Elvira Grau: Event Space Entrepreneur
A businesswoman and a doting mother, Elvira Grau is the visionary behind beloved event venues Space Events in Englewood, New Jersey, and Space 54 in the heart of Midtown Manhattan. Her journey toward becoming an empowered entrepreneur first began two decades ago, when Grau, a mom of two, noticed a major void in her neighborhood when it came to event spaces. Despite knowing that such spaces that could accommodate birthday parties and celebrations in a safe environment were in high demand, there weren’t many options. Though she had never previously dabbled in party venues, Elvira’s marketing background had taught her that the best business ideas are the ones that have the ability to fill a void, and an idea was born.
With a concept in mind, but no clear business plan, Grau found a 26,000-square-foot space and transformed it into the ultimate party rental location in 2005. Space Events found immediate success right off the bat and proved to Grau that where there’s a will, there’s indeed a way. Through trial and error, she was able to build her reputation for throwing memorable parties. In the beginning, she was focused on throwing as many birthdays as possible, until Space Events was constantly booked for 30 events on any given weekend, averaging five parties every two hours. After nearly a decade, she decided to slow down the frequency of events, but up the ante when it came to the kind of parties she was able to host.
It was around the time of her son’s bar mitzvah that this event space extraordinaire realized it was time to add extra emphasis on planning and accommodating big milestone celebrations.
Investing almost two million dollars into the venue, she added dozens of high-tech video games, laser tag, paintball, glow-in-the-dark bowling, a massive indoor playground, a train ride, and a nightclub, ensuring that Space Events was equipped for any kind of memorable event one could imagine. Unlike most other party venues, Space Events has found a way to efficiently do everything in-house—this ranges from menu to entertainment to decor and staff. It’s a one-stop party shop, making each client’s celebration unique and hassle-free.
In 2019, she expanded into Midtown Manhattan with Space 54. While still following the main principles of her flagship location, she quickly learned that it wasn’t a copy-and-paste formula, and she’d have to be flexible. Unlike Space Events, Space 54 in New York City welcomes the use of outside vendors, allowing for more customization options.
Built through the eyes of a mom, cleanliness and aesthetic were Elvira’s first concerns when curating the venues. She always remained keenly aware that you only have one shot to make a first impression and says her secret to success is following the 4 Cs: creativity, capability, credibility, and consistency. Those pillars are the backbone of Space Events and Space 54, both of which she has been able to help grow and evolve, noting it’s much more than a plan on paper and realizing you have to stay flexible around the community you’re servicing.
Grau also says being a mom has always been the biggest driving factor in her business, as well as the appreciation she experiences when she’s been able to service her clients’ needs from A to Z, which is what gives her the most satisfaction. Her biggest piece of advice: don’t be afraid to evolve along with your clientele—even if it takes a little trial and error.
Space 54
226 E. 54th Street
space54nyc.com
Space Events
49 S. Dean Street
spacenj.com
