for hosting
the Mercedes-Benz Corporate Retreat. While the final decision is to host the event in New
Jersey, some alternative venues have been provided for your consideration
Alternate Hotel
The Royal St. Charles hotel located at 135 St. Charles Ave, in the bustling travel
destination of New Orleans, is another great option for hosting the corporate retreat. The Royal
St. Charles is a gorgeous 5-star hotel that has plenty of room for guests. The Royal St. Charles
embodies the spirit of New Orleans and it is less than a ten-minute walk from all the local
attractions, such as the world renowned Bourbon Street, ferryboat rides, and Harrah’s casino.
However, the real selling point of the Royal St. Charles is its close proximity to the Mercedes-
Benz Superdome. After deciding to use the Superdome as the alternate event space, we needed a
hotel that was equally as close as it was magnificent, and the Royal St. Charles fit the bill, seeing
as it is less than a mile from the superdome.
The Exterior of the Royal St. Charles
An Example of a Standard Room at the Royal St. Charles
Top Shelf Events 15
Alternate Event Space
The Mercedes-Benz Superdome is another great event space option for the retreat. It
makes perfect sense for Mercedes-Benz to use their own stadium for their corporate retreat. The
Superdome has thousands of square feet of event space, high-class lounge areas, and all the
resources needed to run a successful corporate retreat. A variety of seminars, car shows, and
other types of events are showcased at the Superdome annually, so planning a successful retreat
at this location would be a viable option.
Map showing the Distance between the Royal St. Charles and the Superdome
The Mercedes-Benz Superdome
Top Shelf Events 16
Photos of the Event Space Available inside the Mercedes-Benz Superdome
Top Shelf Events 17
Marketing Plan The invitations for the Mercedes-Benz Sales and Marketing Retreat will reflect the classy
brand image that Mercedes-Benz has always been recognized for. We will use the traditional
“Corporate A BQ” font that is synonymous with Mercedes-Benz’s advertisements. The front of
the invitation will have a black background with the silver Mercedes-Benz logo. The back of the
invitation will be white with black lettering to make it easier on the eyes to read. The back of the
invitation will have the purpose of the event, the date, time, location, and RSVP deadline.
We will include a RSVP card as well for the employees to mail back to us. This will
have the same elegance as the invitation but will be white on both sides of the cardstock. The
front of the RSVP card will have the Mercedes-Benz logo with the slogan, “The best or nothing”
and the back will ask the employee to write their name, email, and list any food allergies. This
will help us create options for those employees with certain food allergies or special diets. The
postage stamp will already be placed on the RSVP card for the employees’ convenience.
The invitations will be sent out on November 1st, 2015 and the RSVP cards must be
returned by January 1st, 2016. This will allow the invited employees time to decide if they will
be able to attend, as well as give us time to make the final guest list. On March 16th
, 2016, one
month before the event, we will send a Save the Date reminder to the employees through mail.
These reminders will be in the same style as the invitation, white cardstock with the “Corporate
A BQ” font. This will be used to remind the employees of the event date, time, and location.
