A few years ago, Beverly Sambrotto, founder of Your VIP Pass — which arranges access to events such as the Rockefeller Center tree lighting, Times Square New Years Eve gala and Macy’s Thanksgiving Day Parade — started getting requests from clients who wanted to attend designer runway shows during New York Fashion Week.
Sambrotto, who works with concierge companies around the world, arranged for clients — corporate executives and celebrities — to see some shows “through my connections, but it was never guaranteed,” she said. So she decided to produce runway shows herself. “We know designers need funding to showcase their collections,” she said. “Runway shows are expensive to produce. We are experts at producing events.”
Your VIP Pass produced its first show during New York Fashion Week. It was an elegant affair. Bridal designer Rita Vinieris sent models wearing her spring 2016 eveningwear collection out onto the roof garden of Carnegie Hall. Guests sat around cocktail tables sipping Champagne as Vinieris’ simple and striking gowns with architectural draping snaked their way around the rooftop.
Prior to the runway show, waiters passed hors d’oeuvres and sweet and savory stations overflowed with food.
Sambrotto said the Vinieris event cost $60,000 to produce.
“Going forward would be great to find some cutting-edge designers,” said Sombrotto, whose company is part of Landmark Events. She plans to keep the runway shows exclusive. “We’re not going to make them ticketed events.”