Being that I work in the Event Industry, I pay close attention to the sponsored events that take place around the world. Before the economic decline here in the U.S., I would see consumer targeted companies dumping thousands of dollars at just about any decent event (and not so decent) they could.  Marketing budgets were big and people were going out in high numbers.

For sponsors, there’s several ways they legitimize spending their marketing dollars.  Events with high numbers in attendance means lots of eyes on their brand.  Events with celebrity attendance means potential for press with celebrities in front of their brand (wearing their product, using their product, etc.).  Typically events with potential for lots of press is the best bet as not only do sponsors’ brands get in front of the eyes of the people who attend the event, but they also get the eyes of the people that will be looking at the press on the event.  There’s also the more exclusive events:  Small attendance, but the people that attend these events hold high value to these companies.  This could range anywhere from people in the upper echelon in net value to decision makers like magazine publishers, fashion boutique owners etc.  It breaks down to these basic terms:  Price Per View.

With the economy now suffering and marketing budgets diminished, it’s hard to get a company to sponsor an event.  Two years ago, I would walk into Les Deux on a Thurs night and see Helio signs hanging from the walls.  They easily threw down a couple grand for that real estate on the walls.  These days, companies are much pickier on who they sponsor.  So coming up with good events that will attract sponsors is much more strategic than just being a Hollywood promoter with a “hot night”… You need to show true ROI (Return on Investment). 

There is no better example of this than The Esquire House 360.  Esquire has created an annual high end, 3-D environment for their advertisers to come in and re-create their brand to show off to the world - This year’s location being Beverly Hills, CA.  In addition, Esquire ties philanthropic themes to the house by bringing in charitable movements, such as Rock the Vote - something that sponsors are attracted to as any philanthropic press is good press!  Add to that the high celebrity attendance like Govenor Schwarznegger, Lindsey Lohan, Kim Kardashian, and Rob Lowe (as well as many others), and you have the ultimate event that is a sponsor magnet. 

Not just any company can come in and sponsor this event though.  I guarantee sponsorship cost a pretty penny (They raised $7 Million alone towards the charities - and we all know that Esquire Magazine makes a profit off this on top of the money raised for charity!!).  Not to mention the long standing high end brand of Esquire can only be accompanied by brands that equal in reputation…such as Versace, Intel, etc.

The house is amazing.  Even looking through the images and video that I have provided does not give you more than just a teasing glimpse at how amazing this house is.  The events were even more extravagant with the food, drink, music, and celebrity attendance.  Certainly, The Esquire House 360 should be a marker for all event planners/producers to draw inspiration from for their future events.

Check out all the images of the house as well as shots from events:  The Esquire House 360 Photo Album

Take an exclusive tour with The MEN7 Network (www.MEN7.tv) through the Esquire House 360 high in the Beverly Hills. See how each room has been transformed by sponsors live in action. Then get a VIP ticket into one of the ultra-exclusive events that only the likes of Governor Schwarzenegger, Rob Lowe, Lindsey Lohan, and Kim Kardashian are in attendence: