Knickerbocker

A New Year’s Celebration Spanning Past and Present

Knickerbocker
  • Knickerbocker

  • Times Square, New York City

Challenge
After Prohibition closed The Knickerbocker hotel in 1921, it underwent a $250 million renovation slated to open on New Year’s Eve 2015. The hotel (rumored to be the birthplace of the martini) planned festivities that recalled the splendors and indulgent revelry of its turn-of-the-century heyday. Their team sought a production and design partner who could tell the story of the hotel’s history and roll out the red carpet for an ultra-exclusive, immersive experience. Guests would usher in the new year amid unrivaled views of the most-watched New Year’s Eve celebration in the world, while paying homage to the legacy of the hotel.

Strategy
After a long search vetting top agencies, The Knickerbocker tapped RWS Entertainment Group as the exclusive event producer for its NYE celebration. Our approach was to bring the stories of the hotel’s famed residents, the Saints & Sinners from the Prohibition era, to life through a unique experience on the 4th floor. Guests were surrounded by murals, antique decor and immersive performances that took them back to the 1920s. It culminated in a modern-day celebration with a big reveal at St. Cloud, the hotel’s spectacular rooftop bar, which offered a bird’s eye view of the famous Times Square ball drop and included custom ice sculptures, pop-up performances and luxe decor.

Results
The Knickerbocker re-opening celebration was a sold-out, “must-do” event offering some of the best views of the ball drop in Times Square. The client was so impressed with our efforts, they continued to promote us as a preferred vendor and bring us back for other events on property.