Greg Lombardo, head of experiences at Netflix, said that the Millennium Biltmore Hotel's "exquisite ballrooms and elaborately designed spaces" provided a "fitting backdrop for the experience." The hotel features a hand-painted, 30-foot ceiling, Austrian crystal chandeliers and a hand-carved frieze in the reception area.Photo: Charley Gallay/Getty Images for Netflix
With a seemingly endless supply of content for consumers to, well, consume, Hollywood production companies and streaming services like Netflix are facing the same challenges as event producers: How do you keep guests—or in this case, viewers—engaged?
Enter “The Queen’s Ball: A Bridgerton Experience,” an immersive wonderland currently being held inside the ballrooms of the Millennium Biltmore Hotel in downtown Los Angeles and at the Whitfield Entertainment Group Studios in Washington, D.C.
A cross between a Star Trek convention and Punchdrunk’s Sleep No More, “The Queen’s Ball” is designed for hardcore fans of the Netflix hit who delight at the thought of empire-waist dresses and powdered wigs.
Upon arrival, guests are handed a copy of "Lady Whistledown's Society Papers," the faux gossip sheet around which the show’s storylines revolve. Some 300 guests are able to mingle with costumed performers dressed as the series’ characters (including Queen Charlotte), participate in a scavenger hunt, learn the steps to a period dance (while a string quartet plays modern tunes) and compete for the title of “diamond of the evening.” Guests can also pose for their own "oil portraits" (aka a digital photo with a clever filter). 
Guests pose for their own "oil portraits" (aka a digital photo with a clever filter).Photo: Charley Gallay/Getty Images for Netflix
And, of course, guests can browse merchandise including opera gloves, folding fans and makeup from the Pat McGrath Labs x Bridgerton collaboration. A Tanqueray-sponsored bar serves show-inspired libations including the Whistledown & Dirty.
While Netflix has been known to host short-lived activations for shows such as Stranger Things, Money Heist and Altered Carbon, the over-the-top grandeur of Bridgerton, along with its avid fan base, meant it easily translated into a much larger experience.
“The world of Bridgerton has all the ingredients: music, environments, romance. [The show's production company] Shondaland did such a fantastic job building the world of 1813 Mayfield, London, with the Bridgerton series and infusing it with a contemporary twist. We knew bringing it to life would be a hit with audiences who want to see themselves in the story,” explained Greg Lombardo, head of experiences at Netflix. “Who doesn’t want to meet the Queen or dance at an opulent ball?”
The experience ultimately extends the life of the binge-worthy show, which just released its second season, providing IRL entertainment for its fans. “We know that we have a strong female audience that is currently underserved with immersive experiences, and this was a prime opportunity to offer something to the many fans of Bridgerton that would be unique and wholly satisfying,” Lombardo added. During its premiere weekend, Bridgerton season 2 was viewed for 193 million hours, according to Netflix.
The Los Angeles and D.C. iterations are scheduled to run through mid-June. Ticket prices start at $49 per person for a 90-minute session. On April 20, the Chicago edition will debut at a “secret ballroom,” followed by a Montreal edition later this year.
Lombardo said that the experience is “conceived and designed to be nearly identical in every city, although the layout may differ slightly from venue to venue.” The experience is also available for group buyouts.
“We knew fans of the series wanted to walk into the world and live the magic and romance first hand,” he said. “Bridgerton reinvented the Regency era for a whole new audience, and working with Shondaland we wanted to bring it to life and provide fans an occasion to come together and celebrate.”
See more from inside Netflix’s “The Queen’s Ball: A Bridgerton Experience.”
