Montrose West Hollywood · Sat 09.05.26 · 3 – 7 PM
THE
NEW WAVE
LA's next wave, poolside.
×
×justenjoy
Culture and community partner
The Idea
The new class of LA,
off the clock.
THE NEW WAVE brings LA’s next generation of creators, artists, models, musicians and tastemakers together poolside for Labor Day weekend. A pool party, not an industry mixer.
PM, golden-hour close
camera-ready crowd
afternoon, once a summer
LA Today’s Hollywood Dive at the Mondrian.
Why Now
Summer ends.
The next wave begins.
Labor Day is the last real weekend of summer, the exhale before fall picks up. That’s the day we’re taking.
The Audience
Camera-friendly,
socially connected, 21+.
From LA Today’s Golden Globes, Grammys and Oscars pre-parties.
The Experience
Music, pool, fashion,
arrivals.
Arrive
Direct-flash portraits at the door. First looks, first friends.
Settle In
Pool, music, daylight fashion. It finds a rhythm.
Peak Afternoon
The room fills in. People stop checking their phones.
Golden Hour
Light turns warm. The close everyone stays for.
Poolside at LA Today’s Grammys Pre-Party, Skybar. LA Today’s Hollywood Dive at the Mondrian.
How We Curate The Room
Curated,
not closed.
The room gets built on purpose. Invitations go out first through the creators, hosts and connectors the scene already trusts, so the afternoon fills with the people who set its tone. Open, but not accidental.
The press line at LA Today’s Golden Globes Pre-Party.
Content As Experience
The party becomes
its own campaign.
Culture Partner
A preview of the
LA culture platform.
justenjoy handles guest curation, cultural interviews and photo delivery. Culture and community partner, not headline presenter.
“Get THE NEW WAVE photos and the weekly LA list.”
Capture goes live once the event page is confirmed. Email first, Instagram and SMS after.Partner Platform
What partnering
looks like.
One brand owns each moment of the afternoon. You’re not buying signage. You’re hosting something guests use, remember and photograph.
Categories that fit
Brand activations at LA Today’s Golden Globes pre-parties.
Moments you can own
Hosted arrival
Your brand greets people at the door, where every guest gets photographed.
Signature serve
One drink everyone is holding all afternoon. Subject to venue approval.
Recovery station
Shade, water and cold towels. The stop everyone is grateful for by 5 PM.
Portrait studio
A styled setup guests line up for, and post from, with your name on it.
Product seeding
Product in the hands of the creators and hosts who set the room’s taste.
Gifting
Something worth carrying home. Not a tote of flyers.
What works here
Comfort, access, content, or a product guests wanted anyway. Present without taking over.
What we say no to
Logo clutter, forced booth traffic, generic sampling, speeches. Anything that interrupts the afternoon.
Campaign
Curation first,
amplification second.
Curated first
The room gets built before it gets advertised.
Collaborator posts
Hosts and creators post on their own terms, in their own voice.
Public release
Broad promotion follows the curation, never leads it.
Live + after
Same-day content, then paid behind whatever performs.
Producers & Proof
Built by teams
who know LA events.
××justenjoy300+ events produced
across 3 years in LA, including a 700-attendee single night at the Oscars Pre-Party. Past results, not a forecast for this one.
Endless River on the step-and-repeat at LA Today’s Oscars Pre-Party, Grandmaster Recorders.
From past Endless River productions.
Invitation
Join LA’s next wave,
poolside.
Tell us what you have in mind. We’ll come back with a specific fit, not a rate card.
One brand per category. Activations get designed into the floor plan before the day, so the earlier a lane is claimed the better it sits. We reply within two business days.
Or reach us directly: slowsie@endlessriver.org