Concierge portfolio events(2013)b

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My name is Alex Cheng. Following my graduation from the York University/

Sheridan College Specialized Honours’ degree program, I have been em-

ployed at 9th sphere, a website design, development, and marketing com-

pany. Currently I am working for 9th sphere and have been accepted into the

Event Management: Event and Exhibit graduate program at Seneca College.

I would like to find employment in the special events industry. Ultimately I

would like to be an entrepreneur in the industry.

There is a Chinese saying, “The world never stops turning” and without con-

stantly learning and personal evolution, it is impossible to be live happily and

consciously. University had been a priceless developmental stage in my life.

My pursuit in education has allowed me to explore subjects such as existen-

tial philosophy, art performance, and evolutionary psychology. These interests

eventually worked its way into my design work as seen in the “diary of sky”

and “The Red Queen’s Enigma” (both available in my portfolio)

I have always had faith in my academic and personal pursuits, knowing that

my e�orts would eventually lead to desirable results. Holding this kind of

belief for most of my life, I have been exposed to and have actively explored

a very unique area of Fine Arts called “art performance” since my first year

CONCIERGE: LETTER OF INTENT

CIRQUE DU SOLEILCorporate Identity

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in high school. The subject remains open ended and undefined for the most

part. Art performances require controversial ideas to be expressed in a per-

formance to trigger specific reaction to the audience. In a final year course, I

was enrolled in “Design Workshop”. There was an assignment where students

had to develop a visual essay that would help determine a thesis that I would

then use to develop a design artifact at the end of the year. The visual essay

could be anything from a scrapbook to a sequence of images. However, I saw

the assignment as an opportunity to use art performance as my medium. I re-

member seeing the shocked and impressed faces of my fellow colleagues as

I presented my visual essay and then receiving an instant grade of A for the

assignment (may be seen in my portfolio).

In my final year, I took up another interesting course called “Professional

Aspect.” Renowned design professionals were invited to lecture the class and

DIZENIOCorporate Identity

I am writing this introduction to describe myself, my experiences, and how I developed my passion in Graphic Design and Events Management.

p o r t f o l i o : introduction | | p o r t f o l i o : introduction

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students were required to form a committee with departments for the pur-

pose of organizing our Design Graduation Show hosted at the Distillery. The

departments ranged from branding to display, to fundraising in which I was

involved with, where I many opportunities to organize, work with other depart-

ments, seek out venues, caterers, and come up with creative concepts to fun-

draise for the Design Graduation Show 2010. Needless to say, I had enjoyed

the whole process and the Graduation Show was a great success with many

students receiving multiple job o�ers (More information found at: http://ysdn10.com/).

Due to my extracurricular activities at the university, I became conscious of

my passion for event planning. It was certainly one of the best things that had

happened to me when I decided to join the executive team for the Chinese

Student Association at York University. From sourcing out venues and cater-

ers, to hosting committee meetings and leading club events, I took on many

roles for the club. My active participation in the club really made university life

an exciting one. I have met many interesting people, and learned a great deal

from taking on certain responsibilities. Everything I did in the last couple years

seemed to be complimenting one another. From the network I had built from

the club, I had limitless volunteers who were glad to lend a helping hand

to create my many art performances, design projects, and provided me with

many freelancing opportunities. The Chinese Student Association was truly

one of the more memorable highlights of my post-secondary education.

Aside from the academic and social aspects of my university years, I was also

a member of the Fine Arts Student Ambassador & Mentoring (FASAM) group.

As an active member, we host many events with the objective of recruiting

applicants into the Fine Arts department and to act as mentors and facilitators

between the professors and the applicants of the Fine Arts department. There

are only two representatives for each Fine Arts department and I represented

the Design department. I facilitated open communication with the applicants

of the Design department by befriending them, suggesting ideas for events,

assisting in events, lead tours around the design department, and answering

any questions the applicants may have.

