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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How Vulture Festival 2022 Brought the Media Brand's Quippy, Pop-Culture-Loving Voice to Life

Over two days at the Hollywood Roosevelt hotel, 3,500 attendees got to see A-list stars on stage, enjoy a pool party, and belt out their favorite Christmas songs.

Sarah Kloepple
November 16, 2022

At Vulture Festival 2022 in Los Angeles, actor Lee Pace received Vulture's honorary degree. During a daytime panel, he discussed his life and career, including his Broadway debut in The Normal Heart and his roles in The Hobbit and Halt and Catch Fire.At Vulture Festival 2022 in Los Angeles, actor Lee Pace received Vulture's honorary degree. During a daytime panel, he discussed his life and career, including his Broadway debut in The Normal Heart and his roles in The Hobbit and Halt and Catch Fire.Photo: Charley Gallay/Getty Images for Vox MediaLOS ANGELES—For fans of Vulture's snarky, pop-culture-loving voice, Vulture Fesitval is considered the premier event to see the website's editorial content come to life. Although it's been around for nine years, the event only expanded to Los Angeles five years ago, a move that we were told in 2017 was "a no-brainer," considering the city's proclivity for TV and film production.

For the 2022 Los Angeles iteration, held Nov. 12-13 at the Hollywood Roosevelt hotel, Vulture Festival attendees—3,500 were there throughout the weekend—got to see it all, from actress Jamie Lee Curtis celebrating her "Beatles birthday" (she turned 64), to cast reunion panels for Happy Endings and Super Troopers, and director Rian Johnson playing “F*ck, Marry, Kill."

"It’s designed to celebrate fandom most of all," said Tara Reilly—the vice president of experiential and partnerships at Vox Media—of the event, "and through the programming we create an environment where attendees and talent really get to have fun. Every year we try to find the balance between bringing together reunions and fan favorite A-listers and finding emerging talent you should and will know to create balanced programming showcasing the wide breadth of cultural passions and interests in a cohesive event."At the festival, talent could stop by the Vulture Spot, a traveling photo and video studio that pops up at the media brand's key cultural events. This year's video studio was editorially curated and designed and presented by Meta Quest. Festival talent was interviewed by a comedian for short, punchy video content for the Vulture site and social channels.At the festival, talent could stop by the Vulture Spot, a traveling photo and video studio that pops up at the media brand's key cultural events. This year's video studio was editorially curated and designed and presented by Meta Quest. Festival talent was interviewed by a comedian for short, punchy video content for the Vulture site and social channels.Photo: Amy Sussman/Getty Images for Vox Media

Reilly said there were several sold-out panels throughout the weekend, including one where comedian Abbi Jacobson interviewed "her friend" and actress Natasha Lyonne. "[That] was a late addition to the festival and sold out in less than 24 hours," Reilly said.

Other packed events included Matt Rogers' holiday singalong variety show, the Happy Endings reunion panel, Lee Pace receiving Vulture's honorary degree, and eventgoers getting the chance to meet the cast of The Proud Family. 

"This year we created a ticket type specifically designed for super fans," Reilly explained. "The Vulture Plus ticket included a premium seat and some other goodies, and those consistently were the first tickets to go."

It all comes back to bringing that quippy Vulture voice to life. "One of the challenges in producing an event like this is ensuring that we are able to stay true to Vulture’s editorial vision, and that what happens on stage at Vulture festival is truly something that can only happen here," Reilly said.

She cited things from this year like the Grey’s Anatomy cast tackling medical trivia, Adam Pally and Jon Gabrus handing out tacos made on stage by their favorite taco truck in LA, and trying to track down the right guitar for Stephen Trask for the Hedwig and the Angry Inch event.

"It’s the small touches that have a huge impact," she said.

See more highlights, including sponsor activations, from this year's Vulture Festival in Los Angeles...

