Fifth Element Group

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Fifth Element Group, Canada
International Event Company of the Year


Since 2003, Fifth Element Group (formerly 5th Element Events) has been creating corporate and social functions for top tiered brands across the country. From product launches, fundraisers, galas and award winning fashion shows, Fifth Element Group has stayed true to the concept of boutique business, executing award winning designs with a small team of influential and passionate event professionals.

Leading the way is Aaron Kaufman CSEP, President and founder. After twenty years of event life, Aaron still maintains a leading role in the Canadian Event industry by designing experiences for clients such as Disney, TD Bank, Toronto Sick Kids Foundation, Baycrest Foundation, The Weston Family, Deloitte, Sony, Toronto Advertising Week, Wedluxe Magazine, Adidas and Koodo Mobile. By turning 5th Element Events into Fifth Element Group, a full service design firm, Aaron developed the ability to create events from beginning to end, top to bottom – with one budget and one team. The ability to handle everything from staging, lighting, AV, décor, florals and entertainment, all from one location, now provides endless possibilities.

The team at Fifth Element Group is dedicated to pushing the envelope far beyond their clients wishes without redoing or readjusting past designs. From concept to production and from execution to management, clients love the hands on attention to every detail we Fifth Element provides.
- First ever National cover of Wedluxe Magazine

- Worked with Tourism Toronto to promote our city at trade shows in Ottawa, Washington, Toronto and New Jersey

- Developed a two year plan for Fan Expo Comic Con Toronto for the Superhero Ball, raising money for Sick Kids foundation (Event in 2015)

- Designed, produced and managed the Canadian Hospitality Gala in October of 2014 for 700 national executives raising money for scholarships to hospitality programs

- Nominated for over 10 international and national event awards with multiple wins

Over the 2013/2014 year, our team executed some of Toronto’s top recognized events, galas, launches, award shows and festivals. Whether it was the Baycrest/Scotiank NHL Pro AM Draft or the TD Toronto Jazz Festival, not only did we exceed client expectations through design and production excellence, but we also helped our clients reach goals of fundraising to help future health sciences of the brain, Sick Kids and also shared the influential sounds of jazz music with the the entire city of Toronto!

As this is what we do on a day to day basis, the designs we created have been nominated for international awards and has been recognized in both print and online. While our team has grown over the last year, we’ve also moved to a new facility/studio in the months of August through October 2014. This move really threw a wrench into our timeline, coming out of a very busy summer of weddings and festival production. The new 6000sqf facility features a design studio for floral and building purposes, a warehouse of rentals and also has a massive showroom for our clients to participate in our creative process if need be. The open concept space has FINALLY opened in October with construction setting us back 2 months – Typical set backs for a space that had to be completely torn apart and rebuilt within, merging two units into one.

Aside from this, Aaron Kaufman CSEP, the owner of Fifth Element, also had twins this year. Born in January 2014, Aaron’s new twin boys came at a time of company growth and also personal professional growth for Aaron. As of June 2014, Aaron became the President of the ISES (International Special Event society) Toronto Chapter and with that came multiple national and international speaking engagements in Calgary, Toronto and Austin. Needless to say, it has been an amazing year of personal and professional growth for the entire team at Fifth Element Group.

Event Showcase one

Baycrest Scotiabank Pro Am Hockey Draft, Baycrest Foundation

In May of 2014, Fifth Element Group had the pleasure of working with Baycrest to design, manage and execute their NHL Pro Am hockey draft. This event helps raise money for the aging community and the understanding of brain health while also engaging the community to learn and understand the aging body. Gordie Howe was the honouree and holds a luncheon on the day of the draft for sponsors, guests and teams who also get to meet the best hockey greats of all time.

This event brings together teams made by fans and corporate businesses. Teams raise money through sponsors and public donations. The team that raises the most money by event day gets first choice of an NHL great to play on their team. Players like Ray Bourque, Curtis Joseph, Shane Corson, Dennis Savard, Tie Domi, Wendel Clark and many more give their valuable time to help raise money and also make a wish come true for these extreme hockey fans!

It was our job to design and execute the space at the Allstream Centre and work with Scotiabank and Baycrest to establish an experience for guests, teams and sponsors. Our vision was to create a realistic hockey draft by creating a stage with a custom 60’ LED video screen showing the fundraising goals and accomplishments through out the night. Each team had a their own lounge using coloured sofas, aged wooden tables and a jersey donning the #9 for Gordie Howe. A centre bar with a custom screen overhead showed player stats and social media posts. For the finishing touch, a stage with a commentator’s desk brought celebrity guests to act as sports broadcasters, poking fun and making judgments after every draft choice!