The FASAMs have always been recognized by faculty and organizations of

York University as a powerful creative group consisting of high achieving

students and have often been asked to assist in projects that require insight-

ful creative solutions. One example was when the Centre for Human Rights

asked for creative assistance in creating a memorial installation to commemo-

rate the Montreal Massacre at the l’École Polytechnique University where 13

students and one sta� were killed because they were women. The solution

was the “Silent Witness Project.” Although the installation only lasted for one

day, it was held at York University’s most populated and prestigious space,

Vari Hall. On December 7th, 2009, the installation had over 8000 visitors in-

cluding the President of the University, faculty members and the students (can

be seen in my portfolio).

My active participation in the club really made university life an exciting one. I have met many interesting people, and have learnt quite a bit from taking on certain responsibilities.”

I remember seeing the shocked and impressed faces of my fellow col-leagues as I presented my visual essay.”

“

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Immediately after graduation, I started working at 9th sphere and attended

disc jockey (DJ) school as it had been a fascination of mine for a long time. To

pursue my interests in the art of dj’ing, I have seek out 3 mentors who are not

only generous in taking me out with them to gigs and giving me one-on-one

mentoring, but also in sharing their life experiences. After a year of learning

from the school and from my mentors, I have had the opportunity to host a few

dj parties myself, participating in many aspects of the planning process.

I’m not searching for a job, or method of making lots of money. I’m search-

ing for a lifestyle. As I continue learning new things and chasing new experi-

ences, I have faith that my application to the Event Management: Event and

Exhibit graduate program at Seneca is the rightful step to discovering my

place in the world: In my chaotic schedule I have developed a habit of using

an agenda, my daily work with clients has given me a knack for understand-

ing clients’ needs and the creatively interpretation of them, having dealt with

last minute set backs, I always have a plan B to pull out of my hat, I make swift

and confident decisions when there is a need to do so, I’d rather work with

people than to work alone in a cubicle, I make decisions based on a founda-

tion of research whenever possible, and I have an entrepreneurial spirit.

My passion for event planning and management lie in working with the di�er-

ent people who contribute to an unforgettable experience and watching it all

come together in a beautiful ephemeral moment. I sincerely believe that ask-

ing the right questions rather than having the answers handed down to you in

a silver platter, because when one is given a question that’s worth finding an

answer to, one would go to profound lengths into answering it…

Alex ChengJANUARY 2011

Jobs, Steves. “Stanford University: Commencement Speech 2005.” Commencement Speech 2005. CA, USA, Menlo Park. 14 June 2005. Speech.

It is impossible connecting the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect, because believing that the dots will connect down the road will give you the confidence to follow your heart even if it leads you to the well worn path.

In my chaotic schedule, I have developed a habit of organization, my daily work with clients has given me a knack for understanding clients’ needs and the creatively interpretation of them...”

... I make decisions based on a foundation of research whenever possi-ble, and I have an entrepreneurial spirit.”

“

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a teddy bear affairTHIS YEAR’S ANNUAL TEDDY BEAR AFFAIR HAD THE THEME OF 1920'S ERA

Paris, France in a decade known by many as “LES ANNÉES FOLLES” or the

Roaring Twenties. The theme drew influences from Woody Allen’s Midnight in

Paris and the Great Gatsby by F. Scott Fitzgterald. The evening brought over

1,000 of the GTA’s influential and senior executives, co-hosted by Toronto

Adriano Belli from the Toronto Argonauts, and Jennifer Hedger, TSN Sports-

centre anchor.

A Teddy Bear A�air was a huge success raising over $1.3 million that night.

CONTRIBUTIONS: Was chosen by Children's Aid Foundation for best RFP. Man-

aged all decor concept, setup and decor logistics. Managing over 25 sta� on

the day of the event and ensure all load in and load out logistics.

EVENT: A TEDDY BEAR AFFAIR (CHILDREN'S AID FOUNDATION)Venue: MTCC Metro Toronto Convention CentreRole: Event Manager (Designing Trendz) for Decor & RFP CreationYear: 2012

p o r t f o l i o : a teddy bear affair | p o r t f o l i o : a teddy bear affair

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bloorstreet entertainsAS THE MANY LUXURY RETAIL STORES OPEN THEIR DOORS TO ATTENDEES OF

Bloor Street Entertains' 15th anniversary, notable chefs and celebrity guest

contribute to a night of generous giving.

