1 Nov 2004

Fortune Small Business

BACKSTAGE CREATIONS of Santa Monica brings clients face-to-face with celebs at award shows by building a large product room six to ten feet from the stage. Inside, clients pile products and send reps to pitch and mingle with stars. FEE: $1,200 to $100,000. SUCCESS STORY: After Sarah Michelle Geller was spotted carrying a California Leash Co. purse, the company's sales soared, letting it boost production from one style to five. This year Paris Hilton grabbed

4 Mar 2002

PR Weekly

                    Celebrity Gift Retreat proves that the best things in life are still free For the uninitiated, swag is the industry term for free stuff -- namely those lavish gifts bags celebrities receive when attending award shows. In Tinseltown, stars are not content with critical accolades and mass adoration. Only one hand is required to pat yourself on the back, leaving the other conveniently free to

30 Nov 2001

Hollywood Reporter

  Custom Pickings¬†-- With Backstage Creations at the helm, celebrity goody bags are redefined. Until recently, the most celebrities could expect in exchange for donating their time to an awards show was a gift bag filled with high-end goodies selected on their behalf. Nowadays, they can choose their own high-end goodies -- right down to their preferred color, size and shape -- thanks to Santa Monica-based Backstage Creations' invitation-only celebrity gift rooms. Owner Karen Woods

17 Jan 2000

Variety

Stars pick up more than just gift baskets backstage Backstage Creations is one company that has upped the ante on gift baskets. Part greenroom, part boutique, its invitation-only retreat-style environments provide behind-the-scenes shopping for the awards show circuit. Celebs are escorted through themed rooms away from the hub of backstage show traffic, where they browse an array of products from Swiss watches to stereos and shoes. Most walk away with an average of $5,000 in