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EVENT REPORT

HBO and W South Beach Launch National Entourage Campaign With Cocktails for 500

HBO and W South Beach hosted a cocktail party to unveil the property's Entourage-themed poolside bungalow.

Entourage cast members at the unveiling

Photo: Pedro Galvez/PGM Studios for BizBash

Entourage star Adrian Grenier revealed the new Entourage Bungalow at the W South Beach last Thursday with a private cocktail party in the property’s Grove garden for nearly 500 guests. The bungalow is the flagship location for the new Entourage Experience vacation package offered by the hotel chain in conjunction with HBO.

The partnership is the result of close ties between people at HBO and one of the hotel’s three owners, Investcorp, in New York. “We got the call [from Investcorp] that HBO and Civic [Entertainment Group] were looking for an opportunity to launch season six [of Entourage] with something cool and unique, and since we were opening in July and the season was being launched in July, it was just a great marriage of brands,” said the hotel’s general manager, Eduardo Fernandez.

The event served as a kickoff for a national Entourage-centered campaign between HBO and W hotels. Over the next two months, 30 W hotels will offer an Entourage-themed promotion, which includes a suite, bottle of champagne, and DVD set of the show’s most recent season. Additionally, the hotels will also have an on-demand channel dedicated to the series that’s accessible free of charge through the end of the campaign.

W South Beach interior designer Anna Busta of Studio B Design worked with HBO and New York-based Civic Entertainment Group to design the three-story Miami poolside bungalow, which 3B Productions helped execute, to reflect the Entourage characters’ Hollywood lifestyle. The bungalow has Sony PlayStation3 and PlayStation Portable gaming systems, a mural on one wall reminiscent of the palm tree wallpaper at the Beverly Hills Hotel, a small rooftop pool with lounge furniture from Room Service Furniture and Event Rentals, and drinks provided by Grey Goose Vodka and Heineken, all of which will remain in the suite through the end of the promotion.

Grenier’s fellow cast members Rex Lee and Perrey Reeves also stopped by the event for interviews with local media and pictures on the bungalow’s balcony with Grenier. Soleà restaurant set up food stations on the first and third floors of the bungalow, serving sushi as well as chicken and shrimp skewers. DJ Berrie (booked through dGi Management) performed from his copper DJ booth in the Grove until nearly 11 p.m., an hour later than scheduled.


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