Where can a group experience a touch of star power, complete with a walk down the red carpet and an atmosphere infused with the glamour of Hollywood both old and new? Look no further than Hollywood itself, a place where studios, theaters and historic hotels welcome groups for events that make them feel like celebrity VIPs.
While the nucleus of Hollywood is found along Hollywood Boulevard, its aura extends to such nearby enclaves as Pasadena and L.A.’s inland valleys. Throughout the region are legendary venues where the entertainment industry has worked its magic over the decades.
Going Hollywood
Hollywood and its attractions form one of the most popular meetings destinations within Greater L.A., according to Darren Green, vice president of sales for the Los Angeles Tourism and Convention Board.
“The venues in Hollywood are not only amazing, but are all conveniently close together, whether it’s the Hollywood Bowl, Warner Bros., Paramount Pictures or Universal Studios Hollywood,” he said. “When coming to L.A., many planners give top priority to the off-site venues they want and they don’t want to spend a lot of time traveling between them or the hotels, so this is important.”
Another factor making Hollywood a convenient destination is that important sites such as Hollywood & Highland and Universal Studios Hollywood are both stops on the Los Angeles Metro rapid-transit system, he added.
“If people are staying in Downtown L.A., they can easily get to Hollywood on the Metro—there’s no need to use a car, which is a chief concern about visiting L.A.” Green said. “We always assure planners that our Metro system is clean, safe and efficient. It’s a great way to get around.”
Among group-friendly venues right along Hollywood Boulevard is the epitome of glamour itself, the Dolby Theatre, located in the Hollywood & Highland shopping and entertainment complex. Site of the annual Academy Awards, the 3,400-seat theater, equipped with state-of-the-art technology, is available for private events, along with its ballroom and five-level theater lobby adorned with images of legendary Oscar winners. Other event spaces at Hollywood & Highland include the 19,000-square-foot Central Courtyard, a 12,000-square-foot event terrace and a pool deck with views of the iconic Capitol Records building.
A short walk away in the historic Max Factor Building, where stars such as Marilyn Monroe and Joan Crawford were made ready for their close-ups, the Hollywood Museum is filled with over 10,000 show business treasures, including costumes, props, scripts, vintage cars and memorabilia from classic films and TV shows. The museum also showcases the history of Hollywood and the surrounding Hollywood Walk of Fame.
The museum offers a wide choice of atmospheric spaces, including the exhibit floors, the former wig room and makeup rooms, and the elegant Art Deco penthouse ballroom and lobby. The museum’s massive freight elevator can be set up with a cocktail bar and features a huge stained-glass chandelier created by Tony Curtis.
Sitting along the Hollywood Walk of Fame, The Hollywood Roosevelt, which opened in 1927 and underwent a major restoration in 2014, is equally infused with history. The hotel offers over 25,000 square feet of event spaces, including the Blossom Ballroom, site of the first Academy Awards in 1929, which has 250-foot LED light ceilings as well as vintage tiles, mouldings and other original details. Outdoor spaces include the Tropicana Pool, which sports a mural painted by David Hockney, and the North Garden, a quiet oasis of palm trees and fire pits.
Studio Cities
The famous film studios found in the environs of Hollywood offer maximum flexibility for events as well as settings that require little added decor. The studios continually launch new attractions, tours and event spaces to make their appeal even greater.
Burbank’s Universal Studios Hollywood most recently unveiled the Wizarding World of Harry Potter, which features settings, including Hogwarts Castle and an English village, taken from the Harry Potter books and films. Visitors will also find thrill rides, retail shops and carts dispensing Potter-inspired treats such as Butterbeer, a creamy butterscotch-flavored beverage.
“Meeting planners are responding to this new option at Universal, which offers a ready-made experience for groups,” Green said. “They can just enjoy it as it is. For groups who want to really put their own brand on the space, Universal offers plenty of other options as well.”
PageBreak
Groups can do a partial or even full buyout of Universal, adding such embellishments as red-carpet entrances and branding with special lighting and banners. Along with the Wizarding World of Harry Potter, which accommodates up to 2,000 guests, the many available areas include the Simpsons Plaza, Streets of the World, Jurassic Cove Cafe and WaterWorld Arena. A VIP version of Universal’s Studio Tour is customized for groups and includes front-of-the-line access to all shows, rides and attractions.
