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ENTERTAINMENT: Multiple cooking demonstrations by Chef Ming Tsai throughout the evening. Breitling watch technician Peter Purtschert demonstrated the inner workings of the Swiss-made timepieces by showcasing various movements and complications to watch connoisseurs. “Chef Ming Tsai is an avid Breitling collector and has a relationship with Breitling so when the idea of a mutual event came up, it was perfect,” Garnick says.

INVITATION: Mailed 10 days prior and followed up with e-mails and phone calls. The invite was mailed in a 6.5 x 9 sized envelope.

GUEST LIST: A combination of lists: Long’s customer base; Long’s friends and family; prospects from the MetroWest area in Massachusetts; GQ subscriber list (age and income criteria was used); Chef Ming Tsai’s supporters; and the Boston media.

MUSIC: With so much going on, Long’s opted not to have live music to keep the focus on the experts.

GIFT BAG: Breitling included a fabulous Swiss army knife for each guest and Long’s included a jewelry cleaner in each bag. Long’s also presented gifts of Chef Tsai’s cookbook throughout the evening. Long’s also gave away two significant enter-to-win prizes. The grand prize was “Simply Ming Day,” where the winners were invited to attend a taping of Chef Tsai’s TV show “Simply Ming,” eat lunch at Blue Ginger restaurant, and receive two copies of Chef Tsai’s cookbooks. Long’s also gave away a Breitling timepiece.