Last month Rebel produced the first in a series of ultra-high-end house parties. This one, which we called A Taste of Tuscany, The Thrill of Sant'Agata, was designed to provide high net worth (HNW) individuals with an amazing experience and exposure to a handful of relevant brands. Presented by Lamborghini, it was hosted by a consortium of leading professionals who serve the HNW market: Curtis Estes of Northwestern Mutual, master platinumsmith Philip Press, Mauricio Umansky of Hilton & Hyland real estate, and Houck Construction's David Houck. Each of the hosts and sponsors got to invite their best clients, who then had the opportunity to invite friends to share in the experience.
Oh, the experience: Guests were treated to sneak previews of Lamborghini models not yet available for sale, including the opportunity to take test drives on-site. We offered wine and caviar tasting courtesy of Cinquain Cellars and Black River Caviar, respectively, and amazing appetizers and dinner prepared by chef & sommelier Erik Kelley of the Cheese Store of Beverly Hills. Smart Water was also on hand, and Angeleno Magazine provided gift bags with gifts from Frederic Fekkai and Silversea Cruises.
Perhaps the most exciting part was the mini exotic car show in the front of the Bel Air estate where we had the party. A total of 23 Lamborghinis and other exotics — some of them one-of-a-kind — were on display courtesy of their respective owners.
Why am I telling you all of this? The program is a great example of a way to gain relevance with your audience by giving them something they value. Even more, it's a way to get creative about sharing resources with partners who complement each other. Whether you need to reach the HNW crowd, urban youth, or working moms, the rules still apply: give them something they want.
Results are still coming in, but at least a couple of the parties involved have already made sales directly related to the event, and we'll be continuing this series through the rest of the year. Contact me if you want to see the case study, learn about sponsorship opportunities, or just want an invite to the next one.
Thanks to everyone who attended, and special thanks to Luxe Communications for helping make it happen.
To see a selection of photos from this event that will either make you hungry or want to drive fast, visit our flickr page.