The Front of the Invitation Bearing the Mercedes-Benz Logo
Top Shelf Events 18
Guest List The top 48 Regional Sales and Marketing managers will be invited to the Mercedes-Benz
Sales and Marketing Corporate Retreat. Mercedes-Benz USA CEO, Steve Cannon, and Vice-
President of Marketing, Bernhard J. Glaser, will also be in attendance. This retreat is strictly for
those 48 managers chosen to attend, so there will be no “plus one” for the guests. Once the
RSVP deadline of January 1st, 2016 has passed, we will create the official guest list and make
notes for any food allergies the employees have notified our staff of. The guest list is as follows:
Steve Cannon- CEO
Bernhard Glaser- Marketing VP
Diane J. Southworth
Michael L. Lawrence
Lyle J. Caesar
Sandra J. Rosenthal
Darryl V. Didonato
Roberta P. Davies
Keith A. Fett
Mark L. Siler
Amanda J. Cormier
Lesley A. Morris
Gene C. Papp
Don S. Fleming
Robert S. Carnevale
Elizabeth K. Thomas
Raul V. Schlesinger
Mark C. Castillo
Diane F. Crenshaw
Michael M. Anthony
Jerome B. Rodrigues
Angelina A. Milton
Anthony M. Barclay
Joseph K. Byrne
Adam M. Cunningham
Mike S. Riis
Garret R. Greenway
Mary R. Freeman
James E. Booth
Matthew C. Moore
Glen F. Kellam
Jeffrey B. Delacruz
Mark C. Meade
Clarence M. Hill
Conner P. Daniel
Robert B. Eleazer
Jordan M. Bennett
Ted C. Garwood
Cynthia A. Malloy
Isabel S. Cooper
Jeffrey R. Grantham
Brant S. Peterson
Jeff I. Stearns
William R. Donnelly
Alex J. Pardieu
Michael T. Connelly
William A. Ashton
Timothy L. Goetze
Scott M. Williams
Richard C. Hitchins
We expect all invited employees to be in attendance, but if there are any who
absolutely cannot make it, we will choose from a select list of employees who will act as
replacement. This is to ensure the guest list remains at 50 employees, including the CEO,
Steve Cannon, and Vice-President of Marketing, Bernhard J. Glaser. All employees will
be added to the official guest list immediately after we receive their RSVP notice. We
will have a registration table set up at the entrance where guests will sign in and receive
their seating assignment.
Top Shelf Events 19
Schedules and Timelines In order for the Corporate Retreat to be successful and run as smooth as possible,
the following schedules and timelines will be implemented:
Schedule for Mercedes-Benz Employees
Top Shelf Events 20
Marketing Timeline
Top Shelf Events 21
Registration
Registration is a critical piece of any successful event. For the Mercedes-Benz
Corporate Retreat, we have decided to mail out invitations stating the purpose of the
event, date, time, location, and RSVP deadline. The Top 48 Sales and Marketing
Managers will receive this invitation. These employees will also receive an RSVP card
asking employees to provide their name, email address, and any food allergies. The final
step of registration includes the Save the Date Reminder Card. This card will restate the
purpose for the event, date, time, location. With these registration steps implemented, the
Corporate Retreat will be able to run as smooth as possible and ensure a great time for all.
The Front of the Invitation
The Back of the Invitation
Top Shelf Events 22
The Front of the RSVP Card
The Back of the RSVP Card
Top Shelf Events 23
The Front of the Save the Date Reminder
The Back of the Save the Date Reminder
Top Shelf Events 24
Entertainment In order to liven up our dining and cocktail hour we are going to provide classic hits
performed live by The A-Town A-List. This band specializes in popular music from the 60’s to
today’s hits which will provide a wide range of preferences for our audience. Their performance
is not the main focus of the event but more to enhance the evening and to lighten the mood. We
want our guests to let loose a little and be comfortable celebrating their hard work. However,
even though they are not a mainstream name, this band provides quality sound and performance
which has awed our audiences in previous events. The group will perform for two hours during
our cocktail hour and dinner session to provide the clients with background sound to keep the
event flowing. The A-Town A-List has performed for major names such as The National
Football League, Microsoft, and The Hard Rock Café which ensures that they are the ones for
the job (Samhill).
The A-Town A-List
25 Top Shelf Events
Guest Speakers
Stephen Cannon (CEO)
To kick-off our event and to really get the employees fired up, we are having Mercedes-
Benz USA’s CEO Stephen Cannon open the stage. We want him to inspire his employees and
really spike their interest in our event. Mr. Cannon, 50, has been recently promoted to CEO of
the USA division in 2012, but has been with the Mercedes-Benz Company since 1991. After he
had graduated West Point Military Academy with a B.S degree in economics, Stephen found
himself in Stuttgart, Germany developing and manufacturing of the Mercedes-Benz M-Class
SUV. After years of great work for the company in the financial department, they decided that
Mr. Cannon was fit to oversee the entire U.S division of Mercedes-Benz, where he still is today.
