When Southern California public television channel KCET planned a launch party for the upcoming PBS series Latin Music USA, it made sense to pick a music-minded venue to celebrate, but not just for the thematic connection—for the budget help, too. KCET planner Valerie Wang worked with the Grammy Museum and its connecting Target Terrace to host the event on Friday, July 31.
"Because we have such a limited budget, we try to find an organization to partner with who has a joint interest in our documentary," Wang said. "So for this, the Grammy Museum was really interested in partnering with public television and in the topic of Latin music, and they were willing to invest some of their resources and staff." She worked with the museum to waive the rental fee for the terrace, which the museum places at about $12,500 with access to the exhibits—and the museum also invited its members as part of the partnership.
An intimate crowd of under 300 guests—museum members, plus KCET members selected based ontheir interests, donor level, and loyalty to the channel—gathered on the terrace to hear live performances from Grammy nominee Bobby Sanabria, and local Latin blues singer Big Joe Hurt, both of whom donated their performances to the nonprofit. The rest of the evening, DJ MZA spun a variety of Latin music, including jazz, salsa, Tejano, pop, and reggaeton. Wolfgang Puck supplied snacks to soak up offerings like sangria from indoor and outdoor bars.
On the exterior walls of the terrace—which overlooks downtown, particularly bustling around the period of the X Games at Staples—shone KCET gobos, plus a video clip showing the three-minute trailer for the documentary series.
Throughout the evening, guests were welcome to tour the Grammy Museum on the floors below—with attractions including a clip of Latin Music USA, as well as a popular Michael Jackson exhibit that included iconic costume pieces and vintage Grammy clips. After the party officially wrapped around 11 p.m., guests were invited to an after-party at the nearby Conga Room, where their wristbands afforded them no lines, no cover charge, and drink specials in a reserved section. Jimmy Smits—co-owner of the Conga Room—also narrated the documentary.
"It was a night of partnerships and [bringing together] people with joint interests. People were really impressed that public television can do that type of thing," said Wang.
