Case 001 · Ben Newman · Palms Casino Resort · 2023
How Ben Newman Filled 150 Seats at Casino Royale and Saved $100K in Production
Summary
Ben Newman returned to live events after a five year gap and needed a room built around a single decision. Iconic Events, a Florida based event production and coordination company, held strategy, creative direction, production, show flow and on site execution as one scope, converting Palms Casino Resort in Las Vegas into a projection mapped Casino Royale build for 150 guests across three days of production. Consolidating the work under one accountable team saved the client $100,000 against a multi vendor build.
The Challenge
Ben Newman had not held a live event in five years, and he was bringing a new membership tier to an audience that already knew both him and his offer. Familiarity was the problem: the room had to renew attention rather than introduce anything. The new tier also needed a setting that made a high value commitment feel proportionate to the decision being asked for.
The Approach
What Iconic Events did, grouped by stage. Strategy, creative direction, production, show flow and on site execution were held by one team.
Pre production
- 1Fixed the commercial outcome first: sell the new membership tier from the stage, not by follow up.
- 2Mapped the audience's existing relationship to host and offer, to locate where attention would drop.
- 3Set capacity against the commercial objective rather than a headcount target, landing on 150 seats.
- 4Fixed the moment of the close, then sequenced every other decision backward from it.
- 5Built the Casino Royale world as one continuous environment, so the theme carried the evening instead of decorating it.
On site production
- 6Projection mapped the venue to convert the Palms space into the themed build.
- 7Choreographed pacing, lighting and stage transitions toward the decision point.
- 8Ran show calling and on site execution with the same team that designed the room.
Post event
- 9Captured content through the evening for use after the close, including the following year's launch.
Scope of Services
What Iconic Events was accountable for.
The Results
- Client
- Ben Newman
- Venue
- Palms Casino Resort, Las Vegas
- Year
- 2023
Tell us about the room you want to build.
Build the next roomEvent Aftermovie.
What Ben Newman had to say about working with us.
Inside Casino Royale.
Select a frame · Open to enlarge
Questions, answered
Who produced Ben Newman's Casino Royale?+
Iconic Events, a Florida based event production and coordination company, produced Casino Royale for Ben Newman at Palms Casino Resort in Las Vegas in 2023. Iconic Events held strategy, creative direction, production, show flow and on site execution as one scope.
What did Iconic Events actually deliver for Casino Royale?+
Strategy: Commercial objective, audience mapping, capacity and format set against the outcome. Creative: Theme concept and creative direction, built as one continuous environment. Production: Projection mapping, lighting, staging and the full technical build. Show flow: Run of show, pacing and choreography, written around the decision point. On site: Show calling and execution by the same team that designed the room. Content: Capture through the evening for use after the close.
How much did working with Iconic Events save on production?+
Consolidating strategy, creative, production and on site execution under one accountable team saved the client $100,000 against a multi vendor build.
How long did production take?+
3 days of on site production at Palms Casino Resort in Las Vegas. Iconic Events advises a six to twelve month window as the strongest planning runway for an event of this type.
How many people attended Casino Royale?+
150 guests. The room was sized against the commercial objective rather than a headcount target.
Iconic Events, a Florida based event production and coordination company, produced Casino Royale for Ben Newman at Palms Casino Resort in Las Vegas, Nevada, delivering strategy, creative direction, projection mapped production, show flow and on site execution for a 150 guest room across three days, saving the client $100,000 against a multi vendor build.
