After a complete reorganization and the absorption of a similarly minded nonprofit, student- and school-support organization Mentor LA had a big-ticket coming-out party in the form of its inaugural Promise Gala honoring Tom Cruise on March 22 at the 20th Century Fox studio lot in Century City.Mentor LA board member and Fox vice president of theatrical marketing Alison Rein oversaw the event. Working with event producer Tony Schubert and his team at Event Eleven, Rein and her group talked about doing a Coconut Grove look. “It’s hard to accomplish that intimate feeling in a 30,000-square-foot raw space for 1,000 people, and it’s hard to do it on a nonprofit budget but still make it feel big and Hollywood, and that’s what we had to do,” Rein said. “I never expected it to feel as intimate as it turned out. The way [Schubert] arranged the seating didn’t make anybody feel like they weren’t there or that they had cheap seats.”
Whereas gala guests often show up just long enough to fulfill their obligation, performer Stevie Wonder had guests out of their seats dancing. Kanye West also performed (a surprise to honoree Cruise) along with the Crenshaw Choir, and Jay Leno hosted.
The gala is planned as a biennial event, but as for details about 2009’s plans? “Oh, come on,” Rein said. “We need some time to rest first.”
—Alesandra Dubin
Posted 03.29.07
Photos: Nadine Froger Photography
Whereas gala guests often show up just long enough to fulfill their obligation, performer Stevie Wonder had guests out of their seats dancing. Kanye West also performed (a surprise to honoree Cruise) along with the Crenshaw Choir, and Jay Leno hosted.
The gala is planned as a biennial event, but as for details about 2009’s plans? “Oh, come on,” Rein said. “We need some time to rest first.”
—Alesandra Dubin
Posted 03.29.07
Photos: Nadine Froger Photography
Mentor LA transformed a huge raw venue into an elegant party space for its Promise Gala.
Big-name performers took the stage, which had clear sight lines from the seating.
Simple red-rose centerpieces accented black table linens.
Plush red fabric covered round bench seating.
Palm trees dotted the space.
Black-and-white photos of schools with which the charity works made a stark impact throughout the space.
