On August 21, online retailer Gilt Groupe took its road show of screenings of The September Issue to Nantucket, where some 125 guests—and potential Gilt Groupe customers—got a sneak peek at the new documentary about Anna Wintour and the making of Vogue's largest issue ever. Produced by Gilt special events manager Candi Naboicheck, the screening combined cheese and crudite platters, free concessions, and cocktails at the Starlight Theater, followed by passed hors d’oeuvres and a buffet dinner at the brand new Great Harbor Yacht Club.
“The subject matter of the film is a perfect match to our business model,” said Naboicheck. “This documentary speaks to our target members and customers, so it was a perfect platform for us to promote our brand.” Gilt staged similar events in Washington and Denver, both markets on the retailer’s “target list,” according to Naboicheck.
Choosing a Nantucket screening venue was easy: “Starlight is the only theater on the island," Naboicheck said. The Yacht Club was an obvious choice because it's new—it opened in June—and because “the proximity, decor, food, and what they could offer sold it for me.” Guests were able to walk from Starlight to the after-party.
The evening’s demographic included men and women ages 16 to 65, including socialites and influencers from New York and New England who vacation in Nantucket. “Due to Gilt’s members being highly saturated in New York and L.A., we need to target new prospective members in regional markets across the country,” said Naboicheck. “[These] events allow us to take our company offline and enter into markets to meet and entertain our customers and prospective members.”
The after-party's passed hors d'oeuvres included fluke ceviche, tuna tartare tostada, roasted tomato crostini, and shaved parmesean and skirt steak skewers. The evening wrapped up around 11 p.m.