- Designed, managed and executed the Baycrest/Scoitabank pro Am

- Worked with Scotiabank to create their branding through out the space as lead sponsor

- Design the main stage, lighting, audiovisual, lounges and décor

- Designed the Gordie Howe luncheon

Event Showcase two

WedLuxe Magazine Wedding Show, WedLuxe

The 2014 WedLuxe Wedding show took place from 9am to 6pm on January 5, 2014 at The Fairmont Royal York in Toronto. The theme of the show was “Springtime in Paris,” with luxury atmospheres, delectable food and plenty of wedding vendors to meet! 2,800 attendees graced the Fairmont Royal York to see what was trending in the wedding market. Tickets were $35 in advance via Eventbrite or $45 at the door. Guests were provided with a detailed show programme/map (designed to mimic blueprints of the garden of Versailles) to easily navigate the event. The show featured incredible floral and decor presented throughout. The grand entry featured a 60ft-long floral ceiling installation composed of over 2,500 fresh roses highlighted with crystal chandeliers designed and executed by our team at Fifth Element Group. Nothing has ever been done like this with a full, moveable ceiling made by our tech team using trussing and motorized rigging!

The show included over 120 top-tier exhibitors including florists, cake designers, stationers, decorators, photographers, etc. Every exhibitor who participated at the show was vetted in advance to ensure a high-degree of quality and that the WedLuxe standard of excellence was upheld. We had a number of WedLuxe experience rooms that were designed to pamper our guests and transport them in spirit, to France! Each guest received a WedLuxe tote bag at the “The Le Rêve Boutique & Gift Bar” which they filled with a complimentary selection of product samples and gift items (30,000+ items in total) from our 2014 sponsors. The area included a custom to-scale building face to make guests feel they were on the world-renowned shopping streets of Paris. From the first day of marketing the show, to the moment guests walked off the elevators, the entire brand was captured and portrayed in a touch and experience manor. Our unique countdown online, helped create buzz for our attendees with shots of beuaty and elegant graphic deisgn.

A museum-style gown gallery showcased couture dresses and an incredible floral fountain in “The Grand Jardin” area. A gold floor decal was designed to mimic an aerial view of the gardens of Versailles which matched the brand spec of the show. Each dress was a marketing piece for the deisgner and wowed every attentee upon entering the Canadian Ballroom. The decal on the floor spanned the entire ballroom and featured sponsored logos and encasement of sections for the Parisian city feel.

Guests could partake in complimentary manicures at our “Ooh La La Nail Bar” and, adjacent to that, design a mini bouquet of flowers to take home with them at our “Le Marché Aux Fleurs” flower market. The bouquets were wrapped in custom-printed brown kraft paper featuring the type of flowers you chose and received. The flower market was a HUGE success, educating attendees on types of flowers, their season and availability. Such a huge marketing push for the floral designers at the show!

Event Showcase three

TD Toronto Jazz Festival, Shops at Don Mills

Working with the team at Shops at Don Mills, Cadillac Fairview and the entire team of the Toronto Jazz Festival, Fifth Element Group had the pleasure of Managing, Designing and Executing the yearly Festival in both 2013 and 2014. Coming on board as the management firm for the summer festival, our creation represented a music city in the urban village of the Shops while also creating the Muskoka Canadian lounge in 2014. Covering the crosswalks with vinyl piano keys, play me pianos, and a magnificent mobile stage with LED lighting and sound brought together the community and shoppers of the incredible outdoor mall. While the focus was on music, the atmosphere became a high level secondary feature as custom lounge canopies were erected for a comfortable listening experience right in town square with amazing Muskoka chairs, palm trees and coffee tables.

From the beginning, our team at Fifth Element Group worked with the shops and Cadillac Fairview to develop a campaign that both engaged shoppers, but also engaged the vendors at the mall. As a team, we developed a sponsorship package and lead the charge to ensure we had the right sponsors who were dedicated to the experience. Our team had only two months to execute the sponsorship initiative and was successful at locking in vendors like MINI/BMW, South Street Burger, Cadillac Cars and Linda Thai Foods who hosted the food tent opposite the stage and Robert Lawrey Pianos who helped bring the interaction to the shops through our Play Me Piano. While two months to execute a sponsorship package proved to be extremely difficult, we brought in top brands and nurtured the relationship that created a ground level activation for years to come.

- Design, development, management and execution

- Helped develop sponsorship packages and sought after sponsors and partners both paid and in kind

- Planned day of events for the 10 day festival at both Shops at Don Mills and Nathan Phillips Square

- Applied and maintained all certifications, permits and licenses (Public health, public Safety and liquor licenses)

- Oversaw staging, lighting, audio, security, tents, lounges, volunteers, street teams and staff

- Worked with portals like BlogTO, Global TV, Canoe and other news outlets for coverage and contesting

Letters of recommendation

About the author : Event Solutions

Event Solutions

Since 1996, Event Solutions has been giving corporate, association and independent event and meeting professionals the resources they need to navigate the rapidly changing landscape of the industry. From cutting-edge features on trends and technologies to behind-the-scenes profiles of some of the industry’s most prestigious events, we provide professionals with the resources they need to succeed.

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