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Media Relations + Event Support + Strategic Partnerships + Sponsor Engagement

Supermensch: The Legend of Shep Gordon: Leveraging an event for business growth

In 2014, Mark Rivers, a leading real estate developer based in Idaho, hired Red Fan to create buzz around a show-stopping event during SXSW: the after-party celebrating the premiere of Mike Myer’s documentary, “Supermensch: The Legend of Shep Gordon.” In his directorial debut, Myers featured the life of Shep Gordon, one of the most widely known talent managers in the entertainment industry. As a long-time friend of Shep Gordon, Rivers wanted to help promote the movie and seize the opportunity to increase his real estate business in Austin.

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Tasked with elevating the film’s awareness and positioning the after-party as a must-attend event at SXSW, Red Fan tapped into its Austin roots and proven local partnerships to quickly and effectively develop a media relations and production strategy.

Firstly, Red Fan tactfully selected sponsors and vendors in the Austin market, including Austin Monthly Magazine, Jaguar/Land Rover, Diamonds Direct, and Kendra Scott. To generate additional interest among SXSW attendees and the media, Red Fan designed customized invitations and media alerts.

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During the event, guests were surprised with a special appearance from Willie Nelson. After his performance, guests were given the opportunity to meet Willie and receive a guitar signed personally by the music icon.

While special appearances from Shep Gordon, Mike Myers and Willie Nelson wowed the attendees, Red Fan’s underlying mission was to introduce Rivers as the party’s catalyst. To do so, Red Fan executed a post-event media relations strategy to subtly introduce Rivers to local media. As a result, Rivers was featured in the Austin Business Journal for making a splash into the Austin scene with his impressive real estate portfolio. The event successfully introduced Rivers with local influencers and media, opened up business opportunities for him in the Austin market and led to coverage of the party that included the Austin 360 and CultureMap Austin.

Tapping into the Austin market is no easy feat. Check out how we also helped Modern Market launch into Austin’s food scene.

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