Los Angeles-based rental giant Classic Party Rentals announced yesterday that is has acquired Water Mill Party of Water Mill, N.Y., which primarily serves the upscale Hamptons market. This deal brings the Classic network to 35 locations nationwide. Terms were not disclosed.
Water Mill Party has a reputation for "exquisite design capabilities, specialty tabletop items and outstanding customer service," Classic said in a statement. In December, Classic acquired leading Manhattan rental company TriServe; the company said that the Manhattan showroom will give Water Mill clients improved event planning support. "Water Mill clients will also gain access to greater inventory options and additional resources for larger events through Classic's Bronx-based warehouse," the company said.
"Since our entry into the New York market, Classic has been very well received," CEO of Classic Party Rentals John Campanelli said in a statement. "With the addition of Water Mill Party to our Manhattan and Bronx locations, we now have the leading event rental network in New York."
New York Reach Extended
"Recently, our clients have been asking us to handle their events in the Hamptons," said TriServe co-founder and now Classic New York general manager Lance York. "With our new Water Mill location, we will be able to serve them even better."
Water Mill Party has supported events at Wolffer Estate Vineyard and Jazz at Lincoln Center; its caterer clients include Great Performances, Olivier Cheng, Art of Eating, A Small Affair and Creative Edge.
Classic will re-brand the company under the Classic Party Rentals banner. Christine Merser, co-owner of Water Mill Party, will continue to lead the Water Mill operation at its existing location.
Party Time for Classic
Classic has been touting its burgeoning growth with parties for the industry. More than 500 guests, including Special Events Magazine group publisher Melissa Fromento, visited the Manhattan showroom on May 1.
“In each new market to which we expand, Classic’s mission is threefold: raise the bar for quality and service in the market; expand the range of product selections available to local event professionals; and create impactful, long-lasting relationships with all customers,” Campanelli said. “We’ve made great strides toward achieving our goals in both New York and Nashville [Tenn.], and these receptions provided us an opportunity to thank our partners, customers and employees for their loyalty, dedication and hard work.”
In New York, new products on display included Classic’s exclusive Chameleon Chair collection; an array of linen, Ghost chairs and chandeliers from Resource One; and various lines of chargers, flatware, glassware and chinaware from Unique Tabletop Rentals. Chic living statues helped Classic display its inventory with flair.
Catering was provided by Thomas Preti Catering, Canard Inc. and Olivier Cheng Catering and Special Events. Fifth Avenue Digital produced all photography, while PBG Event Productions delivered lighting, decor, illuminated furniture, and audio entertainment. Master designers Ed Libby, David Tutera, Tess Casey and Jerry Sibal oversaw floral.
Nashville Goes Hollywood
Another 300 toured the Nashville store on March 26. Classic converted its warehouse to “Hollywood Glam.” Three eclectic party areas--a red room, a garden atrium and a trendy Miami club scene--were created inside a 20-meter open-structure tent. Inside, Classic partnered with noted Nashville wedding professionals and caterers including Chef’s Market, Monell’s Catering, A Catered Affair, A Dream Come True, Savor the Flavor, Al Dente and Tea & Co.
Floral was provided by Knestrick by Design and Dick’s Flowers; FABU Event Decor, Interiorscape Concepts, One Source Weddings, and A Delightful Day Event Planners oversaw decor. Sound and lighting were provided by Bradfield Lighting and Integrated Product Resources. Three new stemware lines from Vinea, Rigoletto and Sheer Rim were highlighted.
“This event was our coming-out party as Classic Party Rentals, and it could not have been more successful,” said Mark Ermshar, general manager of Classic Party Rentals-Nashville. “There were more wedding and event professionals here showcasing their wares than at most bridal shows. This event really delivered something for everyone.”
Photos by Fifth Avenue Digital