Bernhard J. Glaser (V.P USA)
Mr. Glaser, 47, will wrap up the guest speakers following Mr. Cannon. Bernhard will be
going into more detail and factual information about Mercedes and the new model. Unlike
Stephen Cannon, Mr. Glaser does not have a college degree but instead has an extensive and
impressive work experience. He is referred to as a twenty year veteran with the company. He
was born in Germany where he began his adventure with Mercedes-Benz and then in 1998 he
made his way to the U.S sector. While he was working in the states, Mr. Cannon was promoted
to CEO and Bernhard was named the man to take his spot as Vice President of Marketing for
Mercedes-Benz USA.
26 Top Shelf Events
Food and Beverage
All Food and Beverage items will continue the auto-futuristic theme of the event and also
incorporate fresh, local cuisine. All items will be local New Jersey cuisine and be purchased
within 100 miles of the New Jersey Motorsports Park. All items will be freshly prepared on site
by our management team, Top Shelf Events, and served Buffet Style.
Trackside Food and Beverage There will be a trackside tent set up with beverage stations, tables, and couches for
employees to enjoy while other groups test drive the new car. These beverage stations will
consist of a water station, juice station, and coffee station. Each station will have drinking glasses
and bio-degradable Mercedes-Benz napkins and silver drinking straws. The auto-futuristic theme
will be shown through the silver drink labels and drinking straws, which will be placed in a glass
logo-etched vase. Each beverage selection will have a silver label with Mercedes-Benz
typography etched in.
Silver Straws
Napkin Vase for Straws Example of Drink Label
27 Top Shelf Events
The water station will consist of 3 water dispensers. The first dispenser will have filtered
water, the second will have filtered cucumber infused water, and the third will have filtered
lemon infused water. The dispensers will be glass with silver elements and employees will enjoy
their water selections in water glasses etched with the Mercedes-Benz logo. Each dispenser will
have a label placed in front of it.
The juice station will have an orange juice carafe, apple juice carafe, and pomegranate
juice carafe. Each carafe will be glass and etched with the Mercedes-Benz logo. The carafes will
be placed in a round, silver bucket with ice. Each carafe will have a silver label placed on it.
Employees will enjoy their juice selections in juice glasses etched with the Mercedes-Benz logo.
Juice Glass Silver Bucket filled with Ice and
Juice Carafes
Water Glass Example of Water Dispensers
Water Station Layout
Juice Station Layout
28 Top Shelf Events
The coffee station will consist of decaf and regular coffee dispensers, regular and
flavored creamers and milk in carafes, and sugar and sweeteners in silver bowls. The coffee cups
and saucers will be white with the Mercedes-Benz logo. Employees may also use their coffee
mug given to them in the Welcome Bag if they would like.
Silver Coffee Dispensers
Silver Bucket with Ice and
Milk and Creamer Carafes Coffee Cup and Saucer
Coffee Station Layout
29 Top Shelf Events
Cocktail Hour: Food and Beverages Food Selections: Hors d'Oeuvres New Jersey prides itself on its blueberries. Since the Food and Beverage aspect of this
event showcases local ingredients, the first appetizer will be an Arugula, Feta, Walnut, and
Blueberry salad. All ingredients for this salad will be purchased locally. This salad will be served
in martini glasses with a silver fork, plated on square, silver trays, and placed on the hors
d’oeuvre buffet table. One tray will be butler passed as well.
New Jersey is also known for its tomatoes. The second hors d’oeuvre will be Caprese
Skewers. The basil and cherry tomatoes will be purchased from a local farm, and the mozzarella
will be purchased from a local deli. The Caprese Skewers will be plated on circular, silver trays
and placed on the hors d’oeuvre buffet table. One tray will be butler passed as well.