Considered the OG scream queen, actress Jamie Lee Curtis (who is the daughter of Psycho actress Janet Leigh, pictured from the film on the screen behind her) joined the festival to look back on the Halloween franchise that launched her career.
Considered the OG scream queen, actress Jamie Lee Curtis (who is the daughter of Psycho actress Janet Leigh, pictured from the film on the screen behind her) joined the festival to look back on the Halloween franchise that launched her career.
Photo: Jerod Harris/Getty Images for Vox Media
At the festival, talent could stop by the Vulture Spot, a traveling photo and video studio that pops up at the media brand's key cultural events. This year's video studio was editorially curated and designed and presented by Meta Quest. Festival talent was interviewed by a comedian for short, punchy video content for the Vulture site and social channels.
At the festival, talent could stop by the Vulture Spot, a traveling photo and video studio that pops up at the media brand's key cultural events. This year's video studio was editorially curated and designed and presented by Meta Quest. Festival talent was interviewed by a comedian for short, punchy video content for the Vulture site and social channels.
Photo: Amy Sussman/Getty Images for Vox Media
Actress Sheryl Lee Ralph, who won her first Emmy award this year for her work in Abbott Elementary, stopped by the Vulture Spot.
Actress Sheryl Lee Ralph, who won her first Emmy award this year for her work in Abbott Elementary, stopped by the Vulture Spot.
Photo: Getty Images for Vox Media
Vox Media's VP of experiential and partnerships, Tara Reilly, said the Vulture Pool Party is always a highlight at Vulture Festival. 'It’s the place where, after each event, our attendees get to ride the buzz of the excitement from the event they just saw and connect with other super fans,' she said. 'It’s where we create a really beautiful and exciting party with cocktails, music, and, of course, a pool! In this area, we were able to incorporate sponsor activations to provide more opportunities for fans to interact and enjoy.'
Vox Media's VP of experiential and partnerships, Tara Reilly, said the Vulture Pool Party is always a highlight at Vulture Festival. "It’s the place where, after each event, our attendees get to ride the buzz of the excitement from the event they just saw and connect with other super fans," she said. "It’s where we create a really beautiful and exciting party with cocktails, music, and, of course, a pool! In this area, we were able to incorporate sponsor activations to provide more opportunities for fans to interact and enjoy."
Photo: Amy Sussman/Getty Images for Vox Media
The pool was filled with branded beach balls and tubes for guests to enjoy.
The pool was filled with branded beach balls and tubes for guests to enjoy.
Photo: Amy Sussman/Getty Images for Vox Media
Branded totes were also on offer at the pool party.
Branded totes were also on offer at the pool party.
Photo: Amy Sussman/Getty Images for Vox Media
This year's pool party also boasted a garden oasis for Bulleit, where the bourbon brand served up specialty cocktails.
This year's pool party also boasted a garden oasis for Bulleit, where the bourbon brand served up specialty cocktails.
Photo: Amy Sussman/Getty Images for Vox Media
The pool party also housed Disney+'s Limitless Lounge (a nod to its new series Limitless with Chris Hemsworth), where guests were challenged to rowing machine races and age-defying cryotherapy massages in the theme of the show. 'These touches are ultimately the reason people stick around after the event,' Reilly said, 'but also provide our attendees with added value for their ticket and spark additional conversations and connections.'
The pool party also housed Disney+'s Limitless Lounge (a nod to its new series Limitless with Chris Hemsworth), where guests were challenged to rowing machine races and age-defying cryotherapy massages in the theme of the show. "These touches are ultimately the reason people stick around after the event," Reilly said, "but also provide our attendees with added value for their ticket and spark additional conversations and connections."
Photo: Amy Sussman/Getty Images for Vox Media
At Vulture Festival 2022 in Los Angeles, actor Lee Pace received Vulture's honorary degree. During a daytime panel, he discussed his life and career, including his Broadway debut in The Normal Heart and his roles in The Hobbit and Halt and Catch Fire.
