Large-scale event staffing and strategic guest curation for Maxim’s signature Big Game Experiences in Miami and Los Angeles, bringing together elevated hospitality talent, curated audiences, and seamless on-site execution.
- Hospitality talent staffed
- 142
- Curated model & influencer guests
- 900+
- U.S. markets
- 2
Opportunity & Challenge
The Opportunity
Maxim’s Big Game Experiences are designed to bring together entertainment, hospitality, celebrity culture, and nightlife on one of the most high-profile weekends of the year. In Miami, the Havana Nights concept transformed the waterfront into an immersive destination inspired by old Havana, while Los Angeles expanded the experience across two consecutive nights of entertainment and VIP hospitality. Both programs called for a polished hospitality team and carefully curated guest mix that could complement the scale, energy, and visual identity of the Maxim brand.
The Challenge
Big Game Weekend creates one of the most competitive environments for both talent and guest engagement. Across Miami and Los Angeles, the programs required recruiting and coordinating large hospitality teams, managing local and flown-in talent, developing and sourcing custom wardrobe, and maintaining elevated service standards throughout each event. At the same time, hundreds of models, influencers, and tastemakers needed to be curated, communicated with, and managed through arrival and entry — adding another layer of complexity to an already fast-moving production environment.
Services Provided
Where We Activated
Miami · 2020
One night of Maxim Havana Nights Big Game programming for In the Know Experiences, staffed end to end.
Los Angeles · 2022
Two nights at City Market Pavilion — MaximBet at the Market, then Maxim Electric Nights — produced by unKommon Events and presented by DIRECTV, both fully staffed.
Built for the Biggest Weekend
Across Miami and Los Angeles, each Maxim Big Game Experience required a carefully coordinated approach to both hospitality and guest experience. Large-scale talent teams were recruited, prepared, and managed alongside curated model and influencer guest lists, custom wardrobe programs, and front-of-house operations. From pre-event casting and guest outreach through arrival, service, and on-site management, every element was coordinated to support the energy, presentation, and elevated experience associated with the Maxim brand.
How It Was Delivered
Staffing at Scale
Event Flyers
More Than a Staffing Partner
Across Miami and Los Angeles, the Maxim Big Game Experiences brought together large-scale hospitality staffing, strategic guest curation, and front-of-house management within some of the brand’s most high-profile event environments. More than 140 hospitality talent were staffed across the two markets, while curated outreach brought more than 900 models and influencers into the guest experience.
Beyond the numbers, the programs demonstrated an integrated approach to event execution — from building and preparing the hospitality teams to shaping the guest mix and managing arrivals. The result was a cohesive experience on both sides of the door, supporting Maxim’s signature blend of hospitality, entertainment, and culture across two major Big Game markets.
A Multi-Year Maxim Relationship
The relationship with Maxim spans nearly a decade, with collaborations across major events and markets in the U.S. and internationally. Big Game Weekend has been a cornerstone of the partnership, with programs in Atlanta (2019), Miami (2020), Los Angeles (2022), Las Vegas (2024), and San Francisco (2026).
Beyond Big Game Weekend, the relationship has extended to private brand dinners in Los Angeles and London, as well as major New York events including the Hot 100 Cover Dinner at TAO Downtown, a cover celebration at 1 Hotel Brooklyn Bridge, and a New York Fashion Week event at LAVO. Support has expanded beyond talent and event staffing to include brand experience and engagement strategy, guest list curation, vendor sourcing and coordination, and on-site execution.
The multi-year partnership reflects a trusted relationship built across nearly every facet of the guest and brand experience.
Photography & film Lauren Carey Photography — the Hot 100 cover dinner at Tao Downtown, the cover party at The Osprey, and the Fashion Week party at LAVO. Aaren Sirak, Sirak Studios — the 2020 Big Game program in Miami.
Planning Your Next Event?
Tell us about the event. Every client receives a customized staffing strategy built around their goals, their audience, and brand standards.
Request Staffing