Arugula, Feta, Walnut, and Blueberry
Salad Martini Glass for Salads
Mini Caprese Skewers
Silver Tray for Caprese Skewers
30 Top Shelf Events
To continue with the fresh and local Food and Beverage theme, mini Lobster Rolls will
be the third hors d’oeuvre. The lobster will be purchased from local seafood market, and the rolls
will be purchased from a local bakery. The lobster rolls will be plated on rectangular, silver trays
and placed on the hors d’oeuvre buffet table. One tray will also be butler passed.
The final hors d’oeuvre will be a domestic cheese display with assorted crackers. The
three cheeses will be Aged Cheddar, Gorgonzola, and Swiss. The cheeses will be cubed, and
assembled on a rectangular, silver tray, and placed on the hors d’oeuvre table. The cheeses will
be assembled to where they resemble the Mercedes-Benz logo and the assorted crackers will be
placed in a circle around the cheeses. The assorted cheese and crackers will be purchased at a
local deli.
Silver Tray for Mini Lobster Rolls Mini Lobster Rolls
Example of Domestic
Cheese Display
Silver Tray for Domestic
Cheese Display
31 Top Shelf Events
Beverage Selections
To continue with the local New Jersey theme, local wine will be served during cocktail
hour at the bar. The Vallenato Family Winery has been selected since this wine is made in New
Jersey. For the red wine selection, the 2012 Berry Red Cranberry Wine will be served. This wine
pairs well with salads and light cheese. The 2012 Berry White Cranberry Wine will be the white
wine selection. This wine pairs well with fish. Wines will be served in red and white wine
glasses.
In addition to the two chosen wines, a selection of top shelf liquors will also be offered.
Employees can choose from Cîroc vodka, Appleton Estate rum, Johnnie Walker Black Label
whiskey, Balvenie scotch, Bombay Sapphire gin, and Patrón Silver tequila. We will also serve
soft drinks, tonic, and grape, cranberry, apple, and orange juice for employees to enjoy alongside
their liquor. All mixed drinks will be served in silver glassware.
Wine Selections
Liquor Selections
Example of Glassware for Mixed Drinks
32 Top Shelf Events
Dinner: Food and Beverage Food Selection
Dinner will be served Buffet Style with the assistance from Top Shelf Events servers.
The employees will be able to walk up to the buffet table and choose which items they would
like for dinner. The server will plate their dinner choice and recommend which wine pairs well
with the entrée choice. The fresh and local New Jersey theme continues through dinner with
fresh and local entrée items. All entrée items will be served on white plates.
Entrées
Grilled Atlantic Salmon
Served on a Bed of Wild Rice and Grilled Asparagus
Roasted Garlic Lemon Chicken
Served with Red Potatoes and Green Beans
Beef Tenderloin
Served with a Mushroom Brandy Cream Sauce and Truffled Fingerling Potatoes
33 Top Shelf Events
Dinner Menu
34 Top Shelf Events
Beverage Selection
In addition to the beverages from Cocktail Hour still being available during Dinner, there
will be other wines to compliment the entrée choice. To complement the Grilled Atlantic
Salmon, we will be serving Vidal Blanc at the bar. Chardonnay will be served to complement the
Roasted Garlic Chicken. For the third entrée choice, Cabernet Merlot will be served to
complement the Beef Tenderloin.
Wine Sections for Each Entrée Item
35 Top Shelf Events
Dessert: Food and Beverage
Dessert Selection
For dessert we have decided on a cupcake display. The cupcake selection includes a
Blackberry Bourbon cupcake, Lemon Meringue cupcake, and Kahlua Chocolate cupcake. Each
cupcake will have the Mercedes-Benz logo placed on top.
Beverage Selection
The beverage selection for the cupcakes will consist of wine pairings from The Vallenato
Family Winery. The Blackberry Syrah will pairs nicely with the Blackberry Bourbon Cupcake.
The Peach Pinot Grigio pairs very well with the Lemon Meringue Cupcake. Finally, the Bramble
on Raspberry Wine pairs perfectly with the Kahlua Chocolate Cupcake.