Working directly with the headquarters of DIESEL, we have created a more

feminine concept that was consistent to their new line of clothes and brand

direction with a twist. As a charity we have came up with a concept to use a

jewllery holder with carnations on it's head to create this stunning piece. The

runner is designed specifically for this event and the mirror chargers were

place along with the chosen "crush silver" linen to give it a chic look.

Managing on a shoestring budget, the event was a huge success that

contributed to raising over $800,000 that night for research for AIDS (CANFAR)

CONTRIBUTIONS: Designer and Coordinator.

COMPANY: CANFAR (RESEARCH FOR AIDS)Venue: Diesel in YorkvilleRole: Event Designer / CoordinatorYear: 2011

p o r t f o l i o : bloorstreet entertains 2011 | | p o r t f o l i o : bloorstreet entertains 2011

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a evening of hopeFERTILE FUTURE, A CANADIAN NON-PROFIT ORGANIZATION PROVIDING FERTILITY

preservation information and support services to cancer patients and oncol-

ogy professionals, held its Evening of Hope fundraising initiative May 10 at

Hart House in Toronto.

Hosted by CTV personality Anwar Knight, the event featured artist Beckie

DiLeo painting live to music performed by acclaimed classical pianist Shosha-

na Telner, as well as a silent auction.

As the first Fertile Future event in Toronto (Based in Ottawa), it was a huge

success. Over $40,000.00 was raised that night and had recieved many me-

dia exposure before and after the event.

EVENT: A EVENING OF HOPE (FERTILE FUTURE CANADA)Venue: The Hart House (University of Toronto)Role: Event Manager & Volunteer ManagerYear: 2012


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soirée: tabletop competition (entry)FOUR SEASONS HOTEL WILL BE MOVING TO THEIR NEW BUILDING NEXT YEAR.

This sample table is for their "Closing Ceremony" as they close their old hotel

and move into their new one.

The mirrors on the wall symbolizes recognition of their attendees.

There will be a circle bar in the middle of the venue. In the center of the bar

will be a tree with all four season on it (Much like their logo). From the tree,

the venue will be divided into four section from the center (one season for

each section).

This tabletop sample is the winter table in the "winter" section of the venue.

CONTRIBUTIONS: Designer and Competitor.

EVENT: TABLETOP COMPETITIONRole: Competitor / DesignerYear: 2011

p o r t f o l i o : soirÉe: tabletop competition | 15e: tabletop competition | | p o r t f o l i o : soirÉe: tabletop competition

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motoamorÉTHIS ANNUAL EVENT HAS RAISED OVER A MILLION DOLLARS THIS YEAR TOWARDS

the Toronto General and Western Hospital Foundation. The event started out

at the Mosport International Raceway, where attendees' driving skills were

put to the test. The event continued at night in an old Porshe dealership. The

space certainly had transformed dramatically to accomodate 6 catering com-

panies (all participating sponsors), two live bands on stage, and a renowned

DJ. There were also participating sponsors such as "Ferrari and Maseratti of

Ontario" who lend us thier cars for showcasing and rogers. The event acco-

modated over 500 attendees this year and have been the most successful

Motoamore event to date. With such a great turnout this year, plans for the

next year's event is already on their way.

CONTRIBUTIONS: Assistant to main Event Coordinator (Elvira, owner of Devan),

onsite coordination and ensure smooth event flow.

EVENT: MOTOAMORE (CHARITY)Venue: Used Porche Dealership Role: Event Designer / Coordinator for DEVANYear: 2011

p o r t f o l i o : motoamorÉ | 17p o r t f o l i o : motoamorÉ | | p o r t f o l i o : motoamorÉ

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ferrari's exclusive launchTHIS EVENT IS A HIGHLY EXCLUSIVE PRIVATE LAUNCH IN TORONTO HOSTED BY

Ferrari. As the photos taken at the event were controlled strictly by our client,

we are unable to portray them in the portfolio. However, our 3D render of the

space and the proposal are used instead.

