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Creative Concept

The creative concept is vital, but what is it? It’s the single idea that is carried through every aspect of the project, from the programming and signage to the menus and entertainment. “It defines the overall mood and ambiance of the event or the project,” observes Jennie Avram. “Without a workable creative concept, the whole thing won’t make sense. The concept is the glue that binds the ideas to the end result – success!”