For HBO's West Coast launch of the new series Boardwalk Empire, set in Prohibition-era Atlantic City, there was perhaps no more apt venue choice than the Santa Monica Pier, where the creaking wooden slats and historic 1923 carousel set an evocative backdrop. HBO's David Castro and Suzanne Baum, both from the network's San Francisco-based corporate affairs and regional public relations office, oversaw the event for the network, tapping Caravents to produce.
"The screening and after-party were designed as a national sales incentive for HBO's internal digital network distribution team," said Castro, describing the guest list for the local premiere, which differentiated it from others on the East Coast. "The 350 winners are the clients that sell HBO via cable, satellite, and telco. This event was a great balance to what we did in New York for an industry crowd, and in Atlantic City, which was more consumer promotion from our marketing group. With the caliber of talent behind this series, we were excited to invest the time and energy promoting the show in this fashion."
The Santa Monica event re-created the look of vintage Atlantic City. The program partly had the feel of a boardwalk carnival, complete with a barker, contortionist, fortune-tellers, and an authentic soda fountain positioned within the pier's carousel area. The rest of the staging conjured a speakeasy environment, with an 11-piece orchestra, dance performances from the era, and gaming tables. Vintage cars from the Petersen Automotive Museum made for a dramatic backdrop. On their way out of the party, guests scooped up an on-theme gift: a silver-tone flask emblazoned with the Boardwalk Empire logo.
"With the backdrop of the the pier, the dance floor was surrounded by supper-club-style tables and lounge furnishings, accented in burgundy velvet, with large-bulb string lights," said Caravents' Cara Kleinhaut, "all to drive home the overall look and feel of the Boardwalk style."
