Survey Says: Holiday Parties Are Worth It
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If there’s one lesson from a study conducted by a California-based marketing firm about the value of holiday functions this year, it is to party on.
Despite a still-recovering economy, Jack Fellers, regional vice president for The Creative Group, a advertising staffing agency, said it’s important for businesses to recognize employees in some way during the holiday season.
“These events provide a value to a company and to the employees,” he said. “It’s an opportunity for the company to thank their employees and give a little bit of recognition.”
According to the survey, more than 50 percent of advertising and marketing executives believe that year-end office holiday parties are a good investment. About a quarter of respondents said it’s not worth the cost and another quarter said their business does not hold a holiday function.
But the recession has hit even the party-goers during the past few years. Given the economic situation, local businesses that cater to professional functions said they’ve definitely seen a drop off recently.
“Last year we booked far less functions than we have in previous years,” said Deb Covino, function coordinator for Niche Hospitality in Worcester. “This year we’re seeing a significant enough pickup for it to be a noticeable improvement from last year.”
Niche owns Bocado Tapas Wine Bar on Winter Street, Mezcal Tequilla Cantina on Shrewsbury Street and The People’s Kitchen at 1 Exchange Place, all in Worcester. Niche also operates Ceres Bistro at the Beechwood Hotel in Worcester.
Scaling Back
Many companies last year booked their holiday parties just as they would any other year. But, as the date got closer, there were more cancellations than she recalls in recent memory.
“It seems that it’s an annual routine for companies to book their parties, but then they look at their budgets,” she said.
Susan Millett, who coordinates functions for The Sole Proprietor restaurant in Worcester, echoed those thoughts. While it’s still too early to tell what bookings will be like for this year, she said last year there was a tangible decline.
“Two years ago it started to scale down,” she said. “When they did come they wouldn’t order quite as much as they normally had, then last year it remained pretty consistent. This year, it’s too early to tell.”
Some companies are committed to holiday parties, but have found ways to be cost-conscious at the same time.
Consigli Con-struction Co. Inc., the Milford-based contractor, usually chooses a local venue and local caterer to throw a basic get-together for employees and their spouses.
“We’ve never really done an elaborate party,” HR Director Brian Brogioli said. “We have great employees and they, I think, care more about just getting together.”
That means no fancy ice sculptures or rented-out function halls for the Consigli holiday party.
“We’ll probably bring in an iPod and some speakers,” he said. “It’s fun.”
Not all companies have holiday parties.
Worcester-based Fallon Community Health Plan, for example, used to hold a company-wide holiday party but stopped because of low attendance. Instead, company officials now organize fundraisers to provide gifts and holiday dinners to families in need, according to Chief HR Officer Teena Osgood. Individaul departments also hold their own, smaller gatherings, she added.
Fellers, with The Creative Group, said if workers are going to a party this year, enjoy it, but not too much.
“If it looks like a party and smells like a party, it’s not always a party,” Fellers said.
Business functions are an opportunity for workers to mingle and socialize with their managers or C-level executives. And even if it’s not a formal workplace setting, they are still being evaluated.
Last year, The Creative Group asked managers to what extent an employee’s behavior at a holiday party can impact career advancements. Forty-four percent said it “greatly” impacts decisions while 48 percent said it could have “somewhat” of an impact.
“You still have to act professionally,” Fellers said. “It’s a great time to mingle with people that you may not normally get to interact with on a daily basis. It’s good networking time in an environment outside the office. But you have to really be careful.”
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