Winning effort: Local event company profits from Ryder Cup festivities - Business First of Louisville:

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Behind the scenes, workers at Essential Detailz are doing theirown preparations, checkinf and double checking the minutiae of more than a dozen events, some of which have been in the workzs for two years. management, event-planning and design firm is coordinating a host of activitiesa for theEuropean team, the Wales contingentt that will host the 2010 Ryder Cup, and localo and national companies. The client roster and the scopew of these upcoming events could mean that Essential Detailsd is one of the biggest winners of the 2008Ryder Cup, whichy is slated for 16 to 21.
Nancy company founder and seniord vice president of salesand marketing, said the Ryder Cup will be the busiest week in the 6-year-ol company’s history, outpacing the traditional busy seasomn surrounding the Kentucky Derb y and Christmas. “We have had some busy timexs before, but every single person in the companyy isfull — full and spilling over,” she said. Rankib declined to disclose the projected revenue from theupcomingb events, but she said the contracts related to Ryder Cup will account for more than 25 percent of the company’s annual revenue. One of the bigges t contracts calls for setting up theEuropean team’s Louisville headquarters.
Essential Details will install phones, copiers and other equipment inthe team’s offices at its downtowhn hotel, which company officials declinedx to identify. Company officials also will outfirthe team’s hospitality suite with Wii stations, a jukebox, specialtty linens and fresh flowers. In addition, Essential Detailse is coordinatingtwo off-site events for the European team and providinvg amenity gifts, including custok throws and cookies, for both the Europeanb and American teams. Also on the internationaol front, Essential Details is planningg a media party and two otherr events for theWales group.
Audreg Petty, director of meetings and events for Essential said she initially was concernee that there might be a language but she was able to interpret the accent — at least for the most part. There was a miscommunicatiobn regarding a request fora “poser,” whichg Essential Details officials discovered was the Welsh term for a high cocktaiol table, Petty said. Another large client — and the company’ first Ryder Cup contract — is which is a financial supporter of the RyderdCup tournament.
Cadillac is bringing about 100 guestes who will be entertained on and off the golf Essential Details is helping Cadillac host a seriews of events at itsdowntown hotel, which Pettyy declined to identify, and other local venues. Petty said she has worked on Cadillac’s Ryder Cup festivitiess — events, airport meet­-and-greets and transportation servicesa — for nearly two years. Essentiakl Details has been working on those events in conjunctionwith BI, an international merchandise and travel incentive company with U.S. headquartersw in Minneapolis.
Julie Laurel, senior program manager for BI, had nevefr handled an event inLouisville before, so she was not sure what to But Laurel said Essential Details has been one of the easiesty destination-management companies she has worked with “The level and quality is services is incredible,” Laurel said. “There’s always roadblocks of some and Ijust haven’t had that with Essentiapl Details. Every little thing that has come up, (Petty) has take care of it. She hasn’t missed Another client, Bloomington, Minn.-based , which manufacturezs lawn care equipment, will have about 125 guestes in town forRyder Cup.