The Condé Nast-owned glossy will move its marquee event, dubbed “WOTY” by insiders, to Los Angeles from New York’s Carnegie Hall. Glamour would not yet divulge the venue of L.A. WOTY, which will take place on Nov. 14.
The awards show, which will celebrate its 26th year, has been expanded to include a full day of programming, branded internally as “Women of the Year Live.” The summit will bring Glamour’s yet-to-be named eight honorees together with past winners, presenters and other dynamic women for conversations and “immersive experiences,” Glamour said.
Past WOTY honorees include Malala Yousafzai, Secretary Hillary Clinton, Lupita Nyong’o, Lady Gaga, Reese Witherspoon, Shonda Rhimes, Gloria Steinem, and Justice Ruth Bader Ginsburg. Past presenters include Oprah Winfrey, former President Clinton, Bruce Willis, Marina Abramovic, Viola Davis and Natalie Portman.
The event, which will include “chats” not “panels” and a “looser” programming structure will be open to “hundreds” of attendees and it will be live-streamed or broadcast, Glamour editor in chief Cindi Leive said. The editor wouldn’t divulge the ticket sales structure or the makeup of the “curated” Millennial audience.
The actual awards ceremony, which is sponsored by L’Oréal Paris, will also be live-streamed or broadcast to a global audience. It will take place over a dinner, which is a break from tradition.
Leive told WWD the move would allow Glamour to “reach new audiences,” but she didn’t say whether the shift to L.A. would be permanent.
“It’s too soon to say,” she said. “We’ve actually thought for sometime about doing it in different locations. Last year was the 25th anniversary of WOTY so it felt right to be in New York where it began. [This year] the time was right to shake things up.”
She noted the timing of WOTY — six days after the presidential election — coupled with the West Coast location, which combines Hollywood and Silicon Valley, creates prime territory for “interesting” discussions about women today.
WOTY Live will culminate in an “exclusive” dinner, which will take cues from WOTY’s New York programming.
“We’re not looking to radically change the DNA of WOTY,” Leive said. “We’re looking to expand it. The goal is to make it fun.”
In regards to the summit portion, the editor said Glamour is” taking wisdom” from Condé Nast sibling titles, such as Wired, The New Yorker and Vanity Fair, on how to run a robust and lucrative live event.
The women’s magazine offered that the day of programming and the evening event will support Glamour’s philanthropic initiative, The Girl Project, which launched at WOTY in 2014. The charity supports the secondary-school education of girls in 95 countries.
In order to grow WOTY Live, Leive has tapped Ali Rubin as senior adviser of special projects. Rubin comes from Pinterest, where she headed up global events. Prior to that, she held various jobs at AOL, the State Department and as deputy chief of staff for Chelsea Clinton. Samantha Storch also joined Glamour as deputy director of editorial partnerships from Makers, a women’s leadership company, where she held a similar role for the platform and the conference there. In her role, she teamed with 50 leading organizations to promote gender parity.