Blackberry Bourbon, Lemon Meringue,
and Kahlua Chocolate Cupcakes
Mercedes-Benz Logo to be Placed on Top of
Each Cupcake
Wine Selections for Each Cupcake Option
36 Top Shelf Events
Table Layouts and Settings
Trackside Tent Layout
The Beverage Station will consists of three 3’ by 2’ rectangular tables with white
tablecloths. The far left table will be the Water Station, the middle table will be the juice stations,
and the far right table will be the coffee station.
Hors d’ Oeurve Table Layout
The Hors d’ Oeurve table will consists of two 3’ by 5’ rectangular tables with white
tablecloths. The far left side will have 4 stacks of white hors d’ oeuvre plates, and next to the
plates will be 2 stacks of Mercedes-Benz napkins and silver forks. To the right of the silver forks
will lay a silver platter for the Salads served in martini glasses, a round silver platter for Caprese
Skewers, a silver platter for Mini Lobster Rolls with a silver serving fork, and finally a round
silver platter for Domestic Cheese Display with silver serving tongs.
Layout for Hors d’Oeuvre Tables
Layout for the Beverage Stations
37 Top Shelf Events
Buffet Table Layout
The Dinner Buffet Table will be two 3’ by 5’ rectangular tables with white tablecloths.
The chaffing dishes and utensils will be silver. On the right side of the table will be 3 stacks of
white plates. The chaffing dish on the far left will have Beef Tenderloin and Cream sauce, the
next chaffing dish will have Truffled Fingerling Potatoes, the round chaffing dish will have the
Roasted Garlic Chicken, the rectangular chaffing dish behind the round chaffing dish will have
Red Potatoes and Green Beans, the next chaffing dish will have Wild Rice and Grilled
Asparagus, and the final chaffing dish will have the Grilled Atlantic Salmon. Each chaffing dish
will have a label in front of it.
Dessert Table Layout
The dessert table will be a 3’ by 5’ rectangular table with a white tablecloth. In the center
of the table will be a round, silver pedestal of Blackberry Bourbon cupcakes. On the right will be
a square, black platter with Lemon Meringue cupcakes. To the left of the Blackberry Bourbon
cupcakes will be another black, square platter with Kahlua Chocolate cupcakes. Around the table
will be dessert plates. Each cupcake platter will have a label sitting in front of the platter. Each
cupcake will have the Mercedes-Benz logo.
Example of the Dessert Pedestals
Example of the Dessert Table Layout
Example of the Dinner Buffet Table Layout
38 Top Shelf Events
Dinner Table Layout
The 60” round dinner tables will have white table cloths, 8 place settings, and an ice,
light up centerpiece. The centerpiece will be 10” tall so employees can comfortably mingle with
others at the table. The centerpiece is simple, yet elegant just like the Mercedes-Benz
automobiles. The centerpiece will also serve as a conversation piece.
Dinner Table Place Setting
The place setting will include a silver charger, black napkin folded and placed on the
charger, a water glass, dinner fork and knife, and dessert fork and spoon. The menu will be
placed inside the napkin.
Example of the Dinner Table Layout Larger Version of the Centerpiece
Dinner Table Place Setting
Silver Charger Example of Napkin Fold with Menu
Placed Inside
39 Top Shelf Events
Decorations Overview The decorations will follow the Mercedes-Benz and auto-futuristic theme. The color
scheme will consist of white, silver, and black. These are the colors of Mercedes-Benz, which
also follows the auto-futuristic theme. All decorations will be simple and clean, just like the
Mercedes-Benz automobiles. Each room will be accented with white fabric draping and accent
lighting on each wall.
Pantone Color Scheme for Decorations,
Linens, and Furniture
Example of White Fabric Draping and
Accent Lighting on Each Wall
Layout of the Different Event Rooms in the Officer’s Club to be Further Discussed
40 Top Shelf Events
Introduction Room As employees enter the first room, they will be greeted by one of our staff members at the
Registration Table. The registration table will be fitted in white fabric. Once they register, they
will be seated in Silver Chiavari chairs with white cushions, which will be setup in Theater Style.
