Midnight in Monte Carlo
As Events Programming Manager at Soho House Hong Kong, I was tasked with creating our flagship revenue-driving event: secure major sponsorship, cement our reputation for immersive experiences, drive new membership exposure, and generate significant revenue - all while creating an unforgettable night.
Partnership Development
Large-Scale Event Production
Revenue Optimization
Designed a multi-sensory Monte Carlo experience transforming the entire house into interactive casino and enchanted garden. Created “wow” moments driving social amplification while building multiple revenue streams: tiered ticketing, table service, dinner packages, silent auction. Positioned Grey Goose as title sponsor with integrated brand experience that felt organic, not transactional.
Strategy
Execution
Pitched and secured Grey Goose sponsorship funding, then designed tiered revenue model maximizing upsell opportunities. Created full casino floor with custom roulette and blackjack tables, Moët vending machine, and $15K silent auction (members bid using casino winnings). Transformed pool into adult ball pit, the night's signature moment. Curated enchanted garden dinner service with live band, designed all touchpoints (uniforms, collateral, menus), and led cross-functional production with F&B team.
Impact
$73k
revenue in single night
421
tickets sold
$15k
silent auction sponsorship
115
tables sold