Also expanding with the Harry Potter theme, Warner Bros. Studio Tour Hollywood is featuring an exhibit based on the new film Fantastic Beasts and Where to Find Them. The exhibit at Warner’s 110-acre studio in Burbank enables guests to get a close-up look at the costumes and sets from the film as well as a peek into the creative process behind the film.
“Warner Bros. Studio gives groups a real in-depth view of movie-making on its tours,” said Melissa Frownfelter, national sales manager of AlliedPRA Los Angeles, a DMC. “They’re very intimate and personalized.”
Frownfelter is also a fan of Warner’s event venues, which include outdoor backlots such as New York Street, French Street and Warner Village as well as the Jack Warner Tennis Lawn, Warner Bros. Museum and Commissary Dining Room. The 516-seat Steven J. Ross Theater, originally built for Hollywood premieres, can be used for private screenings and events with red-carpet touches customized for the group.
Located right in the Hollywood district, Paramount Pictures Studio is also filled with flexible event venues, including backlots, sound stages and theaters. Among the most iconic areas is the Bronson Gate, which was featured in Sunset Boulevard and other classic films, where groups of up to 500 can gather in a parklike setting shaded by jacaranda trees.
Paramount’s customized tour options include access to private areas of Studio operations, including Prop Shop, Special Effects, Sign Shop and Sound Stages. There is also an after-dark tour where participants explore hidden passageways and historic theaters and learn about the secrets and evolution of the filmmaking process.
Pasadena Playtime
While just minutes from Hollywood and Downtown L.A., the city of Pasadena, with its leafy neighborhoods and walkable downtown filled with early 20th century architectural gems, is its own distinctive meetings destination. Although less associated with the entertainment industry than some other parts of Greater L.A., Pasadena also has venues with red-carpet appeal and Hollywood connections.
“Pasadena is perfect for the moderate-size conference that wants to ‘own’ the city,” said Jeanne O’Grady Goldschmidt, executive director of the Pasadena CVB. “We’re home to a legacy of world achievements in everything from the arts to technology and science. Our history and charm set Pasadena apart.”
Among its most storied entertainment venues is the Pasadena Civic Auditorium, which is part of the same complex as the Pasadena Convention Center. The 3,000-seat theater built in 1932 hosted the Primetime Emmy Awards for over 20 years and currently hosts the NAACP Image Awards, the Distinguished Speaker Series as well as numerous concerts, ballets and other cultural events.
Along with the theater, the Civic offers event spaces for groups that include its grand lobby and the Gold Room, an elegant function space accommodating up to 300 guests. A 17,000-square-foot exhibition hall, which underwent an extensive restoration in 2015, is available as well.
The centerpiece of Pasadena’s Playhouse District, a tree-lined area filled with galleries, restaurants and specialty shops, is the Pasadena Playhouse. The 1925 Spanish Colonial-style landmark is where generations of Hollywood hopefuls, among them Dustin Hoffman, Gene Hackman, Ernest Borgnine and Raymond Burr, honed their craft before going on to movie and TV fame.
Along with its 686-seat Mainstage, the Playhouse offers several rental spaces for groups, including the 99-seat Carrie Hamilton Theatre, named for the late playwright and daughter of Carol Burnett, which is available for live performances, receptions and other events. Groups of 60 or fewer can gather for pre-show receptions at the Rao and Padma Makineni Library, a cozy space with a fireplace, rich woodwork and free-standing bar. The Engemann Family Courtyard hosts up to 400 guests in an open-air space with a fountain, ambient lighting and bar.
Another venue in the Playhouse District is the legendary Ice House Comedy Club, where such performers as Robin Williams, Lily Tomlin, George Carlin, Steve Martin, Jerry Seinfeld and Ellen DeGeneres have graced its stage since its opening in 1960. Along with the 200-seat main showroom, Ice House event space also includes the smaller Stage 2 as well as a VIP room and outdoor courtyard.
Available for meetings, presentations and film screenings, Pasadena’s Boston Court Performing Arts Center has a 99-seat theater and a 60-seat performance space. The center also offers regularly scheduled performances that include plays and live-music concerts.