There will be a 30’ by 28’ stage at the front of the room. The stage will have a set of black stairs
and black fabric around the bottom of the stage. The stage floor will be white tile. On the stage
will sit 3 plants on each side of the front of the stage, a black podium on the left side of the stage,
and a white curtain evenly dividing the stage horizontally behind the podium. Behind the white
curtain will be a white, circular platform with the new, silver car parked on it. There will be 4
lighting trusses around the platform to showcase the car. The white curtain will double as both a
presentation screen and method to unveil the new car. There will be a LCD projector descending
from the ceiling. The videos and presentation will be projected from the LCD projector on to the
white curtain. The equipment needed for this room includes a black podium with a microphone,
black LCD projector, 4 silver lighting trusses, a sound system, outlets for the accent lighting, and
3 black speakers on the north, east, and west ends of the stage.
Introduction Room Layout
Silver Chiavari Chair
White Registration Table
Black Podium
Example of the New Car on Display
41 Top Shelf Events
Trackside Tent While groups test drive the latest model, other groups will be able to watch and wait in
comfort under a 32’ by 32’ white, Mercedes-Benz tent. Under the tent, there will be 3 beverage
stations setup, 3 high-top tables, 5 white couches, and 5 silver end tables. There will also be 2
trashcans placed at the back corners of the tent. The beverage stations will be made up of three 5’
by 3’ tables with white cotton linens. The only equipment needed will be one outlet for the two
coffee dispensers to keep the coffee hot. There will be plenty of room for employees to enjoy
beverages, mingle with coworkers, and watch the cars race by.
Trackside Tent Layout
Example of White, Mercedes-Benz Tent Example of White Couches
Example of High-Top Table
Example of Silver, End Table
Example of Silver Trash Cans
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Workshop Room The Workshop Room will be lined with white fabric draping and accent lighting on 3
walls and the north wall will be lined with LCD Screens. In the center of the Workshop Room
will be a white platform with the new, silver car parked on it so employees can see what the car
looks like again. The platform will slowly rotate so each employee can the see car at all angles.
Evenly placed around the platform will be 12 white pre-installed interactive tables with 4 silver
Chiavari chairs with white cushions. These will be the same model of Chiavari chairs from the
Introduction Room. The groups used for test driving will sit at each table. The tables will not be
assigned. The tables will be white with the interactive screen in the middle. When the employees
are done with their marketing idea, the idea will be shown on the LCD screen wall for everyone
to see using Wi-Fi. The equipment needed for this room includes power for the LCD screen wall,
moving platform, interactive tables, Wi-Fi, and outlets for accent lighting.
Workshop Room Layout
Example of LCD Screen Wall
Example of the Interactive Tables
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Dining Room The final event space will be the Dining Room. The dining room walls will be covered in
white fabric draping and accent lighting. When the employees walk into the room, the bar and 2
bartenders from our Top Shelf Events team will be on the left. There will be 3 cocktail tables
setup for cocktail hour. The bases of these tables will be made out of Mercedes-Benz car parts.
One table with be made from a wheel and the remaining 2 tables will be made from engines. All
3 tables will have glass tops. These tables continue the auto-futuristic and Mercedes-Benz theme.
The live entertainment will be across from the bar on the right side of the room. Hors d'Oeuvres
will be served both buffet style and passed by servers near the bar and bar tables. The hors
d'oeuvres will all be served in silver trays or platters. The appetizer table is a 8’ by 2.5’
rectangular buffet table and dressed in a fitted white tablecloth. After cocktail hour, employees
will move to the dinner tables. These tables are 60” rounds with white tablecloths. There will be
8 Silver Chiavari chairs with white cushions placed around each dinner table. On the tables will
be a centerpiece, water glasses, and silverware. In the center of the dining room will be a round,
white platform with the new “exploded” car suspended from the ceiling. On the front wall will
be the dinner buffet tables on the right half of the wall and dessert table angled on the left side of
the wall. The buffet and dessert tables will all be dressed in white tablecloths. When the
employees leave dinner, they will receive a Swag Bag from the tables to the right of the double
doors. The equipment needed for the Dining Room includes a sound system for the band, cables
for the suspended car, and outlets and lighting for the dessert and buffet tables and suspended
car.