CONTRIBUTIONS: Contibuted to concept layout (work with Cathy and Elvira), in

charge of 3D render and overall proposal execution.

EVENT: FERRARI'S EXCLUSIVE LAUNCHVenue: Airship 37Role: RFP Proposal / Event DesignerYear: 2011

p o r t f o l i o : ferrari's exclusive launch | 19ferrari's exclusive launch | | p o r t f o l i o : ferrari's exclusive launch

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chinese new year (hsbc bank)ANOTHER CHOSEN RFP FOR HSBC BANK WITH 500 ATTENDEES. THIS YEAR IS the

year of the snake. As the client have requested an RFP from over 5 decor

companies, we are very lucky to be chosen to do this event this year.

EVENT: CHINESE NEW YEAR (HSBC BANK CANADA) Venue: Markham Hilton Suites Role: Event Manager (Designing Trendz)Year: 2013


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toronto special events networkSPECIAL EVENTS ARE INTRICATE NETWORKS OF PLANNERS, CATERERS, SPECIAL

lighting & e�ects professional, etc. who provide their services to create a

significant experience. From weddings to corporate events, the success of a

special event requires the expertise and talents of many event professionals.

This group was founded with the vision to connect event professionals and to

provide event inspiration and education.

This group hosts a series of 4 events a year for the event industry profession-

als who come together to create lasting relationships. We hunt down special

events venues, sponsors and gather important special events speakers.

http://www.meetup.com/TorontoSpecialEventsNetwork/

CONTRIBUTIONS: Founder and Organizor.

EVENT: TORONTO SPECIAL EVENTS NETWORKRole: Founder and OrganizerYear: 2011

p o r t f o l i o : soirÉe: tabletop competition | 23e: tabletop competition | | p o r t f o l i o : soirÉe: tabletop competition

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xquisitely weddingsXQUISITELY WEDDINGS IS OWNED BY AN EVENTS AND PRODUCTION COMPANY

who have recently created their sub company called Xquisitely Weddings. We

decided to change their logo to reflect the wedding industry while keeping

the existing style and form they have already established in their brand. The

website really encapsulates their tagline “Extraordinary Weddings Of Fairy

Tales” with many surprises, bright vibrant colours, and a unique user interface

and overall design.

MEDIA: WEBSITE DESIGNRole: Graphic DesignerCompany: Xquisitely WeddingsYear: 2012

p o r t f o l i o : xquisitely weddings | 25xquisitely weddings | | p o r t f o l i o : xquisitely weddings

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bella chic eventsWELCOME TO RED COLLAR EVENTS: TORONTO’S UPSCALE DATING & SINGLES’

Events! Red Collar Events cater to single professionals between the ages of

20’s and 40’s. We are dedicated to creating the most valuable experience in

upscale networking, dating, and coaching events for the modern professional.

Here you will meet many single professionals and attend unique, creative,

and meaningful events. The events we put up include singles’ events, speed

dating, and upscale private dinners. These events will feature relation-

ship speakers, “special elements” from the leading edge Toronto’s “Special

Events” industry, and much more! We take our members to one-of-a-kind ven-

ues and give them the experience of what makes Red Collar so unique.

MEDIA: LOGO / WEBSITE DESIGNRole: Graphic Designer / Project managerwww.bellachicevents.com2012

p o r t f o l i o : red collar events 27red collar events | p o r t f o l i o : red collar events

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THANK YOU FOR YOUR TIME!!

EVENT PRODUCER, PLANNER & GRAPHIC DESIGNER

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Please contact me at: [email protected]

- Currently working as an event manager at Designing Trendz

- Founder of the Toronto Special Events Network: www.meetup.com/torontospecialeventsnetwork

- Founder of Red Collar Events: www.redcollarevents.com

- Featured in IGNITE Magazine in 2012

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Concierge portfolio events(2013)b