(Note: I actually wrote this up in 2008, but after a friend of ours was denied entry into an Adult Entertainment Expo porn party at Tao, I pulled this up and realized this piece is still as relevant and informative as ever – Jay)

Despite the rise in porn party events in the Los Angeles area, porn parties are really nothing new. It’s a great way to make sure hundreds or even thousands of people see your product and brand in a positive light. Lasting impressions are made in one night that can help insure your success down the road.

Yet some of the most noteworthy porn parties are PR disasters. Before we hung out our shingle for Black and Blue Media in 2005, we had fresh in our mind the Pure Play Media disaster during AEE 2005, that caused the axing of their publicist at the time. Further back, many can be reminded of the out of control Ghost Bar/Jill Kelly Party at The Palms in Vegas, and the hell they went through as the guest list went out of control and spilled out into mainstream Vegas nightlife. Back on the home front of porn valley, we’ve watched some incredible successes and nefarious failures as well. So how do you keep from having your porn party turn into a memorable industry nightmare?

Step 1: Know your party’s objective!

Are you heralding the press and champions of industry? If you are, then you want a private affair, with as little public notice as possible.

Are you looking to increase the media spotlight and get your brand out to as many actual human beings as possible? Consider sponsoring a party or event by attaching your name to something cool that a lot of people are already going to.

Is your client headlining a porn party run by an outside promoter? That’s a great opportunity, but the promoter may not honor your client’s guest list or press list. Many party promoters will not work with your publicist or marketing people to ensure that you get anything more from your participation than your logo on the media wall.

The problems experienced by Pure Play Media and Jill Kelly Productions are an application of the right objective at the wrong event. Many think that by luring the industry elite to a trendy nightclub packed with lots of people, they’ll make a big impression. The problem is, unless you have a private party booked, it’s the wrong impression. When discussing private, industry intensive events, look to book a private venue such as a restaurant, or hotel. In Vegas, we actually suggest skipping trendy clubs and hold an industry-only cocktail party in a nicely catered seminar room or hotel suite. In Los Angeles, there are an abundance of knockout hotels that will accommodate a perfect private party. Most hotels offer fine dining, elegant banquet rooms and provide an atmosphere where your guests can discuss business while they enjoy the party aspects of your event. Industry-only parties with a guest list composed of major industry figures should have ample inexpensive or free parking. One of the greatest insults to your guests is to slap industry moguls and members of the press with a double-digit charge for valet or self-parking after inviting them to your party.

Step 2: Know your audience and what you are planning to achieve at your party.

If you’re aiming for business, keep the volume down! The number one complaint from my peers and myself is regardless of the club, we find ourselves talking shop outside in the smoking area. It’s the only place we can hear ourselves think as the DJ drowns out any normal conversation. A common morning after ailment is the scratchy “I was at a porn party” laryngitis. If you absolutely must have music, opt for a quiet tasteful band, subtle background music, or a large “quiet zone” at the party where people can talk business without shouting.

If you are catering to the consumer, make sure that the fans can at least see the industry VIPs that are expected to show at your party. What good does it do to have ten of the hottest women in adult at your party, if they are all spending their time in a VIP area, far way from the fans that paid to get into the event? It leaves a bad impression with your consumers if all they can see around them are other fans like themselves, andit will make your company look bad in turn.

For consumer-based parties, sponsorships are an excellent source of press and branding for as little financial outlay as providing free product for the fans to sponsorship fees running into the thousands. Done well, you don’t even necessarily need to be there, let alone even be in the same state, as your party. Your edge comes from sending out press releases regarding the event, and making sure everyone leaving has your company’s product in their mind or literally in their hand. When I pitched the Bizarre Bazaar sponsorship to Topco, my specific incentive was “300 people will leave with your logo in their hand.” Topco sponsored two very successful events without any officials setting foot in the building or any need for a guest list.

Step 3: Get your money’s worth.

An inexpensive victory is much better than a disastrous money pit. Use free sponsorships to gain easy victories, and learn more about using parties to promote. A tasteful, elegant industry cocktail party is easier to remember fondly because deals get made. Getting a free sponsorship for a loud porn party does work out, as long you promote the hell out of it, and get in as much stuff with your company name on it into the venue for the fans as possible.

It would have been very easy to turn one’s nose up at Porn Star Terroake, our SLLAB promotion for The New Neighbors. There were bigger and louder parties that night. However, for $500 we got 10 times more publicity and crowd response which translated to great public relations, than the folks who paid more than twice that for sponsorships at the big porn parties that Halloween night. Everyone left with a free poster, and a complimentary shot glass thanks to our co-sponsor AdultNewsMedia.com. Many of our friends in the press showed up to our event just to check it out and talk shop outside in the smoking area while porn fans inside had a blast.
Many party promoters will offer free or cheap sponsorship at established prn parties in exchange for free product and promotional swag. If you have a good working relationship with the promoter, you should be able to just send them stuff and be able to trust that the free samples were handed out to fans or highlighted to excite the crowd. One of the first parties our client, Platinum Blue sponsored was coordinated through our friends at Paddles Radio at the Paddles Dungeon in New York. The event was broadcast live, and giveaways were done through the night. This cost a mere 30 copies of product and shipping. We arranged phone-in interviews with Paddles Radio for Aradia and Skye Blue to promote the event. Success and branding were achieved without even setting foot in the club.

