Mixing It Up with Tobin Ellis and Perlick

Yesterday I had the opportunity to work with Perlick at the NAFEM trade show in Anaheim. I haven’t shot there in a while, so I was quickly reminded of how large the Anaheim Convention Center is. Fortunately they have great staff, and the greeters helped me find my way with a friendly attitude.

Perlick taps display highlight some of the premium bar and beverage equipment available
Perlick bar equipment

Perlick manufactures a wide array of both commercial and residential bar equipment, and they had tons of it on display. The stainless steel was everywhere – just what a photographer looks forward to seeing. Particularly when the show is open and active, and you have lots of people browsing. I used my new Nikon D750 here, and it did a great job on the shiny, contrasty stainless steel in a massive fluorescent-lit room. (A color meter helped me verify the ambient light, so I could gel my fill-flash to closely match.)

Tobin Ellis' Signature Cocktail Station display by Perlick for NAFEM  Tobin Ellis' Signature Cocktail Station by Perlick

One of their big attractions on this day was having the renowned Tobin Ellis, owner and principal of BarMagic, demonstrating how to work a (ideally configured) bar. I learned quite a bit about bar efficiency during this short demonstration – just one of the many reasons I love my job! “Perlick’s new Tobin Ellis Signature Cocktail Station is a breakthrough achievement in underbar design resulting from an ambitious collaboration between 6-time national bartending champion and celebrated bar designer, Tobin Ellis and the award-winning engineering team at Perlick.”

Tobin Ellis Mixologist Tobin Ellis Bartender Tobin Ellis

Tobin definitely “wowed” the crowd, demonstrating a couple of different signature drinks and how bartender efficiency can greatly improve a bar’s profits. A variety of images from many angles in a crowded event — one of the reasons Morton Visuals excels!

The Most Important Thing to Show at Your Conference

As a professional event photographer, I have opportunities to see (and photograph) a wide range of conventions, conferences, awards banquets, and other corporate events. Over the years I’ve noticed distinct differences in each event – what’s featured and emphasized, what’s offered in terms of entertainment and activities, and what attendees do during the event. When a convention or conference includes a trade show you see your normal assortment of booths featuring products and services, and attendees all browse. Conferences see speakers presenting informational or motivational speeches. With awards banquets you have presentations and congratulations abound. One thing they all have in common is a desire to engage – for speakers to connect to the audience, vendors to “put a face to the name” and build personal relationships with customers, and companies to acknowledge awards-winners.

Former First Lady Rosalyn Carter greets VIPs at the American Psychological Association (APA) conference in San Diego, CA.
Former First Lady Rosalyn Carter greets APA guests

A vendor at the Johnstone Supply tradeshow greets a potential customer
A vendor greets a customer

A UoA rep greets a NACE member at the BP Career Fair
Career Fair networking

A HR representative from Shell Oil greets job-seekers at the NACE convention
HR rep meets career-seeker

I look for moments. From my perspective that is best illustrated when people meet. Before they start highlighting their goods or talking business there is an initial smile and greeting, usually with a handshake. To me this encapsulates the interaction of networking, and the engagement that sponsors, vendors, and organizations seek. Connecting people – whether for sales or camaraderie – makes events great, and in my humble opinion, successful. I capture this by watching for those smiles and handshakes.

What aspect of a corporate event do you feel is the most important goal? Tell us in the comments below!