Dining Room Layout
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Examples of Cocktail Tables
Example of the “Exploded Car” Suspended over the Platform
Example of 60” Dining Tables Example of Buffet Tables
45 Top Shelf Events
Welcome Bags
Since employees will be arriving for the Corporate Retreat the night before, we decided
having a Welcome Bag waiting for them at the Front Desk during check-in would be exciting.
The welcome bags will fit the likes of both the female and male marketing employees. All items
will be placed in Mercedes-Benz tote bags with a name tag specifying who the bag is for. The
name tag will also be worn during all Corporate Retreat events. The Welcome Bag will also
include the schedule for the following day’s activities. Each item in the Welcome Bag will be
beneficial for the Corporate Retreat. The Coffee Travel Mug can be used throughout the day, the
jacket can be used if it is cooler outside during the test drives, and the USB and pen can both be
used during the presentation and workshop activities.
The following items will be included in the Welcome Bag:
Tote Bag Name Tag
USB Flash
Drive
Pen engraved with
employee’s name
Limited Edition
Jacket
Coffee Travel Mug
engraved with
employee’s name
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Swag Bags Swag Bags will be given to employees by our staff as the employees leave the retreat.
The women will receive a tote with their name and title embroidered on it, while the men will
receive a backpack with their name and title embroidered on it. Each swag bag will include items
that both females and males will enjoy, while also adding additional items to accommodate
different gender interests. Each item in the Swag Bag can be used daily, no matter the location or
occasion. These items are licensed by Mercedes-Benz and embody the classic and versatile
Mercedes-Benz lifestyle.
Each employee will receive the following items in their Swag Bag:
Wine Stopper and Corkscrew Stemless Wine Glasses Swiss Army Knife
Golf Umbrella Customized T-shirt with New Car Model
Personalized
Laptop Sleeve New Car Model
Computer Mouse
Phone Case fit for individual
employee’s phone
47 Top Shelf Events
In addition to the previous items, female employees will receive the following items in a tote bag
embroidered with their name and title.
Women’s Tote
Mercedes- Benz Logo
Votive Candles Engraved Women’s
Watches
Personalized Make-up Case Personalized Nail Care Kit Nail Polish Kit
48 Top Shelf Events
In addition to the original items, male employees will receive the following items in a backpack
embroidered with their name and title:
Men’s Backpack
Golf Kit Engraved Men’s Watches
Cologne Kit Cuff Links Personalized Shaving Kit
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Transportation Flight
Due to the fact that employees will be traveling from across the country to attend this retreat, it is
important that they arrive at the hotel in a timely manner. Employees will be responsible for booking a
flight via Southwest Airlines at least a month and a half prior to the event date. Through working with
Southwest Airlines, we have created a voucher package that will supply all retreat guests with a $275
airfare credit valid only to Atlantic City International Airport on April, 15th 2016 and departing from
Atlantic City International Airport again on April, 17th, 2016. If travel fees exceed the $275 limit, then
reimbursement will be provided. Upon arrival at the airport on Friday night, employees are directed to
take the free shuttles provided by the Borgata Hotel. The shuttle runs every half hour, and it will also be
used to reach the airport again on Sunday. When guests arrive at the hotel, they will be responsible for
checking into their rooms and getting on the charter bus to the event venue the following day.
Southwest Airlines
Shuttle Service from the Airport to the Borgata Hotel
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Shuttle Service The Borgata Hotel is approximately 40 miles from the New Jersey Motorsports Park, where the
event will occur on Saturday, April 16th, 2016. In order to ensure all guests arrive at the retreat on time, a
charter bus has been rented for the day. The bus will leave the front entranceway of the Borgata Hotel an
hour and 15 minutes prior to the event start time and return to the same spot at the conclusion of the
event. The ride is less than an hour and the luxurious charter buses are extremely comfortable. Each bus
can hold up to 61 passengers, so one bus should be sufficient for the guests. There will also be a
bathroom and televisions on board.