At Vulture Festival 2022 in Los Angeles, actor Lee Pace received Vulture's honorary degree. During a daytime panel, he discussed his life and career, including his Broadway debut in The Normal Heart and his roles in The Hobbit and Halt and Catch Fire.
Photo: Charley Gallay/Getty Images for Vox Media
Got Milk sponsored the concessions stand located at the Parking Lot Stage (aka the main stage) and served donuts paired with real California milk. The samples were available as guests entered the main stage ahead of all events taking place in the space.
Got Milk sponsored the concessions stand located at the Parking Lot Stage (aka the main stage) and served donuts paired with real California milk. The samples were available as guests entered the main stage ahead of all events taking place in the space.
Photo: Jerod Harris/Getty Images for Vox Media
Reilly said eventgoers especially enjoyed comedian and actor Matt Rogers' holiday singalong variety show. 'What makes producing Vulture Festival really fulfilling is watching our audiences thoroughly enjoy the events,' Reilly said. 'We spend so much time curating what the experience will be, but there is a true payoff in being able to watch it come together with the small, irreverent, and quirky touches that enhance the fan experience and really make sense for that particular event. Whether it’s having audience members hit the Mariah Carey high note in 'All I Want for Christmas' during our Christmas sing-along, or having Henry Winkler critique their actual monologue and improve it within an hour during his acting class, we get the opportunity to break down the wall between stage and audience and create something special.'
Reilly said eventgoers especially enjoyed comedian and actor Matt Rogers' holiday singalong variety show. "What makes producing Vulture Festival really fulfilling is watching our audiences thoroughly enjoy the events," Reilly said. "We spend so much time curating what the experience will be, but there is a true payoff in being able to watch it come together with the small, irreverent, and quirky touches that enhance the fan experience and really make sense for that particular event. Whether it’s having audience members hit the Mariah Carey high note in 'All I Want for Christmas' during our Christmas sing-along, or having Henry Winkler critique their actual monologue and improve it within an hour during his acting class, we get the opportunity to break down the wall between stage and audience and create something special."
Photo: Jerod Harris/Getty Images for Vox Media
In a nod to the characters' iconic accessories, sunglasses were distributed at the Super Troopers reunion panel.
In a nod to the characters' iconic accessories, sunglasses were distributed at the Super Troopers reunion panel.
Photo: Jerod Harris/Getty Images for Vox Media
To celebrate The Proud Family reboot, The Proud Family: Louder and Prouder (season two premieres on Disney+ in February), Vulture gathered cast members Kyla Pratt, Cedric the Entertainer, JoMarie Payton, and Paula Jai Parker for some 'family time' to look back at key moments from the original show and tease what's to come in season two of the reboot.
To celebrate The Proud Family reboot, The Proud Family: Louder and Prouder (season two premieres on Disney+ in February), Vulture gathered cast members Kyla Pratt, Cedric the Entertainer, JoMarie Payton, and Paula Jai Parker for some "family time" to look back at key moments from the original show and tease what's to come in season two of the reboot.
Photo: Charley Gallay/Getty Images for Vox Media
Another crowd favorite panel? The reunion of many of the cast members from the ABC sitcom Happy Endings, including Adam Pally, Casey Wilson, Elisha Cuthbert, and Zachary Knighton.
Another crowd favorite panel? The reunion of many of the cast members from the ABC sitcom Happy Endings, including Adam Pally, Casey Wilson, Elisha Cuthbert, and Zachary Knighton.
Photo: Jerod Harris/Getty Images for Vox Media
There were several sold-out panels throughout the weekend, including one where comedian Abbi Jacobson (left) interviewed 'her friend' and actress Natasha Lyonne (right). Reilly said the panel 'was a late addition to the festival and sold out in less than 24 hours.'
There were several sold-out panels throughout the weekend, including one where comedian Abbi Jacobson (left) interviewed "her friend" and actress Natasha Lyonne (right). Reilly said the panel "was a late addition to the festival and sold out in less than 24 hours."
Photo: Tommaso Boddi/Getty Images for VOX Media
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