As Lady Gaga decided which over-the-top costume to début, and Eminem contemplated how to perform a rap song with out an obscenity, and Lady Antebellum cleared room for all their inevitable awards; rental companies throughout Los Angeles were readying for the 53rd Annual Grammy Awards. This year’s awards took place on Feb. 13th at the Staples Center in downtown Los Angeles. “The 52nd Annual Grammy Awards was a dynamic, memorable evening, and it delivered our highest ratings since 2004 and the biggest year-over-year increase in more than 20 years” said Neil Portnow, President and CEO of the Recording Academy. “We have every intention of keeping that momentum going with our 53rd show.” That they did!

Award shows like the Grammys present countless opportunities for private and promotional events. There was no shortage of glamorous Hollywood parties this year, and Choura Events really stole the show with their set-up at the L’Ermitage Hotel in Beverly Hills. This upscale venue for the Grammy pre-viewing and after party was hosted by Jimmy Lovine, entrepreneur and chairman of Interscope-Geffen-A&M. To sum it up, Choura Events had four days to set up a 40x85 Jumbotrac Frame Tent, a 30x50 Jumbotrac Frame Tent, and a 60x40 Midbeam Structure on the roof of the hotel. The four day installation was extremely difficult due to the limited space on the rooftop, and the inability to utilize conventional anchoring. An additional challenge was the fact that the installation took place on the rooftop, 8 stories above the ground, and the fact that the hotel was maintaining day to day operations. Choura brought in a 265 ton crane to hoist all the equipment on to the roof. This entailed building the arches on the ground and raising them, one by one, up the 8 stories. All of the structures were attached to the rooftop using Red Head concrete anchors, and the 60x40 Midbeam was built over a pool that had been decked and covered with flooring. Howard Tabackman, VP of Choura Events said “What made this installation so difficult was the tight space we were working with on the roof. In the end, it was a great success, and the hotel loved it so much, they bought the 40x85 to use permanently!” As with most events, the success was achieved as a team with Best events doing their usual fantastic job on the interior and décor. Nothing says Grammy week like a great party. As the party continued into the wee hours of the night, Choura’s trucks rolled out as the sun rose, ready to take it all down, and looking forward to doing it all again next year.

For additional images see the following link: http://www.aztectent.com/gallery/grammy-2011-party-images