However, I will admit, ninety nine percent of success is being there. When Platinum Blue sponsored parties through Louis DePaz, I would often arrive very early, insuring no hassles with security, and being able to place posters strategically through the event. DVD covers were left on the cocktail tables. I even would flyer the stalls of the men’s room. One night, I asked about having Airgazmic run on screen in the VIP room during the party. The club did one better and ran the movie on all their flat panel screens across the bar. “I have got to get this movie!” was something I heard a lot. By being there, you represent your company to fans and more important, make sure the free product you bring ends up in their hands, not the trunk of a promoter’s car.

Step 4: Learn as much about the rules as possible.

What is the camera policy? Can you shoot video? Are your porn stars old enough to enter the bar? By law, nudity in any California bar can loose a bar their liquor license, including handing out free porn. It’s fun to be able to get away with things if the venue normally takes these risks, but you need to know that in advance.

Do you have to have a special permit to place a red carpet or media wall outside of the club? This has become a must for parties in Hollywood and other parts of Los Angeles. Nothing puts a damper on a great party like the local police shutting you down before the party even starts. Even a call to TMZ or the AP line won’t cleanse away that first impression for the people that get kicked out.

With one Hollywood venue we have to watch camera policies closely. Camera passes were limited, we lost the media wall, and recently all video cameras were banned at the location. We were told of the video ban right when the doors opened. I had phone numbers on my press list and gave advanced warning to our press. They walked in prepared, and as our guests still had an awesome time. We arranged to provide every one with stills as soon as the official photographer got them online the next day. Our press got what they needed, and were still able to enjoy themselves, even though the problem came up.

Step 5: Honor your guest list and press list.

I cannot stress this enough. If you know your invited guests and press will not make it through the nightclub’s Men in Black without being charged at the door or made to wait in line, simply tell those asking there is no list. The reason I stopped sponsoring typical porn parties is some of these guys even make the sponsor wait in line and pay.

Announce in advance a deadline for reservations on the guest list, and the press list, and provide a last courtesy call the day before the deadline. This helps eliminate last minute excuses. You’ll have more time to make sure things drop right into place.

Make sure everyone on your list has your cell phone number in case they get lost or stuck at the door.

I watched in horror one night, as spaghetti-thin babes kept walking in without a glance, while two full figured women were stuck in a boiling altercation with the club promoter who refused to let them in. I stepped in and found out they were from Tri-Plex, one of Platinum Blue’s favorite distributors. We let them in, but the promoter still protested, saying “We just can’t let everyone in for free.” If the promoter pushes it, pay for a guest to get in out of your pocket. You can always take a small hit to the pocketbook to get someone in on your dime, losing a priceless business friendship costs more money in the end. The same can be said for parking fees. Sherry paid for parking from her pocket for a member of the press that was stuck outside a client’s party, without the $25 necessary to park his car.

The guest list and press list is even more important for private functions. Your publicist’s job isn’t to hobnob inside and push for getting additional side work as a director. The job is to make sure your relationships with the reporters are secure. In the case of industry parties, it’s also about keeping a positive image with company peers. When Sherry and I worked a large, private Christmas party in 2007, we went inside only long enough to make sure the few press the company invited were happy and to see if we could make a couple of introductions. Most of our time was spent outside holding wristbands, keeping a lookout for invited industry guests.

Done correctly and with great enthusiasm, a sponsored party is a great way to gain love for your company and keep good buzz going long down the road.

How much does all this pay off? Ask JT, owner of the BDSM giant JT’s Stockroom. In 2007, he sponsored an event for West Coast Fetish Ball, a client we were working closely with. I sent out three press releases, included additional promotion through the BDSM web communities, and invited press who left the club astounded and enthusiastic. The ball ran advertising in local magazines and even radio spots. Once there, JT sat with us outside as we worked the press list, getting him an additional boost of press coverage and his quotes into the party news. We passed on a couple of phone numbers to JT for mainstream press. In tenacity resembling that of the late Bill Graham, he stayed outside with us to the end, handing out free catalogs and drawing personal thanks from over a thousand people who will be loyal to his brand for years to come. Everyone had a great time. They left with smiles and great things to say about both the event, JT’s Stockroom and his clothing comoany, Syren Latex.

Plan your budget and then look at the possibilities that will fit into that budget. You do not always have to spend tons of money to produce a great event, but you have to keep in mind what your event is supposed to accomplish for your company’s image. You can always do more successful parties on the cheap, or a small and impressive party within your budget. However, you can’t afford to have repeated expensive follies.