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Beauty // @katienashbeauty
Entertainment // @aaronaxelsen @sami.fink
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With our tall windows letting the afternoon light flood into our Balder Hall, it is the perfect entry point for easing your guests into the night with a scrumptious charcuterie.

Here is a look at the beautifully crafted charcuterie table by Work of Art Catering and Events who took so much care into making our halls extra homely and inviting.

This hand made charcuterie boasted amazing highlights such as smoky capocollo, prosciutto, nduja, earthy marinated olives with cumin, tangy seasoned pickled and fermented vegetables, and artisanal cheese such as truffle tremor, petite ash brie, gorgonzola dolce, and more! Carefully curated from the North California region to show what San Francisco has to offer.

“something from the ocean and something from the hills”

To go with the earthy elements of the evening, there was this carefully selected spread of seafood such as pacific oysters from the tomales bay, and deep bay, hearts of palm ceviche with cucumber aguachile, avocado, and lemon oil, and gulf prawn ceviche with coconut, ginger and lime!

After the warm introduction to the evening, our grand Freja Hall with it’s extended Mezzanine is the perfect venue to bring everyone together to celebrate the love of Nicole and Kevin.

It was a San Francisco summer wedding that had everything falling into place for the perfect day. Megan and Joe exchanged their lovely vows under the bating breaths of close friends and families eagerly waiting for the two love birds to finally come together as one.

In a Nordic-inspired wedding venue located in San Francisco, the Swedish American Hall venue opened up some space for the love and care that Megan and Joe have for each other to fill up the rooms for all to witness.

The wedding ceremony had guests ushering to the Balder Hall that had everyone seated for the exchanging of vows of Megan and Joe. The ceremony was punctuated with laughter from inside jokes, and joyful music bouncing off the wooden beans and high ceilings while serenading everyone in a cozy Nordic feel.

To get a feel of the grand scale of things, Megan and Joe’s guests easily filled up the Freja Hall, the largest of event areas, where they mingled around the hall’s two levels beautifully-detailed with wooden paneling, and ambient lighting. It felt that time was at a standstill at the Freja Hall as everyone took the precious opportunity to rediscover each other in an unforgettable celebration.

We are super grateful for Megan and Joe to have chosen our venue for their wedding, and for Ryan Sin Photography for capturing these intimate moments.

We’ve decided to offer our interview with Mike in full below. Check out Mike’s take on the future of virtual reality in events, strategies for creating interactive options during virtual programming, why in-person gatherings will never totally die, and more. 

ES: Do you see live streaming as the future of live events or live music? Why or why not?

MK: Yes and no. I think the last 7 months have revealed how much we crave human interaction. There is no virtual equivalent to spending time face to face both on a human level and a business level. I think that virtual options will become a tool for greater inclusion in events and it gives a different kind of access to musicians and other artists. But, for those who want in-person interaction, and have that ability, there is a strong and pent up desire to gather.

ES: How might the shift to virtual events impact your technicians? Is there a learning curve or new skills to master, or is it much of the same?

MK: It’s a lot of using the same tools in new ways along with learning new software and hardware. We went from a live events company to a television studio virtually overnight in March. There has been a rapid learning curve in networking, IT and streaming video software that we rarely dabbled in previously. We also have a greater need for technical directors now than we have in the past so yes, there is a lot of learning going on.

ES: How have you conceptualized unique virtual experiences for at home audiences? Any ideas on using venues to create a look/feel for a virtual event? 

MK: We have a sound stage in our warehouse that we built a few months ago. One of the features is a green screen that enables us to manipulate the background for anyone in front of it (just like a weather person on TV) so that has helped up get creative and incorporate client themes into their virtual events. If we have an event that is calling attention to a building (these are primarily fundraisers for schools or organizations) we encourage shooting some portion of the program in that venue to remind guests what they miss about that physical space. We have also been encouraging clients to go to larger venues when they have lots of presenters. The larger venues just help everyone feel more comfortable with social distancing requirements.

ES: How have your clients reacted to the shift to virtual or hybrid events? What has worked, what hasn’t, and what have you learned?

MK: Oh yes. April and May were the denial months where people thought, this will all be over by the fall so we don’t need to consider virtual. June and July were the months of realizing this isn’t going away and clients wanting to just make virtual events happen. Now we are in the phase where everyone has seen several virtual events, they know what they like, don’t like and clients are looking for ways to stand out by doing something different. 

It’s familiar because it’s what we dealt with on a regular basis in live events, but it’s also a new challenge because there are fewer tools available to us. There have been numerous platforms that have popped up recently and I think most are trying to figure this piece out. How do you make it feel like an in person event and get the engagement people want. There’s chat, emoji reactions, hash tagged posts on social media and breakouts as available tools. Breakouts are what most people want, to be able to create more intimate environments but the technology simply hasn’t caught up to match the experience of physically walking from room to room in a venue. I think smaller conversations are a great way to create a more personal experience, we’re just waiting for software engineers to figure it out :) In the meantime, people are consistently using the other tools that are available.

ES: Have you had any discussions about what hybridizing events looks like (ie: live-streaming a wedding or a holiday event while some guests are in the venue)? What challenges might you face as A/V production, or what considerations should clients have?

MK: Absolutely! We are working on a few weddings that have a very limited guest count and will be streaming out to those who cannot be there in person. I think it’s a great model and again, becomes way more inclusive for people who are unable to or don’t want to leave their home. I think the main complication is avoiding the feeling that those who are in the room are having a more VIP experience. For most events talking about this model, we’re talking about stationary cameras creating a situation where people onsite have the ability to move around the space in a way that people streaming do not. Also, think about a fundraiser with an auction. By no fault of their own, an auctioneer will likely be drawn more to a paddle raised at a table in front of them as opposed to someone doing so virtually so what if the person at home loses out on an item due to an internet connection. 

On the other hand, we’re seeing record engagement in events. Organizations are not constrained by a physical space so they can get many more viewers that were historically possible. In short, it’s great as an inclusion tool and you just have to keep logistics in mind because the internet is supporting so much more of this industry than it has in the past.

As we started our research on  creative alternatives or changes to event catering, we talked to David Zlatchin, owner of Betty Zlatchin Catering and Events. Betty Zlatchin has been known industry-wide for their creative food displays, top notch standards of service, and comprehensive event planning offerings for over 25 years. David’s take? Safety is, and will remain, a top priority for both guests and staff. BZ’s offerings reflect many of our own Covid-19 safe concepts in the venue: limited contact, individual portions, and small seating groups. When it comes to the food itself, one thing is for certain; large format options that had become popular in the later half of 2019 are no longer a possibility.  “The buffets we are doing are focused on individualized, packaged items so there is limited contamination opportunity.” said Zlatchin. Examples include individual salad boxes, and mini sushi assortments. As far the classic passed hors d’oeuvre, BZ is discouraging clients from requesting these options, instead offering multiple stations around the event space with individualized, mini tastes of beautifully presented canapes, covered with lids or cloches. 

For other businesses, the focus on event catering has been shifted entirely. At Bi-Rite Catering, a beloved SF institution, their events department has chosen to press pause on future full service catering bookings until there are safer options for gathering, choosing instead to put their full weight behind their popular platter delivery options, which arrive beautifully displayed and ready to serve. Even with a pause on current event offerings, Catering Manager Cat Robinson said her team is looking into the future: “When events do come back, some of our plans include portable sneeze guards to cover all food tables, sanitation stations near all high touch areas, and pre-shift wellness and temperature checks for all team members.” In the meantime, encouraging social distancing and doing delivery service will allow small groups to enjoy the convenience of catering without adding additional risk variables to the equation. 

Ideas for the future are great, But what about the events being hosted right now? Virtual events, that is. Cyrus Pahlavan of McCalls Catering and Events shares his team’s vision:  “Many of our current clients are switching to hybrid, virtual events, and this can take many dimensions: It could be a predetermined menu served by staff, to the permissible number of guests in Cafe du Nord, for example, while at the same time others, in their home, connected remotely, would receive same menu in a box package, complete with menu details and heating instructions.” This “hybrid” vision is the future of events as we see them at Swedish American Hall - a combination of small groups gathered in person, and remote attendance for those who wish to enjoy celebrating from the comfort of their home. 

No matter the path chosen, it’s clear that our leaders in catering see a new future for event services, and are finding nimble, innovative ways to pivot their offerings to meet the needs of our clients and guests through this strange new world. We can’t wait to begin hosting small, safe events and discovering the incredible ways we can collaborate with our vendors to bring you the best possible event experience while keeping our focus on safety at an all time high. For now? Check out these great home-delivery options from our partners and create your own mini event experience at home: 

https://www.bettyzlatchin.com/socially-distanced-events

https://biritemarket.com/catering/

https://mccallsmarket.com

The hardest part of planning a small gathering, especially one that you’d prefer to be much larger, is cutting down your guest list. This is a touchy subject and one that has been covered by countless wedding and event publications even before the pandemic hit. Now in these unprecedented circumstances, the question of who to invite to your event becomes even more important. We recommend making decisions through the lens of your “risk profile”; in this context we’re talking about your specific comfort level around gathering, your contact with high-risk friends and family members, etc. 

When considering your risk profile, first make determinations about what types of activities might automatically exclude a potential guest from your list. Does the individual work in a high risk environment (medical field, direct consumer contact, etc)? Are they regularly following social distancing and safety practices? Do they have elderly household members or share a home with folks who have pre-existing conditions? Your specific risk tolerance may vary and you can set these guidelines based on your specific needs. From there, consider the precautionary measures you’d like your guests to take in advance of your event and how you can facilitate through a planner or event producer. 