The Shuttle Bus Route from the Borgata to the New Jersey Motorsports Park
The Shuttle Bus Route from the Borgata to the New Jersey Motorsports Park
51 Top Shelf Events
Security In order to keep any unwanted persons from entering the events and disturbing the
employees, we have hired a door guard to sit at the entrance of our events rooms during the
indoor sessions. In case of an emergency, the guard will also help out with the evacuation and
safety of our guests.
During the outdoor test driving part of our event, New Jersey Motorsports Park has
supplied us with track officials and track security that will keep things in order while the
employees are using the track. This also includes fire protection and prevention. We will go
through Mercedes-Benz for the waivers that the employees will be filling out for their safety
while driving the cars.
Track Official
Door Guard
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Budget The overall estimated budget for the Mercedes-Benz Corporate Retreat includes everything from
airfare and hotel rooms to decorations and security. We have worked out great deals with our
excellent vendors to give Mercedes-Benz the best prices for both high quality products and a
priceless experience. The overall estimated budget is as follows:
53 Top Shelf Events
Conclusion Top Shelf Events is dedicated to providing our clients with the highest quality events.
We have been in business for around 10 years, have done over 50 events nationwide, and have
over 40 years of combined experience in the event planning industry. We have never failed to
meet a client’s expectations and are continually recognized for our exceptionally high standards
and our attention to detail in every facet of event planning. This event is designed to build
teamwork within the top 48 Sales and Marketing Managers at Mercedes-Benz and provide them
with a solid base for the future of Mercedes-Benz. Mercedes-Benz is globally recognized as a
leading innovator in the automobile industry, and this event is geared towards continuing that
excellence and preparing for the future of Mercedes-Benz. We pride ourselves on our high
caliber productions and guarantee a flawless event.
54 Top Shelf Events
Appendix With close to 10 years of experience, and over 50 events successfully executed, Top
Shelf Events cannot be more proud and honored to host a world class name such as Mercedes-
Benz. In the past we have held events as far west as California and as far south as Key West, but
we have never held an event in the state of New Jersey so this will be a new experience for all of
us. Our passion and the way we do things are above the rest, which is why corporations come
back to us for their events again and again.
When you hear the name Mercedes-Benz, you know you are going to get quality and
innovation in your products. Since 1886, Mercedes-Benz has been producing cars for every type
of consumer. The company was not first called Mercedes-Benz but actually Daimler Motors.
Carl Benz started the corporation when he developed the first car, which was actually a three
wheeled “motorwagon” (MBUSA). In 1901, the first car was topped with a Mercedes-Benz
classic logo. This is when the dynasty began. From then on, innovation was the Mercedes-Benz’s
main focus, and still is today. Mercedes-Benz was the first to introduce the first car with multiple
valves (1910), the first super charged engine (1921), the first fully 4 wheel independent
suspension (1931), and many more firsts that we take for granted in our cars today. Since the
development of technology, Mercedes-Benz has been the leader of taking this new technology
and putting it behind the wheel of their vehicles. Today their cars are some of the safest, fastest,
and most futuristic vehicles on the market.
While hosting this immaculate corporation, Top Shelf Events looks forward to the
opportunities in which we can learn from Mercedes-Benz and apply it to our own ideas.
Mercedes-Benz is truly the leader in innovation, and that is something anyone can admire and
learn from to make themselves better in their specific field.
Logo for Top Shelf Events
55 Top Shelf Events
Top Shelf Events Production Schedules The following schedules will be implemented by our team at Top Shelf Events to ensure
a successful and organized Corporate Retreat for Mercedes-Benz:
Friday, April 15th
, 2016
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Saturday, April 16th
, 2016
57 Top Shelf Events
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