Issue link: https://digital.copcomm.com/i/46939
IN THE BIZ Pretty Faces F More Than by Megan Wieczorek rom glitzy champagne soirées to relaxed keg-included kickbacks, the land of wine and spirits has long been known to bubble with vitality. As an industry branded with character and personality, the hospitality trade must fi nd help from the right kind of people: knowledgeable, person- able and, of course, fun loving. Cue Sinsational Events, a unique staffi ng agency that possesses precisely these qualities. able and, of course, fun loving. Cue Sinsational Events, the unique staffi ng agency that possesses precisely these qualities. Started in 2007 by Heather Bash and Tara O'Neill, Sinsational Events established its roots in San Diego, CA. With a background in promotional modeling, Bash and O'Neill built on their own years of expertise in brand promotion and created a company that would establish a special connection between brand and consumer. In order to achieve this comfortable relationship, Bash and O'Neill hire informed and personable models to provide a face to accompany the brand. Yet do not be fooled—these promotional models are not just pretty faces. Models undergo extensive training for each event, typically meeting with company representatives directly to learn background information, tasting profi les and necessary promotional material—all the tools necessary for conveying the exact image the brand desires. Undoubtedly, one of the tremendous benefi ts of Sinsational Events is the memorable, individualistic quality that the team gives to each event. As co-owner Bash explains, "Each model is a live billboard for the brand. He or she brings life to the product, where you can touch, feel and learn information fi rsthand. It's a much more holistic experience." Not decelerating anytime soon, Sinsational Events drives to consistently produce more, as they recently drives to consistently produce more as they recently segued into a more comprehensive approach to events. While the company began as solely an event staffi ng agency, it has expanded into a one-stop shop for all things events, singlehandedly carrying out full pro- grams from theme conception to wardrobe design to point-of-sale execution. With this ever-increasing benefi t to the wine and spirits industry, Sinsational Events fi nds itself becom- ing more and more relevant to business-to-consumer interaction, while also reaching an expanding audi- ence. The company that started small in San Diego has now extended into all of California, Las Vegas and, most recently, Miami and Orlando, growing ever closer to their goal of going national. "We love seeing the client happy. It's the best part of my job," says Bash. "To be able to walk into an event and see the brand brought to life with our ideas and the individual personalities of our team makes this job so rewarding." Rewarding, indeed, as Sinsational Events ensures the hospitality industry lives up to its vivacious, fun-fi lled reputation. 44 / the tasting panel / november 201 1 SINSATIONAL EVENTS MODELS BRING BRANDS TO LIFE