As Hollywood party pros, Joshua Richman, Shane Powers and Hartwell (just Hartwell), founders of the Alliance, have picked up a few insights into poseur behavior. They know, for example, that crashers talk too much. "They start dropping names, which is a surefire way to get us to stop listening," says Richman, the eccentric of the group who never leaves home without his black fedora and 8-ball-capped cane. "Herbs" he calls them. As in, " 'Are you really going to let that 'Herb' in?' "
But running some of the most ironclad events and parties in town isn't just about knowing whom to let in and whom to keep out. It's about getting the right people there in the first place. The self-described trio of "event strategists" are the type who have the pull to BlackBerry Keanu -- and get a rapid-fire response. In Hollywood's oversaturated social scene, where the competition for best bash, awards or charity event is fierce, they're in high demand.
Longtime club promoters, Richman, Powers and Hartwell formed the Alliance five years ago. Though they don't have an office and they keep the numbers unlisted, the Alliance is part of a growing niche industry in Hollywood: event coordinators who guarantee clients a cool affair for upward of $10,000 per event. This new breed of soiree specialist exists in a gray area somewhere between entertainment marketing executive and hands-on event planner.
They don't dream up wild centerpieces or construct catwalks or even mastermind strategic seating arrangements. Instead, they're purveyors of cool, hip-makers called on by clients such as Heineken, Sony and Dennis Publishing to secure over-the-top venues, groovy DJs and tailored guest lists.
For corporate clients looking to up the hip quotient of their brands, attaching companies such as the Alliance to a party is sort of like attaching Julia Roberts to a movie. They know how to draw a crowd -- and even more important, the right crowd -- by whatever means necessary, whether it's personal persuasion, a cellphone call list to die for or even lucrative appearance fees to corral rising stars.
Inside the GM "Ten" fashion show on a recent Tuesday night in Hollywood, more than 1,500 mover-shaker-tastemakers were knocking back Stoli tonics. Outside it was pouring pellets, but the Alliance trio was too distracted to notice. "A&D are 30 seconds away," chirped a perky young publicist, microphone in ear, clipboard in hand. Richman darted through the puddles in his Louis Vuitton Air Jordans to meet them. Ashton Kutcher hugged him, Demi Moore kissed him, and like some kind of covert-ops event specialist, he fast-tracked the power couple through the crowd and into the SkyBar-styled lounge for the cars and stars fashion show.
"They know how to have a great time," said Kutcher from his front-row seat. "Their parties have the more substantive people -- people you can actually have a conversation with, as opposed to just the eye candy." He paused to take in the view, then added with a grin, "but they have plenty of eye candy too."
Tom Freydl, director of Ketchum Entertainment Marketing, tapped into the trend last fall when he was faced with the challenge of promoting a Minneapolis-based computer service called the Geek Squad. Freydl hired the Alliance to make the geek-fest chic. Together with party planner Jeffrey Best, the team delivered a blowout bash at the ArcLight Cinemas with a guest list that included David Arquette, Anthony Kiedis of the Red Hot Chili Peppers and a brigade of long-legged babes.
"Honestly, I had never been to a party with that level of coolness," says Freydl. "People stayed until the very end. That never happens at a corporate event."
Jessica Meisels knows all about coolness -- and the power of celebrity. Meisels, a self-described "talent coordinator," and her partner Greg Link are the co-owners of the publicity and events firm Fingerprint Communications. They are regularly called on by clients such as W Magazine and the Indy Racing League to utilize a Rolodex that includes everyone from philanthropist Barbara Davis (Meisels is friends with Davis' grandson Brandon) to Paris Hilton (they've known each other since Meisels' New York days).
Corporate can be hip
Pumping up corporate fetes with star power is nothing new; it's long been an unpaid part of the PR package. But with the recent boom of weekly celeb rags and "Entertainment Tonight" rip-offs, and the free publicity they provide, it's become a big business, one that commands up to $50,000 if you include budget for celebrity bait -- gifts, transportation and charity donations in the stars' name. Top publicity houses such as BNC (Bragman Nyman Cafarelli) regularly hire well-connected independent operators such as Fingerprint and the Alliance to jump-start their clients' events with some trophy guests.