Pre-event precautionary measures are paramount to a low-risk, small gathering. When creating your invitations, consider adding an additional card with these required measures and ask that guests only RSVP to attend if they are able to meet them. Best practices include a minimum 10 day self quarantine from other individuals (including anyone in their “pod”) and pre-event covid testing with a negative result given within 48 hours of the event. Some hosts may even request a full contact tracing log for the week leading up to the event including everything from food delivery handoffs to grocery shopping! Most importantly, be sure to review your guest list and confirm that you feel confident that all RSVP’d attendees will comply with your precautionary measures. 

Now that you’ve decided on your risk profile, your required pre-event precautionary measures and your invite list ready - consider the best ways to communicate with your loved ones, both those who are invited and those who are not. Are you prepared to make a personal phone call to follow up on the invite or lack thereof? Are you able to send out a “wish you were here” style note to those who cannot be invited or who do not have a risk profile that matches your own? If possible, consider adding a virtual element to your event that folks can participate in from home - this can limit the FOMO for those who are unable to join in person. 

We hope we have offered some food for thought and strategic best practices for future gatherings as we learn to navigate the world through the ongoing pandemic. We cannot stress enough that while we can’t wait to celebrate with you again, it is paramount that safety comes first! Know your risks, and plan accordingly.

Let’s start with best practices for physical distanced seating, as laid out in CA state guidelines and operationalized at live events in other parts of the world. Groups of 4-6 are recommended, and preferably contained to those who share a household. It’s clear that venues cannot guarantee a shared household grouping, but we can focus on keeping seating arrangements to pairs of 2 (since many folks attend live events on dates or as a pair) and/or groups of 4 for concepts like “dinner and a show” or for private events. 

Once you’ve established the best grouping options for your venue or event, consider flow and service needs. A 4ft clearance between groups  and clear paths to all egresses is required by our local Fire Dept, and referring to your local FD requirements should be the first consideration in formulating a layout.  Further considerations include speed of service for food and beverage staff, ease of pathfinding for guests when being seated, and unobtrusive paths to restrooms, merch areas, etc. Every venue, and every event is different; no one layout will work for everyone. Starting the process early and using any of the many free online CAD tools to begin formulating your new floor plans will be key to successful events as soon as they are able to happen. 

With all practical considerations in mind and your initial plans mapped out - now comes the fun part: using structural decor to create attractive, experiential “pods” for your groups. Rounding back to the economics of producing live events with lower capacity, and the higher ticket prices that will come with these requirements, we look at our plans with the idea of an elevated experience in mind. This could mean everything from custom plexiglass barriers between pods with lasered designs, to artificial hedges or plants surrounding seating groups, or even tiered platforms to ensure a great line of sight for all guests. By incorporating decorative elements into your physically distanced layouts, you can curate a new, immersive experience for guests that provides safety and follows protocol without shouting “we’re in a pandemic!” and reminding the crowd of the difficult realities we are facing. Creating an opportunity for guests to suspend those realities and enjoy themselves while keeping the highest levels of safety will strike the balance necessary to fill those seats and operate successfully. 

For many businesses, when we begin to think about the best ways to create new experiences in this context, many of us feel the need to appeal to the client experience first. As our team discussed our path forward, we knew one thing for certain: our staff is our lifeblood, and their safety is an unmatched priority. So how do you keep your team safe and still provide excellent service to your guests? 

The most obvious measures for staff safety are some that we’ve seen go into effect in many bars and restaurants across the world: plexiglass barriers at guest contact points, additional PPE such as gloves and masks, and increased frequency of sanitation on high contact surfaces. But we know we can do more. Our planned best practices include staff support for accessing biweekly free covid testing, and an innovative new scheduling technique that includes a scheduled on-call role to cover any short notice call outs, allowing the staff to more confidently call out if they begin to experience symptoms the day of a shift. We also intend to implement “compassionate isolation” protocol, a system that allows for testing and tracing to be effective, by creating a secure opportunity for staff to take a 2 week quarantine without a change in employment status or significant financial hardship. 

By taking this concept of staff safety a step further, and combining it with a focus on guest experience, venues can create unique service styles that facilitate minimal contact between the staff and the guest, while still offering high quality beverage service. These service styles can vary: think everything from small format, 1-2 serving bottled cocktails set at each guests place setting, to larger format “bottle service” style cocktail kits for small groups within a larger event setting. This new wave of service affords the guest a curated beverage experience while also protecting them from unnecessary contact with individuals outside of their direct social bubble. We are also exploring self-bussing of drinkware and single use rental items to avoid staff contact with potentially contaminated items, something that has become increasingly popular in the outdoor dining phase of re-opening here in San Francisco. 

With these thoughts in mind, Swedish American Hall is prepared to be at the forefront of innovative bar service for private events, as soon as it is safe for our guests and staff to gather. We’d love to hear from you, our colleagues and clients, on how you envision new styles of service at your events.