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An evening reception. The venue: a five-star hotel, selected for its high standards, impeccable service, exquisite cuisine. The carefully curated guest list is who’s who of the industry: Board members, executives, influencers, bloggers, journalists, and sponsoring partners. Inconspicuously, a band plays quietly in the background. Waiters serve drinks while guests schmooze in small groups.

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The invitation-only Global Communications (GC) reception is designed as a networking opportunity for SAP management and industry watchers. The mastermind behind the Vanity Fair of SAPPHIRE parties is Brigitte Alexander. Gitte’s speciality is creating exclusive events for SAP. At SAPPHIRE NOW, she and her team are responsible for the entire GC program including the press conference, the press and analyst briefings and the evening reception. For the GC reception, she and her team have designed an informal set-up that faciliates mingling: bar tables and a buffet dinner, casual seating scenarios.  “My job is to create a setting where networking can take place,” says the event genius. And she doesn’t miss a thing.

“My first task is to understand the target audience,” she says by phone from New York where she is scouting a location for an exclusive CEO event. “And then to work hand-in-hand with the content colleagues to create a space where that content can be absorbed.”

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Gitte describes the options she sometimes has to work with, like windowless hotel rooms or multifunctional conference space. She and her team do their best to give the venue a makeover by redecorating and playing with the set-up. But Gitte prefers to scout for unusual, special locations with ambience. I can’t wait to find out what she has up her sleeve for Orlando.

Are you on the guest list for the GC reception at SAPPHIRE NOW? Maybe see you there!

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